CERA commenced commercial production of sanitaryware in 1980, at its plant in Kadi in North Gujarat. Today, CERA has become a prominent bathroom solutions brand and a turnover of around Rs.5,000 million. Apart from vitreous china sanitaryware, CERA has diversified into faucets with the setting up of unit. In addition to sanitaryware and faucets, CERA is also offering complete wellness range (steamcubicles, whirlpools, etc.) and the latest from the CERA stable is digital wall tiles and vitrified and digital floor tiles.
BLAZE TO BRILLANCE
CERA has been growing consistently over the past several years–the last year growth being over 50%. The brand extensions, impeccable product quality, pan-India distribution width, unmatched after sales service and modern, contemporary and innovative product designs have helped CERA maintain its leadership position. CERA has been doing continuous brand promotion since its inception. From the legendary campaign of CERA “Your bathroom is a room too… “To the current one “CERA reflects your style” featuring Dia Mirza have all been path-breaking creatives in the category. Cera is India’s first sanitaryware company to obtain ISO 9002 and ISO 14001.
CERA offers designs, values and functions keeping Indian ethos in mind. This has helped the brand to grow stronger over the years and broadbase and build its customer relations. CERA is expanding its capacity of sanitaryware production from 2.7 million pieces to 3.0 million pieces per annum to keep its growth rate intact. Also, the launch of tiles has been done to capitalise on CERA’s strengths. Similar product and brand extensions are on anvil from CERA in the coming years. The brand has connected well with its customers due to its quality and services that they provide. The vision of CERA is to achieve a turnover of Rs. 1000 crores by 2016. Considering that the Company records the highest operating profit in the industry and is resolutely focused towards its growth plans, it is on the right path to achieve it. The mission at CERA is to “Have a CERA in every home”. CERA’s dedication will ensure that this mission has a high chance of getting fulfilled.
ENGAGEMENT THAT ENTHRALLS
CERA has been positioned as a style icon for the Indian consumers. Currently, Dia Mirza has been the celebrity used in its communications for almost 2 years. Selective use of television and print to reach out to end-users and continuous relationship building with influencers like architects, designers, consultants have helped create a strong image and top of mind recall of the brand.
CERA has been innovative from the beginning- -like launch of 30 colours, introduction of bathsuites, innovation of twin-flush concept, design of one-piece WC, etc.–some of these have been epitomized by industry as milestone. The most recent one is launch special snow white colour, which resulted in CERA getting Product of the Year award a couple of years ago. CERA is India’s first sanitaryware company to use natural gas, which is the purest fuel, leaving no residues, thereby increasing the sheen of the fired pieces. The brand is India’s first sanitaryware company to launch bathsuite concept in India–a collection of unique designs in WCs, WBs, etc. Its innovative streak can further be seen in the fact that it is India’s first sanitaryware company to launch an array of 30 colours. It is India’s first sanitaryware company to launch twin-flush concept in India. Cera is India’s only company to get Product of the Year award for innovation in sanitaryware as well as the only company to get Product of the Year award for innovation in faucets.
CERA offers true value to its customers. It stands by the promise and delivers it without any compromise. The CERA Style Studios, operational in Mumbai, Ahmedabad, Delhi, Chandigarh, Kolkata, Bangalore, Cochin and Hyderabad, are Company’s efforts to provide customers uncompromising experience. The CERA Care team with its 24×7 toll-free number provides services to its end-users.