Retailer Talk (Heating Solutions & Sanitary Ware Dealers in Hyderabad) – Bathous

The recent changes in lifestyle have caused significant changes not only to businesses and the economy but also to people’s mindsets. This has eventually made hygiene and sustainability the top priorities. As a result, many industries including bathroom fittings and sanitaryware are now focusing on creating sustainable products and implementing eco-friendly practices. We spoke with Mr. Ketan Doshi of Bathous, Hyderabad, as part of our series Retailer Talk with BuildingandInteriors. He is one of the most prominent Stiebel Eltron dealers in Hyderabad for sustainable products in the heating and ventilation, sanitaryware, and bathroom fittings categories. In this interview, Mr. Ketan Doshi shares insights on the challenges faced by retailers in the current market scenario and how they can overcome them. He also discusses how his store has adapted to changing consumer preferences and emerged as leading bathroom fittings and sanitary ware dealers in Hyderabad. 

Business background of Bathous as leading sanitary ware and bath fittings dealers in Hyderabad

In the year 1966, my father established Bathous – a unit of Doshi Brothers in Hyderabad. Initially, we started the business on a small scale with sanitaryware, bathroom fittings, and tiles. Later, in 1974, my brothers and I joined our father in the business and eventually took over as sole owners. Now that this business is almost 57 years old, we are proud to say that it has grown into a successful enterprise with a loyal customer base and a strong reputation in the industry. We are constantly striving to innovate and improve our products and services to meet the changing needs of our customers and stay ahead of the competition.  

About Bathous – Dealers of sustainable solutions and sanitary ware in Hyderabad

In Hyderabad, we have two stores. One store is located in the main market and serves customers from the upcountry market. Another store is in one of Hyderabad’s upscale neighbourhoods, Jubilee Hills. This showroom is approximately 45,000 sq. ft. out of which, the operational space is 35,000 sq. ft.   

We have departmentalized each product brand-wise. In the store, we have demarcated 2-3,000 sq. ft. for each brand. This approach allows us to showcase each brand’s unique identity and products in a dedicated space, making it easier for customers to navigate and find what they are looking for. Additionally, it helps us better manage inventory and track sales performance by brand. 

Typical clientele 

We have both retail and project sales as we deal with a large number of projects directly. We cater to retail and project sales services for high-end projects. Moreover, we have extensive experience dealing with a variety of projects and are committed to delivering exceptional service to our clients.  

We have separate teams for retail and projects. Our goal is to interact with our clients and personally care for them. This allows us to receive feedback from them, which allows us to tailor our services to the needs of our customers. 

Whether you’re looking for a unique shopping experience or need assistance with a large-scale project, our knowledgeable staff is here to help. We take pride in staying up to date with the latest trends and technologies to ensure that we can meet all your needs. 

Brand and product portfolio 

We deal with 95% of international brands. We are the sole distributor of Hansgrohe, a German brand, in the Telangana region. Other international brands that we deal in are Duravit, SCHELL, Stiebel Eltron, Geberit, Vitra, Delta, Brizo, Kohler, and so on. All of these brands are well-known for their innovative and trendy product lines. 

For tiles, we are associated with Niro Granite. They have manufacturing units in Malaysia, Indonesia, and China. In addition, we deal in Qutone, an Indian brand of tiles. 

The Hyderabad market for the bathroom segment 

Prior to the pandemic, there was not much demand for luxury goods. People have been a little reluctant to use expensive products in the bathroom as well as in their homes. However, post-COVID, we have seen a shift in this trend, as people have realized that if money is available to them, why shouldn’t they use it?

Post-pandemic, there is a strong demand for high-end products in Hyderabad. Customers are now spending more on luxuries for their living. In Hyderabad, we have observed a tremendous rise in the sales of not only high-end sanitaryware and bathroom fittings but also heating solutions. 

This trend could be attributed to the consumer’s desire for a better lifestyle. As a result, businesses in the luxury segment are thriving in Hyderabad. 

