The ceramic industry needs to shift to higher realization and create value for the global consumer.

Subrata Basu, VP - Design, NITCO Ltd

Could you brief us on the current market trends for Indian Ceramic Tiles Industry?

The current manufacturing capacity is 1266 million sqmt, export is around 360million (113 million inEuro's). There has been 31% jump in export and 10%+ jump in production. While the economy came to a near stand-still following the outbreak of coronavirus in April, things have begun to look better over the past few months. We remain optimistic that the pick-up in real estate and other construction-related activities will boost demand for tiles and other products going ahead.

What are the key challenges?

The key challenges are weak infrastructure and inadequate government policies, apart from an improper mind set. The ceramic economy is largely driven by the lowest average export price India needs to develop better infrastructure and serviceability. The industry needs to shift to higher realization of products and create value for the global consumer, and build strong Indian brands globally.

What further measures / reforms should be undertaken by governments?

The building sector is largely influenced by B2B which have not yet recovered post the pandemic any government aid for the building infrastructure sector can only happen by infusing capital and also supporting the sector with proper guidelines and norms to give the customer the best desired quality. Consistent alignment ease of GST could be a good step.

What is the impact of digital technologies in the industry?

Digital is the way forward. In view of the ongoing lockdown across the country due to the coronavirus pandemic. In an initiative, we have started to offer digital solutions for the customers on WhatsApp. Through this initiative, customers will be able to browse, select and order their favourite tiles and marble digitally from the comfort of their homes. 

What is the impact on the availability of labour?

This industry need more manpower. The current lapses due to Covid pandemics is short term issue, and going forward it will not be a major challenge.

What is your outlook for next couple of years?

Industry is on an expansion mode with a 10% growth in manufacturing capacity, and also shifting production to higher margin products. As mentioned earlier we have witnessed a 30% plus growth in exports. We need to establish a strong country with clear cut policies and improved infrastructure. We also need to enhance global expertise utilize the Make in India concept creating a niche market for Indian premium brands in the global space.

As a leading tiles manufacturing and surface design company, we have plans to open 10-12 new stores over the next 2-3 months across several states. These stores will be opened at Chandigarh, Haryana, Kerala, Kolkata, Amritsar (Punjab) and Tamil Nadu. Of the new stores, the company plans to open three stores on a large scale, while the remaining ones will be on a medium-to-semi-medium scale. The Mumbai-headquartered entity has opened around 60 stores in the last few years. Presently, the company has 120 active franchisee-run stores in the country.

Hits: 231