Brilloca Ltd owns the luxury, super-premium and premium brands Queo, Alchymi, Hindware Italian Collection and Hindware. The company also operates in the polymer pipes and water tanks segment under the Truflo by Hindware brand.

With the addition of tiles, Brilloca, which is part of the Somany Impresa Group, aims to become a total solutions provider in the bathroom space.

While explaining why Hindware has forayed into premium tiles, CEO for the company’s bath and tiles business Sudhanshu Pokhriyal said, “Hindware is a household name and has been at the forefront of industry-first designs and innovations. It is therefore synergistic for us to enter the premium tiles segment, as this allows us to serve our dealers and customers comprehensively as a total solutions provider.”

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The Hindware Italian Tiles collection consists of GVT, slabs, full body, double charge and ceramic tiles, in sizes ranging from 300×400 mm to 1200×2400 mm. In all about 500 SKUs are being offered.

“As we inaugurate our first tiles depot for Hindware Italian Tiles in Rajpura, Punjab, we anticipate a stronger relationship with our retailers to easily address customers across the northern region. We will be expanding our reach with more tile depots across India that will ensure an effective network between our distributors and customers at multiple touchpoints.”

The Rajpura depot will serve customers in the states of Punjab, Himachal Pradesh, Jammu & Kashmir and parts of Haryana. It is spread across 33,000 sft and features a 3,000 sft experience centre to showcase the entire range of tiles. With these facilities the depot will serve distributors, dealers, architects and interior designers of the region. It will address their demands quickly and minimise the cost of logistics and transportation. Shortly depots will be opened in Kolkata, Delhi and Chennai.

Within the current financial year, regional depots will also be set up in Mumbai, Ahmedabad, Pune and Indore in the west; Guwahati, Ranchi and Patna in the east; Lucknow, Varanasi, Jaipur and Jammu in north; and Hyderabad, Coimbatore and Bangalore in the south. In all 18 depots are planned.

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A central warehouse is also coming up at Morbi, Gujrat, where Brilloca will hold inventory of two lakh tile boxes. The company sources its tiles from manufacturers in Morbi, with whom it has exclusive production alliances.

Pokhrial adds that the Hindware Italian Tiles feature neo-modern designs. “People nowadays want to create homes and workplaces that reflect their personalities. The amazing beauty that surrounds us inspires the designs of the Hindware Italian Tiles. The portfolio includes modern and sleek designs that will enable consumers to craft spaces that unite style, substance, and spirit, and are replete with boundless energy, joy, individuality and flair.”

According to Pokhrial, Hindware is targeting the entire residential and commercial segment comprising of individual bungalows, multi-storey apartments, office spaces, malls etc, and has built a vast portfolio of products. “While pricing the products, we have tried to meet the expectations of our end consumers, dealer and other stakeholder like architects & interior designers.”