Keeping up with the latest bathroom design trends as sanitary ware and bath fittings dealers

We attend international exhibitions to tag along with the latest bathroom design trends. Many top-notch companies display products that haven’t yet hit the market. These companies not just get feedback from the customers but also from visiting architects and interior designers. This strategy helps companies to improve their products before launching them and creates a buzz around their brand. Additionally, it allows architects, interior designers, and retailers like me to stay up to date with the latest trends and innovations in the industry. 

Moreover, I keep up with the latest trends by attending industry events, reading design publications, and following other designers on social media. 

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Brand selection criteria for sanitaryware & bathroom fittings retailing

While selecting a brand for sanitaryware or bathroom fittings, we focus on three factors: 

• Product range 
• Quality 
• After-sales service 

Quality is important to me, and I always strive to provide the highest quality products to my customers. My customers who buy materials from my store are aware that they are looking for something unique. They prefer my store over the others dealing in this product category, due to the availability of multiple brands in one location. Thus, before selecting a brand, I make sure that they supply both spare parts and face parts.

Evolution of the brands and customer w.r.t. sustainable solutions – Mr. Ketan Doshi’s perspective 

As I previously stated, after COVID, a plethora of high-end products are already available, and people are either inquiring about or investing in them. They are still attempting to use those luxury products for their day-to-day enjoyment. Post-pandemic, the attitudes of people have shifted in such a way that we can easily market high-end products in this sector. 

Prior to COVID, people were hesitant to buy or not interested in such expensive stuff. However, now, even at a young age, people show a strong desire to acquire something better, extraordinary, and exclusive. 

Why Stiebel Eltron?

Stiebel Eltron is a trusted and reliable brand that has been providing innovative and energy-efficient heating, and renewable energy solutions for over 90 years.  

The brand has an unrivalled market reputation for producing energy-efficient and innovative products. Their dedication to sustainability and customer satisfaction has earned them the trust of both homeowners and businesses. Furthermore, it is a German brand that is technically sound. 

Mr. Ketan Doshi on their association with Stiebel Eltron

As leading Stiebel Eltron dealers in Hyderabad, we have been promoting the brand’s products in India for the past 10 to 12 years. We have been in direct contact with one of the importers in Mumbai; they were importing and selling to specialized markets via five or six distributors all over India, and we are able to purchase it from them and resell it. After Stiebel Eltron arrived in India in 2017, brand recognition grew among the populace, and the business’s technical and installation support improved. 

Stiebel Eltron has a reputation for providing excellent installation and after-sales service to its customers. They have a team of experienced technicians who are always ready to assist with any issues that may arise. Once the client is convinced to purchase any of the brand’s products, a team of certified technicians is sent by them to ensure hassle-free product installation. Additionally, the after-sales service team is available to provide support and assistance in case any issues arise with the product. 

Message for ‘sustainability-focused’ companies

Sustainability-focused companies, like Stiebel Eltron, can stand out from the crowd, foster customer loyalty, and draw in customers who care about the environment. However, people are not so understanding and concerned about the environment or sustainability when it comes to affordability, which can be a challenge for companies to balance.  

Nonetheless, Stiebel Eltron has managed to find a way to offer sustainable heating and ventilation products at competitive prices. That acceptance takes time; I think this is a phase and there will be a time when people will realize the importance of investing in sustainable products.   

Mr. Ketan Doshi of Bathous says, “In my opinion, it is important for sustainability-focused companies to educate and raise awareness among their customers about the importance of environmental conservation and how their products or services can contribute to a more sustainable future”.  

Role of retailers in promoting sustainable products 

When it comes to building materials, there are a lot of changes that take place every now and then. It is impossible to market sustainable building materials online. People are interested in physically visiting the stores while purchasing sustainable building materials. Retail showrooms have a proper display of these products and customers are more comfortable buying from physical stores than online. 

Retailers play a crucial role in promoting sustainable products by providing consumers with information on the environmental impact of different products and by offering a range of eco-friendly options. By working closely with suppliers and manufacturers, retailers can also help drive demand for sustainable materials and encourage the development of new, more environmentally friendly products. So, retail showrooms are a must for sanitaryware and sustainable building products.