‘CERA stands for style and innovation’
Atul Sanghvi, Executive Director, CERA Sanitaryware Limited, talks about his brand, its USP and their future plans
What are the latest products offered by your brand?
CERA has launched a unique collection of thin rim basins and rimfree WCs.
The thin rim basins give larger bowl area for the same size, in addition to being aesthetically more appealing. The rimfree WCs are more hygienic because it eliminates the abode of bacteria. These innovations are through CERA’s own R&D, based on consumer insights.
What are the market trends for 2016?
More technological innovations, like handfree toilets, likely to be launched in 2016. More innovations and energy and water saving products would emerge.
What is the USP of your company?
CERA stands for style and innovation. Also CERA is a ‘made in India’ and ‘made for India’ brand and therefore delivers true value for Indians.
What is the target audience for your products?
Anyone who buys a home or anyone who renovates a bathroom is our primary target audience. Secondary target audience is influencers like architects, designers, consultants, trade, etc.
What are your future plans?
CERA will continue to pursue its innovative approach and aggressive marketing activities and will be known for its high growth rate and leadership in the segment.