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CHARU-The Luxurious Sanitary Ware Brand
CHARU Ceramics has offered a new choice for decorating bathrooms in Bangladesh. CHARU has been able to make the use of luxury bathroom materialls easily possible go the mass people. Whereas it used to cost around Tk. 4,00,000 on an average earlier to build a luxurious bathroom, CHARU can supply the same quality of luxury products for Tk. 50,000 to Tk. 1,00,000 only. This is the great achievement of the Bangladeshi brand. CHARU Ceramic Industries Limited was incorporated as a company in March 2012 and started its journey from 2017 by producing world-class sanitary ware in the country. It is the first international major standard sanitaryware manufacturing plant in Bangladesh with the assistance of the best consultants from Europe and Asia. This sanitary ware manufacturer, certified by ISO 9001:2015, has collaborated with COTTO, one of the most popular brands in the world. Some 1,800 skilled workers are working in the CHARU Sanitary ware factory established in Madhabpur, Habiganj. The plant is equipped with state of the art technology such as robot glazing, high pressure casting, advance kiln and molder and the latest and advanced manufacturing machinery of sanitary wares from SACMI, UNIMAK and HEXIANG with production capacity of 1.5 million pieces a year. Machineries of the world’s most renowned companies such as Gaiotto, Riedhammer and Unimak are installed to produce the best quality of sanitary ware in CHARU Ceramic Industry. It is remarkable in the history of Bangladesh’s sanitaryware industry that CHARU manufactures one of the most internationally recognised sanitary ware brand ‘COTTO’ in Bangladesh with technical collaboration of Siam Sanitary Ware Industry Co. Ltd., Thailand. COTTO is helping it to achieve the best quality by providing technological support, knowledge transferring and trained employees. Currently, a wide range of water closet, wash basin, urinal and squat pan are produced by both the brands CHARU and COTTO – and these are manufactured in the country with utmost care and skills. CHARU ceramic wants to become the number one sanitary ware brand in Bangladesh with the finest products and efficient services. CHARU Ceramic Industries Limited has been set up initially to fulfill the domestic market demand for products and then to export. Manufacturing products of higher standarcs, CHARU gives the customers with proper value and extreme durability of the products. The products have unique designs and it upgrades products range every year with hot designs. CHARU is manufacturing products using the latest technology. While showing internationally recognised innovativeness and proving technological ability, flexibility and adaptability, CHARU can meet the demand of mass production. Interview with Managing Director Quality, Design and Plumbing services are the main pillars of CHARU’s success The name ‘Charu’ itself associates with the meaning of finesse. Although the local sanitary market in Bangladesh is still very young, the sector is growing rapidly, thanks to the growth of middle class, change in their taste and rapid urbanization process,” said Mohammad Shamsul Huda, Managing Director of CHARU Ceramics. He told Ceramic Bangladesh that the current market for sanitary ware in the country is in a range of Taka 1,000 crore to Taka 1,200 crore a year. CHARU owns 20 per cent of the market share, he said and added that because of the construction boom, this market is growing at a rate of 15-20 per cent every year. The demand for sanitary products is increasing in the villagesas well. And thedemand for commodes is increasing in the cities, he pointed out. The managing director mentioned that CHARU continues to compete with the imported foreign products of similar quality. However, CHARU is keeping an eye on the price so that it is more affordable than the imported products. Mr. Shamsul Huda said that although the annual production capacity of CHARU is 1.5 million pieces, its current production is 60 per cent of its capacity. It will increase to 80 per cent this year, he mentioned. However, production is also being affected due to the gas crisis. Mr. Shamsul Huda has about 40 years of experience in the business of sanitary products in Bangladesh. He got involved with this business by setting up Bengal Agencies in the early 1980s. At first there was the business of mosaic, granite marble and white cement. From the import-dependent trading business, he gradually developed the Great Wall Ceramics Industry, CHARU Ceramics, Elephant Brand White Cement and Siam-Bangla Industries in the country. the country. The bathroom fittings industry will also start soon under the group, he said. In all cases it has retained the international standard and taste. As a result, there is a huge demand for these sanitary products at home and abroad. However, due to increase in domestic demand, it can’t meet the full demand of the domestic market. CHARU and Great