Cera gets affordable

Aiming at the fastest-growing affordable segment, Cera launched its new brand of sanitaryware — Jeet; unveiled by Deepshikha Khaitan in Ahmedabad. “Jeet will capitalise on the growing need for an affordable range in sanitaryware,” said Atul Sanghvi, executive director, Cera. It will consist of basic sanitaryware such as EWCs, Orissa pans, wash basins and urinals. While Cera is well-placed in the mid and premium segments, it already has Italian luxury designer sanitaryware Isvea for the luxury segment. With the launch of Jeet for the mass segment, Cera now has something to satisfy all segments.