In an exclusive conversation with Homes & Buildings Magazine, YOHEI KOKUBU, Senior GM, Sales Unit Head and NAZIA TALAYILATH, National Head, Hospitality & Business Development, reveal how TOTO is revolutionising India’s bathroom culture. They share
their insights on driving water conservation, designing smart products for an evolving market, and redefining the relationship between luxury and sustainability in Indian homes.
The pandemic has shifted how people perceive hygiene and home spaces. How has India’s sanitaryware market evolved post-COVID, particularly regarding sustainability and innovation?
Yohei Kokubu: The transformation has been significant. Indian consumers have become far more conscious about hygiene and sustainability, which has redefined their preferences for bathroom fittings. People now seek products that offer more than just basic functionality; they want a luxurious experience that also prioritises water efficiency and personal hygiene. We’ve seen a surge in demand for innovations like electronic bidet seats, which seamlessly combine technology with comfort. The pandemic served as a catalyst, bringing hygiene to the forefront and making advanced, sustainable bathroom solutions a necessity rather than a luxury.
What factors are driving the demand for eco-friendly and smart bathroom solutions in India?
Nazia Talayilath: The shift is driven by a combination of factors—rising disposable incomes, rapid urbanisation, and greater exposure to international lifestyles. People are increasingly aware of their living standards and are placing a stronger emphasis on both hygiene and sustainability. A key factor has been the lifestyle changes brought about by the pandemic; spending more time at home made people realise the importance of investing in premium, eco-friendly products. As a result, smart sanitaryware solutions that enhance user experience while conserving water have seen a significant increase in demand, especially among urban consumers who now prioritise both aesthetics and functionality.
Balancing affordability with sustainability can be a challenge in India’s price-sensitive market. How does TOTO navigate this challenge?
Yohei Kokubu: Our strategy focuses on expanding our reach beyond metropolitan cities to Tier-2 and Tier-3 regions, where infrastructure is developing rapidly and consumer preferences are evolving. We are particularly focused on India’s 100 smart cities, where the demand for sustainable, technology-driven solutions is growing alongside urbanisation. By introducing cutting-edge products tailored for these markets, we ensure that eco-friendly innovation isn’t just restricted to premium segments but becomes accessible to a broader demographic.
India’s rising water consumption and depleting groundwater reserves are pressing concerns. How does TOTO contribute to water conservation through its products?
Yohei Kokubu: Sustainability has always been central to our mission. Our efforts are focused on developing technologies that dramatically reduce water usage without compromising hygiene or functionality. For instance, our toilets, which once used nearly 20 litres per flush, now operate at just 3.8 litres—a significant leap toward water conservation. Our manufacturing plant in Halol reflects this commitment as well; it follows eco-friendly practices, focusing on minimising waste, recycling resources, and reducing emissions. Through these efforts, we’re not just improving lifestyles but also supporting India’s broader environmental goals.
What are some of TOTO’s signature innovations that address water-saving concerns without compromising luxury?
Nazia Talayilath: One of our proudest innovations is the Tornado Flush system, which offers powerful cleaning with minimal water usage. In addition to this, our Rimless Design and Cefiontect Glazing make cleaning more efficient, reducing the need for frequent flushing or excessive water use. Another breakthrough is our EWater+ Technology, which uses electrolysed water to sanitise surfaces, effectively eliminating the need for harsh chemical cleaners while enhancing overall hygiene. These technologies are designed to conserve water and elevate the user experience through seamless integration with elegant, modern designs.
How does TOTO incorporate sustainability into its manufacturing processes?
Yohei Kokubu: Our commitment to sustainability extends beyond product innovation. At our Halol facility, we have implemented best-in-class practices to minimise our environmental footprint. The plant holds ISO 14001 certification for environmental management, and we’ve optimised manufacturing processes that reduce waste and promote recycling. For us, sustainability isn’t a feature—it’s a responsibility embedded in every aspect of our business, from production to product delivery.
As technology continues to redefine living spaces, what innovations can Indian consumers expect from TOTO in the near future?
Nazia Talayilath: The Indian market is already embracing technologies such as touchless faucets, automated flushing systems, and electronic bidets. Moving forward, we’re focusing on integrating more advanced features like EWater+ for self-cleaning seat covers and Actilight technology, which breaks down organic waste and reduces odour. These innovations are aligned with global trends and bring TOTO’s signature blend of luxury, hygiene, and sustainability to Indian homes.
How is TOTO addressing the increasing demand for touchless systems in commercial and residential spaces?
Yohei Kokubu: The demand for touchless technology has surged since the pandemic, particularly in commercial spaces like airports, hotels, and corporate offices, where hygiene is a top priority. In residential spaces, premium homeowners are beginning to appreciate the convenience and sophistication that touchless faucets and automated toilets offer. The trend is catching on, and we believe that in the coming years, these technologies will become mainstream features in modern Indian homes.
How does TOTO educate consumers about the importance of sustainable bathroom practices?
Yohei Kokubu: Education is central to our strategy. We use a combination of offline and online channels to engage with consumers and spread awareness about sustainable living. Events, architect meets, and focused group discussions help us showcase our innovative products, while our digital presence on platforms like Instagram and LinkedIn ensures we reach a broader audience. We also prioritise training for our retail partners, ensuring that showroom staff can effectively communicate the benefits of sustainable products to consumers.
Are you seeing a shift towards premium sanitaryware in Tier-2 and Tier-3 cities?
Nazia Talayilath: There’s definitely a growing awareness in these cities, particularly regarding smart toilets and water-efficient designs. Consumers are beginning to understand the long-term value of investing in premium sanitaryware, not just for luxury but also for sustainability. This trend has encouraged us to expand our Channel Partner Network across emerging markets, ensuring our products are more accessible in regions experiencing rapid growth.
What challenges do you foresee in achieving widespread adoption of sustainable bathroom solutions across India?
Yohei Kokubu: The primary challenges are consumer price sensitivity and a general lack of awareness, particularly in rural and semi-urban markets. However, as infrastructure improves and awareness campaigns gain traction, we are optimistic that sustainable solutions will become more widely adopted. We are committed to overcoming these hurdles through continued innovation, education, and partnerships with real estate developers.
What is TOTO’s long-term vision for addressing India’s water conservation and sustainability challenges?
Nazia Talayilath: Our vision is rooted in three pillars: innovation, responsible manufacturing, and expanding eco-friendly product offerings. We aim to scale our presence across India’s emerging markets while adhering to global standards for water conservation. Every product we develop reflects our commitment to providing sustainable solutions without compromising on comfort or luxury.
TOTO’S VISION FOR INDIAN BATHROOMS
