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Sometimes a sanctuary, sometimes a spa and at other times purely functional – a bathroom is the perfect place to unwind, a refuge from the daily grind. Increasingly over the past fifteen years, Indians have begun to look at bathrooms as decompressing zones that also make a lifestyle statement. The demand for bathrooms that combine convenience with functionality and marry luxury with technology is rapidly increasing. Builders and homeowners alike are now realising that a bathroom with a built-in wow factor enhances not only the desirability but also the value of a property. But amazingly, even as late as the 1990s, the bath fittings market was dominated by small manufacturers who focused on functional entry-level products, paying scant regard to design, aesthetics or quality. With the shift in market focus, several players joined the race, slowly pushing out of reckoning manufacturers in the unorganised sector. Such has been the leap in both quality and aesthetics that the organised segment now controls more than 50% of the Rs. 1800 crore (US$ 375 million) market by value year, no-questionsasked warranty, plus after-sales-service at the customer’s doorstep. It was also the first company to introduce four-colour packaging for bathfittings. These not only helped ensure product differentiation, they also reinforced its brand identity. Jaquar Orientation Centres are marketing innovations that provide the consumer (Source: Business Line, April 2009), with Jaquar its undisputed champion. with a plethora of ideas and solutions for bathrooms and interiors. As the largest exporter of bathroom fittings from India, Jaquar products come with a BSEN 200 certification – the final stamp of quality. The brand is, today, acknowledged to be the undisputed market leader with a commanding presence across the country. Jaquar rewrote the rules and reincarnated the bath-fittings industry in India by creating products that were inspired by aesthetics and delivered reliability and quality. Its dominance and growth can be gauged from the fact that in the last three years the company has doubled its turnover.
Jaquar was established in 1986, by the late N L Mehra who ventured into the manufacture of bath-fittings in 1960 under the brand name Essco. Thanks to his emphasis on quality and design development, it soon became a major player in the industry and acquired a fine reputation for transparency. The success of Essco revealed the huge unfulfilled demand for world-class bath fittings in India. This singular fact led to the birth of Jaquar. Jaquar was a brand in a hurry. In quick succession it introduced a range of products
Jaquar has been a key player in transforming the bath-fittings industry from merely utilitarian to the inspirational. The company has been able to achieve this by metamorphosing bathrooms from dull and drab spaces into sparkling facilities. In the process the brand has set several new benchmarks. It was, for instance, the first to offer a range of customised bath fittings that merged with the aesthetics of the house itself. It introduced the concept of a ‘range’ and brought Indian customers face-to-face with a coordinated set of top-of-the-line bath fittings called the ‘collection’. The first in this series – and one that laid the foundation for others to follow – was Stealth. In another radical move, Jaquar underlined its confidence in its products by offering a seven106
for example. These plants constitute one of the largest. the latest offering from the Jaquar stable is a range of unsurpassed aesthetics.000 square metres with a manufacturing capacity of 30. Each one of these products is manufactured on fully automatic and semi-automatic. Jaquar reconfirms the quality in its in-house testing laboratory. where such conservation is essential these taps have found instant markets. effectively reinforced the aspirational image of the brand. The Artize range has five designs under it – all of which cater to the premium segment. hospitals and theatres. defect-free product. they help Jaquar position itself as the country’s pre-eminent bathroom fittings and accessories brand. The company also undertakes initiatives to train technicians and architects in correct installation techniques and maintenance skills. spouts. Rajasthan. the rules by which this business was run. dispensing a pre-determined quantity. This technology is currently in use in hotels and has the potential to find immediate benefit in homes to ensure that children are protected from a sudden spurt of hot water. was showcased as being inspired by the concept of the high-tech stealth aircraft. it is watching markets evolve and planning other initiatives that will keep it firmly entrenched in its core area of competency – the bathroom – the place where people increasingly unwind. high-end bath and shower systems and decorative lighting. wall-basin-bidet and sink-mixers. for ever.000 square metres. The product portfolio consists of the most comprehensive range of bath fittings including faucets. the German major to showcase and demonstrate its top-end bath and shower