Q. Throw some light on the initial days of CERA?
A. CERA was an innovator from the beginning. It used German made kilns and natural gas for firing – giving the products an extra sheen. Coupled with innovative designs, CERA was an instant hit among consumers, trade, developers and others. We rapidly increased the production capacity – from the initial three lakh pieces to almost three million pieces today.
We also ensured that this category metamorphosed from a commodity to brand. A campaign, Your Bathroom is a Room too…, by CERA in the 1980s was an epoch-making event that is even remembered today.
Q. Brand CERA’s sheer strength can be credited to its constant pursuit to evolve and adjust to its stakeholders sanitaryware needs. How do you define this?
A. Initially CERA was just sanitaryware. In fact, when CERA was launched in 1980, there were five to six manufacturers who started this business. However today, except CERA other brands are almost non-existent. This shows the power of our brand.
We too felt that the there is a lot more than brand CERA can deliver to its stakeholders. Therefore, gradually, we diversified into other bathroom categories such as:
1 Wellness (which includes shower enclosures, steam cubicles, whirlpools and many others) 2 Faucets (complete range with high-end single lever to regular quarter turn) 3 The latest from the CERA stable is tiles. We are launching complete range of tiles, which include the latest range of HD digital wall tiles and digital glazed vitrified tiles.
Q. What is the USP of your brand?
A. The ethos on which CERA was built, viz. value for money, is apt for Indian consumer psyche. CERA has always lived up to this so far and will continue to do so in future as well.
Coupled with this is – international quality and unmatched service levels
Q. Some of CERA’s innovations in the past have become benchmarks for the industry. Tell us about it in detail?
A. The important innovation done by CERA was a twin-flush. Long before the green became a fad, CERA launched twin-flush system, saving millions of litres of water for each household. Later, everyone followed it and now it has become an industry standard.
Q. Tell us about your company’s R&D team?
A. Our R&D department is approved by the Government of India. It does a lot of developmental research on body, glaze, designs, colours, etc.
A few years ago, with the efforts of our R&D in tandem with consumer and marketing insight, developed and launched snow white colour, which received product of the year award in 2011 for innovation.
Q. How does it feel to run a company that is one of the fastest growing in India?
A. While running an industry which contributes to providing basic sanitation facilities (the published data available says even after 65 years of attaining independence, 40 per cent of Indian population do not have sanitation), it gives me a satisfaction of fulfilling a corporate social responsibility.
Q. Describe your communication and marketing strategy? Also, what are the best mediums to advertise according to you?
A. We have been quite strong in our advertising communications from the beginning – which has been one of the main reasons for CERA to be a successful brand, apart from the product quality, service level and distribution strength.
We have been using celebrities to endorse the brand and have been utilising popular television channels and programmes, in addition to print media.
We were in collaboration with the famous serial Ramayana during the Doordarshan heydays to promote our brand. In 2003, we made bollywood actress Dia Mirza our brand ambassador. Hence, we use the media-mix according to the changing times.
Q. In today’s day and age, innovative products and services can only set a brand apart from others. Describe your marketing plan when it comes to engagement with the new-generation customer base?
A. We are now using the digital media effectively. This is apart from conventional media like television and print. We have even offered the consumers an option to buy the products on-line.
Q. Discuss your brand ethos.
A. CERA stands for value for money. Everything else is just marketing frills. Hence, even during the worst of economic downturn in 2008, CERA maintained its growth percentage.
Q. Focusing on the wide spectrum of designing insights and fashion-conscious customers, can you please describe for us your company profile.
A. CERA has been well-established in mid-premium segment. We have products in high-premium and luxury segments. Thus, CERA’s profile is premium to luxury manufacturer.
Q. Going forward in the next phase, where do you see your brand in the coming years?
A. Our vision is to exceed INR1000 crore mark in the next three years and make CERA a strong home solutions provider.
Q. Do you think the recent decision of the Government of India to invite FDI will steer the stiff competition in the segment? What impact will it have on your business?
A. We believe that inviting FDI in multi-brand retail will enhance the healthy competition that is required and it will benefit the customers most.
We are optimistic that with this decision, our business will grow as the demand in the real estate will also surge. In fact, it will improve our market share.
