Consumer Superbrands- 2nd edition(Main) 1/15/07 7:24 PM Page 98

products that Rs. 354 crore (US$ 78.7 million) in 2005/06 and
harmonise high is experiencing annual sales growth of 40%.
functionality None of Jaquar’s competitors in the organised
with modern sector show comparable figures and all its
aesthetics. This other performance indicators record figures that
success for are well over those for the rest of the bath-
Jaquar has fittings industry in India.
been achieved Jaquar is also the largest exporter of
through a well- bathroom fitting products in the country. The
informed company has six manufacturing units, one R&D
awareness of centre and one stockyard that uses cutting edge
international inventory management practices.
trends, high
quality History
manufacturing Jaquar was established in 1984, by its founder,
that is fed by N L Mehra. Mr. Mehra was initially a cloth trader
R&D-driven who diversified to bath-fittings manufacturing in
perfection 1960 under the brand name Essco. The latter
and a very enterprise became identified in the industry for
vigorous his emphasis on quality, design and aesthetics; at
retailing a time when other bath-fittings manufacturers
network. considered these only incidental, Mr. Mehra’s
Indeed, Jaquar insistence on them was like a breath of fresh air.
pioneered At Essco, he realised the scope and potential
the practices of a home grown brand with global standards of
Market of exclusive showrooms, product warranties quality and styling.
Over the past two decades, bathrooms in and service back-up in the Indian bath-fittings He wanted a company that would also meet
many Indian homes have undergone a huge market. the requirements and aspirations of successive
metamorphosis. They have changed from dull The Jaquar brand is today acknowledged generations of Indian consumers, who were
spaces with drab fixtures to modern day utilities to be the undisputed leader with the most more aware of international trends and designs.
that often make lifestyle statements. The comprehensive range of product offerings. To use this opportunity, Mr. Mehra created the
changeover towards bath-fittings combining It has the largest sales network with 21 Jaquar brand. It changed the rules of the game
world-class functionality with high aesthetics in regional centres, 27 area representatives, over for the bath-fittings market in a way that has left
the bathrooms of upwardly mobile Indians is to 1600 local dealers complemented by over 100 an imprint on this industry for all time to come.
a very great extent the creation of the Jaquar service technicians. By its own estimates, Jaquar
brand. In this role, Jaquar has revolutionised the commands a market share of 45%-50% in the Product
designs and utility patterns of bath-fittings in organised sector. It has achieved a turnover of The product portfolio of Jaquar spans the
India. Even until the advent of the 1990s, the entire range of fittings that are used in modern
Rs. 800 crore (US$ 177.7 million) bath- bathrooms. Its key products include taps,
fittings market in India was dominated by showers, spouts, flush-valves, single-lever mixers,
small manufacturers who had a blinkered wall/basin/bidet/sink mixers, diverters and much
focus on very basic, almost uniform, more. Jaquar also manufactures high quality
functionality in their products and chandeliers, corresponding wall brackets
eschewed everything by way of and ceiling and decorative lights for homes
distinguishing quality and aesthetic features. and offices.
The structure and key traits of the bath- The core of its reputation was built through
fittings market began to change about two the styling and utility of its bathroom fittings.
decades ago with rising disposable incomes In this sector, the range of products and
for large numbers of Indian families and permutation of finishes offered by Jaquar is
their exposure – through diverse unmatched by any other manufacturer in India.
opportunities and situations – to The Stealth Collection was the first bath-fittings
international quality bathrooms. During the range in India that came as a complete set
past fifteen years, a rapidly increasing of coordinated fittings, with all the
number of Indians have come to expect accessories and allied items developed
the very highest standards for bathrooms in a continuous design philosophy and
and washrooms, when acquiring homes in matching finishes. The Queen’s
and offices. Collection evokes nostalgia and
This situation has led to the emergence grandeur of the Victorian elegance
of more organised players, with large through its craftsmanship and delicate
manufacturing capacities. These companies finish. This collection also introduced, for
have wrested almost 50% of the overall the first time in India, the ceramic disc
market from the unorganised sector. Jaquar cartridge which helped enhance product
has played a pioneering and lead role in durability and increase the flow of water. Other
this transformation. best selling products from Jaquar include the
Continental and Clarion ranges and the Hotelier
Achievements series, catering to the more niche market, which
Jaquar has scripted the rules of the includes products such as soap dishes, toilet
modern bath-fittings industry in India. It holders, grab bars, towel racks etc.
is the first company in India to create The latest addition to the Jaquar range is

98 SUPERBRANDS