International leader in sanitaryware, Roca, has entered into a 50:50 joint venture with Parryware to create Parryware Roca Pvt Ltd. Roca’s designer bathrooms and high-end sanitary products can now be acquired through selected distributors in India’s main cities. With this, Roca presents its high quality range of innovative designer bathroom products for the modern Indian consumer.
Roca has a presence in nearly 90 markets and operates more than 40 production centres across the world. From state-of-the-art hydro-sauna cabins and spa baths to bath suites, bathroom furniture and other components such as taps, shower trays, mirrors and various accessories, Roca has been in the business of making beautiful bathrooms for close to 90 years.
Parryware, on the other hand, is the market leader in India for the sanitary business. The current market size of the sanitary business in India is Rs 1,300 crore and is growing at 12 per cent per annum. The market size of the premium bathrooms business alone is Rs 100 crore, and is growing at 25 per cent per annum. With this JV, Parryware Roca is eyeing a growth of 10 per cent per annum.
Said José Miguel Roca, CEO, Roca Corporación Empresarial, “The same products that Roca has been commercialising for years in the principal European countries or in the US are now available to Indian consumers. Our philosophy is built on the concept of the ancients, who made the bathplace a thing of beauty, virtually a monument to ministering to the body. Thus, Roca products are as much works of art as utilitarian.”
While Ogilvy is handling the account for Parryware, it was indicated by K E Ranganathan, MD, Parryware Roca, that promotions will be launched from April, starting with magazines and newspapers, and later foraying into TVCs. “The consolidated budget for manufacturing and promotions is Rs 50 crore. While Parryware has a market share of 46 per cent in India, Roca will cater to the top-end segment only.”
The company is targeting the top 30 towns in the first year for distribution, and the next 20 towns in the second year. They will be launching top-end showrooms for the exclusive retail of Parryware Roca products. The designer bathrooms will be available from Rs 1.5 lakh onwards, while other individual sanitary ware products start at Rs 20,000.