In an interview with BW Retail World, Abdulkader Bengali says that changing consumer lifestyles and increasing urbanisation are driving interest in luxury living
Riding on rising demand for premium bathroom solutions and the shift towards luxury housing in India, Hansgrohe is preparing to significantly scale up its assembly line footprint in the country. Abdulkader Bengali, Managing Director, Hansgrohe India, said the company is targeting a six-fold expansion in assembly line capacity by 2030, as part of its localisation strategy aimed at improving supply speed, enhancing cost efficiencies and strengthening market access.
In an interview with BW Businessworld, Bengali said that the company, currently present in 126 cities with roughly 250 different partners, is looking at a bi-directional approach to growth, which involves both consolidation and expansion. He highlighted that changing consumer lifestyles, increasing urbanisation and the growing share of homes priced above Rs 1 crore are driving interest in luxury living, with bathrooms increasingly being viewed not just as functional spaces but as wellness zones.
Speeding Up Supply To Market
Bengali said localisation will play a key role in the next phase of growth for Hansgrohe in India, with the company ramping up assembly line significantly. He noted that the capacity is set to almost double in 2026 compared with last year. Greater local manufacturing, he said, will help “speed up the supply to the market,” improve service to customers and partners, and create “efficiency in terms of cost,” allowing the company to offer its premium brands at relatively better prices than fully imported products. A lot of investment is going on, both in terms of digital space, floor space and new initiatives, he added.
“This year we are starting off and hopefully if everything goes well, by April, we should be kicking off a very new initiative where we will be sourcing directly as raw materials and components and finished goods from various parts of the world, which is again in the same direction to build efficiency, speed,” he emphasised.
He noted that the opportunity today lies across India, with consumers in tier-3 markets increasingly willing to opt for premium offerings. Hansgrohe is currently present in about 126 cities with around 250 partners across the country and the company plans to both strengthen its presence in existing markets and expand into newer ones.
“We have two visions. One is to consolidate. The other is to expand. We will consolidate in markets where we have to. We will expand in markets where we will have to, so that consumers can understand, get the experience of what the true value of a shower is through Hansgrohe and so on,” he explained.
Balancing Between Axor And Hansgrohe
Bengali said the company follows a differentiated distribution strategy for its two brands, positioning Axor as an ultra-premium offering while expanding the reach of Hansgrohe across the market. He noted that Axor is targeted at the top end of the luxury segment and is available only through select outlets to maintain exclusivity.
“Axor is not available everywhere. We are very selective in terms of our distribution of Axor. It will be seen only in limited outlets. That is where we are creating a differentiation of Axor,” the MD explained.
He added that the brand has strong appeal among architects, developers and high-net-worth individuals, while Hansgrohe products are distributed more widely through around 250 outlets across the country.
The MD said that partnerships with architects, real-estate developers and the hospitality sector play a crucial role in driving growth for Hansgrohe in India. He noted that architect designers and developers have consistently supported the brand, helping it reach consumers through premium residential and commercial projects.
“The third element on which we are working very strongly is the hospitality segment as well. So, these are three broad pillars, which typically is enabling us to reach out to the consumers, he emphasised.
Long-term Growth Plan
The MD explained that the long-term vision for Hansgrohe in India is to emerge as one of the group’s top-performing markets globally. He noted that the company aims to become one of the top five subsidiaries worldwide, positioning India as a key growth engine for the group in the coming years.
He added that while India currently contributes a relatively small share to the global business, the aspiration is to eventually account for around “10 per cent of the group’s revenue,” reflecting the company’s confidence in the market’s long-term growth potential. “Our aspiration and our vision is to become a top 10 per cent of the group’s revenue in the years to come,” he added.
Reflecting on the company’s 125th anniversary, Bengali said it is a proud moment for the organisation and a reminder of the responsibility to build on the legacy and “strengthen the foundation for another 125 years.”
Shift Towards Luxury Housing
Bengali pointed out that a shift toward luxury living in India is influencing demand for premium kitchen and bathroom fittings. He noted that homes priced above Rs 1 crore are seeing a growing share, rising from about 51 per cent in H1 2024 to 62 per cent in H1 2025, indicating that more consumers are opting for higher-value housing and premium home solutions.
“If you go deeper, Rs 1 crore and above ticket size, or let us say Rs 3 crore and above ticket size, has also grown last year. Some of the categories, some of the ticket size have grown double digit as well, which means the industry trend is moving towards luxury living,” he highlighted.
He added that bathrooms are increasingly being viewed not just as functional spaces but as areas focused on “wellness” and holistic living. At the same time, sustainability is emerging as a key consideration for consumers, with growing awareness around resource use. Bengali said several products from Hansgrohe in India carry green certifications.
“We are among the very few manufacturers who have a significant portion of our products as IGBC green pro certified. This indicates that for us, sustainability is not about numbers; it is in our DNA. That is exactly what we do day in and day out,” he added. He noted that technologies such as EcoSmart and CoolStart are designed to enable water and energy savings, reflecting the company’s focus on responsible resource use. The MD explained that more than 700 of the company’s products in India carry green certifications from bodies including the Indian Green Building Council.
