A

PROJECT REPORT
ON
The study of tiles modern trends, in the
market
A Project report is submitted in partial fulfillment of the requirement for the
degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

(2014-2016)
Submitted by:
Nezamuddin
MBA (IC) 4th year
Roll no: 629

UNIVERSITY SCHOOL OF BUSINESS STUDIES

PUNJABI UNIVERSITY PATIALA
TALWANDI SABO
1

BATHINDA
ACKNOWLEDGEMENT

I express my sincere thanks and gratitude to SOMANY CERAMICS LIMITED for

giving me permission to do this project. I take this opportunity to express my
deep sense of gratitude to MR. SHAKEEL AHMAD and seniors who helped and
guide me to complete this project successfully. I am highly grateful and
indebted to my project guide MR. MANISH DIXIT (ZONAL MANAGER) and
for their excellent and expert guidance in helping us in completion of project
report.
I would like to thank all the dealers, influencers for spending their precious
time to provide the necessary information and guidance.
I thank one and all including my parents who helped me to carry on with the
survey and successfully complete the project on time.
I am very thankful to Somany support staff orientation center manager MR.
DEVEN ZOHAR and his team. My special thanks to Somany HR MR. DEEPAK
NIGAM

Nezamuddin

DECLARATION

I Nezamuddin hereby declare that the work presented herein is genuine work
done originally by me and has not been published or submitted elsewhere for
the requirement of a degree programme. Any literature, data or works done
by others and cited within this dissertation has been given due
acknowledgement and listed in the reference section.

(Students signature)
Registration no.2115-11-127
Date:

PREFACE
The successful completion of this project was a unique experience for me
because by visiting many place and interacting various person like,
Architectures, dealers and many more, I achieved a better knowledge about
this project. The experience which I gained by doing this project was
essential at this turning point of my carrier this project is being submitted
which content detailed analyst of the research under taken by me.
The research provides an opportunity to the student to devote his skills
knowledge and competencies required during the technical session.
The research is on the topic The study of tiles modern trends, in the
market.

LEARNING EXPERIENCE

The first thing that I have learned is, I have knowledge of Ceramic
industries. I also come to know the working of tiles dealers i.e. how the
different departments are performing their jobs successfully. It was a
wonderful experience interacting with different people and simultaneously
enhancing my knowledge and skills about creating market of a product and
selling.
By visiting and interacting with the players of the tiles industries I also
learned that how to work under the tiles industries. The working culture of
SOMANY CERAMICS LIMITED is quite good.

ABSTRACT
The purpose of this thesis is study the modern tiles trends adopted by the
different tiles companies to attract or sustain the customers. According to
this survey, sizes of the tiles, colors of the tiles, design of the size,
availability of the tiles, price of the tiles takes very important role in dealing
with the customers. These are the factors which are very important for the
survival of companies in today competitive environment. Changes in the
existing tiles sizes, colors, design according to the customers need are
known as trends.
Today, customers are very important factors in companies management
with the power to change their short term and long term policies and
strategies. Therefore enough knowledge of environment, expectations of
customers and their desires are very important to find the best solution for
facing un-expected behaviors of customers and then behave in such a way to
change the mind of customers in the direction of companys profit.

INDIAN CERAMICS INDUSTRY

Ceramic Tiles
Indias ceramic tile industry emerged in the 1950s. Tiles form the most
significant part of the Indian ceramics industry and consist of floor tiles (46
per cent), vitrified and porcelain tiles (12 per cent) and wall tiles (42 per
cent). The floor tiles segment is growing faster as compared to wall tiles.
Vitrified and porcelain tiles are recent entrants into the ceramic tile industry
and have increased the size of the market considerably. It is expected that
this segment will capture the bulk of the market gradually, replacing the
conventional floor and wall tiles segment. These tiles are light and have the
added advantage of being offered in designer looks as compared to mosaic
tiles, which are heavier and more expensive to transport. Both organized and
unorganized sectors play a key role in the manufacturing of ceramic tiles in
India. The per capita consumption of ceramic tiles in India is very less as
compared to the other countries in the world. It is as low as 0.15 sq. mtr per
annum. This low per capita consumption shows the likely demand that is
going to arise in the future in India as more and more development takes
place. Ceramic Tiles are furnishing material apart from being utility or
hygiene products. Despite an overall slowdown of the economy this sector
continues to grow at a healthy 20 percent per annum. Growth of the
unorganized sector accounted for 44 percent of the total Production and the
revenue earnings from the organized sector accounted to over Rs150 crore.
India ranks 7lth in terms of production in the world and market share of India
have risen from 1.7 percent to 2.7 percent in terms of ceramic tile
production. Tile industry is increasing 20% per annum. The industry has
many players like, dealers, architectures, intermediaries, professionals and
many more. The industry has played a vital role in the Indian employment
field. In this sector various professional are engaged and taking roles in
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Indian economic development. People are very much conscious for their
homes designs and looks, so they are using digital vitrified tiles for their
interior and exterior walls and floors of their houses. The ceramic industries
has various players likes, Kajaria, Somany, Nitco, HSIL, Orient bell etc. to
fulfill the requirements of potential customers companies also imports tiles
from other countries. The earliest ceramics made by humans
were pottery objects, including 27,000-year-old figurines, made from clay,
either by itself or mixed with other materials like silica, hardened, sintered, in
fire. Later ceramics were glazed and fired to create smooth, colored surfaces,
decreasing porosity through the use of glassy, amorphous ceramic coatings
on top of the crystalline ceramic substrates. Ceramics now include domestic,
industrial and building products, as well as a wide range of ceramic art. In
the 20th century, new ceramic materials were developed for use in advanced
ceramic engineering, such as in semiconductors.

ABOUT THE COMPANY

Somany ceramics ltd, the flagship company of H.L. Somany Group is one of
the most popular names in the Indian ceramic industry well known for its
breakthrough technological innovations and world class creative products
and designs. It is listed on the NSE and BSE of India with over 4000 share
holders.
The two manufacturing plants in Haryana and Gujarat also ISO 9002 and ISO
14001 certified and adhere to the stringent quality standards and global
processes. The company is headquartered in Noida, U.P., and has a wide
operational footprint across the country with about 2500 dealers and still
growing. The company product offering includes Tiles, Sanitary, CP Fittings,
and Tile laying solutions thus catering to varied customer needs under sub
brands like Duragres, Durastone, Somany Vitro, Somany Global, tile master,
Ezy Grout and easy fix representing different product categories. With a
sphere of influence spanning India, Africa, South Africa, The Middle East,
United Kingdom And Russia and over four decades of spearheading industry
innovation in ceramics and allied products segment, Somany ceramics has
established its presence as a leading and formidable force in the Indian tiles
sector. Since 1969, the brand has endeavored to adorn homes with delight,
exuberance and vivaciousness resounding with the quality, strength and life
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of its products. The Company has manufacturing plants in Kadi, Gujarat and
Kassar Haryana, India and other joint venture plants, generating a production
capacity of 41 million sq. meters annually. The Company is a complete
solutions provider in terms of dcor solutions with widest product selection
categories Ceramic Wall and Floor, Polished Vitrified Tiles, Glazed Vitrified
Tiles, Digital Tiles & Sanitary ware and bath fittings as well as tile laying
solution.
The company incorporated as SOMANY PILKINGTONS LIMITED in
collaboration with PILKINGTONS TILE HOLDINGS, UK in the year of 1971.
With initial capacity of 5.4 lacs sqm. Per annum at kassar (Haryana). The
company bought out pilkingtons stake in October 1995. Now the company is
known for the front runners in the Ceramic industry in India. Present capacity
of the company has reached to 45 million. Sqm.per annum. The name has
changed to SOMANY CERAMICS LIMITED in February, 2007.
With a humble beginning in 1969, Somany Ceramics Limited has been a
front-runner serving millions of customers worldwide. Riding high on Shri H.L.
Somanys dream the company not only achieved unparalleled success, but
also established its presence as an unchallenged leader in the Indian tiles
sectors.
Catering to the needs of the esteemed customers, Somany always tried to
relentlessly set benchmarks and create trends in home interior design. The
history of a company which has captured the memories of its customers as a
strong witness to every moment of their joy and emotions beers testimony to
the durability of its products.
Somany Ceramics with the plants in Kadi (Gujarat) AND Kassar (Haryana), is
the producer of the highest quality of ceramic glazed tiles, vitrified tiles,
sanitary ware or porcelain floor tiles. Somany started off with a clear
distinctive position, that of being strong, durable and effectively close to the
heart.
Somany has captured the memories of millions of customers by creating
trends in home interior design. It has brought about an unprecedented
change in the lives of people by consistently evolving with the Indian
market.From implementing the newest in Technological brilliance to a
steadfast practice of lateral thought and trend-setting tenets, to pioneering
several first in design and style for consumers. Somany ceramics determined
pursuit of delivering excellence has placed its brand in an illustrious bracket.

