From being a relatively small contributor to the company’s global business a decade ago, India has emerged as one of TOTO’s top six markets worldwide. With its manufacturing facility in Halol, Gujarat, serving both domestic and international demand, the company is now targeting threefold growth by 2030. In an exclusive interaction with Asmita Mukherjee, Shiozawa Kazuyuki, Managing Director of Japanese sanitary-ware major TOTO India discusses how India is becoming increasingly important to the company’s global growth ambitions.
How strategic is India to TOTO’s global growth plans?
India is an increasingly important contributor to our global growth story and a key market for the company, supported by its growing economy, large young population and significant long-term market potential. Over the past few years, we have seen remarkable growth in our electronic bidet seat products, including NEOREST and WASHLET, reflecting growing awareness and acceptance of Japanese sanitaryware technology, innovation and product offerings among Indian consumers.
From being virtually absent from TOTO’s global performance landscape a decade ago, India has now emerged as one of our top six markets globally. India also plays an important role in supporting both domestic and export demand, with our manufacturing capabilities enabling us to supply advanced, water-efficient products to international markets, including Europe and Japan.
We are targeting threefold growth by 2030. Our strategy will focus on expanding the sales network, broadening the product range across different price points without diluting our premium quality positioning, and introducing new offerings in the coming years. Considering the size and potential of the Indian market, we believe India can make an even greater contribution to our global business in the future.
Are there plans to expand manufacturing or increase local sourcing in India?
Our Halol manufacturing facility in Gujarat plays a strategic role in TOTO India’s operations. It is currently operating at a high level of capacity utilisation, supported by growing demand from both domestic and export markets. The facility enables us to manufacture technologically advanced, water-efficient sanitaryware solutions while efficiently catering to both the Indian and international markets. Our current focus is on optimising existing operations, maintaining global quality standards, and driving future growth through operational excellence and continuous process improvements.
At present, we do not have immediate plans to expand our manufacturing capacity in India, as our priority remains maximising the efficiency and capabilities of our existing Halol facility.
How does TOTO ensure consistent global quality standards in India?
At our Halol manufacturing facility, we follow best practices and adhere to global and international standards, including ISO 9001, ISO 14001, MIS, TIS, IAPMO and JIS, along with a safety-first approach. Since beginning operations in 2014 the facility has evolved from manufacturing basic products when operations began in 2014 to producing premium products suitable for India and international markets, including Europe, the US and Japan. We are also proud to have one of the cleanest TOTO plants globally.
Our skilled workforce in India is trained by Japanese experts, helping us maintain TOTO’s global quality and operational standards. We also have service teams across regions, supported by trained staff to provide prompt and consistent after-sales service.
What new products or smart bathroom innovations are planned for the Indian market?
We offer contemporary and innovative solutions such as NEOREST smart toilets and WASHLET electric bidet seats as part of TOTO CLEANOVATION, our approach to advancing cleanliness, comfort and wellness through technology. Our latest offerings include the RP Wall-Hung Tornado Toilet in Matte Finish in different colours, G Selection Shower collection with CALMING SHAWL feature, expanded matte finish options across faucets, showers and basins, along with colored basins inspired by seasonal themes. These products combine premium aesthetics with advanced functionality, catering to evolving consumer preferences for sophisticated and personalised bathroom spaces.
Our smart bathroom innovations are designed to deliver both luxury and hygiene. NEOREST smart toilets and WASHLET electric bidet seats offer advanced features such as AUTO FLUSH, AUTO OPEN-CLOSE LID, electronic bidet functions, touchless controls and a HEATED SEAT function, which is particularly valued in northern India during winter. Additionally, technologies such as EWATER+, TORNADO FLUSH, CEFIONTECT and RIMLESS design help enhance cleanliness and water efficiency.
Our TOTO WILL 2030 is centred on strengthening TOTO’s presence, by expanding our sales network, broadening our product portfolio and making our innovative bathroom solutions accessible to a wider range of consumers while maintaining our premium quality standards. We will focus on strengthening our sales network and expanding our product portfolio by offering more options across different price segments while maintaining our premium quality standards.
