Crystal operates two brands in the Indian domestic market of Sanitary Fittings. ARK, the mass brand offers ‘traditional and modern’ Water Deliverance solutions to the average Indian as well as elite consumers. Orchid International, its other brand offers top of the line Water Deliverance solutions that cater to the requirements of the upper classes.
ARK offers six mass ranges in its product portfolio namely – Cadet, Olive, Cadet F/F, Supreme, Cascade and Tulip. Many of these ranges are available in a myriad permutations and combinations of Operating Knobs and Movement (F/T, H/T or Q/T). After the economy class products ARK offers Mini Collections – a sub group of three ranges in Q/T movement and with extremely attractive and contemporary Operating Knobs at very affordable prices. Next in line are choices in Single Lever fittings in five distinct ranges and designs. Syncromix is of the Classy Looks – the very basic range of Single Levers; Monarch offers Single Levers in the same theme as Q/T fittings in its range; a pattern that is also followed in Sapphire and Garnet Collections, ranges that additionally offer umpteen choices in features and functions for all categories – be it bath, kitchen, washroom or basin. Mini Garnet also offers Single Levers that match beautifully with the Q/T fittings in its range. In between, the middle level Mini Collections and the elitist Single Levers, ARK offers time tested premium fittings in Era Queen, Majesty Popular, Majesty and Era Collection.
The past few months have added a completely new dimension to the ARK portfolio. Lets now look at these latest developments:
Sensor Taps and Hand Driers: We have launched ARK ‘Sensible devices’ under the Hygiene/ Water saving category. The Sensor Tap and the Hand Drier work on the “touchless performance” concept. The sensor tap comes with a dual power pack, i.e. it has options of both AC as well as DC connectivity. The battery is rechargeable which means that the ARK Sensor Tap literally never stops functioning! The Hand drier too works on the sensor technology and is ideal for public/ guest washrooms where a sense of hygiene is always an issue. The Sensor Tap and Hand Drier are available together as a set, as what we are calling “the hygiene pack”.
Era Crystal: A very prestigious collaboration that we have finalised is with Swarovski of Austria, to use their Swarovski Crystal Sleeves on our Operating Knobs. Swarovski is a World number one Company in the field of Crystals. As embellishments, Swarovski Crystals add a unique elitist elegance to the products that they adorn and if you thought Gold, Platinum or Silk Appeal was now a past fad, think again! Era Crystal in Full Gold, Silk Appeal Gold or Platinum Gold combinations with Swarovski Crystals embedded, looks simply stunning. If people can spend thousands on tubs and Jacuzzis, surely they can spend far less on possessing an Era Crystal fitted bathroom in Silk Appeal Gold and get ten times more ‘prestige value’ in the bargain. Era Crystal is truly a Range de Royalé.
Modern Water Closet Fittings: In addition to 181/187, ARK now offers you three more Flush Valves:
1. 281, a Concealed behind the wall F/V that has 1” Inlet and Outlet and has a built-in angle valve as well. What a customer gets to see is just a Flange and the extremely easy to operate ‘Push Button’.
2. 261, a ‘Cadet’ F/V that again has 1” Inlet and Outlet but is ‘Exposed’. This one is for the budget customer.
3. 291, Sleek
‘Economy’ Water Saving taps: In addition to Sensor Taps we are now also giving Auto close Taps in ‘Spring back technology’. As of now Bib, 304 (improved design) and Pillar, 202 are available in this category.
Combination Taps: Another very important addition in our portfolio, Combination taps allow you to choose between Fresh water supply and Cold Storage tank supply for mixing with Hot water. They are very easy to install, use a very simple and easy to understand technology and are available in all ranges that have Divertors. So now a customer need not worry about ‘wastage’ of Stored water when Fresh water supply is still on, even when he needs mixed water.
Concealed Mixers: A category that falls between traditional mixers and Divertors, Concealed mixers have the benefit of behind the wall fitment with only operating knobs being exposed. They look very sleek, have better Flow Rates than ordinary diverters and save on space.
More in Quarter Turn: Ark offers more ranges in the sophisticated Q/T technology:
1. Economy Q/T: Apart from Mini Collections, we now offer Cascade and Tulip in Q/T as well. Ideal for projects and anyone seeking the benefits of Q/T movement at lower prices, Cascade and Tulip in Q/T offer a customer conventional visage, but combined with advanced technology.
2. Classic Q/T: Era Queen, Garnet and Mini Garnet are now available in ‘Classic’ variations. Classic Queen is Era Queen in Q/T; Classic Garnet is Garnet with ‘head cover (tickli)’ handle and Mini Garnet Classic comes with a lever handle instead of the Quadrate handle.
Orchid International, the sister brand of ARK offers, Bossini World No. 1 Hand Showers, Overhead Showers, Slide Rails and Shower Columns and Grundfos Pumps to the upper classes. Bossini, an Italian brand is used by the who’s who of Europe and America and is the leading Shower Manufacturer worldwide. Domestic distribution of Bossini is available only with Orchid. Grundfos, a Netherlands company has an OEM tie up with Orchid for distribution of Booster/ Pressure Pump solutions.
Palazzani Single Levers: The latest news from Orchid is the introduction of an Inimitable range of Italian Single Levers from Palazzani of Italy. Like Bossini, Palazzani fittings are made in state of the art plants in Italy using precise to the point CNC machines and automated processes. Palazzani was amongst the first in Europe to bring out the Red Hot Kubik Range, Single Levers that are designed around the ‘Cube’ concept. Other ranges of Palazzani that Orchid offers are Maranello featuring the delightful ‘Joystick’ technology, Riviera and Proxima. All Single Lever ranges of Palazzani have options in Thermostatic technology.