We spoke with Mr. Shiv Agarwal of Bathing Glory, Jaipur, as part of our series of Retailer Talk with BuildingandInteriors. Apart from being an active member of the Indian Plumbing Association, Mr. Shiv Agarwal is also one of the most notable green technologies and sanitaryware dealers of Stiebel Eltron in Jaipur. In this conversation, Mr. Shiv Agarwal helps us understand the market for green technologies and the demand for new sustainable HVAC solutions.
Hygiene and sustainability are the topmost priority in the post-pandemic era thus the bathroom fitting market is hopping onto this trend too. Products with green heating technologies like Stiebel Eltron heat pumps and intelligent geysers are gaining momentum rapidly.
Bathing Glory is Jaipur based dealers of high-end green heating technologies from Stiebel Eltron and premium sanitaryware, actively engaging in prominent projects all-around Rajasthan and bringing the best technologies to the table.
Mr. Shiv Agarwal, Bathing Glory, Jaipur (Sanitaryware dealers)
About the business
I have been in the business since 1986. I have two running showrooms right now. One deals in sanitaryware and bathroom fitting international brands like Stiebel Eltron, Hansgrohe, Duravit and the other has Kohler and other Indian brands products. These showrooms have been now active for over 13 years, before which, I was a part of our family business.
In terms of the product portfolio, at Bathing Glory, we remain one of the top-selling sanitary ware dealers in Jaipur and have an extensive range of all high-end products from top global brands in bathroom fitting and sanitaryware industry. There are shower systems from Hansgrohe, sanitaryware from Kohler, and HVAC fittings with German technology from Stiebel Eltron. We have a dual character to our sales; we engage in retail and project sales both with a ratio of 75-25% respectively. Jaipur is a hub for tourism thus there is a lot of bulk demand for bathroom fittings for hotels and residential apartments.
Criteria for brand association by sanitaryware dealers in Jaipur
There are certain criteria that a brand has to meet for us to develop faith in it. At Bathing Glory, we always run a thorough background check on the brand in terms of its product range, quality, aftersales service, and manufacturing values.
Since I have been in this business for so long, I have had several opportunities to visit the manufacturing plants of reputed brands in the bathroom fitting industry. Only if we feel we can trust this brand in terms of reliability and quality, we go forward with the deal. We believe in giving the best to our customers hence when it comes to the brand association, we have a sensitive and organic approach. The brands that Bathing Glory is currently associated with, be it Stiebel Eltron, Hansgrohe, or Kholer, have time and again proved their superiority in terms of variety, quality, and service.
Green heating solutions in bathroom fittings
In Rajasthan, due to the scarcity of water, all and any form of fitting that saves water becomes very attractive for the customers and even retailers. For example, a device called an aerator that is fitted in a faucet can now limit the output of water per minute, it reduces water wastage drastically.
I am an active member of the Indian Plumbing Association and with them, we have successfully promoted a lot of green solutions in bathroom fittings. The Hyderabad airport bathrooms are now fully equipped with these green solutions which have reported saving at least 1 lakh litre water every month! Builders and architects are also very sensitive about sustainability these days, thus it helps that brands like Stiebel Eltron are making green heating technologies that are not just sustainable but also affordable.
More and more builders and even customers are moving towards dual flushing systems which save a lot of water. Thus, green buildings are now the trend and in future; products like heat pumps and other green heating technologies will become more mainstream and popular. On a personal level, I am a staunch advocate of sustainability myself so I make sure whenever I go to any exhibition or architect meet, I try and promote sustainable bathroom products. I think even little changes can make a difference.
Customers’ take on sustainable technology and sanitaryware
The customer base in India especially in Rajasthan is not very accustomed to green fittings in the bathroom. However, in the past few years, more and more customers that we see are somewhat familiar with green technologies. Customers and retailers both are educating themselves about new technologies that are efficient and also sustainable. Thus, this awareness also makes our job easier, as there are times when the customers themselves ask for such products.
In addition, the Internet has revolutionized the sanitaryware market. Now, customers and professionals, both have access to information about the industry. Still, a lot can be done in terms of creating awareness and promoting acceptance of sustainable bathroom solutions and green technologies. Also, now it is easier to convince the customers since there is no vast difference in prices of sustainable and regular products.
