Uptick in Demand

Rapid urbanization, higher purchasing power, and greater awareness about lifestyle products are driving demand for modern building products. The upscale residential, office and commercial spaces with sophisticated interiors, ultra-modern airports and shopping malls, along with modernization, renovation and upgradation of large institutions and public and private buildings, are propelling demand for premium building products and coordinated accessories. Strategic partnerships and collaborations with architects and builders by manufacturers are helping them gain a competitive edge.

Sanitaryware & Bathroom Fittings: From functionality to stylishness, the sanitaryware and bath fittings segment is seeing manufacturers launching innovative new products with attractive designs and features, including high-end European imports brands to cater to consumers looking for ‘designer' bathrooms. Many manufacturers are offering total solutions from products to fittings and in-store virtual experiences for customers to visualize what their bathrooms would look like. Innovations are being seen in integrating water conservation technology in the flushing and other water delivery systems; greater hygiene through touch-free, sensor-based controls; and creative use of lighting for the desired ambience.

Ceramic Tiles: Tiles are making a style statement in modern homes from wall cladding to flooring and are bringing the design quotient even to bedrooms and living rooms. Ceramic is a popular material for making crockery, sanitary ware, flooring tiles, wall cladding, kitchen tiles etc, largely due to its hygiene factor. As per a market study by EAC International Consulting on behalf of Messe Muenchen India dated March 2018, India's ceramic industry has been modernising continuously with innovations in design, quality, application, and technology advancements in their production, led by demand for high-alumina ceramics, cuttings tools and structural ceramics. Nano technology, 3-D printing, large size tiles and double vitrified tiles are ongoing trends Nano technology with its dirt and bacteria removal properties is finding increasing application in floorings in hospitals, food processing plants etc where hygiene is a priority. Double charge vitrified tiles for instance, feeds two colours on the tiles bisque, making a thick layer of design which is thicker by 3mm-4mm, and most suitable for commercial projects.


India's ceramic tile industry is being driven by rising domestic consumption (70%) and exports to markets like the Middle East and Europe. Growth in the real estate sector, building of smart cities, upcoming government initiatives for low cost housing, and initiatives such as Swachh Bharat Abhiyan is pushing demand for bathroom fittings and sanitaryware. The tableware category is also showing great potential as consumers look for a better lifestyle and designer products. India's production of tiles used in flooring is expected to reach 16% by 2021. Gujarat's highly developed ceramics industry comprises 70% of India's total production capacity. Popular types are wall, floor, vitrified, and industrial tiles, including the imported variety.


Lighting and Switches: Undeterred by the higher cost of LEDs over CFLs, consumers are opting for them due to their longer life span, lesser energy consumption, and trendier look. Lighting designers have the flexibility to create myriad designs using LEDs - from interiors and exteriors to kitchen and bathroom cabinets, inside wardrobes, shelves, mirrors and numerous other products. Manufacturers are showcasing trendy lamps in lighting boutiques alongside international lighting designs, modular switches and plates that are well-coordinated with the interiors. In demand are maintenance-free switches, long guarantee periods on product life, innovations like front removal and insertion technology, and special anti-microbial and anti-static / dust-free features.


Modular Kitchens: The growing residential sector and the trend of ready-to-move-in homes is increasing demand for prefabricated modular kitchens that offer style, convenience, and efficient use of space through in-built appliances. The erstwhile humble kitchen is transforming into the home's central social space. Users want kitchens that facilitate ease of use and maintenance with grease-resistant countertops, stain and waterproof cabinets, pullouts, handle-less and self-closing doors, smart lighting, and high-end accessories. Manufacturers are offering customized kitchens and premium quality imports from Europe and the US, which they are showcasing through experience centers and in upscale lifestyle stores.


