Bathrooms are a very competitive market in India. Brands, both national and international, compete not just amongst themselves, but also with the unorganised suppliers. Jupiter Aqua Lines Ltd. (JAL) is one of the visible brands in the Indian market, a brand that has proven itself in the harsh conditions coastal markets of south India. Buildingandinteriors.com speaks to Mr.Vivek Kapoor, Director, Jupiter Aqua Lines Ltd., on the brand’s positioning in the Indian market, including that in the affordable bathroom solutions, touch-free solutions, and more.
B&I: Affordable bathroom solutions are emerging as a fast-growth market. How is JAL positioned in this market?
VK: JAL, incorporated in the year 1989, has now become a household name by offering a number of products for bathrooms and kitchens. With a very strong presence pan-India, Nepal and Bhutan, JAL has more than 1800 active dealers. JAL caters to almost all segments of customers with a wide range of solutions. Apart from having a very robust retail segment, JAL caters to various government and non-government institutions as well. We are already successfully addressing the affordable bathroom solutions market, including the demand arising from the affordable housing market.
B&I: You talk about the projects and business, where Developers and Builders play an important role. What is JAL’s message to this segment?
VK: We, at JAL, have been working very cohesively with Developers and Builders. We have more than 35 different ranges of faucets as well as many other verticals such Bath Wares & Wellness, Sanitary Wares, Kitchen sinks, Storage Water Heaters and Flushing Cisterns making us a preferred brand for Developers and Builders.
B&I: Make In India is gaining a lot of traction, especially in recent times. How is JAL positioned on the Make In India front?
VK: We have always focused on bringing out products which suite Indian markets. With 3 patented products and 2 more applied for, JAL has become a company synonymous with offering technically upgraded products which are proudly Made in India.
B&I: How you cater to large institutional projects?
VK: Over the years, JAL has been working with many institutional projects. Our consistent quality of products and a very strong after-sales service network has made us the right choice for many big projects. By offering comprehensive product ranges spanning over complete bathroom solutions, JAL is well-positioned to cater to the need of bathroom solutions for Architects and PMCs involved with large institutional projects.
B&I: Plumbing Consultants is another focus market for suppliers in the bathroom solutions space. How do you see and address this group?
VK: Plumbing Consultants are a big driving force in decision making while selecting products for bathrooms. JAL has a great connection with these consultants and the company maintains very progressive relations with them. This relation is further strengthened by providing them guidance about the latest products, better methods of installation of products, making easy availability of spares, etc. The message which goes to them time and again is to choose the products which work effectively in Indian conditions and the products which help in saving water.
B&I: What are your plans for new launches?
VK: We, at JAL, have always focussed on launching products which are need of the hour. We have been launching new designs in faucet segments as well as many unique products such as Theft resistant taps, Foot Operated Valves, Auto Flushing Urinal Systems, Water Saving Flushing Systems etc.
We have recently ventured in many new verticals such as Sanitary Wares, Storage Water Heaters, Bathroom Vanities & Concealed Cisterns.
B&I: What are JAL’s new focus markets in India and abroad?
VK: JAL has established itself firmly across India, Nepal and Bhutan. We are now looking at markets across other regions in Asia. We are very buoyant about entering these markets and hope to get good revenues from these markets as well.
B&I: JAL warranties and after-sales support for the market
VK: With a reliable service network, we have been able to satisfy our customers. JAL offers a10 years warranty* on almost all the products. The warranty includes service as well as spares* which most of the companies do not provide. This is giving us a cutting edge advantage over our competitors and helping us to retain our customers.
B&I: In the present times, every project/commercial establishment is looking for touch-free bathroom solutions. What kind of solutions does JAL offer in the touch-free range?
VK: We have been pioneers in providing many solutions in the touch-free range. Even in the pre-Covid19 period, JAL had a robust touch-free range. And we were doing quite well with those solutions. Of course, now the situation is totally different. For JAL, we have had a long experience in offering touch-free solutions and now we are in a comfortable position to address this segment in a much stronger way than many other brands.
Over a fairly long period of time, JAL has introduced many advanced models in our foot-operated taps. For two of these models, we have design patents in India.
We have also introduced indigenously designed Made in India sensor products for washbasins and urinals. Most of the companies in India are importing these products. These products have been crafted so as to suite Indian water conditions.
B&I: What are your sales projections for JAL over the next 2 years?
VK: We see a very steep growth in our sales over the next 2 years. As we have ventured into many new verticals and with the help of our dedicated distributors and dealers, we hope to achieve our targeted sales. At the end of the second year, we expect a turnover of above 250 crores.
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