Roca Bathroom Products Pvt Ltd, a subsidiary of the Spanish bathroom solutions giant Roca Corporacion Empresarial S. A. is taking long stride in a market where it started exploring seriously about eight years ago. In 2006, it entered into a joint venture with Parryware, the then India's leading sanitaryware manufacturer – making the latter a Roca Group subsidiary in 2008, and finally a wholly-owned subsidiary in 2011.
Over the years, the company has successfully developed a formidable presence with its robust infrastructure comprising seven manufacturing facilities – four for sanitaryware (Ranipet, Dewas, Alwar, and Perundurai), two for plastic products & components (Pant Nagar and Sriperumbudur), and one for faucets (Bhiwadi). The company has 30 service centers spread across the country–all franchisees–with plans to make it 35 by the next quarter so as to ensure uninterrupted after sales support to its customers. On retail front, with over 175 showrooms – 25 Roca exclusive and 150 Parryware exclusive – in more than 120 Indian cities, Roca aims to bring its global range within easy reach of its discerning customers in India.
Furthering its retail expansion plans, the company has launched an exclusive showroom at Bhiwadi in Rajasthan, displaying products of both its brands: Roca and Parryware. Located in its faucet plant premises, this showroom exemplifies the company's emphasis on innovation and technology to deliver quality bathroom solutions through a wide range of products. Targeted at both – specifiers and end-users, this company-owned showroom is rather an experience centre than a retail store. This is one of its kind stores for Roca Parryware wherein no sale activities are performed.
The black and white colour scheme of the showroom along with its product-focused layout clearly elucidates the company's brand architecture. The colour 'Black' has been used for the lifestyle brand, Roca; while 'White' symbolizes the mass value offerings of Parryware. The structured grid format of the outlet exudes the kind of sophistication and neat, minimalistic contours that Roca is known for.
Pau Abello, MD, Roca, said, "We are delighted at the launch of this state-of-the-art showroom which is an extension of our company's expansion policy in the country. The sprawling property and its superlative design is a reflection of Roca's commitment to providing the highest standards of customer services and experience. This showroom will set new benchmarks in the country's sanitaryware space in terms of style, aesthetics, and innovation."
On walking into this showroom, visitors will find the display of Roca products in a three-fold format. The Island Display encompasses bathtubs, which have been placed in a manner that optimizes the light from the glazed wall and is surrounded by a huge area to walk around and observe the beautiful dimensions of the products. The Modular Display includes the placement of the WCs, basins and urinals. The Wall Display utilises the solid and glazed walls for the placement of faucets, the vanity shower and other accessories. The modular display of Parryware is in right angles in comparison to Roca and spells out the difference in brands in a subtle way. The Parryware zone starts with the modular display of bathtubs followed by the WCs, washbasins and finally urinals. Faucets, furniture and shower panels are arranged as a part of the wall display.
Each element of the showroom reflects Roca's commitment to minimalist design, sophistication, quality, and more so, sustainability. Asserts Vijay Asrani, General Manager (Marketing) at Roca Bathroom Products Pvt. Ltd., "In the field of product development, Roca has made significant efforts to bring to the market innovative solutions for saving water and energy. Products showcased include dual-flush WCs, low capacity baths in acrylic and steel, taps with flow restrictors and Eco Disc cartridges. Many of these products are registered with the Water Label, meaning they have been independently verified as being water efficient."
Recently, Roca India has also launched its first luxury brand Armani-Roca in Hyderabad, India. Armani-Roca products are popular among large builders like Lodha Group in Mumbai and other top commercial buildings.
