(stone, wood and natural stone).
Kajaria has the largest number of
digital printing machines in India in
this segment.
Kajaria’s products are marketed
through a robust distribution network
of dealers and sub-dealers; Kajaria
Galaxy and Kajaria Prima showrooms
are present in major Indian towns.
Product attributes
Ceramic glazed tiles provide
consumers with an unmatched choice
of colours and finishes customised
to their bathroom, flooring, interior
and wall-cladding solutions. The tiles
provide a stronger bonding with walls
due to their high porosity.
Ceramic tile account for more
than 60% share of the tile industry
volume. The tile sales volume has
grown each year over the last
decade due to growing affordability,
aesthetics (unique designs and sizes),
multiple applications and enhanced
accessibility. The advent of digital
printing technology and an increasing
preference for large-format tiles
catalysed the demand for ceramic tiles.
These tiles are also increasingly used
as exterior wall solutions and interior
decoration, replacing terracotta tiles,
and natural stone, among other
options.
Performance in 2013-14
Making our business more
competitive
Maximised the production of large
tiles, which improved realisations
Streamlined operations at the
Gailpur unit, which enhanced
productivity
Making our business more
compelling
Increased the production of digitally-
printed tiles (70% of production),
which improved offtake and
realisations
Introduced more than 200 designs
in 2013-14 – more than 75% digitally
printed – which enhanced aesthetic
appeal
Making our business more
connected
Added more dealers to the network
in North and South India’s Tier II and
III towns
Strengthened our dealer presence;
introduced novel product display
techniques
Invested in branding and promotion,
which enhanced customer awareness
Engaged entrepreneurs from other
businesses as dealers
Outlook
The Company plans to acquire more
wall and floor ceramic tile capacities
in Morbi, introduce new sizes,
enhance product display and widen its
distribution network.
21
Annual Report 2013-14
