The Indian Ceramic Market is well-known across the globe for its superior ceramic tiles and sanitary ware products. Today, the Morbi Cluster leads the major export of ceramic tiles from the Indian market. The entire credit is earned by the ceramic brand owners, who have constantly delivered the blend of exotic ceramic designs and quality to the buyers from across the globe.

The Ceramix Expo 2019 is back with a bang after two successful editions (2016 & 2017). This time the 40+ participated countries are showing up their interest and agenda with the International Expo. If we follow the news headlines, the expo is expecting buyers and exhibitors from 100+ major metro cities of the world. This year, the exhibition is going to be super-huge for the Morbi Cluster market, as they get to explore the business and commercial opportunities from renowned countries like Spain, USA, UK, Australia, Africa and the Middle East.

During our official visit to Morbi for interviewing the interesting entrepreneurs of the Ceramics Industry, we got an opportunity to talk with the youngest running owner of Lorence Vitrified Tiles; Mr Urvesh Desai. Mr Desai has his educational background with the architectural field, and hence, he is happy to join his blend of both designing exposure and creativity with his family unit. His joining is a big benefit for the brand as he keenly understands the technical requirements.

The brand follows Innovation as its USP, which is highly appreciating as the Morbi Cluster has tough competition, and it is all about innovation that can stand any brand apart from the regular collection. The owner helped us to drive our attention towards Landford Ceramic, a unit that has a huge collection of ceramic tiles to serve the market. Talking about Landford’s USP, he wittily said; we follow ‘superb & simplicity’ for winning the market share.

The brand is best known for its high-quality ceramic tiles with the size range of 60*60, 60*120 and 40*80. Mr Desai emphasises the uniqueness of producing 40*80 vitrified ceramic tiles (4-5 different types); which no other company in Morbi ceramic cluster probably do.

While talking about the journey from Landford to Lorence Vitrified, Mr Desai was nostalgic sharing the entire family support and unity that has helped the brand to reach the sacksful heights. The different thoughts, the different ideas and a lot of arguments ended up crafting the Landford Ceramics and after that Lorence Vitrified.  We can say that a Landford and Lorence is an example of a great family business in Morbi Cluster.

The current manufacturing capacity of the Lorence unit is 6500 boxes per day. Landford Ceramic production capacity is 4500-5000 boxes per day.

While discussing their marketing strategies, Mr Desai helped us know about their genuine interest in investing in social media marketing for gaining exposure from the International market. Lorence was a part of the earlier edition of Ceramix Expo and this year; they are planning huge for their vitrified body. Lorence has more than 65-70% share in the International market for exporting ceramic tiles by covering 30-35% of the local Indian market. To explore the entire collection of Lorence brand and its USP product 40*80 Vitrified tiles, please register with the Ceramix Expo 2019.