This evolution is deeply rooted in what he terms a convergence of rising aspirations, global exposure, and digital fluency. For Nirupam, it’s not enough to keep up with trends. “We aim to inspire and shape them at Hindware,” he says.

At the heart of this transformation is a young, urban audience. Nirupam notes that this demographic is defined by three clear preferences: individuality, intelligent functionality, and ecological responsibility. This is one of the core reasons behind Hindware’s strategy to address demand - redesigning its product language to reflect contemporary minimalism, while ensuring functionality through smart, space-conscious design.

“Our latest collections feature sleek silhouettes, matte finishes, and a palette that ranges from earthy tones to striking monochromes,” he explains. It’s a language tailored to resonate with millennial and Gen Z homeowners navigating tight urban footprints without compromising on style or substance.

Beyond these contemporary, space-efficient designs, Hindware also caters to a broader spectrum of discerning customers with a passion for personalized luxury. From vintage bridge taps to rose gold single-lever designs, this collection caters to India’s rising appetite for personalised luxury. It blends innovation with opulent design: timeless aesthetics, modern functionality, and sustainable features. “These are not just visually striking – they are engineered for performance and water efficiency,” says Nirupam.

Where technology meets the elegance of bathroom design, Hindware and Nirupam’s vision is one of seamless integration. “We follow a ‘design-first, tech-enabled’ philosophy,” he shares. Rather than letting technology dominate, Hindware seeks to embed it discreetly and meaningfully.

This philosophy finds form in innovations like the iPro Smart Toilet, which offers automated flushing, deodorisation, and temperature-controlled seating - all within a sleek design. Touchless faucets, digital spa showers, and IoT-enabled water monitoring systems also make up the brand’s growing smart portfolio. Each solution, as he puts it, is “intelligent, elegant, and enduring.”

In a marketplace teeming with options, Hindware’s strength lies in the interplay between legacy and innovation. Nirupam distils the brand’s enduring appeal into three pillars: innovation, trust, and customer experience. “We don’t just follow trends - we anticipate them,” he says. The brand's longstanding reputation for quality serves as its unique edge, providing a foundation of credibility that allows us to seamlessly blend modern design aspirations with the assurance of reliable performance.

That foresight extends to customer touchpoints. Digital tools like Hindware’s Bathroom Visualiser enhance the buying experience, allowing users to imagine, select, and customise their bath spaces from the comfort of their devices. “We want every interaction with Hindware to feel personal, seamless, and inspiring,” says Nirupam.

While metropolitan India continues to be a hotbed for design-led, premium offerings, Nirupam is particularly excited about the growth potential in Tier 2 and Tier 3 cities. “Aspirations are rising in these regions, and access to quality bathware is becoming a priority,” he notes. “The next wave of growth will come from these cities where aspiration meets access. We want to be the first choice in every Indian household, not just the metros.”

To tap this opportunity, Hindware is expanding its distribution network, introducing region-specific products, and establishing Experience Centres that cater to local tastes. The company’s dual strategy - premiumisation in metros and democratisation in emerging cities - positions it uniquely in India’s rapidly urbanising landscape.

For Nirupam, Hindware’s heritage is a strong foundation that provides an opportunity to reach greater heights. “Our legacy gives us the confidence to innovate boldly,” he says. “Legacy gives us stability, but innovation gives us velocity. We are building Hindware to be a brand that leads without losing its roots. Internally, this culture is cultivated through empowerment and collaboration - encouraging rapid prototyping, cross-functional ideation, and partnerships that bring global insight into the fold.”

Whether it’s a collaboration with Sweden’s Altered for water-saving nozzles or an academic tie-up with IIT Madras, Hindware innovation focused collaborations are nurturing future-ready solutions. “Honouring our past gives us the clarity and courage to shape what’s next,” Nirupam affirms. “You can’t innovate in isolation. We encourage our teams to explore, collaborate, and challenge the status quo, while always staying true to our values.”

Yet, the focus on sustainability remains uncompromising. From aerator-equipped showers to dual-flush systems and touchless urinals, water conservation is a thread running through Hindware’s innovation. Its manufacturing plants employ rainwater harvesting, zero-liquid discharge systems, and energy-efficient practices. “Sustainability is not a trend - it’s a long-term commitment,” Nirupam asserts. “Our responsibility is to future generations - and that starts with creating products and systems that use fewer resources and last longer.”

Away from boardrooms and product roadmaps, Nirupam finds his balance in family time, reading, and quiet walks. He is also a self-confessed quizzer and foodie - passions that reflect his curiosity and love for exploration, traits mirrored in his leadership approach.