A
Project Study Report
On

Training Undertaken at
KAJARIA CERAMICS LTD.
Titled
“POTENTIAL ANALYSIS OF MARKET SHARE AND LEVEL OF
SATISFACTION OF DEALERS/SUB-DEALER OF KAJARIA”

Bachelor of Business Administration

BHARTIYA VIDYA BHAVAN

JAIPUR 

Submitted By:- Submitted To:-

Manvendra narula Ms. Shubhangi
BBA Final year
 

CERTIFICFATE

This is to certify that MR. MANVEN

MANVENDRA
DRA NARULA was trained with our 
th th
firm from 10 may 2009 to 11 Ju July
ly in “POTE
POTENTIAL
NTIAL ANALYSIS
ANALYSIS OF
MARKET SHARE AND LEVEL OF SATISFACTION OF DEALERS/SUB-DEALER 
OF KAJARIA” under the supervision of MR. RA
RAVI
VI JAIN

His conduct and performance was found satisfactory during the course of 
training.

I wish him all success in his new endeavour.

MR. RAVI JAIN

(Area General Manager)

Kajaria ceramics ltd.

JAIPUR 
G-1, Aishwarya Tower, Near Hotel Hawa Mahal, Ajmer Road
Jaipur, Rajasthan
Phone - 0141-2222955, 3263055

2
 

Fax - 0141-2220244
-  [email protected]
Email -  [email protected]

3
 

Preface

The project work entitled “Potential

“Potential study
study of market share of kajaria
kajaria and study dealers
and sub-dealers, satisfaction with kajaria product “were conducted around the jaipur 

city. The survey has been conducted for the purpose of analyzing the perception pattern
of the respon
responden
dent.
t. In their
their connec
connectio
tion
n a multip
multiple
le choice
choice questi
questionn
onnaire
airess ha
hass been
been
 prepared.

The questionnaires which has been prepared for the purpose of survey, includes various
aspect
aspect inform
informati
ation
on like
like custom
customer
er prefer
preferenc
ence,
e, dealer
dealer percep
perceptio
tion
n toward
towardss kajari
kajaria’s
a’s
 product,
 product, various factor affecting the purchasing
purchasing of the product ,major competitor
competitorss and
their different kind of scheme and benefits and collect information to improve the
market share . company can make suitable marketing strategy with the help of all this

information.
.

4
 

Acknowledgement

I express my sincere thanks to my project guide, Mr. RAVI JAIN, Area General
Mana
Manage
ger,
r, Mark
Market
etin
ing
g an
and
d Sale
Sales,
s, for
for gu
guid
idin
ing
g me righ
rightt fo
form
rm th
thee in
incep
cepti
tion
on till
till th
thee
successful completion of the project. I sincerely acknowledge him for extending their 
valuable guidance, support for literature, critical reviews of project and the report and
above all the moral support he had provided to me with all stages of this project.

I would also like to thank the supporting

supporting staff Kajaria Ceremics Ltd, for their help and
cooperation throughout our project.

(Signature of Student)
 Name of the Students

5
 

Executive Summary

The following report is based on the market survey done in city of Rajasthan –Jaipur,
for fulfillment of objective-‘Analysis of Channel Sales and satisfaction level of channel
member
members’
s’ under
under the guidan
guidance
ce of Mr. Ravi Jain
Jain (AGM),
(AGM), Rajast
Rajasthan
han and Mr. Naval
Naval

Maheshwari (Sr.Marketing manager), KAJARIA CERAMICS LTD.

The survey includes face to face interaction and filling of 10 point questionnaires from
kajaria
kajaria dealers/s
dealers/sub
ub dealer
dealerss as well
well non sellers
sellers of kajari
kajariaa tiles,
tiles, so as to know the
satisfactio
satisfaction
n level of dealers accompanied
accompanied with the problem
problem in selling,
selling, if any, or if they
need any type of support or help from the company. Besides the dealer satisfaction
level, the objective was also to know
know about the brand image of kajaria at local level and
what should be done to boost up the retail sales in the city because 55% of the sales are
 project base and 45% is retailing based as
a s because coming time will be more of retailing

, presently project based

based selling is on boom because in Jaipur city the pro
property
perty market
is on boom, further to know the approximate market share of kajaria in Rajasthan,
 because the sales in Jaipur city carries the highest sales percentage out of the total sales.

A detailed survey was conducted which covered 100 tiles sellers in the Jaipur city.

6
 

CONTENT

1. INTROD
INTRODUCT
UCTION
ION OF TILE
TILE INDU
INDUSTR
STRY
Y

2. COMP
COMPAN
ANY
Y PROF
PROFIL
ILE
E

2.1 Kajariya ceramics ltd

2.2 History of company
2.3 Milestones of Kajariya
2.4 Awards
2.5 Production
2.6 Product Range

3. COMP
COMPET
ETIT
ITOR
ORS
S OF KAJ
KAJAR
ARIYA
IYA

3.1 Johnson
3.2 Bell
3.3 Somany

4. INTROD
INTRODUCT
UCTION
ION TO THE
THE PROJE
PROJECT
CT TOPI
TOPIC
C

Potential Analysis of Market Share and Level of Satisfaction of Dealers/Sub-

Dealer of Kajaria

5. SPECIF
SPECIFYIN
YING
G THE RESEAR
RESEARCH
CH OBJEC
OBJECTIV
TIVE
E

6. SCOP
SCOPE
E OF
OF THE
THE STUD
STUDY
Y

6.1 Universe
6.2 Sampling technique
6.3 Research design
6.4 Data collection

7. RESE
RESEAR
ARCH
CH METH
METHOD
ODOL
OLOG
OGY:
Y:--

8. LIMI
LIMITA
TATI
TION
ON OF THE
THE STU
STUDY
DY

7
 

9. DATA
DATA ANALY
ANALYSIS
SIS AND INTERP
INTERPRET
RETATI
ATION
ON

10. SWOT ANALYSIS

ANALYSIS OF KAJARIYA CERAMICS
CERAMICS

11. SUGGESTIO
SUGGESTIONS
NS

12. CONCLU
CONCLUSIO
SION
N

13. BIBLIOGRAPH
BIBLIOGRAPHY
Y

8
 

1.1 HISTORY OF CERAMIC TILES:-

Rumors have it that the first clay tiles were produced seven to eight thousand years ago
in the area now known as the Holy Land. Many sources independently verify that the
actual known history of Tiles, (and the known usage of wall and floor tile coverings)

can be traced back as far as the fourth millennium BC (4000 BC) to Egypt.

