Excelsior Correspondent
JAMMU, Oct 26: HSIL Limited–a reputable sanitary ware company with a rich legacy of 55 years launched its new product range of water heaters here today. The company entered into a strategic alliance with Groupe Atlantic of French origin, specialist thermal comfort solution provider, to introduce an exquisite range of ‘Water Heaters’ in the India market.
Co-branded as ‘Hindware-Atlantic’, the entry into this category is a culmination of close to 3 years of extensive consumer and trade work done by a cross functional team of HSIL and Groupe Atlantic to understand the Indian market and consumer needs. Increase in number of nuclear families, rising disposable income, multiple units in a single home and the surge of new dwellings will be the key growth drivers for this category and holds tremendous potential for right product offering.
Ranging from 1 liter capacity to 100 liter capacity, ‘Hindware-Atlantic’ water heaters will offer a wide variety of choice to consumers in terms of technology and design offering.
Speaking at the launch, Rakesh Kaul, President and Chief, Consumer Business, HSIL Limited, said, “We are excited to bring to the Indian market a new product category, water-heaters. Groupe Atlantic of France is a specialist in thermal comfort technology and brand ‘Atlantic’ holds the top position in France and among top five brands across Europe”.
Kaul expressed optimism for J&K market, he said “For Hindware J&K is one of the important markets and we plan to target 5 to 6 per cent value market share in first year of operation.
“We will make substantial brand investments in J&K to support our distribution and brand building initiatives. We have lined up an aggressive print, digital and market activation campaign and already appointed distributor partner in Jammu, Srinagar and other important cities of J&K”, he added.
With a brand led strategy and aggressive plans to set and expand distribution network, the products will be available across key retails outlets of Electrical, CDIT and Organized retail. A robust integrated marketing and communication campaign titled ‘Switch on Joy’ will break from mid-October in print and digital medium with aggressive on-ground market activation support across India. This will see ‘Hindware-Atlantic’ enhance its visibility and awareness.
Follow our WhatsApp channel