Product details

Indian tiles industry was the fastest growing market in the world. India was at the third position in world’s ceramic tile production. Growing at an annual rate of 15%, Indian tiles and ceramics industry was an important contributor to the economy. Indian tiles industry was highly fragmented with 50% of the market share coming from unorganised players. Among the organised players, H&R Johnson, Kajaria Ceramics, Somany Ceramics, Nitco Tiles, Asian Granito and RAK Ceramics were the major companies in the Indian ceramics and tiles industry. Somany Ceramics Ltd (SCL) was started by HL Somany in 1969. With its futuristic approach and continuous focus on innovation, SCL had come a long way over the years. Branding was the major differentiator in tiles and ceramics industry. For establishing itself as a well-known brand, SCL had been using different medias such as TV commercials, print, trade shows, exhibitions, and retail showrooms. In its latest 'Nahi Phislega' ad campaign, SCL was raising social issues instead of talking about features and style of tiles. Given the intense competition in the ceramics market, experts wondered whether SCL would be able to bring a positive impact and move ahead of the curve with its social marketing.