Over the past few years, the premium bathroom segment has seen tremendous growth and demand for solutions is rising. The pandemic has further boosted this demand-led expansion. One of Hyderabad’s leading dealers of green bathroom & plumbing fittings, tiles, and sanitaryware, Aparna Enterprises (Unispace), has ridden the wave of expansion. In this edition of Retailer Talk with BuildingandInteriors, we invitedMr. Satish Bhargav, an upscale businessman, to share his valuable insights on various business strategies for bathroom fittings and sanitaryware segment.
So, read our conversation with Mr. Satish Bhargav, CEO of Aparana Enterprises (Unispace) to learn about the latest trends and new ways of networking in the industry.
About the business
Aparna Enterprises Limited (AEL) was founded in 1990. We are proud to be a part of the highly accomplished Aparna Group. Aparna Enterprises originally began as a distribution company for ceramic tiles and now stands tall as a pioneer in other commercial enterprises. We have developed ourselves as one of India’s most recognised and creative building material manufacturers over the past 30 years. Aparna Enterprises Limited, Aparna Constructions, and Aparna-Craft Exteriors Pvt. Ltd. make up the Aparna Group. Under AEL, we manufacture double-charged and GVT tiles under the brand name Vitero Tiles and UPVC doors and windows under the brand name Aparna Venster. We also extrude UPVC profiles under the brand name Okotech, with which we cater to pan-India UPVC fabricators. Aparna Constructions is into high-end villas and apartments (gated communities) serving 14,000+ happy families and has executed 28 million sq. ft. so far.
Aparna-Craft Exteriors Pvt. Ltd. manufactures facades/aluminium doors and windows in collaboration with Craft Holding-Hong Kong, for technical know-how. We manufacture aluminium doors and windows under the brand name Alteza.
Business & brand portfolio
Through a variety of enterprises in building-material products, we take pride in having the greatest market share in South India. We deal in RMC (ready-mix concrete), UPVC Window and Door Systems, UPVC Profiles, Tiles, Sanitary Ware & Kitchens, Paint, Aluminium Window & Door Systems, and Facades & Exteriors. Under the umbrella of Aparna Unispace, we feature numerous luxury brands like Armani, Roca, Fantini, Paffoni, Nobili, Catalano, Duravit, Sternhagen, SCHELL, Tece, Geberit, Inda, Numa Mirrors, Stiebel Eltron, Giacomini, Oyster, Effegibi, Nolte Kitchens, and Jotun Paints.
Partnership & experience with SCHELL
We associated with SCHELL in the year 2013. The goal was to onboard a brand linked with positive attributes and build value and equity for the company. SCHELL undoubtedly proves itself right in all of the aforementioned points. Another likeable characteristic of the brand is its support and after-sale service. For plumbing, bathroom fittings, and sanitaryware dealers, dependable service from the brand is a must. This further makes the bond between us and the brand stronger.
SCHELL is an extremely reliable brand. The three things that set SCHELL apart from other bathroom fitting brands are:
1. They manufacture green bathroom fittings for residential and public use (where there is heavy usage) and in private toilets.
2. The brand emphasises user hygiene and water-saving techniques.
3. Their products have precision derived from German engineering.
Post pandemic trends in the bathroom fittings & sanitaryware retailing
At present, customers are open to experimenting with hygiene and aesthetically crafted bathrooms. They are moving from regular Chrome finishes to coloured finishes for bathroom fittings and accessories. Contemporary and regular designs are widely accepted over classical and traditional designs. The gold finish bathroom fittings are now in popular demand, and so are matt finish faucets in black.
Due to the widespread effect of the pandemic, another trend that is dominating the bathroom segment is touchless, green, and intelligent fittings. Sensor faucets for wash basins and sensor urinals from SCHELL are life savers in times like these. They provide hygienic touchless operations that are crucial for public facilities like malls, hospitals, and other institutions.
New platform for networking with bathroom fittings & sanitaryware dealers and brands
In today’s world, social media plays a pivotal role in every business. It is one of the main reasons why particular brands are popular across the globe. Having said that, the Indian market in sanitaryware is still emotionally biased. Clients still like to have a touch and feel of the product in real life. The new-age retailing methods are a real change maker for the world, and especially for retail. Thus, the internet has allowed retailers to connect with potential customers and promote their brands in entirely new ways for every segment be it green bathroom fitting or sanitaryware.
Networking with both our competitors and the brands that we associate with is one of our invaluable resources for keeping us up-to-date and learning what’s coming down the pike. For this, we actively participate in industry-related exhibitions, launches, and seminars. We are also active on social media like LinkedIn where people share ideas and news and learn from one another. Other sources of networking are engineering and architecture web journals, blogs, and e-newsletters that publish the latest news, opinion, and trends to keep on track with the emerging trends and launches in our industry.