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29
Annual Report 2011-12
28 Kajaria Ceramics Limited
Kajaria enjoys a seven-year presence
in this business, marketing imported
variants from China in three different
sizes – 60x60cm, 80x80cm and
100x100cm. To cater to the fast-
growing demand for these products,
the Company commissioned assembly
lines at its existing location at
Sikandrabad and Gailpur units.
Kajaria launched the Solitaire series
comprising technologically-advanced,
large format tiles (80x80cm and
100x100cm), providing customers an
authentic alternative to natural/Italian
marble.
2011-12 in retrospect
•
Introduced the new Marbella Series
•
Expanded reach by establishing 50
Kajaria Studios in untapped towns
and districts
•
Continued import to cater to the
western and southern markets
•
Acquired a new unit at Morbi (Jaxx
Vitrified) to manufacture polished
vitrified tiles to reduce import
dependence in the western markets
•
Expand distribution network and
introduce new range in 60x60cm and
80x80cm
Blueprint for 2012-13
•
Launch ‘ORION’ series in May 2012 ,
these products are made with veining
technology with variations similar to
Italian marble
•
Plan to introduce ‘Microcrystal’ tiles
in the middle of this year. These are
vitrosa glass surface tiles with a
vitrified body. It gives the look of a
glass-like surface with italian marble
and granite design.
POLISHED
VITRIFIED TILES
Business segment
PRODUCT BASKET
PRICE RANGE
SOURCING
DISTRIBUTION CHAIN
Sizes:
3
Designs:
60
`
400 - 1,200 psm
Own manufacturing, JV
and imports
Dealers, Kajaria Studio and
Kajaria Galaxy network for
select dealers
Kajaria launched the
Solitaire series
comprising
technologically-
advanced, large format
tiles (80x80cm and
100x100cm), providing
customers an authentic
alternative to
natural/Italian marble.
Improved lifestyles are driving the
demand for glazed vitrified tiles,
providing a superior value
proposition over natural stone.
Kajaria was the first to introduce
glazed vitrified tiles (GVT) in India in
2007 through imports under the
Kajaria Eternity brand, with a wide
product offering: in terms of sizes
(30x60cm and 60x60cm) and finishes
(rustic, matt, satin, wood, stone,
polished and metal, among others) for
wall and floor applications.
The Company’s products are
distributed through Kajaria Eternity
Studios, Kajaria World showrooms
and select dealers.
In 2010-11, the Company
commissioned a 3 MSM capacity to
produce glazed vitrified tiles
(60x60cm and 30x60cm) at Gailpur,
which commenced operations in
March 2011.
2011-12 in retrospect
•
Stabilised operations of the newly
commissioned capacity at Gailpur
•
Focused on creating a repository of
in-house manufactured products;
developed 65 SKUs within six months
of stabilised operations
•
Launched the digitally printed large
format (60x60cm) glazed vitrified
tiles for the first time in India
•
Introduced polished, digitally-
printed, glazed vitrified tiles (PDGVT)
•
Strengthened the Kajaria Eternity
Studios network by opening 28 pan-
India outlets
Blueprint for 2012-13
•
Increase product volume to grow
market share
•
Focus on value-addition by
introducing premium tiles
•
Penetrate into new market segments
specially in Tier-II and Tier-III cities
•
Increase the proportion of digitally
printed glazed vitrified tiles in the
sales mix
•
Introduce large format 60x120cm in
digital range which will resemble
natural stone and will be available in
super hone, stone and high gloss
polished finishes
GLAZED
VITRIFIED TILES
Business segment
PRODUCT BASKET
PRICE RANGE
SOURCING
DISTRIBUTION CHAIN
Sizes:
2
Designs:
> 100
`
600 -1,200 psm
Own manufacturing and
imports
Dealers, Kajaria Eternity
Studio, Kajaria Galaxy and
Kajaria World network for
select dealers
Kajaria was the first to
introduce glazed vitrified
tiles (GVT) in India in
2007 through imports
under the Kajaria Eternity
brand, with a wide
product offering.