As part of our series of Retailer Talk with BuildingandInteriors, we interviewed Mr. Parag Desai of Parag Traders, Indore. Mr. Parag Desai is one of the most notable Stiebel Eltron dealers (heat pump, sanitary ware & tiles) in Indore. In this conversation, Mr. Parag Desai, helps us understand the peculiarities of the sanitary ware market in central India and the upcoming trends in the bathroom sector.
Since the pandemic, the bathrooms market has changed so much. More and more people are moving towards sustainable and efficient options that bring long-term comfort. More importantly, the customer is now well-educated about the products, brands, and technologies. So, to satisfy their demands, only the best has to be presented.
Parag Traders are Indore-based dealers of high-end water heating technologies from Stiebel Eltron, premium sanitary ware, and tiles, actively engaged in prominent projects all across Madhya Pradesh and bringing the best technologies to the table.
Mr Parag Desai, Parag Traders, Sanitary ware & tile dealers in Indore
About the business
We have been doing wholesale trading of tiles under the name of Desai Traders since 1985. In 1999, I joined the business and we got into proper retailing of tiles and sanitary equipment, water heating technology, etc. As I mentioned, we traditionally started with tiles, but in 2007, we started dealing with multinational sanitary ware brands like Kohler. By 2013, we were also dealing with brands like Hansgrohe, Geberit, and Duravit. Finally, in 2015, we inaugurated our main showroom of 15,600 square feet. It’s a standalone building right in the heart of the city, situated on Racecourse Road. In addition, we are now dealing with premium brands like Stiebel Eltron and Toto in the sanitary ware segment. Apart from bathroom fittings and accessories, we also engage in the trade of lighting, soft flooring laminates, wood carpeting, aluminium, and UPVC windows.
The importance of showroom displays and product layout
A showroom needs to be designed in such a way that it is both informative and accessible for the customers. Curating a dedicated area for each product is a must. Here, the products must be displayed as per the company norms with background lighting that is suitable for the product. There should also be visual and audiovisual branding or display of the product. So, putting up a good video or some electronic display around the product definitely makes it easy for the customer to understand the product better. Another important thing is the technical write-up about the product. Stating all the certifications and technical specifications like water consumption or energy consumption should be a part of the display to make the product self-explanatory at a glance.
Instead of creating a live bathroom or shower display at Parag Traders, we have chosen to create live displays of products from different brands and types in a series. This saves space and also makes it easy for the customer to compare and see multiple styles of a product in one place. The Series display is both space-saving and informative, especially for products such as faucets, basin mixers, and showers.
Criteria for brand associations
The first and foremost thing is that the brand or company should have a USP or any superior technology as compared to other similar products in the market. Secondly, they should have a brand image. The general public should have a little idea of the brand. Only then can they trust the products from that brand. Be it an international or a made-in-India brand, it’s always better to trade with companies that the customers are aware of. The third and most important factor is the after-sale service and commitment value of the company. Since we are also project dealers for sanitary ware, we prefer to work with brands that are reliable and have a well-laid out service network that is accessible and prompt.
Experience and affiliation with Stiebel Eltron
Parag Traders have been associated with Stiebel Eltron for the last 3 years. Their products are just fantastic in quality, and their designs are premium to suit all home interiors. The Stiebel Eltron heat pump is a product that is one of its kind. There is no other company that manufactures heat pumps of such quality or capacity. According to the sales of heat pumps in Indore, we can safely say that heat pump technology is going to take over the water heating market by storm in the coming years. The reason for heat pumps’ popularity in Indore is that here people have stand-alone villas and bungalows where the number of bathrooms is greater than two. When the hot water needs are greater, it makes no sense to install five different units of the geyser. So, the ultimate solution to this issue is the Stiebel Eltron heat pump.
Sustainable sanitary ware and the Stiebel Eltron Heat Pump
Earlier, customers were not fully aware of sanitary ware products and brands, but now customers are more informed than ever. All thanks to the internet and social media. Also, the catastrophe of a pandemic has played a major role in shaping the customer needs in the bathroom segment. Now, the customer base is more accepting of premium products like Stiebel Eltron heat pumps. Mostly, the customer and sanitary ware, HVAC & tile dealers in Indore are both aware of the brand Stiebel Eltron.
Also, according to me, thinking heat pumps are expensive is just a matter of perception! So, when you do the math, the cost of installing and energy bills of different units of geyser will be way more in the long run than one heat pump. Also, if you combine the value of seven geysers and the connected load, it will be about 30 kilowatts. It will further generate a minimum power consumption invoice every month. So, compared to geysers, a heat pump only has a one-time installation cost and runs free after one year.
To sum up, a lot of brands can take inspiration from Stiebel Eltron for their innovative technology, the aesthetic design of products suitable for both indoors and outdoors, and finally, their technical support. Thus, as dealers of Stiebel Eltron technology in Indore, we feel assured and satisfied.
Indore sanitary ware, bathroom fittings & tile market
Since Indore is known as the cleanest city in India for a few years now, the customers here are also conscious of sustainability. Products with clean technology in terms of energy and water-saving features are preferred more. However, we can’t compare the Indore market to that of metropolitan cities like Delhi and Mumbai. In Delhi and Mumbai, there is a demand for designer sanitary ware, even coloured sanitary ware. However, in Indore, customers are still hesitant to try these. Thus, very fashionable designs are not as successful here. Nonetheless, Indore has stand-alone residential structures that can accommodate the demand for spacious models, unlike the cramped-up apartments of big cities.
Networking & keeping updates
Since we have been trading and dealing in the sanitary ware segment for more than two decades now, we have developed a strong relationship with builders and architects in the Indore region. So, a lot of deals happen with the repeat referral business method. Another thing is that our team and company are robust and active, so we make contacts as we go. Here, a major role is also played by project sales, where we work closely with the architects and builders. Now, there are various other methods, to socialize with builders and architects, such as, visiting exhibitions for building materials or product launches by brands. The internet too provides a great opportunity to establish contact with professionals in the building industry and to keep ourselves up-to-date with the trends in the sanitary ware market.
To get in touch with Mr. Parag Desai, contact on the following details:
- Email: paragdesai2510@gmail.com
- Phone: 0731-2539382
