MARKET ANALYSIS

OF TILE INDUSTRY
FOCUSING ON
KAJARIA TILES
 INDUSTRY PROFILE

Ranked third globally and accounted for over 6%

of the total global production.

Organised segment makes up approximately

50% of the sector.

A large number of small or medium-scale

manufacturers operate in the unorganised
segment, mainly through plants in Gujarat.

The Indian Industry has developed an export

market .

The industry also enjoys the unique distinction

of being highly indigenous with an abundance of
raw materials, technical skills & infrastructural
facilities.
 INDUSTRY ANALYSIS

DRIVERS
Boom in real estate sector
Increase in deposable income
Untapped market potential

CHALLENGES
Tough competition from unorganized players
Import from cheap tiles from China
Depreciation of Rupee and rise in energy
costs
 COMPANY PROFILE
Kajaria Ceramics is the largest manufacturer of
ceramic/vitrified tiles in India.

There are 9 manufacturing plants spread across

the country.

It has an annual aggregate capacity of 68.90 mn.

sq. meters.

Kajaria's manufacturing units are equipped

with cutting edge modern technology, intense
automation and robotic car application.

Offers more than 2000 options in ceramic wall &

floor tiles, vitrified tiles and designer tiles.

Kajaria Ceramics exports to more than 30

countries round the globe.
 PRODUTS OFFERED

Ceramic Tiles Polished Vitrified Tiles

Glazed Vitrified Tiles Kerovit

 OBJECTIVES OF THE STUDY

Market Research
Client and Dealer Interaction
To know the perception and views of dealers to
improve the strategies of the company.
To identify the competitors of Kajaria tiles
prevailing in the market.
To understand the brand equity in the market
Suggesting measures to increase the sales.
 SIP ACTIVITIES

Product Training

Visiting the tile markets across Delhi and NCR Regions

and meeting the dealers to do the market research.

Attending the product launches.

Interacting with the clients and suggesting the best fit.

Suggesting strategies to increase the brand acceptance

rate among the dealers.

Making the footfall report for the display centre.

 MARKET SHARE ANALYSIS

Major Brands In India

Kajaria Ceramics H&R Johnsons Asian Granito India Somany Ceramics

Bell Ceramic Nitco Ceramics Regency Ceramic Euro Ceramics Limited
 MARKETS SURVEYED

Mangolpuri
Raja Garden
Faridabad
Jagat Puri
Bhogal

Gurgaon
Chattarpur
Pitampura
Dwarka
 Dealers Assessment
False Dealership
Advertising Issues

Quality Price

Sampling
Problem

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

False Advertising Quality Dealership Issues Price Sampling Problem
 Suggestions and Promotional
Strategies

Providing samples to the prominent dealers

Incentives to lure dealers to sell Kajaria tiles
Acquisition of small tile businesses in Gujarat which
contributes to a significant share in the market
Promotional Pricing
Customer Feedback and Surveys
TV Advertisements to create more customer base
Thank You