Responses by Abhijeet Sonar, Head of Marketing, hansgrohe India & Surrounding Countries
- How has hansgrohe positioned itself in the Indian market amidst both luxury and mass-market competition?
Hansgrohe has strategically positioned itself in the premium and luxury segment of the Indian bath and sanitation market by championing innovation, precision German engineering, and sustainable design. In a landscape where mass-market players compete primarily on price, Hansgrohe stands apart by focusing on long-term value, performance, and elevated design.
We recognise that Indian consumers are evolving—they are increasingly design-conscious, quality-driven, and attuned to global standards. Rather than engaging in a race to the bottom, we offer an aspirational experience that seamlessly integrates form, function, and environmental responsibility. Our two globally renowned brands—AXOR, which redefines ultra-luxury through bespoke collaborations with world-class designers, and hansgrohe, which delivers award-winning premium design and smart water solutions—allow us to serve the diverse needs of India’s growing affluent and urban segments.
Every Hansgrohe product is more than a fixture; it’s a carefully crafted experience built around water. We aim to curate lifestyles, not just sell products—ensuring every touchpoint reflects our commitment to excellence, user comfort, and sustainability. This differentiated approach continues to solidify our reputation as a trusted choice among architects, interior designers, and homeowners who value design integrity and performance over short-term cost savings.
- What strategies do you use to balance Hansgrohe’s global identity with the cultural and aesthetic preferences of Indian consumers?
At hansgrohe, our strategy is rooted in adapting without diluting. We remain true to our global identity—built on a legacy of German design excellence, engineering precision, and sustainable innovation—while thoughtfully tailoring our approach to meet the cultural and aesthetic expectations of Indian consumers.
This balance is achieved through localised storytelling, design collaboration, and product adaptability. We craft communication that reflects regional values and lifestyle aspirations, engage with local influencers and thought leaders, and partner with Indian designers and architects to ensure cultural resonance in every offering. Our showrooms and customer experiences are curated to reflect both global sophistication and Indian sensibilities.
We also offer modular design flexibility and customisable options to better suit the spatial and functional dynamics of Indian homes. In a country where the essence of luxury is often linked to timelessness, tradition, and emotional value, we respond with design experiences that celebrate both innovation and cultural pride. This approach enables us to maintain our brand’s global DNA while forging meaningful connections with Indian consumers.
- How do you market hansgrohe’s innovation in water technology and sustainability to an audience that values both luxury and responsibility?
We market sustainability not as a compromise, but as a defining element of modern luxury. At Hansgrohe, we lead with education, experience, and design storytelling to highlight how our cutting-edge water technologies—such as EcoSmart, which reduces water consumption by up to 60%, and CoolStart, which lowers energy usage—seamlessly integrate sustainability with indulgence.
Indian consumers, particularly in premium urban segments, are becoming more conscious of environmental impact. Our strategy focuses on showing, not just telling—through live product demonstrations, immersive showroom experiences, and digital content that articulates the ‘why’ behind the technology. We also conduct expert-led masterclasses and engage with architects, designers, and specifiers who are building the future of responsible living.
Additionally, we collaborate with forward-thinking developers and sustainability-focused projects, embedding Hansgrohe solutions into green-certified buildings and upscale residences. This ecosystem approach helps us position innovation not just as a technical feature, but as a way to elevate everyday experiences while reducing the environmental footprint. In doing so, we align seamlessly with the values of an audience that seeks conscious luxury, where performance, design, and purpose coexist.
- With design and sustainability becoming key drivers in home improvement, how does Hansgrohe stand out in a competitive landscape?
At hansgrohe, we view design and sustainability not as competing priorities but as complementary forces that define the future of home improvement. In a market where brands often focus on one at the expense of the other, we bring them together through a distinctive blend of timeless aesthetics, precision engineering, and environmental responsibility.
Our long-standing collaborations with celebrated designers such as Philippe Starck, Antonio Citterio, and Barber Osgerby have resulted in bathroom solutions that are not only visually iconic but also intuitively functional, enhancing everyday living through thoughtful, human-centric design.
On the sustainability front, we lead with innovations like EcoSmart and CoolStart technologies that enable users to reduce water and energy consumption without compromising performance. Furthering this commitment is our ambitious ECO 2030 initiative—a pledge to convert our entire water-bearing product portfolio across both hansgrohe and AXOR brands to water- and energy-saving technologies by 2030. With this, we aim to reduce water and/or energy use by at least 22% compared to 2020 levels, ensuring that by the end of the decade, all our showers and faucets will be available exclusively with these environmentally responsible features.
Our differentiation extends beyond product design. From immersive retail experiences to collaborations with sustainable developers and presence at leading global design forums, we offer a 360-degree brand experience that reflects what modern, responsible luxury truly means today. Whether it’s for an urban residence or a large-scale hospitality project, Hansgrohe continues to shape the future of bathroom culture, where design excellence and environmental consciousness go hand in hand.
- How has your marketing approach evolved in the past few years, especially with the shift toward digital and experiential platforms?
The last few years have reshaped our marketing philosophy entirely. At Hansgrohe, we’ve moved beyond product-led communication to embrace an experience-driven, emotionally resonant approach that connects more deeply with today’s design-conscious and sustainability-driven audience.
Digital platforms are now at the heart of our brand storytelling. From immersive virtual showrooms to influencer collaborations and social content that educates, inspires, and engages—we’re using technology to bring the Hansgrohe experience closer to every consumer and design professional, no matter where they are. As part of this evolution, we’ve also launched a dedicated Instagram page for the Indian market—@hansgrohe_india—to build deeper cultural relevance and engage with local audiences through regionally resonant design narratives and initiatives.
