Kajaria launches its exclusive sanitary ware brand Kerovit, aiming to strike that perfect balance of innovative design and competitive pricing.
Synonymous with creating aesthetic design, Kajaria Ceramics Limited, one of the largest wall and floor tile manufacturing companies in India, has launched a white-ware ceramic sanitary brand called Kerovit.
Kerovit’s product portfolio is designed to cater to the aspirations of its discerning consumers by providing them with stylish, classic, innovative yet economical bath solutions. Its product range comprises of wash basins, WCs and touch free, dual flush concealed cisterns along with a range of designer control panels to choose from.
Commenting on the launch, Mr. Rishi Kajaria (JMD), Kajaria Ceramics Limited opined, “Kerovit is known for its blend of simply elegant aesthetics, enduring style and subtle luxury. Kerovit is a logical extension to the promptness and speed with which we cater to the continuous and ever evolving consumer trends and surpass their expectations.”
Perceived to be an in-vogue sanitary brand, Kerovit’s extensive product range uses international quality materials and is available at competitive price points starting from Rs. 3,000. To further harmonise its position as an eloquent and elegant brand, Bollywood actress, Nargis Fakhri has been roped in to be its brand ambassador.
Kajaria’s idea behind starting an exclusive sanitary ware brand is a logical extension to its long term strategy. Explains Mr. Rishi Kajaria, “The sanitary ware market is currently set to grow at a rate of about 15% per year. In addition, sanitary ware is an inevitable extension of our capabilities as a business. We have specialised in tiling for the last 25 years and have pioneered numerous innovations and technologies in the industry which have allowed us to become market leaders. In today’s competitive market, diversification is the key to growth, so it is only natural that we have decided to leverage our resources into diversifying our product portfolio – thereby being able to offer our customers a complete solution for their interior and renovation needs.”
As far as their marketing strategy is concerned, it will be quite a challenge to compete with the already well-established brands in the Indian market. To meet this goal Kerovit plans to capitalise on Indian sensibilities. “As a consumer group, Indians are probably one of the most shrewd and astute when it comes to making a purchase decision. They scrutinise, analyse and compare possibly every product feature before making their final choice. They demand unsurpassed quality and aesthetics as well as an unbeatable deal and that is where we come in. Kerovit products appeal to cultured Indian design sensibilities – which tend to be inspired by European design innovators like Italy and Spain. At the same time, our products also respect the Indian psyche’s sensitivity to value for money, making Kerovit the ultimate choice for our customers’ sanitary ware needs,” this comment by the young and motivated Joint Managing Director, Mr. Rishi Kajaria, pretty much sums up the strategy for their new brand.