When Ashok Kajaria left his mechanical engineering program in the United States and returned to India, few could have predicted that this bold decision would lead to the creation of one of the world’s most recognized tile brands. What began as a simple leap of faith in his family’s trading business evolved into a transformative journey that reshaped the Indian ceramic industry and set new benchmarks for quality, innovation, and design.
Ashok Kajaria- The Man Whose Spark Ignited a Legacy
Ashok’s pivotal moment came during a sales trip to the Gulf. While there, he noticed a growing demand for high-quality floor tiles—a product not yet readily available in India. The idea to establish a tile manufacturing operation took root when a group of cast buyers suggested that he visit Spain, a country renowned for its advanced tile production techniques. Intrigued, Ashok toured nearly 50 factories in Spain, absorbing every detail about the processes and the possibilities.
Realizing the immense potential of introducing cutting-edge tile manufacturing techniques to India, Ashok partnered with Spain’s industry leader Todagres. This collaboration brought not only the technical expertise necessary to produce world-class ceramic tiles but also the confidence to launch a new enterprise. In 1985, Kajaria Ceramics was born—signaling the start of a journey that would redefine the very nature of floor and wall décor in the country.
Kajaria Ceramics- Laying the Foundation for Excellence
From the beginning, Kajaria Ceramics distinguished itself through quality and innovation. The company’s first manufacturing facility in Sikandrabad, Uttar Pradesh, had an annual production capacity of one million square meters—an ambitious figure at the time. By 1988, the factory was up and running, turning out ceramic tiles that quickly set new standards in the Indian market.
Kajaria’s early marketing campaigns were equally groundbreaking. Its very first advertisement in 1989 conveyed a clear message: superior quality and durability were no longer foreign concepts. With every tile, the brand demonstrated that Indian consumers could expect the same excellence as those purchasing imported products. Within just two years, Kajaria emerged as a market leader, a testament to Ashok’s determination and foresight.
Adapting to Changing Tastes and Trends
The global tile industry is known for its rapid evolution. New sizes, materials, and styles constantly redefine the market, and staying ahead of these trends requires a keen eye and a willingness to adapt. In 1995, Europe began shifting toward larger tile formats, prompting Ashok to rethink Kajaria’s product offerings. Recognizing the need for more versatile wall tile options, he commissioned a state-of-the-art factory in Gailpur, Rajasthan, in 1998. This facility allowed Kajaria to produce larger wall tiles, meeting international standards and catering to a more sophisticated clientele.
This strategic move paid off handsomely. By 2007, Kajaria was producing over 20 million square meters of tiles annually and had achieved sales of nearly Rs 530 crore. Even during the global financial turmoil of 2008, Kajaria not only held its ground but also became the first Indian tile company to list on the National Stock Exchange—an impressive milestone that underscored the company’s resilience and growing stature.
Revolutionizing the Customer Experience
Ashok Kajaria’s vision extended far beyond manufacturing. He saw an opportunity to transform how consumers interacted with his products. Traditionally, Indian customers purchased tiles from local hardware stores, often finding the experience impersonal and limiting. To address this, Ashok introduced a new retail format: the “Kajaria World” showroom.
These spacious, well-designed showrooms offered a welcoming environment where customers could explore a diverse range of tiles, receive expert guidance, and envision how Kajaria products would look in their homes. By 2012, Kajaria World had expanded to 17 showrooms, enhancing the company’s reputation and driving sales past the Rs 1,000 crore mark.
The Vitrified Tiles Revolution
As European markets embraced low-porosity vitrified tiles for their strength and durability, Ashok ensured Kajaria kept pace. The company’s facilities began producing both polished and glazed vitrified tiles—innovative products that quickly became industry standards. By 2015, Kajaria’s vitrified tile offerings propelled the company’s annual revenue to Rs 1,600 crore and earned it unicorn status with a valuation exceeding Rs 8,000 crore.
Expanding the Brand and Embracing Indian Roots
In addition to its core tile business, Ashok Kajaria diversified into related categories such as bathroom fixtures through its Kerovit line. It also launched high-profile marketing campaigns, including one featuring Bollywood superstar Akshay Kumar, and adopted the patriotic slogan “Desh ki mitti se bani tile.” These efforts reinforced Kajaria’s commitment to Indian heritage and craftsmanship while appealing to a broad customer base.
By 2019, Kajaria’s revenue approached Rs 3,000 crore, supported by a market share of 11%—double that of its two nearest competitors combined. Under Ashok’s leadership, the company became synonymous with quality, innovation, and a deep connection to its Indian roots.
A Global Leader in Ceramic Excellence
Today, Kajaria Ceramics stands as India’s largest manufacturer of ceramic and vitrified tiles, producing over 86 million square meters annually. It is also the eighth-largest tile manufacturer globally, a feat that speaks to Ashok Kajaria’s vision and relentless pursuit of excellence. With six state-of-the-art manufacturing plants and a presence in markets worldwide, Kajaria has firmly established itself as a symbol of “Make in India” success.
Conclusion: A Legacy of Leadership and Innovation
Ashok Kajaria’s journey from an aspiring engineer to the architect of a 20,000 crore ceramic empire is an extraordinary tale of vision, adaptability, and perseverance. By embracing innovation, anticipating trends, and continually raising the bar for quality, he has transformed Kajaria into a global powerhouse. More importantly, he has shown that a commitment to excellence—rooted in the soil of India—can yield extraordinary results, inspiring countless others to dream big and work tirelessly to turn those dreams into reality.