In those days, in Egypt, tiles were used to decorate various houses. Clay bricks were
dried beneath the sun or baked, and the first glazes were blue in color and were made
from copper, very exquisite!

During that period ceramics were also known to be found in Mesopotamia. These
ceramics bore decorations, which were white and blue striped and later possessed more
varied patterns and colors. Later on, in China too, the great center of ceramic art, a fine,

white stoneware with the earliest Chinese glaze was produced during the Shang-Yin
dynasty (1523-1028 BC).

The usage and the art of making and decorating ceramic tiles had spread and by 900
A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across North
Africa. As transport and communication developed, tile usage and its penetration in
other territories increased. Wars and territory take-overs caused this art to spread even
faster.

The Romans introduced tile making in Western Europe as they occupied territories. The
Low Countries of Northern Europe somehow acquired the technology from Persia,
while the Moors brought African tiles with them when they invaded Iberia (Spain). It
was aboard the ships of Spanish conquistadors that decorative clay tiles found their way
to the New World, where they were used primarily to decorate the Churches of newly
 built missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had spread across
Italy and Spain and into the rest of Europe. Till that time they were mainly used to

decorate the floors of Cathedrals and Churches. The skill had eventually vanished from

9
 

Europe in the 16th century following the reformation. But the decorative wall tile art
had survived in Turkey and the Middle East and the Delft tiles art survived in Holland.

A form of tile making had also evolved among the natives of North and South America
at some point. The first decorative tiles to appear in Colonial North America were

imported from Northern Europe, mainly England the Brits having hijacked the
technology from the Dutch. The tiles were too expensive for utilitarian purposes in the
Colonies and were found almost exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile
manufacture. For example, during the Islamic period, all methods of tile decoration
were brought to perfection in Persia. Throughout the known world, in various countries
and cities, Ceramic tile production and decoration reached great heights. The tile
mosaics of Spain and Portugal, the floor tiles of Renaissance Italy, the faiences of 

Antwerp, the development of tile iconography in the Netherlands, and the Ceramic tiles
of Germany are all prominent landmarks in the history of Ceramic tile.

In the early days, the tiles were hand-made, each tile was hand-formed and hand-
 painted, thus each was a work of art in its own right. Ceramic tile was used almost
everywhere on walls, floors, ceilings, fireplaces, in murals, and as an exterior cladding
on buildings.

Today Ceramic tile throughout the world is not hand-made or hand-painted for the most

 part. Automated manufacturing techniques are used and the human hand does not enter 
into the picture until it is time to install the tile. They are used in an almost infinite
number of ways and you dont have to consider yourself wealthy to own them. In
commercial buildings, where both beauty and durability are considerations, ceramic
tiles will be found, particularly in lobby areas and restrooms.

In fact most modern houses throughout use Ceramic tiles for their bathrooms and
kitchens and in every vital area of the premise. Ceramic tiles are also the choice of 
industry, where walls and floors must resist chemicals. And the Space Shuttle never 

leaves Earth without its protective jacket of high-tech, heat resistant tiles.

10
 

(Note: The above history has been compiled after taking varied sources of information
into consideration)
INDUSTRY HIGHLIGHTS:

Ceramic Tiles today have become an integral part of home improvement. It can
make a huge difference to the way your interiors and outdoors look and express.

The Indian tile industry, despite an overall slowdown

slowdown of the economy, continues to
grow at a healthy 15% per annum.

Investments in the last 5 years have aggregated over Rs. 2000 crores and
 production during 2006-07 stood at approx. 340 million sq mts.

The Indian tile industry is divided into organized and unorganized sector.

The organized sector comprises of approximately 16 players. The current size of 
the unorganized sector is about Rs 3000 crores

The unorganized sector accounts for 55% of the total industry bearing testimony of 
the attractive returns from this sector. The size of the unorganized sector is
approximately Rs 3500 crores

Revenue earning industry - excise mops up over Rs. 350 crores annually from the
organized sector itself.

Indian ranks in the top 5 list of countries in terms of tile production in the world.

11
 

BACKGROUND:-

Apart from their decorative looks, Ceramic Tiles are primarily hygiene products and
that is how our broad spectrum of consumers view the product. This is fairly evident
from its varied usage from bathrooms and kitchens in average Indian households to

medical centers, labs, milk booths, schools, public conveniences, shopping malls and
numerous other centers; which dot our day to day life. A ceramic tile is basically a
"utility product" and that remains our promotional slogan. Popular housing projects are
increasingly switching over to Ceramic Tiles moving away from the traditional use
mosaic
mosaic and even granite or marble, owing to several
several factors
factors viz. ease in laying ability,
ability,
versatility, low price and hygiene.

 Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in the forefront.
Heavy churning out of bolder and colorful designs by the industry are testament to the

fact that most households regard a ceramic tile as an "adornment" for an otherwise
"drab look" of their age-old floorings or an unfurnished wall.

OVERALL PICTURE OF THE INDUSTRY:

Ceramic tiles as a product segment has grown to a sizeable chunk today at 340 Millions
Square meters production per annum. However, the potential seems to be great,
 particularly as the housing sector, retail, IT & BPO sectors have been witnessing an
unprecedented boom in recent times. The ceramic tiles sector has been clocking a robust
growth of 12-15% consistently over the last few years. Today, India figures in the top 5
countries in the world manufacturing ceramic tiles.

