´The Indian tile market has become open to innovation,´ says Santosh Nema, Chief Executive Officer, RAK Ceramics (India) as he speaks about the company´s plans to lead with innovation and new technology.
Throw some light on the Indian tile industry?
The Indian tile industry is estimated at Rs. 20,000 crore and growing by nearly 30% every year. It is largely unorganized with only 25% organized and 15% semi-organized players. RAK currently has 7% of the total market share. The Indian tile market has become open to innovation. The conventional size of 600 x 600mm is giving way to larger size of 800 x 800mm and 1000 x 1000mm. Wall tiles in stone and wood finishes are increasingly gaining acceptance. Digitally printed tiles are going to be the future in this industry with random patterns and high resolution edge-to-edge printing resulting in greater clarity of tiles. Even the non-residential sector is switching to use of tiles for a luxurious ambiance.
What is the contribution of RAK in this industry?
We endeavour to bring out something new and innovative to benefit the customers. In our recent innovations, we have RAK Slim, a collection of ultra-thin tiles (4.8 mm) in size of 600x1200mm, which is not available with any other player. These tiles are lightweight, easy to handle and designed for fast and accurate installations. Also, we have added rustic finish tiles to our portfolio of RAK Nanopix digitally printed vitrified slabs in size 1000x1000mm.
RAK strives to bring designs in vogue globally at the doorstep of the Indian consumer.
Which is the most exclusive tile range from RAK?
We had launched Nanopix 2x2 ft tiles with over 40 designs in three different finishes using digital printing technology. Nanopix is the most advanced, tri-dimensional digital printing technology to ensure high resolution, multi-layer printing on flat, curved or textured surfaces. Available is three finishes - natural, matt and high-gloss,- it was an outright success.
Inspired from this, we recently launched Nanopix 2x4 ft slabs, which got a phenomenal response. We will launch 45cmx90cm tiles using the same technology soon.
How has RAK positioned itself in the market?
RAK has always positioned itself as a high quality tile brand with a wide choice for consumers. We are the first preference for architects, interior designers and builders. To keep them informed about our new product lines and innovations, we use ATL and BTL marketing mediums.
Our marketing strategy for the past two years was 20 % for ATL (Above the line) activities, which included print ads, and 80% for BTL (Below the line). With our growing turnover we shall be investing more in ATL in the future.