product range in Jaquar Orientation Centres. a pioneer in sensor technology. Jaquar entered into strategic marketing tie-ups with a number of global companies. however. Jaquar Artize. This guarantees an unblemished. Jaquar has followed a multi-faceted promotion strategy that combines above-theline promotion with trade-related orientation activities. The promotional campaigns for Jaquar have evolved with the company and have stressed reliability even as they have highlighted design sophistication. manufacturers of a top-of-the-line range of shower enclosures. Its ad campaigns seek to highlight the inspired design of its products. The company owes much to its high standards of quality and innovation driven by its research and development effort. Its recent tie-up with SIAMP from Monaco has given its clients access to world-class concealed cisterns. single-lever mixers. architects and specifiers Jaquar has the distinction of having sales-andservice outlets even in far-flung areas like the Andaman & Nicobar Islands and Leh The prices of Jaquar products are uniform throughout the country SUPERBRANDS 107 . the brand. These taps sense movement near the spout and automatically regulate the flow of water. The Rendezvous Crystal collection is the ultra chic range which uses original rainbow crystals from Swarovski and can literally turn a bathroom into a jewel case. Its TV commercial of thieves stealing the tap rather than other valuables. Docol from Brazil for watersaving taps and flushes. sensors. these creations are designed to take customers into a world of products that will shape their homes tomorrow.jaquar. flush-valves. the economy to the high-end Artize range of products. Jaquar bath fittings come in more than fourteen ranges encompassing everything from As a dynamic company. Ornamix and Opal. Meant for the high- www. high-precision machines using the advanced silica core technology. Jaquar Orientation Centres have been set up not just to display futuristic products. the designers have given free expression to their fantasies and have created shapes and designs of bath fittings that can only be termed as art that performs. highspeed. Recent Developments Product The range of products and permutation of finishes offered by Jaquar remain unmatched by any other manufacturer in India. Jaquar has also partnered Hansgröhe AG. That it has succeeded in great measure is beyond doubt. affluent market and for builders developing luxury properties. This had a telling effect on the industry and changed.000 units each day and a third unit that has recently gone on stream. diverters and more. showers. Expansion into the home improvement segment has been just one of the reasons for Jaquar’s success. For the moment. Aquis. The Orientation Centres also serve another significant function: by association. Jaquar operates state-of-the-art manufacturing facilities in Bhiwadi. These include Hansgröhe of Germany. The other upmarket range comprises of Kubix. AO Smith from the US for water heaters. SIAMP from Monaco for concealed cisterns and Artemide of Italy and Holtkotter from Germany for lighting products. The Stealth collection. covering an area of 48.com Things you didn’t know about Jaquar The name Jaquar is derived from Jai Kaur – the name of the grandmother of the company’s founding director. Jaquar continues to source best-in-class products and technology for the Indian market. What remains to be seen is how it will leverage its equity to reach other areas of the home that need the Jaquar touch. Breuer of Germany. Effectively. but to also provide guidance. education and trends to both customers and retailers. was built on the platform of quality and aesthetics and with the intent of providing Indians world-class products. a world-leader in bath and shower systems. Jaquar now operated in three distinct product verticals: faucets. Italy’s Glass Idromassaggio for whirlpool and shower units.with quality and looks as the defining features. The Jaquar sensor tap – or the ‘intelligent tap’ as it is widely called – is manufactured with the world’s foremost sensor technology from Aquis. equipped with pneumatic testing and endurance testing machines. As it continued to forge new ground. while the conventional single-lever fittings are available in the Astra range. Promotion Jaquar was the first bath fittings brand to advertise in the electronic media. In this collection. Not satisfied with this assurance. single-unit facilities in Asia comprising of two ultra-modern manufacturing units spread across 43. In public places such as hotels. end. The company is in the process of signing several more collaborations and to bring to customers in India other award-winning products. The company’s thermostatic diverters provide water flow at uniform temperature set to individual specifications. Jaquar adds more than 2000 new customers every day The company owned Jaquar Orientation Centres don’t sell any product but are only for guidance and education of customers. The Angel range evoked the serenity of a waterfall while royal magnificence was the inspiration for the Queens collection. Brand Values Jaquar.