Prince Pipes acquires renowned Bathware brand Aquel

Total cost of acquisition is Rs. 55 Crores, funded through internal accruals.

• Prince Pipes’ strategic intent to unlock greater value in Bathware segment
• Leverage the iconic Aquel brand
• Creating distribution channels across major markets in India - Network and platform for market penetration
• Aquel enjoys a high brand equity with key stakeholders like architects, builders and interior designers and homeowners
• Focus on faster expansion and to carve out a solid brand identity

Commenting on the development,  Nihar Chheda, VP Strategy, Prince Pipes, said, “We are excited to have the acclaimed Aquel brand as a part of Bathware portfolio and our products henceforth will be branded and retailed under the brand- ‘Aquel by Prince’. The transaction is a strategic and financial fit that will bring significant synergies and market opportunities across. It will catapult the performance of the Bathware segment giving us direct access to an iconic brand along with state-of-the-art facility and creating a larger distribution channel in major markets across India. 

 

Aquel has a legacy brand equity with homeowners, interior designers, architects and builders across India. Their technically advanced plant supported by modern manufacturing processes and robust quality control infrastructure, coupled with the operational strength of Prince, make this opportunity exciting as we look to scale our Bathware portfolio. In the high growth Indian Bathware market, Aquel provides a strong platform which is highly complementary to Prince’s growth plans.”