A Legacy Crafted in Ceramic, Built on Innovation

For more than five decades, SOMANY Ceramics has emerged as one of India's leading building materials and home décor brands, driven by a strong focus on innovation, quality, and design excellence. Backed by an extensive retail, dealer, and exclusive showroom network, the company has continually adapted to evolving consumer preferences while reinforcing its leadership in the ceramics industry.

In this exclusive interaction, Abhishek Somany, Managing Director & CEO, SOMANY Ceramics, shares insights into the company's entrepreneurial journey, key growth milestones, franchise and channel expansion strategy, retail evolution, innovation-driven initiatives, and his vision for the future of India's building materials and home décor sector.

Could you trace Somany Ceramics' 1971 inception and the core values driving its growth journey today?

The SOMANY journey began in 1971 with the vision of our founder, Late Shri Hiralall Somany Ji, to build an Indian brand synonymous with quality, innovation and trust. At a time when the organised ceramics industry was still evolving, the focus was on delivering world class products that combined durability, aesthetics and reliability.

Over the last five decades, while our business has expanded significantly, our values have remained unchanged. Integrity, customer centricity, innovation and long term relationships continue to define the way we operate. Today, as SOMANY evolves from a tile manufacturer into a complete solutions provider for modern spaces, these values continue to guide our growth, supported by design excellence, sustainable manufacturing and continuous innovation.

Over more than five decades, Somany has transformed into a global brand present in 82 countries. What have been the key milestones that have defined this remarkable evolution?

SOMANY's journey has been defined by a series of strategic transformations that have continually strengthened our leadership in the building materials industry. From pioneering manufacturing excellence and introducing globally benchmarked technologies in ceramic and vitrified tiles to building one of India's largest retail and distribution networks, each phase of our evolution has been guided by innovation and customer centricity.

Over the years, we have successfully expanded beyond tiles into a comprehensive portfolio encompassing bathware, sanitaryware, faucets and wellness solutions, while our entry into construction chemicals and building solutions has further strengthened our position as an integrated solutions provider for modern living spaces. Equally significant has been our continued investment in premiumisation through large format surfaces, advanced finishes and design led innovations, alongside the development of experience led retail formats and digital customer engagement platforms.

Today, with a presence across 82 countries, 500+ exclusive retail outlets, an extensive pan India distribution network, and a refreshed corporate identity that reflects our evolution beyond products to complete lifestyle and building solutions, SOMANY stands as a globally recognised Indian brand that continues to set benchmarks in quality, design, innovation and sustainable growth.

How has Somany adapted its business model to evolving home décor and building materials trends while maintaining market leadership?

The home and building materials industry has evolved from being product centric to solution driven, where consumers increasingly seek integrated design, superior performance and seamless buying experiences rather than individual products.

At SOMANY, we have proactively transformed our business to stay ahead of this shift by evolving from a leading tile manufacturer into a comprehensive provider of premium surfaces, bathware and building solutions. This transformation has been driven by continuous investments in design innovation, advanced manufacturing technologies, premium product categories including large format slabs and specialised surface technologies, and a diversified portfolio that caters to both residential and commercial spaces.

At the same time, we have strengthened our omnichannel retail ecosystem through experience led formats such as SOMANY Atelier, Grande, Exclusives and Studio, enhanced digital engagement with tools like the Tile Visualiser, and deepened collaborations with architects, designers and institutional customers to drive specification led demand.

Please share Somany's retail footprint, dealer and franchise network, and their contribution to overall business growth?

Our channel network is one of our biggest strengths. Today, SOMANY reaches customers through more than 12,000 retail touchpoints, over 15,000 dealers and sub dealers and 500+ exclusive showrooms across formats such as SOMANY Grande, Studio, Bath Studio, Duragres Emporio and Coverstone Atelier. These partners are an extension of our brand, helping customers experience our products and enabling specification led sales.

What role do franchises play in Somany's expansion, how many partners exist, and what entrepreneurs are you seeking?

Franchising is a strategic pillar of SOMANY's retail expansion, enabling us to scale through a diverse portfolio of experience led retail formats, including SOMANY Atelier, SOMANY Grande, SOMANY Exclusives and SOMANY Studio, along with specialised concepts such as Bathroom Studios and Duragres Lounges, each designed to address distinct customer needs and market opportunities.

With over 500 exclusive retail outlets, supported by one of India's largest dealer and distribution networks, we continue to strengthen our presence across high growth urban centres as well as emerging Tier II and Tier III markets. We seek entrepreneurial partners with strong business acumen, local market expertise and a customer first mindset, who share our long term vision of building a premium retail experience. Beyond a proven business model, SOMANY provides comprehensive support through contemporary store concepts, category leading product innovations, marketing initiatives, digital tools, training and robust supply chain capabilities, enabling our franchise partners to build profitable, sustainable businesses while delivering a consistent and differentiated brand experience.

