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The Money Roller Live Make your Money Work
By: Nitin Khurana
Friday, July 9, 2015
Research report on Tiles, Sanitary ware and Fitting Industry
An in-depth analysis to measure the Industrys attractiveness
An Initiative of The Money Roller
Lal Bahadur Shastri
The objective of this project was to understand the tile, sanitary ware and fitting industry together with the
factors responsible for their growth. The industry as a whole has been growing at pace of 15-20% in the last
four-five years, however with the renewed interest of the central government in clean India initiatives such
as Swachh Bharat Abhiyan, has opened the doors for robust growth in this sector. This report tries to find
out the growth potential of this sector, plus the companies which are most likely to be benefited from such
This report also includes the ground level research conducted by the TMR associates on sanitary ware
products across eight Indian cities to enquire about the prices of various branded and non branded sanitary
ware products. This research highlighted the price difference between the branded & unbranded products
and how the branded players are preparing to reduce that price difference.
At the end of this report we have tried to study CERA sanitary ware, which is the third largest sanitary ware
manufacturer in India and is catching up fast with ROCA India to become the second largest sanitary ware
Market size of Tiles, sanitary ware and fittings Industry
Market size of Ceramic Tiles - As per the Indian Council of Ceramic Tiles & Sanitary ware (ICCTAS) and
Ceramic tiles industry has continued to grow at rate of 15% per annum in the last 5 years.
The overall size of the Indian ceramic industry was approximately INR 17,200 crores in financial
It is ranked third globally and accounts for 6% of the total global production.
The current size of the organized and unorganized sector is estimated to be about INR 7,200 and
10,000 crores respectively.
This is the testimony of the growth potential of this sector. Indian ceramic industry having huge production
capacity which can contribute significantly in countries exports (presently insignificant) with proper
planning and better quality control.
Market size of Sanitary ware and Bathroom fitting Today Indias Sanitary ware and Bathroom fittings
industry is estimated to be valued at a combined INR 8,000 crore, which was used to be an INR 6000 crore
market two years ago.
The industry has grown nearly 25% in the last couple of years.
Today only 47% of the total population in India has access to sanitation facilities.
The share of Sanitary ware segment is estimated to be valued around INR 2700 crore and the
Bathroom fitting industry is estimated at approximately INR 5300 crore.
The organised segment in the sanitary and bathroom fitting industry comprises of nearly 55%. As per the
census 2011 data, 19% of urban homes in India do not have a toilet and this emphasises on the tremendous
growth potential this segment have.
Industry growth in India
Ceramic tiles growth in India
With the growth rate of 15%, the Indian Ceramic
tiles industry which at present is valued at
approximately INR 26000 crores is estimated to
be valued at approximately INR 35000 crores in
As per Indian Council of Ceramic Tiles and
Sanitary ware (ICCTAS)
The world production of Ceramic tiles is
11913 million sq. m. per annum with a
growth rate of 11%.
The Indian ceramic tiles industry share is
750 million sq. m. per annum (6% of world
production) with growth rate of 15%.
It is estimated to account for 7% of the
worlds production by 2017.
It is one of the fastest growing Ceramic
tile industries in the world.
Sanitary wares and bathroom fitting growth in
With the growth rate of nearly 13%, the Sanitary
ware and Bathroom fitting industry which at
present is valued at approximately INR 8000
crores is estimated to be valued at approximately
INR 10000 crores in year 2017.
The estimated revenue level for 2017 may be
achieved sooner than estimated if the government
2012 2013 2014 2015 2016 2017
Ceramic tiles Industry growth(estimated)
2014 2015 2016 2017
India 750 862.5 991.875 1140.656
World 11163 12390.93 13753.93 15266.86
0 2000 4000 6000 8000
10000 12000 14000 16000 18000
2013 2014 2015 2016 2017
Sanitary ware and bathroom fitting industry growth(estimated)
successfully implements its Swachh bharat
abhiyaan, wherein crores of rupees would be
spend in construction of new sanitary facilities in
rural as well as urban areas.
Sanitary ware segment represents one third of
total revenue, whereas Bathroom fitting
represents two third of total revenue.
4000.0 4520.0 5107.6 5771.5 6521.8
Sanitary ware 2000.0 2260.0 2553.8 2885.7 3260.9
Comparative growth chart
Industry growth drivers:
o Increasing level of income and growing
(Source: World Bank)
When combined with the growing Income Per
Capita (PPP), urbanisation rate, an increasing
number of nuclear families and an increasing
focus on spending, the consumer market potential
is clear. The diversity in spending patterns, eating
habits and lifestyle changes (focused on higher
spending) in various parts of the country offer a
sizable market for a range of industries wanting to
set up their office in India.
o Growth in real estate in India and rapid
Due to the rapid urbanization, positive
demographic and rising income level, the Indian
real estate sector has attracted significant
investments over the past few years which have
directly or indirectly benefited the Ceramic tiles,
Sanitation and Bathroom fitting industries.
o Increasing awareness among consumers about
hygiene and government initiatives; such as
Swachh Bharat Abhiyaa.
List of players in India
List of Ceramic tiles manufacturers in India List of Sanitary ware and bathroom fitting manufacturers in India
Company Name State Company
Name State Company
Name State Company Name State
Kajaria Delhi S'jegi Gujarat Cera Gujarat Rraghvir ceramics Gujarat
Johnson (Sentini) Mumbai HSIL Gurgaon Grohe Gurgaon UDAY VITEROUS Gujarat
RAK ceramics Mumbai simpolo Gujarat TOTO Gujarat DALWADI CERAMICS Gujarat
Orient tiles Delhi Varmora Gujarat Delta Gurgaon SHREE VARIA TILES WORKS COMPANY Gujarat
Asian granito Gujarat vita Gujarat Roca Chennai DOSHI CERAMICS Gujarat
Murudeshwar ceramics ltd. Bangalore Nitco Mumbai GEM Delhi SWADES EXIMPS Gujarat
Cengres tiles Gujarat AKW Gujarat Kohler Karnataka SANSO SANITARY Gujarat
Euro ceramics ltd. Mumbai Silica Andhra
Pradesh Kuldi Maharashtra SILVER CERAMICS Gujarat
Antique Gujarat Impolo Gujarat Viega Maharashtra AONE HOUSE Gujarat
Regent Gujarat Acer Gujarat Isenberg Maharashtra AGR-SANITARY
PVT. LTD. TAMIL NADU
graffiti tiles Gujarat
MERO SANITATION PVT. LTD. Delhi
Top three ceramic tiles player by
COTO CERAMICS Gujarat
Restile ceramics ltd. Delhi
Coral gold Gujarat
Mulia brothers Gujarat
Flecto series Gujarat
Wideangle sanitaryware Gujarat
Coral vetrified Gujarat
Small Johnson Gujarat
Suryadeep ceramics industry Gujarat
Soild Johnson Gujarat
Top three sanitary ware player by
Paradise Sanitary ware Gujarat
Somany ceramics Noida
K9 CERAMICS Gujarat
Dron Bracht Mumbai
Sona ceramics Gujarat
SONATA CERAMICS Gujarat
eon interior products Delhi
swastik tiles Gujarat
Skylake ceramics Gujarat
Arihant tiles Noida
Villeroy & Boch Maharashtra
Edge digital wall tiles Gujarat
American Standards Mumbai
Sungracis tiles Gujarat
Bell sanitaryware Gujarat
Impact of Swachh Bharat Abhiyaan and Housing for all
The Swachh Bharat Abhiyan or the Clean India Mission