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Hindware Redefines Brand Identity; Unveils Super-premium Alchymi

 Hindware’s re-positioning as an expert brand is aimed at being a companion to consumers on their bathroom design journey.

Hindware has redefined its brand identity with a new promise – start with the expert – and a new azure symbol of expertise ‘HW’. The company has also unveiled its super-premium brand Alchymi, curated by India’s leading designer Manish Malhotra. Further, the company has inaugurated its state-of-the-art concept store Lacasa at upscale Vile Parle in Mumbai.

“Hindware has been at the forefront of innovation for close to six decades. We have given many firsts to India, be it the EWC couple closet Unitas, EWC one piece water saving star-rated products, Rimless, Nano WC with 1.5 litre flushing, etc. Today in the rapidly changing times and improved technology and product innovations coming into the category, bathrooms are becoming personalised yet complex,” said Sandip Somany, vice chairman and MD of HSIL Limited, at the launch of the concept store in Mumbai. “Consumers are looking out for experts who can handhold them through their journey to create dream bathrooms. Hindware’s repositioning as an expert brand will fill that space, and the company will be a companion to consumers on their bathroom design journey.”

According to Somany, the repositioning of brand Hindware is the outcome of feedback received from over 20,000consumers and more than 100architects. He said that the research suggests that modern consumers seek expert advice to validate their choices and make their hectic lives easy. Therefore, through this positioning HSIL is building on the trust and faith that it has received from consumers over the past 57 years.

The expert services will be rendered to consumers through seven delivery pillars – Expert Helpline (1800 2000 7577), to address queries in various language; DreamBath App 2.0,which helps visualise the bathroom using Oculus without actually having to make it; DreamBathVisualisation Book, having exquisite bathroom themes; Hindware Design Studio state-of-the-art design center; Expert website ( that assists consumers with beautiful bathroom themes, coordinated products, and expert content; Expert stores to provide best-in-class experience; and trained Experts in select stores.

Manish Bhatia, president, HSIL’s building products division, added, “Hindware has established itself as an expert in the business. To reinforce this amongst our consumers, and to aid them in their journey with our brand, we have decided to strengthen ourselves further based on our long legacy of excellence.”

To communicate its new brand promise and identity, Hindware will be stepping up investments across ATL and BTL platforms. This will help to engage consumers across multiple touch-points, including the digital media, and enhance visibility.

Hindware has also come up with its super-premium brand Alchymi. With this brand the company will cater to those well-traveled and style-conscious consumers who demand super-premium solutions to personalise their bathrooms. Somany stated that the new offering stands for ‘style meets craft’ and is a design expert, and has been created in the Hindware Design Studio using FloSense technology. Featuring four unique bath suites curated by celebrated designer Manish Malhotra, Alchymi will be available at 200+ Hindware brand stores pan-India. The suites will comprise of an exclusive range of WCs, basins, shower, faucets and accessories, etc. Further, Manish Malhotra and Hindware Design Studio are developing new suites which will be introduced every quarter.

Somany also inaugurated the digitally integrated Lacasa store,which will offer a real time experience of all HSIL brands–Queo, Alchymi, Hindware,and Amore. The 4,000-sft showroom will have digital integration at every point for easy selection of products, where visitors will be provided a smart device to capture their favorite products and then drop all of them into a smart screen for consultancy and selection. The specially designed store will take buyers on an exciting journey with multiple bathroom suites displaying beautiful combinations of the products.

Somany asserted that HSIL is in a constant state of innovation and reinvention and continues to grow ahead of the market. “We are strengthening our presence with new business initiatives,which are aligned with our 2020 vision to stay relevant, make an impact, and steer the consumers in the right direction in this rapidly evolving market. We will invest aggressively in setting up 10 new Lacasa and 200+ Galleria stores across the country by 2020.”



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