Hindware Drives Bathroom Experience With Experiential Initiatives

To enhance consumer engagement and highlight the innovative facets of its bathroom solutions, Hindware, led by Sudhanshu Pokhriyal, Chief Executive Officer of the Bath and Tiles Business is delving into the realm of experiential marketing. In an exclusive conversation with Everything Experiential, Pokhriyal sheds light on the company's focus on providing consumers with immersive experiences.

Touch-and-Feel Approach 

Pokhriyal notes, "The company aims to bring a touch-and-feel aspect to its products, providing consumers with immersive experiences." By doing so, the company aims to offer consumers immersive experiences that go beyond the traditional online or offline purchase journey. This shift towards experiential marketing reflects Hindware's commitment to creating a deeper connection between consumers and its bathroom solutions.

Hindware recognises the importance of blending online and offline experiences in today's market. While the company has invested in virtual tools like the visualiser available online, it has also established brand stores and participated in exhibitions to provide consumers with a firsthand experience of their products.

Pokhriyal emphasises the quality of distribution through these brand stores, illustrating, "The consumer walks in. It's a nice-looking store, wherein we are carrying all company stocks, all our premium products nicely displayed, some of them live displays." 

This approach aligns with the evolving consumer expectations for a seamless omnichannel experience, he explains.

Associations for Consumer Reach

With a focus on the average Indian male as its core consumer demographic, Hindware has successfully utilised cricket as a strategic platform for consumer reach. The company's associations with IPL teams like Kings XI and Royal Challengers Bangalore over the past three years have positioned Hindware to tap into the vast middle-class consumer base.

Pokhriyal highlights, "The consumer insight that exposure to luxurious bathrooms often occurs during travel to five-star hotels, inspiring the desire to replicate such experiences at home." This insight forms the basis for Hindware's tagline, aligning with their vision to bring opulence to everyday bathrooms.

Innovations in Design and Technology For The Win

Hindware's commitment to staying ahead in the competitive market is underlined by its focus on continuous innovation, both in terms of product and design. 

"Products come once in a while with good products, but new designs are what keep the category totally alive. We have a certain intel objective around how much percentage of our business will come through new products and new design", says Pokhriyal.

Over 25 per cent of the company's revenue comes from new product designs and launches.

"Our product team is dedicated to developing new designs and products to keep up with consumer demands. We have invested in a visualiser and we can now provide consumer visualisation in both tiles, sanitary websites and sanitary faucets. You can visualise your bathroom through a visualiser," he underscores.

The introduction of the visualiser tool reflects Hindware's commitment to providing a unique and immersive experience for consumers, enabling them to make informed decisions about their bathroom designs.

Pokhriyal adds, "There are stores which we have created in some parts of the country where you can actually take a shower and come out so you can do that."

Regional Focus for Market Penetration

While cricket associations provide a national reach, Hindware strategically focuses on regional collaborations to maximise visibility. By partnering with events like the SIIMA awards in the South and specifically targeting regions like Kerala, the company aims to tap into unique market opportunities.

"We want to focus on regional areas which perhaps have large opportunities for us," states Pokhriyal, highlighting the potential in individual housing markets like Kerala. 

The Inside Activations 

Recognising the importance of influencers in guiding consumers through the technicalities of bathroom design and installation, Hindware has established programs like 'Club Maestro' for architects and 'Plumber No. 1' for plumbers. These collaborations are crucial in ensuring that Hindware's products are not only aesthetically pleasing but also technically sound.

"The most important thing in this business is to actually have these collaborations with architects and designers because they are the ones who lead in terms of the new designing, which happens for bathrooms," affirms Pokhriyal. 

He shared that the contest for Club Maestro runs for about three months. By the end of quarter one, they expect the results to come out, following a big ceremony where architects get rewarded. There is also an eminent jury which judges the entries.

Striking a Balance

In a market where online and offline experiences converge, Hindware acknowledges the importance of striking a balance. 

"While we are a national company, it's challenging to offer experiential marketing to everyone. Currently, not more than 20 per cent of our marketing efforts focus on experiential marketing, primarily delivered through our brand stores and select exhibitions," explains Pokhriyal, signifying the careful balance between national reach and personalised experiences.

The share is primarily delivered through brand stores and select exhibitions, offering consumers a first-hand experience of Hindware's products.