Challenges in sales of premium brands in India
In reality, the sales of premium products have comparatively seen a spike. The internet generation is well versed with new technologies and wants only the best. The global brands that we deal in, already have a strong and reliable image in the market. So, the customer now knows about the brand’s value and reliability through advertisements and promotions. Also, now these international brands like Stiebel Eltron offer high-end products that are almost the same price as any other locally manufactured product.
The premium brands have a good insight into the Indian market, thus they have various lineups of the same product with minor variations. There are three-line ups of products- high-end, medium, and basic variants. As the name suggests, the high-end product will be more premium with multiple features and will be costlier but the basic variant will be good enough to compete with any local product in terms of quality or cost. So, as premium brands are shaping themselves with the Indian bathroom market trends and customers’ pockets, it gets easier for us to overcome any obstacle in sales of premium brands.
The Jaipur market for sanitaryware dealers
If we compare Jaipur sanitaryware markets to Delhi and Mumbai, then it’s obvious that the reach is limited. It would not be fair to compete with the buying capacity of customers in these cities. Metropolises like Delhi and Mumbai experience a lot of construction of residential towers and commercial offices. Also, the availability and demand of multiple international brands and a greater variety of products are very high in megacities as compared to Jaipur.
Jaipur, on its own, is a very responsive market for bathroom fittings and sanitaryware, and it’s growing rapidly. However, the scope of imported products here remains limited. The project sales in big cities are on large scale. Whereas here in Jaipur, they are quite limited and thus the competition is very intense.
New trends in the post-pandemic market
The sale of medium and premium segment products for bathrooms has increased in the last two years of the pandemic for most sanitaryware dealers in Jaipur and the rest of the country. Now that people are really sensitive about hygiene and sanitization, they are willing to spend a little over their budget to score fittings that are superior in hygiene and also sustainable.
Most commercial and public buildings are installing sensor bathroom fitting so that is one imminent trend right now. The sale of sensor bathroom fittings has roughly gone up by 25-30% in the past two years.
Association with Stiebel Eltron
I have been in association with Stiebel Eltron for 6 years now. I have attended almost all of their exhibition and launches of new products in Frankfurt, Germany. Also, I am dealing with all products that they have launched in India. They are known for their impeccable technology of HVAC like geysers, heat pumps, ventilators, etc. As dealers in Jaipur of high-end sanitaryware products and heat pumps, Stiebel Eltron is very valuable to us.
Stiebel Eltron product quality is unquestionable and also it is a pioneer in manufacturing heating appliances. The heating rods that were dominantly used to heat water in every household before the advent of heaters were first manufactured by Stiebel Eltron. It still remains a great portable water heating solution. Stiebel Eltron is an all-rounder brand in terms of product range, quality, and aftersale service. Their staff in Jaipur is very prompt and cooperative with all Stiebel Eltron dealers. So it is one of the factors that make this brand very attractive to a retailer.
Performance & demand of the Stiebel Eltron green technologies
As dealers of Stiebel Eltron green heating technologies and sanitaryware in Jaipur, we can say that the sale of Stiebel Eltron heat pumps has boosted in the past two years. Multistorey homes, towers, and villas find it hard to sustain their hot water needs through geysers. Thus, a heat pump comes as an efficient solution in those scenarios. The bathrooms with premium shower panels or bathtubs need bigger quantities of hot water than a geyser can provide instantly. Another advantage of the heat pump is that it has vertical installation. So, it does not take up much space like solar heating solutions. Since the heating process is through the use of hot air, the consumption of electricity is also limited. Therefore, it is energy efficient.
More and more customers are taking up the installation of heat pumps in their homes with multiple bathrooms. Since the cost of geysers and electricity is morbid as compared to the heat pumps water heaters. This is a one-time investment; once the installation is done there are hardly any other expenses for water heating for a long period. Currently, no other brand has an efficient heat pump. The hot water output capacity of the Stiebel Eltron heat pump is 80%. Whereas other brand heat pumps can hardly churn out 60%. The product is so efficient that now even a lot of local manufacturers are also inspired by this technology. Stiebel Eltron’s technology of heat pump is excellent and premium.
To get in touch with Mr. Shiv Agrawal, contact on the following details:
- Email: bathingglory140@gmail.com
- Phone: 0141 239 9478
