AS A regular participant at The Big 5 show, RAK Ceramics will continue its tradition of showcasing a range of new innovative products to its clients in the region.

“The Big 5 is an important exhibition in the UAE to reaffirm brand status, showcase a new range of products, take advantage of the networking opportunity offered and scout for new market trends,” says Abdulla Mahmood, general manager, marketing and corporate communications of RAK Ceramics, adding The Big 5 provides an unrivalled opportunity for architects, engineers, contractors and developers to network.

He elaborates: “The event offers customers an opportunity to have a look at our products during the exhibition and ask questions about various applications and advantages of each product. Another factor that has encouraged us to exhibit is that it presents an opportunity to unveil our latest innovations. Such fairs are important to get feedback from our clients and distributors on our new innovations and exquisitely designed products providing insights that allow us to grow as a company.”

This year, RAK Ceramics will be promoting tiles (Gres Porcellanato and ceramics), bathware and faucets (Kludi RAK).

“We will be introducing new products to the Gulf market by showcasing European design tiles under the Wood Art, Stone Art, Concrete and Metallic collections at this exhibition. The colours, sizes and shades of these tiles have been customised to cater to the demand within the GCC. In bathware, we will be launching our new model Harmony at the exhibition. The focus will continue to be on green building solutions as a part of our promotion of eco-friendly tiles, sanitary ware and faucets contributing to sustainable construction.” says Mahmood.

RAK Ceramics’ stand at The Big 5 last year.

RAK Ceramics is a $1-billion global conglomerate that supplies to more than 160 countries and has been officially recognised as the world’s largest ceramics manufacturer with a global annual production output of 117 million sq m, 4.5 million pieces of bathware and 20 million pieces of tableware. It offers a comprehensive product portfolio comprising more than 8,000 designs in ceramic tiles, Gres Porcellanato, and several models in bathware.

The company has sold a staggering over one billion sq m of tiles worldwide since production commenced in 1991, and recently reached an equally impressive milestone in terms of bathware, having sold more than 50 million pieces worldwide since 1993.

RAK Ceramics is a global pioneer in the world of ceramics through its innovative eco-friendly products such as RAK Slim, Wood Art Collection, Stone Art Collection and Orion Collection which are produced using the latest Nanopix digital printing technology. RAK Ceramics bathware have a water-saving mechanism resulting in 33 per cent less water consumption. It is also the founding member of Emirates Green Building Council, which supports the development of sustainable buildings in the UAE.

The company has also entered into major joint ventures to further diversify its product portfolio, offering a complete solution with its diversification into tile adhesives and grouts in partnership with Laticrete International of the US to form Laticrete RAK, and eco-friendly range of taps, faucets and other accessories for sanitary ware products under the brand name Kludi RAK, in a joint venture with German-based Kludi. It also offers the RAK Porcelain tableware range of products that is targeted at the high-end hospitality industry.

“All these subsidiaries contribute to RAK Ceramics’ brand by offering a complete value-added service to clients,” says Mahmood.

Established in June 1991 with its head office in Ras Al Khaimah, UAE, RAK Ceramics has other offices in Oman, Qatar, Kuwait, Saudi Arabia and Bahrain. The company employs about 7,000 people in the UAE and 14,000 people worldwide and registers an annual turnover of $1 billion.

The company has seen an overall 10 per cent increase in business this year, driven by the positivity in the real estate and construction sectors in the last 12 months. Its retail segment has also been steadily growing.

The company has expanded aggressively on the retail level, having opened three new showrooms in Abu Dhabi, Dubai and Fujairah bringing the total number of exclusive retail outlets to 10.

Commenting on the UAE market, he says: “Considering the fact that the domestic market has been plagued with many ceramic companies offering products of lower quality and cost, business levels at RAK Ceramics are majorly driven by innovative and quality products that offer value-for-money solutions.”

The company has launched eco-friendly tiles under the Wood Art Collection, Orion Collection and Stone Art – which are described as superior alternatives to natural wood, marble and stone – as part of its sustainable business and operations, he says.

Among other initiatives, RAK Ceramics became the first ceramics company in the region to produce a Global Reporting Initiative (GRI)-based sustainability report in-house that has been highly appreciated by industry peers and green building products.

“We are researching and analysing several opportunities to introduce innovative product ranges with new technology. We have even expanded our production capacity of sanitary ware overseas in the Indian and Bangladeshi markets,” says Mahmood.

The company will be launching a series of new products predominantly in tiles, bathware and kitchen fittings and intends to introduce large-format tiles based on cutting edge technology, which are the first of their kind in this region.

About prospects for the company in the region, Mahmood says: “The GCC is the most important region for RAK Ceramics as the current growth of infrastructure, construction and real estate is bullish. Saudi Arabia leads the way, closely followed by the UAE and Qatar. The activity in this region provides us with great prospects and opportunities.”

RAK is currently supplying to numerous projects across the region including the Al Jawarah project for Damac Properties and phases one and two of a Sabic (Saudi Basic Industries Corporation) housing project in Saudi Arabia; Banana Island Resort Village for UrbaCon Trading and Contracting in Qatar; Wadi Al Sail Project for the government of Bahrain; and Palazzo Versace luxury hotel for Enshaa-Versace Palazzo, and Dubaai International Airport Terminal Two expansion and refurbishment, for Dubai Aviation Engineering Project Corporation (DAEP), in  Dubai, UAE.

RAK Ceramics can be visited at Stand A181, Rashid Hall, at The Big 5 show.