India bath fittings market: Sloan acquires controlling stake in Essel Bath Fittings

Sloan, a plumbing systems maker based in Illinois, has bought a controlling stake in India’s Essel Bath Fittings. The companies did not share financial terms. Sloan said the investment supports its India plan. The deal also expands Sloan’s local manufacturing base. Sloan described India as an important contributor to global growth.

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Sloan’s India Managing Director, Anil Sawhney, said the tie-up targets growing demand for bath fittings. Sawhney linked this demand to urbanisation and new housing. Sawhney said Essel’s factories and distribution reach will support expansion. The focus includes premium and mid-segment products. Sawhney called the relationship a complementary partnership.

Sloan Essel Bath Fittings deal targets India bath fittings market growth

Industry experts said the combined business could reach about 10 per cent market share. This estimate covered the next five years. Experts also projected the Indian bath fittings market to grow by 7–10 per cent. Sawhney said Sloan plans to serve two demand drivers. The plan covers premium buyers and aspirational households.

He said Sloan does not see India only as a trading base. He said the company wants to increase manufacturing and exports from India. "We are actually looking at India as making it a manufacturing hub. So, we want to make products in India and sell them in India and outside the world as well,\" he said. He added that retail reach should improve.

Sloan Essel Bath Fittings partnership keeps brand strategy for India bath fittings market

Under the transaction, Essel Bath Fittings will keep operating with its existing brand. Sloan will continue as a premium brand. Sloan will focus on high-end institutional, commercial and residential use. Sawhney said the fittings sector is shifting toward organised brands. He linked the change to India’s expanding middle class.

Sawhney said Sloan expects technology, innovation and design inputs to move into India through Essel. \"We are looking at making it a make in India story for Sloan and Essel both. This partnership gives us access to a large manufacturing facility in Derabassi, Punjab, where we would be expanding our portfolio, and Essel gets the expertise of Sloan to really take the business forward. We certainly see this, both the companies growing multifold in times to come,\" he added.

Sloan Essel Bath Fittings export plans add to India bath fittings market ambitions

Sawhney said exports already form 20 per cent of Sloan India’s business. These shipments go to the Middle East, Vietnam, and Malaysia. \"We are also now eyeing Australia and New Zealand as well.\" Sawhney also said Essel sells in Nepal, Bhutan and Bangladesh. The companies expect wider channel access and more regions covered.

Sawhney shared growth expectations for both businesses over the next few years. \"In terms of Sloan India, we certainly look at our revenue going 5 to 6, 7 times in the next 5 to 7 years. As we said, we have been substantially growing in the Indian market at around 50 per cent annually, in the last 4 to 5 years,\" he said. He also said Essel may grow 2–3 times in 5–8 years.

On domestic demand, Sawhney said the affluent population is about 80 million people. Sawhney said this group could reach 160 million within five years. He said similar growth is occurring across the middle and emerging middle classes. Sawhney said buyers now value quality more than price. Sawhney said the partnership aims to address that shift.

With inputs from PTI