Asian Granito forays into Sanitaryware

Kamlesh Patel, CMD, Asian Granito India Ltd

With an aim to provide ‘Complete Bathroom Solutions’under one roof, Asian Granito India Limited (AGIL), one of India’s tile companies has ventured into Sanitaryware. Company is entering the Sanitaryware segment with 160 SKUs in products including Wash Basins, Water Closets (WC), Urinals, etc. Commercial Launch of ‘AGL Sanitaryware’ is expected by June 2019 across India.

Company is launching Sanitaryware in the mid and mid premium segment under the brand name of AGL. They are investing around INR 8 crores for the expansion in the Sanitaryware business and expect the segment to contribute around INR 80-100 crore in the next 4-5 years.

Kamlesh Patel, CMD, Asian Granito India Ltdsaid, “Expansion in the Sanitaryware is in line with company’s growth strategy to focus on Asset light and Capital light business model, becoming a strong retail brand in the domestic as well as exports market and achieve a leadership position in key business segments. In line with our strategy, we are venturing in the Sanitaryware with ‘Outsourcing Model’ – Sourcing from domestic markets as well as import from Europe and China in the first phase. Company will be setting up its own manufacturing facilities in the coming time. Asian Granito is committed to become a leading ‘Complete Bathroom Solutions’ brand and is also planning to enter in the faucets in near future.”

Asian Granito India Ltd will look to leverage its existing tiles marketing and distribution network for the Sanitaryware. Company has over 6,000 touch points with dealer & sub-dealer network; 291 exclusive AGL Tiles showrooms and 13 Company-owned Display Centres across India. Solely for the Sanitaryware vertical, company is in the process of appointing 30 exclusive distributors, 100 dealers and around 200-250 sub-dealers.

Mukesh Patel, Managing Director, Asian Granito India Ltdsaid, “Asian Granito India Ltd today is ranked amongst top 3 listed ceramic tiles companies in India and we would aim for a similar scale in the sanitaryware business in coming years. We are entering sanitaryware with 160 SKUs in Wash Basins, Water Closets (WC), Urinals, etc and expand the product range gradually. AGL Sanitaryware will launch commercial operations in June 2019 Pan India. We estimate the sanitaryware segment to contribute around INR 80-100 crore revenue over next 4-5 years.”

Sanitaryware industry in India is estimated at around INR 4,500 crores and growing at around 10-12% annually. Morbi cluster in Gujarat accounts for about 65-70% of India’s tiles and sanitary ware products in volume terms, with more than 800 factories in the region. 60% of the industry is organised while 40% with unorganised players.

Asian Granito India Ltd. (AGIL) has around 1400 designs across segments. The company offers wide range of products including, ceramic floor, digital wall, vitrified, parking, porcelain, glazed vitrified, outdoor, natural marble, composite marble & Quartz, etc.

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