Hindware launches new super premium brand – ALCHYMI

Bathroom products major, Hindware, announced new business initiatives today with the launch of its super-premium brand- ALCHYMI- curated by India’s leading designer Manish Malhotra. The company also launched a new TCV campaign with brand ambassador Shahrukh Khan. With a 57 year long legacy, the company plans to refresh its brand identity and announced 10 new digitally integrated state-of-the–art revolutionary concept store ‘Lacasa’ and 400 brand stores to be opened in next 20 months with an aim of doubling their growth. HSIL inaugurated its first Lacasa store in Vile Parle, Mumbai which will offer one stop place for architects, interior designers, business buyers as well as homeowners a real time experience of the offerings by all the brands under HSIL- Qeuo, Alchymi, Hindware and Amore. It will be a 4,000 sq ft showroom. The company will invest aggressively in setting up 10 new Lacasa and 200+ Galleria stores across the country by 2020. Sandip Somany, VCMD, HSIL Ltd said, “Hindware has been at the forefront of innovation for close to six decades. We have given many firsts to India, be it EWC couple closet Unitas, EWC one piece water saving star rated products, Rimless, Nano WC with 1.5 litres flushing, etc. Today with rapidly changing times, improved technology and product innovations coming into category, bathrooms are becoming more personalised yet complex.”