GROHE REIMAGINING INDIAN BATHROOMS

In Conversation with PRIYA RUSTOGI, Country Leader – India and Subcontinent, LIXIL Water Technology

As India accelerates its urban transformation, the bathroom is evolving from a purely functional corner of the home into a space where technology, hygiene, sustainability and personal well-being converge. GROHE, a global name synonymous with premium bathroom solutions, is at the forefront of this change. At the helm of this evolution in India is Priya Rustogi, whose leadership is shaping how consumers engage with sustainability and innovation in everyday living. In this exclusive conversation, she reflects on GROHE’s journey in India, how smart design can lead to sustainable outcomes, and why the future of bathrooms is both intelligent and intuitive.

GROHE has established itself as a global leader in bathroom innovation. Could you take us through the brand’s evolution in India and how it has adapted to the market’s changing priorities, especially post-pandemic?

GROHE’s journey in India began with a long-term view. We entered the market at the turn of the century with a clear commitment to delivering global innovation tailored to Indian sensibilities. From the outset, we’ve stayed grounded in our four core pillars—quality, technology, design and sustainability—while adapting to regional water conditions, aesthetic preferences, and infrastructural realities. The pandemic was a defining moment. It fundamentally changed the way people viewed hygiene and personal spaces. Bathrooms, especially shared ones, became a focal point of concern—people started demanding more contactless, hygienic and easily maintainable solutions. At GROHE, we were already ahead of the curve. Sensor-based taps, rimless WCs, and anti-bacterial surface finishes became central to our offering—not as reactive solutions, but as part of a consistent innovation agenda that had always anticipated this shift. Moreover, water efficiency moved from being a desirable feature to a necessity. Whether it’s a luxury apartment in a metro or a new build in a Tier 2 city, the demand for low flow, intelligent sanitaryware has surged. We’ve responded not just with products, but with an ethos of sustainable, high-performance design that enhances rather than compromises everyday living.

India’s water crisis is becoming more urgent, and yet comfort and design remain key expectations. How does GROHE strike a balance between sustainability, smart functionality, and premium design?

We’ve never believed that sustainability and luxury are at odds. In fact, they can—and must—coexist. At GROHE, our philosophy is rooted in creating intelligent solutions that allow people to save water and energy without

As India accelerates its urban transformation, the bathroom is evolving from a purely functional corner of the home into a space where technology, hygiene, sustainability and personal well-being converge. GROHE, a global name synonymous with premium bathroom solutions, is at the forefront of this change. At the helm of this evolution in India is Priya Rustogi, whose leadership is shaping how consumers engage with sustainability and innovation in everyday living. In this exclusive conversation, she reflects on GROHE’s journey in India, how smart design can lead to sustainable outcomes, and why the future of bathrooms is both intelligent and intuitive.

GROHE has established itself as a global leader in bathroom innovation. Could you take us through the brand’s evolution in India and how it has adapted to the market’s changing priorities, especially post-pandemic?

GROHE’s journey in India began with a long-term view. We entered the market at the turn of the century with a clear commitment to delivering global innovation tailored to Indian sensibilities. From the outset, we’ve stayed grounded in our four core pillars—quality, technology, design and sustainability—while adapting to regional water conditions, aesthetic preferences, and infrastructural realities. The pandemic was a defining moment. It fundamentally changed the way people viewed hygiene and personal spaces. Bathrooms, especially shared ones, became a focal point of concern—people started demanding more contactless, hygienic and easily maintainable solutions. At GROHE, we were already ahead of the curve. Sensor-based taps, rimless WCs, and anti-bacterial surface finishes became central to our offering—not as reactive solutions, but as part of a consistent innovation agenda that had always anticipated this shift. Moreover, water efficiency moved from being a desirable feature to a necessity. Whether it’s a luxury apartment in a metro or a new build in a Tier 2 city, the demand for low flow, intelligent sanitaryware has surged. We’ve responded not just with products, but with an ethos of sustainable, high-performance design that enhances rather than compromises everyday living.