The key drivers for the ceramic tiles in India are the boom in housing sector coupled by
government policies fuelling strong growth in housing sector. The retail boom in the
Indian economy has also influenced the demand for higher end products. Overall the
 bullish growth estimates in the Indian economy has significantly influenced the growth
of the Indian Ceramic tile industry.

The main product segments are the Wall tile, Floor tile, Vitrified tile and Porcelain tile

12
 

segments. The market shares are 35%, 53% and 12% respectively for Wall, Floor &
Vitrified/Porcelain tiles. The tiles are available in a wide variety of designs, textures and
surface effects. They cater to tastes as varied from rustics to contemporary marble
designs in super glossy mirror finishes.

Both, traditional methods of manufacturing (tunnel ) and the latest single fast firing
methods are deployed in manufacturing. Some of the latest trends in manufacturing
methods can be seen in India.

The investments in the last five years are approx. Rs 2000 crores. The industry also
enjoys the unique distinction of being highly indigenous with an abundance of raw
materials, technical skills, infrastructural facilities despite being fairly capital intensive.
A total of over 5,50,000 people are employed in the sector. Out of this, 50,000 people
are directly employed and 5,00,000 are indirectly associated. The potential is huge

considering the per capita consumption of ceramic tiles in India. Currently it is at 0.30
square meters per person in comparison to over 2 square meters per person for like
countries like China, Brazil and Malaysia.

Where we stand and what we must do?

As a foreign exchange earner or a global player, Indian Tile industry has captured the
attention of the world in the ceramic tiles segment. India is projected to figure in the top
3 countries manufacturing ceramic tiles by 2010. This however is subject to policies
favorable for the tile industry to complete with international players on an even ground.

To compete internationally, our plants must be geared up to large units currently

operating in China and Turkey are driven by economies of scale. These will also help us
in lowering our cost of production significantly. Also, infrastructural support is a key
factor that determines the speed of growth. Better infrastructure will bring in better 
growth in terms of consistency and sustenance. Freight, supply of power and gas
remains the key cost-related issues impacting the industry. Availability, consistent
supply and reasonable rates are extremely important for the growth of the ceramic tile
industry.

13
 

Also, the prevailing anomalies pertaining to Basic Customs Duty on import of ceramic
tiles from China and raw materials imported from abroad need to be corrected to
 prevent dumping of tiles from China. Rural thrust should be enhanced by ffavorable
avorable
excise duty and MRP structure

CURRENT STATUS OF THE INDUSTRY:-

The ceramic tiles industry in India has followed similar trends internationally which
have been characterized by excess capacities and falling margins. Countries like
Malaysia, Thailand, Indonesia, Sri Lanka and Vietnam are setting up their own plants.
China has emerged as a major competitor. Producers from Spain and Italy have the
advantage of lower transportation costs while exporting to USA and Germany. In India,
the per capita consumption is as low as 0.30 square meters per person compared to

China (2 square meters per person), Europe (5 to 6 square meters per person) or Brazil
(2.5 square meters per person). Rising disposable incomes of the growing middle class
and 40 million units of housing shortage hold out a great potential.

A major change that took over the ceramic tiles industry, was the introduction of 
vitrified and porcelain tiles. These new entrant product types are said to be the tiles of 
the future. Internationally these tiles are already the major sellers. These category of 
 products account for 13% of all organized sales in this industry.

These new products and the conventional wall & floor tiles have together made the
organized industry grow to a formidable Rs. 3000 crores industry. This coupled with a
spate of expansions by many players make the industry look very promising in the
future.

The Indian Industry has developed an export market although at the lower end. In
volume it constitutes less than half a percent of the global market. (Presently India does
not figure in the list of major exporting countries). But this reality could change as
Indian exports are rising at the rate of 15% per annum. The top-end of the global export

market is presently dominated by Italy (40.8%) and Spain (26.4%).

14
 

History of Ceramic Tiles:-

The latin word ‘tegula’ and its french derivative ‘tuile’ mean quite precisely a roof tile
of baked clay.The english ‘tile’ is less precise, for it can in addition be used for any kind

of earthenware slab applied to any surface of a building.

The word ‘ceramic’ comes from the greek word ‘keramos’ meaning pottery, it is related
to an old sanskrit root meaning ‘to burn’ but was primarily used to mean ‘burnt stuff’.

Origin

Historically, man has desired to create living spaces which were beautiful, durable and
user friendly. With that in mind, ceramic tile has been made by man for 4000 years.

Beautiful tiled surfaces have been found in the oldest pyramids, the ruins of Babylon,
and ancient ruins of Greek cities.

Decorative tile-work was invented in the near east, where it has enjoyed a longer 
 popularity and assumed a greater variety of design than anywhere in the world.

During the Islamic period, all methods of tile decoration were brought to perfection in
Persia.

In Europe decorated tiles did not come into general use outside Moorish Spain until the
second half of the 12th century. The tile mosaics of Spain and Portugal, the Majolica
floor tiles of Renaissance Italy, the Faiences of Antwerp, the development of tile
iconography in England and in the Netherlands, and the ceramic tiles of Germany are all
 prominent landmarks in the history of ceramic tile.
Usage and Global Flow:-

The usage and the art of making and decorating ceramic tiles had spread and by 900
A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across North

Africa. As transport and communication developed, tile usage and its penetration in

15
 

other territories increased. Wars and territory take-over caused this art to spread even
faster.

The Romans introduced tile making in Western Europe as they occupied territories. The
Low Countries of Northern Europe somehow acquired the technology from Persia,

while the Moors brought African tiles with them when they invaded Iberia (Spain). It
was aboard the ships of Spanish conquistadors that decorative clay tiles found their way
to the New World, where they were used primarily to decorate the Churches of newly
 built missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had spread
across Italy and Spain and into the rest of Europe. Till that time they were mainly used
to decorate the floors of Cathedrals and Churches. The skill had eventually vanished
from Europe in the 16th century following the reformation. But the decorative wall tile

art had survived in Turkey and the Middle East and the Delft tiles art survived in
Holland.

