Kamleshbhai Patel & Mukeshbhai Patel Asian Granito India Ltd
Indian Economy & Market|August 2021
Who could have imagined in year 2000 that a small 30-employee venture would shortly eclipse some of the big names in a sector which was already flooded with several companies? Still, deprived of the first moving advantage Asian Granito India Ltd. (AGIL) has come a long way. At present the company has a strength of over 6,000 people including contract labour. With the head count the Company had also achieved 40 times growth in its production capacity to around 1 lakh square meters per day clocking a net consolidated turnover of ₹1292 crore in 2020-21.

AGIL attracted the attention of global market leaders and big users when it was acknowledged in the Vibrant Gujarat Summit 2015 for its phenomenal growth. Today AGIL is ranked amongst the top ceramic tiles companies in India. The company manufactures and markets a wide range of Tiles, Engineered Marble, Quartz, and Bathware. AGIL, besides contributing to sustainable development by its economic activities, is also equally fulfilling its social responsibilities and actively involved in the field of skill development, education, and women empowerment.

Indian Economy & Market decided to present to its readers the fast-paced happening in a sector which certainly is going to be a major beneficiary of central government’s various path-breaking initiatives when the Covid crisis is over. Presented here is a tete-a-tete with two young, dynamic, and enthusiastic entrepreneurs - Kamlesh Patel and his elder brother Mukesh Patel, the brains behind AGIL.

What has been the impact of the pandemic?

The Covid-19 pandemic impacted business and economies across the globe. The ceramic Tiles industry was however an exception and among very few sectors that witnessed positive growth amidst a challenging business environment. Morbi alone, which is a manufacturing hub for ceramic tiles production, registered over 100 new plants in the last two years. Demand and production surged after several restrictions were lifted. Crucial factors which proved advantageous for the industry and Asian Granito were the anti-China sentiments, lesser gas prices, and massive export orders from the US, European, and Middle East markets.

The era of Covid has brought several positives through the adoption of technology and digitization aiming at improving productivity, cost rationalization. AGIL was the first among organized players to resume operations post Covid. Due to the focused management approach, we were able to turn around the operations very fast and the company has adopted a well-defined strategy to handle the current slowdown. We’ve also been able to manage the fixed and semi-variable costs very efficiently.

Another factor why Asian Granito did well was that the company is a dominant brand in the non-metro cities - rural, semi-urban areas which has seen less impact of the lockdown. On the positive side, Post Covid 19, there was a new demand emerging from rural market as migration of labors from urban to rural resulted in need for home repairs and renovation in the rural areas. We observed that budget and economy tiles saw good demand with construction and repair activity taking full pace.

Please briefly let us know the journey so far.

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