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For a Royal Bath - November 2007
Tharana Thoradeniya is the Director of Marketing and Business Development of the Royal Ceramics Group. He is also the Chief Executive Officer and a Director of the Board of Rocell Bathware. He is also responsible for all branding, product development and marketing aspects of the Royal Ceramics Group and is responsible for the complete operations of Rocell Bathware.
In this interview with Business Today he talks about the manufacturing plant that is currently being commissioned, its operations and the high quality products customer’s can expect.
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Could you briefly describe operations after the launch of the Rocell brand?
With the launch of the Rocell brand we carried out a total marketing exercise. Basically a new product line was introduced to the market, we started expanding our distribution network and we came out with new display concepts. We have some of the best showrooms in the country, not only in the household care segment but across the board.
Through these initiatives, we managed to regain the market leadership position and we became the number one flooring company in Sri Lanka. Right now we have approximately 40% market share in the floor tiles business and we are the number one producer in Sri Lanka. We have two plants. One in Eheliyagoda - which produces porcelain tiles - and the other one in Horana, which produces glazed ceramic tiles.
What prompted the birth of Rocell Bathware?
We wanted to diversify into other areas of business, especially into lifestyle related areas, so this was a natural choice. we made a conscious decision to go into the bathware business. That was the birth of this project. For the past two and a half years we have been working on this project and it is nearly in completion.
Could you describe the plant that you have constructed?
If you look at the Rocell Bathware project itself, this plant is one of the most advanced and sophisticated bathware manufacturing plants in the region. I would venture out to say it’s the best in south east Asia. This is the outcome of careful conceptualisation, design and selection of appropriate technology during the last two years. Rocell Bathware is a state-of-the-art production facility equipped with the latest innovations in production and process technologies. Two of the world’s leading bathware technology providers, Unimak of Turkey and Sacmi of Italy are the lead suppliers of machinery and technology to the plant.
If I am to give you a background to the global bathware industry (also commonly referred to as sanitaryware), Turkey is the largest producer in the world. They produce about 20 million pieces of bathware per annum. Italy is the second largest, producing approximately 7.2 million pieces a year. Both Unimak and Sacmi are leading technology providers to the global bathware industry. We have taken a technology that is used and proven in the most developed bathware markets in the world.
A ninety cubic meter kiln, semi pressure casting machines, automated driers and robotic glazing lines differentiate our plant from that of its counterparts in the south east Asian region. Access to advanced technology and production processes gives us the ability to produce a range of sophisticated products in a process which is environmentally friendly, conducive to high capacities and optimises efficiencies. We will also adopt all European norms of manufacture in bathware specifically in terms of product and process testing as well as in research and development.
What is the investment you are making in this plant?
We are investing Rs 1.5 bn in this plant. It is one of the single largest investments into a production facility in Sri Lanka. From the perspective of the Royal Ceramics Group it is the single largest investment we have ever undertaken in our 15 year history. Naturally, this is a very important and a significant project for us.
Is this investment purely from Royal Ceramics or have you partnered with any others on this project?
No. This money comes from internally generated funds as well as debt capital. We don’t have any partners. This is a 100% owned subsidiary of Royal Ceramics Lanka Plc.
Could you elaborate on the standards you follow?
There are European Union standards and ISO standards for bathware, both for product and process specifications. We call them European norms. All our products conform to these European norms. We are also looking at making certain product lines which conform to Australian standard specifications as we plan to sell some of our products in Australia. But mainly our product standards, product quality and testing procedures would be based on ISO and European norms.
At present Sri Lanka does not have an established standard for bathware. Standards are very important, especially when it comes to water closets (WC’s) and flushing capacities. Most of the low quality, low cost pieces you would find in the local market do not
“Rocell Bathware is a state-of-the-art production facility equipped with the latest innovations in production and process technologies.” Europeans are very strict on how much water you use to flush, especially in the wake of an increased awareness towards minimising environmental impact through sustainable living. All our products, therefore, would come with 6 litre flushing capacities together with dual flushing capabilities, so that you use only half the water for a lighter flush.
What are the products that are being manufactured at the plant?
As regards to our production capabilities, Rocell Bathware will produce vitreous china (porcelain) bathware products as well as large format fine fireclay products. We would manufacture WC’s, bidets, washbasins and other accessories that go along with that.
Fine fireclay is one of the latest innovations in the ceramics industry. Apart from using an advanced production technology, fine fireclay allows the manufacturer to produce large format products in ceramic. This is the latest design trend in the European and North American markets where large format products are in vogue.
The bathroom was purely a functional space a few decades ago but has evolved into being an integral aspect of peoples’ lifestyles. Now it has elegance, style and uniqueness all built into it. It has become a showpiece and an extension of one’s lifestyle. This evolution has occurred as a result of changes in our own lifestyle, realistically when you think of your home you spend a considerable amount of your time - in the morning and evening - in the bathroom. So it is important that you have a pleasing ambience to spend that time.
In today’s day and age, bathrooms have superior functionality because bathware products have evolved over 150 years. At the same time uniqueness, design and elegance are critical in ‘individualising’ or ‘customising’ the experience derived. This is where we are coming in, in terms of the local market. We want to redefine the bathware category the way we did with the floor tile category.
Our product portfolio will not include bathtubs but we have collaborated with a specialist Italian taps and fittings manufacturer called Gugliemi. The range will complement our bathware product portfolio with greater focus on high quality, stylish products for the more sophisticated customer.
Are those taps retailed both in Sri Lanka and Italy?
Yes. The brand is marketed as Rocell by Gugliemi and is Italian in design and manufacture. It is available in the Sri Lankan market and can be purchased from any of our 35 outlets. It is also retailed in Italy but under the Gugliemi brand name.
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