Khourshed Alam, Director – Sales & Marketing at Akij Ceramics, elaborates on the company’s success and discusses future prospects and challenges in the ceramic industry of Bangladesh.
Since the start of its journey in 2012, Akij Ceramics has been the symbol of quality and competence in Bangladesh’s ceramics market. What have been the company’s greatest strengths?
The brand and business resolution of Akij Ceramics is to keep the ‘Promise of Perfection’ always in mind. We are determined to deliver the best quality product and experience to our customers. Akij Ceramics’ strengths are multi-dimensional. The top management has an unconditional commitment to delivering quality products to its customers. The quality is ensured through state-of-the-art technology and machinery. We develop futuristic, modern and dynamic products as per the market demand, and for people with different tastes and personalities. Our inclusive process has helped us build strong bonds with industry experts and opinion leaders, including architects, interior architects and interior designers. Our products are delivered with customer satisfaction and convenience in mind. We have an effective and strong distribution network of 200 dealers, 5000 retailers and 100+ exclusive showrooms. Our dedication has earned us the No. 1 Ceramic Brand position consistently three times. Akij Ceramics provides the topmost brand value to consumers, selling aspirations to the mass.
How crucial is the role of R&D in delivering the premium quality the company has been known for?
Our R&D department consults with the manufacturers of the machines and suggests the countries of origin for the best sources of raw materials and develops the formula of composition accordingly. The department chooses the perfect materials for the composition. The quality of the raw materials is thoroughly assessed and examined. Our R&D department sets standards and benchmarking directions for our quality assurance department. New products are suggested by the department by assessing the local and international markets. The assessment includes what new sizes, new product technology, and new surface types are worth pursuing. The entire process of R&D is integral to delivering premium quality products that our company has been known for.\
We have an integrated product chain, whereby we have ensured circular economy models by way of re-using and recycling one by-product or waste into another production process. This has increased our throughput.
Bangladeshi consumers have recently been prioritising environmental sustainability when opting for a ceramic brand. How does Akij Ceramics ensure the sustainability of its products?
Indeed, now we have a generation which cares for environment-friendly products which use green technology and environmentally sustainable procedures. In this regard, we have taken several measures in our factory to also contribute to sustainability. We have an integrated product chain, whereby we have ensured circular economy models by way of re-using and recycling one by-product or waste into another production process. This has increased our throughput. Additionally, this has reduced effective raw materials per product unit. The fuel burnt in the generation of electricity has been leveraged by self-managed gas generators which have the highest efficiency of gas per unit production. Furthermore, 30% of the heat generated from gas engines is channelled to our spray dryers resulting in a reduction of 20% in total fuel demand. This utilisation has reduced carbon emissions and the use of fossil fuels. The heat emitted into the atmosphere has also been reduced in the process.
The wastewater is being processed, treated and recycled. This has allowed us to achieve a 95% reduction in the consumption of underground water. Underground water depletion is therefore prevented due to this measure. Akij Ceramics is committed to equipping itself with rainwater harvesting facilities by the end of 2023. This will ensure 100% conservation of water resources. In addition, we have a green plan by way of planting trees. Our target is to plant at least 500 trees with long lifespans between 2022-23. This will improve air quality, and is our little contribution to mitigating global warming.
We also have an ambitious project of installing rooftop solar panels with an expected capacity of 20 MW. We have 3 lakh square meters of rooftop available to install the panels. This has been undertaken to reduce the stress from the increased demand for fossil fuels. We are also emphasising more on locally available raw materials and resources, which not only supports local entrepreneurs but is also a logistically sustainable approach to reducing carbon emissions.
Akij Ceramics is often celebrated as one of the pioneers of high-end ceramics in Bangladesh. What has been the secret of Akij’s astounding success in the category?
Akij Ceramics never settles for a position lower than no. 1 with regards to production, sales, marketing, R&D or distribution. Akij Ceramics equally value both internal and external stakeholders. We believe in the inclusivity of all the stakeholders and people from all phases. Recently, we have developed a product called ‘Brailed Imprinted Tiles’ which is particularly for the visually impaired people to aid them in their daily life activities.
In the tiles market, Akij Ceramics is continuously bringing upgrades in sizes, surfaces, colours and product composition to match different lifestyles and market demands. Akij Ceramics is the best manufacturer and seller of big-size tiles like 60 x 120 cm and 80 x 80 cm. We are also developing products as per the choices of architects and other experts who do advocacy in product preference. We have recently launched the ‘Espacio’ 30 x 60 cm tiles series which can be laid and fitted on both walls and floor, which brings a seamless beauty to households. Apart from that, we have the flagship ‘Double Charge’ tiles series which is ideal for taking high abuses and are preferred for high traffic areas such as restaurants, marketplaces, shopping malls, and airports, to just name a few.
To cater to the increased demand of the market, we are now manufacturing and selling tiles under the roof of two major mother brands: Akij Ceramics and AURA. We have separate distribution channels and dealers to run these two brands. In this manner, we have been able to capture incremental sales from the
