The Rs 2,700-crore integrated piping solutions major Prince Pipes and Fittings Ltd has forayed into the luxury faucets and sanitaryware segment.
Polymer pipes specialist Prince Pipes and Fittings has launched a comprehensive range of sanitaryware and faucets, marking its entry in the luxury bathware segment. The new collection, to be marketed under the Prince Bathware brand, is inspired by European bathware trends and comprises a complete portfolio of bathroom fittings. As Prince Pipes unveils Prince Bathware, it adds to the growing tribe of players targeting the premium home improvement market from their respective adjacencies.
The faucets range comprises of lever mixers, overhead and hand showers, health faucets, sensor taps and accessories. The sanitaryware portfolio includes rimless WCs, concealed cisterns, soft-close seat covers, one-piece wall mounted toilets and tabletop basins.
While speaking at the launch this week, Prince Pipes’ joint MD Parag Chheda said, “Every product in the portfolio of Prince Bathware reflects comfort, contemporary style, design and unique functionality. The concept of a bathroom has evolved to become a lifestyle solution in recent years, with customers seeking to make a statement in class, technology enhancements, and aesthetics. Marking a presence in the ‘front-of-the-wall’ category therefore complements our growth strategy to offer complete bathroom solutions.”
According to Chheda, the size of the bathware segment in India is approximately Rs 15,000 crore, with the organised market at around 65 per cent. Within this segment, the faucets market is estimated to be in the range of Rs 9,000-10,000 crore and sanitaryware in the range of Rs 6,000–7,000 crore.
Prince Pipes, which was established in 1987, holds a commanding position in the polymer pipes market, with over 1500 direct distributors and seven state-of-the-art plants across India. In 2020 it launched Storefit water tanks, followed by the introduction of plumbing solutions as part of its new Modern Plumbing vertical in 2022.
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Explaining the rationale of this diversification Chheda said, “We will leverage the brand equity of Prince Pipes and serve the real estate market, where we already have a robust presence. The future is truly now, and with the existing strong industry potential, economic growth, together with Prince Pipes’ competitive strengths, we are well placed and excited to mark a strong presence going forward. Our entry into this high growth segment will also help our channel partners across India to expand their businesses. Our growth objectives are aligned to the government’s goal of an atmanirbhar Bharat, to support the distributor and supplier ecosystem of MSMEs by enhancing their business prospects.”
