From utility to a defining, almost calming space in a homeowner’s psyche; the bathroom, once a purely functional space, has undergone a dramatic transformation, writes Shiozawa Kazuyuki, Managing Director, TOTO India, a Japanese Luxury Sanitaryware Brand
India’s economy is of global importance. With a large and young population and an open and democratic political system, the county has emerged as the fifth largest economy and a key contributor to global economic growth. Yet there remains considerable untapped potential. In the premium sanitaryware market, this potential is being realized through, the ever-increasing role of ‘influence’, a factor that enables the growth of innovation, design & hygiene education to push forward at a remarkable pace.
From utility to a defining, almost calming space in a homeowner’s psyche; the bathroom, once a purely functional space, has undergone a dramatic transformation. No longer just about utility, it has evolved into a personal sanctuary—an extension of individual style and aspirations. A shift driven by the social media algorithm, there is visible and redefining shift in the way consumers perceive and engage with premium sanitaryware in India. From Instagram-worthy aesthetics and digitally fuelled trends to innovative features and a key attention to detail – the boundaries of design, functionality, and technology have been pushed like never before!
The organized Indian sanitary ware Market reached USD 319 million in 2023, projecting a CAGR of 8% approximately during the forecast period of 2025-2029. The market has experienced substantial growth and transformation, influenced by changing lifestyles, increased urbanization, and elevated living standards.
According to a KPMG report, the rising trend of urbanisation and rising consumer disposable income are expected to propel the luxury market in India to a CAGR of 20% over the coming years. With rising disposable incomes and an increasing desire for elevated living, India’s middle and upper classes are driving demand for high-end bathroom solutions. Beyond the traditional growth factors for the industry, such as quality and durability, today’s consumers seek a certain “look” and “feel”—a sophisticated lifestyle they can showcase for which social media plays a crucial and ever-increasing role in preference mapping and shifts.
The future outlook for the ceramic sanitaryware industry in India is positive, with expected growth trends driven by emerging opportunities such as customized and sustainable products. However, industry players must also be prepared to face potential risks and challenges such as regulatory changes and disruption from new technologies and materials. To succeed in the industry, companies should focus on innovation, building a strong brand, investing in research and development, building resilient supply chains, adopting sustainable manufacturing practices, and investing in the training and development of their workforce.
As per Forbes, 80% of consumers make buying decisions based on a social media post – hinting that the era of virtual word-of-mouth recommendations is in full effect. As the link between social media and consumer purchasing behaviour only grows, platforms such as Instagram, Pinterest, and Facebook have become virtual showrooms for luxury sanitaryware, democratizing access to global design trends. Even in remote parts of India, consumers are exploring international styles and integrating them into their homes; leveraging the power of social, to build interior design-worthy bathrooms by allowing aspirational content to spark a desire for premium bathroom aesthetics.
In the social media subset of the sanitaryware sector influence, influencer marketing is particularly powerful. When a lifestyle influencer showcases a designer faucet or a high-tech shower, it gains instant credibility, resonating with their audience in ways traditional advertising struggles. Gen Z, in particular, relies heavily on peer recommendations, with 70% considering close friends and family as key influencers. Engaging with content visually, 80% of this group uses immersive images and videos for self-expression. As they go on to immerse themselves in the workforce, their habits and behaviour are only expected to push this trend further.
As this digital revolution extends beyond mere product promotion—it’s redefining what “luxury” means in bathroom design. Previously, premium sanitaryware focused on high-end materials and durability. Today, it’s about creating a visually striking, technologically advanced, and sustainable space, that also incorporates the previous two aforementioned criteria. Sleek lines, minimalist aesthetics, smart fixtures, and eco-friendly innovations are now integral to modern luxury bathrooms—trends amplified by the power of social media. According to Zion Market Research, the global smart bathroom market is expected to reach $6.5 billion by 2026, with India being a key growth market.
As social media continues to foster growth in the industry, increasing desire and fuelling demand for premium sanitaryware; It’s important for consumers to make informed choices. Empowering consumers, driving innovation, and reshaping industry standards, the power of digital influence continues to grow brands and the industry at large. Leveraging this shift effectively will lead to the next wave of growth in India’s evolving premium sanitaryware landscape. As we continue to build alongside the power of social media, the need for education in the aspects of technology and hygiene cannot be downplayed, playing an important role in the long-run growth of the sector. Seeking to build hygiene and technology as a pillar of growth; the power of social must also be leveraged to build these two important pillars.
