Branding in the Indian ceramic tiles industry

Abstract

As the curtains rise once again on Indian Ceramics 2015, there is no better time than now to reflect and emphasise how branding is a key prerequisite for success in the ceramic industry as in any other, in particular, ceramic tiles. While branding is believed to apply more to B2C companies, B2B companies are not exempt. A good example to evaluate this is the context of tiles which is a classic example of a combination of B2B and B2C segments. A good portion of a tile manufacturer’s sales is to institutional builders and dealers (B2B segments) while the rest is direct sales to end consumers (B2C segment).

India’s ranking in world ceramic tile production stands at #3 (Chinaand Brazilare the top 2) and is growing at an annual growth rate of 15% contributed largely by urbanisation, a boom in the retail industry, and optimism inIndia’s economic outlook. Ceramic production today is a sizeable contribution to the country’s GDP (with a turnover of INR 18,000 crores) at 600 million sq mts p.a. Read more at: https://economictimes.indiatimes.com/blogs/et-commentary/branding-in-the-indian-ceramic-tiles-industry/