Most players opt for out-source model due to an increase pressure in cost
CW Magzine


Parthasarathy Ramanujam /
Vice President- Asia Pacific, RAK Ceramics

Most players opt for out-source model due to an increase pressure in cost

01 Mar 2019 Long Read
Among the largest ceramics’ brands in the world, RAK Ceramics specialises in ceramic and gres porcelain wall and floor tiles and sanitaryware. The company produces 110 million sq m of tiles and 5 million pieces of sanitaryware per year at its 16 state-of-the-art plants across the UAE, India, Bangladesh and Iran. Headquartered in the UAE, the group’s annual turnover stands at about US$ 1 billion, In India, RAK Ceramics has among the largest and most modern vitrified tile manufacturing plant in Samalkot in Andhra Pradesh with a manufacturing capacity of 30,000 sq m of vitrified tiles; and 3,000 sanitaryware pieces per day. Currently, RAK is available through a close knit network of 12 exclusive company showrooms and over 800 dealers across India. Further, it is also actively enhancing its footprint by opening company owned orientation centres, exclusive and privilege dealer outlets and seeping further into multi-brand outlets across the country. Parthasarathy Ramanujam, Vice President-Asia Pacific, RAK Ceramics, shares more on the company’s plans and offerings…

How do you view the current market for tiles, ceramic and sanitaryware?
Sanitaryware is on the growth path, thanks to the investment being made by the government on mass housing and other government projects. However, the segment is getting too cluttered at the bottom of the pyramid and most key players are opting for the out-source model due to an increase pressure in cost. With regards to the average pricing per bathroom, there has been a drop, as all players are moving down the pyramid due to a competitive environment.