LIXIL Asia Pacific, a division of Japanese maker of water and housing products LIXIL,  has said it aims to capture 15-20% share of the sanitaryware market India .

Across its businesses and brands, LIXIL is focusing premium fittings segment in India and on giving consumers end- to-end solutions and transforming their home experience, the company said. It opened the first ceramicware facility in India at Bhimadole in Andhra Pradesh . With a strong focus on consolidating its business in India and its support to national priorities, LIXIL recently invested  Rs 400 crore in its 45-acre state of the art ceramic ware facility - LIXIL India Sanitarywares Pvt. Ltd., in Andhra Pradesh. This facility will not only enhance LIXIL’s support to the Government’s ‘Make in India’ initiative but also generate employment opportunities for more than 400 individuals in the state.

LIXIL, which has major brands such as GROHE, American Standard and INAX in its Water Technology portfolio, has plans to leverage its multi-category, multi-brand strength to offer the best Japanese technology to the discerning Indian consumers. With design and technology at the core, LIXIL plans to offer differentiated products to fulfil the lifestyle aspirations of its consumers in India.

Kenji Hiramatsu, Ambassador of Japan to India said, “Last September, the Japan-India relationship entered a new era: the bilateral relations have never been as strong as today. I believe that enterprises and private companies synchronize well with government efforts, and I'd like to congratulate LIXIL in its endeavor to contribute to the Indian Government's growth visions. The launch of Project Nadee and inauguration of its first ceramicware facility in India at Bhimadole in Andhra Pradesh  is a strong reflection of LIXIL's commitment to the country and the communities it operates in. This is truly an exciting time for LIXIL - an iconic company in Japan - in India, and I am excited by the opportunities the market presents for growth and socio-economic impact."

Commenting on the India opportunity, Kinya Seto, President and CEO, LIXIL Group Corporation, said, “India is a priority market for LIXIL and presents tremendous opportunities for our growth. Our combined strengths of Japanese heritage, world-leading technology and consumer centricity, position us well to succeed in the Indian market. We will continue to invest strategically in our business here to offer pioneering water and housing products that solve every day, real-life challenges.”

Bijoy Mohan, CEO, LIXIL Asia Pacific, said, “LIXIL’s Asia Pacific business is a fast growing one; and India is a key market for us. We have a clear strategy to strengthen LIXIL’s business here. We are leveraging our experience in Japan with respect to delivering end to end solutions for the consumer and to transform the industry through our multi-brand, multi category strength that combines technologies and solutions from Japan, Germany and the US, which no other player offers in India currently. The Rs. 400 crore investment in our sanitary ware plant, the launch of our sash business, our focus on addressing the sanitation challenge through SATO – our innovative toilet solution for the underserved and now launching Project Nadee are all testaments to our commitment to India and its tremendous growth potential.”

LIXIL has also set up a new entity India- LIXIL Windows System (LWS) for its windows business. LWS plans to offer a full bundle of solutions to every segment (retail and project) of the market. This hybrid platform ensures consistency and reliability of quality far ahead of the existing industry standards.