India’s water crisis is becoming more urgent, and yet comfort and design remain key expectations. How does GROHE strike a balance between sustainability, smart functionality, and premium design?

We’ve never believed that sustainability and luxury are at odds. In fact, they can—and must—coexist. At GROHE, our philosophy is rooted in creating intelligent solutions that allow people to save water and energy without ever having to think about it. That’s the true test of innovation: when sustainability becomes second nature. Take our EcoJoy technology, for instance—it reduces water flow by up to 50% without affecting the experience. Our thermostatic mixers eliminate the wait for the ‘right temperature’, which means less water wasted. Dual-flush systems let users control consumption, and advanced aerators maintain optimal flow while drastically reducing usage. These innovations are not optional upgrades; they are integral to every product we design. Of course, these features wouldn’t matter if they compromised the experience. This is where our German design heritage shines. Whether it’s a SmartControl shower that offers precise water control or a PVD-coated faucet that’s both sleek and scratch-resistant, we ensure that form and function meet seamlessly. Our goal is to make sustainability invisible—to embed it so deeply into the product that it becomes an effortless part of daily life.

Affordability remains a defining factor in the Indian market. How does GROHE make sustainable technologies accessible beyond the luxury segment, especially in emerging cities and rural contexts?

There’s a misconception that Indian consumers are only price-sensitive. In reality, they are value-driven. They understand that quality pays off in the long term—especially when it comes to water and energy savings. The true cost of a product isn’t its price tag; it’s the maintenance, the replacements, and the environmental footprint it leaves behind. We’re mindful of this. Our strategy includes offering a wide range of products across price points without diluting performance or design. Whether you’re buying a sensor faucet for a commercial bathroom in Delhi or a low-flow showerhead for a new home in Nagpur, the underlying GROHE promise remains the same—efficiency, longevity, and elegance. Penetration into Tier 2 and Tier 3 cities is a crucial part of our vision. Awareness is growing rapidly in these markets, especially as water scarcity becomes more visible. We’re not just selling products—we’re facilitating better living. And we do this by strengthening our retail presence, educating builders, training plumbers, and ensuring our innovations are locally relevant and financially viable.

GROHE has built a strong reputation for its manufacturing standards. Beyond product innovation, how are you integrating sustainability into production, packaging, and logistics?

Sustainability isn’t a feature—it’s an operating philosophy. All of GROHE’s manufacturing plants have been running on 100% green energy since 2020. We’re deeply invested in CO2-neutral production, circular manufacturing systems, and reducing our material and energy waste at every step of the process. Take our packaging, for example. We’re eliminating unnecessary plastics and transitioning to recyclable materials that protect the product without adding to landfill waste. We’ve adopted closed-loop processes in our factories, which means even brass shavings are melted down and reused rather than discarded. Our commitment also extends to our supply chain. We’re working with partners who share our values, ensuring that sustainability isn’t just something that starts at the factory and ends at the showroom—it’s embedded across the value chain.

With emerging technologies shaping consumer lifestyles, what does the future of smart bathrooms look like, and how is GROHE positioned to lead this shift in India?

Bathrooms are no longer just about hygiene—they’re becoming intelligent, intuitive, and personal spaces. The future lies in systems that anticipate user needs, reduce manual intervention, and enhance overall well-being. We’re already shaping that future. Recently, we launched the Rapido Shower Frame, a revolutionary product that simplifies concealed shower installation. We’re introducing the Rainshower Aqua Concealed, which blends performance

As India accelerates its urban transformation, the bathroom is evolving from a purely functional corner of the home into a space where technology, hygiene, sustainability and personal well-being converge. GROHE, a global name synonymous with premium bathroom solutions, is at the forefront of this change. At the helm of this evolution in India is Priya Rustogi, whose leadership is shaping how consumers engage with sustainability and innovation in everyday living. In this exclusive conversation, she reflects on GROHE’s journey in India, how smart design can lead to sustainable outcomes, and why the future of bathrooms is both intelligent and intuitive.

