Fluidmaster, a global leader in plumbing and bathroom solutions with over 150 years of engineering excellence, is making bold strides in the Indian market. In this exclusive interview with BuildingandInteriors, Shailabh Rathore, Director, Fluidmaster India, shares the company’s vision to become a one-stop destination for premium, sustainable and smart in-home water management solutions. From concealed flushing systems to upcoming innovations like heat pumps and water treatment systems, Fluidmaster is combining global expertise with local insights to meet the evolving needs of Indian consumers and professionals alike.
B&I: Fluidmaster is a leading name in the plumbing and bathrooms space globally. Can you elaborate on the complete portfolio of solutions with Fluidmaster in India?
Shailabh Rathore: Fluidmaster India is committed to addressing the diverse spectrum of household water management needs. Our current product portfolio spans:
- Concealed flushing systems
- Shower drains
- Toilet repair solutions
This allows us to serve both low-engagement markets (like toilet repairs) and high-engagement categories (such as integrated water management systems) ensuring that every household requirement is met with reliable and innovative products.
Over the next five years, Fluidmaster India aims to broaden its offerings by introducing a wide range of innovative water management solutions under a single brand. Planned additions to our portfolio include:
- Heat pumps
- Pressure pumps
- Water treatment systems
- Water storage solutions
This strategic expansion will position Fluidmaster as a one-stop destination for all residential water management needs in India, reinforcing our dedication to quality, innovation and customer satisfaction.
B&I: What are your expansion plans in India over the next 1-2 years?
Shailabh Rathore: As part of our growth strategy, Fluidmaster is set to establish a strong presence in top 20 cities across India over the next two years. This expansion supports our mission to become the one-stop solution for all in-home water management needs. We aim to establish Fluidmaster as a trusted household name—offering reliable, innovative and efficient solutions to a diverse & growing customer base.
B&I: Who are your target customers in India? Which segment of market (premium, mid-range, etc.) are you targeting?
Shailabh Rathore: Our focus is on delivering outstanding value, best quality & innovation to the diverse customer base which includes:
- Retail customers: Individuals seeking high-quality, stylish and durable flushing systems and plumbing & sanitary solutions for their homes.
- Plumbing consultants: Professionals who require reliable, advanced & spec-compliant products that integrate seamlessly into their technical specifications and project plans.
- Architects & interior designers: Creative visionaries who value aesthetics, integration & innovation.
- Builders: Construction professionals looking for dependable and premium-grade products that enhance the value and appeal of their developments.
- Hospitality sector: Hotels, resorts and other hospitality businesses that demand luxury, performance and distinctive design to create exceptional guest experiences.
Our products will be positioned in the Premium & Luxury segment of market. Each of our products is the result of superior design and craftsmanship, as well as precision engineering. They also reflect innovation, smart technology integration and a legacy of creating customer-centric solutions.
B&I: What are some of the USPs of your solutions vis-à-vis the competition in India?
Shailabh Rathore: With a legacy of over 150 years in engineering and innovation, our products are the result of deep technical expertise, generations of research, continuous improvement and a relentless pursuit of quality and uncompromising standards. We combine time-tested knowledge with cutting-edge technology to deliver solutions that consistently exceed industry standards and customer expectations.
Our commitment to quality is reflected in the rigorous testing and quality control processes that each product undergoes including design, development & manufacturing. This dedication has enabled us to achieve a broad spectrum of internationally recognized certifications, validating our product’s safety, reliability and performance across global markets adhering to stringent standards. Each product is engineered for performance, durability and efficiency, ensuring long-term value for our customers.
Our track record of innovation and global compliance stands as a testament to our leadership in the industry and our vision for the future.
We pride ourselves on pioneering technology and superior engineering, which drive our global innovation and engineering excellence. Our products are built for high endurance and come with some of the best warranty terms in the market, ensuring quality and durability. We also focus on ease of installation and maintenance, offering flexible setups that are quick, simple and maintenance-friendly. Finally, our comprehensive product range serves as a one-stop solution for water management needs, thoughtfully adapted to meet the specific requirements of the India market.
B&I: Quality acceptance curve is rising in India. How do you see this trend? What are some prominent problems and opportunities you see in this segment?
Shailabh Rathore: As a global leader in sanitary solutions, Fluidmaster is committed to quality and innovation as it targets long-term growth in India’s evolving market. With homeowners increasingly focused on bathroom upgrades and water management, Fluidmaster sees a key opportunity to offer smarter and more sustainable solutions. Emphasizing quality and innovation, the company aims to shape India’s bathroom market with performance, sustainability and user experience in equal measure.
Indian consumers are more engaged than ever in bathroom design and water management. However, despite growing interest, awareness about water conservation remains limited. There is a clear need for simple and consumer-friendly guidance to help users choose products that deliver strong performance while prioritizing water conservation. Fluidmaster is dedicated to bridging this gap through large-scale awareness initiatives and a sincere dedication to sustainability.
Fluidmaster invites industry partners, policymakers and consumers to join its mission of promoting quality, sustainability and customer-centric innovation in every Indian home.
We believe there’s a lot of room to play in a little space like the bathroom. That’s where design, technology, quality & responsibility come together. And that’s where we intend to lead.
Fluidmaster emphasizes that the bathroom, though compact in size, presents a huge opportunity for innovation. With consumers now viewing bathrooms as wellness zones, brands that put quality first with a customer-centric & sustainability-driven approach focusing water conservation are poised for long-term success. So, we see tremendous potential to innovate and make a big impact.
B&I: Bathroom solutions market demands more than just a good quality product. What are your strengths on warranties, installation support and after-sales service?
Shailabh Rathore: We proudly offer industry-leading warranties because we truly believe in the quality of our products. For certain items like valves, where most competitors offer little to no warranty, we provide a minimum five-year coverage.
Each product reflects our “easy to maintain and simple to repair” philosophy. Additionally, when it comes to support, we keep it straightforward: no questions asked. If it’s under warranty, we’ve got you covered. No hassles. No fine print.
B&I: What is Fluidmaster’s broader message to its potential customers in India?
Shailabh Rathore: Fluidmaster’s broader message to its potential customers in India is clear: We commit ourselves to serving the needs of Indian bathroom industry with high-quality, reliable & innovative solutions. Furthermore, with 150+ years’ expertise and trust in 140+ countries, Fluidmaster delivers world-class reliability and innovation to India.
Indian customers can expect:
- Best-in-class quality and reliability
- Smart, innovative solutions tailored for Indian homes
- A brand that cares about your satisfaction and comfort
To summarize, Fluidmaster is your best bet because of:
- Legacy of Trust: Over 150 years of expertise and innovation in plumbing solutions.
- Global Presence: Trusted by customers in more than 140 countries.
- Unmatched Quality: We dare to set the highest standards, ensuring every product is reliable, durable and smart.
- Customer-Centric: Our products simplify your life and deliver long- lasting performance.
We deliver real value and dare to lead with products that simplify life and stand the test of time. So, choose Fluidmaster—where global legacy meets Indian commitment. Expect the best, always.
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