Hindustan Sanitaryware and Industries Ltd (HSIL) has entered the organised retail sector with its home interiors speciality business. A subsidiary of HSIL, Hindware Home Retail Pvt Ltd would provide total home interior solutions. The company also plans to invest Rs 250 crore over the next five years, of which, 7 per cent would be invested in the communication plan for the brand ‘EVOK’, the name given to the new retail brand.
Later on, the communication budget would be brought down to 5 per cent of the total investment of Rs 250 crore. The company will be targeting the lower mid segment to upper segment consumer groups. “In other words, we are neither planning to come up with very low priced product nor do we have plans to come up with luxury products,” said Sandip Somany, Joint MD, HSIL.
The pilot flagship stores would come in Faridabad and Gurgaon by the first quarter of 2008. The company has plans to scale up the business to a pan-India retail footprint of 1.2 million sq ft with target revenue turnover of Rs 400 crore in the next five years. The company plans to open 50 stores in the top 25 cities. HSIL has a 40 per cent share of the sanitaryware market, which is growing at the rate of 15 per cent per annum.
Elaborating on the communication plans, Somany said, “The campaigns would be restricted to regional media only. We do not have plans to go for television media for campaigning. We would extensively go for print and then outdoors. Radio would also be considered as a favourable media. The communication plan is being handled by TBWA\India.”
“In the backdrop of ever growing and evolving needs of consumers, home interiors is gaining high significance in terms of concept, time, cost and quality. Consumers want their homes to be special, providing comfort and in keeping with their lifestyles. The core vision of HHRL is to be first choice partner of customers aspiring for value for style home interior solutions in living, kitchen and bath domains,” Somany added.
Evok stores will facilitate consumers with single coordinated home interior solutions driven by themes that accentuate their lifestyles and fulfill their aspirations. The stores will provide personalised home interior planning and design services to assist home makers visualise, choose and create their desired habitats.