Interview with Asutosh Shah, Managing Director of Duravit India Private Limited

What is the expected growth rate of sanitaryware market by 2022 in India?

The growth of the sanitaryware industry is mainly attributed to the increasing need for sanitation facilities. The awareness for basic sanitation, rising disposable income, and the growing demand for luxurious products are additional factors propelling the demand for the industry. Various reports reveal that Asia-Pacific is projected to be the fastest growing market for ceramic sanitary ware from 2017 to 2022.

Tell us about Duravit’s latest designer collection?

This year, Duravit and the Danish designer Cecilie Manz present their interpretation of Nordic chic with a new series: “Luv.” The new programme stands out above all thanks to an elegant purism that fuses modernity and warmth. Luv marks the first collection where Duravit has used matt glazes in soft tones on the outside of the DuraCeram wash bowls to contrast the high-glaze white ceramic inside the bowl. New, soft, characteristically-Nordic colours were incorporated into the furniture finishes for a fresh look and style that is unlike anything Duravit has previously launched. Luv combines Nordic design with new technologies, colours and materials, which are impressive in terms of both feel and function making it hard not to love it.

What are the key factors driving the global and Indian sanitaryware market?

Global sanitaryware market is set to grow due to the growth in the real estate sector due to changing needs like wellness, SPAhygiene leading to complete new revolution in bathroom. In addition, rapid urbanization, rise in disposable income of the middle-class population has also contributed to the growth of the market in total.

What are the key market trends impacting the growth of the Indian Bathroom market?

In a world where high living can be afforded more and more easily, topics This year,

Duravit and the Danish designer Cecilie Manz present their interpretation of Nordic chic with a new series: “Luv” such as health and hygiene become more and more important. Global trends such as clean eating, living a healthy lifestyle, staying fit and in shape through sports and fitness, living consciously and sustainably by relaxation and wellness, sum up to something we can call “clean living”. Since health goes hand in hand with hygiene, number one product to meet this trend will be SensoWash.

Are your products designed with sustainability and green concepts?

Sustainability and water saving products have a very important impact on bathroom design. In general, the contemporary bathroom has to meet sustainable design, green production and ecological usability. In its overall balance, it is economical but nevertheless joyful and relaxing. The upcoming challenge will be to develop innovative solutions and to optimize existing technologies that are already on a very high level today. That includes water saving as well as energy saving and environmental friendly production processes. For example, our new material DuraCeram® is thinner and notable for its extreme accuracy.

What do you think the government has done to promote ease of business for the sanitaryware industry?

India has emerged as the major bath and sanitaryware market in Asia specific region. The sanitary ware market in India has grown rapidly during the last few years. The increase in housing sector demand, urbanization and Government initiatives for sanitation in rural India are the demand drivers for the sector. Government of India initiative, Swachh Bharat Campaign should accelerate the growth of sanitaryware industry further in India.

What are your latest investments and what’s next in your expansion programme?

Duravit India brought the idea of design in the bathroom from Germany and carried forward the Duravit brand successfully in India. Understandably, within a span of 14 years, the Duravit brand in India has propelled itself to the position of one of the most loved designer brands in the market. The construction of the Duravit ceramic factory in Tarapur in 2010 was not only a milestone for Duravit India, but also for the history of the entire Duravit-Group and its broader internationalisation strategy.

(This interview was originally published in The Tiles of India July-Aug 2017 issue)


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Cersaie 2020

Cersaie 2020

The Tiles of India going digital