From immersive brand stores to sustainable practices, Sudhandhu Pokhriyal, CEO of Hindware’s Bath and Tiles Business speaks to BW Retail World in an exclusive conversation
For Hindware, a brand entrenched in the ethos of Indian households for over six decades, the essence lies in understanding the pulse of the consumer. “Many categories, especially in FMCG types, where international competition has not made significant inroads, Indian companies are excelling,” explains Sudhanshu Pokhriyal, CEO of Hindware’s Bath and Tiles Business. “The difference lies in marketing. Consumers gravitate towards brands, and our firm belief is that marketing is the starting point of our journey.”
Innovating Beyond Borders
Hindware’s success lies in a relentless pursuit of innovation, backed by a strong marketing ethos. As Pokhriyal elucidates, “Innovation is not merely about introducing new products; it’s about the speed of innovation.” Hindware understands that in a competitive market, continuous evolution is key.
Hindware’s marketing strategy is deeply rooted in consumer insights. Understanding that middle-class India often experiences luxury bathrooms in five-star hotels, the company leverages this aspiration by bringing similar experiences into consumers’ homes. Through captivating taglines and strategic media placements during IPL matches, Hindware ensures its brand message resonates with its audience.
From Showrooms to Brand Stores
With a keen eye on consumer behaviour, the company has expanded its distribution network while enhancing the retail experience. Pokhriyal emphasised the importance of brand stores, which serve as showcases for Hindware’s latest innovations and designs.
“New products emerge sporadically, but new designs breathe life into the category and over 25 per cent of our revenue is coming through NPDs (new product designs) and new products itself,” he articulates. With the revenue attributed to new product designs, Hindware’s product team operates on a perpetual quest for innovation, ensuring a seamless fusion of form and function.
Over the past three years, Hindware has witnessed exponential growth in its brand stores, with plans to expand further. These stores not only offer a wide array of products but also provide consumers with immersive experiences, such as live displays and interactive features. By strategically positioning these stores across tier two, tier three, and tier four cities, Hindware ensures its presence is felt far and wide.
Digital Integration: Bridging Online and Offline Experiences
In an era dominated by digital technology, Hindware has integrated its offline and online channels. Whether consumers prefer to shop in-store or browse online, Hindware ensures a consistent and engaging experience. Through innovative tools like visualisers, consumers can explore Hindware’s products from the comfort of their homes or while visiting a retailer.
Pokhriyal expounds on Hindware’s omnichannel approach, seamlessly integrating virtual visualisation tools into both offline and online retail experiences. “The future lies in omnichannel retail,” he asserts, elucidating Hindware’s strategic investment in digital infrastructure to augment consumer engagement and convenience.
Hindware remains steadfast in its commitment to expansion. “We’ve witnessed exponential growth in distribution, facilitated by strategic collaborations with distributors,” Pokhriyal affirms. With over 31,000 outlets nationwide and a burgeoning network of brand stores, Hindware fortifies its market reach, ensuring omnipresence across tiered cities.
By listing a wide range of products on platforms like Amazon and Flipkart, Hindware ensures its products are accessible to consumers across geographies.
Sustainability at the Core
Sustainability emerges as a cardinal tenet guiding Hindware’s ethos. From zero-discharge manufacturing plants to solar-powered facilities, Hindware champions eco-conscious practices, spearheading the industry’s transition towards sustainability. “We’re committed to sustainability at every juncture of our operations,” Pokhriyal highlights, underscoring Hindware’s steadfast commitment to environmental stewardship.
Luxury Redefined: Catering to Diverse Consumer Needs
As consumer preferences evolve, Hindware stays ahead of the curve by offering a diverse range of products catering to different segments of the market.
“Luxury transcends mere extravagance; it embodies a synthesis of comfort and convenience,” Pokhriyal opines. Hindware’s foray into luxury encompasses a spectrum of sensor-based faucets, automated toilets, and value-added products, epitomising the convergence of luxury and utility.
However, amidst the allure of luxury, pricing remains a pivotal determinant of success. Pokhriyal elucidates Hindware’s pricing philosophy, emphasising the delivery of unparalleled value across product categories. “Even at the zenith of luxury, our products epitomise value,” he affirms, elucidating Hindware’s unwavering commitment to consumer-centric pricing strategies.
Price with Purpose: Delivering Value
In the realm of pricing, Hindware maintains a strategic approach aimed at delivering value to consumers. Whether it’s a mass-market product or a luxury offering, Hindware ensures consumers feel they’re getting great value for their money.
“Even at the zenith of luxury, our products epitomise value,” he affirms, elucidating Hindware’s commitment to consumer-centric pricing strategies.
By offering feature-rich products at competitive prices, Hindware establishes itself as a brand synonymous with affordability and quality.