GROHE has established itself as a global leader in bathroom innovation. Could you take us through the brand’s evolution in India and how it has adapted to the market’s changing priorities, especially post-pandemic?

GROHE’s journey in India began with a long-term view. We entered the market at the turn of the century with a clear commitment to delivering global innovation tailored to Indian sensibilities. From the outset, we’ve stayed grounded in our four core pillars—quality, technology, design and sustainability—while adapting to regional water conditions, aesthetic preferences, and infrastructural realities. The pandemic was a defining moment. It fundamentally changed the way people viewed hygiene and personal spaces. Bathrooms, especially shared ones, became a focal point of concern—people started demanding more contactless, hygienic and easily maintainable solutions. At GROHE, we were already ahead of the curve. Sensor-based taps, rimless WCs, and anti-bacterial surface finishes became central to our offering—not as reactive solutions, but as part of a consistent innovation agenda that had always anticipated this shift. Moreover, water efficiency moved from being a desirable feature to a necessity. Whether it’s a luxury apartment in a metro or a new build in a Tier 2 city, the demand for low flow, intelligent sanitaryware has surged. We’ve responded not just with products, but with an ethos of sustainable, high-performance design that enhances rather than compromises everyday living.

India’s water crisis is becoming more urgent, and yet comfort and design remain key expectations. How does GROHE strike a balance between sustainability, smart functionality, and premium design?

We’ve never believed that sustainability and luxury are at odds. In fact, they can—and must—coexist. At GROHE, our philosophy is rooted in creating intelligent solutions that allow people to save water and energy without ever having to think about it. That’s the true test of innovation: when sustainability becomes second nature. Take our EcoJoy technology, for instance—it reduces water flow by up to 50% without affecting the experience. Our thermostatic mixers eliminate the wait for the ‘right temperature’, which means less water wasted. Dual-flush systems let users control consumption, and advanced aerators maintain optimal flow while drastically reducing usage. These innovations are not optional upgrades; they are integral to every product we design. Of course, these features wouldn’t matter if they compromised the experience. This is where our German design heritage shines. Whether it’s a SmartControl shower that offers precise water control or a PVD-coated faucet that’s both sleek and scratch-resistant, we ensure that form and function meet seamlessly. Our goal is to make sustainability invisible—to embed it so deeply into the product that it becomes an effortless part of daily life.

Affordability remains a defining factor in the Indian market. How does GROHE make sustainable technologies accessible beyond the luxury segment, especially in emerging cities and rural contexts?

There’s a misconception that Indian consumers are only price-sensitive. In reality, they are value-driven. They understand that quality pays off in the long term—especially when it comes to water and energy savings. The true cost of a product isn’t its price tag; it’s the maintenance, the replacements, and the environmental footprint it leaves behind. We’re mindful of this. Our strategy includes offering a wide range of products across price points without diluting performance or design. Whether you’re buying a sensor faucet for a commercial bathroom in Delhi or a low-flow showerhead for a new home in Nagpur, the underlying GROHE promise remains the same—efficiency, longevity, and elegance. Penetration into Tier 2 and Tier 3 cities is a crucial part of our vision. Awareness is growing rapidly in these markets, especially as water scarcity becomes more visible. We’re not just selling products—we’re facilitating better living. And we do this by strengthening our retail presence, educating builders, training plumbers, and ensuring our innovations are locally relevant and financially viable.

GROHE has built a strong reputation for its manufacturing standards. Beyond product innovation, how are you integrating sustainability into production, packaging, and logistics?

