Klo, in September 2016 was a brand ready to transform into a brand with a timeless identity and high brand equity that leverages the 25+ years of experience in the building material industry, into a substantial and valuable proposition and position in the Indian Sanitaryware Market.
The first steps to attain and justify that position, was to observe the Indian sanitaryware market, analyse the behaviour and practices of competitive brands, apply consumer behaviour knowledge, understand the target audience needs, wants and desires, and strike a strong product mix with perfect pricing and eventually bring it altogether by understanding and integrating the value, importance and power of real and effective brand building. All of this to be different, to break through the clutter of an over-communicated society, cause afterall nowadays the real competition doesn’t even come from direct or even indirect competitors, but from the extreme of the marketplace.
Emerging as one of the top sanitary ware manufacturing hubs, India, is flocked by over 5000 sanitary ware brands – both Indian and overseas, organised and unorganised. The Indian sanitary ware market is projected to grow at a CAGR of around 45% until and through 2018. With the Swach Bharat Abhiyan and the constantly growing hospitality & housing sectors, various brands and its bathrooms have found its way into the demand-supply scenario. Premium, innovative, stylish, modern, green, attractive, creative, bold, luxury, durable, timeless, and more – the average Indian consumer is exposed to a variety of brands through various levels of supply chains and is spoilt for choice. As for the conscious urban buyer, purchasing powers are increasing and so is awareness and selectivity towards what they buy. Any brand entering this saturated market may only be lost in the exemplary offerings of this industry.
We perceived this clutter and oversaturation as a ray of opportunities. The expertise and sustenance of the 5000+ sanitary ware brands are the guiding light for Klo – inspired by Germany, driven by the Indian consumer and nurtured by the Indian market. Klo’s Gërman Inspired Bathrooms were also premium, innovative, modern, green, attractive, creative, bold, luxurious, durable, timeless, and more. But with a thought-led research, we discovered a missing basic need in this sanitary ware industry, that being praktische bathrooms.
Brand building never ceases, a continuous sustained process is what keeps it strong. With Klo slowly and steadily growing into the shoes of a brand rather than just a company. No numbers can effectively summarise the result of a good brand or good brand building, it’s only a Happily Ever After that can reinstate a brand’s success story.
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