A form of tile making had also evolved among the natives of North and South
America at some point. The first decorative tiles to appear in Colonial North America
were imported from Northern Europe, mainly England the Brits having hijacked the
technology from the Dutch. The tiles were too expensive for utilitarian purposes in the
Colonies and were found almost exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile
manufacture. For example, during the Islamic period, all methods of tile decoration
were brought to perfection in Persia. Throughout the known world, in various countries
and cities, Ceramic tile production and decoration reached great heights.

In the early days, the tiles were hand-made, each tile was hand-formed and hand-
 painted, thus each was a work of art in its own right. Ceramic tile was used almost
everywhere on walls, floors, ceilings, fireplaces, in murals, and as an exterior cladding
on buildings.

16
 

Today, Ceramic tile throughout the world is not hand-made or hand-painted for the
most part. Automated manufacturing techniques are used and the human hand does not
enter into the picture until it is time to install the tile. They are used in an almost infinite
number of ways and you dont have to consider yourself wealthy to own them. In
commercial buildings, where both beauty and durability are considerations, ceramic

tiles will be found, particularly in lobby areas and restrooms.

In fact most modern houses throughout use Ceramic tiles for their bathrooms and
kitchens and in every vital area of the premise. Ceramic tiles are also the choice of 
industry, where walls and floors must resist chemicals. And the Space Shuttle never 
leaves Earth without its protective jacket of high-tech, heat resistant tiles.

17
 

CERAMIC TILE INDUSTRY STATISTICS:

 

1. World production: 6900 Million sq.mt.

2. India's Share: 340 Million sq.mt..
3. World ranking (in production):  5
4. Per capita consumption: 0.30 sq.mt.
5. Global Industry Growth Rate:  6%
6. Growth Rate (India Domestic Market):   15%
7. Organized industry turnover (India): Rs 3000 crores
Glazed Wall Tile share: 40%
Glazed Floor Tile share: 46%

Unglazed Vitrified Tile

share: 8%

Glazed Porcelain Tile Share: 6%

Unorganised Industry Turnover Rs 3500 crores
Glazed Wall Tile share: 57%
  Glazed Floor Tile share: 35%
 
Unglazed Vitrified Tile
6%
share:
  Glazed
Glazed Porc
Porcelai
elain
n Tile Shar
Share:
e: 2%
8. Investmentss in last 5 years:
Investment Rs 2000 crores

9. Organized sector: 
Share of Production: 56%

  No. of units: 16
Revenue (excise duty): Rs 300 crores
10. Unorganized sector: 
Share of Production: 44%

200 (approx..) (70% based in

 No. of units:
Gujarat region)

Revenue (excise duty): Rs 350 crores per annum or less

11. Job Potential: 50,000 direct
500,000 indirect

18
 

2.1 Kajaria Ceramics Ltd

Kajaria is the leading manufacturer and largest Exporters of Ceramic tiles in India with
an annual turnover of 70 million USD per annum. We have two plants operating at
100% + capacity and producing 18 Million Square Meters of Wall & Floor Tiles as of 
today and with expansion on the verge of completion we will be producing about
double the current production. We are a SUPER BRAND company in India, and is a
trend setter in Indian Ceramic Tile Market which makes us the leader.

India has been slowly becoming a manufacturing base for lot of countries and offers
very good quality with very competitive prices. We are ISO 9002 & ISO 14001,

depicting our quality and a sense to secure of environment where we live. We also have
OHSAS 18001 Certificate by M/s. TUV Suddeutschland, Germany, assuring that we are
fully committed to the fulfillment of international standards in Occupational Health and
Safety Management Systems.

Kajaria Ceramics is the one of the First ceramic tile company in the world to get this
certification. We at Kajaria always believe that safe working methods lead to better 
 business performance, motivated workforce and higher productivity

On Global front we have satisfied customers in Europe, Australia, Canada, Gulf &
SAARC Countries etc. In the urge of having more of satisfied customers we wish to
develop good business relations with your company.

Kajaria Ceramics manufactures different sizes of ceramic tiles 20x20 cm, 20x 30 cm,
25x 40cm in wall tiles and 30x 30 cm, 39.5x 39.5 cm(Rectified) and 40 x40 cm in floor 
tiles.

19
 

20
 

2.2 HISTORY OF COMPANY

YEAR EVENTS

19
1985
85 The
The Comp
Compan
any
y was
was in
inco
corp
rpor
orat
ated
ed on 20
20th
th Decem
Decembe
berr at Kanpu
Kanpur.
r.
1. It manufa
manufactu
ctures
res glazed
glazed and unglaze
unglazed
d wall & floor
floor tiles.
tiles. The
co
comp
mpan
any
y ob
obta
tain
ined
ed th
thee certi
certifi
ficat
catee of co
comm
mmen
encem
cemen
entt of 
  busin
business
ess on 20th Januar
January
y 1986. It was promote
promoted
d by Shri
Shri
Ashok
Ashok Kumar
Kumar Kajaria
Kajaria,, his associ
associate
ate and Kajari
Kajariaa Export
Exportss
Ltd.Th
Ltd.Thee Compan
Company
y entered
entered into
into a techni
technical
cal collob
collobora
oratio
tion
n

agreement with Todagres

agreement Todagres S.A., Spain for the manufacture
manufacture of 
ceramic glazed wall & floor tiles.

The agreement provides for supply of technical know-how

and manufacturin
manufacturing
g assistance
assistance necessary
necessary design,
design, drawings,
drawings,
sp
speci
ecifica
ficatio
tions
ns and also
also train
train the compan
company's
y's person
personnel
nel and
with technical assistance for the setting up of the plant.