It was Shri H. L. Somanys vision that propelled the company to emerge as an

unchallenged leader in the Indian tiles sector.
To sustain a dream of such a magnitude, it is always important to stay ahead
of your time. This truth, realized by Shri H.L. Somany was not only executed
through the superior and innovative style and quality of Somany products,
but also sustained through the wisdom of the following generations of
leaders. With Shri H. L. Somany at the helm as founder, Shri Shreekant
Somany as the CMD and Shri Abhishek Somany as the JMD, the company is
heading towards an exciting phase of expansion and growth.
On this journey to success, the company also won a lot of acclamations and
laurels adding to the magnificence of its growth.
We are the 1st company in the Indian tiling industry to get government
recognition for our in house R&D center. Other notable accreditations came
in the form of BIS Certification and the LACP Spotlight award. We also bagged
the most prestigious Power Brand Award 2011-2012 and Asias most
promising brand for 2012-2013, setting new benchmarks in the industry.
Another contemporary offer in the kitty was the launch of high definition
Somany digital tiles which became an instant hit in the market. While we
continue to walk away with most of the leading and prestigious awards in the
industry, we are equality active in participating in various exhibitions locally
and across the globe showcasing our products and designs and getting
applauded at international platform as well. With all these innovations and
ever expanding operations within the country and also globally, we are sure
to set new benchmarks of quality and service delivery with integrated efforts
of all departments and functions, thereby leading the Ceramic tile industry
and being at the forefront of change.

HALL OF FAME
1. The first one to get the membership to the Indian green building council.
2. First Indian tile company to get SONCAP certification in Nigeria.
3. Somany has earned the INDIAN POWERBRANDS AWARD 2011-12.
4. First Indian tile company with ISO 14001 certification.
5. First Indian tile company with ISO 9001 2008 certification.
6. The one and only Tile Company in India to have the VC Patent certificate.
10

7. The only Indian tile company to have the BIS mark license.
8. Honoured with the Asias most promising brand of the year (2012-2013,
2013-2014) the
industry category of ceramic tiles.
9. ISO 9001 certification for quality of manufacturing facility.
10. BS OHSAS 18001 certification for maintaining health and safety standard.
11. ISO 22000 certification for IRS product first Indian tile company to be so
accredited.
12. 5S certification for maintaining organized and efficient work place.
13. LACP spotlight gold award for its annual report 2011-12.
14. EN ISO 14411 (CE) certification for complying to quality norms defined by
European standards.

Vision of the company

Most sought after tile and allied product in India and be the best employer
in the tile industry.

Mission of the company

achieving customer delight through business innovation and cost
effectiveness while pursuing latest fashion trends in ceramics & allied
products for creating stakeholders values.

Wall tiles
SOMANY ceramics main focus to manufacturing supreme quality wall tiles for
kitchen, bathroom, bedroom, living areas come alive. Somany tiles are
maintaining international quality standard products for customers. Our
products are best in quality with unique & stylish quotient. Somany ceramics
have wide range collection of wall tiles for home, office and hotels wall in
India.

Sanitary ware & bath fittings

This segment currently contributes to around 4% to the total sales of the
company. however, the company entered into sanitary ware and bath fittings
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segment in the year 2007 and 2010, respectively. With the increase in scale
of operation, the company is taking strategic move in the sanitary ware
space by investing into 26% equity in Sonec sanitarywae Pvt. Ltd., which has
an existing capacity to produce 0.3 mn pieces per annum.
Sales from the segment grew by 65% to Rs49.53 Crores in 2012-2013.

Exports
Along with being considered the epitome of quality and durability, not only
in India, but also in international markets, brand Somany has established
itself as an unchallenged leader of innovation and design. Somany Ceramics
Limited vows to keep going from strength to strength in exports with the best
most varied range of wall tiles, floor tiles, Sanitaty wares and bath fittings.
Boasting of its availability in Europe to the Middle East and from Asia to
Africa, Somany is a truly global company, an undisputed leader in the
segment.

Leadership by design
Over the years, Somany has held a clear and distinctive position among the
top 3 manufacturers of tiles in India. Striving to enhance its position using its
long standing record in innovation, quality and durability; the company is
relentlessly working towards setting benchmarks and creating trends in the
tiles sector, with access to 44 mn sqm of tile manufacturing capacity of
ceramic, polished vitrified and glazed vitrified tiles. Over the decades of
spearheading industry innovation in ceramics and allied products segment,
Somany ceramics has established its presence as a leading and formidable
force in the Indian tiles sector. From implementing the newest in
technological brilliance to a steadfast practice of lateral thought and trendsetting approach, to pioneering several first in design and style for
customers, Somany ceramics determined pursuit of delivering excellence has
placed its brand in an illustrious bracket. The company at all times has
focused on acquiring and leveraging on latest technology to be recognized
as an undisputed leader in design & innovation. In this pursuit, Somany
brand has been astonishingly successful for delivering products that reflects
a consumers personality, making it the most valued brand in the category.
The company has come a long way to be recognized as a trail-blazer for
everyone to follow. Through its entrenched distribution network, it has
reached millions of households in India as well as abroad. It has 6500 plus
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touch points including 223 franchisee showrooms/own display centers spread

across the country, making the company stand out as distinct and diverse.
During the year, the company set a fine paradigm of leadership in the
market by achieving 19.3% growth in its top-line amidst dismal economic
scenario and equally tough market competition. By venturing into the
sanitary ware and bath fittings segment, the company is yet again ready for
another successful leap into the future of growth and prosperity.

Preference by design
The brand value of the Somany has been at the fulcrum of every move made
so far by the company. Taking a pie share of the customers mind space,
Somany has always been seen as a company focused on creating products
that fair well with its consumers expectations. True, the companys spending
on brand strengthening exercises like advertisement in electronic, print and
social media, participation in prestigious exhibitions and sponsoring
architecture and design conference etc., has been on a rise and forms an
integral part of the years key activity calendar.
The quality of the products is paramount at Somany. The company products
rigorous testing of its own as well as the outsourced products in order to
achieve the quality its customers respect the company for.

