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Rajesh Mehra

Director & Promoter | 24 Mar 2011

The company’s focus is very clearly set on globalisation. Jaquar aims to establish itself firmly in the world’s top markets, to be acclaimed as an international brand. Jaquar has its presence today from the United Kingdom and the Middle East to Africa and the Far East besides Asia. Its products have been very well received in international markets, where they have successfully competed with major international brands.

Rajesh Mehra has been the Director and Promoter of Jaquar since 1978. From the beginning his fundamental mission has been of giving India the highest quality bath fittings in the premium, luxury and economical sectors. Mehra has played a crucial role in changing needs and preferences in the bath fitting sector by using innovation and technology. The company has a global footprint as it has tied-up with the world's best companies like Glass Idromassagio from Italy, Breuer from Germany, AO Smith from USA. Apart from bath fitting industry, Jaquar has also entered into concept lighting business in the year 2001.

exchange4media’s Tuhina Anand in conversation with Rajesh Mehra discusses the success formula for brand Jaquar.

Q. How do you see Jaquar as a brand placed vis-a-vis competition in this segment?

Conceived way back in 1960, Jaquar is the undisputed market leader in India with more than 60 per cent market share of the organized sector in bath fittings industry. This year the turnover of the company was Rs 784 crores and we are expecting to cross the 1000 crore mark. Jaquar revolutionised the bath fittings industry in India and grows at a pace of 30 per cent to 35 per cent every year. In the last few year India has seen various international player entering the market, however we have been successful in maintaining our position and market share despite the foreign competition.

The efforts towards excellence in every area have manifested into a healthy sales turnover ruling the Indian market as a whole.

Q. How as a brand has Jaquar evolved over the years?

Fifty years back Jaquar was launched as a faucet company. Today, it has emerged not just as a market leader in the bath fittings category in India, but has also evolved as a complete bathing solutions provider with the launch of its sanitary ware. We are one of the only few companies world over that provide all functional products for a complete bathroom under one roof. Our product portfolio consists of faucets, showers, glass enclosures, wellness products, water heaters and sanitary ware. We cater to every segment of the market where Essco caters to the entry level, Jaquar to the mid segment and Artize for the niche segment. We have 3 state of the art manufacturing units spread across 1,00,3000 sq mts in Bhiwadi Rajasthan and manufacture 40,000 faucets per day. Apart from complete bathing we have also established ourselves as a complete lighting solutions provider. Jaquar is the only company in the bath fittings industry in India that has been awarded the Superbrand status thrice consecutively apart from being given the Business Superbrand recognition for the year 2008. Jaquar has tied up with various international players like, Breuer, Glass Idromassagio, Aquis, Docol, SIAMP.

Q. Can you elaborate on your communication plan for the current year?

We would be undertaking ATL and BTL activities. Our main focus would be to communicate to the customer that Jaquar today is no longer a faucet company but a complete bathing solutions provider. We are a global company that brings world class innovative and high performing products to the Indian Market. Apart from this we would focus on establishing Artize as masterpieces of art for the bathroom from the house of Jaquar. Our communication would mostly focus on educating the customers regarding the new and innovative offering from Jaquar.

Q. Are there any global tie-ups in the offing?

The company’s focus is very clearly set on globalisation. Jaquar aims to establish itself firmly in the world’s top markets, to be acclaimed as an international brand. Jaquar has its presence today from the United Kingdom and the Middle East to Africa and the Far East besides Asia. Its products have been very well received in international markets, where they have successfully competed with major international brands. Jaquar has tied up with various international players like, Breuer, Glass Idromassagio, Aquis, Docol, SIAMP.

Q. What role does communication play in this category to reach its customers?

Communication plays a very important role in the bath fittings category, since it’s important to rightly educate the customer regarding the products. This is the reason why we are the only company that has initiated the concept of orientation centres. Jaquar has 22 OC’s all over the country. The OC’s are a platform through which we educate and provide complete information to our customers regarding a particular product.

Q. How do you see the brand growing from the current position in the future?

To be a truly world class company in all respects exceed our customers’ expectations in quality, delivery and cost effectiveness through continuous product innovation, cutting edge technologies, and customer interaction. The Company's focus is very clearly set on globalisation. Jaquar aims to establish itself firmly in the world's top markets, to be acclaimed as an international brand.

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