Our focus will be on addressing evolving consumer needs and preferences across various applications.

Anshuman Chakravarty, Head of Marketing & Communication, Somany Ceramics

How is the market of tiles and floorings evolving in India?

India is one of the fastest growing markets for tiles, not only has domestic demand grown but the capacity expansions have led India as one of the major exporters globally. The market for tiles and floorings in India is experiencing significant growth, driven by various factors such as rapid urbanization, increasing disposable income and evolving lifestyle preferences.

There has been a noticeable shift from unorganized to organized in the tile and flooring sector. Consumers were increasingly preferring branded products due to factors like quality assurance, wider product range and design choice.

With the growing affluence of the middle class and changing lifestyle preferences, there is a rising demand for premium and designer tiles. Consumers are willing to invest in aesthetically pleasing and high-quality flooring solutions for their homes and commercial spaces. While the industry is focusing on innovation and technological advancements to offer products with superior features such as anti-slip, anti-bacterial, and easy maintenance properties. There is also a growing awareness among consumers regarding sustainable and eco-friendly products. This led to an increased consciousness to reducing construction waste, recycling and reducing carbon footprint.

While the metro cities remain as major markets, there was a noticeable expansion of tile and flooring companies into Tier III and IV cities. However, it is important to note that market dynamics can change rapidly due to various factors such as economic conditions, fuel prices, policy changes and consumer preferences. 

What are the latest trends and developments in design and materials?

The tile industry in India is witnessing several trends and developments in design and materials. There is a growing demand for large format tiles, tiles that are larger than traditional sizes and are at least 1,200 mm in size on one of the sides. These tiles create a seamless and spacious look in interior spaces, making them popular for both residential and commercial applications. Large format tiles also reduce the number of grout lines, resulting in easier maintenance. SOMANY Max Coverstone 15 slabs are the latest addition by SOMANY, with sizes starting from 800x1,800 mm, 800x2,400 mm, 800x2,600 mm & 800x3,000 mm in 15 mm thickness. Apart from this, many future-ready products in 6 mm, 9 mm, 20 mm and different sizes are in pipeline.

Slim tiles, also known as thin tiles or Sleek tiles, gained traction due to their lightweight nature and versatility. These tiles are being used for wall cladding, façade applications and renovation projects where weight and thickness constraints are a concern. Slim tiles offer the benefits of vitrified tiles in a thinner and lighter format. SOMANY has recently launched 6 mm tiles in 600x1,200 mm size in the Glazed Vitrified category.

There is an increasing emphasis on sustainability in tile manufacturing, leading to the development of tiles made from recycled materials or produced using eco-friendly processes. Recycled glass, porcelain, and ceramic tiles are gaining popularity as environmentally conscious alternatives. At SOMANY, our waste tiles are recycled to make SOMANY EZY Fix Adhesives, thus ensuring zero waste.

Geometric patterns are a prevailing trend in tile design, adding a modern and dynamic element to interiors. Tiles featuring geometric shapes such as hexagons, chevrons and arabesques were used to create striking visual effects on floors, walls, and backsplashes.

Wood-look tiles continues to be popular as a durable and low-maintenance alternative to natural wood flooring. Advances in digital printing technology allows manufacturers to create highly realistic wood grain patterns with varying shades and textures, offering the warmth and beauty of wood with the durability of porcelain or ceramic tiles.

These trends reflect the evolving preferences of consumers and designers in India, where aesthetics, functionality and sustainability are increasingly important considerations in tile selection and design. 

What are the latest innovations in your range of products?

We have ventured into the segment of large format slab and have launched Coverstone 15, under the brand SOMANY Max. This range features rich textures, bold colours and exclusive designs, replicating nature's wonders in expansive sizes and intricate surface finishes. Coverstone 15 slabs are made with our FCS (Frittage compact slabs) technology, undergoing a meticulous process involving exposure to high temperatures, reconfiguring the atomic structure for a dense, tough, brighter, homogeneous and non-porous, non-abrasive surface.

We have set up a future-fuel, hydrogen ready, fully integrated world’s most advanced Continua+ plant, spanning 27 acres in Morbi, Gujrat. Its unique digital sequencing processes on the conveyor belt ensure inimitable finishes, providing consistent thickness and unparalleled density distribution and eliminating porosity.

We have launched three distinct surface finishes in Coverstone 15; Technical Porcelain range which consists of Stella, Nebula and Leia. These are full body heavy duty slabs in salt and pepper design with obtuse particles, metallic flakes and coloured flakes arranged in harmonious melancholy. Then we have Contemporary Surfaces which has Quilltouch – Ultra Matt surfaces with PEI 4 abrasion resistance and Gloss index less than 8. Shapetech – which features punch like surfaces in random phases, Carvo – premium carved glossy surface structures, and Gema – Mirror like surfaces with sparkles. Finally, we have LUX – high gloss luxury polished finishes. Most of these surface finishes are first time in India and that too in expansive sizes and in 15 mm thickness, making them viable not only for wall or floor, but for variety of furniture, kitchen tops, reception and lobby areas and heavy traffic areas.

How do you visualize the future market for tiles and floorings? What are your future plans?

With our latest breakthrough technology FCS showcased in our COVERSTONE, we anticipate reshaping the industry landscape. These slabs epitomize our dedication to pushing the boundaries of ceramic tile technology.

Moving forward, we envision a market characterized by heightened consumer demand for superior quality, design versatility, and eco-consciousness. As pioneers in the industry, we are poised to meet and exceed these expectations through our innovative products and sustainable practices.

We will continue to innovate and introduce new product lines that offer unparalleled surface properties, durability, and aesthetic appeal. Our focus will be on addressing evolving consumer needs and preferences across various applications, from residential to commercial spaces.

Strengthening market presence, we will continue to expand our market reach both domestically and internationally, leveraging our extensive distribution network and strategic alliances. We have one of the largest franchised stores set up in India with over 500 stores and plan to add another 200 stores in next 18-24 months. We have a distribution reach of 12,000 dealers and sub-dealers which grows every day, we are exporting to over 88 countries in six continents and our footprint grows as we speak. Our goal is to establish SOMANY as a global leader in the ceramic industry, offering innovative solutions to customers worldwide.

We continue to foster relationships with architects, designers, developers, and other industry stakeholders to drive innovation and shape future trends. By working closely with these professionals, we aim to anticipate market demands and deliver innovative solutions that exceed expectations.

The globalization of the tile industry may lead to greater diversity in design styles, materials, and finishes available in the market. Emerging markets in regions such as Asia-Pacific, Latin America, and Africa could become significant markets, driving innovation and competition in the industry. We have a capacity to produce75 million square meters per annum of tiles through two company owned plants and seven strategic alliances spread across India making us the 12th largest manufacturer in the world. We will leverage this advantage and the advantage of our R&D capabilities to service the emerging global demand.