Targets INR 100 crore revenue over the next 12 months
Mumbai, October 22, 2019: Brilloca, makers of iconic brand Hindware, has forayed in the premium tiles segment with their brand NEOM. The brand boasts a strong network of reliant trade partners and retailers pan India to offer a premium brand experience through 300 partners in the first year to gain market traction.
NEOM will tap the growing premium and super premium tiles category, with an aim to achieve INR 100 Crore business over the next 12 months. The diverse product portfolio across premium and super premium range includes GVT, full-body vitrified wall and floor tiles with 750 SKUs in different sizes, to cater to the burgeoning needs of discerning Indian consumers. The brand has introduced 5mm ‘Super Slim’ tiles, one of the first brands to introduce such a size in the country. These ‘Super Slim’ tiles are durable, easy to fix, eco-friendly and fire resistant, with no chemical or toxic substances.
Commenting on the launch, Mr. Sandip Somany, Chairman, Brilloca Limited said, “We at Brilloca understand that home is centre of life now and therefore have launched Neom to offer global trends to customers and help them make their home reflective of their style. We are investing in brands, product and design innovation, brand stores, technology, nation-wide distribution channels and integrated marketing campaigns to reach our target consumers. Our launch theme ‘Making India Beautiful’ resonates with our brand ideology and promises a beautiful, modern home design solutions with style, substance and spirit.”
The brand has carefully entered into a strategic partnership with exclusive manufacturers to create high quality premium and super premium tiles. The asset- light model has helped the brand to launch its tiles business in a short duration of time and bring in its expertise in design and innovation, research & development.
Mr. Sanjay Kalra, President and Chief, Bath Products & Tiles, Brilloca Limited said, “We are extremely excited to launch NEOM, a niche brand in this cluttered category. We are working closely with the influencer community such as architects, builders, real estate players to generate demand on the back of our product innovation. Our ‘Go to Market Strategy’ is to offer state of the art stores with our network of exclusive retailers across the country to offer premium brand experience to our customers.”
India is the second-largest tile producer in the world accounting for 7% of the global production. The tile industry has recorded strong growth owing to capacity expansion, technology advancement and product portfolio over the last few years. The key growth drivers include infrastructure development such as Swachh Bharat Abhiyan, development of smart cities, housing for all and a rise in the disposable income in the emerging cities.
Brilloca is the leading player in the Indian sanitaryware market with its range of compelling brands across various price points and the launch of NEOM further strengthens the company’s range of bathware solutions in India.
About NEOM: NEOM crafts premium design experiences to hallmark a neo modern life and living for the Indian consumers. NEOM spaces unite style, substance, and spirit and are imbued with boundless energy, joy, individuality and flair. It is a way of life where people express their personality through their spaces and homes. The designs for NEOM tiles are inspired by Life Experiences i.e. Surrounding, Experiences, Feelings, Nature, Heritage, Craft, etc.