KLUDI – The German bath fittings major

6122013

KLUDI  – The German bath fittings major and leading European brand announces India expansion plans.

Beginning 2014, KLUDIRAK India Pvt. Ltd. will be re-named as KLUDI India Pvt. Ltd.

New Delhi, 6^th December 2013: At a press conference held at the Oberoi Hotel today, globally renowned German bath fittings Brand KLUDI announced their future expansion plans in the Indian Market. Kludi GMBH (Germany) – a 170 Million USD parent company of KLUDIRAK India has acquired majority stakes in the KLUDIRAK with quantum infusion of equity. Strategically, this is an extremely significant step not only from resource mobilization standpoint, but also in terms of the strengthening the brand awareness of KLUDI in India. Consequently, beginning 2014, KLUDIRAK India Pvt. Ltd. will be re-named as KLUDI India Pvt. Ltd.

KLUDI India Pvt. Ltd. will invest 1.50 million USD in India to support the expansion plan. This strategic move is the clear reflection of the importance that KLUDI accords India in its global expansion plans. The press conference today was addressed by; Mr. Janusz Palarczyk, Group CEO – KLUDI, Mr. Bernd Neidhardt, Managing Director – KLUDIRAK India Pvt. Ltd. and Mr. Sanjay Bankeshwar – Vice-President (Sales & Marketing) KLUDIRAK India Pvt. Ltd.

Commenting on the occasion Mr. Janusz Palarczyk, Group CEO – KLUDI said, “KLUDI is targeting a market share on a 5-year perspective of around 18-20% of the high-end segment of the Indian market by 2018. The high-end and luxury segment of the market comprises approximately 5% of the overall organized market of INR 4Bn. KLUDI India’s revenue expectations would be exceeding USD 5 million annually by 2018, growing at 35-40% year on year beginning 2014. In keeping with its core philosophy of quality sales rather than mass selling, KLUDI targets to operate at healthy sustainable gross profits.”

Mr. Bernd Neidhardt, Managing Director – KLUDIRAK India Pvt. Ltd. further added, “Our India distribution & reach plan will be focused on major metros, selected state capitals and larger II-tier cities. KLUDI high-end (made in Germany) range will be distributed in major metros through KLUDI Premier stores and KLUDI boutiques in collaboration with high-end retailing partners. While mid-segment ranges that include primarily KLUDIRAK collection made in UAE that will be distributed through distributors/stockists catering to secondary dealers. Similarly, project specialists and dealers will cater to mid-segment Projects. In the 2014-2015 phase, the focus will be on consolidation and greater depth in existing markets, rather than on geographical expansions. Thereafter, new markets like Chennai & Hyderabad etc will be addressed.”

According to Mr. Sanjay Bankeshwar – Vice-President (Sales & Marketing) KLUDIRAK India Pvt. Ltd., “Enhancing brand awareness will be the single biggest priority in terms of marketing spend and activity for KLUDI in India.  High-end retail being our focus for the next few years, a huge share of the marketing effort and spend would be allotted towards enhancing visibility in showrooms and through advertising campaigns. To complement this effort, KLUDI plans to imaginatively and aggressive engage with architects, interior designers and consultants fraternity. Close to 35-40% of all investments planned will be for building brand KLUDI.”

Segment-wise, high-end retail is the focal point of KLUDI’s strategy and activity. The high-end hospitality segment too will be a major focus that will be pursued aggressively by KLUDI in India. An additional advantage for KLUDI in India is the establishment of a full-fledged sales office in Singapore, which is expected to support and complement the efforts of KLUDI India in high-end projects. The role of Singapore-based consultants in brand specifications in many high-end institutional projects in India is decisive and KLUDI Singapore office is expected to play a key support role in this endeavor of KLUDI India.

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About KLUDI:

For over 87 years, KLUDI has been known around the world as one of the leading quality manufacturers of fittings for harnessing the element of water in both bathroom and kitchen. The company’s high levels of innovation and quality, combined with fashion-conscious, award winning designs, have earned KLUDI its position as premier brand of bath and kitchen fittings in Europe and in leading markets worldwide. Worldwide KLUDI has production facilities and marketing companies in Germany, Austria, Hungary, Poland, China and the United Arab Emirates. In India, KLUDI made its foray in 2010 by establishing its subsidiary, KLUDIRAK India Pvt. Ltd., promoting the brands KLUDI, KLUDIRAK, Esprit and Joop!,  all under one roof.

About KLUDI’s association with RAK Ceramics:

Kludi’s association with international ceramics major RAK Ceramics began in 2006 with setting-up of its JV faucet manufacturing plant at Ras-Al-Khaimah with KLUDI technology. Initially it was for serving the middle-east market. However, this association has bolstered KLUDI’s product portfolio and versatility in India, enabling it to effectively cater to the mid-segment projects market. KLUDI’s synergy with RAK’s India establishment is based on an effective, though unstructured co-operation in customer-base sharing in trade and projects, without the latter being strategically and operationally involved in KLUDI’s India operations. In view of the recent acquisition of majority shareholding by KLUDI Germany in KLUDIRAK India, the German imprint on its approach and strategy will be even more evident.

Contd…

Product Range:

Worldwide, the Product architecture of KLUDI covers luxury, high-end and mid-segment – beginning from life-style luxury at the top (Brand licence partnerships like Joop! And Esprit), thru high-end (Amba, Balance, Bozz, O-cean, Q-Beo, MX, A-QA Dual Shower and Fizz shower programs) and E-go and L-Line Kitchen faucets) till mid-segment and project ranges (Objecta, Logo-neo and Tercio).

In India, the product range also includes the KLUDIRAK collection for the mass and project segments produced in the JV plant of KLUDI and RAK LLC at Ras-Al-Khaimah.

Markets:

Worldwide markets include Europe, Middle-East, South Asia ( including India), Asia-Pacific, Australia-New Zealand & Africa

In India KLUDI is distributed in Metros like Mumbai, Delhi-NCR, Bengaluru & Kolkata; Semi-metros like Pune and State Capitals & II-tier cities like Ahmedabad, Raipur, Bhopal, Indore, Surat, Baroda & Ludhiana. Future markets planned – Chennai, Hyderabad & Chandigarh (late 2014 onwards)

Product range:

Worldwide, the product architecture of KLUDI covers luxury, high-end and mid-segment beginning from life-style luxury at the top (Brand licence partnerships like Joop! And Esprit), thru high-end (Amba , Balance, Bozz , Ocean, Q-Beo, MX, A-QA Dual Shower and Fizz shower programs) and E-go and L-Line Kitchen faucets) till mid-segment and project ranges (Objecta, Logo-neo and Tercio)

In India, the product range also includes the KLUDIRAK collection for masses and project segments produced in the JV plant of KLUDI and RAK LLC at Ras-Al-Khaimah.

Target group:

• High-end and Luxury retail customers (end-users)
• High-end and upper-mid residential projects
• High-end and upper-mid Hospitality and other institutional segment

Awards & accolades received:

Year after year, KLUDI has excelled in design innovation, which is manifest in many of its ranges being awarded the IF Product design award, Plus X design award, the most recent examples being their hot-sellers KLUDI BALANCE (2012), KLUDI E-GO and L-LINE KITCHEN FAUCETS, FIZZ SHOWERS and KLUDI AMBA (2013) on its debut at the ISH exhibition in Frankfurt last March.