‘We continuously focus on innovation in design and products’

Since its launch in India in 2012, hansgrohe has operated as a fully-fledged subsidiary. In the first five years, the company focussed on building a strong market presence and developing crucial relationships with trade partners, architects and interior designers. Over time, by expanding into the top 18 cities, the brand’s visibility enhanced and retail presence strengthened. It has also engaged with a broader community of architects and designers which significantly accelerated brand traction.  

This growth has led to a remarkable six-year compound annual growth rate (CAGR) of over 40 per cent in net sales. It has also enabled hansgrohe to go for a strategic pivot and plan the next level of scale which resulted in hansgrohe India being made a strategic focus country within this period. “We realised the brand was aspirational to a larger consumer segment within the country. But from being aspirational to actually being consumed involves meeting a number of consumer needs which itself were very dynamic. From aesthetical requirements to functional requirements to basic value driven decisions was a journey that involved investments in creating smaller trade formats, larger India specific product portfolio, brand investments to create larger visibility, cost structure evaluations to get better opening price points and ensure more participation from the trade channel as well,” says Gaurav Malhotra, Managing Director, hansgrohe India.

All of this led to the opening of the assembly footprint in India which created a new set of capabilities and is in alignment with the Make in India mission. “We believe these are just first steps in our larger strategic pivot and look forward for many more milestones ahead and lot of learnings as well,” he adds.  

In India, the company has successfully navigated the complexities of the dynamic market and established a strong foothold across the country and offered customer-centric solutions. “Our commitment to innovation and quality has resonated with the Indian consumers who are increasingly looking for premium and sustainable bathroom solutions. In a sector that is growing exponentially, our adaptability and dedication to excellence has positioned us as a trusted and preferred bathroom fittings brand. By understanding end consumer’s requirements, we’ve been able to deliver products that enhance the everyday lives of our users and make their time spent in the bathroom unforgettable,” shares Malhotra.

Recent innovations and upcoming products

Several exciting products are awaiting official launch in India. These products from multiple product categories will cater to the unique preferences of Indian users. With these new products, consumers will be able to achieve a full bathroom from hansgrohe which will be aesthetically harmonious and highly functional, making daily encounters in the bathroom seamless.

“At hansgrohe, we continuously focus on innovation in design and products that integrate futuristic technology. All our products are designed in association world renowned designers to ensure that they exude timeless designs that fit in any bathroom environment in harmony. Our products, additionally, are equipped with advanced water-saving technologies like EcoSmart and CoolStart. These technologies integrated in our faucets and showers, helps us meet the growing demand of the eco-conscious customers without compromising on the performance,” he informs.  

Engagement with partners

Malhotra shares hansgrohe actively engages with key stakeholders on multiple levels. By hosting regular workshops and training sessions, the company connects with the stakeholders closely and showcase the latest offerings. It also ensures the partners are well-informed about the bathroom solutions. “We also collaborate closely with them on projects, providing tailored support and technical expertise to meet their specific requirements. We constantly participate in industry events and exhibitions, where we get multiple opportunities to network and build strong relationships with the key players. By maintaining open lines of communication and offering exceptional service and support, we ensure our partners view hansgrohe as a trusted and valuable collaborator in their projects,” says the MD.

India and global markets

hansgrohe firmly believes in understanding end users’ requirements and creating products aligned with these needs. It’s never been the other way around. “Additionally, partnering with world-renowned architects and designers help us achieve design perspective across the world and timeless aesthetics in our products. I believe these practices being integral to every product that we design and manufacture has helped us cater to the varied customer groups globally. On top of it, our dedication to quality in products and service has cemented hansgrohe as a trusted and respected brand in India and globally,” he says.

Globally, hansgrohe maintains its positioning by continuously pushing the boundaries of technology and design while prioritising environmental responsibility. The company leverages its rich heritage and forward-thinking research to create products that enhance everyday living. This commitment to innovation and excellence ensures that hansgrohe remains a premium, globally recognised brand in the bathroom and kitchen industry.

Luxury and innovative products

hansgrohe’s innovative products play a crucial role in enhancing luxury hospitality experiences by offering cutting-edge technology, elegant designs and unparalleled performance. “Our faucets and showers are engineered to deliver precise water flow, optimal temperature control and exceptional durability, ensuring an unforgettable and rejuvenating experience for guests. By integrating our products into high-end bathroom spaces, luxury hotels can offer an elevated, sophisticated experience that aligns with the highest standards of comfort and aesthetics, truly defining what luxury means in the modern hospitality industry,” says Malhotra.

With AXOR and hansgrohe, the company has been able to create products that exemplify luxury and path-breaking design, positioning the company as one of the industry leaders. “Be it our showers, faucets or the latest ceramics range, hansgrohe has been able to deliver what it promises to its customers,” says he, adding the company’s latest Pulsify shower range, with the innovative PowderRain spray, offers a truly immersive showering experience. Then there’s the unique PowderRain spray creates a cocoon of micro-fine droplets, providing a sensation of gentle rain, enhancing relaxation and comfort.  

On the other hand, the newly launched AXOR ShowerComposition designed by the world-renowned creator Philippe Starck presents novel possibilities for individual expression. Whether as an all-in-one shower panel or a personalised arrangement of floating modules, AXOR ShowerComposition offers exceptional performance, including immersive PowderRain spray mode in overhead and shoulder showers with angle adjustment. AXOR Shower Composition provides the maximum of services by using the minimum of matter.