Sustainability isn’t a feature—it’s an operating philosophy. All of GROHE’s manufacturing plants have been running on 100% green energy since 2020. We’re deeply invested in CO2-neutral production, circular manufacturing systems, and reducing our material and energy waste at every step of the process. Take our packaging, for example. We’re eliminating unnecessary plastics and transitioning to recyclable materials that protect the product without adding to landfill waste. We’ve adopted closed-loop processes in our factories, which means even brass shavings are melted down and reused rather than discarded. Our commitment also extends to our supply chain. We’re working with partners who share our values, ensuring that sustainability isn’t just something that starts at the factory and ends at the showroom—it’s embedded across the value chain.

With emerging technologies shaping consumer lifestyles, what does the future of smart bathrooms look like, and how is GROHE positioned to lead this shift in India?

Bathrooms are no longer just about hygiene—they’re becoming intelligent, intuitive, and personal spaces. The future lies in systems that anticipate user needs, reduce manual intervention, and enhance overall well-being. We’re already shaping that future. Recently, we launched the Rapido Shower Frame, a revolutionary product that simplifies concealed shower installation. We’re introducing the Rainshower Aqua Concealed, which blends performance, design and sustainability into one luxurious experience. We are also seeing rising demand for coloured ceramics, minimalist aesthetics, and personalised features like mood lighting, voice control, and smart temperature regulation. At ISH and other global design forums, we showcase what’s next—from recirculating showers that reuse and filter water, to digital controls that monitor consumption and identify leaks in real time. These aren’t just bells and whistles—they’re purposeful innovations designed to elevate everyday living while lowering environmental impact.

Educating users on sustainable bathroom habits is often overlooked. How does GROHE encourage responsible behaviour, especially in a country as vast and diverse as India?

The first step is removing the complexity. People want to do the right thing, but if saving water means an inferior experience, they won’t do it. Our goal is to make sustainability intuitive—designing products that naturally reduce consumption without the user even noticing. Education happens in many forms. Through our GROHE Studios, dealer networks, and digital platforms, we engage directly with end users, architects, and developers. We demonstrate how smart choices—like switching to dual-flush systems or aerated taps—can make a real difference. We partner with hotels, builders, and public infrastructure projects to ensure our solutions are part of large-scale sustainable developments. Design itself is our strongest form of advocacy. When the product is beautiful, efficient, and easy to use, it naturally promotes sustainable habits. That’s our mission: to create choices that people love, which also help the planet.

Looking ahead, what’s GROHE’s vision for the Indian market in terms of collaboration, policy, and materials innovation?

India is entering a pivotal decade where infrastructure growth, sustainability, and design aspirations are aligning. At GROHE, we’re committed to being more than a manufacturer—we want to be a change agent. We’re keen to collaborate more closely with policymakers, urban planners, and developers to shape codes and standards that prioritise water efficiency. If incentives are introduced for low-flow fixtures, or if water ratings become mandatory, it could transform adoption rates. We want to contribute insights from the ground—what works, what’s scalable, and what’s desirable. In terms of innovation, we’re investing in materials like PVD-coated finishes that combine durability with design. We’re also exploring circular materials and composites that offer luxurious aesthetics with minimal environmental impact. As bathrooms become more personal and wellness-oriented, we see immense potential in integrating sensory design, customisation, and tech-powered comfort into our future offerings. Ultimately, our vision is clear: we want to redefine what the Indian bathroom can be—intelligent, inclusive, sustainable, and sensational.

BUILDING THE FUTURE DR. ANANTA ON WOMEN LEADING INDIA REAL ESTATE REVOLUTION

In an exclusive conversation with Homes & Buildings Magazine, DR. ANANTA SINGH RAGHUVANSHI reflects on her journey, the challenges women face in real estate, and the future she envisions for female leaders in the sector.

The real estate industry, traditionally a male-dominated sector, is undergoing a paradigm shift, with women increasingly taking on leadership roles and driving transformative change. Among the most influential figures leading this evolution is Dr. Ananta, a visionary with over three decades of experience in the sector. Having held top positions at DLF, Emaar MGF, Damac, and Experion Developers, she spearheads initiatives as Chairperson of NAREDCO Mahi, where she actively fosters gender diversity, skill development, and sustainable real estate practices.

