Rajesh Mehra, Director & Promoter, Jaquar

“Jaquar will be launching super luxury range of Artize Sanitaryware, premium range of Jaquar Sanitaryware and introduction of high quality wellness products, by this April.”

Apr 05, 2011 11:04 IST India Infoline News Service

Rajesh Mehra, Director & Promoter, Jaquar, established the company in 1986, when industry was at a nascent / unorganized stage in India. At Jaquar, Mr. Mehra’s motive was to cater changing needs and preferences in the bath fitting sector by using innovation and technology. Jaquar developed innovative advanced Flush Valves, introduced colours in faucets. Jaquar was the first company to introduce improved Ceramic disk cartridge in India by adopting the right specifications. Mr. Mehra decided to take Jaquar Globally and tied-up with the world's best companies like Glass Idromassagio from Italy, Breuer from Germany, AO Smith from USA.  Apart from bath fitting industry, Jaquar also entered into concept lighting business in the year 2001. Jaquar has introduced top-of-the-line lighting products to India. Through the initiatives of Mr. Rajesh Mehra, Jaquar is able to sustain its market share of around 60% of the total industry turnover.
Jaquar, was conceived way back in 1960 and has emerged not just as a market leader in the bath fittings category in India, but has also evolved as a Complete Bathing & Lighting Solutions provider.  With a turnover of Rs. 7.84bn (2009-2010), three ultra-modern manufacturing units spread across 1,03,000 sq. mtrs. with a manufacturing capacity of 30,000 units a day, 22 Orientation Centers-cum-Customer Experience Zones throughout the country, over 2000 dealers, 2701 production people, 316 sales & marketing professionals, 174 support staff, 473 customer care professionals and a fast-growing international presence from the UK & the Middle East to Africa and the Far East besides Asia, Jaquar is the only company in the Bath Fittings industry in India that has been awarded the Superbrand status thrice consecutively apart from being given the Business Superbrand recognition for the year 2008. Some of the international tie-ups Jaquar has are with Glass Idromassagio from Italy, one of the leaders in whirlpool & shower systems, AOSmith from USA, the world leader in heating appliances, Breuer, a pioneering German company manufacturing shower enclosures for over 4 decades, Aquis from Switzerland, the pioneer in Sensor technology, Docol from Brazil for water-saving taps & flush valves, SIAMP from Monaco for Concealed Cisterns and Artemide from Italy for designer/architectural lights. 
Replying to Jasmine Kohli of IIFL, Rajesh Mehra says “Jaquar will be launching super luxury range of Artize Sanitaryware, premium range of Jaquar Sanitaryware and introduction of high quality wellness products, by this April.”
What is the business model for Jaquar?
Jaquar works through the wide and strong network of Jaquar dealer’s present pan India. We have a huge dealer network of 1800 dealers across India from Kashmir to Kanyakumari. Apart from the same, we have a chain of 22 Orientation Center across the country. Spread over large area, Orientation centers showcases wide range of bath products in a concept and functional environment. They serve as an interface between the company and its customers i.e. architects, interior designer, builders and end consumers. Each Orientation Centre is interactive and has facilities for live demonstrations and helps customers experience bath and lighting products in its full glory. Jaquar also operates in B2B and institutional segment through dedicated and trained product and sales experts across the country with leading names in the industry. 

