India open to more shape, colour in bathware: David Kohler, CEO, Kohler Co.

Mumbai: Indians prefer splashy bathrooms to the minimalist designs favoured in some other countries, said David Kohler, chairman and CEO of Kohler Co., citing a key learning in the market that the 154-year-old bathware firm views as the most significant besides its home base in the United States.

"Here, it's trending a little more towards maximalism," he told ET in an exclusive interview, highlighting a contrast between India and some European markets.

Indian consumers are more willing to experiment with shape, colour and finish, he said, adding that a product tailored for India may be larger, with more design detail, or have a more flamboyant shape than something created for a market where restrained minimalism is preferred.


About 70% of the company's India sales now come from products designed specifically for local consumers, with more expressive shapes, colours and finishes. A bathroom is increasingly becoming a canvas for self-expression, Kohler said, and the company is betting that increasing incomes, bigger homes and an appetite for luxury will make that canvas even larger. This localisation is increasingly feeding back into Kohler's global business. Products and technologies developed in India are being taken to other markets, including a shoulder shower and flushing technologies.

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Unlike some markets where consumers may prefer bathrooms to disappear into the architecture, Indian consumers appear increasingly happy to make them part of the statement. "Sometimes just a little bit more," Kohler said of the Indian aesthetic.

For him, the difference is not just cosmetic. The Indian bathroom itself behaves differently.

Hygiene sprays, for instance, are deeply embedded in Indian bathrooms, where the wet area is more pronounced than in markets such as the US. Kohler expects that to evolve as bidets, bidet seats and smart toilets gain ground. The company sees smart toilets and bidets eventually replacing some of that functionality as Indian consumers become more comfortable with newer bathroom technology. Their starting point, however, is different from that of consumers in Japan, China or the US, where bidets and smart toilets have a much lower barrier to adoption.

Green Lights

The company, headquartered in Kohler, Wisconsin, with annual revenue of about $6 billion, expects India to become its second-largest market within the next decade. It does not disclose country-level revenue but said India is already among its top five markets.

India's appeal goes beyond bathrooms. Kohler sees the country's rapid urbanisation, real-estate development and growing affluent population as a long-term growth engine. The company is particularly tied to high-rise residential projects, hospitality and redevelopment, all of which are expanding the addressable market for premium bathroom and kitchen products. Kohler's confidence is reflected in the company's manufacturing plans. It has invested hundreds of millions of dollars in India over the past 20 years and plans to invest at least another $100 million over the next decade. Its plant near Bharuch in Gujarat is being expanded with new technology and capabilities.

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Asked what could discourage him from investing further in India, he said unequivocally, "I don't see a lot of red flags or caution flags today in India."

Kohler pointed to the country's broad-based economic growth and said India does not face some of the demographic challenges weighing on other markets. "We think it's all flashing green right now," he said.

India Rising

The company makes most of what it sells in India locally, with only a small proportion imported, mainly specialised products that have not yet been industrialised in the country. Local manufacturing allows Kohler to be more cost competitive while delivering what it sees as higher value to consumers.

India is also becoming a production base for the world. About 10% of the company's output is currently exported, Kohler said, and the company would like to increase that over time. The priority, however, remains the domestic market, with about 80% of production expected to remain focused on India.

Tariffs could threaten to thwart that ambition. Kohler said the company's facilities in the country were built not only to serve local consumers but also to take advantage of 'Make in India' and supply products to other markets.