Wall products are being exported to countries like the US, India, Pakistan and the countries of the Middle East. It is especially in high clemand in the ‘Seven Sister’ states of north-east India. Participating in fairs in Qatar, Pakistan and India, this Bangladeshi company has recently received huge response, the managing director said. Mega projects like Rooppur Nuclear Power Plant, Matarbari and Payra Power Plant, Karnaphuly Tunnel and Metro Rail in Bangladesh have received huge supplies of CHARU, COTTO and Great Wall products. Talking about the success and popularity of CHARU, Mohammad Shamsul Huda said that CHARU is working jointly with the COTTO brand of Thailand. Dwelling on the shortage of designers in the sanitary ware industry, Mr. Shamsul Huda said that design is changing rapidly. “In order to increase exports, we have to create more diverse products and increase the number of designers in the country” he said. He added that to help brand Bangladesh’s own industry, the government should provide more assistance in this sector. “Number of ceramic institute should be increased. Emphasis should be given on finding world class designers by opening ceramic faculty in Art Colleges.” Tejgaon Ceramic Institute in Dhaka is not enough to meet the demand of the time, he said, adding that only diploma
Fu-Wang Ceramic Industry A Journey of Resilience and Growth
FU-WANG Ceramic Industry Limited, founded in 1995 as a joint venture between Taiwan and Bangladesh, has evolved into a major player in the ceramic industry. Despite Taiwan investors’ departure in 2008, the company continued to thrive, reshaping the landscape of ceramic production in Bangladesh. During the 1990s, Bangladesh heavily relied on ceramic imports from countries such as China, Sri Lanka, Spain, and Italy. Fu-Wang entered the market and made a significant impact. Subsequently, other prominent players like RAK, CBC, and Mir Ceramic joined, solidifying their presence in the country’s tiles market. Presently, RAK, DBL, Fresh, Fu-Wang, and X Ceramic are the key players in Bangladesh’s tiles sector. With an aggregate investment of $1.8 billion in the ceramic sector, of which 66 per cent is allocated to the tiles, the domestic tile market is valued at $650 million. Fu-Wang Ceramic Industry went public in 1998, listing its shares on the Dhaka and Chattogram Stock Exchanges. Fu-Wang Ceramic has created a good number of employment opportunities. Its products are manufactured in the factory of Gazipur. The company has since maintained impressive annual growth, consistently achieving a 20 per cent increase. Product diversification and challenges faced Fu-Wang Ceramic Industry is known for producing two types of products: those tailored for the mass market including industries, universities, shopping mall etc. and luxurious tiles designed for apartments, hotels and offices. The company has also introduced high-quality brands like Picasso and Picasso Premium, offering larger wall sizes and various floor sizes tiles under the guidance of European and Asian technologists. The foundation of Picasso Premium 60x60cm PGVT tiles lies in state-of-the-art robotic technology. Each tile is crafted with unparalleled precision and accuracy, ensuring uniformity in size and shape. The company employs Nano Technology in the production of PGVT tiles, enhancing their durability and shine. This advanced technology creates a protective layer on the tile surface, making them resistant to scratches, stains, and wear. The timeless elegance of marble, the warmth of wood, or the modernity of concrete, Fu-Wang designs capture the essence of nature and elevate the interior design to new heights. Each of 60x60cm PGVT tiles is meticulously packed with a surface protective film. This film safeguards the tiles during transportation and installation. However, the industry currently is facing a range of challenges. These include difficulties in opening Letters of Credit (L/C), surging natural gas prices coupled with low gas pressure, and unreliable electricity supply to factories. Moreover, navigating the intricate landscape of government policies has posed additional obstacles for businesses in Bangladesh. Besides, current economic headwinds has contributed to decline in the sales of the ceramic products. To carry on the business, the government should withdraw Supplementary Duty (SD) on the local ceramic products and supply gas and electricity uninterruptedly to the factories. The CEO of Fu-Wang Ceramic Industry Limited (FWCIL), Mr. Rafiquzzaman Bhuiyan, shared his experiences with the Ceramic Bangladesh (CB) in an exclusive interview. Adapting to market dynamics Despite these challenges, Fu-Wang Ceramic Industry remains steadfast in its commitment to leading the tiles sector in Bangladesh. The CEO recognises that competition is intensifying, and only large companies will be able endure while smaller ones might face closure. Making profit is tough due to competition. Besides, the demand for high-value and luxurious products