Spanish bathroom solutions firm Roca is reviving its budget brand Johnson Pedder this year to tap consumers in entry-level segment in the wake of greater awareness for sanitation in India.
The company will also launch Malaysian brand Johnson Suisse in India this year to tap mid-segment consumers apart from investing Rs 70 crore to expand production capacity at its vitreous China and plastics factories here.
"We are going to revamp Johnson Pedder brand step by step this year. It is well known in Andhra Pradesh and we have not been using this brand in the last two years but now we are looking at positioning this brand below our mass brand Parryware," Roca Managing Director Pau Abello told PTI.
Roca Group in India offers five brands -- Armani Roca, Laufen, Roca, Parryware and Johnson Pedder -- catering to different segments from super luxury to mass.
The Parryware brand accounts for over 90 per cent of its total turnover. The company, which does not share its financial, said it is targeting minimum 20 per cent growth in the current calender year on hope of economy growing post budget announcement.
Elaborating on the plans for Johnson Pedder brand, he said: "Depending on the response we get, we will slowly ramp up volume. We may sell two lakh pieces of Johnson Pedder brand this year."
Talking about new brand launch this year, Abello said: "We are yet to finalise all the details but we are planning to launch Malaysia's historical brand Johnson Suisse brand this year. This brand will be positioned between mass (Parryware) and premium segment (Roca)."
The company will also ramp up its distribution network for its Roca brand this year.
"We plan to add 80 dealers to our existing network of 150 dealers across the country. This year we will increase our presence in more tier II and tier III cities," he said.
Spain's Roca Group has a global turnover of over Rs 12,000 crore with over 70 brands in its portfolio.
