The following is the edited transcript of the conversation.
Aradhana Seth [AS]: What does Johnson stand for, in terms of a brand and lifestyle?
Sarat Chandak [SC]: Johnson was established in the United Kingdom in 1901, and came to India in 1958. The past 64 years have represented the confidence of the consumer culture in our renovations over the years.
The meaning of ‘Lifestyles’ has evolved over the years, and today it has more to do with health and hygiene than anything else. Not just of individuals, but also for the environment, through ideas of sustainability. There has been a paradigm shift from prioritising aesthetics to cultural and environmental sensitivity. In a nutshell, the ‘lifestyle’ that Johnson provides encapsulates these ideas of hygiene, health, safety, sustainability, and societal choices.
As an organisation, we try to stay as transparent as possible, not just with our customers, but also with our employees and vendors. This allows us to maintain good relations with everybody involved in our processes, ensuring equality of opportunity and outcome to all.
AS: How has the engagement with architects and designers grown with over the years? Are there any steps you
have taken to strengthen this communication gap?
SC: The architectural fraternity has been fundamental in the progression of home interiors, planning and the construction industry, and for this reason, we have developed numerous systems which allow us to connect more deeply with designers. One such initiative was the development and construction of our experiences centres around the country, where we can elaborate on the mechanics and functions of our products, and answer any queries a designer might have.
A special ground team, which is in constant touch with the architectural fraternity has also been set up by our company, continuously engaging with architects to understand what the relevant trends are, and how the market is evolving. By ensuring a healthy feedback loop, we have broken new ground by producing innovative and collaborative products in the last few decades.
AS: What inspires the wide range of H & R Johnson products in the market today?
SC: Today, we offer more than 5,500 designs and products, across tiles, sanitary ware and fittings. Our rational has always been very clear – to create functional and aesthetic products which cater to the needs of the average consumer. Post the 2000s, the consumer culture also has changed, and younger people are more interested in designs and products from across the world. The digital age has also bombarded everybody with the design sensibilities and ideas of the west – and a lot of these sensibilities are now desired in the Indian markets as well.
Our aesthetics also span a diverse variety; including contemporary, heritage, gothic, sustainability, and traditional values. Our innovations in this regard are not purely scientific and functional – we are also innovating and exploring different design aesthetics, and I think we will continue to do.
AS: How do you plan to fuse these ideas of functionality and aesthetics?
This is a tricky question – as these ideas of ‘functionality’ and ‘aesthetics’ are also constantly changing. This is a natural occurrence in design – aesthetic and functional trends will keep changing in tandem to the way our world evolves. Especially in India, the development of our economy started much later than most of the western economies. Today, the growth is happening very quickly, and the design trends always follow the economic landscape of the country. Our technology is also at par with the developments around the world, and we are not behind anymore.
I believe the right way for brands to address this challenge is to follow a similar process that Johnson follows – constantly tracking and studying the trends in the industry, and innovating with our products to ensure these patterns are properly addressed. By understand the needs and the way these needs change, we can effectively calibrate our design solutions to always be prepared to offer whatever the consumer may desire.
AS: What are some of your thoughts on the future for H & R Johnson?
Although Johnson has led India’s tiles and sanitary business, we are always looking for ways in which the company can evolve. It is not just the values that make any company, but also the way these values are sustained and nurtured over a prolonged period – generation after generation.
The 21st century has marked the start of the digital age, and we are moving towards integrating this throughout all our systems. For example, we recently launched a digital store, which allows users to experience a fully-functioning store from the comfort of their own homes, while being guided by our team.
During the execution of any project, we found our clients would make multiple trips to the store to asses, evaluate and choose between numerous tile options. After the pandemic, we were forced to devise new solutions for people to experience our products – and what better way than to provide an opportunity for users to select from our catalogue through a virtual experience which allows you to digitally walk through our store with the help of a guide, who is always available. These are just a few examples of the many paths H & R Johnson is going to explore over the next few years.
There is also a huge problem of serviceability in our field. Customers are happy to pay for good quality products, but there is no standardised system of services offered for these products. We know that many small things can lead to inconveniences with such products over the duration of its life, and Johnson has seen this as a great business opportunity – to not only sell products, but also the services that come with it. This will make the customers happier too, ensuring a sense of security with their products, even if by any small chance something goes wrong.
Further, we are also designing systems by which we can train masons, plumbers, and other engineers to become comfortable working with our products. Various initiatives are actively running in the country today, helping us create an ecosystem in which all aspects of the process of buying, laying, and servicing the tiles can be smooth and efficient. It is a long and slow process, but I believe the industry recognises the importance of this, and is going to participate in a big way.
Aradhana Seth is a filmmaker, production designer, visual artist and producer. She art directed the films The Darjeeling Limited, London Has Fallen and The Bourne Supremacy. As an artist she has had solo shows at Gallery Chemould, Mumbai and Sunaparanta, Goa. Her work has been exhibited with Andrea Anastasio at Istituto Italiano de Cultura, New Delhi, and at the Thyssen-Bornemisza Art Contemporary in Vienna Grosvenor Gallery, London, Vadehra Art Gallery and Khoj, New Delhi and Clark House, Mumbai.
Sarat Chandak completed his B.Sc. (Hons.) in Sambalpur University, and he then went on to achieve a MBA in Marketing from Pune University. After joining Prism Johnson Limited in November 2018 as Chief Executive Officer, he is currently the Executive Director and CEO of H & R Johnson (India).
