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LIXIL to Bolster Industry Leadership in India through its power brands and transformational initiatives


Launches Project Nadee – a flagship Community & Skill Development Platform, enabled digitally,
that empowers plumbers in India with training & economic opportunities

New Delhi, India – LIXIL Asia Pacific, a division of LIXIL, maker of pioneering water and housing products, announced its growth charter for the Indian market in an event today. Drawing on its strong Japanese heritage, world-leading technology and differentiated brand portfolio, LIXIL aims to capture 15-20% share of the sanitary ware market India leistering its clear leadership of the Premium Fittings Market in India.

Across its businesses and brands, LIXIL is focusing on giving consumers end- to-end solutions and transforming their home experience.

LIXIL, which has major brands such as GROHE, American Standard and INAX in its Water Technology portfolio, has plans to leverage its multi-category, multi-brand strength to offer the best Japanese technology to the discerning Indian consumers. With design and technology at the core, LIXIL plans to offer differentiated products to fulfil the lifestyle aspirations of its consumers in India.

H.E. Mr. Kenji Hiramatsu, Ambassador of Japan to India said, “Last September, the Japan-India relationship entered a new era: the bilateral relations have never been as strong as today. I believe that enterprises and private companies synchronize well with government efforts, and I’d like to congratulate LIXIL in its endeavor to contribute to the Indian Government’s growth visions. The launch of Project Nadee today and inauguration of its first ceramicware facility in India at Bhimadole in Andhra Pradesh yesterday is a strong reflection of LIXIL’s commitment to the country and the communities it operates in. This is truly an exciting time for LIXIL – an iconic company in Japan – in India, and I am excited by the opportunities the market presents for growth and socio-economic impact.”


Commenting on the India opportunity, Kinya Seto, President and CEO, LIXIL Group Corporation, said, “India is a priority market for LIXIL and presents tremendous opportunities for our growth. Our combined strengths of Japanese heritage, world-leading technology and consumer centricity, position us well to succeed in the Indian market. We will continue to invest strategically in our business here to offer pioneering water and housing products that solve every day, real-life challenges.”

Strengthening its alignment with Indian Government’s ‘Skill India’ initiative, LIXIL today launched Project Nadee, its flagship skilling program, for the plumbing community. While the business performance and strategy is important for any market, LIXIL prides itself in doing more for the communities within which they operate in. To this end, it launched this project which aims to transform the industry in a 360 way. This is in line with LIXIL’s aim of transforming the end-to-end home solution experience to make it easy, enjoyable and of true value to the consumer.

With Project Nadee, LIXIL is taking the lead in creating a digitally enabled industry platform to solve for a large problem that has the potential to hinder industry growth if not resolved. Being a leader in the industry, LIXIL is best placed to address this issue as it can influence the entire value chain towards this purpose. Project Nadee is designed to create an ecosystem that uplifts the livelihoods of the plumber community in India by empowering them with the requisite skills and training, and certifying them to create employment opportunities and get more youth into the trade. This will solve for the demand and supply gap for this key skill in our industry and more importantly we hope to make this trade more economically viable for the plumbers in India. Under Project Nadee, LIXIL aims to upskill and certify 20,000 plumbing technicians as commercially licensed plumbers along and in compliance with the relevant qualification standards certifications as approved by IL&FS Skills Development Corporation Limited.

 Speaking at the event Bijoy Mohan, CEO, LIXIL Asia Pacific, said, “LIXIL’s Asia Pacific business is a fast growing one; and India is a key market for us. We have a clear strategy to strengthen LIXIL’s business hereWe are leveraging our experience in Japan with respect to delivering end to end solutions for the consumer and to transform the industry through our multi-brand, multi category strength that combines technologies and solutions from Japan, Germany and the US, which no other player offers in India currently. The Rs. 400 crore investment in our sanitary ware plant, the launch of our sash business, our focus on addressing the sanitation challenge through SATO – our innovative toilet solution for the underserved and now launching Project Nadee are all testaments to our commitment to India and its tremendous growth potential.”

With a strong focus on consolidating its business in India and its support to national priorities, LIXIL recently invested INR 400 crore in its 45-acre state of the art ceramic ware facility – LIXIL India Sanitary wares Pvt. Ltd., in Andhra Pradesh. This facility will not only enhance LIXIL’s support to the Government’s ‘Make in India’ initiative but also generate employment opportunities for more than 400 individuals in the state.


LIXIL has also set up a new entity India- LIXIL Windows System (LWS) for its windows business. LWS plans to offer a full bundle of solutions to every segment (retail and project) of the market. This hybrid platform ensures consistency and reliability of quality far ahead of the existing industry standards.

GROHE and American Standard, have been highly successful in India, allowing LIXIL to fulfill the lifestyle aspirations of its consumers. On the other hand, its grassroots sanitation initiatives such as the SATO toilets have allowed the organization to drive meaningful impact to transform the lives of the rural and peri-urban communities through sanitation and hygiene solutions in India. LIXIL is truly poised for its next lap of growth in the Indian market and LIXIL’s recent investments to boost manufacturing capabilities in India will help it replicate the company’s global leadership locally.