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31
Annual Report 2011-12
30 Kajaria Ceramics Limited
Kajaria World provides customers
with a huge repository of high-end
tiles, excellent display and
impeccable service.
This network – four Company-owned
showrooms and 13 franchisees –
showcases high-end imported tiles
sourced through alliances with
European brands (Saloni, Grespania,
Argenta, Eco Ceramic and Baldocer,
among others) and Chinese business
partners.
The Company imports tiles produced
with the latest digital printing
technology, wherein the design of
each tile is different and following
commissioning, the cladding
resembles natural stone.
This chain offers a range of imported
tiles including the large format tile
collection and the stone collection
series (exterior tiles). Tiles are also
available in multiple sizes with
different finishes like rustic, matt,
satin, wood, metal and fabric, among
others. The price range varies from
`
1,000-3,000 per sq. m.
The brand signifies international style
and appeal and is popular among
India’s architect fraternity. The
Company possesses the
comprehensive logistics support for
imported tiles; its 10 warehouses
ensure seamless product supply
across the network.
2011-12 in retrospect
•
Expanded distribution network to 17
outlets; extended the Kajaria World
network to Tier-II cities namely
Lucknow, Moradabad, Ranchi and
Dehradun
•
Initiated import of high-end tiles
from China (floor tiles)
•
Introduced new sizes (60x120cm,
60x90cm and 150x90cm digitally
printed wood finish tiles) for floor
applications
Blueprint for 2012-13
•
Expand distribution network to
locations with significant demand
potential
•
Manufacture and local outsourcing
of high-end digitally printed wall tiles
for sales exclusively through the
Kajaria World network
•
Strengthen the Tier-I distribution
network and establish a Tier-II
network
•
Balance retail sales and projects to
maximise volumes and profitability
•
Intensive training in product display
and customer servicing
KAJARIA
WORLD
Business segment
PRODUCT BASKET
PRICE RANGE
SOURCING
DISTRIBUTION CHAIN
Sizes:
Multiple
Designs:
> 200
`
1,000 -3,000 psm
Outsourcing (Imports)
17 Kajaria world
showrooms and select
dealers
Kajaria tied up with VitrA, a leading
European brand, in January 2011 to
market high-end bathware and bath
fittings. VitrA is a part of Eczacibasi,
one of Turkey’s largest industrial
groups. This arrangement positions
Kajaria as an exclusive and sole
marketer and distributor of the VitrA
range in India. While VitrA provides
world-class products, Kajaria provides
a strong distribution network.
2011-2012 in retrospect
•
Expanded product range visibility
pan-India in 14 leading market
•
Enrolled exclusive dealers for the
business vertical pan-India by
opening 30 stores in 2011-12
•
Added new SKUs to the product
basket
Blueprint for 2012-2013
•
Expand visibility dovetailed with
aggressive Kajaria World showroom
rollout and widening of the exclusive
dealer base
•
Provide specialised team training to
showcase products and enhance
customer service
•
Expand channel network from 30 to
70
•
Launch VitrA wellness products in
select exclusive stores pan-India
OTHER
VERTICALS
Business segment
Kajaria enrolled exclusive
dealers for the business
vertical pan-India by
opening 30 stores in
2011-12.