With focus on luxury brand Luxe, CERA eyes high-end bathroom products

CERA Sanitaryware is betting big on the premium segment with its luxury brand, CERA Luxe, riding on the growing consumer preference for high-end bathroom products across India.

Despite intense competition from international and new entry brands, CERA has retained its position among the top three sanitaryware players in the country, registering double-digit growth. The company expects to sustain the momentum in the current financial year as well, said Sandeep Abraham, President – Sales & Growth Strategy, CERA Sanitaryware Ltd.

Sandeep Abraham, who was in Kochi for the Hindu Home Expo at Lulu Mall, told businessline that the company expects CERA Luxe to emerge as a key growth driver. The premium brand generated revenue of ₹40 crore last year, and the company is targeting to double the figure this year.

“The shift towards premiumisation is visible across the consumer landscape, and CERA Luxe is well-positioned to capitalise on this trend,” he said.

Consumers, according to Abraham, are now allocating nearly 40 per cent of their home budgets to bathrooms, both in new constructions and renovation projects. The Covid pandemic has accelerated demand for hygiene-focused products such as smart toilets, touch-free fittings and bidet seat covers, resulting in a significant transformation in bathroom design and spending.

Besides its luxury offerings, CERA continues to strengthen its presence in the mass mid-premium segment offering integrated bathroom solutions, including sanitaryware, faucets, wellness products, vanities and tiles under both its flagship brand Cera and Cera Luxe brands.

The organised sanitaryware and faucet market in India is estimated at around ₹25,000 crore. CERA registered a turnover of approx ₹2,050 crore in the previous financial year and is targeting 15 per cent revenue growth this year, he said.

The company is also expanding its Brand Store Cera Style Gallery by adding another 100 store this year. It is also strengthening partnerships with architects and builders and has already secured confirmed project orders for ₹1,500 crore.

On the Kerala business, he said the State remains one of CERA’s strongest markets, where the company enjoys a dominant position in an estimated ₹1,000-crore sanitaryware market and continues to grow in double digit in the first three months of current financial year.