Innovation by design
Somany has been taking effective measures towards offering best-in-class
designer products to its end-consumers. The company invests a lot in
technology and as a result of its efficiency in R&D has been able to introduce
many path breaking designs and products in the market. Due to the quality
expertise, the company today owns patent for the veil craft shield (VC)
technology, a first-of-its-kinds in the Indian tile industry. It has recently filed a
patent for the slip resistant tile branded as Somany slip shield, which is
another quality endured product that the company has introduced in the
market recently. Somany has also pioneered the launch of 800 MM
(80cm)*1200CM (120cm) large-size tiles, which have received an
encouraging response from the market.
The patented VC shield tiles got another recognition. These were selected for
Corporate Technical Achievement awarded by the reputed International
ceramic body, The American Ceramics Society (ACerS).
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In the last two years, we have installed 7 digital printers in our own
manufacturing facilities, which enable us to produce digital tiles with even
more precision.

Empowering by designs
The company believes I motivating its human capital by creating a sense of
belongingness among them. To this effect, the company has a cohesive HR
policy and various programs in place. These programs cover all aspects of an
employees tenure- from his induction into the company to its overall skill
and personality development. The company has been able to bring down the
attrition rate to 11.2% from 16% in the last two years.
The youth and vibrancy of the company has translated to the employees
integrally in the form of overall enthusiasm they display in taking forward the
companys vision of growth and progress. The average age of employees in
FY2014 was 35 years, which the company targets to bring down to 34 in
FY2015. When an employee enters the organization, he goes through an
interaction program named HR One to internalize him to Somanys work
culture. Stay interviews are conducted throughout the year to gauge the
motivation levels among the employees to stay within the organization.
Improvisations are suggested or implemented in case of any viable
dissatisfaction found during the interviews.
Somany as a company believes in overall progress and development of its
employees and so have programs like personal excellence course and
internal faculty development put in place. With these programs, Somany
attempts to perk up the skills of its employees overall and as per the
requirements of the organization.

Growth by design
The leadership position, brand and marketing spends and the ability to think
innovatively have all contributed to the overall growth of Somany Ceramics.
Today, the company is the frontrunner in the industry. With its robust internal
structure and strong foundation, the company has been able to keep its
financial growth trajectory intact. While the industry grew at 14%, the
company has been able to maintain a top-line growth of 19.3% during the
year. Even when the production was halted due to an uncalled for strike in
Morbi, Gujarat, the company managed to achieve the target that it had set

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for itself for the year. This is entirely the result of a strategy designed to take
the company to greater heights of success.
The company has been continuously working on improving its cost-efficiency
through effective mechanism, which is helping it maintain its position even in
tough market scenario and high energy costs. It is looking at exploring more
and more geographies through its world-class products and has already
achieved a 40% hike in exports over the last year.
All this together, makes Somany and growth a perfect combination.

REVIEW OF LITERATURE
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MEANING AND DEFINITIONS

The word "ceramic comes from the Greek word (keramikos), "of
pottery" or "for pottery", from (keramos), "potter's clay, tile,
pottery". The earliest known mention of the root "ceram-" is the Mycenaean
Greek ke-ra-me-we, "workers of ceramics", written in Linear B syllabic
script. The word "ceramic" may be used as an adjective to describe a
material, product or process, or it may be used as a noun, either singular, or,
more commonly, as the plural noun "ceramics".
The
earliest
ceramics
made
by
humans
were pottery objects,
including 27,000-year-old figurines, made from clay, either by itself or mixed
with other materials like silica, hardened, sintered, in fire. Later ceramics
were glazed and
fired
to
create
smooth,
colored
surfaces,
decreasing porosity through the use of glassy, amorphous ceramic coatings
on top of the crystalline ceramic substrates. Ceramics now include domestic,
industrial and building products, as well as a wide range of ceramic art. In
the 20th century, new ceramic materials were developed for use in advanced
ceramic engineering, such as in semiconductors.
16

A ceramic is an inorganic, nonmetallic solid material comprising metal,

nonmetal or metalloid atoms primarily held in ionicand covalent bonds. The
crystallinity of ceramic materials ranges from highly oriented to semicrystalline, and often completely amorphous (glasses). Varying crystallinity
and electron consumption in the ionic and covalent bonds cause most
ceramic materials to be good thermal and electrical insulators and
extensively researched in ceramic engineering . Nevertheless, with such a
large range of possible options for the composition/structure of a ceramic
(e.g. nearly all of the elements, nearly all types of bonding, and all levels of
crystallinity), the breadth of the subject is vast, and identifiable attributes
(e.g. hardness, toughness, electrical conductivity, etc.) are hard to specify for
the group as a whole. However, generalities such as high melting
temperature, high hardness, poor conductivity, high moduli of elasticity,
chemical resistance and low ductility are the norm, with known exceptions to
each
of
these
rules
(e.g. piezoelectric
ceramics, glass
transition temperature, superconductive ceramics, etc.). Many composites,
such as fiberglass and carbon fiber, while containing ceramic materials, are
not considered to be part of the ceramic family.

CERAMIC TILE
Ceramic tile is affordable, easy to install, easy to maintain, and comes in a
wide variety of colors, textures, and sizes so its a good option for many
environments. Ceramic tile should not be used for exterior projects where
the temperature drops below freezing because it doesnt withstand
fluctuation in temperature well; however, it is moisture resistant, which
makes it ideal for interior floors, walls, countertops, tub surrounds, bathroom
and kitchen backsplashes, and showers.

PROCESSING CERAMIC TILE

Ceramic tile is made from a mix of clay and other natural materials such as
sand, quartz and water which have been pressed under very high pressure
into squares, rectangles, or even ovals. Ceramic tiles can be glazed or
unglazed. Once the tile is completely dry and moisture has been removed,
the ceramic tiles may be glazed to create a water resistant seal and add
color and texture to the tile. To create color, pigment is added to the glaze
which can be high-gloss or matte.

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After the glaze is applied, the ceramic tile is then baked in a kiln to seal the
color onto the clay. If the finished design will have many colors, then multiple
rounds of glazing and firing take place to create the final pattern. Terra cotta
tiles are glazed after installation.
Ceramic tiles can be sold individually or mounted on mesh sheets (especially
when cut small or arranged in a predefined pattern, like a mosaic).

GRADING CERAMIC TILE

Ceramic tiles are graded based on their intended use. Grades I, II, and III are
for residential applications from very light (Grade I) to heavy foot traffic
(Grade III). A Grade II tile would be more than adequate for a residential
bathroom or wall application. Grades IV and V are designed for commercial
ceramic tile applications where the floors will have to withstand a very heavy
amount of foot traffic. Ask your Arizona Tile sales person about the
environment in which your tile will be used.

CERAMIC VS. PORCELAIN TILE

Ceramic tile does not typically carry the color of the tile through the body,
so if the tile is chipped, the flaw will be noticeable. Porcelain tiles have
pigment baked all the way through the tile, known as color body porcelain,
so a chip is less noticeable. Porcelain tiles have a water absorption rate of no
more than .5 which makes them waterproof. Porcelain tiles can be installed
unglazed and even be given non-slip surfaces for commercial applications.
Ceramic tiles are softer and easier to cut, making them ideal for do-ityourself projects. Porcelain tiles are much denser, so they are difficult to cut
unless commercial grade cutting saws are used.