Who is TOTO’s key target audience in India today?
Our key target audience in India includes premium consumers, particularly high-net-worth individuals, as well as B2B stakeholders such as architects, builders, premium developers and the hospitality sector. Our focus remains strong across premium residential developments, bungalows and luxury hospitality projects, where demand for advanced and premium sanitaryware solutions continues to grow. At the same time, we are expanding beyond tier-I markets into tier-II and tier-III cities and suburban areas, while broadening our offerings across different price points without compromising on quality.
To strengthen our reach, we are expanding our dealer network. Our channel partner and distributor network continues to grow steadily. We are also enhancing engagement with architects, designers, plumbers and developers through events and collaborations, while hosting showroom initiatives in partnership with other Japanese brands. In addition, we are focusing on India’s 100 Smart Cities, which reflect the country’s evolving urbanisation and changing consumer preferences.
From a marketing and distribution perspective, we currently work with a strong network of dealers across India, including smaller associate dealers, and plan to further strengthen distribution and service capabilities in emerging markets. Our strategy is aimed at addressing different ends of the premium spectrum, particularly in tier-II and tier-III cities, while continuing to serve premium residences, bungalows and hospitality projects.
What is your strategy to grow TOTO’s B2B business across hospitality and infrastructure?
Our B2B strategy focuses on strengthening relationships with architects, builders and premium developers, while strengthening our presence beyond Tier I markets into Tier II and Tier III cities. We are also intensifying our distribution and service capabilities in smaller, growing markets to support wider market access.
Hospitality is an important segment for TOTO, supported by strong relationships with premium hotels. We are targeting new premium hotels as well as infrastructure opportunities across airports and metro stations. Our focus also extends to premium residences, bungalows and commercial projects, with project sales contributing a higher volume to overall revenue compared with retail sales.
Given the high-tech and precision-engineered nature of our products, direct engagement is an important part of our strategy. We focus on face-to-face interactions with architects, designers and developers, who play a key role in educating end customers and helping us build the market for advanced bathroom solutions.
Are there any new investment plans for India in the near future?
India remains a strategically important market for TOTO, and we continue to strengthen our presence through our ‘Make in India’ commitment. Our manufacturing facility in Halol, Gujarat, plays a pivotal role in this strategy by manufacturing technologically advanced, water-efficient sanitaryware solutions for both the domestic market and exports. Since commencing operations in 2014, the facility has evolved from manufacturing basic products to producing premium sanitaryware for India as well as international markets, including Europe, Japan and the US, while adhering to our global quality standards. Our focus remains on optimising our existing manufacturing capabilities, expanding our market presence and supporting long-term growth in India through operational excellence and continuous innovation.
How are luxury hotels influencing the demand for smart and sustainable bathroom solutions?
Luxury hotels are playing an important role in increasing awareness and encouraging adoption of smart and advanced bathroom solutions by offering guests first-hand exposure to technologies that prioritise hygiene, comfort, convenience and design. Features such as touchless faucets, automatic flush systems and WASHLET/electronic bidet functionalities are gaining traction across premium hospitality environments, helping shape consumer expectations for similar experiences in residential spaces.
Hospitality is a key segment for TOTO, supported by its established relationships with premium hotels. We are targeting new premium hotels, alongside opportunities across airports and metro stations, as demand for premium hygienic and advanced bathroom solutions continues to grow.
Consumers in today’s world are constantly on the lookout for bathrooms that are not only hygienic but functional, aesthetic, and luxurious. Our products are designed to bring together comfort, design and function through innovative technology and high-quality materials. Each design is thoughtfully engineered for optimal relaxation, safety, and a luxurious aesthetic, ensuring that every bath is a truly indulgent experience. Our focus on innovation positions us well to meet growing demand and strengthen our brand in India. Our products combine high-quality design with user-friendly features, delivering the ideal blend of luxury and utility.
