Parryware Roca eyes 20% Share of Premium Sanitaryware Market
Rs 30 crore earmarked for advertising,
Chennai, April 12, 2007: Parryware
Roca aims to capture 20 per cent of the premium sanitaryware and bath
fittings market. To this end, it has hastened plans for the Spanish
Roca brand. It has begun seeding the market with imports from Spain
- originally, it had planned to market it after manufacturing it in
its new factory at Perundurai in Tamil Nadu. Ten exclusive showrooms
for this brand are already up and running and 25 more are expected
to come up in the next six to nine months.
Mr K.E. Ranganathan, Managing Director, Parryware Roca, told Business
Line that the company wants to be aggressive as the other players
had begun eyeing Parryware's 46 per cent market share, till now present
in the sub-premium and budget segments. Now that it has Roca in the
premium segment, it does not want to lose out on market share, he
explained, adding that this market is growing at 25 per cent every
The premium segment in the country accounts for Rs 100 crore in a
larger market of Rs 900 crore. While there is no clear leader, several
players including Kohler, American Standard, Toto, Villeroy &
Boch are present in India. The sub-premium segment, in which the Parryware
brand operates, is estimated at Rs 350 crore. Johnson & Pedder
is the company's budget brand, a market estimated at Rs 150 crore.
Now that Parryware is a joint venture with Roca of Spain, it needs
to "shout louder," said Mr Ranganathan, adding that advertising
and marketing spend is being doubled from Rs 15 crore to Rs 30 crore.
The company has shifted its advertising account from long-time partner
JWT to Ogilvy & Mather. The decision to do so was driven by the
need for fresh ideas, he said. Ogilvy & Mather will focus on creating
awareness for Roca and strengthen the emotional connect for Parryware
with a new brand campaign slated to break next month. The company
also plans to strengthen regional advertising.
Of the Rs 30 crore earmarked for advertising and marketing, Rs 18
crore will go into advertising and the rest will be spent on showrooms.
Parryware Roca will open another 20 experience centres but these will
be in partnership with dealers. Currently, sales are not conducted
in the centres but the new ones will facilitate sales as well.