The Ras Al Khaimah-based public-listed RAK Ceramics was established in 1991 by H.H. Sheikh Saud Bin Saqr Al Qasimi, Ruler of Ras Al Khaimah and H.H. Sheikh Mohammed Bin Saud Al Qasimi, Crown Prince of Ras Al Khaimah. Specializing in high-quality ceramic wall and floor tiles, Gres Porcellanato, and sanitary ware, RAK Ceramics uses more than 8,000 models, with new designs added almost every week to its portfolio. It is an astounding AED 3.34 Billion worth, world’s largest ceramic manufacturer that supplies to over 160 countries with a herculean annual output of 117 million square meters of ceramic and porcelain tiles, 4.5 million pieces of bathware and 20 million pieces of tableware with an aim to remain as world’s leading innovator in ceramic field. They have 10 world-class manufacturing facilities in UAE and 1 each in India, China, Iran, Sudan and Bangladesh with a 7,000 strong workforce in UAE and 14,000 across the world. In the shortest span of less than
Blaze to Brilliance
Located inside a huge complex of 1,500,000 square meters along the highway to Dubai are 10 marvelous factories, raw material warehouses, CNC workstations, emporiums, office complexes, R&D facilities, and silkscreen & photo-printing workshops. These manufactories are outfitted with the longest kilns on the planet. They use the biggest press in the industry – the PH 7200 (tons) to produce Gres Porcellanato slabs of the largest size in the entire market. They are also equipped with other technologically most advanced equipment such as a water jet cutting machines which is used to create various designs & patterns; Rotomatrix color decoration equipment that gives tiles natural perfect prints; and diamond cutting instrument used to produce items like vanity and kitchen tops. RAK Ceramics also has the most modern equipment in the sanitaryware plants like the high-pressure casting mould bench; a robot-spraying machine is used to give each piece a flawlessly even finish. Ingenious & novel approach in production gives them an idiosyncratic edge on all its competitors due to the extensive array of mechanization used to make a very elaborate collection of products apt for predominantly all applications and economies. These latest state-of-the-art workings were conscripted over the years and the best tile designers from Italy and Spain were employed to develop enthralling fresh designs in their laboratories. Financial performance has been healthy for the last two years recording a CAGR of 17% over the last decade. Currently RAK Ceramics has approximately 60% market share in UAE market and expansion programs are ongoing with some more plants under construction.
Faith Factor
RAK Ceramics has been presenting the best quality commodities since foundation and to further establish itself as the paramount in the industry in the psyche of its clientele and the contenders alike, they have embarked on abundant certifications to consolidate the top ranked position occupied by them for years. Their products are certified in accordance with UNI EN ISO 9001 International Standards which is the most complete and global expression for any industrial corporation. They have been a first in a number of sectors and therefore they were the first company in the United Arab Emirates to be awarded ISO 9001 Certification by the internationally recognized UK Accredited Certification Body CICS for ceramics tiles and bathware. They successfully implemented ISO 9001:2008 certification and ISO14001:2004 within all of its processes. Their tiles abide by the American National Standards specifications ANSI A 137.1–1988; the latest ISO 13006:1998 (E) certification & consent from several other worldwide renowned quality approval and testing institutions. Depending on a particular application, Ceramics tiles also meet the CEN (European Committee for Standardization) classification for water absorption on several grounds.
Engagement that Enthralls
The need of every customer across fields is to get Premium products in a broad collection that only RAK Ceramics provides in this industry. To strengthen this status RAK Ceramics has shown amazing character and ability to preempt customer needs and create accordingly to remain aligned with changing market expectations. They have the capability to customize a number of products for different regions based on cultural, social and economic preferences. Moreover, every employee is a potential brand ambassador and so RAK Ceramics has made them reflect the company’s brand image through various employee enhancement programmes. The sales and marketing teams are tech savy so that they can enhance brand perception amongst customers. Due to the completeness of this brand, they have received infinite awards and recognitions. RAK Ceramics was honored with the Best Brand Award and CSR Company Award during the Middle East Business Leaders Summit and Awards, Dubai in 2010 and 2011 correspondingly. The UAE Ministry of Environment and Water (MOEW) awarded them with the Environmental Performance Certificate (EPC) in recognition of its successful efforts to comply with ecological protection standards and policies. RAK Ceramics has been the first company in the Middle-east to produce its first Sustainability Report as per GRI framework which describes about the company’s transparency, corporate governance and CSR initiatives that play a significant role in contributing to the economy, society and environment. They are also the founding member of Emirates Green Building Council, which supports the development of eco-friendly buildings. In 2007, they were given an AA rating and ranked among the top four brands in the UAE by UK-based Brand Finance Middle East; Recognized as Company of the Year in 2004 by the Arabian Business Awards; entrusted the MRM Business Award for Manufacturing, the highest manufacturing award of the UAE; Won Asia’s Best Brand and Best Employer Brand at CMO Asia Awards in 2011 by US-based CMO Council that recognizes excellence in branding and marketing; And got the Best Innovative Company at Asian Quality Leadership Awards 2012 in Dubai.
InnovEdge
First starters in the industry with an appetite to continuously improve the technology, end product and processes have made tremendous progress in the world of innovation like their wonder tile Luminous that glows in the dark, Antimicrobial which is a super specialty tile for the hospitality sector. Innovation and research are embedded into the company to such an extent that the result can be seen through its growth, success and acceptability. They have created several other marvels like the high-valued brand Elegance Ceramics, ecofriendly products using the latest Nanopix digital printing technology, trendy tiles appealing to the urban consumers &, Junior Tiles Collection. This is just the beginning of an empire that will showcase its products like individual cities in the years to come. RAK Ceramics offers a complete solution with its diversification into tile adhesives and grouts in a joint-venture with Laticrete International Inc of USA to form LATICRETE RAK; and a joint venture with German-based Kludi to manufacture a range of taps, faucets and other accessories for sanitaryware products under the brand name KLUDI RAK. All these subsidiaries contribute to RAK Ceramics brand by offering complete valueadded service to clients.
Brand Promise
The ethos that sets them apart from their counterparts is technology, innovation, a never ending creation of concepts, prime quality with sustainable operations. With more than 20 years of expertise, RAK Ceramics has strengthened as not only the bench-marker in the industry but also a peoples company by giving the best value for money. All this has carried them over to being the greatest company and so they plan to implement a lot many projects in the coming years to remain there. Being the world’s largest manufacturer for two consecutive years solidifies this epiphany. The company plans to invest heavily in new technology to continuously offer pioneering products that set the norms of excellence and creates a point of reference for the industry enhancing the brand image; Building a strong brand perception amongst end users as a one stop interior solution
