KLUDI

GTM & Blueprint

Market Overview

India’s sanitaryware industry is pegged at meagre Rs55bn, clocking ~7.3% CAGR over FY23-30.
The domestic faucet ware industry at Rs110bn, is growing at a faster clip than sanitaryware at
~12% over FY23-30. While 80% of faucet ware is bathroom related, balance 20% is kitchen faucet
ware.
Faucetware has transcended from being a functional product to a fashion & style statement and
therefore demand for premium products is expected to be robust versus higher growth for mass
products in sanitaryware.
Sanitaryware – Increasing number of organized players
The domestic sanitaryware industry (equally split between organized and unorganized segments)
is pegged at meagre Rs55bn and is growing at 8.3%. Although no benefits of SBA have accrued to
organized players in terms of higher revenue growth, SBA will definitely help create awareness on
importance of sanitation and hygiene, which will help organized players in future. Similarly
creation of toilets has also increased target market size of the industry. Sanitaryware reported
8.3% CAGR over FY23-30
Growth Factors
 Demand driven by premiumization and low penetration
 New construction activity
 Low penetration of sanitaryware in India
 Increasing coverage of sanitation
 GOL initiations
 SBA
 New players, focus on premium segment and distribution

Organized Players focus on premium & standard segment

 GTM strategy

Market Research: Understand the Indian market for bath fittings including consumer
preferences, competitor offerings, pricing trends, distribution channels, and regulatory
requirements.
Product Positioning: Identify the unique selling points (USPs) of the new product and determine
how it fits into the existing market landscape. Highlight features that resonate with Indian
consumers such as water-saving capabilities, durability, and aesthetics.
Target Audience Identification: Segment the market based on demographics, psychographics,
and behavior to identify the primary target audience. This could include homeowners, builders,
contractors, or interior designers.
Channel Selection: Choose appropriate distribution channels based on the target audience and
product characteristics. This could involve partnering with wholesalers, retailers, e-commerce
platforms, or specialty bath fittings stores.
Pricing Strategy: Set competitive yet profitable pricing based on factors like production costs,
competitor pricing, perceived value, and willingness to pay of Indian consumers.
 GTM strategy
Promotional Activities: Develop a comprehensive promotional plan including
advertising, PR, digital marketing, and social media campaigns. Leverage popular
platforms like Facebook, Instagram, and YouTube to showcase the product's features
and benefits.
Retailer Training: Provide training and marketing support to retailers to ensure they
understand the product's features and can effectively communicate its value
proposition to customers.
Localization: Customize marketing materials, packaging, and messaging to resonate
with Indian culture and preferences. Consider factors like language, imagery, and
cultural sensitivities.
After-Sales Support: Offer strong after-sales support including warranties,
installation assistance, and customer service to build trust and loyalty among
consumers..
 GTM strategy
Monitoring and Adaptation: Continuously monitor the market response, sales
performance, and customer feedback to identify areas for improvement and refine the
GTM strategy accordingly.
Sustainability Focus: Highlight any eco-friendly features of the product, which are
increasingly important to Indian consumers. This could include water-saving
technology or use of sustainable materials.
Partnerships and Collaborations: Explore partnerships with real estate
developers, interior designers, or home improvement influencers to increase brand
visibility and credibility.
 Coverage & Sales 24-25

I. West – Ahmedabad, Surat, Rajkot,

Mumbai, Pune, Kolhapur, Nagpur, Sales Top Line
Nasik, Indore, Raipur.
II. South – Bengaluru, Hubli, Project – 25 crore INR
Hyderabad, Karimnagar,
Retail – 20 crore INR
Vishakhapatnam, Chennai,
Coimbatore, Madurai, Cochin, Distribution – 14 Crore INR
Calicut & Trivandrum.
III. North – Delhi, Meerut, Agra, Total Frontline Revenue – 59 crore INR
Lucknow, Jaipur, Udaipur,
Varanasi, Ludhiana, Bhatinda &
Amritsar.
IV. East – Kolkata, Ranchi, Durgapur,
Balasore, Bhubaneshwar, Cuttack,
Patna.
Coverage & Sales 25-26
Coverage Plan
Presence & reach at 298 districts
Activate 1st level of 400 Towns/Talukas
600 Sub-dealers
150 Direct retailers
Pan India coverage of 20% of retail universe
Touch point with 4000+ plumbers
B2B/Project leads secured at 1500 in No’s
MBO wallet share @ 15%
45% Sub-dealer plumber meets to be conducted
Display as per brand mix at 100% sub-dealer points
Regular billing of all sub-dealers (Category 1. Once in a month/Category 2 . Once in a quarter)