Brief us about the range of bath products provided by Jaquar? 
Jaquar, the brand, was built on the platform of highest quality standards, aesthetics and with the intent of providing world class products Jaquar is an undisputed market leader in the bath fittings category in India by transforming the industry from merely utilitarian to inspirational and lifestyle category. With the Group’s vision to evolve into a “Complete Bathing Solutions” enterprise, Jaquar group has also successfully diversified into various bath verticals like sanitaryware, wellness range of products like shower enclosures, shower panels, showers, whirlpools, steam cabins and spa, water heaters and cisterns. Recently it has diversified into Concept Lighting- a complete lighting solution i.e. from Gate to Bathroom. A comprehensive and world class range of specialty lighting products to India through its global tie ups. Quality, World class designs and superior after sales service is the highlight of Jaquar bath products.
Any scale-up plans on the cards for any specific segment? 
With year on year growth and beating average industry growth by distance, Jaquar has new standard by crossing 1000 crore mark in FY11 in this domain. Apart from new range introduction in Jaquar and Artize range of faucets, company is also launching super luxury range of Artize Sanitaryware, premium range of Jaquar Sanitaryware and introduction of high quality wellness products. All such steps are leading to make Jaquar a complete bathing solutions company
Among your various segments which is the major contributor to your revenue pie? 
Jaquar range of faucets continues to dominate market since inception of branded faucets in the country but new verticals like wellness range of products such as shower panels, showers, whirlpools, steam cabins and spa will soon create new set of benchmark in the country.
Also, give us a break up of your revenue in terms of percentage? 
Faucets have contributed over 80% in FY 10-11.
How much of your business comes from institution and retail? 
Jaquar has been a first choice brand of customers and professionals from long time. 70:30 ratios of B2C and B2B.
What is the ad-spend ratio? 
Jaquar has always been awarded and rewarded as People’s Choice. Lot of first to its credit, Jaquar was first faucet brand to come up with TV commercial. ATL, BTL and strong retail presence through innovative product display makes Jaquar the super brand in its category. We have been spending on our Marcom almost 5% of our revenue.
Brief us about your manufacturing facility? What is the current capacity in term of pieces per annum?
Jaquar has the most modern manufacturing unit and one of the biggest in Asia Spread over a total area of 10, 30,000 sq. meters, and a current average production of 40,000 faucets per day, with scope for further enhancement.  Our second manufacturing unit is coming up in Manesar and we will be starting it from end of 2011 which is expected to take the daily average production even higher. At Jaquar, we believe that it is our judicious mix of ultra modern technological set-up and the finest human resources which not only generate products of the finest quality but also an optimal level of cost economies for our Company. The world's most advanced plant and machinery sourced from top global manufacturers and a 'no compromise on quality ' attitude results in the latest technical developments, in production processes.
Any capacity expansion plans on cards? 
We are basically increasing our manufacturing capacities by adding another world class unit in Manesar (close to Gurgaon) shortly.
What is the market share?
Jaquar is an undisputed market leader in the bath fittings category in India. Irrespective of large unorganized market and many national and international brands coming to India, Jaquar is able to sustain its market share of around 60% of the organized sector of the total industry turnover through various innovative sales and marketing initiatives. Over the years, it has also evolved itself as a Complete Bathing & Lighting Solutions provider.
How do you see the competition in domestic market and overseas? 
Jaquar revolutionized the bath fittings industry in India and grows at a pace of 30% to 35% every year. In the last few year India has seen various international player entering the Indian market, however we have been successful in maintaining our position and market share inspite of the foreign competition. Over the years Jaquar has become an acknowledged global brand with a fast-growing international presence in the GCC markets, Africa and United Kingdom.
Do you see any demand-supply gap?
With booming urban infrastructure, demand for high quality products and few branded players, we see in India for couple of years demand chasing supply.
Any plans for tie-ups or acquisitions on card?
Apart from being the most advanced technology driven manufacturing company, Jaquar always delight its customer by introducing top of the line brands to India and add choice option to its customers. In series of such initiatives, Jaquar has tied up with various international players like Breuer, Glass Idromassagio and SIAMP.
Is Jaquar unveiling any new designs this year? 
Transforming the industry from merely utilitarian to inspirational and lifestyle category has been Jaquar biggest achievement. And in this journey product innovation in design & style has been the key feature. People always want to see something which has never existed before. So, our team is always engrossed on R&D and puts efforts to bring out the most spectacular designs. We are planning to expand Spa product range with new models, both in the upper and middle segment markets.
By April this year, we will be launching super luxury range of Artize Sanitaryware, premium range of Jaquar Sanitaryware and introduction of high quality wellness products. We have also introduced three new ranges under premium and designer bath brand Artize which are Angelo, Travina and Leone. 
Brief us about your product portfolio and your USP?
Design with quality and unmatched customer service is our USP. The product portfolio comprises of  Luxury, Premium and Economical Faucets (Full-turn, Quarter-turn & Single-lever), Wellness Products (Hydromassage Systems, Steam Cabins, Shower Systems, Whirlpools), Utility Products (Glass Enclosures), Water-Saving Products (Sensor Taps), Concealed Cisterns, Water Heaters  and Lighting Products (Indoor & Outdoor comprising of Designer Lights, Architectural Lights, Chandeliers, Outdoor Lighting, Fiber Optic Lighting) which will give you a perfect gist of how Jaquar has metamorphosed bathrooms from dull and drab spaces into sparkling convenience and luxury zones.
 Brief us about your after sales service model? 
Leaders in customer service through unmatched service standards, Jaquar believes that a repeat customer does not happen by accident. A repeat customer is the result of a relationship you have built through excellent customer service. The customer centric services that are offered by Jaquar include:-
  • 10 year warranty only on faucets.
  • Issuance of warranty certificates in this category
  • Free installation guidance
  • Assured availability of spare parts
  • On site plumbing guidance for projects
  • Service Camps
  • Preventive maintenance contracts
  • Customer care helpline
A customer has to call on our helpline number or email us in order to connect with our technical experts.
What is your marketing strategy? 
We delight customer through superior products, value pricing and unmatched service standards is Jaquar Marketing Mantra.
Jaquar 360 degree communication and consultative sales approach makes its marketing strategy the most robust and its leadership in this category is vindicates this point. Large numbers of orientation centre across the country to assist and educate customers, architects and builders about benefits of our products helps retain our position as the most innovator and value creator for our customer.

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