Prince Pipes and Fittings Limited makes inroads into bathware products by acquiring Aquel Bathware in March 2024. Mr. Parag Chheda, Joint Managing Director, Prince Pipes and Fittings Limited, revealed during an exclusive interaction with Tube & Pipe India that the company is looking forward to capturing the East Indian markets with its new 48,000 MT facility at Begusarai, Bihar worth INR 220 crore.
Tube & Pipe India: Can you elaborate on the strategic rationale behind acquiring the “Aquel” brand and how it aligns with Prince Pipes’ long-term vision?
Parag Chheda: Prince Pipes acquired an iconic brand – Aquel Bathware in March 2024, which has now been re-branded as Aquel by Prince. The transaction is a strategic and financial fit that has brought significant synergies and market opportunities along with a state-of-the-art facility.
The erstwhile Aquel was a legacy brand equity with homeowners, interior designers, architects and builders across India. Their technically advanced plant supported by modern manufacturing processes and robust quality control infrastructure, coupled with the operational strength of Prince, presented an exciting opportunity to scale our Bathware portfolio.
Today, Aquel by Prince has made good progress and continues to steadily expand its footprint with an expanded presence of new showrooms across India. The brand is now present across, North, West, and South regions of India, across several retail touchpoints as our bathware products continue to make deep inroads into key tier 2 and tier 3 markets.
TPI: Please tell us about your expansion of the Bihar facility. What level of investments are you making and how will it enhance your production capabilities?
PC: Our integrated manufacturing facility at Begusarai in Bihar is likely to be commissioned in Q4FY25-26 and will be the eighth manufacturing facility of the company producing a range of polymer pipes and fittings, including UPVC, CPVC, PPR and HDPE pipes. The plant will go onstream from Q1FY26-27, which will cater to rising demand in East India, a fast-growing market in the country. The estimated capital expenditure in the Bihar facility is approximately INR 220 crore for the proposed capacity of 48,000 MT of pipes and fittings.
TPI: What is your product portfolio? What specific technologies or innovations do you incorporate in your products to enhance product quality and stay ahead of your competitors?
PC: For over four decades, our vision has centered on revolutionizing India’s water infrastructure. Our focus on innovation allows us to actively address the needs of consumers across pipes and now with our bathware products led by Aquel by Prince. With a robust portfolio encompassing pipes, water tanks and bathware, we are looking to not only consolidate our industry presence but are also excited to contribute to India’s growth story. Within the industry, Prince has one of the largest portfolios with over 2400 SKUs spanning segments like plumbing, industrials, sewerage & drainage, agriculture & borewell, underground, water storage tanks, cable protection, surface drainage and PTMT tapware.
Versatility is another key aspect of our product portfolio, catering to a wide range of applications. Our offerings include plumbing systems like Flowguard Plus CPVC for hot and cold water, Easyfit UPVC for potable water distribution and Greenfit PP-R for industrial piping. We also have specialized solutions such as Silentfit for low-noise drainage, Corfit for underground double-wall corrugated piping and Aquafit for agricultural needs. This extensive range ensures that Prince Pipes can meet diverse requirements across residential, commercial and industrial sectors.
We continually adapt to evolving needs and trends, introducing new products that adhere to international standards. For example, Prince Onefit, engineered with Corzan CPVC Technology, stands as an exemplar for industrial use. This product offers high-quality, corrosion-resistant solutions, ensuring operational continuity with minimal downtime. In our modern plumbing vertical, products such as Skolan Safe, HT Safe and Hauraton represent the breadth of innovative products introduced to the Indian market through global partnerships. The introduction of these products shows our commitment to bringing world-class solutions to India and addressing the country’s evolving infrastructure needs through products that offer top-notch technology and performance.
TPI: Prince Pipes leads the race when it comes to brand positioning. What marketing initiatives does your company take to strengthen its competitive position in the pipe and fittings industry?
PC: Our purpose is to empower families and builders of the nation with robust and versatile infrastructure solutions with sustainable growth and trusted products that can elevate living standards.
We also launched Udaan 2.0 – an updated loyalty program exclusively for plumber associates. Udaan 2.0 urges plumbers to join the platform that offers exciting cashback incentives on every purchase, while members also enjoy exclusive discounts and benefits. We continue to create impactful social media campaigns highlighting aspirational journeys in the lives of plumbers registered with Udaan.
