HSIL launches water heaters in association with Groupe Atlantic

Expects Rs.200 crore turnover by FY18. Aims to be amongst top three players in next three years

Jul 02, 2015 09:07 IST India Infoline News Service

HSIL Limited, the reputable sanitaryware company with a rich legacy of 55 years, today announced its foray into Consumer Products Business at a press conference, held in New Delhi. The company entered into a co-branded marketing arrangement with Groupe Atlantic, France, specialist  thermalcomfort solution provider, to introduce technologically superior and aesthetically appealing range of ‘Water Heaters’ in the India market.

Co-branded as ‘hindware-atlantic’, the water heating range will offer the best of both brands prowess; cutting-edge technology and premium design to offer unmatched comfort with significant cost savings in this product category.

Mr. Sandip Somany, Joint Managing Director, HSIL Ltd, said, “We are delighted to associate with Groupe Atlantic and bring in their know-how to venture into a new business division. The entrepreneurial history, manufacturing culture and the ability to evolve and grow are akin to both companies. They are an established USD 1.5 billion leading player in HVAC (heating, ventilation and air conditioning) market in France & Europe and experts in water heating systems , which makes them  a perfect partner to diversify. There exists a latent demand in the water heater segment in India, which is witnessing a 15 to 20% growth y-on-y, buoyed by consumeraspiration and their purchasing power. A cross functional team from Groupe Atlantic and HSIL worked for close to 3 years to study the Indian market, did extensive consumer and trade connect to arrive at this superior product offering. Now, we are ready to expand and tap this opportunity. The aim is see ‘hindware-Atlantic’ amongst top three brands in the next three years in India’.

Mr. Giles Romagné, Managing Director, Groupe Atlantic said, ‘the water heater market in India is expected to cross USD 300 million in FY’16 and provides extensive opportunity for growth and expansion for us. I am pleased to be working with HSIL Limited that has etched a household name with its brand ‘hindware’. The journey of both atlantic and hindware has similarities and visions alike, one of the fundamental components of choosing them to make our entry in India.  I am extremely positive that our extensive category knowledge combined with HSIL’s scale and market experience will be beneficial to Indian consumers, the commitment is mutual to begin a successful journey and be seen among one of the top tier water heater brand”.

‘hindware-Atlantic’ water heaters will be available in metros, mini metros and tier 1 and 2 towns to begin with throughdistribution channels across electrical, CDIT, and organized retail outlets. Special brand experience zones will be created within these stores to attract traffic. A robust integrated marketing and communication campaign – titled ‘Switch on Joy’ will break from mid-July in print and digital medium with aggressive on-ground market activation support across India.This will see ‘hindware-Atlantic’ enhance its visibility and awareness.

Additionally, through an exclusive online agreement with Snapdeal, India’s largest online market place,   ‘hindware-atlantic’ water heaters will be made available through the e-commerce route along with retail.

Tony Navin, Senior Vice President, Electronics and Home, Snapdeal, said, “We are extremely happy to partner with HSIL as it forays into Consumer Products Business with the launch of superior range of water heaters. We work with brands across categories and help them reach a pan India audience through our platform. Increasingly brands are seeing significant value in partnering with Snapdeal. We are committed to make this launch a big success for HSIL and look forward to a long term relationship with the brand.”

Targeting consumers across SEC A+ to B, the range encompass instant heaters of 1 litre to high capacity 25 litres priced between INR 4,000/- to INR 12,000/- approx. ‘hindware-Atlantic’ water heaters promise to deliver a strong value proposition to consumers through a product that is technologically superior, modern in look and functionality. A slew of innovative product launches are planned to offer Indian consumers best of European design, functionality and consumer experience.

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