After having achieved a milestone in producing enough ceramic tiles to cover a staggering one billion sq m since production commenced in 1991, RAK Ceramics has reached another milestone in having sold 50 million pieces of bathware globally.

As the world’s largest ceramics manufacturing company, the Ras Al Khaimah-based establishment has become an industry icon for its eclectic range embracing diverse tastes and requirements. From bathware to ceramic tiles, RAK Ceramics continues to go beyond borders and break barriers to become one of the most successful manufacturing companies in the world. It serves over 160 countries and is officially recognised as the world’s largest.

But Abdallah Massaad, its CEO, RAK Ceramics, says that while the achievements have been great, they are just the beginning. “We are not resting on our laurels, instead are continuing to work hard on offering new products and services. Product innovation has always been one of the core strengths of RAK Ceramics and accordingly we shall continue to offer trend-setting and pioneering products to our clients in 2013.

“We are looking at tapping new market segments – entering territories where traditionally tiles are not sold, offering tiles as alternatives to natural stone, marble, granite, natural wood, cement and wallpaper among other things. Further, this year we shall be strengthening our retail presence by opening multiple showrooms across the regions.”

Most bathware production comes from Ras Al Khaimah facilities

Massaad said initial investment in the best technology and designs has allowed RAK Ceramics to produce a vast portfolio of quality bathware and its acceptance in different parts of the world had enhanced the brand image. “Our partners, clients and employees have played an equal role in contributing to the achievement of the latest milestone in RAK Ceramics’ illustrious history,” he declared.

“Having sold over 50 million pieces of bathware globally is a benchmark but we will continue to work harder with the same zeal to ensure we surpass the expectations of our clients worldwide in the near future as we widen our network and extend our reach.”

RAK Ceramics is famous for collections engineered in collaboration with international designers and made with the most advanced technology; this comes coupled with excellent customer service and a brand that is recognised around the globe. Said a spokesman: “To better visualise RAK Ceramic’s reach in bathware consider this: a day’s production can meet all the sanitary requirements of Burj Khalifa and 500 pieces of bathware are produced globally every hour.”

Astonishingly, 80 per cent of global production comes from Ras Al Khaimah’s plants, which makes up to 40 per cent of the overall sales to Europe. “Demand is such because RAK Ceramics’ bathware range is notable for its high-quality materials and its use of the latest and most sophisticated processes in manufacturing to produce the most diversified portfolio of products that exceed international standards of excellence. End products are perfect for both modern and traditional homes, commercial locations and landmark destinations and each is guaranteed to uphold RAK Ceramic’s reputation as the best in the market,” says the spokesman.

The most popular product lines include the Opulance, Compact-rimless, Venice, Liwa, Rondo, Infinity, Metropolitan and the Series 600 ranges. These make up a favourite few with collections to fit even niche markets. There are solutions that range from more opulent to more budget-friendly and more commercial to perfect for the home.

“Whatever the product, each is made with a complex mixture of materials that culminates in highly hygienic, fire-proof, stain-proof, rust-proof and non-fading material resistant to acids and alkalis. There is an emphasis on uniformity and attention to detail,” the spokesman highlights.

GREEN FOCUS
Beyond making an exceptional product, RAK Ceramics strives to make it green. As a founding member of the Emirates Green Building Council, it has worked towards presenting a complete selection of environment-friendly bathware.  This consistently shows RAK Ceramics’ dedication to enhancing its surroundings whether through the aesthetics and strength of its offerings or the adherence to environmental issues.

With that in mind the company launched bathware with a four-liter full flush water against the traditional six-liter. That equals a reduction of 33 per cent in water consumption. The company’s bathware suites are officially rated with four stars by WELS (Water Efficiency Libelling and Standards) Australia, which is a scheme that registers and labels products with water efficiency in accordance to set standards. RAK Ceramics also secured Nata (National Association of Testing Authorities) accreditation from Australia that certifies RAK Ceramics’ Bathware Testing Laboratory is in compliance with Nata requirements.

That’s not all. Every step of the production procedure before fire is recyclable. RAK Ceramics operates several units of Effluent Treatment Plants (ETP) to recycle and reuse wastewater generated from factories and domestic sources.  The company also adopts several programmes to minimise the disposal of waste material into the environment with waste segregation schemes and recycling programmes. The company has been involved in various major sanitaryware projects due to its level of expertise, range of solutions and eco-friendly options.

“RAK Ceramics is considered a trendsetter for a reason. Whether it is in the range of products, ways of production or environment-friendly initiatives it finds ways to stand above rival producers and ultimately become creators of a new generation of bathware solutions,” said Massaad.