Hind Sanitaryware in vending pact with Finnish firm

Hindustan Sanitaryware and Industries Ltd (HSIL), has entered into an alliance with the Sanitec Group of Finland to market products of Sanitec's flagship brand 'Keramag' in India.

While HSIL will use its extensive network to market the product range of the Keramag brand in India, HSIL and Sanitec will jointly contribute towards popularising the product range. Beginning with the Keramag brand, HSIL will look to market other brands of the Sanitec Group in India.

A $1 billion company, Sanitec has about 30 brands across Europe and the US. "The premium bathroom segment offers immense opportunities in India and this alliance will go a long way in helping us consolidate our position as a complete bathroom offerings provider," said Sandip Somany, joint managing director of HSIL.

Somany said since Sanitec has identified HSIL as its partner in India, the products under Keramag brand will be sold exclusively through the network of 650 wholesalers and over 10,000 retail distributors.

"We will import the products, pay customs and other duties and sell at a margin. Of course, both HSIL and Sanitec will jointly contribute towards popularising the brand in India," Somany said.

Keramag is a 100-year old German brand and HSIL will offer its products that include washbasins, shower panels and enclosures, bathtubs and whirlpools.

These products will be sold by HSIL under the brand name Keramag and they will hit stores next month, the joint managing director said. The Keramag brand products will be priced between Rs 23,000 and Rs 1.20 lakh.

HSIL was the first company in India to manufacture vitreous China sanitaryware, the company said. HSIL's flagship brand Hindware is the leader in bathroom accessories, the company said.