Wedidn’t just
intendtoenter
thewall tile
segment.
Weresolvedto
transformit.
Small was beautiful in
India’s wall tile industry
in the early 90’s.
However, Kajaria entered this space
with the objective to not merely
go with the flow, but challenge the
way things were. The result: Kajaria
determined to make a radical shift
and introduce large tiles.
This decision was extensively
debated. For one, the trade was least
enthused. The market is not right for
large tiles, some said. What works
abroad may not work in India, others
inferred.
Kajaria differed. The product looks
grander, it said. Supply would catalyse
demand, it indicated.
However, rather than push the product
in the face of evident trade resistance,
Kajaria did something lateral: it flew
30 of its best performing dealers to
the largest tile exhibition in the world
– the Bologna Fair, Italy – in 1992.
When Kajaria introduced larger
wall tiles in multiple shades and
designs from July 1994 compared
with the conventional smaller
sizes available in only four colours,
something interesting happened.
The trade pushed the product.
Convinced consumers that these tiles
represented superior aesthetics and
value.
The result:
wall tile sales multiplied
manifold and Kajaria emerged as the
clear segment leader.
25
YEARSOF
WORKINGWITH
ANATTITUDE
CELEBRATING
6
Kajaria Ceramics Limited
Annual Report
2012-13
