Hindware, a bathroom products company, redefined its brand identity as ‘Start with the Expert’, and a new azure symbol of expertise ‘HW’. The company also unveiled their super-premium brand Alchymi curated by designer Manish Malhotra. Further, the brand inaugurated its concept store Lacasa in the upscale area of Vile Parle, Mumbai.
The brand is further strengthening its presence with new business initiatives aligned with its 2020 vision. The company undertook extensive research and reached out to over 20,000 consumers and over 100 architects. This research suggested that modern consumers seek expert advice to validate their choices and make their hectic lives easy. The positioning of an ‘Expert Companion’ embodies the trust and faith of the consumers, which Hindware has assimilated over the past 57 years. The azure symbol ‘HW’ symbolises expertise in bathrooms which is rendered through seven pillars, including Expert Helpline (1800 2000 7577); DreamBath App 2.0; DreamBath Visualization Book; Hindware Design Studio; Expert website (www.hindwarehomes.com); Expert stores; and specially trained Hindware in-store experts in select stores.
Hindware will be stepping up investments across ATL and BTL platforms to promote this new brand identity to engage consumers across multiple touch-points, including the digital media, to enhance visibility. A new TVC has been unveiled with brand ambassador Shah Rukh Khan.
Alchymi, Hindware’s latest super-premium brand, stands for ‘Style meets craft’ and is a design expert and has been created in the Hindware Design Studio using FloSense technology. Featuring four unique bath suites specially curated by designer Malhotra, the brand will be available at over 200 Hindware brand stores pan-India. The suites will comprise an exclusive range of WCs, basins, shower, faucets, accessories, etc. Malhotra and Hindware Design Studio are developing new suites which will be introduced every quarter.
This will help the consumers to get discerning designer bathrooms for themselves. “Hindware has been at the forefront of innovation for close to six decades. We have given many firsts to India, be it EWC couple closet Unitas, EWC one piece water saving star-rated products, Rimless, Nano WC with 1.5 litres flushing, etc. Today with the rapidly changing times, improved technology and product innovations coming into the category, bathrooms are becoming more personalised yet complex,” said, Sandip Somany, VCMD, HSIL Limited.
He further added, “Consumers are looking out for experts who can handhold them through their journey to create dream bathrooms. Hindware’s repositioning as an expert brand will fill that space and be a companion to consumers on their bathroom design journey.”
HSIL inaugurated its digitally integrated Lacasa store in Mumbai to offer one stop place for architects, interior designers, business buyers as well as homeowners a real time experience of the offerings by all the brands under HSIL – Queo, Alchymi, Hindware and Amore. Apart from the other brands from the house of HSIL Limited, the Lacasa store will also showcase and offer the four suites curated by designer Malhotra from the latest super-premium brand Alchymi. The company will invest aggressively in setting up 10 new Lacasa and over 200 Galleria stores across the country by 2020.
Manish Bhatia, President, Building Products Division, HSIL Limited, commented, “Hindware has long established itself as an expert in the business of what we do. To reinforce this among our consumers and to aid them in their journey with our brand, we decided the time was ripe to strengthen ourselves further based on our long legacy of excellence.”
He further added, “The seven new pillars through which this expertise will be brought alive include the Expert Helpline, Hindware DreamBath App 2.0, Expert website, State of the art Hindware Design studio, Digitally integrated brand stores, Hindware in-store consultants and Hindware DreamBath Book V2. Through these initiatives, we are not only expanding our footprint, but creating a space for our consumers to explore, with our expert help, the perfect fit to their tastes, preferences and lifestyles.”