AgTalk | Business needs sincerity and commitment: Jaquar's Rajesh Mehra

In the recent past, numerous industries are talking about transforming the unorganized sectors to the organized ones. But one company that in a large way silently pioneered this concept is Jaquar. Jaquar, was conceived way back in 1966 and has emerged not just as a market leader in the bath fittings category in India, but has also evolved as a Complete Bathing & Lighting Solutions provider.

In an exclusive conversation with Adgully, Rajesh Mehra, MD, Jaquar tells the readers more about the bathroom fittings and solutions industry, its success path and much more.

Rajesh Mehra has been the Director and Promoter of Jaquar since 1978. From the beginning his elementary mission has been of giving India the highest quality bath fittings in the premium, luxury and economical sectors. He has played a crucial role in changing needs and preferences in the bath fitting sector by using innovation and technology. Apart from bath fitting industry, Jaquar has also entered into concept lighting business in the year 2001.

Adgully (AG): Firstly, tell us a little bit about the current offerings at Jaquar.

Rajesh Mehra (RM): Jaquar today offers a complete bathroom solution, right from faucet to sentry wear, to wellness products to glass interiors to water heaters and lightings for the bathroom. Thus it's a complete bathroom solution which is coming from one source.

AG: What shall be the market size of the industry in India?

RM: The size of the industry, faucet, sanitary all put together is estimated to be around 4000 corers. Jaquar today holds around almost 50 % of the market share in the complete bathroom solution domain. Whereas, in the bathroom fitting segment like forests, Jaquar has almost about 60 % share.

AG: Why did you feel the need to re-position the company at this point of time?

RM: Jaquar has been in the market for about 25 years now. And with time, one has to come up with new image and image. The brand which was launched in the year 1986, has to look youthful, constantly, it has to be able to relate to the present generation of consumers. That is where we thought that it's high time we come up with a new identity for the brand and give it a youthful look to be able to revive the freshness of the brand for another 25 years.

AG: What went into giving the brand a lift?

RM: One can see that the brand has been repositioned completely. Even the corporate identity of the brand has been re-worked and that has been really appreciated by the customers who have related very well to the re ' positioned brand. Even the marketing and promotions have gone for a complete change. We have our own in-house team and the Cresenct advertising which has been our agency for a really long time.

AG: What has been the media mix like, for this entire campaign?

RM: We have tried to cover most possible streams in the media, so as to cover the widest possible spectrum of consumers. So be it print, electronic, other communication methods or the digital and social media space, which have been becoming key drivers, we are availing all options of the media.

RM: All I would say is that all your business needs is sincerity and commitment and note that there are no short cuts and no compromises. So one has to absolutely honest with the approach and if one gets out the right products, with the right value for money for the consumers and the right package of services, the customers will certainly appreciate and patronize you for sure. | By Ankita Tanna [ankita(at)adgully.com]