Q] Tell us about your association with Royal Challengers Bangalore and Punjab Kings in the recently concluded IPL. What role does cricket play in your company’s marketing strategies?
Our primary target consumer is an urban male, around 25 to 60 years old, who makes decisions about bathrooms, often with inputs from the woman of the house on design and decor. This demographic is generally interested in cricket, politics, and Bollywood. We partnered with IPL teams RCB and Punjab Kings over two years ago, aiming for visibility through their jerseys. This strategy provided fantastic exposure across all matches. While RCB has a strong, loyal fan base despite never winning, our association has ensured significant visibility nationwide. It also allowed us to partner with popular players like Virat Kohli and Shikhar Dhawan. These partnerships raised awareness about our products and brand ethos, so Cricket has significantly enhanced our brand image.
Q] What was the objective behind the #TapIntoTheFuture campaign? What kind of response have you received so far?
We focussed on the new Aqua Pro product, which provides up to 98% water usage efficiency. This is a global necessity due to limited freshwater and significant wastage in washing, cleaning, and toilet use. As a leader in the toilet business, we aim to contribute to water conservation and offer products that use less water for flushing, some requiring under two litres. Kitchen and bathroom faucets waste a lot of water, with only a fraction used effectively. Our technology partner, Altered, developed new nozzles using patented technology, leading to our ‘Tap into the Future’ campaign, highlighting our commitment to water-saving and sustainability. Early response on both the product and campaign has been positive. We aim to raise awareness about Hindware’s innovative, future-oriented technology, countering the perception that older companies offer only outdated products.
Q] Will this new product work with other brands or is it just for Hindware taps?
No, it can fit into any tap. The threads inside are common across most products, so it works with 80-90% of taps, not just Hindware. You can add this component to any tap and save 85%, 96%, or 98% water.
Q] What budget was allocated for the overall IPL campaign? Out of your total marketing budget, how much do you spend on sports, especially cricket?
We allocated approximately 25% of our budget to the IPL campaign, and close to 35% to 40% of our total marketing budget is allocated to sports.
Q] What are the key trends that you see dominating the market? What marketing and business strategies are you using to address these evolving market trends?
Consumers traditionally value product quality and functionality, and Hindware excels in these areas with superior designs and functionalities in faucets and sanitaryware. However, there’s a growing trend among younger consumers towards sustainability. They prioritise eco-friendly practices like using renewable energy, minimizing carbon footprints, and conserving water. This shift is increasingly influential in consumer choices and is expected to remain a key trend over the next decade. Hindware recognises and embraces this trend, ensuring that its products lead in sustainability.
Q] What is Hindware’s approach to digital marketing? What specific initiatives have yielded significant results in consumer engagement and brand visibility?
Digitisation isn’t just about media; it permeates every aspect of our operations. We’ve implemented warehouse and transport management systems to streamline logistics and embraced Industry 4.0 to digitise manufacturing processes and receive real-time reports. Even our influencer programmes are digitised with QR codes on every product for easy access to usage information. This holistic approach ensures that digitisation enhances efficiency across our organisation, from production to consumer engagement. We continuously invest in staying ahead in this digital transformation journey, ensuring that every facet of our business benefits from these advancements.
Q] Tell us about Hindware’s initiatives towards relationships within the architectural community.
We engage architects through Club Maestro, a loyalty programme providing updates on new products and CAD drawings for client presentations. Our goal is to enhance their success by facilitating effective client interactions. Our Design Challenge with Livingetc attracts architects nationwide, with over 750 entries last year and expectations of surpassing 1000 this year. Top entries are recognised by a distinguished jury, showcasing our commitment to creativity and excellence. We also participate in exhibitions, connecting directly with architect associations and attending seminars to promote our products. With a team of 130 dedicated professionals, we ensure extensive engagement nationwide.
Q] The Plumber No.1 App has been a game-changer in how Hindware engages with plumbers. What are some of the reasons behind its success?
It’s a simple app as simplicity is key here. When plumbers enrol with us, they become part of the Hindware ecosystem. By scanning products, they earn benefits and enhance their credibility with consumers. The app provides support by offering product knowledge, updates on new launches, and assistance with installation and service issues. This comprehensive support is unique to our industry. The app’s simplicity and functionality empower plumbers to excel in their work, making them true leaders in their fields—this is why we call it Plumber No. 1. The initiative has been highly successful, and we are grateful to the plumbing community for its enthusiastic adoption of this Hindware initiative.
Q] What are the key marketing strategies and initiatives that Hindware plans to implement to sustain its growth and leadership position in the market?
We prioritise enhancing consumer experience through our extensive network of brand stores nationwide. Our focus includes strengthening relationships with architects and interior decorators who influence specifications. We’re committed to supplying advanced products for government projects and contributing to new infrastructure across offices, buildings, and hospitals. The brand building remains key. These efforts aim to expand our business and create value for all stakeholders—consumers, suppliers, and dealers.
