Kajaria Tiles

Revitalizing brand to increase the quantity of co

nsumption
 About the Company

“Kajaria” is the largest Has 7 production plant with Only Ceramic Tile
manufacturer of annual manufacturing Company in India
01 ceramic/vitrified tiles in 02 capacity of 68 million sq. 03 conferred with
India with market share of meters (MSM) currently “Superbrand” for Tenth
9%. (May 2019). consecutive time

After gaining leadership
position in the tile
04 segment, It has forayed
into the bathroom
05
segment.
The topline has almost Has a strong distribution
doubled in the past 5 network of 1,400+
years (from ₹ 1,409 crore
in FY12 to ₹ 2,857 crore
06 dealers and 5,000+ sales
points across the
in FY17) country.
Kajaria Tiles Commerci
als
How they have evolved from 2011 till date
1. Jo Dekhe Wo Deewaana
2. #DeshKeSaath
3. #DeshKi Mitti

Product Placement through various PATRIOTIC Movies

4. Gold
5. Toilet – EK Prem Katha
6. Mission Mangal
Uses Mass
Marketing
Campaign
by
Leveraging
Patriotism.
 Analysis of Campaigns
• Used Campaigns which are reflections of strong nation
that excels on multiple fronts

• Used taglines - #DeshKaSaath, #DeshKIMitti

• Leveraged different government policies like – Make in

India, Swachh Bharat
2011 2014 • Collaborated with movies related to nation like – Gold,
• Used Tagline “JO DEKHE Toilet, Mission Mangal
WO DEEWAANA”
• Focussed on mass marketing by using the sentiments
• Campaigns focused on of patriotism
households.

• Advertisement based on
showing the attributes of
the products 2016
• More focus was on
2018
building the Brand Equity
 Key Results

Src: McResearch, Ace Equity

Increase of PAT from 131 to

185 in Year 2016

• The capacity has increased from 36.0 MSM in FY12 to 68.4 MSM in FY18
(CAGR of 11.3 percent) with currently operating at a capacity utilization of 85-
90%
• They are planning further capacity expansion
Thank you