"We aspire to be the most trusted brand in India for sustainable, innovative, and durable bathroom and drainage systems..."
Geberit is a recognised European leader in sanitary technology, operating in over 50 countries. With a focus on innovation, sustainability, and technical know-how, Geberit delivers high-quality bathroom and water management solutions, shaping industry standards and ensuring efficient, reliable water flow for homes and buildings globally.
In an interview with Washrooms and Beyond, Gorika Shyam, Managing Director of Geberit India, shares her vision for driving growth in India through premium ceramics, sustainable innovation, digital integration, and partnerships.
Geberit has established its presence in India with installation and flushing systems as well as building and drainage solutions. With the Group’s global strategy emphasising selective geographic expansion and system-based, water-saving innovations, what was the strategic rationale behind diversifying into the premium ceramic sanitaryware segment in the Indian market?
After closely studying the evolving needs of Indian consumers, we recognised that moving into “in-front-of-the-wall” applications – particularly premium ceramics – was a natural and strategic extension of our portfolio. Moreover, India’s rapid urbanisation and the rising demand for high-performance, aesthetically refined bathroom systems make it an ideal market for this expansion.
Leveraging its proven expertise in installation and drainage technologies, Geberit has earned the trust of architects, developers, consultants, and installers worldwide – and in India. By introducing premium ceramics, Geberit strengthens its commitment to delivering complete bathroom solutions that combine cutting-edge functionality with superior design, comfort, and user experience.
Given the competition in India’s premium bathroom fixtures space, what differentiates Geberit’s ceramic range from others in this segment? How is the company positioning itself?
In India, we have positioned our ceramic range by integrating proven behind-the-wall technology with sophisticated front-of-the-wall design. Geberit’s ceramics stand out in the premium segment through our ‘Design Meets Function (DMF)’ philosophy – blending over 150 years of Swiss innovation with refined aesthetics and user-centric design.
A key differentiator is our WC system, which gives us complete control over water flow—from cistern to ceramic to wastewater drainage. This ensures a powerful, silent, and water-efficient flush that is easy to install, use, and maintain, while offering exceptional design flexibility. Features like ‘Turboflush’ deliver a flush that is silent, powerful, and up to 10 times more effective than conventional systems.
We also offer height adjustments for our WCs, which can be flexibly modified by +3 cm/-1 cm without opening or damaging the wall – even years after installation. The result: future-ready bathrooms that deliver both style and substance.
Geberit has long pioneered eco‑design and water‑saving innovations in concealed cisterns. Could you explain how these principles are shaping the sanitaryware line to bring measurable benefits for high-end projects in the country?
Geberit has long pioneered eco-design and water-saving technologies in concealed cisterns, and these principles now shape its premium sanitaryware line for India’s high-end projects. Guided by eco-design principles since 2007, every Geberit product – from WCs to washbasins – is engineered to be more ecological than its predecessor throughout its entire life cycle.
In the ceramic range, this commitment translates into measurable benefits. Geberit’s WCs feature ‘Turboflush’ technology, delivering powerful performance while using just 4–6 litres of water per flush. The Rimfree design enhances hygiene and makes cleaning significantly easier, while the advanced ‘Keratect’ glaze ensures long-lasting cleanliness with minimal maintenance. Together, these innovations create future-ready bathrooms that seamlessly combine sustainability, performance, and design excellence.
What is the next phase of Geberit’s distribution strategy in India?
Geberit follows a direct dealer approach across India, working closely with our existing partners in Tier 1 and Tier 2 cities while actively expanding our presence into Tier 3 markets. Our strategy is anchored in the ‘Design Meets Function (DMF)’ positioning, which combines premium design with proven functionality.
We differentiate ourselves through our exceptional Swiss engineering standards that promise uncompromising quality, our strong after-sales support amongst dealers and customers, and our consistent brand experience – from product displays to technical training, ensuring that our partners are equipped to deliver the Geberit promise at every touchpoint.
With this approach, we are able to strengthen our market reach, deepen relationships with our dealer network, and ensure customers across India experience the style, innovation, and reliability that define Geberit.
