Spanish sanitaryware-maker Roca to increase exports

Chennai, April 13 (IANS) Spanish sanitaryware company Roca is planning to increase exports out of India as the cost of manufacturing in the country has become competitive, said a top official.

“Manufacturing in India has become competitive due to lower gas price. We will export to Roca group,” Pau Abello Pellicer, managing director, told IANS.

He also said that the Indian company, Roca Bathroom Products Private Ltd, is maintaining a clear distinction between the premium sanitaryware brand Roca and the mass market Parryware brand, thereby avoiding any confusion in the minds of customers.

According to him exports currently account for around 1-2 percent of the total sales, and it may go up to 3-4 percent.

Pellicer said the company is now benefitting by keeping Roca and Parryware brands separate.

For the company, the two are major brands while it also handles a couple of other sanitaryware brands.

“The two brands – Roca and Parryware – are handled by two different teams. The branding and other aspects are distinct. The DNA of the two brands is different. The Roca brand is expected to grow over 15 percent this year,” he said.

He said wherever possible the dealers are also different for the two brands, and this year the company plans to add around 15 dealers to sell Roca branded products.

According to Pellicer, the total sanitaryware market in India is around 36 million pieces of which 60 percent is catered to by the unorganised players.

He said the introduction of Goods and Services Tax (GST) regime will change the face of the market.

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