The Importance of Flooring Tiles

More and more people nowadays want to achieve a perfect look for their
house and the one thing that adds to the overall look especially within the
house are the floors so if you are searching for the best way to attain your
desired design, flooring tiles are the perfect option for you. One of the most
widely used replacement of a traditional flooring selections namely carpet is
the floor tiles for it provides more sturdy and can actually last long making
every part of your house achieve a magnificent change instantly.

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Having to floor your tiles offer you a reasonable price compared to other
patio flooring procedures plus it is also incredibly simple to set as well. When
it comes to appearance, looking for the perfect tiled floor have a lot of
choices that seems infinite. The reason why there a lot of selections is
because of the many distinct sizes, patters, colours, and styles that are
available whether you want something unique for your house to be
noticeable or something stylish that you will definitely find right away.
Home owners also have their own reasons why they want to update or
change their floorings. Some of these reasons include that floor tiles are
incredibly durable because they are usually made with hard-wearing
materials like ceramic and other luxury materials like the marble. Because of
its hard-wearing materials, you will find that floor tiles cannot be scratched
easily compared to other materials like wood plus they cannot also be
stained just like that.
You'll love the fact that flooring tiles are waterproof. To provide a sense of
comfort is one of the main benefits of flooring tiles because even if they are
strong, they will surely indicate that you have an even floor. Flooring your
tiles will also save you from cleaning all the time whenever there is water
slips because floor tiles are waterproof making it hard for it to be easily
damaged unlike on the other flooring kinds like the carpet where it can be
easily damages when water hits it.
Home owners can find event flooring the tiles a convenient to buy because
of the fact that it can also be cleaned without difficulty which can save you a
lot of time and not only that but your energy as well. Try to have a creative
mind and choose a design that will most likely get you an approving look
from your family and friends and you will surely be loved for the perfect
decision you have ever made for your family.

Importance of tiles in interior designing

Tiles play an important role in interior design, setting the look and feel of the
house.
Tiles are used to create the desired ambience but can also be difficult to
choose. Consulting an interior designer can be useful as they can provide
good advice on making the correct selection.

19

Ceramic tiles are in vogue especially in modern houses, and are available in
various colours and colour combinations. In addition to standard sizes,
custom sizes can also be supplied to meet specific requirements.
Ceramic tiles are versatile in application and can be used almost anywhere
including walls, fireplaces, ceilings and floors. These tiles have a number of
qualities that make them perfect for tiling almost any part of the building.
Delivering thermal, chemical, and mechanical characteristics, ceramic tiles
are resistant to impact, force, stain, and water absorption.
Ceramic tiles are especially recommended for bathrooms due to their
innumerable advantages, and can be used innovatively.
Non-porous and slip-resistant tiles are perfect for bathrooms with their
functional benefits. From an aesthetic point of view, bathroom tile colour can
help create a unique look. White is a popular colour for bathrooms as it
makes the bathroom look simple, clean, and fresh. Bathroom tiles usually
have neutral colours. White bathroom tiles with blue accents look very
relaxing, giving the bathroom a spa-like feel.
The size of bathroom tiles should be decided according to the size of the
bathroom. A small bathroom has to be fitted with small sized tiles; large tiles
will look ridiculous and make the bathroom appear smaller. Commonly used
around the baseboard and shower area, ceramic tiles are used today on most
bathroom vanities.
Available in a wide choice of colour and size, bathroom tiles offer significant
creative scope in design. While purchasing bathroom tiles, ordering a few
extra tiles is advised so that there is no need to compromise. Bathroom tiles
with deep colours and vibrant patterns can change the entire look of the
bathroom.

Types of tiles
We briefly covered vitrified tiles here on House to Home on 6th September.
Today we would just touch upon the various other types of flooring material
that is available in the market today for your consideration. There are several
types of tiles used for residential and commercial applications. Tiles provide
one of the most cost-effective and environmentally friendly flooring choices.
Tiles are made from natural clay and often from other (recycled) materials.
Tile manufacturing does not necessitate the use of heavy chemicals or other
harmful substances used to make other flooring types. There are no trees to
20

be cut down as with hardwood floors, and the best part is that tiles are
durable and have a long lifespan.

Ceramic tiles
We briefly covered vitrified tiles here on House to Home on 6th September.
Today we would just touch upon the various other types of flooring material
that is available in the market today for your consideration. Ceramic tile is
the most common tile used in the US in offices, stores and homes. Ceramic
tile comes in two forms: glazed and unglazed. Unglazed tile (see below) is
referred to as quarry tile. Ceramic tiles are made from clay and then heated.
The glaze is added after the firing of the clay tile, which creates the color of
the tile. The glazing process allows for the creation of infinite color
combinations.
Why Ceramic Tiles are a Great Choice for Your Floors, Walls, Backsplashes
and More
Ceramic tile is one of the most popular flooring choices used in homes and
offices throughout the United States and around the world. Ceramic tile is
also a popular choice for walls, backsplashes, showers and more. Used in just
about every room in a home, ceramic tile is beneficial for you and your
home. Its beneficial for you because its environmentally friendly, reduces
household allergens, increases your homes value and is one of the smartest
flooring choices around. Practical, functional and beautiful all describe
ceramic tiles. From the many sizes, shapes and textures, youll be amazed at
all the choices you have for designing your dream floor, backsplash or wall.
Read below to learn some more ceramic tile benefits.

Benefits of Ceramic Tile

Environmentally friendly Ceramic tiles are made from raw materials,
including clay, sand and glass. These materials are combined with other
recycled materials to form ceramic tile. Many ceramic tiles are made from
recyclable content. Ceramic tile can also help to reduce your energy use (and
bills) by keeping your house cooler in the summer. They also add some
insulating qualities to your home for the winter.
Low maintenance Ceramic tiles are easy to maintain, from simple
cleaning to optional sealing over time. Beside cleaning, there is no special
maintenance involved.

21

Easy to clean Sweep and wash! It doesnt get simpler and cleaner than
that. Ceramic floors make excellent kitchen floors as they can be easily
wiped and disinfected from spills. If the grout gets dirtier than you like, you
can use a specially formulated grout cleaner to help get the dirt off.
Cost Ceramic tiles are cost effective. As with all tiles, the more high end
the tile you choose, the higher the cost of the project; the more detailed the
design, the more youll pay. On average, ceramic tiles cost from $1 to $15
per square foot for materials and $3 to $8 per square foot for installation.
Endless style and design options There are literally thousands of
different ceramic tiles around the world. The shapes, colors, styles and
designs are vast.
Repairable Got a crack? Make sure to keep a few extra tiles around in the
event of a crack.
Increase your home value Ceramic tiled homes have greater resale
value and homes with ceramic floors have a higher general home value
when appraised.
Scratch resistant Class 3 and Class 4 ceramic tiles (tiles which are made
for moderate to heavy floor traffic) dont scratch.
Reduces household allergens Unlike carpets and rugs, ceramic tile does
not attract dust and dust mites. Homes with ceramic floor tiles have less dust
in the air, making the air in your home much healthier by reducing the
amount of household allergens. This is a fantastic benefit, especially for
those who suffer from dust-related allergies.
Moisture resistant You wont have to worry about accumulation of
moisture in ceramic tiles. You can also wash the floor with lots of water if
desired. Unlike wood floors, water will not damage ceramic tiles.
Quarry tile is unglazed ceramic tile. It is an inexpensive, durable and
natural option for industrial, commercial and residential tile applications.
Quarry tile is used a lot in industrial settings because it is so durable and can
also be used outdoors. It has some other great qualities as well, such as
being less prone to chips and scratches. In colder climates, freeze-resistant
grades of quarry tile are used to prevent any weather-related problems. Like
almost all tile types, quarry is porous, which means that it can become
stained. Those who choose to install quarry in a kitchen generally apply a
22

