At Cera, growth has become a habit, notwithstanding slower demand and the reduction in margins that the ceramic tiles sector had to undergo in the past two years. For FY14, its growth has even surpassed the expectations of many industry watchers.
This extraordinary growth, much above market growth, is largely on account of leveraging the high brand value and product optimisation besides deeper penetration in additional markets.
Atul Sanghvi, Executive Director, Cera Sanitaryware Ltd, adds, ¨Apart from brand strength, product quality and after-sales services, a loyal distribution network and customer base, including developers, designers, architects and consultants, have helped Cera grow. The key to our growth is in the right mix of products, marketing, people and network.¨
Commenting on the company´s strategy for survival in a challenging environment, Sanghvi informs us that most of Cera´s capex for expansion has been through internal accruals, thus avoiding any heavy interest burden.
And now, with revival for the ceramic tiles sector in the air, Cera is fortifying its product range and distribution network. ¨Brand promotion with our newly inducted brand ambassador Sonam Kapoor will vigorously continue in the mass media,¨ adds Sanghvi.