India Sanitary Ware Market Overview, 2028

The development of the sanitary ware market in India has been majorly driven by increasing urbanization & improving customer awareness regarding new bath accessories. A home with at least one bathroom has become a need in urban regions, which in turn has led to a rise in demand for bathroom fittings. There are two types of companies that manufacture sanitary ware in India. One is the unorganized companies that chiefly serve the masses or customers with low income. The other is that organized companies cater to the premium market segments. The sanitation level still needs to improve further in India compare to developed countries. Economy price sanitary ware & bath fitting market will grow at a higher compared to the premium segment in terms of growth. Indian Sanitaryware Market size is more than 60 billion INR turnover per annum.

According to a recently published report by Bonafide Research “India Sanitary ware Market Overview, 2022-28”, This growth can be attributed to reasons like increasing disposable income, rapid urbanization, and changing end-user preferences. The market further gets a boost because of increasing positivity in the hospitality and tourism industry along with various Government initiatives like Clean India Campaign to prompt sanitation in the country. Major players operating in the organized industry are HSIL, Cera Sanitaryware, Parryware Roca, Kohler India, Duravit India, and Jaguar. The ceramic sanitaryware industry usually comprises those fixtures and components that are used for sanitation purposes ranging from a variety of products such as washbasins, water closets, bathtubs, and faucets among others. But this report includes products like wash basins, water closets, cisterns, seat covers, vanity basins, sinks, bidets, pedestals, accessories, etc. The unorganized players manufacture sanitaryware items using conventional technologies and cater mainly to the mass market or low-income strata group. Whereas organized players employ the latest world-class technologies for production and majorly serve premium and super-premium market segments. The sanitaryware market is further categorized based on prices into low-end, mass-market, premium, and luxury.

The sanitaryware market is fragmented based on geography into North, East, West, and South. The South region dominates in the consumption of sanitaryware products owing to increased awareness and higher literacy rates in those regions. The demand for sanitaryware items which comes from the development of new infrastructure, buildings, etc., is known as new demand whereas, in the case of renovations or remodeling, the demand is called replacement demand. Likewise, based on end-users the sanitaryware market is categorized into the retail sector and institutional sector. The retail sector encompasses residents or people who buy sanitaryware products for their personal use from retail outlets or online. Whereas institutional sales are usually done in bulk and the prospective customers include real estate (commercial and residential), hospitals, hotel industries, government institutions, schools, colleges, etc. The market growth of the country is associated with key factors such as increasing purchasing power and the rapidly developing construction industry.

Global sanitaryware brands are putting up their plant in India to cater to growing domestic sanitation needs and export to the world. India has the advantage of good quality raw materials, low labor cost, better infrastructure, skilled manpower, and growing domestic market demand. India is the world’s second-largest sanitaryware producer & exporter after China with an installed capacity of around 40 million pieces/per year. More than 75% of Indian sanitaryware production comes from Gujarat state-based ceramic cluster Morbi and other parts of Gujarat state. Global MNC sanitaryware brands Kohler, Duravit, Toto, Roca, RAK, and Lixil (American Standard & Grohe) have set up their plants in India. There is a strong possibility that global sanitaryware importers will prefer India for sourcing their sanitarywares and bath fitting needs. Indian Sanitaryware producers can cater to customized needs under bulk OE production and have all kinds of products for low-end to high-end price segments.

Hardware is one of the leading brands in sanitary ware not only in India but across the globe. HindwareTwyfords mainly to produce vitreous ceramics in India has become a global brand producing the best world-class sanitary ware products. Unlike some other sanitary ware brands in India, American Standard has a strong presence in the country. Basin faucets, Bidet Seats, toilets, washbasins, and bathtubs are among the numerous items available.

Key players in Indian sanitary ware market includes:-Hindustan Sanitary Ware India Limited, Jaquar and Company Private Limited, Kohler India Corporation Private Limited, Roca Bathroom Products Private Limited, Duravit India Private Limited, H. & R. Johnson (India) TBK Limited, Cera Sanitaryware Limited, Somany Sanitary Ware Private Limited, Toto India Industries Private Limited, Neyer India Limited. Other prominent players are expanding their presence in the market by implementing various innovations and technology. The market players compete based on the given product quality and the new and cost-effective manufacturing process, which can give them better yield and optimize the process for more and better production.

Impact of COVID19
The World Health Organization (WHO) now considers the novel coronavirus (COVID-19) to be a pandemic. Developing countries are particularly at risk of COVID-19 due to a reduction in the labor force, which affects economies and livelihoods as well as a reduction in production operations. Due to the high infection rate and adverse impact on public health systems, various governments have enforced nationwide lockdowns significantly impacting manufacturing supply chains, trade, and related services. Considering that most of these industries have been impacted due by the lockdown, it is expected that the demand would also get impacted going forward. Production and operation, and infrastructural development activities have slowed down on account of the spreading of coronavirus, which is further anticipated to impact the demand for the sanitary ware market. Due to covid-19, there is a rise in demand for sanitary ware for better cleaning and maintaining proper hygiene across the surrounding. The rise in good sanitary products will drive the market in the upcoming year.

Considered in this report
• Geography: India
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• India Sanitary Ware market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product
• Toilet Sink (Commodes) and Cistern (Water Closet)
• Wash Basins (Vanity Basins, Pedestal, Wall hung, Table top, Corner, etc.)
• Urinal
• Bathtubs
• Others

By Technology
• Slip casting
• Pressure casting
• Others

By End User
• Residential
• Commercial

By Distribution Channel
• Offline
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by conducting telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the sanitary ware industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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Manmayi Raval

Research Consultant

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