glaze-like seal or wax finish to help prevent stains and other damage. The
color selection is not as vast as with other tile types, but there are several
shades of red, orange, brown, gray and more. In residential applications,
quarry is used for kitchens and pathways because it has a naturally coarse
surface, making it less slippery than some other surfaces when wet. Strong
mortar and grout is used during installation to ensure a strong hold between
the tile and the floor. Use limited amounts of water when cleaning unglazed
or unsealed quarry. Lots of water exposure can lead to mold growth in the
grout. The water exposure can also damage the unglazed tiles
Porcelain tiles. Porcelain tile is a type of ceramic tile. The difference
between porcelain and ceramic is that porcelain is fired at a higher
temperature, making it more dense and moisture-resistant. Porcelain tiles
are also less porous, making them more stain-resistant. For these reasons,
most porcelain tiles are suitable for both indoor and outdoor installations.
Porcelain tiles are hard to cut due to their density and hardness, so the cost
and labor involved is often higher. Porcelain tiles are available in matte,
unglazed or a high-polished finish. In recent years, the prices have become
closer to those of ceramic tile.
Mosaics tiles. Tile mosaics allow you to be creative with your tile design.
Mosaics are most commonly used for smaller areas, such as a bathroom or
kitchen backsplash, or even small counter space areas. Mosaic tiles are
usually less than six square inches and made of porcelain or clay
composition. Many come in squares, octagons, hexagons or other unique
shapes. The tiles are also available in pre-mounted paper or fabric mesh
sheets.

Marble tile
Marble is a versatile natural stone which has been used for centuries in
homes to create a luxurious and unique look. Because marble is a natural
stone, there are variations in the color of each tile. Many homeowners like
this, as it creates a unique, one-of-a-kind design, while others prefer a more
consistent look, like ceramic tile. Marble is porous and must be sealed just
like all other tile types.

Natural Stone Tiles

There are several types of natural stone tiles which are used for flooring,
walls and more. These include:
23

Granite Granite has been used for countertops for years, and it is also
used for shower walls and bathroom counters. Granite tiles are naturally
antibacterial and arent damaged by water contact, which is why they are
such a great choice for kitchen and bathroom applications.
Slate Slate tiles are growing in popularity due to their versatility. They are
even used as roofing shingles. Slate is a natural material and is available in
several color ranges, from gray to purple to black. Slate is used outside as
well as inside because of its natural look and range of colors.
Travertine Travertine is natural beige stone and is used for bathroom
flooring, kitchen backsplashes, shower mosaics and more. View travertine
tiles.
Sandstone Sandstone, which is extremely durable, has a grainy look and
feel. It is often used for wall applications. View sandstone tiles.

Digitally printed tiles: The latest trend in home

decor
Tiles are now one of the most sought-after options in defining the look of
homes; not just on bathroom and kitchen walls, but even on walls in the
living area, portico, patio and other areas. The tiles are evolving and there
are a varied number of choices equivalent to their numerous purposes.
The latest trend is digitally printed tiles. These tiles are increasingly in style
as they give walls a stunning art work deviating from the clichs of the dull
painted walls. With boundless design possibilities, sharper finishes and high
resolution printing, digital tiles is now becoming ceramic art for the walls.
These tiles are created based on principles and procedures which are similar
to graphic art work which offer photo-like high-resolution impressions.
Through digital design tiles can be decorated virtually with the best photoquality image or design on plain or a textured surface. The USP of such tiles
are that they are high definition (HD) digital tiles, that is, advanced digital
printing technology which provides enhanced high-definition reproduction of
colours and objects and also provides exact impressions of stones, marble
and wood. This latest technology makes even the minutest details come
alive.
The use of high definition printing on curves and edges capturing detailing
on every fragment of the tile surface creates a virtually flawless digital
24

canvas in almost any form. These tiles also have 3D technology. Threedimensional tiles with high and low relief will help achieve a unique
handcrafted effect for the walls.
Tiles with the natural finish of marble and wood are most preferred. Marble
design tiles have a super glossy finish that gives a marble like feel to the
surface. These marble finish digital tiles are very affordable and long lasting.
For high-end luxury homes, tiles with metallic textures and patterns
embossed in gold, silver, bronze, copper or steel are popular to add the glam
and rich quotient.
Properly installed digital tiles will outperform and outlive nearly any other
wall covering product. These are anti-bacterial and odour free tiles which
provide better hygiene conditions. These HD Digital tiles resist stains, dirt
and can be cleaned up with a damp mop, sponge or common household
cleaners.
A feature wall with digital tiling stands out like nothing else. This is where the
rest of your walls are plain, but you have one patterned or brighter section.
For instance white washed walls or plain tiles or maybe simple colour
wallpaper could be used throughout a room with a wall or section of digital
tiles to add interest. The tiles are jointfree which refers to a perfect cut tile
that gives a complete joint free look. These tiles do wonders in a nursery or
the childrens room making it more exciting for them.
Digital tiles are also becoming increasing popular in rooms such as the
bathroom. These tiles can make a small room look bigger with the correct
selection of the most suitable tiles. These digital tiles can be used across
both walls as well as floors to make it exquisite yet, simple. Being highly
affordable is another reason for their increasing popularity amongst all.
Dcor of the house now makes a statement and defines one as much as a
piece of clothing does. Digital Tiles are sure to make that statement in your
home.
Digital tiling is a fashionable and practical way to decorate many rooms of
your house. It is great for walls and floors, digital tiles can add that individual
and personal touch whilst at the same time providing a protective surface in
your home. Add a style quotient to your homes, making it unique and very
personal.

25

These creative digital tiles are not only becoming a major hit in the domestic
market, but, overseas as well. So, just like everything else out there, go
digital with the digital tiling option.

What the differences are between vitrified, double

charged and digital floor tiles?
Nano polished vitrified tiles: If we apply a layer of liquid silica on vitrified
tiles then it fills the micro (nano) pores on the tiles surface and makes it
smoother in feel. This type of tiles is called nano polished vitrified tiles.
Nowadays most of the factories in Morbi offer nano polishing for
soluble salttiles so fewer pores are visible and tiles looks more shiny &
smooth.
Double Charge (DC): This is a type of vitrified tiles where the press feeds
two colors on the tiles bisque and makes a thick layer of design on top of it.
So such design layer becomes 3 to 4 mm thicker. This makes
double charge vitrified tiles ideal choice for heavy traffic commercial
projects.
Pros: + DC tiles have very long life compared to traditional soluble salt
tiles.
Cons: - Due to technology limitations the design patterns are limited.
Glazed Vitrified tiles (GVT): Some companies in Morbi (like Italica)
manufacturers vitrified tiles with glazed surface; it is called Glazed Vitrified
Tiles (GVT). Main advantage with GVT is it offers option of making any type
of design/art work that is only possible in this type of vitrified tiles. Many
type of textures (like wooden, bamboo, slate or stone) are possible in GVT.
UPDATE about GVT: Recently because of digital printing technology over
vitrified tiles there are more design options possible in GVT. Probably more
vitrified tiles will be now printed with digital technology.
Pros: + The glaze layer on top of vitrified tiles offers us to print any designs.
Further because of digital printers the designing possibilities became infinite.
+ GVT tiles are the best for any kind of requirement. Marble patterns,
wooden patterns or anything you can imagine is now possible in GVT.
Cons: - Because of digital technology the cost are higher. We predict that it
will come closer to other type of tiles in short time.

