By bringing innovation to the sanitaryware industry, Euro Ceramics has carved a niche for itself in the market. Paresh Shah, Director, Euro Ceramics Ltd shares the company’s success story with Neha Malhotra.
Neha Malhotra (NM): To begin with, tell us in detail about Euro Ceramics?
Paresh Shah (PS): Euro Ceramics Ltd was established after the disastrous earthquake in Gujarat. The promoters of the group were engaged in rehabilitation of the distressed people and a decision was taken on the spot to create a labour intensive industry that will give employment to the local population. We are proud to state that in terms of strength and international quality levels our vitrified tiles have captured best of the users in building industry, corporate, and high end residential projects etc. With the rapid growth of the company with respect to turnover and profits, a public offer was announced, which received overwhelming response from the investing community of India. The shares are listed in Bombay Stock Exchange & National Stock Exchange. Today, Euro Ceramics Ltd is a public limited company with 1100 employees and growing turnover.
Euro Ceramics Ltd is the only company having integrated combination of Tiles, Sanitary ware, Composite Marble along with 10 MW Captive Power Plant. The tiles production is fully automated with computer controlled quality standards with optimum utilisation of installed capacity from Sacmi of Italy. In view of the international quality we have become regular suppliers for high profile customers and enjoy the privilege of having a niche market with industry benchmarks.
NM: What are the product offerings that customers can look forward to when they visit your store?
PS: High quality Vitrified Tiles of various sizes and designs, complete range of sanitary ware of European designs, composite marble which is an excellent substitute for natural marble, full range of wall tiles etc.
NM: How many stores do you have at present?
PS: We have pan India presence of 14 distributors and 7000 dealers spread across the country. Apart from this we have our own exclusive “Euro Stile Stations” in major cities and towns.
NM: What technological innovations have you brought to the business? Can you throw some light on the robotic techniques used for the manufacturing of sanitary ware and tiles?
PS: We have one of the most modern factories with complete equipment and technology supplied by Sacmi of Italy who are world leaders in Ceramic technology. The entire manufacturing process is computer controlled to ensure international quality standards. First time in India we have robotic spraying technique for sanitary ware which gives uniform glaze, better finish and whiteness index exceeding all standards.
NM: How is the designing element taken care of for all the products?
PS: We have in-house R&D and team of highly qualified and experienced engineers and technicians, who are working constantly to produce innovative products that are in tandem with the latest trends.
NM: Who are your target customers?
PS: Due to high quality of products we have high percentage of corporate and institutional customers with whom we are registered as approved vendors and hence get repeat orders. Apart from these all high end users who value quality are our target customers.
NM: What marketing initiatives have you taken to reach out to your customers? How different is the promotional activity for sanitaryware?
PS: We are present in electronic and print media as per needs. Keeping in mind our category (sanitaryware), our main emphasis is to take part in reputed national and international exhibitions where we display latest range of our products and designs for the architects, builders, interior decorators and customers to experience products, first hand.
NM: What are the company's future plans in terms of expansion?
PS: The company is diversifying into real estate sector in Mumbai. In view of the high demand for alternative energy sources we are considering solar energy. The company will also be going for expansion in wall tiles manufacturing with additional capacity set up. There will also be a separate vertical for promoting high end floor tiles and wall tiles.