Today’s market is quality and design-centric, as customers are more discerning and demanding than ever before. This shift in consumer behaviour has led companies to focus on innovation and quality to meet the growing demand for high-end products. So, in the latest edition of Retailer Talk with BuildingandInteriors, we speak to Mr. Althaf Naina of Tropical Bath Solutions Pvt. Ltd., Kochi. In this conversation, Mr. Althaf Naina gives significant insights into how his business has evolved over the years. He also discusses the new market trends, challenges faced by dealers in the industry, and the evolution of the luxury sanitaryware and bathroom fittings industry in Kerala. Moreover, Mr. Althaf Naina talks about the association with Villeroy & Boch as exclusive dealers in Kerala.
About Tropical Bath Solutions
Tropical Bath Solutions Pvt. Ltd. was founded in 1993 by Mr. Zubair Naina. We entered the market as a wholesale and retail store of Kajaria Tiles. It was the first Kajaria Tiles store in Kochi. Later, with the goal of catering to the ever-expanding market in Kerala, my brother, Mr. Zulfiquar Naina, took over the business with an innovative vision. In the late 90s, he introduced designer tiles, which became a turning point for Tropical Bath Solutions, establishing it as a leader in Kerala’s tile industry.
In 2011, we expanded the business and established a new outlet in Edappally, near the Kochi bypass. It was a big hit and a bustling shopping centre for all building materials in Kerala. This new Tropical Bath Solutions outlet is a one-stop premium shop for imported tiles, sanitaryware, and bathroom fittings in the region.
In the year 2016, after my brother, Mr. Zulfiquar Naina, passed away, I took over the business with a new vision, seeking new horizons to explore.
During our journey of over 25 years, premium brands like Villeroy & Boch, Hansgrohe, and AXOR have been immensely supportive and understanding. When it comes to the tiles segment, Kajaria has been there with us from the beginning. We strive to provide our customers with the best quality products and exceptional service. I am grateful for their support, and we are getting strong as the years pass, making our store a one-stop shop for all your bathroom needs.
Store format and portfolio
We have two stores in Edappally, Kochi’s commercial centre. The old outlet is approximately 4500 sq. ft. in size and features top-tier Indian brands such as Kajaria, RAK, Simpolo, and others. On the other hand, our premium showroom covers an area of 12,000 sq. ft. and displays all the high-end tiles, sanitaryware, and bathroom fittings.
Tropical Bath Solutions is a multi-brand outlet. We deal in top-notch international brands, including German brands like Villeroy & Boch, Duravit, and Hansgrohe, Italian brands like Fima, and Catalano, Turkish brands Vitra, and others. Moreover, we deal in imported tiles from brands like Atlas Concorde, Emil Ceramica, Caesar, and so on.
We have served an increasing number of customers in the region and beyond, garnering residential, corporate, and hospitality projects to our credit. We do this with the help of prominent partners and brands known worldwide for the best quality and design.
Typical clientele as sanitaryware dealers
We primarily operate in the retail sector. Though we cater to a wide range of customers, architects, and interior designers are our main clients. Since this industry is highly driven by architects and interior designers, 80% of our counters are retail.
Our team members are always on the floor with the client to help them know and choose the desired product. In this manner, by understanding the market’s pulse, we forge solid bonds with clients as well as architects and designers.
Product selection criteria as luxury sanitaryware and bathroom fittings dealers
There are four simple criteria we follow before deciding to work with a brand:
- Our top priority is product quality. I believe that the quality of a product affects the success and reputation of any organisation in the market. Moreover, it contributes to high revenue.
- The service of the brands should be impeccable. When the service provided is top-notch, it leaves a good impression on the clients.
- We look for brands with presentable and well-designed products. Effective design unquestionably contributes to increased customer appreciation of the brand, the products, and ultimately sales.
- Innovative technology has become a requirement in today’s world. When a brand introduces new technologies, it aids in the advancement of the supply chain process and the improvement of efficiency.
Challenges in the high-end sanitaryware and bathroom fittings industry
Even though we are dealing in end products, a lot of bargaining happens. The main challenge is catering to the needs of the clients, architects, and interior designers. Earlier, it was the dealers who used to guide and dictate the market. However, now, with the rise of technology and social media, clients have become more aware and demanding. They have their own ideas and perceptions of their ideal bathroom.
At Tropical, we aim to find common ground with the clients and satisfy their needs because that is what establishes enduring client relationships. Our team manages to strike a balance between meeting their demands and maintaining profitability.
Shifts in the market trends
No doubt, the impact of the pandemic on the entire world has been disruptive. However, it has grounded all of us, keeping us homebound. This eventually resulted in people’s demand to improve their living spaces.
