HSIL, a sanitary ware company, and makers of Hindware have launched a new super-premium brand ALCHYMI. In a first of its kind association, the new brand has collaborated with the leading fashion designer, Manish Malhotra to design bathroom suites. “We found from our research that consumers were looking for contemporary designs that would complement their lifestyle. Therefore, we decided to collaborate with Manish Malhotra. He would guide the workmen at the studio and together they ended up creating these beautiful bathroom suites.” -Mr. Manish Bhatia, President, Building Products Division, HSIL Limited. The designs were received well and in fact, in the first 60 days they already had 100 high end retail shops selling these across India. The company, listed on NSE and BSE, has ten manufacturing units located across India. HSIL has over 57 years of expertise in making quality sanitary ware and bath fittings with a distribution network of 3,000+ dealers and 20,000+ retailers. In addition, HSIL Limited has also launched their digitally integrated Lacasa concept store, a one stop shop for all type of buyers including architects and interior designers to hand-hold them through their design journey. The showrooms have digital Integration at every point for easy selection of products where consumers are provided with a smart device to capture their favourite products and then drop all of them into a smart screen for consultancy and for building their dream bathroom. Once they have chosen their bathroom a virtual reality tool would help them get the feel of what it would be like to walk through the bathroom.