The Crystal group promoting the brand ARK has been
in the business of providing solutions for Water Deliverance needs for
nearly 45 years now. A one stop shop for a multitude of Water Deliverance
Solutions, ARK has over this period of time, endeared itself to millions of
satisfied customers in India, through an undiluted commitment to providing
innovative, high quality, long lasting and reliable products. When the ARK
brand of sanitary fittings began its operations from the new millennium
city of Chandigarh in North India more than 4 decades back,
it was the only brand in its category that offered all kinds of fittings for
bathrooms, washrooms and kitchens with the benefits of assured quality,
convenient features with quick and satisfying after sales service. For the
traditional householder who used ARK fittings, the brand became almost
generic to the category, and especially so when we referred to products
for the masses.
However the company behind ARK, Crystal Sanitary Fittings, has traversed
new grounds and is now an umbrella house as far as provision of solutions
for needs of Water Deliverance are concerned. Together with ARK and its
world class collaborators, Crystal offers water deliverance solutions
to all niches and classes of customers.
Crystal has an alliance with Bossini; the World No. 1
in Showers and with Palazzani, an Italian brand that produces cutting edge
Single Levers with completely automated processes for Europe. Ark also uses
original Swarovski Crystal Sleeves as Operating Knobs. Swarovski is the
worlds number one maker of Crystals their forte is that their
Crystals are absolutely free from any imperfection whatsoever. Ark is also
using Hydroplast cartridges for our high quality Single Levers and Neoperl
aerators for our products. Crystal is also distributing designer showers
from Fornara & Maulini of Italy.
ISO & ISI
Crystal is the only Major Manufacturer of Fittings in
India, which is ISO Certified, this being our 10th year of Certification now
with ISO 9001:2008; courtesy DNV, Netherlands. Our manufacturing,
development and Inspection systems keep continuous track of our products
from the Mould stage to the Product dispatch stage, making sure that what
reaches the customer is of the highest quality and is consistent and
reliable. DNV of Netherlands, a globally renowned certifier in the field of
accredited third party certification service. Crystals is committed to
consistently deliver customer satisfaction and to continually improve on the
quality of goods and service provided. Crystals management system has
been appreciated by DNV as One of the best QMS working systems in the
entire country. We also manufacture ISI fittings certified by the
Bureau of Indian Standards.
Ark Rubinetterie is an effort by Ark to bring forth
the latest in Water deliverance implements in Europe and the West to its
Indian consumers. Cirrus Doccia Gamma is a select range of Showers designed
and produced by our Swiss & Italian collaborators.
Now ARK Rubinetterie have come together with European manufacturers to
bring forth to the Indian customer a slew of exquisite Top of their Class
ranges of faucets which are about European grandeur, housing in its visage a
tough Indian Inner Core, the confluence of two qualities, which has led to
the creation of the majestic PEGASUS and the stunning HELIOS.
The Ranges offered by Crystal in ARK portfolio
include Sanitary Fittings, Bath Accessories, Showers, Concealed and Exposed
Water closet Fittings including Behind the wall cisterns, Sanitary
Essentials (connections ,shower accessories, flanges, extensions, wastes,
bottle traps, drainers ,tub fillers float valves, ball valves), Shower
Panels, Steam Rooms, Diverters, Hygieia range of Sensors and our Xenios
range which encompasses many custom made products like Timer and Sensor
based control panels for faucets, pressure boosting and water level
controlling solutions, Grab Bars, towel warmers & environmentally
controlled Storage Tanks etc.
Orchid Collection is an attempt to provide the aspiring and evolved users
tomorrows products TODAY. Best of worlds showers &
technically advanced diverters & faucets manufactured by accurate &
automated processes of manufacturing with highest quality of raw material.
Bossini products have numerous international acknowledgements such as NF,
KIWA, CSA, UPC, ACS, UNI EN 9001:2008, and ISO 14001. Single levers having
ACQUACLIMA water condition which stops water flow beyond 38 degree, pull out
showers having DROPSTOP device to prevent water through flexible housing
orifice. Orchid products include multifunction showers, hand showers, Single
lever mixers & diverters, rain showers, health faucets, shower columns,
shower rails, dream showers with LED & Chromotherapy, body jets, curtain
rods, Designer showers, curtain grills, SS panels, Sink mixers, shower
curtains & SPA concepts.
ARK sees for itself a leading role to provide new and
evolutionary solutions which are aimed at satisfying the needs of customers
related to the infrastructure and water supply conditions available in the
country. ARK aims not only to be a producer of water deliverance implements
but also envisions to act as a guide to our customers with a commitment to
assist him in his endeavour to make a good and efficient plumbing cum water
deliverance system in his home.
Crystal is located in Chandigarh, the picturesque
city that is the capital of Punjab and Haryana, besides being a Union
Territory on its own. Chandigarh a new millennium and modern city of India.
The warehouse and storage facilities are located in Panchkula, in Haryana, a
satellite town to Chandigarh, while the manufacturing facilities are spread
around the three towns of Chandigarh, Panchkula and Baddi in HP.
