Founded more than two decades ago with a singular and assertive aspiration – to be the best in providing tile solutions – Kajaria Ceramics has since evolved into a veritable powerhouse of excellence in its quest for quality, customer service and innovation in its variegated brand portfolio – ranging from ceramic wall and floor tiles, designer tiles, polished vitrified tiles, glazed vitrified tiles, vitrified paving tiles, European tiles, sanitaryware and wellness – enthralling consumers over the years with a stimulating synthesis of technological intelligence and aesthetic lustre in its journey to achieving the apex brand share in the Indian ceramics marketplace.
Blaze to Brilliance
With a capacity of 1 million sq. metres at the launch of the brand in 1988 to the current colossal 44 million sq. metres output spread across its 7 production facilities in India, the Kajaria Ceramics brand exhibits more than a staggering 1000 options in Ceramic Wall & Floor Tiles, Polished Vitrified Tiles, Glazed Vitrified Tiles and its other offerings! A steadfast commitment to dexterously setting and consistently redefining the barometers for quality and design has translated into manufacturing units equipped with cuttingedge technology, intense automation, robotic car application and a zero chance for human error – a winning vindication of challenges seen and conquered – as the brand has proliferated its ambit of activity to the consumer markets of Saudi Arabia, Qatar, Oman, Kenya, Mozambique and Mauritius beyond India. Harnessing the potential of a strong supply chain and distribution network, Kajaria not only aims to maintain its leadership position in the industry but to also strengthen it, as part of its blueprint to create a strategically robust network of dealers that make its products available to domestic consumers, besides fortifying the continued patronage it has received in its foray from international audiences that has been spearheaded by an established brand pedigree of fostering product innovation and customer value enhancement.
In the course of the past 2 decades, the ceramic tile segment has borne witness to transforming into a lifestyle choice rather than the choice of a minuscule few. Kajaria Ceramics has adroitly tapped this pulsating phenomenon of the rapidly growing appetite for style and aesthetics making it an intrinsic and integral cornerstone of its brand fabric. An insatiable zest for constant innovation in technology and creative ingenuity in its range of design – pivotal to this being a customer-centric orientation and brand purpose – have enabled its clientele to embrace Kajaria as a brand that exudes a strikingly linear brilliance in its objective to cater to the blooming aspirations of a perceptive and demanding consumer. Harbouring the pragmatic and powerful belief that consumers deserve to be provided solutions before they come back with problems, and leveraging its twin invaluable assets – the Kajaria brand with unparalleled dependability of its multi-layered distribution channel and its extensive emphasis on rolling out a sprawling variety of options in textures, finishes, designs and sizes has progressively ingrained its stature as the premier preference for its end-users. Kajaria Ceramics is widely perceived as a brand leader in innovation, and is the member to an exclusive club of entities – brands that have expanded not just their consumer base, but their operative playground itself – definitively contributing to their trade by positively nudging other players in the industry to perpetually innovate, resulting in dramatically improved customer connect and delight by structuring a strong trust tangent with customers built over the years.
Engagement that Enthralls
Kajaria’s brand positioning as the leader in innovation and its tagline of ‘Transform Your World’ have been promulgated in the past couple of years via a slew of advertising and promotional initiatives across television, radio, newspapers, magazines, SMS activities, exhibitions and targeted events. Kajaria has also been extremely innovative in the implementation of their marketing plans – particularly noteworthy was the release of the first ever HD (High Definition) print advertised in India – showcasing Kajaria HD tiles. What the advert achieved in essence was to create a showroom scenario where it brought consumers the closest possible to the act of stepping into an actual showroom. Not only was the advertisement effective, it also proved to be a clutter-breaker due to its novelty quotient. Apart from originality, the Kajaria brand persona of trust and leadership is manifest in its logo, marked by the familiar and trusted shapes of squares and rectangles sketched to suggest honesty with their perpendicular angles representing order, mathematics and rationality, implying the strong foundations of the brand. Reinforcing the strength and dependability of the brand is the strong, heavy font; the colour blue communicating truth, trust and loyalty, qualities that the Kajaria Ceramics Brand is representative of to its discerning customers.
25 years of regaling the consumer diaspora with a mind-boggling assortment of premium ceramics have seen innovation as the central force invigorating the brand: Kajaria presently has on offer more than 1000 options in a wide range of colours and textures to complement bathrooms, kitchens, living rooms, corridors, study rooms & commercial spaces. Investment into radical technologies – ranging from robot car application to new Digital techniques – has been another elemental and enduring feature of the lateral outlook in the brand’s repertoire. Recent times have augured the brand’s artistic acumen to extend into the sanitary ware business.
Kajaria Ceramics’ zeal to be the best, to be at the top and to achieve the highest echelons of excellence in its quest to realize and reinforce customer satisfaction and brand growth has been propelled by a promise of innovation, trust and leadership. The brand has enlivened consumer sensibilities by unveiling its proclivity for innovation and passion in striving towards continuous improvement.