Somany Ceramics Ltd
The tile and sanitaryware segment is one of the most fluid and buoyant segments of the building and construction material industry. Innovation has been the keyword here as demand has seen a steady increase over the past few years.
The focus is basically on increasing the footprint in the country and increasing the range to more and more Tier II and III towns. These markets have huge potential. As of now, 70 per cent of our sales come from these smaller centres. We are also focusing a lot on branding. At the end of the day, it is the brand that sells in the market.
What makes Somany Ceramics a leading brand in exports? In how many countries are you present?
Along with being considered the epitome of quality and durability, not only in India but also in international markets, brand Somany has established itself as an unchallenged leader of innovation and design.
How can larger exports help the Indian ceramic industry grow?
More exports lead to a larger market space. This will lead India to a better position worldwide. As of now, we are competing with China in exports. New schemes by the government like Make in India should lead us to a higher scale and higher returns worldwide. We hope to soon overtake Spain but Italian designs are much ahead of us. We would witness an upsurge soon.
Somany Ceramics is a synonym for quality, service and innovation not only in the domestic market but also in the international market. What measures are taken to fulfil the demands of the customers?
Being a complete solutions provider of décor solutions including ceramic wall and floor polished vitrified tiles, glazed vitrified tiles, digital tiles, sanitaryware and bath fittings as well as tile laying solutions, we have pioneered in producing several technologies in product designs.
Additionally, we have also ramped up the sanitary ware and bathroom fittings segment to be a “one-stop-shop” for all products that enhance both the convenience and style quotient of the living environment.
Having JVs with partners has helped. We focus not only on the products but also on the laying aspect of the same. Tile Master is an initiative started by Somany Tiles as corporate social responsibility (C.S.R) to enhance the tile laying skills of masons through training, enabling them to improve their skills, productivity and livelihood. Most advanced ergonomically designed tools are used in the school for tile-laying operation.
We are constantly bettering ourselves in terms of technology, range, designs and features that have been the motto to satisfy the needs of the ever-changing dynamics of the consumer.
Can you tell us about your latest product innovation & collections in floor and wall tiles?
Today, a wide plethora of designs and materials are being used for contemporary floors. One needs to balance the importance of decor with durability while deciding on flooring. Functionally advanced and aesthetically designed tiles are chosen. Amongst floor tiles, VC Shield and Slip resistance are the most asked-for technologies.
For slip resistance, Somany Ceramics’ ‘Slip Shield’ tiles are highly functional in nature with no limitation in terms of design possibilities in these tiles. Additionally, large format tiles are in. Metallic tiles are a popular choice, especially when used as decorative embellishments for creating luxurious living spaces.
Which are the latest trends in demand for floor & wall tiles?
The demand for green tiles is on the rise. We are doing our bit by utilizing resources and recycling energy. Tiles with wooden aesthetics are the way forward. Anti-bacterial tiles are here to stay. Tiles with a neutral hue or stone finish with texture are paired with matte finish tiles.
The classic shapes – honeycomb, hexagon and stripes – are being combined with bold patterns. There are tiles offering slip resistance, anti-bacterial properties for outdoors and scratch resistance.
What role does technology play in creating innovative products?
With consumer priorities changing, tile finishes and aesthetics have climbed up in criteria for choosing the product. For instance, the technology of capturing the visual essence like wood and stone of natural aesthetics and duplicating their effects is the hottest trend. Tiles with the natural finish of marble and wood are the most sought-after.
Digital printing is revolutionizing the industry. With unlimited design possibilities, sharper finishes and high-resolution printing, digital printing presents ceramic art for the walls.
Microcrystal technology of producing tiles offers the tiles numerous advantages like lower cost of production, superior quality, excellent aesthetic appeal, high resolution, abrasion, chemical and corrosion resistance, glossy surface, acid-resistance, anti-bacterial properties, and slip-resistance.
Micro crystal floor tiles are durable in use and are most liked for their clear texture and extra-smooth finish. Bigger tiles are available now for continuous surfaces with minimal joints.
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