The company undertook a project to set up a plant for the

-manufacturee of 12,000 tpa of ceramic glazed wall/floor

-manufactur wall/floor tiles
in various shades.
shades. The plant is located on a plot of
of 17.5 acres
acquired from UPSIDC at Sikandrabad Industrial Area in
Bulandshahr district of U.P. main plant and machinery was
supplied by Sacmi Imola and Omis Due SPA of Italy.

Thre
Threee D.
D.G.
G. sets
sets of a to
tota
tall ca
capa
paci
city
ty of 83
835
5 KVA
KVA were
were
installedn to meet contingent power requirement.

21
 

Thee comp
Th compan
any
y has
has an ob
obli
liga
gati
tion
on to ex
expo
port
rt 25
25%
% of th
thee
 p
pro
rod
ducti
uction
on for
for a per
erio
iod
d of 5 ye
year
arss fro
from th
thee dat
atee of 
commercial production. It was hopeful of meeting the export
requirement with the help of the promoter company, Kajaria
Exports, Ltd.

Thee compan
Th company
y receive
received
d the necess
necessary
ary regist
registrati
ration
on for the
expansion of the installed capacity from 12,000 tpa to 26,000
tpa.

1987 - 700 shares subscribe

subscribed
d for by the signatories
signatories to Memorandum
Memorandum of Association.
Association.
53,32,700 shares then issued at par of which the following
were reserved for allotment:

(i) 23, 32,700 shares to promoters, Indian resident directors.

(ii) 8, 00,000 shares on repatriation basis to NRI’s and NRI

Companies owned predominantly by NRIs.

Out of the remaining 22, 00,000 shares, the following were

 preferential allotment:

(i) 2, 66,600 shares to employees, Indian working directors,

workers
workers of th
thee Comp
Compan
any
y an
and
d empl
employ
oyee
eess of the
the Kaja
Kajaria
ria
Exports LTD (only 11,400 shares taken up) and (ii) 5,00,000
shares to NRIs on repatriation basis only 39,600 shares taken
up). The balance 14, 33,400 sshares,
hares, along with unsubscribed
17,15,600 shares of preferential quotas, were offered to the
  publi
publicc in Septemb
September
er 1988. Additi
Additiona
onall 8, 00,000
00,000 shares
shares
allotted to retain over-subscription.

1989 - The company maintained an average capacity utilisation of 120% The company

st
start
arted
ed ex
expo
port
rtin
ing
g tile
tiless to th
thee Gulf
Gulf co
coun
untr
trie
ies,
s,Eu
Euro
rope
pe an
and
d

22
 

Bang
Banglad
lades
esh.
h. New
New range
range of tile
tiless were
were introd
introduc
uced
ed in th
thee
market.
market. Various
Various new designs
designs and prints
prints were introduced
introduced in
the market.The expansion programme was on the verge of 
comple
completio
tion
n and produc
productio
tion
n at the expand
expanded
ed capaci
capacity
ty was
expected to commence in June, 1990. During

August
Augu st/S
/Sep
eptem
tembe
ber,
r, th
thee co
comp
mpan
any
y ofoffe
fered
red 3,
3,22
22,0
,000
00-1
-14%
4%
secured fully convertible debentures of Rs. 100 each for cash
at par. Out of these 3,06,670 debentures of Rs. 100 each were
offered on Rights basis to the existing shareholders in the
  prop. 5 debentures: 100 Equity shares (all were taken up).
Simult
Simultane
aneous
ously,
ly, 15,330
15,330 debent
debenture
uress of Rs. 100 each were
were
offered to the employees and Indian working directors of the
Company on an equitable basis (only 785 debentures were
taken up).

Additional 31,455 debentures

Additional debentures along with the unsubscri
unsubscribed
bed
  porti
portion
on of 14,545
14,545 debent
debenture
uress from
from employ
employees
ees quota
quota were
allotted at the discretion of the directors.

As per the terms of issue, part `A' of Rs. 40 of each debenture

was converted at par into four equity shares of Rs. 10 each at
th
thee en
end
d of si
six
x mont
months
hs from
from th
thee da
date
te of al
allo
lotm
tmen
entt of th
thee
debentures. Accordingly 14,13,820 shares were issued. The
remaining part of Rs. 60 was converted into 3.53 number of 

equity shares of Rs. 10 each at a premium of Rs. 7 per share

on 15th December, 1991.

1990 - A further expansion

expansion of installed capacity
capacity from 26,000 MT to 40,000 MT was
  bei
being
ng impl
impleme
ement
nted
ed.1
.14,
4,13
13,8
,820
20 sh
shar
ares
es al
allo
lott
tted
ed at pa
parr in
conversion of debentures (Part `A').

1991 - The company was awarded CAPEXIL special

special exports award for the year 1992
for
for be
bein
ing
g th
thee la
larg
rges
estt ex
expo
port
rter
er of ceram
ceramic
ic tile
tiless from
from th
thee

country.

23
 

The company proposed a further expansion of the installed

capacity to 60,000 MT.12,47,696 shares allotted (prem. of Rs.
7 per share; prop. 1deb: 3.53 shares) in conversion of deb.
(Part `B').

1993 - The company proposed a further expansion of the installed capacity to 1,30,000
MT with the support of technical collaborators M/s. Todagres
SA of Spain. During July, the company issued 21,98,729 -
zero interest unsecured fully convertible debentures of Rs. 70
each at par on
Rights basis in the proportion of 1 debenture: 4 equity shares
held.
Another 5,49,671 - zero interest unsecured fully convertible

debentures of Rs. 70 each at par were issued on preferential

  basis
basis to promot
promoters
ers,, directo
directors
rs and their
their friends
friends,, includ
including
ing
group companies.Each debenture of Rs. 70 will be converted
into 2 equity Shares of Rs. 10 each at a premium of Rs. 25 per 
sharee on expiry of 9 months from the date of allotment
shar allotment or on
1st April, 1994, whichever is earlier.

