Rak Ceramics 
Adopting Cutting Edge Technology
Started in 1991, RAK Ceramics is a 1$ billion global conglomerate and has grown to become a leader in tile industry with a total annual output of 117 million square meters. RAK is officially recognized as the world’s largest tile manufacturing company in 2009 & 2010 by World Ceramic Review, the best known and most widely circulated international magazine devoted to ceramic tile and bathware production technologies.
RAK Ceramics, UAE is presently engaged in the production of about 360,000 sq.mt. of ceramic/vitrified tiles and nearly 12,000 pieces of sanitaryware per day. The company exports to more than 160 countries across 5 continents and stands at par in the most competitive markets in the world, bringing it closer to you, worldwide.
RAK Ceramics' drive for excellence and an insatiable appetite for quality and customer satisfaction were accredited with the ISO 9001 certification by CICS (Ceramic Industry Certification Scheme), UK in 1997. RAK has been conferred the ‘Best Brand Award' at the recently held 2nd CMO Asia Awards 2011 in Singapore. The brand has also been accorded the 'Superbrand' status for its premium quality product line and breakthrough innovations.
RAK India: In India, RAK Ceramics has state-of-the-art vitrified tile manufacturing plant in Andhra Pradesh with a manufacturing capacity of 30,000 sq.mt. of vitrified tiles and 1500 sanitary pieces every day. It is the only company to manufacture 10 distinct variants of vitrified tiles and has a network of over 5 exclusive showrooms and over 1000 dealers across the country.
"Excellency is the way of life": RAK has more than 8000 designs and shades, making it among the largest range of products globally. A wide range of sizes of vitrified tiles available from 6 feet by 4 feet to 4 inch by 4 inch enables its customers to gratify their decors as per their own wish.
Innovations like anti-microbial tiles, glow-in-dark tiles and eco friendly 4.5mm slim tiles are ground breaking testimonies for outstanding capabilities in providing high quality product mix suitable for consumers' requirements.
The sanitaryware division of the company produces a wide range of products that employ imported raw material (and imported flushing mechanism) to create high quality glaze. The sanitaryware portfolio includes various designs of water closet, wall hung, washbasins, bowls and counters.
RAK India has also introduced imported Italian designer Elegance Ceramiche series with selected sanitaryware products under its umbrella. Meticulously crafted and styled to perfection, Elegance caters to those who desire art, style, finesse and glamour in their bathrooms.
International Bath Concepts: In 2010, RAK Ceramics launched KLUDI-RAK in India with KLUDI, one of the leading faucet companies in Germany. KLUDI-RAK introduced the first brand licensed products in the bath concepts category in India with high street fashion brands like ESPRIT and JOOP! With KLUDI-RAK India, the company envisions to provide precision based German technology to create simplistic, functional and environmentally conscious designs for the Indian consumer.
| To have a broader perspective on the flooring industry Built Expressions caught up with Mr. Sudhir Malesha, CEO - RAK Ceramics India Pvt Ltd who spoke about the company’s future plan and strategies adopted to create their brand visibility. |
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BE: What are the recent market trends in the flooring industry prevailing in the present scenario? How has been the growth of the industry in the last few years?
SM: High definition digital printing technology is the latest breakthrough in the Indian tile market. Conventional screen and rotary printing technologies allow only 60 & 120 dpi resolution printing on tiles, whereas high definition digital printing technology enables to work on 300 dpi resolution resulting in finer and realistic natural textual patterns. The technology also ensures uniform, edge-to-edge printing on tile surface thus, creating seamless look for the floors.
We are currently using this technology for Nanopix, in which the randomness of vein patterns achieved on tiles takes it closer to imitating the natural stone texture. Nanopix is available in three finishes – Natural, Matt and High – gloss polished finish. These can be used in the interiors of living room and bedroom, in restaurants and lobbies of hotels as well as multipurpose courts.
Earlier this year, Nanopix 2 X 2 ft. tiles were launched with over 40 designs in three different finishes and it was an outright success. Inspired from its success we launched Nanopix 2 X 4 ft. Slabs using the same technology and it has got a phenomenal response. Seeing this, we are in process to launch 45 cm X 90 cm tiles using the same technology soon.
Talking about this industry, the overall Indian tile market is expected to witness compounded annual growth rate of more than 18% for next five years till 2017. However, during the same period demand for vitrified tiles is expected to grow at the compounded annual growth rate of 21%. But with the advancement of technology and RAK’s continuous commitment towards a strong R & D, we will soon launch slim tiles with thickness as less as 4.5 mm; this will help you lay a new floor without going through the hassles of removing the existing flooring.
BE: How is the company looking at creating brand visibility in the current market considering the intense competition from various flooring companies in India?
SM: We wish to be in the eyes of architects, builders & developers and retail customers and constantly let them know about our new product launches and innovations done by the company and hence we make use of both ATL and BTL marketing mediums like print, outdoor, online, digital & personalized communication. Our constant interaction with them lets us know what the market wants and we develop products accordingly.
BE: What are the latest advanced technologies in the tile industry? How far is it advanced in India?
SM: The flooring industry too is moving at a rapid pace technologically and very soon RAK Ceramics will be launching “Venezia Urbano” DEFPT (Diamond Edged Fine Porcelain Tiles) range of ceramic with a very high load bearing capacity and ability to withstand any sort of scratches on the floor in spite of heavy usage. This ceramic tile will be sturdier than vitrified tiles and will have international designs to match the luxurious aesthetics. This technology tiles will be available in India only through RAK Ceramics.
BE: Do you think in the near future there is a possibility to produce a floor material that is all inclusive in terms properties and can be commonly used in industrial and residential projects?
SM: RAK for long has been visioning to come with products which are not only beautiful for residences but also strong and sturdy for commercial use. We have products which will not only make your living room and bedrooms beautiful but also the same products will be strong enough to bear the heavy usage in offices, retail spaces, showrooms, malls and industries. The technical qualities of our products like Novelties, Nanopix, Urbano, etc. match these requirements aptly.
BE: What are your views on Green Flooring products? What is the status of awareness about this particular product?
SM: RAK is fully aware of the global concern towards environment protection. And thus, keeping up with the global concern, RAK’s manufacturing plant is based on green concept & the company is one of the founding members in Indian Green Building Council with the objective to protect the nature and save earth. For this, we have been following recycling process for raw material input, reutilizing waste water, keeping emissions in control as per norms and apart from this, we are also under process to implement ISO 14000 and ISO 18000. Good green development along with good housekeeping can be seen maintaining a hygienic environment in and around the manufacturing factory.
BE: Tell us about the latest launch in the products and your plans for the year 2013.
SM: 2012 was a year of boom for the company which we look forward to sustain in the coming years. We have launched products like Venezia Eleganza and Urbano in our recently forayed ceramic vertical. We have also launched Polished Glazed vitrified tiles which will be imported from abroad in our RAK international series in the size of 800 X 800 mm and 1000 X 1000 mm. The coming months will see the launch of Wurtzite in size 600 X 600 mm and Vanity series in our international sanitaryware division. Our customers will be presented with new and innovative products from all the verticals which we cater to and with quality which supersedes other products in the market.
BE: What is your vision for the company in the coming few years? What kind of strategies you have chalked out to achieve your goals? How do you achieve it?
SM: Our vision is to create a niche in terms of quality of products being made available in India and achieve growth from by ensuring our presence in the smallest of towns in the country. We are available in major cities and towns across India and are ensuring that our reach widens with time. We already have over 1000 dealers across the country and we plan to grow to double the same in the coming year.
Website: www.rakindia.com
Tel: 022 2660 5704