CERA bets on its high-cease modular kitchen foray

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CERA Sanitaryware Ltd, which forayed into the ₹30,000-crore modular kitchen market a month ago with Senator Cucine, is aiming at a revenue of ₹one hundred crore from this section by the give up of the next fiscal 12 months. This would constitute round 5 per cent of the sales of the company, said Atul Sanghvi, Executive Director – CERA Sanitaryware.
This is an extension of its brand Senator, a top class emblem for sanitaryware, faucets and mirrors, which turned into released a year in the past. The corporation ambitions to installation 30 shops for Senator Cucine through the end of this financial yr, with 70 greater to be installation by means of the quit of the next fiscal yr. There are stores developing in Pune, Delhi and Jalandhar.
“The modular kitchen category will help the Senator brand to grow. We believe the rub-off of modular kitchen is likewise going to return on the sanitaryware (category) and vice-versa . We want to consolidate our position in sanitaryware and faucets and improve our percentage in modular kitchen and tiles,” Sanghvi told BusinessLine.


By the give up of this economic yr, the modular kitchen class is predicted to contribute ₹forty five crore to the enterprise, so one can constitute round 3 consistent with cent of the revenue. Senator Cucine changed into launched in Kochi on March nine.
CERA has tied up with an Italian business enterprise, Spagnol Group, for the Senator Cucine. The product could be customised to the needs of the consumer and could be fully imported from Italy, with at least three months required for the goods to be added.
Sanghvi stated that the Spagnol Group has been inside the modular kitchen business for fifty years now and has accomplished OEMs for different Italian manufacturers. “Once we attain a selected volume level with them, then they will be setting up a (manufacturing) plant in JV with us in India… It may take a couple of years. ” he said, adding that there’s no concrete plan as of now.
The audience for the Senator Cucine will include now not just metros however tier-2 and tier-3 cities, as well.

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