Revenue
Total frontline revenue of 72 Crore INR
Marketing & Sales force manpower

Split Positions 24-25 Budget Per

Annum

Sales State Head – 7 3.5 crore INR

IC/TM/SM – 20

BD BDM – 7 0.80 Lacs INR

Marketing Head of Marketing – 0.75 Lacs INR

1
Product Manager - 1
Business MIS – 2 0.15 Lacs INR
Intelligence
Sales & Marketing inputs for (Consumer Sales)
Market Research:
1. Understand the Indian Market
2. Competitor Analysis
Product Positioning:
3. Unique Selling Proposition (USP)
4. Target Audience
Branding and Marketing:
5. Branding
6. Digital Presence
7. Content Marketing
Sales & Marketing inputs for (Consumer Sales)
Sales Channels:
8. Distribution Strategy
9. Dealer and Retailer Engagement
Promotions and Advertising:
10. Launch Event
11. Online Advertising
Customer Support:
12. After-Sales Service
13. Customer Feedback
Regulatory Compliance:
14. Compliance
 Sales Lead management (B2B Projects)
Lead Qualification:
Establish Criteria: Define specific criteria for qualifying B2B leads based on factors such as budget, timeline,
project scope, and decision-making authority.
Scoring System: Implement a lead scoring system to prioritize and focus efforts on leads with the highest
potential for conversion.
Qualification Process: Conduct thorough research and engage in conversations to verify the suitability of
leads before investing resources in nurturing them.
CRM Implementation:
Choose a CRM: Invest in a Customer Relationship Management (CRM) system to track and manage B2B
leads effectively.
Data Organization: Use the CRM to centralize lead information, track interactions, set reminders, and
automate follow-up tasks.
Pipeline Management: Create customizable pipelines within the CRM to visualize the lead lifecycle stages
and track progress towards conversion.
Sales and Marketing Alignment:
Collaboration: Foster collaboration between sales and marketing teams to ensure alignment in lead
generation strategies, messaging, and targeting.
Shared Goals: Establish shared goals and KPIs that incentivize both teams to work towards driving B2B lead
generation and conversion.
 Calibrate Pricing & Discounts(B2B Projects)
Value-Based Pricing: Consider the perceived value of our bath fittings in the eyes of project customers,
taking into account factors like design, quality, and brand reputation.
Segmented Pricing: Develop pricing tiers or categories based on the scale and requirements of different
projects.
Customized Quotes: Provide customized quotes for each project, taking into account the specific needs,
volume, and customization requirements
Contractual Agreements: Establish long-term contracts or agreements with project customers that outline
discount structures for different order volumes
Project-Based Contracts: Develop project-specific pricing models that consider factors such as project size,
duration, and exclusivity.
Competitive Benchmarking: Conduct market research to understand competitor pricing for similar projects
and adjust our pricing strategy accordingly

Discount Approval Workflow:

Automated Workflow: Implement an automated discount approval workflow to streamline the process and
ensure consistency.
Authorization Levels: Assign authorization levels for discount approvals based on the magnitude of the
discount being requested
 Hybrid Sales Force (Initial 24 months)

 This diversity can help mitigate risks associated with dependency on a single market segment.
 A hybrid sales team is more adaptable to changes in the market, enabling the business to pivot between
retail and project sales as needed.
 By serving both retail and project customers, a business can tap into a broader customer base. This
increases the potential for lead generation, customer acquisition, and long-term relationships.
 With insights into both retail and project markets, a hybrid sales team can identify cross-selling
opportunities. For instance, a project sale may lead to subsequent retail sales for related products or vice
versa.
 Some sales representatives may excel in dealing with retail customers, while others are more adept at
managing larger projects. A hybrid sales team allows businesses to leverage the unique skill sets of their
sales professionals across different segments.
 Hybrid sales approach can align with a comprehensive marketing strategy that targets both retail and
project audiences. This alignment ensures consistency in messaging and branding across all customer
touchpoints.
 Diversified approach to sales minimizes the risk associated with dependency on a single market segment.
This enhanced resilience is particularly valuable during economic downturns or disruptions in specific
industries.
 Gain Market loyalty

Introductory Discounts
Volume-Based Discounts
Free Samples or Panel display
Exclusive Launch Offers
Training Programs and Workshops
Performance-Based Bonuses
Exclusivity Agreements
Customer Loyalty Programs
Incentives for Display Excellence
Early Access to New Products
Regular Communication and Support
 A&D approach & loyalty
Technology Integration:
Digital Tools: Provide digital tools and technologies that facilitate the integration of our bath fittings into
architectural design software.
Augmented Reality (AR): Explore AR applications for virtual product placements in design projects.
Timely Delivery and Consistent Quality:
Reliability: Ensure timely delivery of products to meet project timelines.
Quality Assurance: Maintain consistent product quality to build trust and confidence.
Recognition Programs:
Acknowledgment in Publications: Acknowledge architects and designers in our marketing materials,
publications, or social media.
Feature Spotlights: Spotlight their work in case studies, highlighting the use of our bath fittings in innovative
designs.
Support for Design Education:
Sponsorship Programs: Support design education by sponsoring scholarships, workshops, or events.
Guest Lectures: Invite architects and designers as guest lecturers to share their experiences with the next
generation of designers
 A&D approach & loyalty

Exclusive Product Previews:

