In the polluted city of Kanpur, India, 31-year-old entrepreneur Rajat Ghai, known for his love of Rado watches and Louis Vuitton shoes, is taking his designer preferences to the next level by creating a luxury bathroom in his dream home.
Ghai is investing $28,000 in premium fixtures from American brand Kohler and Japan’s Toto, including a jacuzzi bathtub, steam-enabled showers, and a high-tech toilet with features like a heated, temperature-controlled seat and an automatic deodorizer. Inspired by a visit to Japan, Ghai shared, “Japan’s toilets are so futuristic and hygienic; it felt like a different world. I wanted to bring that experience home.” For him, the bathroom is a personal sanctuary where he can relax and unwind.
Read More: Government to Take Into Account Plan to Increase Rich People’s Taxes.
India is becoming a lucrative market for bathroom hardware giants like Kohler, Toto, and Germany’s Hansgrohe, driven by rising incomes and growing aspirations. These companies are expanding their footprint with new stores, partnerships with developers, and increased production to meet the demands of the world’s most populous nation.
According to UBS, India is projected to have around one million millionaires by 2028, surpassing Singapore, Hong Kong, and Brazil. However, the luxury boom highlights stark contrasts within the country. While World Bank data from 2022 revealed that 11% of India’s population still practices open defecation, the affluent class is unafraid to spend lavishly, even amid inflation. Sales of Mercedes-Benz cars and luxury apartments hit record highs last year, with high-end homes accounting for 26% of total residential sales—more than triple the 2020 figures.
Kohler, for instance, operates three “experience centers” in India where customers can test shower pressure and water temperature settings. It plans to open more such centers and smaller stores nationwide, cementing India’s position as a key market. “People are becoming more home-proud and willing to spend on creating a sanctuary at home,” said Ranjeet Oak, Kohler’s South Asia managing director. Kohler’s local sales grew to $230 million in 2023-24, with a 17% compound annual growth rate since 2019.
While China remains a larger bathroom market, Statista projects India’s market will grow by 9% to $12 billion by 2029. Toto, anticipating this growth, aims to expand its dealer network by a third to 160 outlets by 2025-26, focusing on smaller cities. Similarly, Hansgrohe is increasing its presence, planning to open its first experience center in New Delhi and expand its outlets from 250 to 400 by 2026. The company is also considering making India a manufacturing hub, with plans to double capacity at its Mumbai assembly plant. “India feels like China 20-30 years ago—a major strategic opportunity,” said Thomas Stopper, Hansgrohe’s Asia vice president.
In Kanpur, Ghai is spending $925,000 on his seven-bedroom, four-story home, expected to be completed by late 2026. His luxurious bathrooms will include features like “rain and mist showers” and Toto’s $2,313 toilet, which offers seat warming and a “comfortable cleaning sensation.” As his architect Kunal Gupta described, the goal is to create “an ultimate eye-candy yet functional luxury bathroom.”
