Dealer Evaluation Study: Understanding the Premium Push in India’s Retail Market for Kitchen & Bath Fittings

As the Indian home renovation and interior décor market evolves, MarketGenics’ new dealer evaluation study provides valuable insights into the retail landscape for kitchen sinks, bathroom fittings, and related product categories. The study examines consumer preferences, sales patterns, and brand dominance in various key product categories in the premium fittings market.

Generational Legacy meets Modern Demand

The report’s findings highlight the retailers’ maturity and legacy—more than 75% have been in business for more than a decade, with over 40% running second- or third-generation businesses. This firmly embedded ecosystem represents the industry’s trust and continuity, making it critical for companies to establish long-term relationships with retailers.

Product Categories Dominating Retail Shelves

The research delves into the key categories—kitchen sinks, mirrors, shower cubicle hardware, shower cubicles, aluminium windows, facades, and UPVC fittings. Here’s what stands out:

• Kitchen Sinks: Hafele and Carysil are leading the pace, with shops reporting monthly sales of more than ten units. Premium sinks, despite their greater prices, are in higher demand, indicating a shift toward aspirational living.
• Mirrors: The most popular brands are Saint Gobain and Roca. Smart mirrors and related accessories such as frames are also increasing popularity, demonstrating a customer preference for tech-enabled living spaces.
• Shower Cubicle Hardware & Cubicles: Hafele and Saint Gobain remain at the top of the list, with luxury goods enjoying increased demand. Grohe emerges as a formidable competitor in the cubicle market.
• Aluminium windows and UPVC: Fenesta and Saint Gobain dominate, with most merchants preferring premium varieties due to strong brand confidence and higher profits.
• Facades: Alstone and Ozone lead this niche category, but premium offerings continue to outpace affordable ones.

Pricing and sales trends

Across the board, shops sell more than 10 units per category per month, with premium products routinely surpassing their lower-cost equivalents. This indicates an increasing customer need for quality and brand assurance, particularly in metropolitan and semi-urban areas.
Retailer Preferences and Brand Loyalty

The survey identifies considerable brand loyalty to established players such as Hafele, Saint Gobain, and Fenesta, owing to years of dependable product quality and dealership support. However, this provides a chance for new businesses to position themselves by offering better retailer incentives and product innovation.

Opportunities for Growth:

1. Premiumization Strategy: Brands should prioritize high-demand products.
2. Establishing long-term partnerships with multi-generational shops can boost market presence.

3. Cross-Selling Opportunities: Products such as smart glass panels, curtain wall systems, and kitchen accessories offer unexplored cross-selling potential.
4. Brand Diversification: Introducing new or lesser-known brands can help shops lessen reliance on industry leaders.

Conclusion:

The Indian kitchen and bath fittings market is progressively heading towards premiumization, fueled by both customer expectations and retailer confidence. For brands, the objective is to cultivate store relationships, innovate with complementary products, and capitalize on the growing need for smart, durable, and visually appealing solutions.