Spanish sanitaryware maker Roca is targeting to capture 30% market share for cPVC (chlorinated polyvinyl chloride) pipes in Tamil Nadu, said a top official.
“We introduced the Parryware cPVC pipes for household plumbing pipe offerings in Madurai and Thoothukudi areas during December 2018,” said K.E. Ranganathan, MD, Roca Bathroom Products.
“Initially, the response was poor as we had offered only four stock-keeping units (SKUs) as part of bathroom solutions. Based on the feedback, we doubled the number of SKUs and the sales picked up. Today, we have orders booked for the full year,” Mr. Ranganathan said.
Garners 10% share
In the last four months, Roca garnered 10% market share in Madurai. This was followed by introducing the product in Tiruchirapalli and Coimbatore. On Friday, Roca launched cPVC pipes in Chennai.
Asserting that Roca was a late entrant into Tamil Nadu’s ₹200-crore market for such products, he said that there were about seven to eight organised players in Tamil Nadu. and Parryware But Roca entered the market with a product, under the Parryware brand, that was durable and reliable.
“Chennai market accounts for ₹150 crore. We aim to garner 30% of it (about ₹50 crore) in two years. This will be followed by entry into other southern States and rolling it out nationally,” he said.
On investments, he said since manufacturing was outsourced, the investment was not significant.
During 2018, Roca clocked a revenue of ₹1,100 crore and this year, it hopes to touch ₹1,300 crore.
“We have been growing at 20% year-on-year. Going by the growth rate, we might clock ₹650 crore in the first six months of the current calendar year,” Mr. Ranganathan said.
Roca also announced the launch of artistically-designed bathroom solutions called Artitude under the Parryware brand.