Tile Industry: Ceramic tile has an enduring charm that cannot be disputed. For millennia, these multipurpose wall and floor tiles have adorned our built environment, from the magnificent mosaics of ancient Rome to the sophisticated kitchens and bathrooms seen in modern houses. 

Tile Triumphs: Overcoming Challenges of the Industry for Customers and Manufacturers

Beyond their visual appeal, ceramic tiles have unrivalled durability, minimal maintenance requirements, and a variety of designs to fit any kind of design. But in the always-changing world of building, even this durable material has its share of difficulties. Let us examine some of the pertinent issues and explore the way forward for tiles made of ceramic material. 

Securing Raw Material, Avoiding Fluctuations

As you know, the bulk of the ingredients consumed in tiles are – clay, felspar, quartz and some other inorganic minerals. These minerals are consumed for different purposes also and a part of these goes into low value usage in the form of ‘stones’ too. Irresponsible mining is a fact.

Exports of minerals are governed by Government policies and policy makers need to keep in mind that India has become the 2nd largest producer of ceramic tiles. It needs to have a continued supply of raw materials to compete Internationally and provide cost effective tiling solutions to its domestic customers. 

“Significant volatility in the market for certain raw resources will have a cascading effect on prices and could even affect manufacturers’ capacity to offer their products.”

Consider the following scenario: Feldspars, quartz, or even the appropriate quality of clays, see sharp increase in price due to availability. This may compel producers to pass the cost increase on to customers, raising tile prices, or absorbing it themselves, thereby affecting their profit margins. It can potentially affect exports also.

Knowledge Gap in Making Informed Choices

Consumer awareness is yet another significant obstacle. Although many people find ceramic tiles to be beautiful, not everyone may be aware of its remarkable worth. Frequently, the initial cost may entice buyers to choose ostensibly less expensive options. 

We need to educate consumers about the long-term economic viability of ceramic tiles in comparison to certain less expensive alternatives. They are a really good investment because of their longevity, low care requirements, and classic beauty.

Then there is another equally big challenge

Choosing the appropriate tiles for a particular usage environment; It is really painful to see some high-footfall shopping floors using high gloss Glazed Vitrified Tiles. The large slabs of very strong porcelain tiles are a cost-effective and more sustainable alternative to costly, exquisite marble slabs which are often imported, but they get scratched easily and cannot be repolished like marble.

A bold example of a wrong selection of products. We can blame the customer or the designer who specified these tiles, but what about the manufacturer who supplied these tiles? Isn’t it the duty of their marketing team who secure the sales order to inform the customer about the likely outcome of using such a tile?

Skilled Labour Shortage: A Serious Expertise Gap

The shortage of competent masons is a major issue. There is no serious effort in creating skilled and trained manpower for tiling. The problem is universal but for the size of the country, it is more serious. Customers spend a lot on tiles, pay for the installation, and then they get dissatisfied tiled surfaces. They don’t know whom to blame. The manufacturers show some ISO or IS standards that have defined “tolerance limits”. They prove that their tiles are well within the norms!

In thousands of such cases, we see the problem was with wrong installation, wrong material (mortar), and inaccurate method. In the modern setup, the ceramic tile installation calls for a great degree of skill. Inadequate installation can distort views of ceramic tiles and compromise their inherent beauty and usefulness.

Poor installation can ruin even the most premium choice, while a skilled mason can elevate the results with ordinary quality tiles.

Envision a scenario where a house builder employed an unskilled mason to lay tiles. She may face a lot of serious issues like – tiles detached from the floor or wall, tiles cracking, uneven surfaces, and even water leakages. This can be frustrating, and it could also damage ceramic tiles’ standing as a dependable and superior flooring option.

Watch this Podcast Video: Tiles & Tiling – Pro Tips | How to fix problems in Tiles?

Way Forward

It is not that the industry is not aware of these issues. The question is who takes the lead. With over 800 small and big players, each having a minor share in the market, the cost and willpower both seem to block the initiative. What about the Industry consortium? Can’t there be an initiative funded by the association of tile manufacturers? We think, it could be done. What do you think?

Buy this Book: MODERN CERAMIC TILES: A Handbook for Professionals