India Ceramic Sanitaryware Industry

India Ceramic Sanitaryware Industry: Growing Popularity and Demand


The ceramic sanitaryware industry in India has seen tremendous growth in the past few decades. With rising income levels and growing awareness about hygiene, the demand for quality bathroom fittings has increased manifold. Let us take a deeper look at the various aspects of this important industry.

The ceramic sanitaryware industry in India can be traced back to the late 1960s when a few large players started manufacturing basics fittings like WCs and wash basins. In the initial years, most of the products were imported from European countries. However, with time, indigenous manufacturing capabilities were developed. By the 1990s, Indian companies started exporting as well.

Over the years, the products and designs have evolved considerably. Companies now offer a wide variety of toilet designs, wash basins, faucets, showers etc. fitting various aesthetics and price points. Vitreous china has emerged as the preferred material due to its durability and glossy finish. Enamelware which was popular earlier is now replacing rapidly.

Growing Demand and Infrastructure Push

According to industry experts, the domestic ceramic sanitaryware market is estimated to be over Rs. 12,000 crores currently. The sector is growing at a healthy rate of 12-15% annually. Rising income levels, rapid urbanization, changing mindsets and increased focus on hygiene are major demand drivers.

The government has also provided infrastructure push through schemes like Swachh Bharat Mission, Smart Cities Mission and Housing for All. Massive investment is underway in developing water supply and sewage treatment facilities across India. This facilitates wider adoption of sanitaryware products. Further, easy financing options through housing loans also fuel the sales.

Leading Players and Market Share

In terms of market share, some of the major players in India are HSIL, Cera, Parryware, Kohler, Hindware and Jaquar. HSIL emerged as the leader with estimated revenue of over Rs. 3,500 crores in FY21. It enjoys strong brand recall and wide distribution network across India.

Cera, a Tata Enterprise, comes second with presence in mostly south and west regions. Parryware, a part of Murugappa Group, has a strong foothold in south India. Foreign brands like Kohler, Roca and Grohe also have sizeable market share in metropolitan areas and upper-middle class segments.

Regional Variations and Preferences

Interestingly, ceramic sanitaryware preferences and tastes vary across regions in India. While modern styles are popular in western and southern cities, northern and eastern markets still prefer traditional designs to some extent.

For example, squatting pans find more acceptance in rural areas compared to sit-down toilets. Further, there are cultural preferences in shapes, colors used for fixtures. Leading brands tailor their products basis the local sensibilities. Understanding micro-regional tastes is key for sustained success.

Exports and Made in India Push

Much like other consumer goods sectors, India Ceramic Sanitaryware Industry enjoys strong export opportunity as well. Major export markets include Southeast Asia, Africa and the Middle East. However, the export volumes are still at modest levels compared to massive domestic demand.

As part of the Make in India program, the government aims to brand Indian sanitaryware globally as a quality option at competitive rates. Many Indian brands are focusing on advancing their designs, finishes and manufacturing processes to woo discerning global consumers. Successful exports will boost the revenues and valuation of domestic players substantially.

Sustainability and Innovation Trends

With growing environmental consciousness, ceramic manufacturers are exploring green options. Many offer vitreous china products made from recyclable materials like ash. Some brands also promote sustainability through waste management initiatives at stores.

Digital technologies like VR/AR are enabling virtual product trials. SMART plumbing involving IoT and AI will shape future bathroom spaces too. Hence, innovation and sustainability will play important roles for tapping new market segments and remaining ahead of competition.

1.  Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it