HR Johnson rebrands bath fittings sanitaryware business

Chennai: H&R Johnson (India), India’s biggest tile, bath & kitchen company by capacity, revenue & market-share, has rebranded its bath-fittings & sanitaryware business as Johnson Bathrooms. This rebranding is part of the company’s efforts to ramp-up the Johnson Bathrooms Business by investing in capacities as well as market reach.

The rebranding to Johnson Bathroom reflects a definitive shift of H&R Johnson (India) from product marketing to solutions marketing with emphasis on product innovation & after-sales service, a key deliverable towards achieving customer delight. The “solutions marketing” emphasis will form a key thrust area to further boost revenue growth for Johnson Bathrooms division.

Commenting on the refreshed brand identity of its bathroom products business vertical to Johnson Bathrooms the Chief Marketing Officer of H&R Johnson (India) R Kurup said, “The rebranding of the bath product business to Johnson Bathrooms is an effort to create a strategic refresh of the business vertical as we seek to scale-up Johnson Bathrooms business through investments in capacity building, enhancing market reach, focus on introducing new innovative products and provide greater impetus to solutions marketing over mere product marketing. As part of this process, we have set-up a pan-India Solutions Marketing Service team.”

The company has put in place a pan-India service infrastructure team to service the customers’ post purchase requirements. The pan-India service team & infrastructure will aim to create a better customer experience with tangible results delivered though servicing modules.

The company has invested nearly Rs 40 crores in ramping up manufacturing capacities. Johnson Bathroom’s overall capacity to manufacture bathroom products & accessories has crossed 1.5 million pieces per annum with the setting up of its second unit in Jammu. H&R Johnson (India) has also doubled its manufacturing capacity at its Baddi unit in Himachal Pradesh.

Further elaborating on the new brand identity for Johnson Bathroom, Mr Kurup avers, “The new brand identity Johnson Bathrooms rides on the strong market equity & service commitment of Johnson brand. The identity mark is designed using Black & Red visuals to signify vibrancy while being coherent to the flagship brand’s identity.”

During the last fiscal, this business vertical contributed Rs 103 crores to H&R Johnson revenues of Rs 1729 crores. The company will support this rebranding exercise with a 360 degree marketing campaign. The company is enhancing its current product mix to offer customers a multi-layered and wide variety of bathroom products across every price-point. The company plans to roll-out super-premium wellness offerings sourced from high-end international manufacturers by August-end 2012.

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