The Hindu Business Line : Orient Ceramics to add 400 new retailers

“We will focus on top line growth and increasing our brand penetration, especially our Europa brand,” Mr Madhur Daga, Executive Director, Orient Ceramics told Business Line here.

“The Europa range, launched recently with a price range of Rs 50 to Rs 80 per sq ft, is competing with the imported tiles which are priced five to six times higher. We want 15 per cent of our current retailers across the country to display the Europa products exclusively,” he said.

The company, which clocked Rs 230 crore turnover last year, would be launching ultra-vitrified tiles in the third quarter of the current fiscal, he added.

On the industry scenario, Mr Daga said the industry saw a shift in the demand pattern from project-based demand to retail-driven sales.

“Of course, the big builders are going slowly but the small-time builders are still building. That way, demand is still there,” he said.

Orient derives 60 per cent of its total revenue from the retail segment. “Our direct sales to projects is fairly controlled which is helping us in the current times,” he added.

Orient is hoping that its proposed tile-manufacturing plant at Kakinada would take off this year. “We are just waiting for clarity on the natural gas supply to the region. In all probability the work on the plant may begin this year,” Mr Daga said.

The company would invest Rs 75 crore in the plant. It had already acquired 40 acres for the purpose. “We are also scouting for a joint venture partner from Europe for the project,” Mr Daga said.

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