10 Factors in Selecting Tiles for Flooring

26

Homeowners and builders have several different options to consider in

selecting tiles for flooring. Tiles are attractive, durable options to consider.
Though tiles are most commonly used in the kitchen or bathroom, they are
also great options to consider in other parts of the house. Before you select
tiles for flooring, there are several factors you must consider.
1 Material
Some of the most popular tile materials are wood, laminate, ceramic, brick,
marble, granite, slate, porcelain, mosaic and vinyl. All these materials are
available in many colors and price ranges.
2 Durability
While ceramic, brick and vinyl are highly resistant to wear and tear, some
other options such as granite and marble may be prone to cracks and
staining. Before you select a tile, carefully consider the foot traffic in the
intended area of installation.
3 Resistance to Water
In areas such as the kitchen and bathroom, some of the better options for
tiles are materials such as marble, granite, mosaic or ceramic. However, you
must also remember that the smooth finish on marble and granite can
increase the chances slipping. Hardwood and laminate are not good choices
for the kitchen or bathroom.
4 Indoor or Outdoor Use
Some of the best tiles for outdoor use include terracotta, clay and brick. Most
other tile materials can be adversely affected by the elements if they are
installed outdoors.
5 Ease of Maintenance
The texture of the tile and the number of grooves on the material have a
direct relation with the amount of dirt the tiles will accumulate. You must also
consider the compatible cleaners for the tile. Stone tiles and other expensive
options require special cleaners that will not erode the sealant or damage
the surface.
6 Resistance to Chemicals

27

If you plan to install the tiles in a commercial environment or in an area

where they may be subject to abrasive materials or chemicals, you must
select a hardy tile, such as slate.
7 Attractiveness
Tiles are available in a variety of finishes ranging from glossy and semi
glossy to dull. Some of the tiles that are most sought after for their
attractiveness include marble, granite and hardwood. Mosaic tiles are also
attractive and provide a range of color options.
8 Size and Shape of Tiles
Square or rectangular tiles are no longer the standard. Tiles are available in
every shape imaginable. Some interesting options include hexagonal,
octagonal, circular, triangular and concave shapes. Keep in mind the final
look you want to achieve. Choose darker colors for high traffic areas that are
prone to more dirt.
9 Room of Installation
Higher traffic areas such as the living room, family room and kitchen require
tough tiles that will last for long. Kids playrooms require tiles that will stand
up to abrasion and heavy use as well. Bedrooms can be suitable for stone or
wood tiles that will require delicate care.
10 Exposure to Sunlight
Consider the amount of sunlight that streams into the room at different times
of day. Some tiles are equipped with ultraviolet proof coatings that provide
more protection. Synthetic materials such as concrete and vinyl offer more
sunlight resistance.

Differences between Floor Tiles & Wall

Tiles
Tiles are available in a wide variety of materials, shapes and colors.
However, not all tiles are suitable for all surfaces. Learn about the differences
between floor and wall tiles to avoid installing the wrong type of tile.
Differences in Ratings

28

The National Floor Covering Alliance utilizes a P.E.I. Wear Rating System to
calculate the durability of tiles. Generally, floor tiles in most areas of the
house and in all commercial settings should have a P.E.I rating of 3, 4, or 5.
Most wall tiles will have a rating of 0, 1 or 2
Differences in Finishes
Wall tiles are generally smoother and slicker than floor tiles, especially when
wet. Often, floor tiles will be textured in order to make them safer to walk on,
and more slip-resistant. Wall tiles may also have an uneven finish, which
would make them inappropriate for use on the floor
Differences in Thickness
Floor tiles are generally much thicker than wall tiles. Floor tiles need to be
thick enough to withstand foot traffic, heavy furniture and impact from falling
objects. Because wall tiles need not absorb any of these stresses, they can
be thinner and more fragile
Differences in Glazing
Floor tiles must either be manufactured with a glaze---or capable of
absorbing a glaze---to make them waterproof. Wall tiles are usually glazed
with a semi-gloss or matte finish, and may be too porous as a result. Porous
wall tiles should not be used in a backsplash.
Both floor and wall tiles are available in a wide range of sizes. Some
decorative tiles may be as small as 1" x 1", while some larger tiles may be as
big as 3' x 3' or larger. Generally, the commercial mortar that adheres tiles to
the surface cannot hold tiles larger than 12" x 12" on a wall. Larger tiles
attached to walls will require specially formulated mortar.

29

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Title: To study the tiles modern trends in the market.
Title Justification: Title is self-explanatory. The study mainly deals with the
quality, brand awareness, price analysis and above all customer experience
about the various tile products and categories.

30

Objective: To determine the awareness level of tiles trends in different

major tile players among the architects. To determine the customer
awareness level, particularly for new users of tiles. In depth study on the
market demand of tiles on the basis of its features. To determine the factors
which are taken into consideration while purchasing the tiles? Determining
the sizes for wall & floor tiles which are widely acceptable.
Significance of the study:
This is a limited study which takes into consideration the responses of 30
architects, customers feedback. This data can be explorated to take in the
trends across the industry. The significance for the industry lies in studying
these trends that emerge from the study. It is a rapidly changing and
evolving sector. A study like this can attempt to guide the future of the
industry based on current trends. Also the views of the architects and dealers
would help in determining the future strategies of the companies and add to
the betterment of end user requirement.
Significance for the researcher: To have a firsthand research experience
about tiles industry. Various primary and secondary data sources would help
in shaping a good notion about the industry.
Research Design:
Type of Research:
Exploratory and descriptive research
Size of sample:
30 Architect or Contractors,
Area of study:
Delhi and Delhi-NCR
Sampling procedure:
Convenience Sampling

Method:
The research is primarily both exploratory as well as descriptive in nature.
The sources of information are both primary & secondary. A well-structured
31

questionnaire was prepared and personal interviews were conducted to come

to the conclusion. The method which was adopted by me for this project is to
do a market survey and then on the basis of that sampling was done, and
data was collected with the help of questionnaire.

DATA COLLECTION
Data can be defined as factor information obtained through scientific
observation or experiments, through which conclusions or inferences can be
draw.
THE DATA FOR THIS STUDY WAS OBTAINED FROM TWO SOURCES:
1. PRIMARY SOURCE OF DATA
2. SECONDARY SOURCE OF DATA
PRIMARY SOURCE OF DATA
Survey the more importance has given to primary data than secondary data
because it is more reliable.
SECONDARY SOURCE OF DATA
There are the various sources for secondary data like books, and small notes
sheet, sales records, written material available in the company. The
secondary data was collected after choosing the topic, which is very practical
and theoretical to the research. It was collected from the company brochure
and documents. This has been used in the profile of the organization, used in
the analysis of behavior of customers and their expectation for the tiles.

TOOLS OF DATA ANALYSIS

In the Present study, the data collected were edited, coded and tabulated to
make study meaningful. Then data were interpreted and analyzed to get the
results for conclusions and recommendations. The data so collected has
been analyzed with help of various tools and techniques to fulfill the research
objectives. These include percentage table, frequency table, and mean
keeping in context with the objective of the study. It was further suitably
analyzed by the graphical method.

