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“We have anticipated increase to nearly Rs 150 cr”
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Monday, 05 August, 2024, 08 : 00 AM [IST]
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 Indian ceramic tableware industry is thriving with a unique blend of artistry and functionality that caters to a diverse market. The HoReCa (Hotels, Restaurants, and Cafés) segment, in particular, is experiencing a surge in demand. HoReCa businesses are investing in innovative designs and sustainable materials to enhance the dining experience and meet consumer expectations for quality and eco-friendliness. Indian ceramic tableware landscape provides customers with a fusion of artistry and functionality. The introduction of digital printing is set to redefine the Indian ceramic tableware showcasing innovation and craftsmanship, said Deepak Agarwal, director, Clay Craft, in an email interaction with Nandita Vijayasimha. Excerpts:
How would you describe the current scene for tableware demand from the HoReCa segment?
The current demand for tableware from the HoReCa segment is robust and growing. There is an increased need for high-quality, durable, and aesthetically pleasing tableware. HoReCa businesses are investing in innovative designs and sustainable materials to enhance the dining experience and meet consumer expectations for quality and eco-friendliness.
Additionally, the trend towards unique and Instagram-worthy presentations is driving demand for diverse options. As a result, manufacturers like Clay Craft India are seeing heightened interest and orders from this dynamic sector.
What are the visible trends in this space?
Consumer buying trends in the tableware industry have evolved beyond mere utility to embrace tableware as a fast-fashion segment. Key trends emphasise the growing demand for customised and design-driven products. We respond to this demand by offering customisable options featuring logos or designs that harmonise seamlessly with various themes and decor styles. We have also established a dedicated team of designers tasked with creating innovative offerings aligned with seasonal trends and market demands.
How has your company fared so far and what are the opportunities in the Indian market that align with its strengths?
The company was founded in response to the limited choices available to customers within the ceramic tableware market. Recognising the promising opportunity within the home segment, we embarked on a mission to bridge this gap with indigenous, high-quality products. Our investments in advanced digital transformation initiatives, leveraging technologies such as 3D printing, artificial intelligence (AI), and machine learning enhance the product development processes and help us stay ahead of the curve.
Your company is the first manufacturer in India to introduce digital printing in the ceramic tableware industry. Elaborate.
The introduction of digital printing is set to redefine the Indian ceramic tableware landscape, showcasing innovation and craftsmanship at its finest. We have sourced the state-of-the-art printer from KeraJet, a renowned machine supplier based in Spain, globally recognised for delivering world-class printing solutions.
The Digital Printing for Tableware market is poised for a 6.8% CAGR from 2024 to 2029, reaching US$452 million by 2029. Our venture into digital printing on ceramics aligns with the current popularity of this technique in the ceramic tiles industry, both in India and globally. We look forward to reshaping the Indian ceramic tableware landscape and providing customers with an unparalleled fusion of artistry and functionality.
Tell us about your presence globally and what is the acceptance.
Currently, our global focus markets are Dubai, Middle East, and Latin America, where we have established significant traction. Looking ahead, we are intensifying efforts to broaden global footprint by establishing authorised distributors, importers, and agents in the said key regions. This strategic initiative reflects our commitment to enhancing our export portfolio and leveraging new opportunities for growth on the international stage.
In an age of climate change, what is your commitment to eco-friendly practices?
We are committed to environmental responsibility with dedicated efforts in sustainable manufacturing. We have established Rajasthan's first 200 KW rooftop solar photovoltaic power plant at our VKI, Jaipur facility. This initiative marks a significant step towards reducing our environmental footprint and fostering a cleaner future.
Our dedication to renewable energy extends beyond the VKI facility. Our Manda factory boasts an impressive rooftop solar plant with a capacity of 500 KW. This, combined with the 350 KW capacity now achieved at the VKI Factory, positions us as a leader in sustainable manufacturing within Rajasthan.
We gather that your latest innovation is the Hybrid Stone Porcelain Body, how is this faring in the HoReCa segment?
Our latest innovation, the Hybrid Stone Porcelain Body, is receiving an enthusiastic response from the HoReCa segment. This new collection, combining the durability of porcelain with the rustic appeal of stoneware, meets the sector's demand for both resilience and aesthetic appeal. Its lightweight nature and unique reactive glazes offer versatile, elegant options that enhance dining experiences. HoReCa businesses appreciate the innovation for its ability to present food beautifully while maintaining the strength required for high-usage environments.
What are the future plans for the brand and new launches?
We have recently launched numerous collections tailored specifically for the HoReCa segment, capitalising on the seasonal surge in demand as hotels allocate their annual budgets. Looking ahead, we are now shifting our focus on the retail festive collections for the festive season around September in India. Additionally, the company continues to focus on innovation and product development, with plans for new launches and expansions into new product lines exclusively for each market.
What are your views on the influence of social media trends and Western countries on the tableware space for HoReCa segment?
We recognise the significant impact of social media on consumer purchasing behaviour, particularly, among the new generation of shoppers. With digital platforms erasing geographical boundaries, consumers now follow global trends and expect products available globally to be accessible to them as well. We respond to this by leveraging social media channels to stay abreast of emerging trends, engage with consumers, and showcase our latest designs, promotions, and events.
Are there any shifts in the brand’s product portfolio for different regions and cuisines?
Indeed, we acknowledge the importance of tailoring its product portfolio to cater to different regions, demographics, cuisines, and tastes. For instance, cultural differences between regions within India influence preferences for the size of tea or coffee cups, with the south favouring smaller portions compared to the north’s preference for larger servings.
Consequently, we adjust our product mix accordingly to accommodate these variations, ensuring consumer satisfaction and market penetration. Moreover, in the professional tabletop solutions segment for the HoReCa industry, we offer a diverse range of products, including plates, platters, and dishes designed specifically for various cuisines such as Asian, Italian, Indian, Spanish, Mediterranean, among others.
According to you, what is the artistry behind your ceramic masterpieces?
The artistry behind our ceramic masterpieces lies in fusion of tradition and innovation. By combining traditional Indian aesthetics with contemporary designs, we try to create unique and elegant tableware that resonates with a wide audience. Our collaboration with renowned designer, Krsnaa Mehta for our India Circus collection, further enhances the offerings.
You have the largest factory in India in terms of installed production capacity, actual production, and turnover, underscoring commitment to scale and efficiency. What is the investment and where is this?
Our significant investment in new Manda factory is over Rs 100 crore. Located in Jaipur, this factory is the largest in India in terms of installed production capacity, actual production, and turnover. This strategic investment reflects our dedication to enhancing our manufacturing capabilities, ensuring high-quality output, and meeting the growing demand in the ceramic tableware market. The advanced facilities and advanced technology employed at the Manda factory position us as a leader in the industry, driving both innovation and substantial market presence.
With revenues of Rs 146 crore and a projected 15% growth expected in the upcoming fiscal year, what factors are driving the growth for the company?
Looking at the last fiscal year, where revenue exceeded Rs 146 crore, our year-on-year growth remains commendable, with an anticipated increase to nearly Rs 150 crore in the current year.
Notably, the hospitality sector has experienced a remarkable 20-25% year-on-year growth, underscoring the effectiveness of our targeted strategies. We have sustained market expansion driven by our steadfast commitment to innovation and customisation, ensuring that our products continually resonate with evolving consumer preferences. Additionally, our proactive approach to expanding distribution networks across various channels and regions has enabled us to capture new markets and sustain growth momentum effectively.
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