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 ₹100 crore from this segment by the end of the next fiscal year. This would constitute around 5 per cent of the revenue of the company, said Atul Sanghvi, Executive Director – CERA Sanitaryware.

This is an extension of its brand Senator, a premium brand for sanitaryware, faucets and mirrors, which was launched a year ago. The company aims to set up 30 outlets for Senator Cucine by the end of this fiscal year, with 70 more to be set up by the end of the next fiscal year. There are outlets coming up 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 also going to come on the sanitaryware (category) and vice-versa . We want to consolidate our position in sanitaryware and faucets and improve our share in modular kitchen and tiles,” Sanghvi told BusinessLine .

By the end of this fiscal year, the modular kitchen category is expected to contribute ₹45 crore to the company, which will constitute around 3 per cent of the revenue. Senator Cucine was launched in Kochi on March 9.

CERA has tied up with an Italian company, Spagnol Group, for the Senator Cucine. The product will be customised to the needs of the consumer and will be fully imported from Italy, with at least three months required for the products to be delivered.

Sanghvi said that the Spagnol Group has been in the modular kitchen business for 50 years now and has done OEMs for other Italian brands. “Once we reach a particular 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 is no concrete plan as of now.

The target audience for the Senator Cucine will include not just metros but tier-2 and tier-3 towns, as well.

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