32

Research methodology adopted

Research design

Exploratory cum descriptive

Research instrument

Questionnaire

Sampling plan:_
-Sample method

Convenience method

-Sample size

30

-Sample unit

Architects

33

DATA INTERPRETATION AND

ANALYSIS

34

Ques01. Since how long you are into this profession?

Particular
s
Less than 5
yrs
5 to 10 yrs
10 to 15
yrs
More than
15 yrs
Total

frequencies
3

Percentage
%
10

12
7

40
23.33

26.67

30

100

INTERPRETATION

10
26.67
less than 5 yrs
5yrs-10yrs
10-15 yrs

40

more than 15 yrs

23.33

Source: primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that 10% the total
architects are into the profession with 5 years duration, 40% of architects are
into the profession from 5 to 10 years, and 26.67% of total architects are into
the profession from more than 15 years. Market trend says, most of the
architects are into this profession carry 5 to 10 years of experience.
35

Ques02. Kinds of project that you are involved in?

Particular frequencies
s
Industrial
6
Governmen 2
t
Commercia 8
l
Residential 11
Any others 3
Total
30
INTERPRETATION

percentage
20
6.67
26.67
36.67
10
100.00

Column1

10

industrial

10

government
commercial
residential

10

10

any others

10

Source: primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that 20% of total
architects are involved in industrial projects, 26.67% are involved in
commercial projects, 36.67% architects are involved in residential projects,
36

and 6.67% are involved in government projects, only 10% architects are
involved in another projects. Here we can see that maximum architects are
involved in residential projects, and minimum architects are involved in any
other projects.

Ques03. Are the customers conscious about the brand of tiles?

Particular
s
YES
NO
Total

Frequencie
s
22
8
30

percentage
73.33
26.67
100.00

INTERPRETATION

PERCENTAGE
80
70
60
50

PERCENTAGE

40
30
20
10
0
YES

NO

Source: based on primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that, most of the
37

customers are conscious about the brand of the tiles. Here, 73.33%
architects responses that the customers look for brand of tiles for
maintaining the status. Only 26.67% responses that people do not run after
the brand of the tile. For maintaining the lifestyle and for better interior
designs customers go for brand.

Ques04. Which brand of tiles you recommend or use for your projects?
Particular
s
KAJARIA
ORIENT
BELL
SOMANY
NITCO
OTHERS
Total

frequencies

percentage

8
5

26.67
16.67

8
3
6
30

26.67
10
20
100.00

INTERPRETATION

38

Sales

10
10

KAJARIA
26.67

ORIENT BELL
SOMANY
NITCO
OTHERS

26.67

16.67

Source: primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that 26.67% of
architects gives their preference to the KAJARIA brand tile, 26.67% architects
gives their preference to the SOMANY brand tiles, 16.67% gives their
preference to the orient bell brand tiles, and rest are others brands, KAJARIA
and SOMANY takes 1st choice.

Ques05. From whom do you procure tile?

Particulars
Company
Authorized
dealers
Total

frequenci
es
22

percentage

26.67

30

100.00

73.33

Interpretation
39

PERCENTAGE
80

73.33

70
60
50

PERCENTAGE

40
26.67

30
20
10
0
YES

NO

Source: based on primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that most of the
architects contacts directly to the company to procure tiles instead of taking
from dealers. Here, in this survey, 73.33% of architects procure the tiles from
the company and only 26.67% procure from dealers. Because of quality and
price differences.

Ques06. Which type of tiles you use for your projects?

Particular
s
Ceramic
tiles
Porcelain
tiles

frequencies

percentage

16

53.33

6.67

40

Mosaic tiles
Marble tiles
Natural
stone tiles
Total

4
5
3

13.33
16.67
10

30

100.00

INTERPRETATION

PERCENTAGE
60

53.33

50
40
30
20
10

13.33

16.67
10

6.67

PERCENTAGE

SOURCE: PRIMARY DATA

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that, ceramic tiles
are more in demand as compared to others. 53.33% of total architects said
they use ceramic tiles for their projects, 16.67% architects uses marble tiles,
13.33% architects uses mosaic tiles. So here we can conclude that the trend
in tile industry is running over ceramic tiles.

Ques07. Rank the features in tiles that you look for while choosing a
particular brand for your projects?
41

Particulars
PRICE
DESIGN
BRAND NAME
SERVICES
PRODUCT
RANGE
AVAILIBILITY
QUALITY AND
DURABILITY
Total

frequen
cies
12
4
2
2
2

percentage

6
2

20
6.67

30

100.00

40
13.33
6.67
6.67
6.67

INTERPRETATION

percentage
45
40
35
30
25
20
15
10
5
0

40

20
13.33
6.67

6.67

6.67

6.67

percentage
Linear (percentage)

Source: primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that, the features
which are taking into consideration while choosing tiles are, price and
availability of tiles. Here, 40% of architects said price of tiles are taken into
consideration, 20% said availability of tiles taken into consideration, others

42

features like quality and durability,product range after sale services are not
as important as price and availability of tiles are.
Ques08. Do you deal with Somany tiles?
Particular
s
YES
NO
Total

Frequencie
s
25
5
30

percentage
83.33
16.67
100.00

INTERPRETATION

PERCENTAGE
90

83.33

80
70
60

PERCENTAGE

50

Linear (PERCENTAGE)

40
30
16.67

20
10
0
YES

NO

Source: based on primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that, 83% of
architects also uses SOMANY tiles, only 16.67% architects avoids SOMANY
brand. According to the collected data it is clear that the trends of SOMANY
tiles in the market is also on high rate. The dealers of SOMANY tiles are at
high rate which means the company is doing well in its field.
43

Ques09. Your experience with the Somany tiles?

Particular
s
Very good
Good
Neutral
Bad
Very bad
Total

Frequencie
s
18
6
3
3
0
30

percentage
60
20
10
10
0
100.00

INTERPRETATION

percentage
70
60

60

50
percentage

40

Linear (percentage)

30
20

20
10

10

10

Neutral

Bad

0
Very Good

Good

Source: based on primary data

ANALYSIS

44

Very0Bad

All information collected from the respondents regarding their experience,

tiles preference and tiles trends can be easily understand that, the
experience with the SOMANY tile to the architects is very good. Here, 60%
architects stated that their experience with the SOMANY tiles is quite good,
only 10% architects states that their experience with SOMANY tiles is bad, so
we can conclude that, SOMANY brand has really attracted and satisfied more
customers.
Ques10. Do you think Somany ceramic limited is maintaining good customer
relations through its services?
Particular
s
YES
NO
Total

Frequencie
s
29
1
30

percentage
96.67
3.33
100.00

INTERPRETATION

PERCENTAGE

YES
NO

Source: based on primary data

ANALYSIS
45

All information collected from the respondents regarding their experience,

tiles preference and tiles trends can be easily understand that, 96.67% of
total architects responses that Somany company also maintains customers
relations by providing quality products, quality services, and various colors
and sizes in the tiles. Only 3.33% architects responses that company does
not maintain customers relations. By this data, company has a better
response from its users about its relationships with its customers.

Ques11. What is your most preferred tiles size for wall?

Particular
s
200*300
mm
300*600
mm
300*450
mm
300*900
mm
OTHERS
Total

Frequencie
s
2

percentage

26.67

15

50

13.33

1
30

3.33
100.00

6.67

INTERPRETATION

46

13.33

3.33 6.67
200*300 mm
26.67

300*600 mm
300*450 mm
300*900 mm
Others

50

Source: primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that, sizes of tiles
also takes very important role in market trend of tiles. Here, 50% of
architects demands 300*450 mm tiles size for wall, 26.67% architects
demands 300*600 mm tiles size, 13.33% architects demands 300*900 mm
tiles sizes for their projects. So, most demanded size is 300*450 mm, then
300*600 mm.

