Newstrack

RAK Porcelain enters Indian market

EH Staff - Mumbai

HospitalityWorld 2007 doubled up as the perfect venue for the launch of international brand RAK Porcelain in India - a part of RAK Ceramics group of companies - with its premium porcelain tableware for the rapidly expanding Indian hospitality industry. The leaders from the hospitality industry adjudged RAK Porcelain as the best exhibitor at the HospitalityWorld show. Renu Oommen its head (sales & marketing) said, "This show is a hub of massive business opportunities and forms the ideal platform for our grand launch in the Indian market."

Established in the Emirate of Ras Al Khaimah, UAE, the company spreads over an area of 65,000 square meters with one of the most modern manufacturing unit equipped with Italian and German machinery to produce high alumina porcelain tableware using quality-refined raw materials imported from various parts of Europe. It has a production capacity of 15 million pieces of porcelain dinnerware per annum. While the Indian tableware market is currently dominated by bone china manufacturers, it's a virgin market for manufacturers like RAK Porcelain that is introducing high alumina porcelain tableware, which is devoid of bone ash. The company will sell a blend of two brands RAK Porcelain (for hotels) and Elegance (for retail). The company plans to launch eight different shapes and more than 150 patterns in 2007.

Within a short span of a year, RAK Porcelain has created a benchmark by establishing its distribution network in more than 40 nations, the larger proportion of its business goes to hospitality sector. It will become the first company to provide high-grade alumina fully vitrified porcelain tableware in India. It also offers different kinds of decors like in glaze and reactive glaze. The company provides its customers with customised shapes, patterns (decorations) and custom-made logos meeting the specific requirements of the hospitality industry. Its shapes are conjured by the famed French designer Alain Vavro. The innovative embossed design Pixel was also popular. In fact it's Banquet, Ska and Pixel range meets the highest standards in edge chip resistance and the company offers an extended warranty against edge chipping to hotels.

RAK Porcelain's distribution strategy includes strategic tie-ups with leading hotel suppliers and industry players worldwide. Its products successfully meets the stringent standards such as FDA (Food & Drug Association) and Proposition 65 as accredited by UKAS from the UK, WCAS from the US, Physical tests from SFC France and above all accredited by ISO 9001: 2000 and by Ceram Research, UK.

Dr Khater Massaad, CEO of RAK Porcelain, said, "The HospitalityWorld show, organised by Indian Express Group, is a key industry event. By re-participating at the Hyderabad venue, we intend to replicate the overwhelming success we achieved at the show."