Chandigarh is now considered a hub of the sanitary fittings Industry;
thanks to the web spread by Crystal in terms of developing this area
suitable for Sanitary Fittings Manufacturing buy sharing technical know how
with the various vendors & other related service support industry like
manufacturers of packaging, rubber, plastic, tooling, machinery, dies,
The brass fittings of Crystal have a copper component
that is about 60% of the Alloy mix, the remaining mix being Zinc that is
about 38.5%, and Lead, Aluminum etc that are less than 1.5%. As a general
rule, for Casting, we follow IS 1264:1997 of the Bureau of Indian Standards.
Only those pieces of casted brass is processed further that are free from
any surface impurities. Standardized dies, taps, tools and mandrills are
used in machining to ensure that all products manufactured are true to
specifications. There is a team of inspectors, continuously engaged in
testing these products with their specifications. Inspection of
Fittings is a two-tier process in Crystal. Fittings are first tested, as per
IS 2500:2000 on AQL 0.25 using random sampling and subsequently online for
leakages, handle movements and surface finishes.
Crystal ensures a plated finish thickness of 0.3-0.7 microns of chrome and
10-14 microns of nickel. The ARK chrome plating has a reputation of
consistency and endurance acquired through scores of satisfied customers
over the years. ARK is consciously implementing similar rigid standards for
its premium fittings and finishes. All coloured finishes undergo a
protective lacquer coating that ensures longevity in life. Gold plating is
done through a special double coating process that ensures no oxidation by
water even after years of usage.
ARK uses rubber, plastic and silicon, components that bear the maximum
stress in most sanitary fittings, of the very highest in quality. Rubber
parts have elongation strengths of more than 350% while the tensile strength
is more than 150kgF/sq.cm.
ARK fittings are tested for smoothness of operation, alignment among
various parts, size, weight as well as flow and leakage in addition to the
points mentioned above Pressure test is done at various stages of
manufacturing ranging from 300 PSI to 75 PSI.
ARK uses polybags of 400-600 gauge, corrugated boxes of 3-5 ply having
bursting strength over 9 and lamination on boxes in its packing. Heavier and
premium fittings are packed in socks, bubble polybags and Thermocol boxes.
Empty spaces in boxes are being filled by air inflated polybags to avoid
damages in transit.
A Hi-Tech lab has been setup to conduct from all lots of manufacturing,
thickness of Nickel & Chrome, Adhesion of Surface coating, Heat test for
Surface adhesion, Bursting strength test for corrugated boxes, chemical
composition tests for Brass, torque test for casting thickness, water &
oil tests for rubber, High pressure testing or all concealed fittings, Flow
tests for Exposed fittings.
All ARK products bear a Warranty of 7 years against manufacturing defect &
electronic products for 1 year.The service wing works diligently to provide
customer satisfaction with the minimum possible time lag.
Mrs. Gauri Singh, a Civil Engineer, Managing Director
of Crystal, supervises all major operations of the corporate office,
relationships with dealers and sales force & finance. She possesses the
virtues of an uninhibited zeal and immense enthusiasm for work and has
charted out new courses for the company thanks to her global vision and a
deep desire to succeed.
Mr. Sukhjeet Singh, a Mechanical Engineer & MBA Marketing, Director
(Strategy & Development) is responsible for the development of product
ranges, modification of existing products, training and development of
personnel, Operations of Manufacturing units, Commands staff for approvals
like ISI, ISO & other mandatory departments, Monitoring of service wing ,
Channelisation of marketing & project workforce and other general
Mr. Amit Khanna, a Mechanical Engineer, President (Purchase &
Technical) with a vast experience; looks after vendor development (domestic
& Foreign) and relations, Production planning, Purchase Planning,
warehouse operations, and all other commercial activities like Monitoring
Order Processing, Guidance to handle Transporters& Inputs in Technical
development & enhancement.
Put together, the top management of Crystal has more than 3 decades worth
of experience in the manufacture of water deliverance solutions.
STAFF & WORKFORCE
Crystal has Assist. General Managers looking after
the various departments like Marketing, Finance, Commercial, and Technical &
HRD. For Marketing, Crystal has divided India in eight zones. Sales head in
each region of the country have area sales manager for every important
territory in the region and sales representatives as well as project
representatives who report to them. The sales staff is supported by several
locally placed service technicians and plumbers who are constantly on toes
addressing customer queries, and advising dealers, customers and sales staff
on the latest offerings from Crystal's stables, their fitment procedure,
functions, benefits and their ideal places of installation.
Crystal has always shared a very warm and cordial
relationship with its dealers. The most important feature in this
relationship has been the concept of an extended family that the company has
espoused to share with them. It is a known fact in the Indian sanitary
fittings Industry that the dealers of Crystal earn the highest margins in
this product category. The ARK dealers are our torch bearers and the main
access point of our product the companys circulatory nerves &
This has been possible because Crystal has always pursued policies that
seek to establish a mutually beneficial relationship with the dealers.
Instead of indulging in anti-customer activities like Image building Crystal
has always put the dealer at the top rung in most of its marketing related
efforts along with the customer. This has lead to division of benefits
across all parties associated with Crystal brands.
The company plan to stick to this strategy in the future too, by providing
the customer innovative and high quality products, and by rewarding the
dealers as well as the intermediaries for the key roles played by them in
bringing the brand close to the customer.