Beef Vindaloo

Amidst the hype and hoopla surrounding luxury and super premium brands launching in India, one brand sits alone. The company is a small firm from Milan in Italy and unlike their rivals and competitors, they have resorted to the simple brand title of Eau de Toilette. As every international company would agree, the secret to success in India is identifying with the local needs and thereby localising your product. That is exactly what Eau de Toilette has done by marketing in India under the brand, Toilet Water.

“We had to find something that the Indian population could identify with,” said Gianni Romvertolleni, the man behind the Toilet Water brand, “what we have found is that the aspirational market in India is burgeoning and they do not like to be tied down by what they perceive to be heavy international names.” Romvertolleni said that this target audience want to spend on luxury brands but they want it to reflect an aspect of their personality and lifestyle. “In India, bathroom habits are something that people are proud of and it is a social event,” he said, “there is a reason that India is the only country where people will perform all private bathroom duties in public and as a family.” He said that it is a sense of community that brings people together. “We wanted to tap into this sense of community by offering our scent of community,” he added.

Today, Toilet Water does not figure in the immediate recall value of most people but their sales figures speak for themselves. “In the last 12 months, we have seen a steady growth of 11% month on month,” said Romvertolleni. The company prefers direct contact with their consumers rather than spending money or promotional parties or advertising campaigns. Toilet Water encompasses the entire bathroom experience and despite the price tag is looking forward to another successful year. “As long as people respect their public bathroom duties, we will always have a place in their lives,”

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