When the Late NL Mehra started his bathroom fittings business in Delhi in 1960, he knew it would be an uphill task. At that time, faucets, taps, and valves were a new industry and were sold as commodities. Nobody saw the value of branded bathroom fittings.
NL Mehra launched a brand named Essco and began building a value-for-money range in the highly unorganised market for bathroom fittings.
He would manufacture the Essco products at a unit in Haryana and sell them with a ten-year warranty. It was a scheme practically unheard of during those times as traders weren’t held accountable for servicing unbranded bath fittings.
Following this customer-centric approach and relying on the founder’s hard work and determination to grow, Essco became reasonably well-known in the market. It reached Rs 30 lakh annual turnover by 1985.
But that was just the beginning of the story for the small bath