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Jaipur-based ceramic tableware manufacturer Clay Craft India has recently been in the news for introducing digital printing technology to the ceramic tableware segment for the first time in the country with technical support from Spanish company KeraJet.
Although digital printing using screen printing methods has been around for some time, the process is cumbersome and unsustainable. Agarwal said that with the process mechanized, they will be able to deliver as per demand without having to worry about the minimum order quantity (MOQ) of a specific design and at affordable prices.
Agarwal said that as customization becomes more and more popular among HoReCa customers, these innovations will help them play a greater role as a “value-added supplier” of customized tableware to industry customers.
“This trend, which is very popular in the US and Europe, is quickly catching up in India, especially with the emergence of concept restaurants, cafes and bars across the country,” Agarwal said. Nowadays, people prefer customized tableware with a logo or design that goes with the theme, aesthetic, etc.
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Agarwal said that as a brand with a large network of distributors and dealers across the country, they are well-positioned to “participate as a value-added supplier” to cater to the customized needs of hotel customers in the country. And, since HoReCa is the company’s priority market, he said the company is fairly lenient on minimum order quantities.
“We have the ability to provide customized products within 30 to 40 days of placing an order anywhere in the country,” he said.
While customization is the new trend, Agarwal believes pure white remains the most popular color in HoReCa because it is easy to replenish even small amounts.
Clay Craft India has also launched another innovative product in the tableware segment that combines stoneware and porcelain. “We are the first company to launch such a product in the Indian market,” he said. While stoneware is considered heavy for use as tableware, the company has created a range of products combining stone and porcelain that are lightweight yet offer attractive color combinations.
“Combining stone and porcelain can achieve colors that are not possible in a white body,” says Agarwal. The company recently showcased a range of these iconic products at the AAHAR Expo in Delhi.
Talking about the company’s focus on the HoReCa market, Agarwal said that 40% of their revenue comes from hotel customers, with an average annual growth rate of 20%. He expects this share to grow exponentially in the coming years as the hotel industry steadily expands into the country’s smaller towns.
“We have centralized purchasing contracts with many hotels and restaurant brands,” he said.
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