Jacob Delafon has been brought in by the Delhi-based FCML Projects, hitherto a supplies company catering to the hotel industry. With Jacob Delafon's launch, FCML is making a first time foray into the retail market in India. The two have signed a strategic alliance whereby FCML will be the sole and master franchisee of Jacob Delafon and will look after its entire marketing, distribution and branding exercise in the country.

``Jacob Delafon has already acquired the identity of being in the forefront of bathroom innovation expertise and the strategic alliance with the company was therefore a conscious and well weighed decision,'' says Abhinav Khandelwal of FCML Projects. The French brand is believed to have a 25 per cent market share in the European market and is present in 65 countries. The brand has been launched in Delhi and Mumbai so far and is soon going to be introduced in Jallandhar and Ludhiana. A phased launch is being planned in Chennai, Bangalore and Hyderabad after October this year. The company plans to appoint two dealers and a `boutique-cum-display centre' in each city. The display centre will not be a point of sale but will only assist/guide consumers in design and display.

Targeted at the top end of the market, Jacob Delafon products-starting with a range of five models-includes wash basins, vanity tops, bathtubs, cabinets and showers priced between Rs 18,000 and Rs 1 lakh. ``It's a niche market but there's a definite demand for such products,''says Khandelwal. Apart from targeting consumers directly, FCML will also target professional designers and architects. FCML has invested about Rs 2 crore so far and expects to achieve a turnover of Rs 4-5 crore in the first year of the launch. The company will soon start advertising the brand through print medium and will also reach out to its select target audience through direct marketing.