With digital tools reshaping the industry, how is Geberit India integrating digital tools and user-friendly apps to benefit consumers and installers?
Digitalisation is a key pillar of Geberit’s customer experience strategy in India. For the design and planning community, we offer a comprehensive BIM plug-in and BIM object library, enabling seamless integration of our products into digital planning workflows. This helps architects and planners enhance accuracy, optimise design efficiency, and address operational bottlenecks early in the process.
For end users, we are developing intuitive digital tools like the ‘Inspiration Tool’, which is aimed at simplifying decision-making and enhancing engagement with the Geberit range.
On the installer front, the ‘Geberit Pro’ app offers quick access to technical data, installation videos, and troubleshooting guides – empowering professionals on-site with real-time support.
How is Geberit engaging with design professionals in India?
Geberit actively engages with the design community in India through structured outreach, collaborative initiatives, and immersive platforms. Our Geberit Technology Centre offers hands-on experiences, enabling architects and designers to interact with our technologies in real-world contexts.
We also participate in leading design forums and host experiential events that foster dialogue, co-creation, and continuous learning. These initiatives deepen product understanding and strengthen Geberit’s role as a trusted knowledge partner in shaping functional, design-forward, and future-ready bathroom spaces.
What is your long-term vision for Geberit in India?
India is a strategic growth market for Geberit, and our long-term vision is to lead the transformation of the sanitary industry – from traditional product-based selling to a system-based specification approach. This shift will span residential, commercial, and infrastructure segments.
We aspire to be the most trusted brand in India for sustainable, innovative, and durable bathroom and drainage systems – powered by Swiss technology and thoughtfully adapted to local needs.
Our commitment is clear: we want to grow our market through education and ecosystem development, deliver customer-centric solutions with strong technical support, create value through innovation, durability, and digital enablement, and operate responsibly by aligning with global sustainability and governance standards.
As Christian Buhl, CEO of Geberit Group, aptly puts it: “India represents a dynamic opportunity for Geberit to apply our global expertise in a market that values innovation and sustainability. We are committed to supporting local leadership and investing in long-term growth that benefits both our customers and the broader infrastructure ecosystem.”
DEALER’S TAKE – Jay Sankhla and Bhuvnesh Sharma, Elegante, Jaipur
Geberit has long been known for its precision in plumbing systems. Now that the brand has forayed into sanitaryware, how do you see this new range aligning with customer expectations in your region?
Geberit is a well-established brand, particularly in behind-the-wall solutions. With its entry into the sanitaryware segment, it is steadily gaining the interest and confidence of clients. In terms of performance and expectations, the brand is delivering strongly, backed by advanced technologies such as WC height adjustment and innovative basin designs that optimise space by eliminating the need for a bottle trap.
In your city, are buyers more driven by practicality or design when choosing sanitaryware? Where does this new range need to adapt its messaging to better resonate with your clientele?
In a market like Rajasthan, customers seek a balance between functionality and design, and this new range aligns seamlessly with existing preferences. With this approach, Geberit continues to resonate strongly, with the Geberit ONE washbasin winning hearts for its thoughtful design and practical appeal.
DEALER’S TAKE – Binoy, Maruthi Emporia, Bengaluru
Geberit has long been known for its precision in plumbing systems. Now that the brand has forayed into sanitaryware, how do you see this new range aligning with customer expectations in your region?
As a well-established plumbing systems brand, Geberit already enjoys strong market familiarity, making it easier for customers to appreciate its ceramic offerings. The trust the brand has built through its reliable cistern systems further reinforces confidence in its expanded product portfolio.
In your experience, what specific product features or design elements are in demand among today’s buyers, and how well does Geberit’s sanitaryware portfolio meet those evolving trends?
Rimfree designs and turbo flush technology have become essential market requirements today, and Geberit has addressed this demand well with its advanced and reliable solutions.
“Our commitment is clear: we want to grow our market through education and ecosystem development, deliver customer-centric solutions with strong technical support, create value through innovation, durability, and digital enablement, and operate responsibly by aligning with global sustainability and governance standards.