Parryware Roca to get into tiles marketing

07 July 2007

Chennai: Sanitaryware major Parryware Roca Private Limited is likely to get into retailing bathroom tiles. Currently the company is present only in sanitaryware and taps. The company will soon launch bathroom mirrors.

According to managing director K E Ranganathan, bathroom tiles are one of the product segments that company is not present now. "In couple of year''s time we will get into retailing them.

Shortly the company will launch Parryware branded bathroom mirrors. The company would source the mirrors from a North Indian manufacturer. "Coating the glass is a critical aspect. We found the supplier based in North to have that capability," Ranganathan said.

Parryware Roca, which is opening Roca brand showrooms to retail high end sanitaryware, is also revamping its Parryware brand stores. The company recently revamped the 3,500 sq.ft Sandard Sanitation showroom in Chennai, one of the largest in the country, among the 50 to be redesigned across the country this year. The revamped showrooms would have similar floor design and colour schemes.

According to director, Arun Alagappan, customers today do not buy just the products. They buy the experiences. As a market leader Parryware Roca would provide the customers unique buying experience.

Speaking about the brand promotion, Ranganathan said the company has budgeted Rs25 crore for the purpose. Nearly Rs9 crore would be spent on television commercials and around Rs6 crore has been earmarked for showroom promotion schemes. The balance will be spent in other media. The company''s new tagline will be Wow, what a bathroom!