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CONTENT PAGE
Sr. No. Title Page No.

1. EXECUTIVE SUMMERY 6

2. INDUSTRY OVERVIEW 7

1.1 History
1.2 Ceramic industry
1.3 Industry profile
1.4 Indian scenario

3. COMPANY PROFILE 18

4. INTODUCTION OF THE PRODUCT OF ASIAN 24

5. RESEARCH METHODOLOGY 35

6. OBJECTIVE 38

7. LIMITATION OF THE STUDY 39

8. DATA ANALYSIS AND INTERPRETATION 40

9. HYPOTHESIS TESTING 64

10. FINDING 65

11. BIBLIOGRAPHY 66

EXECUTIVE SUMMERY

The objective of this exercise is to get a first hand exposure to the

realities of business world and gain an insight into the working of the
corporate world and develop our managerial skills. The summer
training gives us opportunity.

There are certain things which are not too secret to be disclosed but
disclosure of those things prove successful.

The summer trainees are being fresh and unbiased to the

organization, thus the origination expects some unbiased suggestions
and opinions from them because we will come to know about extant
and would be remarked.

We are required to compile the projects to the fullest satisfaction of

organization concerned and submit detailed report to the top
management. I personally feel that company training is very important
aspect for a complete MBA [FT] and the Two months of company
training have been a quality experience of mine. On the whole, it has
been a challenging job.

HISTORY OF CERAMIC TILES

Rumors have said that the first clay tiles were produced seven to
eight thousand years ago in the area which is 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 (4000BC) 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 (1523-1028BC).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, and Turkey and across
North Africa. As transport and communication developed, tile usage
and its penetration in other territories increased. Wars and territory
take-over caused this art to spread even faster.

The Romans introduced tiles 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. Until
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. However, 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 landmark sin the history of Ceramic tile. In the early
days, the tiles were hand-made, each tile was hand-formed and hand-
painted, and 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.
 • Ceramic Industry
Ceramic Industry in India is about 100 years old. It comprises ceramic
tiles, sanitary ware and crockery items. Ceramic products are
manufactured both in the large and small-scale sector with wide
variation in type, size, quality and standard. India ranks 7th in the
world in term of production of ceramic tiles and produced 200 Million
sq. meters of ceramic tiles, out of a global production of 6400 million
sq. meters during 2003-04. State-of-the-art ceramic goods are being
manufactured in the country and the technology adopted by the Indian
ceramic Industry is of international standard.
 INDUSTRY PROFILE

Ceramic tiles as a product segment have grown to 3.8 million

tons production per annum. The potential seems to be great
particularly in view of the boom in the housing sector, retail sector and
IT and BPO sectors. The ceramic tile sector has been clocking a robust
growth of 12-15 percent consistently over the last few years. The
investment in the ceramic tile industry, in the last five years is
approximately Rs2000 crores. This industry provides employment of
550000 people, 50000 of whom are directly employed.

The potential is huge considering the per capita consumption of

ceramic tiles in India. Currently it is at 0.5 sq. meter per person in
comparison to over 2 sq.mtr for like countries like China, Brazil and
Malaysia. Some of the key statistics pertaining to the industry are
summarized below:
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 15%
Market):
7. Organized industry turnover Rs 3000 crores
(India):
Glazed Wall Tile share: 40%
Glazed Floor Tile share: 46%
Unglazed Vitrified Tile share: 8%
Glazed Porcelain Tile Share: 6%
Unorganized Industry Turnover Rs 3500 crores
Glazed Wall Tile share: 57%
Glazed Floor Tile share: 35%
Unglazed Vitrified Tile share: 6%
Glazed Porcelain Tile Share: 2%
8. Investments in last 5 years: 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%
No. of units: 200 (approx..) (70%
based in Gujarat
region)
Revenue (excise duty): Rs 350 crores per
annum or less
11. Job Potential: 50,000 direct
500,000 indirect
Source: www.ceramictilesindustry.com

LET US UNDERSTAND THE INDUSTRY WITH SWOT

ANALYSIS:-

Strengths Weakness

• Consistent growth of 12-15 • Not much importance given on

percent in spite of
Slowdown in economy.
• The Indian ceramic export
market is rising at the rate of 15
percent per annum.
brand building and network thus
creating hindrance for export
Growth.
• Low per capita consumption
(0.15 esq. p.a.) as compared to
developed nations.

Opportunities Threats
 • The construction and
Housing Boom to provide
Bolstering demand for ceramic
tiles.
• The untapped rural market
supported by a strong growth
witnessed by Indian Agriculture
provides tremendous potential for
the domestic
Ceramic manufacturers.
• Freight, supply of power and
gas remains the Key cost-related
issues impacting the industry.
• Basic Customs Duty on import
of ceramic tiles from China and
raw materials imported from
abroad should be corrected to
prevent dumping of tiles from
China.

