Gurgaon-based bathroom accessories manufacturer Auhna has informed that it will be launching a special product range catering to the Indian realty sector. Speaking exclusively to Sourcing Hardware, the company’s managing director Raghav Sehgal shared that the new product range will be launched in first week of January. The company now plans to translate its competence, of manufacturing quality products with exclusive designs under the brand name Auhna, to offer economical ranges for projects. Adopting such an aggressive strategy will pose a challenge for brands using price as a competitive tool, feels Sehgal.

“We have successfully served projects in India and abroad, but our clientele was limited to hospitality and high-end projects. To gain accelerated growth, we have now shifted our focus to the middle of the curve which has the highest potential in terms of revenue,” said Sehgal. The company, he said, has a long standing history of serving European clients, and given the growth in the Indian realty industry it feels the need to introduce economical product ranges to gain a larger share of the construction industry pie. “The real estate sector in India is highly price sensitive, and we need to catch up with the competition.”

Sharing his thoughts on price versus quality conundrum, the company’s sales manager Ravi Singh added, “People associate lower price with inferior quality; we want to break the thought barrier where products priced relatively cheaper don’t have to necessarily mean ‘below par quality’.” He further stated that the company will be introducing products – bathroom accessories, customised items, etc – in stainless steel, zinc, and aluminum to have better price control.