CERA Sanitaryware in pact with Italian firm

CERA Sanitaryware Limited, the Ahmedabad-based bathroom solutions and sanitaryware company, launched Italian designer sanitaryware, Pozzi-Ginori, today.

The launch in the city was its first, before launching it in other select cities like Mumbai, Bangalore, Kochi, Hyderabad, and Kolkata. The sanitaryware are specifically targeted at 'neo-rich' class of individuals and luxurious hotels.

According to S C Kothari, CERA's CEO, the company has entered into a long-term strategic partnership with Pozzi-Ginori SpA, a leader in European designer sanitaryware based in Spilimbergo in Italy for exclusively marketing their high-end products in India. As per the MoU, CERA has promised to sell at least 5 crore of the designs by the end of next year and would not tie up with any other company for marketing.

CERA is also planning to launch Sanitec group's wellness product range including shower boxes and whirlpools soon.

Pozzi-Ginori is part of the Sanitec group, which has 27 production units in the entire Europe and their brands include, Keramag in Germany, Allia in France, IFO in Sweden and Twyford in the UK. CERA has launched five designer collections of Pozzi-Ginori designed by Antonio Citterio in India. "The designs are priced between Rs 25,000 and Rs 90,000," said Kothari.

Kothari said CERA was also increasing its own sanitaryware production in its Kadi plant from 1.2 million to 2 million pieces per annum.

The first phase of expansion will be over by March 2007, which takes its production to 1.8 million pieces per annum. "The expansion will raise our capacity by 65 per cent and we are hopeful of repeating a sales growth of over 30 per cent in the current financial year also," added Kothari.