After transforming from an OEM supplier to a consumer-facing brand nearly a year ago, sanitary equipment major SIAMP India is ramping up its retail reach and building distribution channels. The company is aiming to appoint dealers in 50 cities and towns with a population exceeding 10 lakh. Next, it will target 50 towns with a population between 5 lakh and 10 lakh. “We aim to cover 100 towns in about three to four years. Bigger cities will have multiple representations depending on geographical area/market dynamics, etc.,” says the company’s managing director Parthiv Dave. Simap India is the subsidiary of Monaco-headquartered SIAMP Ltd, which manufactures toilet seats, wall frames, concealed cisterns, flush valves and inlet valves, and is an OEM supplier to global bathroom fitting brands.
Informing about the company’s selection criteria for channel partners, Dave says, “We chose channel partners based on our internal evaluation. But, we investigate a lot of qualitative aspects apart from quantifiable commercial aspects. We give our channel partners space and geographical area coverage to grow. We are not aiming at creating internal competition amongst them. In today’s’ times, we hope this point would appeal to channel partners, as the biggest challenge they face by selling popular brands is internal competition within the network.”
Dave reveals that the company is planning to introduce SIAMP Corner Concept in channel partner showrooms, for which it will provide support in the form of display and branding. “We expect our partners to invest in stocks; in the first phase, investment of about Rs 10 lakh to 15 lakh would be desirable. Further investment would depend on their success, stock rotation and business needs,” he adds.
Elaborating about training and benefits, Dave says that SIAMP conducts extensive plumber training in cooperation with channel partners. Besides, he says, the company provides incentives, discounts, schemes, and branding according to market needs. “We will begin participation in trade fairs in 2020. We have already confirmed our participation in the internationally acclaimed ISH 2020, to be held Mumbai.”
“The two major products which we expect would drive our growth in India are the concealed cistern and exposed cistern. In these two categories, we aim to acquire a minimum of 5% market share within the next three years. SIAMP will also offer a range of toilet seat covers to suit popular WCs in terms of specification and shape. We will lead the market through our world-class European quality.”
Discussing the current year’s product plan, Dave says, “We plan to launch our Intraslim concealed cisterns that come with state-of-the-art push plates. Later we will roll out full packs, for which we are already leaders in Europe and hope to replicate that success in India. We will continue to introduce up-market innovative products to strengthen our portfolio as well as the business prospects of our channel partners.”
SIAMP India has a production facility in Vadodara, Gujarat. “For the moment the capacity is suited for our local sales, but we are ready to expand in line with our growth. Globally, each year Simap manufactures over one crore flushing systems, several hundred thousand wall frames and flush plates, and nearly 10 lakh thermoplastic seat covers and cisterns at its six production facilities.”