Sneak Peeks: Provide exclusive previews of new bath fittings before the official launch.
First Access: Allow architects and designers to be among the first to experience and specify our products.
Customization Options:
Tailored Solutions: Offer customization options for bath fittings to meet the unique design requirements of
architectural projects.
Collaborative Design: Allow architects to collaborate on design modifications or unique product variations
Exclusive Events and Networking:
VIP Events: Host exclusive events, networking sessions, or webinars for architects and designers.
Industry Forums: Sponsor or organize industry forums where professionals can exchange ideas and
experiences.
Dedicated Account Managers:
Personalized Service: Assign dedicated account managers to architects and design firms.
Responsive Support: Ensure quick and responsive support for their inquiries and requirements.
 Robust SCM: Better forecasting
Define Forecasting Objectives
Choose Forecasting Methods:
Select appropriate forecasting methods based on our data and objectives. Common methods
include:
• Time Series Analysis: Analyzing historical data to identify patterns and trends.
• Statistical Models: Using statistical algorithms to predict future demand.
• Collaborative Forecasting: Involving key stakeholders, such as sales teams, in the
forecasting process.
Data Cleaning and Preprocessing:
• Clean and preprocess data to remove outliers, errors, and inconsistencies.
• Normalize data to ensure consistency across different datasets.
Demand Segmentation:
• Segment our products based on demand characteristics, such as seasonality, product life
cycle, or customer segments.
• Apply different forecasting methods to each segment for more accurate predictions.
 Robust SCM: Better forecasting
Understand Import Variables:
• Identify and understand key variables influencing imports, such as lead times,
transportation costs, customs clearance times, and geopolitical factors.
Forecasting Models for Imports:
• Choose forecasting models that account for international variables, such as lead time
demand forecasting and order cycle forecasting.
• Use predictive analytics to anticipate potential disruptions or delays.
Lead Time Reduction Strategies:
• Explore strategies to reduce lead times, such as utilizing air freight for critical
shipments or optimizing shipping routes.
• Implement technology solutions for real-time tracking and visibility.
Cross-Functional Collaboration:
• Foster collaboration between various departments, including procurement, logistics,
finance, and forecasting, to ensure a holistic approach to supply chain management.
 Pricing Review Approach
 Set a schedule for pricing reviews. Depending on the industry and market conditions, consider conducting
reviews quarterly.
 Stay updated on trends in the bath fittings industry. Monitor changes in materials costs, technological
advancements, and emerging design preferences.
 Monitor the pricing strategies of competitors in the bath fittings market. Analyze how our prices compare to
competitors and identify opportunities or gaps in our pricing strategy.
 Analyze customer segments within the bath fittings market. Understand the preferences and purchasing
behaviors of different customer groups. Adjust pricing strategies based on the perceived value for each
segment.
 Consider where each bath fitting product is in its lifecycle. New product launches, maturity, or decline may
require different pricing strategies.
 Utilize key performance indicators (KPIs) related to sales, profit margins, and market share. Assess how
pricing changes have impacted these metrics and use the insights for future decisions.
 Recognize seasonal variations in demand for bath fittings. Consider trends in design, color preferences, or
features that may influence pricing decisions.
 Maintain comprehensive documentation of the pricing review process for bath fittings. Create regular
reports to track the performance of our pricing strategy over time.
 Tier II & III market approach WHY
Growing Aspirations:
Rising Income Levels: Tier 2 and Tier 3 towns are experiencing increasing disposable incomes and economic
growth, leading to higher purchasing power.
Aspirational Lifestyle: Consumers in these towns are aspiring to upgrade their lifestyles, including investing in
premium and sophisticated home products.
Untapped Market Potential:
Market Expansion: Tier 2 and Tier 3 towns present an untapped market with significant growth potential for
premium bath fittings.
Limited Competition: Competition may be less intense compared to Tier 1 cities, providing an opportunity for
early market penetration.
Increasing Urbanization
Rising Awareness and Exposure:
Internet Access: Improved internet connectivity has increased awareness and exposure to global trends and
luxury products, driving demand for premium bath fittings.
Media Influence: Consumers in Tier 2 and Tier 3 towns are influenced by media, including online platforms,
lifestyle magazines, and home improvement shows
Quality and Durability
Homeownership Trends
 Tier II & III market approach HOW
Demographic Assessment: Understand the demographics, lifestyle, and preferences of consumers in Tier 2
cities to tailor our distribution strategy accordingly.
Competitor Analysis: Analyze the distribution channels of competitors in the region
Wholesalers and Distributors: Identify and partner with wholesalers and distributors with a strong network in
Tier 2 cities.
Local Dealers: Establish relationships with local dealers who have a deep understanding of the market
Strategic Alliances: Form alliances with local builders and developers for incorporating our premium bath fittings
into their residential and commercial projects.
Bulk Purchases: Offer incentives for bulk purchases by builders and developers
Field Sales Force: Employ a dedicated field sales team to establish direct relationships with retailers and
distributors in Tier 2 cities.
Training: Train sales representatives to effectively communicate the unique selling points of premium bath fittings
Regional Promotions: Tailor marketing campaigns to local festivals, events, and cultural nuances.
Regional Language Support: Offer marketing materials in local languages to connect with the target audience
Digital Tools: Utilize digital tools for order management, inventory tracking, and communication with distributors
and retailers.
Online Training Platforms: Develop online training platforms for distributors and retailers to enhance their
product knowledge
THANK YOU