At the same time, we’ve doubled down on experiential marketing through curated retail environments, design walks, and co-branded events with architects, interior designers, and hospitality leaders. These platforms help us translate the tactile, sensory essence of using Hansgrohe products into memorable brand experiences.
This hybrid strategy—anchored in digital innovation and real-world interaction—allows us to build a more personalised and enduring relationship with our audience, while reinforcing our commitment to premium design, sustainability, and inspiring moments with water.
- What role do architects, interior designers, and real estate developers play in shaping your marketing and outreach strategies?
They are at the very heart of our ecosystem. Architects, interior designers, and real estate developers don’t just influence buying decisions—they define the spaces where Hansgrohe comes to life. For us, they are not an audience but active collaborators in shaping the brand’s presence across homes, hotels, and commercial spaces.
Our marketing and outreach strategies are built around cultivating long-term, trust-based relationships with these professionals. We engage them through curated design walks, co-branded events, technical workshops, and exclusive product previews—platforms that allow for two-way learning, creative exchange, and deeper immersion into the innovation behind our products. Initiatives such as the Teal Club and design collaborations are all designed to empower them with the knowledge and tools they need to confidently specify Hansgrohe solutions in their projects.
In many ways, their endorsement defines our reach and reputation. Their influence often shapes client preferences in the premium bathroom space, making their alignment with our brand mission—especially around sustainability and design excellence—crucial. We see them not just as specifiers but as co-creators in our journey to shape the future of water experiences through intelligent, sustainable, and beautifully designed solutions.
- Can you share a campaign or initiative that you believe truly captured the essence of hansgrohe in India?
One initiative that truly captured the essence of Hansgrohe in India is the Teal Club — our exclusive engagement platform for architects, interior designers, and design professionals. Launched with the vision of fostering a long-term design community, the Teal Club goes beyond traditional marketing to focus on relationships, inspiration, and shared values.
Through curated experiences, immersive product showcases, and design-led conversations, the Teal Club has helped position Hansgrohe not just as a premium brand, but as a true partner to the design fraternity in India. It reflects our commitment to excellence, creativity, and collaboration — values that lie at the heart of Hansgrohe globally.
What sets this initiative apart is its consistency and thoughtfulness. It’s not a one-off event, but an ongoing dialogue that celebrates innovation, craftsmanship, and the emotional impact of water in everyday living. In a market that is evolving rapidly, the Teal Club allows us to stay meaningfully connected to those shaping the future of spaces in India — and that, for us, captures the true spirit of the brand.
- How is hansgrohe tapping into the rising demand for smart homes and digitally enabled bathrooms?
Smart technology is no longer a future-forward concept—it’s fast becoming an essential expectation, especially in the premium and luxury segments. At Hansgrohe, we’re responding to this shift with intelligent bathroom innovations that blend hygiene, comfort, and intuitive functionality with timeless design.
Products like the LavaPura Element S e-Toilets reflect this commitment, offering customisable cleansing functions, intelligent controls, and sleek integration into contemporary spaces. Complementing these innovations is our PowderRain technology, a standout feature in many of our showers. Designed to deliver ultra-fine micro-droplets, PowderRain offers a gentle yet immersive experience that reduces splash while enhancing relaxation and water efficiency, perfectly aligning with the wellness-driven expectations of today’s smart home consumers.
In India, we are actively driving awareness and adoption through digital demos, immersive showroom integrations, and training programs for architects, designers, and dealers. These initiatives ensure that our partners not only understand the technology but also its potential to transform everyday rituals into luxurious, wellness-centric experiences.
As smart homes continue to evolve, Hansgrohe aims to be at the forefront—not just as a bathroom brand, but as a tech-forward wellness enabler delivering intelligent, sustainable, and beautifully designed water experiences.
- Do you see Indian consumers becoming more conscious of sustainable luxury, and how is your brand responding to that shift?
Absolutely. We’re witnessing a clear shift in the Indian luxury consumer—from celebrating overt opulence to embracing more conscious, value-driven choices. There’s growing recognition that true luxury lies not just in aesthetics, but in integrity, where design excellence aligns with environmental responsibility.
For us, this shift aligns naturally with our long-standing philosophy. What is evolving is the conversation. We are seeing growing interest in product longevity, responsible sourcing, and overall lifecycle impact. Our role is to provide the innovation, transparency, and design excellence that empower consumers to make responsible choices without compromising on comfort or experience.
- As a marketing leader, how do you keep your team inspired and aligned with both brand vision and market trends?
Inspiration thrives where there’s clarity of purpose. At Hansgrohe, we foster a culture that balances structure with creative freedom, anchored in our mission to elevate every water experience while contributing positively to people and the planet.
We encourage curiosity, collaboration, and a deep sense of customer empathy. Our teams are regularly exposed to voices across the ecosystem, from global brand experts and local consumers to designers and trade professionals, ensuring we stay connected to both the brand’s legacy and the pulse of the market.
I believe in empowering the team to experiment, be it with formats, platforms, or narratives, within a strong, coherent brand framework. We also place a high value on continuous learning through workshops, immersive market exposures, and global trainings. This helps us remain agile, relevant, and aligned—not just with current trends, but with where the industry is headed.
Ultimately, when a team understands the ‘why’ behind what we do, it naturally leads with passion, purpose, and precision.
