As part of the transaction, Essel Bath Fittings will continue to operate under its existing brand, while Sloan will remain positioned as a premium brand
Sloan, a manufacturer of commercial plumbing systems, has notified a strategic investment in Essel Bath Fittings through the Foreign Direct Investment (FDI) route. Through this investment, the company is strengthening its local manufacturing footprint and positioning India as a critical driver of its global growth.
India’s bath fittings market, encompassing faucets and showers, continues to grow at an estimated 7 to 10 per cent annually, driven by urbanisation, housing demand and a clear shift toward branded, design-led, and water-efficient products. Sloan’s investment enables accelerated participation in this growth by combining Essel’s brand equity and distribution strength with Sloan’s technology leadership, as per the official statement.
“India represents one of the most exciting growth markets for Sloan globally, driven by rapid urbanisation, evolving consumer preferences and increasing demand for high-quality, water-efficient solutions. This strategic investment reflects our long-term commitment to the market and our belief in India’s potential not just as a key growth engine, but also as an important contributor to our global expansion journey,” stated Graham Allen, Sloan President and Chief Executive Officer (CEO), Sloan.
As part of the transaction, Essel Bath Fittings will continue to operate under its existing brand, serving mid-market customers who aspire to upgrade to better quality or more stylish products, while Sloan will remain positioned as a premium brand focused on high-end institutional, commercial and residential applications. This dual-brand approach allows the combined business to address a broad spectrum of customer needs, the company said.
“Essel has built a strong presence and deep market relationships over the past 25 years. This partnership allows us to build on that foundation, combining our market access with Sloan’s global expertise to accelerate growth in India and selectively expand into international markets,” highlighted Sameer Malhotra, Director of Sales and Marketing, Essel Bath Fittings.
Local Manufacturing And Exports
In addition, Sloan’s focus on water efficiency, touchless technologies, and responsible product design will be embedded across operations. With 80 to 90 per cent of products expected to be manufactured locally, the company aims to lower its carbon footprint, support India’s “Make in India” initiative and align with global environmental standards and certifications.
“This investment marks an important step in Sloan’s India journey. By combining local manufacturing with global innovation, we are building a comprehensive bath fittings portfolio that serves multiple segments, from aspirational to premium, while laying the foundation for long-term, sustainable growth in India,” noted Anil Sawhney, Managing Director, Sloan India.
The investment also reinforces India’s role as a strategic export base for Sloan, with exports expected to contribute approximately 20 per cent of overall business in the coming years. Following a compound annual growth rate exceeding 50 per cent over the past five years, Sloan India is well positioned to scale, supported by expanded manufacturing capabilities, a broader product portfolio and a strengthened go-to-market strategy, the company pointed out.
Looking ahead, Sloan plans a calibrated expansion into the business-to-consumer (B2C) segment in India over the next five years.
