Asian Granito forays into Sanitaryware

Sanitaryware industry in India is estimated at around INR 4,500 crore and growing at around 10-12% annually.

Asian Granito India Limited (AGIL), one of India’s leading tiles companie,s has ventured into Sanitaryware. The company is entering the Sanitaryware segment with 160 SKUs in products including Wash Basins, Water Closets (WC), Urinals, etc. Commercial Launch of ‘AGL Sanitaryware’ is expected by June 2019 across India.

Launching a mix of mid and mid premium segment, AGL will be investing around INR 8 crores for the expansion of the Sanitaryware business and expect the segment to contribute around INR 80-100 crore in the next 4-5 years.


  • Enters Sanitaryware segment with ‘Outsourcing Model’; To set up own manufacturing facilities in the second phase
  • Investing around Rs. 8 crores in the Sanitary expansion; To launch around 160 SKUs which will be expanded gradually
  • Targeting turnover of Rs. 80-100 crore business from the sanitaryware segment over next 4-5 years
  • Sanitaryware industry in India is estimated at around Rs. 4,500 crore

Kamlesh Patel, CMD, Asian Granito India Ltd said, “Expansion in the Sanitaryware is in line with company’s growth strategy to focus on Asset light and Capital light business model, becoming a strong retail brand in the domestic as well as exports market and achieve a leadership position in key business segments. In line with our strategy, we are venturing in the Sanitaryware with ‘Outsourcing Model’ – Sourcing from domestic markets as well as import from Europe and China in the first phase. Company will be setting up its own manufacturing facilities in the coming time. Asian Granito is committed to become a leading ‘Complete Bathroom Solutions’ brand and is also planning to enter in the faucets in near future.”

Asian Granito India will look to leverage its existing tiles marketing and distribution network for the Sanitaryware. Company has over 6,000 touch points with dealer & sub-dealer network; 291 exclusive AGL Tiles showrooms and 13 Company-owned Display Centres across India. Solely for the Sanitaryware vertical, company is in the process of appointing 30 exclusive distributors, 100 dealers and around 200-250 sub-dealers.

Mukesh Patel, Managing Director, Asian Granito India Ltd said, “Asian Granito India Ltd today is ranked amongst top 3 listed ceramic tiles companies in India and we would aim for a similar scale in the sanitaryware business in coming years. We are entering sanitaryware with 160 SKUs in Wash Basins, Water Closets (WC), Urinals, etc and expand the product range gradually. AGL Sanitaryware will launch commercial operations in June 2019 Pan India. We estimate the sanitaryware segment to contribute around Rs. 80-100 crore revenue over next 4-5 years.”

Sanitaryware industry in India is estimated at around Rs. 4,500 crores and growing at around 10-12% annually. Morbi cluster in Gujarat accounts for about 65-70% of India’s tiles and sanitary ware products in volume terms, with more than 800 factories in the region. 60% of the industry is organised while 40% with unorganised players.

Asian Granito India has over 1400 design across segments and offers a wide rand of products including ceramic floor, digital wall, vitrified, parking, porcelain, glazed vitrified, outdoor, natural marble, composite marble & Quartz amongst others.