BHL CERAMICS, the flagship brand owned by BHL GROUP Pvt. Ltd., has evolved over three decades as a dynamic business house and consumer products manufacturer. Since its inception in 2017, BHL Ceramic Co. Ltd. has become one of Bangladesh’s largest ceramic tile manufacturers, symbolizing artistry and creativity. The company’s mission is to reduce reliance on imported foreign tiles and boost domestic production, creating employment opportunities.
With a workforce comprising highly skilled professionals from China and Bangladesh, BHL CERAMICS utilizes top-quality raw materials and operates a factory equipped with state-of-the-art machinery and technologies from China, Spain, Italy, and Germany. This enables them to produce high-quality tiles at an affordable price. BHL CERAMICS holds BSTI and BUET certifications, ensuring the finest quality.
As a market leader, BHL Ceramic Company Ltd. produces renowned brands such as BHL CERAMIC, KONGFU CERAMIC, VINCI CERAMIC, and the newly introduced PERLA SANITARY WARE. Their innovative designs, superior craftsmanship, and commitment to customer satisfaction set them apart. From conventional wall tiles (20x30cm, 30x30cm, 30X45cm, 30X60cm, 40x40cm, 60x60cm, 60x120cm, 80x8cm) to Nano Polished, High Glossy, Mirror Polish, Matt, Ink-jet, and contemporary Sugar Effect, Lappato, Rocker, Parking, and Stair Tiles – all are manufactured under Bangladesh Hardland Ceramic Company Ltd. and BHL Ceramic Company Ltd. The current production capacity of BHL Ceramic Company Ltd. stands at 33,000 square meters per day, with plans to increase it to 40,000 soon. Their tagline, ‘BHL CERAMIC – Reflecting Time, Trends, and Technology,’ exemplifies their dedication to innovative styles and quality benchmarks rooted in local culture.
PERLA SANITARY WARE
Embarking on a new journey in 2022, this brand introduces creatively designed sanitary ware products. With a focus on saving water, hygiene glazing, and eco-friendliness, Perla aims to provide unparalleled satisfaction to its valued customers. Initially targeting a production of 1000 pieces of sanitary ware per day, they plan to increase this to approximately 2500 pieces daily. Currently, PERLA offers 36 models of sanitary items, with the collection continuously expanding.
A Blossoming Industry Envisioned Fifteen Years Ago: BHL MD
Tiles, ceramics, porcelain, and masonry are integral aspects of the much larger, grander real estate superstructure. With business acumen and being an established businessman himself, Mr. Shahedul Islam, BHL Group’s Managing Director, recognized in 2009 how quickly the ceramic industry was budding in Bangladesh. “I saw a lot of room for improvement in the ceramic sector when I went to buy tiles for my home. Even in 2009, 40-50 percent of the total tiles in the market were imported and significantly better – both in design and quality. I wanted to do something about it and in 2015, I took matters into my own hands,” he boldly said. By 2017, the MD of the Group rolled into domestic tile production in full swing. As he strived for excellence, his tiles had to meet the standard of those the market was importing concurrently. His active mind discovered the “3M” Machinery, Manpower and Material – that meet global standards to go into the production of tiles.
He elaborated, “I traveled extensively to learn the trade. When I began, I imported the right machinery from around the world. Although this was the first step, the more challenging was to secure the right manpower. Our industry lacked proper skill sets and expertise. Again, I looked to foreign sources and invited multiple industry insiders and to head different departments. About the raw material, my hands were literally tied. I had to import the raw materials since locally sourced materials weren’t up to the mark. Almost 90 percent of it used to be imported back then and now that percentage is 95. Sourcing the right material is a feat as well as a necessity and I never let anyone else, other than me, to source them.”
Shift to matte from shiny, to sober from funky
The industry insider then said that consumers are now turning to more subtle tile and ceramic designs. Solid-colored tiles with a matte finish are quite in demand now. This reflects how the global market also influences our local consumers’ taste and preferences. How does he cater to these minute shifts? He has designers set up in China and India to grasp the South Asian taste in tile design and in Italy and Spain for European designs. The Group has a clear upper hand as the shift in the latest designs reaches them faster than the rest of the market. Adapting to changes is not limited to design. New machinery is being shipped in as we speak to produce tiles of the latest designs and are expected to be out on the market as early as July!
“Quality of our product comes first and foremost to me. Design and good material won’t retain consumer loyalty or trust if quality is compromised. Whatever the design or material, we believe in quality before all.” Mr. Shahedul Islam said emphatically. However, BHL Group goes beyond tiles to stay relevant and competent in this highly competitive market. Sanitary ware is also a sector that the Group focuses on. Just as their tiles and ceramic promise the best quality product that can rival imported counterparts, their sanitary ware also carries forward the same promise, while also being well within the purchase ability of most consumers as they are produced locally.
What is one thing that concerns him?
“I’ve been in the tile and ceramic business for a decade and a half. One thing I find quite saddening is that sometimes consumers end up paying a premium for products made with below-standard raw materials. This is an unethical practice on the part of producers. This is also another reason why I still fly out at a moment’s notice to anywhere on the globe whenever I get word that a newer or better raw material has been found or is being made available. If possible, then I try to bring home back the new material for the least cost so that we don’t have to charge our end customers exorbitantly for something we didn’t pay a lot for. This builds trust and we are a trusted name, gladly speaking,” he observed. Currently, the Group has created employment for around 1800 people at different levels working different sectors and soon the number will go up to 2000 when a factory facilitating the latest design tiles will open up.
Yet increased interest rates for businesses and the dollar crunch are falling heavily on the tile and ceramic industry. The ceramic industry heavily relies on imported clay as its primary raw material. However, a total duty of 70% on clay imports, which includes the 35% duty on moisture, appears highly unjustified. Additionally, there’s a supplementary duty (SD) of 15% on tiles and 10% on sanitary ware during the manufacturing stages. If this burden is lifted, it could significantly boost the domestic industry. The insider reported that many companies who have already invested heavily on new factories, could not even get to begin production before being forced to shut down, incurring losses of gigantic proportions. Tax rebates and lowered interest rates are now more crucial than ever for the industry to stay afloat and bounce back to its former glory eventually.
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