GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, today launches Matte Black Ceramics in India, responding to growing consumer demand for sophistication and sleekness beyond white ceramics. With this launch, GROHE extends matte black ceramic finish across its entire bathroom range in both GROHE and GROHE SPA portfolios, delivering India’s maturing design appetite with the same engineering quality synonymous with GROHE, now in a matte black ceramic finish.
For decades, white ceramic has been the standard choice in Indian bathrooms, representing cleanliness and neutrality. However, as Indian consumers seek more personalized and lasting choices in their homes, the brand is introducing matte black as an option that offers sophistication and visual cohesiveness. The launch responds to a shift in consumer preference from safe neutrals to colours that bring character and timelessness to bathroom spaces.
Speaking on the launch, Priya Rustogi, Leader (Managing Director), India, LIXIL IMEA, said, "Indian consumers today want bathrooms that reflect their personal choices rather than follow standard formulas. Customers are moving away from safe neutrals and looking for timeless colours that bring character to their homes, and Matte black addresses this need. It offers sophistication through restraint and allows consumers to coordinate their entire bathroom in a single finish. With this launch, GROHE brings matte black ceramics to its trusted GROHE and GROHE SPA portfolio, enabling homeowners to create cohesive, design-forward bathroom spaces where colour becomes the defining element of the experience."
The launch also reflects a broader cultural shift. Consumers are choosing restraint over excess, depth over display, and intentional design over decoration. In that context, Matte Black arrives as a definitive colour profile, that caters to Indian homes that have an appetite for quiet luxury and more mindful consumption. By reducing trend volatility, elevating ceramics into design objects, integrating hygiene performance with aesthetic precision, and enabling seamless coordination across price tiers, GROHE positions matte black as a fundamental for thoughtfully designed living spaces.
About GROHE
GROHE is a leading global brand for complete bathroom solutions and kitchen fittings. Since 2014 GROHE has been part of the strong brand portfolio of LIXIL, a manufacturer of pioneering water and housing products. In order to offer “Pure Freude an Wasser”, every product is based on the brand values of quality, technology, design and sustainability.
The brand offers life-enhancing product solutions as well as services with its dedicated portfolios GROHE QuickFix, GROHE Professional and its premium sub-brand GROHE SPA. All cater to the specific needs of GROHE’s professional business partners and their differentiated target groups.
With water at the core of its business, the brand contributes to LIXIL’s Impact Strategy with a resource-saving value chain: from CO2-neutral* production, the removal of unnecessary plastic in the product packaging, all the way to water- and energy-saving product technologies such as GROHE Everstream, a water-recirculating shower.
*includes CO2 compensation projects, more on grohe-x.com/sustainability.
About LIXIL
LIXIL (TSE Code 5938) makes pioneering water and housing products that solve every day, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes.
But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including INAX, GROHE, American Standard, and TOSTEM. Approximately 53,000 colleagues operating in more than 150 countries are proud to make products that touch the lives of more than a billion people every day. Learn more at www.lixil.com.
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