Roca Parryware is taking an array of initiatives to increase its reach in the market and improve the buying experience for its customers, in a bid to retain its lead position
Parryware, the flagship brand of sanitaryware major Roca Bathroom Products Pvt Ltd, is taking customer buying experience to the next level. Having made several critical changes in the way the brand interacts with the audience, including changing of logo and repositioning the brand along with increasing digital presence, last year, now the company has opened its first ever display cum experience center in Gurgaon. Located at ABW Towers near IFFCO Chowk, the studio encompasses products including sanitaryware, bathroom vanity/furniture, faucets, fittings, kitchen sinks, electronic toilets, plastic cisterns, plastic seat covers and wellness products showcased over an area of 2,600sft.
Commenting on the launch, Roca Bathroom Products managing director Pau Abello stated, “The launch of Parryware Display Studio is a significant achievement for us and underlines the importance of being available offline to the target audience, and increases consumer connect with the brand. Parryware’s new Display Studio will cover the entire range of its innovative and best-in-class products to enhance one’s bathroom space. As a company, we are focused on providing complete customer satisfaction and we are confident that through this Display Centre, consumers will cherish the products on offer and be inspired to transform their bathrooms. This latest Parryware studio will allow us to be within easy access of the consumers, offering them a wide range of technology enabled designs and applications in bathroom solutions.”
However, the company doesn’t have plans of opening more such showrooms in near future and would instead focus on consolidating its dealer and distributor network. The bathroom solutions major aims to expand retail presence by increasing its dealership network in tier-II and tier-III cities, remarked Abello. “The network would reach to 1,100 direct dealers by the end of FY 2016-17, which would be spread across 50 cities.” Apart from this, the company has announced that it will have around 27 more franchises across the country.
Another area of focus for Parryware would be after-sales service, which according to Abello is the differentiating factor for any company. The company is planning to invest in after-sales services and will be centralising the spare parts supplies to ensure rapid availability for the dealers.
Roca has seven manufacturing units across key regions of India, and will be investing Rs 150 crore in the coming years to ramp up production capacity, build an extensive R&D facility and launch new products. In line with its commitment to conservation, Parryware has also introduced an innovative range of sustainable products including high efficiency flushing systems, sensor operated faucets, shower panels, waterless urinals, etc.
When asked about its partnership with e-commerce player Snapdeal, Abello briefed, “The agreement was somewhat of a trial for us to gauge the customers’ response, and we
are expecting it to improve from the preceding year, which has not been so good.”
Abello is optimistic about the government’s Swachh Bharat mission, given the fresh allocation of `9,000 crore for this mission which augurs well for the sanitaryware industry. “We have renovated 58 schools with our products and believe in contributing towards this dream project initiated by our PM Narendra Modi and his team under Ministry of Urban Development.”
He said that the company aims to bring a change in the attitude of people towards hygiene and sanitation, and help create an open defecation free India. “We will be using our CSR funds towards building toilets across schools and hopefully restoring the dignity of students so that they don’t have to resort to open defecation. This is also done with Roca NGO – We Are Water – which is financing and executing such projects in India since many years.”