Post-pandemic I have observed that the clients are more conscious about the sanitaryware and bathroom fittings. Moreover, they are willing to spend more to build a luxurious bathroom space.
This shift in demand has led to an increase in the sales of high-end bathroom fixtures and accessories. Additionally, there is a growing interest in eco-friendly and sustainable bathroom solutions.
Evolution and unique features of Kerala market
The market for premium sanitaryware and bathroom fittings has evolved over time. The consumers in Kerala place more emphasis on design, comfort, and function. This has increased the demand for coloured and matte-finished sanitaryware and PVD-coating bathroom fittings. In addition, nowadays, consumers are willing to spend more to create an opulent feel in their bathrooms.
As a retailer of bathroom fittings and sanitaryware in Kerala, I can say that the local culture and environment play a significant role in shaping the bathroom designs here. Kerala is a state with a unique culture, and the people here have a deep connection with nature. Therefore, bathroom designs in Kerala are often inspired by the local environment and reflect the traditional style of the region.
However, global exposure has also influenced the bathroom fittings and sanitaryware market in Kerala. With the increasing demand for luxury and high-end bathroom products, many international brands have entered the market with innovative and technologically advanced products. Moreover, many of these brands offer highly automated products that cater to the growing demand for smart homes and IoT devices.
Impact of expanding hospitality sector and rising urbanisation
With the tremendous growth in the hospitality industry, consumers are frequently exposed to high-end sanitaryware and bathroom fittings. As more people move into urban areas and the hospitality sector continues to grow, consumers are becoming increasingly discerning about the quality and design of their bathroom fittings. Now, the industry is focused on the aesthetics as well as the functionality of the products because that’s where the market is heading. Moreover, this trend is creating opportunities for businesses that can offer upscale products that meet the needs of these demanding customers.
Our association with Villeroy & Boch as exclusive sanitaryware dealers in Kerala
As exclusive dealers of Villeroy & Boch for over 12 years in Kerala, our brand has been elevated to new heights. The brand’s 275-year legacy is a testament to its commitment to quality and aesthetics. During our recent visit to the ISH exhibition in Germany, we were impressed by Villeroy & Boch’s latest product line and innovation, which left visitors in awe. Villeroy & Boch’s reputation as a pioneer of luxury sanitaryware, coupled with their unwavering commitment to design excellence, sets them apart from their competitors.
In addition, our experience with Villeroy & Boch has been exceptional. We firmly believe that their products are of such superior quality that after-sales services are not often required. However, when required, their after-sales support team is prompt, knowledgeable, and highly responsive. Furthermore, their installation guidance is impeccable, making the entire process hassle-free for our clients.
Retail philosophy of Mr. Althaf Naina as luxury sanitaryware and bathroom fittings dealers in Kerala
At Tropical Bath Solutions, we prioritize customer satisfaction above all else. We understand that customer satisfaction is the cornerstone of our success. Thus, we are dedicated to achieving it through the constant refinement of our product range and services. Our team of experts is always on hand to help clients choose the perfect tiles for their bathroom, and we make sure that every purchase is a delightful experience for our customers.
Top 3 success factors for Mr. Althaf Naina
- Maintaining strong relationships with every brand we associate with, not just our clients.
- Staying updated with the market trends.
- Providing top-notch service experience to the clients.
Trends that will dominate the market in coming years
Based on recent trends and market analysis, the upscale sanitaryware and bathroom fittings industry will continue to grow. With greater emphasis on luxury, innovation, and functionality, the industry will evolve over the next five years. According to a report by Maximize Market Research, “From 2021 to 2028, the Indian sanitaryware market is expected to grow at an annual rate of 7.38%.” We are getting a sense of how the market is evolving. So, we are looking forward to seeing the industry grow in the future.
Trends seen at ISH 2023
In recent years, the bathroom industry has seen a growing focus on sustainability and technology. Thus, this year at ISH, a shift towards eco-friendly materials and energy-saving products, such as low-flow toilets and smart showers that conserve water, was seen. Additionally, there was a greater emphasis on creating luxurious and spa-like experiences in the bathroom.
Mr. Althaf Naina’s advice to homeowners
As a retailer of bathroom fittings and sanitaryware, my advice to homeowners looking to update or renovate their bathrooms would be to do your research and compare different products, styles, and brands. Look for products that suit your needs, fit your budget, and are of good quality. One must take the time to plan and research and choose products that will not only look great but also add value to their home.
For this, we have a small team dedicated to planning, designing, and offering consultations to help our customers.
|
To get in touch with Mr. Althaf Naina of Tropical Bath Solutions Pvt. Ltd. for premium sanitaryware and bathroom fittings in Kerala, contact below:
|
