Step into a TOTO bathroom and you don’t just see design – you feel it. From the soft, warm seat to the gentle rhythm of cleansing water and silent air drying, every interaction is engineered for delight. TOTO doesn’t sell products; it crafts rituals. With Japan’s legacy of innovation and India’s appetite for refined living, the brand is not just redefining luxury – it’s awakening the senses, one ‘Washlet’ at a time.In an exclusive conversation with FALGUNI PADODE, Group Managing Editor, CW, Shiozawa Kazuyuki, Managing Director, and Kokubu Yohei, Sales Unit Head, TOTO India Industries, reflect on a decade of operations in India, their premium positioning, and why experience lies at the core of everything TOTO offers.TOTO recently celebrated a decade in India. How has the journey evolved?Kazuyuki: We began operations in 2011 and last year marked the 10-year milestone of our factory operations in Gujarat. The premium market has been a key to our growth, supported by architects and developers who see TOTO as a high-end brand. Our Washlet products have especially seen traction as awareness grows in India.Is India ready for smart toilets at scale?Yohei: Absolutely. India presents a huge potential market for smart toilets. We see steady growth annually and are now launching new models and expanding into more cities, including Tier 2 and Tier 3. We’re also offering entry-segment smart toilet products to widen adoption.What is the price range for the Washlet?Yohei: It starts at around Rs 1 lakh and goes up to Rs 3 lakh. Integrated models with seat covers and remote functions range between Rs 7,49,100 and Rs 20,55,000. The demand for luxury hasn’t slowed post COVID. Clients spend an average of Rs 10–20 lakh per household on bathroom fittings Beyond the Washlet, what does your portfolio include?Kazuyuki: We offer showers, bathtubs, full bathroom fittings and, of course, the Washlet. All our products are positioned as premium – that’s our commitment across categories.How do you benchmark against other premium brands?Yohei: We draw from over 45 years of R&D in smart bathroom technology. While we don’t name competitors, we benchmark ourselves against leading American and German brands. The depth of our experience and innovation is what sets us apart.What’s your approach to market expansion in India?Kazuyuki: Our B2B focus includes architects and specifiers. We have 120-140 dealers across India, including in Tier-2 and Tier-3 cities. Our events with local architect chapters in all major cities help us build strong networks among specifiers pan India.How do you address pricing in smaller markets?Yohei: High-net-worth individuals [HNIs] exist in these markets too. We offer smart toilet options ranging from Rs 2 lakh to Rs 2.5 lakh, including an entry-level smart seat cover at around Rs 1 lakh.What is your presence in hospitality?Kazuyuki: It is strong. We’ve partnered with luxury and premium hotels for over 15 years. As they adopted smart toilets, other hotel chains followed. Hospitality builds brand visibility and has shown positive results.What is your current sales mix?Yohei: Project sales contribute a higher volume to overall revenue compared to retail sales. Besides hospitality, we’re focusing on infrastructure projects like airports and metro stations to further enhance visibility. How do you engage with HNIs and decision-makers?Kazuyuki: Our approach in the market is architect/specifier-driven. We rely on close relationships, events, and even organised factory tours to Japan. Quality and experience are hard to convey in print, so we prefer touch and feel or technology-focused, video-based demos.What are your growth plans?Yohei: We aim to triple our India business by 2030, targeting the same premium segment. The focus is on increasing our network and offering more variety – not lower-cost products but broader premium choices.Do your products adapt to Indian conditions?Kazuyuki: Yes. Most of our sanitaryware is customised for Indian water conditions and eco-efficiency. Our flushing systems are best in class and don’t require multiple flushes unlike some others.How do you position yourself against your closest competitors?Yohei: We respect them and learn from them, but we don’t chase them. Our strategy is to maintain a curated identity. Customers have choices – we just focus on delivering the best experience to those who value it.Any challenges in the Indian market?Kazuyuki: Construction activities are often impacted by environmental bans, leading to delays and project holds. Additionally, the gap between projected demand and actual delivery from large sites has become the new normal in the Indian context. However, the competitive presence of other brands in the industry keeps us motivated to maintain our market position and continually strive to bring innovative technologies to consumers on a consistent basis.  What innovations can we expect next from TOTO?Yohei: In Japan, we’ve launched a Washlet that scans waste and provides daily health updates via an app. It may enter the Indian market in the future. We are driven by innovation and our Japan HQ is the hub for R&D, sustainability and wellness. Sustainability is a key part of our global vision, influencing everything from product design to water efficiency.Do you believe your offerings are unmatched?Kazuyuki: Other brands are catching up but we continue to invest heavily in innovation. Our history, service network and licensed dealers give us a trusted edge.Quotes“Our strategy is to maintain a curated identity. Customers have choices – we just focus on delivering the best experience to those who value it.”“India presents a huge potential market for smart toilets. We see steady growth annually and are now launching new models and expanding into more cities, including Tier 2 and Tier 3.”