Oct 6th’, 2009

Source: www.ceramicindustry.com

Indian Scenario

In India, Ceramic tile industry emerged in the late 1950s. Ceramic Tile
Industry can be classified into three categories namely wall tile
segment, floor tile segment and vitrified and porcelain tile segment. In
India the floor tiles segment is growing at a faster rate. The market for
the wall tiles is rising at a relatively slower pace and this has resulted
in high excess capacity in the wall tile segment. The entry of two new
product categories Vitrified tiles and Porcelain tiles has increased the
size of the market considerably. It is expected that these products will
gradually take away the market from the conventional ceramic tiles
(wall and floor).
As far as manufacturing of ceramic tiles is concerned, both the
organized and unorganized sector s play a very important role 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. Despite an overall slowdown of the economy
this sector continues to grow at a healthy 12 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.

INTERNATIONAL SCENARIO

30 major tile manufacturing companies cover 95.8 percent of the total

world production of ceramic tiles in 2005. Asia contributes 53 percent
to the total world production in 2005, 54 percent in 2004 and 50
percent in 2003 respectively. China is the largest producer and
contributes almost 33 percent of the world production in 2004. This is
followed by Thailand, Poland, South Africa and Russia which are
growing at almost 20 percent CAGR (compound annual growth rate)
between 2001- 05 whereas countries like Japan, Italy have shown
negative growth over the period.
Asia tops the consumption chart followed by EU and South America.
China dominates the consumption list and its consumption is almost
four times that of Brazil. Germany, France features in the top 10 list of
consuming countries but they are not there in the top 10 producing
nations. Going further USA, Germany, France and even India consume
more than they produce and they are meeting their demands through
imports. The 30 major tiles manufacturing countries are also the
biggest consumers and consume 88.20 percent of the total world
consumption of ceramic tiles.
Europe is the highest exporting region and exports almost 50 percent
of its production to the other regions. Whereas Asia consumes most of
its production in its own region and has little left to export. Italy, Spain
and China are the leading exporters and USA, Germany and France are
the leading importers. China which was the 3rd largest exporter in
2004 has at present become the 2end largest exporter. Exports of the
15 major exporting countries represent 23.9 percent world
consumption and exports from Italy and Spain represent 42.6 percent
of the world’s exports and 11.2 percent of world consumption.

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 capital consumption is as low as 0.15 sq. mtr.
Compared to China (2 sqm), Europe (5 to 6 sqm) or Brazil (2.5 sqm).
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 (approx.INR1.95Billion).These new products and the
conventional wall & floor tiles have together made the organized
industry grow to a formidable Rs. 2250 crores (INR 22.50 billion)
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%).

Market Growth Rates

 Market Growth Rates

18.5
10.7 14.1

1990-91 1996-97 2001-02

1996-97 2002-03 2008-09

Source: www.ceramicmarket.com

Top 10 producing countries share (%)

As you can observe in the following graph Italy and Spain are
dominating countries in the overall production percentage. Out of
100% these two countries almost producing more than 30%. India is
also in top ten major producer of the product but unfortunately our
share is only 2.7% out of 100%.Brazil and China have also good
market share. Both countries share 11% each in the overall
production. Then next countries are Turkey, Mexico, Taiwan, India,
Indonesia and USA.
(Source: ASCER, countries listed according to output in 2008)
Note: The Top 10 countries shown above account for more than 69% of world production
of Cera.mic Tiles. Total world production as per 2008 figures was 4122.80 million sq.mts
  Profile of the Company
 Result of the dreams of three entrepreneurs, materialized with
the grassroots of passion, experience & dynamism… With
starting a quest for excellence a decade ago

 Today Asian Granito has blazed a trail in the tile industry. With
humble beginning in the field of floor tiles, today it has expanded
till the horizon, covering almost each of the aspects of the
industry. Supported by vast man power along with mind power.
 Asian Granito possesses the strength of over 4000 business
associates spread across the nation.

 Asian is all set to reach the goal of supplying world class

product, through a network of 18 depots with display centers &
ultra modern plant in the ceramic zone of Sabarkantha, Gujarat,
spread over an area of 320,000 Sq. Mtr. and production capacity
of five plants is 65000 Sq. Mtr. Per day.

 Belief
 A TOUCH OF QUALITY IN RELATIONS

 Vision
 To be a leader in ceramic industry.

 To uphold quality at every stage and maintain consistency to

win the Trust of our Valued Customers Worldwide.

