TOTO India To Focus on Expansion Strategy in Tier-II & III Cities For Growth

INDIA: TOTO is focusing on strategies driving demand for premium sanitary ware in India’s growing market. Shiozawa Kazuyuki, MD of TOTO India industries highlighted the post-Covid shift towards viewing bathrooms as spaces for rejuvenation, beyond hygiene, which has fueled demand for high-end solutions. Kokubu Yohei, sales unit head of TOTO India emphasized efforts to better connect with Indian consumers by using culturally relevant marketing strategies and expanding their sales network beyond tier-1 cities to meet the demand from the growing middle class. Both executives detailed plans for scaling after-sales services, enhancing training for technicians, and increasing market penetration, especially in tier-2 and tier-3 cities. Challenges included educating price-sensitive customers on the value of premium products. TOTO's ‘Make in India’ strategy focuses on local manufacturing and employment, while future plans involve tripling sales by 2030 through product innovation, partnerships, and regional customization to cater to diverse Indian preferences.

Source: TOTO