Product Profile

A touch of feather

EH Staff - Mumbai

Having being conceived by enterprising businessmen in 1978 with the aim to take the Fine Bone China market in India by storm, the progress of Feather Touch over the years has been commendable and appreciated in the Indian hotel and restaurant sector. Now Feather Touch has become a known entity for ceramic ware in the hospitality sector and has been contributing immensely toward the development of the market. The company focuses on specialised form of hotelware, which are marketed under two brand names - Feather Touch Ceramics and Shan Tablewares.

According to Pradeep Singh from Feather Touch Ceramics, "We are a leading manufacturer and exporter of Fine Bone China Tablewares of exquisite quality. Feather Touch Tableware is fine bone china and not porcelain or stoneware. Fine Bone China is top line product, whereas porcelain and stoneware are inferior by comparison. Add to it the richness of traditional designs and you have a product that stands tall among the pretenders. Its robustness and hardwearing quality are indeed hard to match. It is no wonder that our products have consistently passed all international quality parameters."

It offers various products in five different categories, which are self-embossed, hand-painted underglaze, colours, shapes, decals and accessories. The marketing is done on direct manufacturer to buyer basis, and no dealers or distributors are entertained. More than 70 per cent of the premium hotel wares and fine dining outlets in India are using Feather Touch products and in the last three years the company has witnessed a growth of almost 200 per cent.

"We have concentrated on absolute specialisation in techniques of hotelware production, quality control; developments etc. have been achieved in last 15 years keeping in mind the specific needs of hospitality industry. Although, most of the Bone China products available in global market are expensive and delicate, but Feather Touch is inexpensive, tough and almost chip proof with soft silky looks," stated Singh.

Speaking on the growing interest of Fine Bone China in hotels and restaurants, Harpreet S Sethi, from Feather Touch, said, "With more number of hotels and restaurants mushrooming in the country, it provides a huge opportunity to cater to the need of Fine Bone China tableware. More outlets are finding favour towards ensuring that the tableware is exquisitely designed and is inexpensive."

Almost 70 per cent of hotels and restaurant in India including (Taj, Oberoi's, Intercontinental, Radission, Meridien, Marriott etc) use Feather Touch. "With more than 2000 items to choose from, we have probably the largest range available from a single source to suit the décor or type of cuisine," Sethi further added. Attributing the success of the company to the team members, Singh opines that it is always the endeavour of the dedicated management and the team of skilled workers that has helped attain the success that they have. However, one of the unique winning of the company, Sethi, reveals, is its focus towards extensive research and development for each of its product, sometimes based on a client's request. And its ability to meet all its delivery deadlines is another feather in its cap.