is increasing in local and international markets. So, small companies have to compete with large companies. However, considering current market demand, they have to change product designs in accordance with new technology. Now local companies are meeting 85 per cent domestic market demand. And the rest of 15 per cent is met by imported products. If they can reduce import dependency further, dollar reserve will increase. So, policy support is crucial. “Our plan for the future is to manufacture selective and valuable products to compete in the market. We will expand our production base. Mass production helps to reduce product costs. We will produce high-value products in the future increasing market demand,” said Mr. Rafiquzzaman Bhuiyan. To meet the evolving market demands, Fu-Wang plans to adapt its product designs using new technologies. Moreover, they aim to reduce their dependency on imported products to bolster their reserves. The company’s strategy for the future is to manufacture selective and high-value products to cater to the increasing demand in both local and international markets. Export challenges, domestic potential While the export market has presented challenges due to global competitiveness, the domestic market for tiles has experienced significant growth. Changes in people’s lifestyles and increased per capita income have contributed to the surge in demand. Fu-Wang is exploring the possibility of entering the tableware manufacturing sector and is focusing on branding and digital marketing to expand its market presence. A call for government support and FDI The domestic demand for tiles has increased vastly thanks to change in people’s lifestyles and booming construction sector. A good number of companies have also been established here. In Bangladesh, the number of tile companies may further go up as tiles are now used in rural areas too. So the market is expanding, and it will continue to expand. People are spending more money on their houses as a pre-emerging country. In this context, Fu-Wang management is planning to what type of new products can be brought in the market in future. Meanwhile, Bangladesh has made a reputation in the international market exporting high-valued tableware products. However, there is a huge potential for foreign direct investments (FDI) in Bangladesh. The government has set up 100 special economic zones, something which is a positive initiative to bring more FDI. Also, there are some challenges including land scarcity, gas and utility supply, and the business operational registration process. All problems should be resolved as soon as possible. Besides, transparency and accountability are crucial to ensure ease of doing business. Basically, the country’s all services should be available on online. Mr. Rafiquzzaman Bhuiyan underscored the need for government support, including withdrawal of supplementary duty on local ceramic products, reducing import duties on raw materials, uninterrupted gas supply, and reliable
Paragon Ceramic, Pioneering Innovation and Sustainability in a Challenging Global Market
The global ceramic industry, including Bangladesh, is navigating a period of uncertainty due to economic slowdowns, fuel shortages, and inflation. However, Paragon Ceramic Industries Limited (PCIL) has managed to stand out as a leader in this competitive sector, driven by an unwavering commitment to quality and resilience. Below is a closer look at the company’s journey, challenges, and future plans as discussed by its Managing Director, Farian Yusuf. A Journey of Resilience and Early Success Founded in June 2008, Paragon Ceramic began commercial production in December 2010. Remarkably, within just two months, the company achieved its first export, a significant milestone that set the stage for its future success. Despite the current oversupply in the domestic market, Paragon continues to thrive internationally, with exports showing considerable growth. “Our entry into exports soon after production was a major accomplishment,” said Yusuf. “Although the local market is challenging, we are seeing tremendous growth internationally.” Paragon Ceramic: A Leader in High-Definition Porcelain Tableware Manufacturing Located in Mirzapur, Gazipur, approximately 50 kilometers from Dhaka, Paragon Ceramic benefits from a strategic location with access to all necessary infrastructural facilities. With a total investment of over US$ 16 million, PCIL has established itself as a key player in the porcelain tableware industry in Bangladesh. Cutting-Edge Technology and Skilled Workforce PCIL specializes in manufacturing and exporting high-definition porcelain tableware, utilizing state-of-the-art machinery sourced from renowned global suppliers like SKK and TAKASAGO from Japan, TCK from Taiwan, Modena and COTO from China. The factory is supported by a workforce of approximately 1,600 highly skilled and motivated employees, ensuring the highest quality in every product. “In a market where competition from China is