Flooring: Amongst the three types of wood flooring - laminated, engineered wood, and solid wood - laminated continues to be the favourite, due to its aesthetics, characteristics, and affordability vis a vis real/solid wood. Wooden floors are being used extensively in hotels, restaurants and showrooms. Other flooring materials in use are PVC, marmoleum, linoleum, vinyl, acoustic flooring, carpet tiles, and entrance flooring systems.


Doors & Windows: The strong outlook in residential and commercial sectors including offices, educational institutions, hotels, and hospitals are stimulating demand, as are new constructions and renovations. With changing lifestyles, consumers are looking for greater privacy and improved sound insulation. In demand are new and eco-friendly materials, colour options, and smart products with benefits like automation and enhanced security with sensors, coupled with innovative unlocking systems such as fingerprint sensor and number locks. Advanced polymer-based materials such as uPVC is seeing increasing penetration due to their lower maintenance cost, high durability, superior corrosion resistance, flame-retardant properties, enhanced temperature resistance, and aesthetic appearance. uPVC window systems provide thermal control, sound insulation, durability and aesthetics. Both domestic and foreign brands of uPVC doors and buildings are being used extensively in all kinds of buildings, including high-rise. uPVC profiles are robust, user-friendly in the opening and closing of windows, and customized as per requirement. The cheaper aluminium profiles are also in demand. Doors and windows made of wood are preferred by consumers looking for naturally-finished and luxury products. Wood has superior mechanical properties, design versatility, and aesthetic looks, particularly in exterior applications. Manufacturers are investing in R&D, smart windows and doors with enhanced security, energy-efficient products, and components have gained high consideration in the industry.


Furniture: Modern and brand conscious homeowners are making a shift from traditional furniture to contemporary furniture that make a style statement with their texture, material, finishes, and fine detailing. Furniture designers are combining various design elements, contrasting materials, veneers and eclectic styles, engraved or embossed designs to create unusual pieces that appear like works of art. While upscale markets are offering such designer furniture pieces, the standardized, indigenous furniture products continue to be in demand. Those with an eye for the artistic are opting for India's richly handcrafted furniture pieces that emit a sense of class along with modern-day luxury, comfort, style and elegance, and are complemented by rich furnishings and interior decor.


The growing real estate sector, including commercial spaces is driving demand, with home furniture as the largest consumed segment (65%) followed by office furniture. The expanding healthcare and hospitality sectors are also driving growth. As per Ken Research, the home furniture market of India is seeing a steady evolution over the past decade with a shift in customer perception to choose organized brands instead of developing furniture products from carpenters. This is because of a greater awareness on designs, wood materials and pricing.


While furniture made of wood continues to be the most popular, materials such as HDF with PU coating which are stronger and nature friendly will likely be preferred by many manufacturers, who are also investing in R&D and automated manufacturing -processes to provide high-quality furniture products. Growth of organized retail, rising real estate activities, and rising e-retailing of furniture are expected to contribute to growth of the furniture market.

Decorative Paints: Demand is coming from the residential and architectural segments. Major categories are exterior wall paints, interior wall paints, wood finishes and enamel. This product segment is being driven by revival of the realty sector, and the developing rural market. The market is seeing a shift towards water-based products and premium emulsions, and there is a growing awareness of innovative products like the odor-free and dust and water-resistant paints amongst consumers.


Architectural Hardware: The industry is evolving with precision engineering, use of cutting-edge technology, and superior components such as brackets with the necessary load-bearing capacity, and the necessary tests and certifications in place. Products such as hand railings, are important fixtures used in atriums, balconies, staircase landings etc. They must be sturdy, strong and require minimum maintenance. Manufacturers are offering different finishes, and use of protective sealants, coatings and paints etc to enhance their quality and strength, and new designs and materials such as stainless steel, aluminium, metal, plastic, wooden etc, and in combinations of stainless steel and glass. Railings are seeing increasing demand in both interior and exterior applications across commercial and residential segments. Advanced technology has enabled creation of complete factory-finished knock-down systems that can be installed at site, and can also be completely customized to complement the exterior or interior space.