Grohe, Germany- Premium bathrooms
Global Brand Localisation

Grohe, Germany – Website User Interface Research and Design

The Goal: 
Positioned Grohe, Germany’s premium bathroom fittings brand, for India’s budget segment by blending quality with affordability, strengthening local sales and customer confidence.

Research and insights

Finding the issue
  • India’s bathroom fittings market is growing rapidly, driven by urbanisation and rising home ownership.
  • Grohe needed to break into the economy segment to capture budget-conscious consumers.
  • Conducted user research and competitor analysis to uncover pain points and preferences.
  • Insights guided website improvements and product positioning for the Indian market.

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    Planning & iteration

    TO THE DRAWING BOARD
  • Indian customers often hesitate to engage with super-premium models, feeling they are unaffordable or out of reach.
  • The website and product messaging needed to be toned down and localised to appeal to budget-conscious users.
  • Focus was on making premium quality feel accessible without diluting the brand.

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    Design Execution

    A two-way design system
  • Designed a simple, easy-to-use website focused on clear navigation and product discovery.
  • Created a mobile-friendly version to cater to India’s majority smartphone users.
  • Highlighted affordable product ranges while maintaining Grohe’s premium brand identity.
  • Incorporated filters, pricing transparency, and guides to make browsing and purchase decisions effortless.
  • Visuals and layout were localised to resonate with Indian homes and lifestyles.

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    Trusted German quality, localised for India.

    Impact

    Research and insights
  • Sales at local dealerships increased by 20% following the launch of India-focused product ranges.
  • Entry-level models were widely adopted, with customers trusting the brand due to Grohe’s premium German quality.
  • The redesigned website and product positioning successfully made premium quality feel accessible to budget-conscious users. (Grohe awards 2023 pictured)

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