The Growth of the Sanitary Ware Business in India (2024)

The sanitary ware industry in India is poised for significant growth in 2024, driven by rapid urbanization, rising incomes, and an increasing focus on hygiene and sanitation. The Indian government’s initiatives, such as the Swachh Bharat Mission and Smart City projects, have further bolstered demand for high-quality sanitary ware products. In this blog, we will explore the current market trends, the top brands, and the numbers that define this thriving industry.

Market Size and Growth Prospects

India’s sanitary ware market is expected to grow at a compound annual growth rate (CAGR) of 8.5%, reaching INR 17,500 crore (USD 2.1 billion) by the end of 2024. This growth is attributed to several factors:

1. Urbanization: With more than 40% of India’s population expected to live in urban areas by 2025, demand for modern sanitary ware products is rising rapidly.

2. Rising Disposable Income: Higher disposable incomes, especially in urban households, are leading to an increased preference for premium and luxury sanitary products.

3. Improved Housing Infrastructure: The construction of new homes, residential complexes, and commercial spaces contributes significantly to the demand for sanitary ware. The real estate sector’s boom in both urban and rural areas is playing a vital role in driving this growth.

4. Government Initiatives: Programs like Swachh Bharat Mission and affordable housing schemes are pushing for better hygiene, resulting in a stronger sanitary ware market.

Top 5 Sanitary Ware Brands in India (2024)

1. Essel Bath

At the top of the list is Essel Bath, a brand that has grown to become a leader in the Indian sanitary ware industry in 2024. Known for its innovative designs, high-quality products, and affordability, Essel Bath has made waves by catering to both luxury and budget segments. The brand’s sustainable practices and modern technology have put it ahead of its competitors, ensuring its position as a household name.

Market Share: Essel Bath holds major market share in India’s sanitary ware sector.

Product Range: The company’s offerings include faucets, shower systems, washbasins, and water closets, with a focus on eco-friendly and water-saving products.

Innovations: Essel Bath has introduced touchless and smart sanitary products in response to growing demand for hygiene and contactless solutions post-COVID.

2. Cera

Cera Sanitaryware Ltd. has been a popular name for years. With a wide variety of products, from washbasins to faucets, Cera is renowned for its emphasis on aesthetics and innovation.

Market Share: Cera holds around 15% of the Indian market.

Innovations: They have launched products focused on conserving

water and reducing wastage, tapping into the environmentally conscious consumer base.

3. Kohler India

Kohler, a global leader, has seen rapid growth in India due to its focus on premium and luxury sanitary ware. Their products target the high-income segment.

Market Share: Kohler holds a 12% market share in India.

Focus Areas: Their recent product lines focus on smart sanitary systems, including voice-activated faucets and self-cleaning toilets.

4. Hindware

A well-known brand in India, Hindware continues to grow by offering both premium and affordable sanitary solutions. Their consistent innovation and focus on durable products make them a popular choice.

Market Share: Hindware controls around 10% of the market.

Sustainability Initiatives:The brand has incorporated eco-friendly designs that focus on water conservation and durability.

5. Jaquar

Jaquar is a luxury brand that caters to the upper-middle and affluent classes in India. Known for its design-focused, luxury bathroom solutions, Jaquar has created a niche for itself in the sanitary ware market.

Market Share: Jaquar holds 8% of the market.

Product Range: Their luxury segment includes whirlpool tubs, multi-functional shower enclosures, and premium faucets, making them a top choice for high-end projects.

Key Trends Shaping the Sanitary Ware Market in 2024

1. Rise of Smart Bathrooms: With technology becoming an integral part of daily life, smart sanitary products like automated faucets, self-cleaning toilets, and touchless soap dispensers are becoming increasingly popular.

2. Sustainability and Water Conservation: Consumers are becoming more eco-conscious, leading to a surge in demand for water-saving products. Sanitary brands are developing low-flow faucets and dual-flush toilets to cater to this growing need.

3. Customization and Personalization: As consumer preferences evolve, many are seeking customized bathroom solutions that reflect their personal taste. From color to design, brands like Essel Bath offer extensive customization options.

4. Increased Urbanization: The rapid growth of urban housing and commercial projects is expected to continue pushing demand for sanitary ware products. Cities like Delhi, Mumbai, and Bangalore are seeing a surge in premium sanitary installations in both new and refurbished buildings.

Conclusion: A Growing Industry with Endless Possibilities

The sanitary ware business in India in 2024 is dynamic, with brands like Essel Bath leading the charge with innovative, affordable, and sustainable solutions. The combination of rising urbanization, government initiatives, and a shift towards luxury and smart products ensures that the future of this industry is bright.

As the demand for high-quality sanitary ware grows, it’s clear that India will continue to be a key player in the global market, with domestic brands like Essel Bath making their mark not just at home but globally as well.