Ques12. What is your most preferred tiles size for floor?

Particular
s
600*600
mm
800*800
mm
600*1200

frequencies

percentage

12

40

10

33.33

13.33
47

mm
1000*1000
mm
OTHERS
Total

10

1
30

3.33
100.00

INTERPRETATION

percentage

10

600*600 mm

3.33

13.33

800*800 mm
600*1200 mm

40

1000*1000 mm
Others

33.33

Source: primary data

ANALYSIS
All information collected from the respondents regarding their experience,
tiles preference and tiles trends can be easily understand that, the demand
for tiles sizes for floor and wall is differ to each other. Here, 40% of architects
demands 600*600 mm tiles size for floor, 33.33% architects demand
800*800 mm sizes for floor, and 1000*1000 mm size of tile for floor is very
less in demand. Users are aware about the installation and maintenance of
the tiles, so they uses small tiles for floor so that they can fix it easily,
replace it easily and many more.

CONCLUSION
48

In this chapter we present the conclusion of our research. The goal of this
research was to study the modern trends in tiles industry according to the
customers need. Customer satisfaction according to their expectations has
been a key element of the modern marketing in recent years. All around the
world companies in different sizes have been trying to satisfy their
customers to help them with their competitive businesses. On the other hand
because of vigorous competition, not only acquiring new customer is
becoming difficult but also holding existing customer is a quite challenging
task.
During the research we learned that it is a lot cheaper to keep existing
customers happy than to attracts new ones. But maintaining relation with
existing customers in that level constantly encourages them to stay with a
company is a dynamic and meticulous job. That is why customer satisfaction
according to their expectation can play a critical role in success of a
company. Along with sales and marketing, all the other departments of a
business should be involved with customer satisfaction process.
As a result of this analysis, if a customer is not doing well with presented
products and services, there is an opportunity for us to find a better solution
for that customer before losing it to competitors. According to the research,
ceramic tiles are more in demand, maximum number of architects responses
that they uses ceramic tile for their projects whether it is residential,
commercial, government, industrial, etc. Maximum customers are
demanding 600*600 mm tile size for their floors and maximum customers
are demanding 300*450 mm tile size for their walls. Price and availability of
tiles plays a vital role in the product selling, because customers are very
much conscious about price of the tile and availability too. Most of the
customers make their orders for tiles directly to the company instead of
ordering to the dealers.
One of the other important facts we learned in this research was; it is not
possible to attract and retain all customers with the same policy and
treatment, so company should adopt the idea of treating different customers
differently. Companies have to find the differences of customers
expectations and adjust their policies and schemes accordingly.
Another important highlight of our research was getting to realize that
designs, colors, price, of the tiles are very important factors in the tile
industry.
49

Findings of the research

1. Customers always expects for a better quality of service from the tile
dealers, so that they will not suffer any loss because of them. While
surveying, I find that all customers have not the same expectations, and they
are not same by economically or geographically. So the behavior pertaining
while dealing with them, all customers do not behave in the same way. Some
of them want more designs some of them want a better price and
availability, etc.
2. Maximum architects are involved in residential projects because of the
large requirements of the houses. Here market is involving more and more in
dealing with those customers who wants to have a dream house in dream
cities.
3. According to the survey, price and availability of the tile takes very
important role in sales process. Other factors which are taken into
considerations while selecting the tiles for their projects are designs of the
tile, capacity of the tile, latest in designs, etc.
4. Most of the respondents say Somany is their choice after Kajaria. And they
also look for another company for their requirements; these two companies
are the leaders of the market.
5. Most of the customers make their orders directly to the company instead
of ordering to the dealers, so that they can get better quality and price.
6. Ceramic tiles are in more demand, most of the architects uses ceramic
tiles for their projects.
7. Size of the tiles takes very important role in the market. The tile size
300*450 mm is in very demand for walls. And tile size 600*600 mm is in
demand for floors.
8. Working environment of SOMANY CERAMIC is quite good.
50

SUGGESTION AND RECOMMENDATION

51

SUGGESTIONS AND RECOMMENDATIONS

After collecting all internal data and external data and analyzing the facts, I
found the answer of my all questions, on that basis I will suggest the
company to bring some changing in their strategies and implemented
activities.
1. Company should focus more on establishing good relation with existing
customers, because this is less expensive than to creating new ones. And
company should provide all the latest changing in services and schemes to
existing customers.
2. Each employee must be well trained in his/her task, so that there will be
no complaint from customers. If any complaint has appeared from a
customer then it should be solved as soon as possible, and be sorry for
inconvenience.
3. The training to employee for customer satisfaction should be provided
periodically.
4. Customer can be satisfied only when his/her expectations meet with the
companys effort and services. So they should try to know, what the
customer expectations are,
5. Sales persons must have command on at least 2 or 3 language, so that
they can welcome and handle all type of customers who visit the showrooms.
6. Company should enquire that, their customers are satisfied or not satisfied
with the efforts, and go through the customers feedback.
52

7. And the most important thing that I will suggest to company, that they
should also enquires about the employees satisfaction with his/her job,
because a satisfied employee can give 100% of his/her potentiality to
achieve the organizational goal.
8. Company should conduct events such as get together, customer meet etc,
to make a strong relationship with the customers.
9. Brand awareness of the company is not as good as it should be, so I will suggest
the company to focus on brand awareness to the people, and company should go
through some branding practices.

BIBLIOGRAPHY
Company brochures
Questionnaire
Feedback from customers
INTERNET REFERENCES
http://tiles-size/different//
http://features/tiles//
http://differences-wall/tiles/floor/tiles
http://importance/interior//tiles

53

ANNEXURE
QUESTIONNAIRE
Dear respondents,
I would be grateful if you could spare some of your time to respond to the
following questions. Your response will be treated as confidential and would
only be used for the purpose of study.
Ques01. Since how long you are into this profession?
Less than 5 yrs
5 yrs 10 yrs
10 yrs 15 yrs
More than 15 yrs
Ques02. Kinds of project that you are involved in?
Industrial
Government
Commercial
Residential
54

Any others
Ques03. Are the customers conscious about the brand of tiles?
Yes
No
Ques04. Which brand of tiles you recommend or use for your projects?
Kajaria
Orient bell
Somany
Nitco
Others
Ques05. From whom do you procure tile?
Company
Authorized
dealer
Ques06. Which type of tiles you use for your projects?
Ceramic tiles

Porcelain tiles

Mossiacs tile

Marble tiles

Natural stone
tiles

Ques07. Rank the features in tiles that you look for while choosing a
particular brand for your projects?
Price

design
s

Brand
name

servic
es

1
2
3
4
5
6
55

Produc availabili Quality

t
ty
and
range
durabili
ty

7
Ques08. Do you deal with Somany tiles?
Yes
No
Ques09. Your experience with the Somany tiles?
Very good

Good

Neutral

Bad

Very bad

Ques10. Do you think Somany ceramic limited is maintaining good customer

relations through its services?
Yes
No
Ques11. What is your most preferred tiles size for wall?
200*300
300*600
300*450
300*900
Others

mm
mm
mm
mm

Ques12. What is your most preferred tiles size for floor?

600*600 mm
800*800 mm
600*1200 mm
1000*1000 mm
Others

56