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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
Q: 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.
