The ISH in Frankfurt is an iconic bath and wellness fair for global players. Jaquar becomes the first Indian company to mark its presence here paving the way for its increasing penetration and growth in world markets.
Jaquar manufactures products in categories ranging from faucets, sanitary ware and shower systems to wellness products like whirlpools and shower panels. The company currently holds a remarkable 60% share of the Indian bath fittings market.
Jaquar’s participation in the iconic ISH fair is noteworthy as this event has become a global platform for the world’s best companies to showcase product and innovation connected with the bathroom experience. The 27th ISH show was all about dealing efficiently with energy and water. From the 12th to the 16th of March 2013, the world’s leading manufacturers presented their new cutting edge products – many of them for the first time in the world.
Among this elite group, Jaquar was the very first Indian company to showcase its innovative bathroom designs. The company highlighted its latest range of bath fittings and solutions – keeping its sights on the needs of the present generation as well as underlining its product development for the future.
Mr. Sandeep Shukla, Head Marcom, Jaquar Global Operations
Mr. Sandeep Shukla, Head Marcom, Jaquar Global Operations, talked to The Inside Track about the company’s experience at the fair and the road ahead for the firm.
Jaquar is the first Indian bath fitting company to be present at ISH, Frankfurt. What were the reasons for participating in this event?
As part of its global marketing strategy and communication initiatives, Jaquar wanted to showcase its latest and innovative bathing concepts at the worlds’ largest fair and interact with its global audience of trade partners, architects and plumbing consultants. Jaquar’s prime reason to be at ISH was to showcase unique and complete bathing concepts; new shower ideas; and coordinated bath suites with faucets and sanitary ware.
Which were the product ranges showcased at ISH?
In line with the key themes of ISH, Jaquar showcased the latest in bathroom trends, with a wide range of coordinated bath displays highlighting bath spaces of the future as a singular identity rather than a combination or assimilation of various products.
Jaquar displayed its newly designed, futuristic ranges of bath fittings featuring innovative qualities – from material usage to ergonomic design and advanced electronics-enabled features. And not surprisingly, it captured the imagination of the visitors and attracted a lot of interest and enquiry from various parts of Europe, especially for its state-of-the-art spa-style showers.
Jaquar launched over 7 new bath fittings which were innovative and the first of its kind in the industry. Amongst these was Linea, a basin mixer that stands out for its striking design feature of a graceful swinging spout. The spout also acts as the faucet’s on-off mechanism that pivots to form an arc controlling the temperature of water along its curve.
How has participation at ISH helped brand “Jaquar”?
It reinforces our vision to be a global player and address our global customer base. Such fairs help Jaquar establish its complete and coordinated bathing position among traders and professionals. It is also a great platform to showcase our latest designs and get validation for your efforts. The response here was truly amazing and enriching.
How was the Jaquar brand and products received? After ISH are we also going to see Jaquar at any other upcoming global fairs?
A number of European trade associations/dealers displayed an interest in the Jaquar range. The Jaquar approach towards style, design and coordinated faucet and sanitary ware as a concept was well appreciated. Jaquar at ISH was attended by its global channel partners, associates and consultants from various countries. Apart from its associates, Jaquar witnessed attendance and enquiry from various channel and trade partners from many parts of Europe, Russia and Australia. Innovation in bath fittings, quality and especially value for style products was the highlight of the show, the trends which will be driving the bath industry in coming years. In such a similar move, Jaquar will be showcasing its latest innovative products in the upcoming Saudi Build, Riyadh and iSaloni in Milan, Italy in the future.
In which countries does Jaquar operate? Are there any plans to broaden the net?
Currently Jaquar operates in 25 countries across Asia-Pacific, Middle East, Africa and Europe. As part of our global expansion strategy we want to enter into various European markets while consolidating our position in certain emerging markets like Thailand, Malaysia and Africa.
What is the vision for Jaquar in 2020?
In line with our vision of a complete bathing solutions company, Jaquar will continue to innovate high quality bathing concepts and products which are novel and practical. This will always be at the core of our strategy.
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