Keeping in mind changing times, Prince conducts skill enhancement workshops for plumbers and imparts training on new products & technologies. Every year, World Plumbing Day is commemorated through a special marketing activity. Recently, Prince Pipes was recognised among the top two most desired brands in the pipes category – as declared by TRA Research in its most desired brand, 2024. This recognition marks an important milestone for the Prince brand. As you would know, TRA Research’s annual rankings are highly regarded by the industry, providing valuable insights into consumer perceptions and preferences for over a decade.
Over the past 40 years, Prince Pipes has built a formidable brand and we will continue to be aggressive in further strengthening it.
TPI: Please share your views on the Indian vis-a-vis the global plastic pipe industry. What is the role of the Indian government in the growth of this sector?
PC: The Indian pipes and fittings industry is well-placed for long-term growth. In India, the demand for water supply and water management infrastructure, with pipes as the primary component, is significantly high and has a vast scope for expansion. According to estimates, the plastic pipe industry is expected to report a volume CAGR of 10-12 percent between FY2023 to FY2028. This projection considers favourable resin prices, potential revival in the urban real estate sector, and the Government’s emphasis on boosting farm income & advancing infrastructure development.
The Union Budget 2025 announced the extension of Jal Jeevan Mission until 2028, with an increased total outlay aiming to achieve 100 percent coverage of portable tap water connections across rural households. It was reiterated that since 2019, 15 crore households representing 80 percent of India’s rural population have been provided access to portable tap water connections under the Jal Jeevan Mission scheme.
Additionally, the Government plans to sign separate MoUs with the states and union territories to ensure the sustainability and efficiency of water service delivery, reinforcing its commitment to a water-secure future for all. This augurs well for the pipes and fittings industry, which plays an active role by bringing innovative solutions and technologies.
To capture the long-term demand trends, we are implementing several growth-oriented strategic efforts like brand positioning across different audiences, strengthening channel partnerships and expanding manufacturing at key plants, including our latest facility at Bihar, which will go on stream by April 2026.
TPI: Please shed light on the factors contributing to the growth of the Indian plastic pipe industry.
PC: The Indian real estate industry is a significant growth driver for the pipes and fittings industry. The activity of new real estate launches has seen a significant increase over the last 2-3 years, which is expected to result in a robust demand for pipes.
India’s population is expected to surge to 1.55 billion by 2034 with an estimated 42.5 percent of the population residing in urban centres. Consequently, India’s existing rural and small towns are set to transform into mini-urban towns and the burgeoning urban population is set to generate demand for housing in India, especially in cities.
A changing lifestyle has also led to greater consumer awareness. With growing aspirations for a better lifestyle, people are becoming more conscious of better quality and branded products, leading to a surge in demand.
Such demographics and movement in the real estate industry as well as growth in Indian infrastructure augur well for the Indian pipes & fittings industry, expanding the industry’s potential in the long term.
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TPI: How do you see the company’s vision being implemented through core focus areas?
PC: At Prince Pipes, our vision is to lead the industry and strengthen India’s water infrastructure through innovation and adaptability. We are committed to embracing cutting-edge technologies and introducing groundbreaking products and solutions that set new industry standards.
The core focus areas for our future growth include innovation & technology, customer centricity, sustainability & social responsibility, and leadership & culture.
We adopt and integrate innovative and sustainable technologies to stay ahead in the industry. We will continue to develop and launch new water-related products that push the boundaries of what is possible.
We prioritize understanding and meeting the unique needs of our customers to deliver high-quality products and exceptional services. We are expanding our partnerships with distributors, retailers and digital commerce marketplaces that enable us to grow together.
We conduct our business ethically and make every effort to minimize our environmental footprint. Every year, we engage in initiatives that give back to the communities where we operate. Through our CSR activities, we continue to strengthen our brand ethos through a commitment to sustainability, positioning ourselves as industry leaders.
We foster a culture of collaboration, creativity, and empowerment among our team members. Recently, we were acknowledged as ‘A Great Place to Work,’ which signifies that our company has an ambient work culture, high employee satisfaction and advocates sustainable business success. We encourage leadership at all levels to drive the company towards achieving its goals.
By focusing on these key areas, Prince Pipes aims to achieve sustainable growth and strengthen our position as an industry leader.
