GROHE Broadens Its India Portfolio by Entering the Bathroom Ceramics Segment

Bathroom

INDIA: GROHE has broadened its retail presence in India by entering the rapidly expanding ceramics segment with the launch of the Essence Ceramics Collection. This initiative represents a strategic move as the brand strengthens its integrated bathroom portfolio for the Indian market. By extending the Essence range to include sanitary ceramics, GROHE aims to cater to consumers and channel partners seeking cohesive, end-to-end bathroom solutions from a single brand.

India’s bathroom fittings and sanitaryware retail market has been witnessing steady growth, driven by residential construction, renovation activity, and a rising preference for organised, branded products. In this context, GROHE’s foray into ceramics aligns with a wider industry trend of fittings manufacturers expanding into adjacent categories to enhance retail visibility and increase overall basket value.

The Essence Ceramics Collection features wall-hung toilets and washbasins designed to complement the existing Essence fittings portfolio. Emphasis has been placed on cross-category compatibility, enabling architects, retailers, and end users to source multiple bathroom elements within one coordinated brand ecosystem. The range is positioned around minimalist aesthetics and hygiene performance, key purchase drivers in India’s premium and upper-mid bathroom retail segments.

Source: Grohe