1994 - During the year the company successfully launched wall tiles
manufactured with single firing technology which was well

ac
acce
cept
pted
ed in th
thee mark
market.
et. The
The co
comp
mpan
any
y pr
prop
opos
osed
ed to is
issu
suee
2,00,000 - 14% Non-Convertible debentures of Rs. 100 each
at pa
parr to fina
financ
ncia
iall in
inst
stit
itut
utio
ions
ns/Mu
/Mutu
tual
al fu
fund
ndss on pr
priv
ivat
atee
  placement basis.54,96,800 No. of equity shares allotted on
conver
conversio
sion
n of Zero
Zero Interes
Interestt Unsecu
Unsecured
red fully
fully conver
convertib
tible
le
debentures.

1995 - 4,25,000 No. of equity shares allotted to IFCI in terms of exercise of co

conversion
nversion

option under loan agreement.

24
 

2003 - The Members

Members approved
approved the of Mr. Rishi Kajaria as Director
Director on the Board and
ra
rati
tifi
ficat
catio
ion
n of re
re-ap
-appo
poin
intm
tment
ent of Mr.
Mr. D.
D.D.
D.Ri
Rish
shii in th
thee
capacity of Jt.Managing Director of the Company for a period
of 5years and voluntary delisting of equity shares from U P

Stock Exchan
Stock Exchangege Associ
Associati
ation
on Ltd.,D
Ltd.,Delh
elhii Stock
Stock Exchan
Exchange
ge
Association Ltd. And Calcutta Stock Exchange Association
Ltd.
Kajaria Ceramics Ltd has informed that the securities of the
company
company have been delisted from the Delhi Stock Exchange
Exchange
Association Ltd w.e.f December 10, 2003.
 
2004 - Kajaria Ceramics
Ceramics Ltd has informed
informed that consequent
consequent upon acquisition
acquisition of R&TA
Divisi
Division
on of M/s Comput
Computech
ech Intern
Internati
ationa
onall Limite
Limited
d by M/s

MCS Li
MCS Limi
mite
ted,
d, the
the Regi
Regist
stra
rarr & Tran
Transf
sfer
er Agen
Agentt of th
thee
Company stands changed from M/s Computech International
Ltd to M/s MCS Limited. The change of the same has been
approved by the Board of Directors in their meeting held on
December 26, 2003. The address, telephone numbers etc of 
the new Registrar & Share Transfer Agent are as follows :
M/s MCS Limited, W-40, Okhla Industrial Area, Phase-II,
 New Delhi 110020; Phone: 011-26384909, 910, 911; E-mail:
[email protected].

25
 

26
 

2.3 MILESTONE OF KAJARIA

1998-- Production
1998 Production of
of ceramic tiles
tiles begins with
with single
single firing technol
technology.
ogy.
1990- Expansion of capacity from 12000 MT to 26000 MT
1991- Further increase in capacity to 40000 MT

1992- Kajaria wi
wins the CA
CAPEXIL award for hi
highest ex
exports.
1994- Monoporosa wa
wall ttiiles iin
ntroduced fo
for th
the fi
first ti
time
1995- Capacity expended to 80000MT
1996- Rs 1 billion turnover crossed
1997-- World economics
1997 economics forum honors
honors kajaria as one of the top performing glob
global
al
growth company from India.
a) Kajaria capture 15% market share and reaches the no.2 position in the
ceramics industry.
b) Win
Win the
the CAP
CAPEX
EXIL
IL awar
award
d for
for tthe
he hi
high
ghes
estt exp
expor
orts
ts..

1998-- Capacity
1998 Capacity expanded
expanded to 150000
150000 MT equivalents
equivalents to 33000 sq.perday,
sq.perday, at par with
the international players.
1999- Rs 2 billion turnover crossed.
2000- National export award presented
presented by the primeminister for the outstanding
outstanding export
 performance in the ceramic glazed title segment.
2003- Rs 2390 million turnover ac
achieved.
2004-- Rs 2698 million
2004 million turnov
turnover
er achieve
achieved
d reflecti
reflecting
ng a growth of 13%

27
 

2.4 Awards

Kajaria Ceramics Limited has been awarded the "Super Brand" Title. Kajaria is the only
ceramics tile company who has won the status of consumers "Super Brand”.

Mr. Ashok Kajaria (Chairman & Managing Director) receiving the award presented by
Honorable Minster for Civil Aviation, Mr. Praful Patel

The company has had a unique distinction of having received the President's Award for 
achieving the highest exports in the industry.

Kajaria Ceramics is the largest exporter of ceramic tiles in India and consistently
winning the Export Awards.

Mr. Chetan Kajaria with the National Export Award Presented by The Prime Minister 
of India.

28
 

29
 

2.5 PRODUCTION

Kajaria Ceramics is the largest

manufacturer of ceramics tiles in India. It
has an annual capacity of 26.4 mn. Sq.
mtr
tr.. Dist
Distri
ribu
bute
ted
d acro
across
ss two
two pl
plan
antt – 
Sikand
Sikandrab
rabad
ad at Uttar
Uttar Pradesh
Pradesh (capacit
(capacity
y
9.70 mn. Sq. mtrs) and Gailpur at
Rajast
Rajasthan
han (capac
(capacity
ity 16.7
16.7 mn. Sq. mtrs.)
mtrs.)
The company has received the ISO 9001
(for quality management), ISO 14001 (environment management), OHSAS 18001 (for 
safety and health management) and SA-8000 (for commitment to society) certifications
across its plant. ), These plants also fulfill international norms.

Over
Over the
the year
years,
s, Kaja
Kajari
riaa has
has beco
become
me
synon
ynonym
ymou
ouss with
with inno
innova
vati
tion
on.. New
New
tech
techni
niqu
ques
es ar
aree di
dili
lige
gent
ntly
ly appl
applie
ied
d to
create tiles that stand apart and speak the
language of your soul. Hence every year,
we come up with exciting new concepts
th
that
at vo
voic
icee ne
new
w emot
emotio
ions
ns an
and
d ke
keep
ep up
with current trends.