What inspired you to pursue a career in real estate, particularly in an industry traditionally dominated by men?

When I started my professional journey in 1991, I never once considered gender dynamics. I was driven purely by my passion for marketing and building a career in an industry that excited me. Real estate fascinated me because it wasn’t just about selling properties; it was about shaping cities, creating communities, and making a tangible impact on people’s lives and work. My ambition led me to DLF’s headquarters, where I found myself in an industry where women were few and far between. But the challenge never deterred me. My expertise, dedication, and willingness to learn would pave the way for my success.

The real estate industry, traditionally a male-dominated sector, is undergoing a paradigm shift, with women increasingly taking on leadership roles and driving transformative change. Among the most influential figures leading this evolution is Dr. Ananta, a visionary with over three decades of experience in the sector. Having held top positions at DLF, Emaar MGF, Damac, and Experion Developers, she spearheads initiatives as Chairperson of NAREDCO Mahi, where she actively fosters gender diversity, skill development, and sustainable real estate practices.

The gender disparity was evident, but I always focused on my competence rather than my identity. Over the years, I have witnessed a shift in the industry, and today, more women are stepping into leadership roles, proving that real estate is no longer just a man’s world.

As Chairperson of NAREDCO Mahi, what initiatives are you leading to encourage more women in real estate?

Mahi is not just an initiative but a movement aimed at empowering women at every level of the real estate ecosystem. From labourers to senior executives, we are committed to skilling, mentoring, and fostering career growth through structured programmes.

One of our key initiatives is the NIRED RERA Training, which equips professionals with a deep understanding of real estate regulations. We also have the NIPUN Coaching Programme, designed for those looking to accelerate their careers. Additionally, we are nurturing the next generation of innovators through the Dolphin Tank Incubator, a platform for start-ups in prop-tech. This initiative ensures that women-led businesses receive the exposure and resources they need.

We are also championing sustainability through water-saving initiatives and organising international study tours, allowing women professionals to learn from global best practices. Our objective is simple: to create a real estate industry in which women are not just participants but decision-makers and changemakers.

What are women’s most significant challenges in real estate, and how can they be addressed?

Talent and ambition are not the problem—opportunity and acceptance are. Many women possess the right skills but leave the workforce due to family responsibilities, workplace biases, or lack of support systems. The industry must move beyond token inclusion and foster an environment where women feel valued and empowered.

This begins with inclusive policies—offering flexible work arrangements, leadership mentoring, and family-friendly workplace cultures. When women feel supported, respected, and appreciated, they stay, thrive, and take on more prominent roles. Real estate needs leaders who recognise women’s immense value to the industry, not just in operational roles but in strategic decision-making.

Do you see the real estate industry becoming more inclusive for women?

There has never been a better time for women to enter, excel, and lead in real estate. The industry is changing—workplaces are evolving, diversity policies are strengthening, and women’s voices are being heard.

More companies are realising that gender diversity is not just a social responsibility—it’s a business imperative. Women bring different perspectives, foster collaboration, and drive innovation. As organisations adopt more progressive hiring and leadership policies, we will see an increase in female representation at boardroom tables and decision-making roles.

You mentor women through platforms like She Connects and the Atal Tinkering Labs. How impactful has this been?

One of my greatest privileges has been mentoring women entrepreneurs and young innovators. The We Women’s community, in which I am deeply involved, has over 90,000 members, while She Connects supports over 4,000 women, helping them find direction and confidence in their entrepreneurial journeys.

However, the most rewarding experience has been working with students in Atal Tinkering Labs (ATL), where I mentor bright young minds from classes 6 to 12 under the Atal Innovation Mission. Watching these students design prototypes, explore STEM fields, and develop innovative solutions has reaffirmed my belief that India’s future is in safe hands. The next generation of female leaders will excel in business and drive groundbreaking innovation.

What is your vision for the future of women in real estate?

