Market

It is pretty much foregone that the

market for bathrooms has always
been there. What has changed is the
perspective. It's no longer a purely
functional space but a place where
people think, recharge themselves,
unwind and even find a refuge from
the daily grind of life. In other
words, with such importance being
conferred upon this area, bathrooms
are being increasingly called upon to
reflect the tastes of their occupiers.
This change in mindset has
spawned a whole new genre of
bathrooms that now marry
convenience, functionality, luxury,
technology, colour and shape into a
magical world. Builders and home
owners alike are now realising that a
bathroom with a built-in wow factor, enhances
not only the desirability but also the value of
a property.
As a leader in bathroom fittings, Jaquar had a
ringside view of the changing market. It was also,
therefore, the first company to respond to the
developing needs with an extensive product
portfolio comprising not just bathroom fittings
and accessories but also an entire range of
lighting solutions as well.
Achievements
Jaquar has been a key player in transforming the
bath-fittings industry, from merely utilitarian to
the inspirational. The company has been able to
achieve this by metamorphosing bathrooms
from dull and drab spaces into sparkling
facilities.
In the process, the brand has set several new
benchmarks. With constant innovation, up
gradation and a series of launches of new
sanitary ware collections, Jaquar has evolved
from the number one bath fittings brand to the
only brand that provides complete bathing
solutions.
With the introduction of co-ordinated range
of sanitary ware and faucets, Jaquar has once
again stolen a march over competitors. This
range has added a new dimension to bath
dcor and put in an even greater distance
between itself and other manufacturers. But it
isn't just colours, shapes and designs that make
Jaquar an influential brand. Over the years, the
company has kept an ear to the ground and
learnt of special customer needs. To bridge the
gap between what consumers want and what
the industry provides, Jaquar has
evolved a ten-year, no-questions
asked warranty, after-sales-service
that is available at the client's
door step and even a preventive
maintenance contract that could
keep Jaquar-manufactured fittings
and accessories looking good
and new.
Another industry first is Jaquar
Orientation Centres. These are
marketing innovations that allow
buyers to understand the product
they are buying, educate them on
its usage and provide a plethora
of ideas and solutions for
bathrooms and interiors. As the
largest exporter of bathroom
fittings from India, Jaquar products
also come with
a BS EN 200
Certification
the final,
international
stamp of
quality.
The brand,
today, is
acknowledged
to be the
undisputed
market
leader and a
complete
bathroom
solutions provider, with a commanding presence
across the country.
Jaquar rewrote the rules and reincarnated the
bath-fittings industry in India by creating
products that were inspired by aesthetics and
delivered reliability and quality. Its dominance
and growth can be gauged from the fact that in
the last three years the company has doubled
its turnover.
History
Jaquar was established in 1986, by the late
N L Mehra who ventured into manufacturing
bath-fittings in 1960 under the brand name
Essco. Thanks to his emphasis on quality and
design development, the brand soon became a
major player in the industry and acquired a fine
reputation for transparency.
The success of Essco revealed the huge
unfulfilled demand for world-class bath-fittings in
India. This singular fact led to the birth of Jaquar.
In quick succession, Jaquar introduced a range
of products with quality and looks as their
defining features. This had a revolutionary effect
on the industry and changed, forever, the rules
by which this business was run.
As it continued to forge new ground, Jaquar
entered into strategic marketing tie-ups with a
number of global companies. These included
AO Smith from the US for water heaters; Glass
Idromassaggio from Italy for whirlpool and
shower units; Aquis, a pioneer in sensor
technology; Breuer of Germany, manufacturers
of a top-of-the-line range of shower enclosures;
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Docol from Brazil for water-saving taps and
flushes and SIAMP from Monaco for concealed
cisterns.
Effectively, Jaquar now operates in six distinct
product verticals: faucets, high-end bath, shower
and wellness systems, sanitary ware, water
heaters, concealed cisterns and decorative
lighting.
Expansion into the home improvement
segment has been just one of the reasons for
Jaquar's success. The company owes much to its
high standards of quality and innovation, driven
by its research and development effort.
Jaquar operates state-of-the-art
manufacturing facilities in Bhiwadi, Rajasthan.
These plants constitute one of the largest,
single-unit facilities in Asia comprising three ultra
modern manufacturing units spread across
103,000 square metres and with the capacity to
manufacture 40,000 faucets per day.