It is a continuous process, which allows us to express through tiles what words can't say
and provide our consumers with new and innovative options. The new range of tiles
released this year adds to the already impressive Kajaria Collection

30
 

31
 

2.6 PRODUCTS

 Floor tiles

 Wall tiles

 Highlighter 

 Verified tiles

 Imported tiles

1. Floor tiles

a.)298 x 298 mm

32
 

i)Metallic series
Abel platinum
Abel copper 
Andes platinum
Andes copper 
Metallic bronze
Metallic copper 
Metallic platinum

b.)300 x 300 mm Smoke beige

i.)Metallic series Smoke blue
Topark nero Solaris blue
ii.)Printed Solaris grey
Avanti beige Tecnico verde
Avanti brown Tiffani beige
Exotic beige Tiffani brown
Exotic crema
Lino beige
iii.)Stone series
Lino cotto Banswara beige
Lino verde Banswara cotto
Maze beige Banswara crema
Maze cotto Colorado beige
Minto verde Colorado cotto
Monumento beige Colorado crema
  Nature Dholpur beige
Osaka blanko Dholpur brown
Osak crema Dholpur nero
Pebbles Morocco beige
Moraccco grey v.)Pearl series
Peru beige Alicante beige
Peru nero Alicante blue
Rock stone beige Alicante blanco
Rock stone grey Alicante grey
Rockstone nero Alicante pink 
Sea rock grey Alicante verde
Toscan cotto Astrale beige
iv.)Preminum range Astrale brown
Berlino beige Amphora brown
Berlino cotto Bahamas beige
Berlino grey Bahamas brown
Caserta brown Blanco neive
Desert brown Brown meditterrineo
Fabrica brown Crema
Grandur blue cuba beige
Granito brown granilia almendo
Java crema granilia aqua
Java cotto granilia beige

33
 

Kansas beige granilia blanco

Kansas cotto granilia brown
Livorno verde granilia cobait blue
Maxico beige granilia crema
Maxico cotto granilia grey
Maxico grey granilia verde
Ranger cotto havana crema
Riverstone beige libya beige
Sandstone beige libya grey
Stonelo beige limoni beige
Stonelo blanco limoni grey
Stonelo cotto linea beige
linea grey
N ova beige silver grey
  Nova crema steel grey
No  va verde Tan
Touchwood beige

c.)300 x 300 mm,(joint free)

i.)Power line Pietro beige forte
Ambra beige forte Rebecca brown
Adora aqua Toronto blanco
Debora brown Toronto crema
Doneta blanco Toronto red
Essenzia blue forte Toronto verde
Evita beige Toronto yellow
Wenge brown Valentino beige

d.)400 x 400 mm

i.)Contracto
i.)Contractor
Limoni beiger series Venus
Jaisalmcotto
er beige
Limoni grey Jaisalmer crema
ii.)Premium range  Nebrasaka brown
Bikaner beige Nebrasaka verde
Bikaner brown Neo stone
Brick stone Stonalo beige
Formato brown Stonalo blanco
Habitat Stonalo crema

e.)395 x 395 mm
i.)Rectificado Majestica verde

34
 

Albano beige Oasis beige

Albano crema Oasis cotto
Amphorna brown Oasis nero
Apollo beige pinewood
Apollo verde plasma beige
Cedar plasma brown
Congo plasma crema
Congo crema teak Word
Domino grey vella Word
Domino nero vella blanco
Domino verde wall nut
Domino beige
Everset beige ii.)metallic series
Magic beige metalika chroma
Magica cotto metalika oxide
Magica grey
Magica nero
Majastica beige

2. WALL TILE

a.)200 x 200 mm
i.)Plain Jet black 
Blanco nieve Kajaria verde
Crema Majenta
ii.)Elite plain Orange
Almondo Passion yellow
Aqua marine Pisscina
Ash grey Royal blue
Autumn yellow Coral red

Azurro
Blanco nieve Crema
Fiero
Blue iii.)Bermuda series
Candy rose Bermuda almondo
Cobalt blue Bermuda aqua
Copper brown Bermuda blanco
Jaipur pink 

b.)300 x 200 mm
i.)Plain  provenza cotto
Blanco nieve provenza verde
Crema
ii.)Mosaico series iv.)printed

35
 

Mosaico beige alpine beige

mosaico grey alpine beigeforte
mosaico silver angola beige
iii.)Provenza Angola crema
p rovenza beige Angola grey
p  rovenza brown Ankara beige
p  rovenza crema Ankara dlanco
Arabia beige Panama blue fort
Arabia grey Panama grey
Atlanta beige Panama grey fort
Atlanta beigeforte Panama verde
Monaco silver Panama verde fort
Atlanta blue Rio gold
Atlanta blue forte Rio silver  
Atlanta verde Romania beige
Atlanta verde forte Romania blue
Eureka beige Roamania pink  
Eureka pink Roamania verde
Eureka verde Silica crema
Florida gold Touchwood beige
Florida silver Touchwood pink  
Madrid beige Touchwood pink fort
Madrid crema Zurich silver 
Madrid grey Panama beige
Malta beige Panama beige forte
Panama blue

c.)250 x 400 mm
i.)Series royale Bermuda crema
Albino beige Blanco nieve
Albino crema Caserta beige

Albino grey Caserta beige forte

Albino verde Caserta blanco
Anaida beige Caserta brown
Anaida beige fort Caserta nero
Angelo beige Crema
Angelo beige forte Imperio
Avanti beige Livorno beige
Avanti brown Livorno blanco
Livorno cotto Stripes verde
Livorno verde Suede blanco
Lucacrema Suede blue
Luca brown Suede brown
Luca yellow Suede cotto

