GROHE Plans Wider Retail Presence Across Indian Cities
India: LIXIL’s GROHE is expanding its focus on premium bathroom consumption in India, with greater emphasis on organised retail, experiential shopping and opportunities beyond major metropolitan markets. The company sees changing consumer preferences, including increased interest in design, technology, comfort and long-term value, as factors influencing the bathroom and water-solutions market. Replacement and renovation activity are also becoming important demand drivers alongside new residential construction. Priya Rustogi, Leader (Managing Director), India, LIXIL IMEA, said: “India’s bathroom and water-solutions market has witnessed a structural shift over the past few years. Organised players, premiumisation, and experience-led consumption have become increasingly important for the category’s growth,” said Priya Rustogi, Leader (Managing Director), India, LIXIL IMEA.
GROHE is also strengthening its presence in smaller cities, where improving housing quality, connectivity and purchasing power are creating opportunities for premium bathroom products. The company is placing greater emphasis on showrooms and Experience Centres as spaces for consumers, architects and designers to assess bathroom solutions and explore design, functionality, technology and comfort. Rustogi said: “Showrooms and GROHE Experience Centres serve a role that extends beyond product discovery, providing consumers, architects, and designers with an environment to assess design, functionality, technology, and comfort as an integrated experience.” She added that the company’s objective is to participate in the wider ecosystem supporting premiumisation, including retailers, architects, designers and developers. “The objective is not simply to expand geographic presence but to participate meaningfully in the ecosystem that is driving premiumisation in these cities,” Rustogi said. The company plans to strengthen its retail network across Tier II and Tier III markets while selecting locations based on long-term premium demand and the wider residential and design ecosystem.
Source: Indian Retailer