fierce due to low pricing, Paragon Ceramic has adopted a strategy of prioritizing product quality over competing on price. China, with its advanced technology and domestic resource pool, offers products at far lower costs than Bangladesh.” Durability and Performance Paragon Ceramic decorated tableware combines vibrant colors and unique shapes that endure even the most demanding dining kitchens. Our proprietary clay recipe, infused with alumina, ensures strength, durability and a pure white finish. Yusuf said “Tested for quality, our products resist fading, chipping, and scratching, even after 500 dishwasher cycles. With advanced shape engineering and glazing techniques, we guarantee functionality, hygiene, and impact resistance”. Innovation and Global Reach Through cutting-edge technology and constant design innovation, Paragon Ceramic stays ahead of trends, offering high-performance tableware. With a robust global distribution network, we ensure timely deliveries worldwide. State-of-the-Art Manufacturing and Quality Assurance PCIL operates with cutting-edge technology, from its porcelain plant to its decal and packaging units. With modern equipment from Japan, Taiwan and China, and a highly skilled workforce, PCIL produces high-definition porcelain tableware for global markets like IKEA and H&M. The company excels in custom designs, meeting clients’ diverse requirements with unmatched flexibility and service. Precision and Excellence in Every Step PCIL’s advanced Mould unit and dedicated Quality Assurance (QA) team ensure every product meets strict international standards. With over 25,000 Mould produced monthly, the team delivers high-quality ceramics while adhering to ISO 9001:2015 standards for superior customer satisfaction. Overcoming the Industry’s Biggest Challenges Paragon has faced its fair share of challenges, from fuel shortages to a shortage of skilled workers. The company’s resilience in overcoming these hurdles speaks volumes. According to Yusuf, the biggest obstacle remains the gas crisis, which has severely impacted production costs and supply. “Fuel costs have skyrocketed by over 250 per cent, yet gas pressure remains very poor, affecting overall production,” he explained. “We’ve had to turn to alternative energy sources but that increases our costs, making us less competitive and facing global challenges to survive” Despite these difficulties, Paragon has continued to expand and evolve, focusing on maintaining its stronghold in international markets while also striving to meet local demand for Porcelain tableware. Quality over Price: A Global Strategy In a market where competition from China is fierce due to low pricing, Paragon Ceramic has adopted a strategy of prioritizing product quality over competing on price. China, with its advanced technology and domestic resource pool, offers products at far lower costs than Bangladesh. However, Paragon’s superior quality remains a competitive edge. “While China has access to its own resources, we rely heavily on imports, which raises our costs,” said Yusuf. “But in terms of quality, we’re second to none and that’s what has helped us to secure buyers internationally.” Reducing Import Duties: A Key to Growth Yusuf believes that reducing import duties on raw materials could significantly boost Bangladesh’s Ceramic industry and its global competitiveness. Since the sector relies entirely on imported raw materials, lowering these costs could fast-track growth and innovation. “If the government offers duty benefits, the sector will see accelerated development. We have the potential, but policy support is crucial to our future,” said Yusuf. Attracting Foreign Direct Investment (FDI) for Expansion Paragon Ceramic is also focused on attracting foreign direct investment (FDI), which Yusuf sees as essential for broadening the scope of the industry. More FDI could increase the number of companies in the sector, giving buyers more options and boosting confidence in Bangladeshi ceramics. “In the same way that Bangladesh’s garment industry grew with increased foreign investment, the ceramic sector can also be benefited,” Yusuf explained. “The more companies we have, the more options buyers have, leading to better overall industry growth.” The Gas Crisis: A Major Production Bottleneck The ongoing gas crisis has led to a surge in fuel prices and decreased availability, creating a substantial challenge for Paragon and other industries. Low gas pressure in industrial areas like Gazipur has severely impacted production as well as quality that reflects on financial statement. “The entire industrial area is affected by this, and it’s not just us—garment and other industries are also facing disruptions,” Yusuf said. “We need long-term solutions for energy security if we are to continue growing.” Technological Advancements: A Path Forward Yusuf emphasizes the need for technological innovation to enhance production efficiency and maintain competitiveness. While inflation has dampened local demand for