Spanish bathroom solutions major Roca Bathrooms is looking to expand its brand Parryware's business and digital presence in India with new marketing strategies. The company, which is registering 15 per cent year-on-year growth, is investing Rs150 crore over the period of next three years to ramp up its seven production facilities.
In a candid chat with The Pioneer, Roca Bathrooms Products Pvt. ltd's Managing Director, Pau Abello said that India is a very important market for Parryware's parent company. The brand is even getting export orders and will soon start producing vitreous China and plastic products for exporting from India.
“Our company gets 85 per cent revenue in India from Parryware and the remaining from Roca products. India is a very important market for us and we are always willing to invest more in it. India is becoming a more competitive market than China for certain products,” said Abello.
As part of their new expansion plans, the company has unveiled its new logo and launched its new website, Facebook page and linkedIn account. According to Abello, one needs to enter the digital space to increase revenues in India. “In India, you need to be digital. This is not the trend in other countries,” he said.
The company's target consumers are "decision makers between the ages of 25-50" and it's also looking to target areas where they previously didn't have much presence in Tier II and III cities, aiming to add upto 100 dealers across all brands including Parryware, Roca and Armani.
On being asked about the company's plan to set up more manufacturing units in India, he said that "the existing four out of seven factories which are currently not producing to their full capacity will be utilised to increase production as part of the new expansion plan."
As part of their contribution towards 'Swachh Bharat Abhiyan', Parryware has already made 35 toilets in schools near their manufacturing units. They are also coming up with a technology which will save water as the company is keen towards sustainability and will produce 40,000 units of toilets which will use 2 litres of water per use.
"We are completely aligned with 'Swachh Bharat Abhiyan'. At Roca we believe that it is not only a question of products but also mindsets. In India we need to change the mentality of the people. This year we may launch a campaign for the same," said Abello.