Product
The range of products and permutation of
finishes offered by Jaquar remain unmatched by
any other manufacturer in India. The product
portfolio comprises one of the most
comprehensive collections of aesthetically-
designed, hi-performing faucets, mixers,
thermostatic mixers, showers, water heaters,
sanitary ware, concealed cisterns, shower
enclosures, complete wellness products and
lighting products which include a dazzling range
of indoor and out door lighting systems.
With a conscious effort to contribute to the
environment, almost all Jaquar products conform
to green-building norms. The Jaquar sensor tap
or the 'intelligent tap' as it is widely called is
manufactured with the world's foremost sensor
technology from Aquis. These taps sense
movement near the
spout and automatically
regulate the flow of
water, dispensing a pre-
determined quantity. In
public places such as
hotels, hospitals, airports
and theatres, where
conservation is
essential, these taps
have found instant
markets.
The company's
thermostatic diverters
provide water flow at a
uniform temperature
set to individual
specifications. This
technology is currently
in use in hotels and has
the potential to find
immediate benefit in
homes to ensure that
children are protected
from a sudden spurt of
hot water.
Jaquar bath-fittings
come in more than
sixteen ranges
encompassing
everything from the
economy to the
high-end Artize
range. Artize, the
latest offering from
Jaquar is like a work
of art. The shapes
and designs are
exclusive and
proprietary to
the company. The
parallel the company
draws is that just
as art always
remains in
vogue so also will the Artize collection.
Each one of these products is manufactured
on fully
automatic and
semi-automatic,
high-speed, high-
precision
machines using
advanced silica
core technology.
This guarantees
an unblemished,
defect-free
product. Not
satisfied with this
assurance, Jaquar
reconfirms the
quality at its in-
house testing
laboratory
equipped with
pneumatic testing
and endurance
testing machines.
Recent
Developments
In order to
establish itself as
a complete
bathing solutions
provider, Jaquar
has launched its
new sanitary ware collection perfectly
complimenting its faucets and providing
the ultimate contrast in co-ordinated
bathroom dcor.
It has split the range in two categories: Artize
and Jaquar. The Artize Collection includes
Kavalier, Leblanc,
Xquisite, Signac,
Celini, Angelo, Leon,
Travina and
Artize+. The Jaquar
range comprises
Florentine, Solo,
Fonte, Aria, Lyric,
Opal, Vignette,
Fusion and Kubix.
The sanitary
ware collection
made up of basins,
water closets
and bidets is
synchronised with
the faucet and
bathroom
accessories. The
shapes and
contours merge
seamlessly, creating
a bathroom like
none other. It is
one of the
largest selections
of top-end
sanitary ware.
Promotion
The promotional campaigns for Jaquar have
evolved with the company and have stressed
reliability even as they have highlighted design
sophistication.
Jaquar has followed a multi-faceted
promotion strategy that combines above-the-
line promotion with trade-related orientation
activities. Jaquar Orientation Centres have been
set up not just to display futuristic products, but
to also provide guidance, education and trends
to both customers and retailers.
The company believes that no initiative can
be complete unless everyone involved is carried
forward. This explains why Jaquar pays particular
emphasis to training technicians and explaining
to architects correct installation techniques and
maintenance skills.
Brand
Values
Jaquar, the
brand, was
built on the
platform of
quality and
aesthetics, with
the intent of
providing
Indians world-
class products.
The fact that it
has succeeded
in great
measure is
beyond doubt.
What remains
to be seen is
how it will
leverage its
equity to reach
other areas of
the home that
need the
Jaquar touch.
For the
moment,
however, it
is watching
markets
evolve and planning other initiatives that will
keep it firmly entrenched in its core area of
competency the bathroom the place where
people increasingly unwind.
www.jaquar.com
69 BUSINESS SUPERBRANDS
The name Jaquar is derived from Jai Kaur the
name of the grandmother of the company's
founding director
Jaquar adds more than 2000 new customers
every day
Jaquar has launched a new sanitary ware
collection which perfectly compliments its
faucets
The latest offering from Jaquar is an impeccable
range of shower systems
The 22 Jaquar Orientation Centres don't sell
anything; they simply serve as guidance and
education hubs for customers, architects and
interior designers
The company has the distinction of having
sales-and-service outlets even in far-reach areas
like the Andaman & Nicobar Islands and Leh
The prices of Jaquar products are uniform
throughout the country
Things you didnt know about
Jaquar
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