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Targeting India’s premium tiles market worth Rs 1,000 crore, leading tile-maker Asian Granito India Ltd (AGL) will launch ‘double-fired’ tiles having an additional layer to protect designs, which it says will be more durable and could replace imports from Italy and other countries.
The Ahmedabad-based listed company had, for the first time in India, launched the high-tech microcrystal range of floor tiles for the luxury segment last year, that could potentially replace marble. Earlier, it was importing this range from China. “We are now manufacturing 5,000 square metres of this dust-free, stain-resistant product every month”, Bhavesh Patel, Director, told Business Line.
While marble costs Rs 300-Rs 800 per sq feet, micro crystal was priced in the range of Rs 150-250 per sq ft. “Demand for marble is now decreasing in India as cheaper, durable and aesthetic products are available to replace it.”
The overall tile market in India is worth about Rs 14,000 crore, about half of which is in the unorganized sector, he said.
In view of the demand, AGL will initially manufacture 5,000 sq mt of double-fired tiles daily. Vitrified tiles currently account for nearly 30 per cent of the market of Rs 500 crore, which is expected to be slowly replaced by double-charge products. The company also plans to introduce triple-fired products.
With the company manufacturing this new product, AGL’s capacity will go up from 82,000 sq mts to 90,000 sq mt per day. However, it has no immediate plans for any fresh investments, he added.
Patel said AGL is targeting to quadruple its exports to Rs 100 crore in the next three years. It has already opened a 6,000 sq ft exclusive showroom in South Africa. Also, it would double the number of exclusive showrooms in India to 100 in 2014.
Established in 2000, AGL manufactures vitrified tiles, marbles and quartz in 1,200 designs at its seven plants and exports its products to nearly 40 countries. In the next three years, AGL is targeting to double its turnover to around Rs 1,500 crore.
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