 To Remain as Innovative Global Leader.

 Values
 Quality in every thing we do.

 Exceed customer’s expectations

 Trust, respect and integrity are the essence in all

of our relationships.
  Continuous improvements, innovations and
embrace change

 Team work and open communication.

 To foster an environment; enabling the staff to

exhibit excellence in work.

 To create a safe, productive and rewarding work

environment.

 To build a high – performing, diverse work force.

 To promote the responsible consumption of our

NATURAL RESOURCES

 To Preserve and protect the environment and

Support communities where we do business.

 Quality certification
 ISO 9001 : 2008 Certification
ISO 9001: 2008 Certification We instituted a rigorous
Quality Management System in our plant, which
ultimately resulted in all our processes getting certified
by KPMG for the international ISO 9001:2008 quality
norms.
 Enlarge Enlarge

 Innovation & Future plan

 To become a leader in ceramic industry

 To uphold quality at every stage and maintain

consistency; and to win the trust of our valued
customers worldwide.

 To remain as an innovative global leader

  Exceed customer’s expectations

 Trust, respect and integrity

 Continuous improvements, innovations and

embrace change.

 Trust, respect and integrity in all of our

relationships.

 Continuous improvements, innovations and

embrace change.

 Teamwork and open communications.

 To foster an environment that enables the staff to

exhibit excellence in work.

 To create a safe, productive and rewarding work

environment.

 To build a high –performing, diverse work force.

 To promote the responsible consumption of our

products. To preserve and protect an environment
and support communities where we do business.

 IMPORTANT TILE LAYING

GUIDELINES FOR
VITRIFIED & CERAMIC FLOOR
TILES

Please check the date of manufacturing, name of the design and batch
number before opening the box of tiles. It is desirable that tiles of same
date and batch number be used in the same room.
Prepare the base (On which tiles have to be fixed) with cement and sand
before laying the tiles. The thickness of base may be about 25mm.
Check the level of the base carefully.
Apply Cement, Water slurry on the leveled base.
Make a mortar of cement and water with creamlike consistency and apply it
over whole surface of back side of tiles (Soaked in Water) and place these
tiles on the base, tap them into place and bring them in level with adjacent
tiles using a wooden mallet.
Tiles have inherent property of shade variation. To minimize the problem of
shade variation, spread all the tiles (to be laid in a room) in an open area
with proper illumination and observe them for color uniformity. If some
tiles do not match with others take them out and use them for skirting.
Start laying. Start laying work only when the tiles spread on floor are
acceptable to you.
It is a better practice to lay the tiles with 1mm gap and later filling this gap
with a grout.
Gaps between tiles should be filled with grout after 24 hours of laying the
tiles.
After filling the joints with grout, excess grout should be wiped/cleaned
using a damp cloth or sponge.
Allow the bed tiled floor to dry for 3-4 days.
A very thin film of cement may remain even after wiping the floor and it
should then be cleaned with a dilute acid swipe of the floor.
The floor should be covered with polythene and POP (Plaster Of Paris)
before undertaking any furniture / polishing / painting or any work on the
vitrified flooring. Direct contact of wood polish chemicals (with tiles) should
be avoided.
  Awards & Milestones
 Awards
Outside Mega Show” for the excellent stall designs & presentations
enlisted below. These truly reflect the company’s continuous
commitment towards quality in all its pursuits.

1st Prize in Surat - Sthaptya 2003

1st Prize in Surat - Mega Show. June - 2004
2nd & 3rd Prize in Coimbatore - Mega Show. July - 2004
1st Prize in Bangalore - Mega Show. October - 2004
1st Prize in Ahmedabad - October – 2004
2nd & 3rd Prize in Kochi - Mega Show. October – 2004
2nd Prize in Delhi - Mega Show. December - 2004
1st Prize in Indore - Mega Show. January - 2005
2nd Prize in Ahmedabad - Mega Show. January - 2005
3rd Prize in Ludhiana - Mega Show. January - 2005
1st Prize in Chandigarh - Mega Show. February - 2005
1st Prize in Pune - Mega Show. February - 2005
3rd Prize in Surat - Mega Show. June - 2005
1st Prize in Coimbatore - Mega Show. July - 2005

1st Prize in Ludhiana - Mega Show. August – 2005

1st Prize in Hyderabad - Mega Show. September, 2005
2nd Prize in Kochi - Mega Show. October, 2005
1st Prize in Chandigarh - Mega Show. February, 2006
2nd Prize in Delhi - Mega Show. December, 2007
2nd Prize in Jaipur – Decor India Exhibition. January, 2010
1st Prize in Ahmedabad - MBA Property Show. February, 2010