Luca verde Symphony blanco

Malibu brown Symphony blue

36
 

Malibu verde Symphony crema

Prado beige Symphony green
Prado crema Symphony red
Radiant beige Tarviso verde
Radiant beige forte Tarviso verde forte
Rivolibeige Tarviso beige
Rivoli beige forte Tarviso beige forte
Rivoli crema Tarviso grey
Rivoli brown Tarviso grey forte
Rivoli verde Teresa blanco
Satinato crema Teresa crema
Satinato Tivoli beige
Spazio beige Tivoli beige forte
Stripes beige Tivoli verde
Stripes blue Tivoli verde forte
Stripes blanco Torino beige
Torino beige forte

d.)300 x 450 mm
i.)Power line series Fabio crema
Adora aqua Lucia blanco
Adora blanco Lucia blue
Alicia crema Munich beige
Ambra beige Murano beige
Ambra beige forte Murano beige forte
Blanco neive Nadia brown
Capri brown Nadia crema
Capri blanco Pietro beige
Capri verde Pietro beige forte
Capri verde forte Rebecca beige
Circa blanco Rebecca brown

Clara blanco Romeo blanco

Clara verde Romeo red
Crema Romeo yellow
Debora brown Romeo verde
Debora crema Satinato
Donata blanco Satinato crema
Donata nero Sylvia crema
Doris blanco Tweed beige
Elena blanco Tweed beige forte
Elena brown Wenge beige
Essenza beige Wenge brown
Essenza beige forte Evita beige
Essenza blue Evita beige forte

Essenza ble forte Fabio brown

Eva crema

37
 

e.)300 x 600 mm
i.)Series exquisite
Alvira crema Lorenz brown
Blanco neive Maestra beige
Burma teak Mirnada beige
Burma wallnut Miranda brown
Crema Oakwood beige
Dolphino blanco Oakwood brown
Dolphino red Oceano beige
Elemento blanco Oceano brown
Elemento crema Onyx beige
Emilia crema Opera beige
Emilia brown Opera beige forte
Florence cotto Opera verde
Florence crema Opera verde forte
Genoa Orlando beige
Leo nardo beige Orlando beige forte
Lorenza beige Sabina beige
Valentino beige Sabina brown

3. COMPETITORS OF KAJARIA

There are many competitors of kajaria but the main competitors are

 Johnson

 Bell

 Somany

3.1 Profile
Prof ile of H & R JOHNS ON TILES LTD. 
JOHNSON

38
 

Originally formed in 1901 at Stoke on Trent, H & R Johnson Tiles Ltd developed in to a
major manufacturer of ceramic wall and floor tiles and has tile manufacturing interests
throughout the world. In 2001, the company opened a new manufacturing facility in
Stoke on Trent following an investment of over £35 million. The new facilities include
two 105 meter long roller hearth kilns together with all the associated raw material

 processing equipment. A major warehouse capable of storing a million square meters of 
tiles has been included in the new development. The new factory utilizes the latest
material handling and processing techniques which have ensured that the company’s
 products continue to lead in design and quality. With increasing focus on sustainability,
Johnson Tiles have continued to develop their unique and award winning ceramic
recycling process. Today each tile produced at Stoke on Trent contains at least 25%
recycled
recycled material
material content.
content. This process forms part of an overall programme which has
 been established to meet all regulatory requirements for energy conservation and waste
manage
managemen
ment.
t. Having
Having over
over a centur
century
y of experie
experience
nce in manufa
manufactu
cturing
ring ceramic
ceramic tiles,
tiles,

today’s products are suitable for a wide range of installations.

The company’s products are used in all types of buildings and developments throughout
the world. Johnson Tiles have also been accredited to ISO9000, ISO14001 and hold the
British Standards Institution Kitemark.

Somany story is all about grit, determination and accomplishments. It goes on to prove
that single minded focus and dedication pays. Somany’s success story started in 1936
with their stock brokering
brokering venture at the Calcutta Stock Exchanges. Soon they

embarked on their first industrial venture with their maiden project; Somany Glass
Works, a mouth blown operation, manufacturing containers glass.

3.2 Profile of BELL

Company Profile
Started in 1985 with the aim of manufacturing world-class ceramic glazed tiles

Plants
Two plants, strategically located near major Indian markets. One near  Vadodara ,
Gujarat , Western India; other near  Bangalore, Karnataka, Southern India.

39
 

Vadodara plant has production installed capacity of 63.87 lacs square meters per annum
of wall and floor tiles.
Bangalore plant has an installed capacity of 82.13 lacs square meters per annum of floor 
tiles.

Product Range
Wide range of breathtaking products to suit various consumer preferences
Ceramic Glaze Wall Tiles. 200mm x 300mm
Ceramic Glazed Floor Tiles. 300mm x 300mm, 400mm x 400mm
Also available Edge Cut Floor Tiles in large 397mm x 397mm format for that joint
free look 
Bell is a pioneer in making Non-Skid Group-V Series, Floor Tiles in 300mm x
300mm, 400mm x 400mm & In Edge Cut – 397mm x 397 mm. These tiles are
“Grandfatherr friendly & Grandson proof”
“Grandfathe

Exhaustive product range with a wide range of designs, colours, patterns, surface
finishes
ISO 9001:2000 and ISO 14001 manufacturing facilities strategically located near 
manufacturing
 prime markets in India.
Manufactured
Manufactured according to COMITEE
COMITEE EUROPEAN DENORMALISATION
DENORMALISATION
(CEN).

The Company:-

d and well-connected distribution network comprising 29 Depots, more

Well-spread
Well-sprea
than 1000 Dealers and over 4000 Retailer to ensure optimal delivery.
Country-wide connectivity of depots through world-class ERP software adds to
effective outbound logistics, inventory and receivable controls.
Exports to some of the most demanding markets of the world.
Feted with many awards for performance including Certificate of Merit conferred by
the President of India for meritorious performance in Exports
influencers and channel partners with regularly
Keeps in touch with end-users, influencers
organized events, exhibitions and meets.

40