We must all work towards ensuring that women hold at least 33% of leadership roles in real estate. This isn’t just about numbers—it’s about fostering true equality, diversity, and progress. Women think differently, problem-solve differently, and build differently, and their contributions will reshape the real estate industry in ways we are only beginning to see.

The real estate sector must welcome, nurture, and promote female talent, ensuring equal pay, leadership opportunities, and work environments where women feel secure and respected. This is not just a vision—it is a necessity.

What advice would you give to women navigating the real estate industry?

Success in real estate or any industry is not about following the most straightforward path but making the right choices. Integrity, resilience, and unwavering self-belief will take you further than any external validation.

At every crossroad, choose the path that aligns with your principles, no matter how challenging it may seem. Trust your instincts, embrace new opportunities, and never underestimate your ability to lead and create change. The future of real estate belongs to those who dare to push boundaries, and women have never been better positioned to do just that.

IPM BATH FITTINGS BRINGING WATER EFFICIENCY TO RURAL BATHROOMS

In an exclusive interview with Homes & Buildings Magazine, ABHISHEK KAPOOR, Director of IPM Bath Fittings, shares insights into the company’s journey, the evolving needs of Indian consumers, and how innovation is shaping the future of accessible, water efficient sanitaryware in the secondary market.

In the ever-evolving world of sanitaryware, water conservation, sustainability, and technological advancements are driving industry innovation. While premium brands dominate the luxury segment, secondary manufacturers like IPM Bath Fittings are making a significant impact by offering affordable yet high-quality solutions that cater to a wider consumer base. With over five decades of expertise, IPM Bath Fittings has positioned itself as a key player in providing efficient, durable, water-saving sanitaryware for rural and urban markets.

IPM Bath Fittings has been around for 58 years. Could you share the story behind its journey?

Our story began with my great-grandfather, who was deeply invested in improving hygiene standards through bathroom accessories. My grandfather expanded on this, ensuring people had access to durable brass fittings that enhanced sanitation. Over time, my father further strengthened our legacy, and now, I am carrying it forward, focusing on expanding our footprint both within India and internationally. Today, we are committed to ensuring every household has access to high-quality and hygienic bathroom fittings, irrespective of its economic status. Our dedication to the ‘Make in India’ initiative has further strengthened our vision, allowing us to position Indian-made products globally. The sanitaryware industry is evolving, and with increased awareness around hygiene and sustainability, we see an opportunity to drive change by developing cost-effective, high-performance products that conserve water and improve hygiene.

You’ve spoken about the importance of hygiene in rural areas. How have consumer preferences changed in these regions?

The transformation in sanitaryware usage in rural areas has been remarkable. Traditionally, plastic taps dominated the market because they were inexpensive. However, a noticeable shift towards brass faucets has been driven by increased awareness about hygiene and government-led housing schemes like ‘PAKKA homes.’ Brass, being antimicrobial, reduces bacteria accumulation and improves sanitation, making it a superior alternative to plastic. Another crucial factor is water conservation. Plastic taps often lead to excessive water wastage, with an average flow rate of 26 litres per minute. In contrast, our brass faucets limit flow to as low as 4 litres per minute, significantly reducing water consumption while maintaining efficiency. This shift towards more durable and eco-friendly solutions is a testament to growing consumer awareness and the availability of cost-effective metal faucets.

How do urban markets vary from rural markets?

While our focus in rural markets is on affordability and hygiene, aesthetics and luxury play a key role in urban areas. Modern homeowners, architects, and designers are keen on creating an immersive bathroom experience, often inspired by high-end hotels. The demand for customised fittings, premium finishes, and personalised colour palettes has skyrocketed. Earlier, chrome-plated faucets were the standard, but today, there is an increasing preference for matte black, beige, grey, gold, and rose gold finishes that complement high-end interiors. Consumers also invest in coordinated bathroom aesthetics, ensuring their faucets match their tiles and fittings. The focus is no longer just on function—design has become an equally important aspect of purchasing decisions.