Kohler, the American giant in kitchen and bath design, ventured into the Sri Lankan market last week with a firm commitment to push its innovative range of global products by building an emotional bond with customers.

"We have unveiled Kohler in Sri Lanka because of the encouraging growth witnessed in the sanitaryware market", says Sharad Mathur, the company’s Managing Director spearheading South Asian operations.

The booming real estate industry and the increasing upscale consumer market present a big opportunity for the Kohler range", he told a news conference at the Cinnamon Grand, Colombo.

"We offer bathroom solutions to both mid and high-end customers", he noted. "Our products range from Rs. 5,700 to Rs. 730,000".

Asked by the Sunday Island whether Kohler considered the free flow of Indian and Chinese bathroom products at competitive prices as a threat, Mathur replied: "We don’t see these low priced products as a threat. In fact, they are important to offer customers a choice to make the right selection".

"Using cheap sanitaryware is counter-productive as they have to be replaced within a short span. This is not only a hassle but also a costly endeavour", said Tito Pestonjee, Director, Abans Ltd.

"Using cheap, substandard sanitary products in a house, hotel or commercial institution means replacement in the short term. On the other hand, using a globally renowned, reliable brand such as Kohler in the first place is far more cost effective", he explained.

"It is important to have market competition", he underscored. "We look forward to it as it will keep us on our toes".

Asked whether Kohler products to the Sri Lankan market come from the global giant’s plant in China, Mathur said the product selection will be channeled not only from China, but also from USA, France, Thailand and Egypt. "They will be imported from five countries".

"We will also supply the Sri Lankan market with sanitaryware from our plant in Gujrat, India from next year (2009) onwards", he noted. "There are certain types of products in the domestic market which come from different plants".

He said that despite the absence of a local partner, Kohler products had been used in Sri Lanka for decades. A classic example in this context is the Ceylon Intercontinental Hotel, Colombo (Now known as Continental Hotel), which had been using Kohler since 1973.

Responding to a question on the market share Kohler will be looking at in Sri Lanka, Mathur replied: "It is only after a few years that we will be able to determine the degree of public acceptance to our wide range of products. Then we will know where we are heading".

"What we want to do is to create awareness on Kohler and build up a strong bond with our customers", the Managing Director stressed. "We want to offer them a fascinating choice and a new experience altogether".

"We are positive that Kohler will successed in adding a new dimension to the sanitaryware segment in Sri Lanka".