What investment is required for a Somany franchise, and what support is offered in design, training, marketing, and business?

The investment required varies depending on the retail format, showroom size, location and product categories being showcased, and is evaluated on a case by case basis to ensure long term business viability.

More importantly, we view our franchise partners as long term business associates and provide end to end support throughout their journey from market assessment and site selection to showroom planning, visual merchandising and launch assistance.

Partners also benefit from comprehensive product and technical training, marketing and brand activation initiatives, digital enablement, sales support, supply chain integration and continuous business development guidance. Our objective is to create a strong foundation that enables every partner to deliver an exceptional customer experience while building a sustainable and profitable business.

India's ceramics and sanitaryware market has become increasingly competitive with the entry of several domestic and international players. How does Somany differentiate itself, and what would you identify as the brand's strongest competitive advantages?

The Indian ceramics and bathware industry has become far more sophisticated, with competition extending well beyond pricing to encompass design, innovation, technology, sustainability and customer experience.

At SOMANY, our differentiation lies in our ability to deliver value across this entire spectrum. Backed by nearly six decades of trust, we have evolved into a comprehensive home and building solutions brand with an integrated portfolio spanning premium ceramic surfaces, large format slabs, bathware, sanitaryware, faucets and building solutions. Our continued investments in advanced manufacturing, proprietary technologies such as VC Shield, Slip Shield and Temp Shield, premium surface innovations, and design led collections enable us to consistently anticipate evolving consumer preferences.

Equally important is our extensive pan India retail and distribution network, experience led retail formats, deep engagement with architects, designers, developers and institutional customers, and an unwavering commitment to quality, sustainability and customer service. It is this combination of innovation, manufacturing excellence, design leadership, channel strength and enduring brand trust that enables SOMANY to remain differentiated in an increasingly competitive marketplace while continuing to create long term value for customers and stakeholders alike.

Innovation has always been associated with Somany. How are changing consumer preferences, technology, sustainability, and design trends influencing your product development and retail strategy?

Innovation has always been at the core of SOMANY's growth journey. As consumer aspirations evolve, we are witnessing a strong shift towards larger spaces, seamless aesthetics, tactile finishes, sustainable materials, and technology enabled buying experiences. Our innovation strategy is built around these changing preferences.

We continue to expand our portfolio with premium large format slabs, innovative size formats such as Italmarmi and Moroccan collections, and distinctive surface technologies including Velvet Finish, Quilltouch, Carving, Impressions, and advanced glaze technologies that deliver richer textures, greater depth, and enhanced durability. These innovations allow homeowners, architects, and designers to create spaces that are both visually striking and highly functional.

At the same time, sustainability remains integral to our product development through resource efficient manufacturing processes and environmentally responsible practices. On the retail front, we are enhancing customer engagement through immersive showroom experiences, digital visualization tools, and omnichannel touchpoints that simplify product discovery and decision making. Together, these initiatives ensure that SOMANY continues to offer solutions that seamlessly combine design excellence, superior performance, and sustainable innovation.

What are Somany's expansion priorities over the next three to five years? Are you focusing on strengthening your presence in Tier II and Tier III markets, increasing exclusive stores, expanding exports, or pursuing other growth avenues?

Over the next three to five years, our strategic priorities will be centred on delivering sustainable, profitable growth through premiumisation, innovation and operational excellence. We see significant opportunities to strengthen our leadership in premium surfaces, large format slabs and design led solutions, while deepening our presence across emerging growth markets where rising urbanisation, infrastructure development and evolving consumer aspirations continue to accelerate demand for organised brands. We will continue to expand our experience led retail ecosystem, enhance our Omni channel and digital capabilities, and strengthen engagement with architects, designers, developers and institutional customers to drive specification led demand.

Alongside growth, we remain equally focused on enhancing manufacturing efficiency, supply chain agility, product mix, sustainability and disciplined capital allocation to create long term value. We also see considerable opportunities to further strengthen our international business by leveraging India's growing reputation as a global manufacturing hub and SOMANY's design, quality and innovation credentials. Ultimately, our ambition is to evolve beyond being a product leader to becoming the preferred end to end home and building solutions partner, delivering differentiated experiences for customers while creating enduring value for all our stakeholders.

What is Somany Ceramics' long-term vision for shaping India's building materials and home décor industry while sustaining trust and innovation?

Our vision extends beyond becoming a larger company it is about building an enduring institution that sets new benchmarks for innovation, design, quality and responsible growth in the global building materials industry.

As India enters a transformative phase of urbanisation and infrastructure development, we believe building materials will play an increasingly important role in shaping healthier, more sustainable and more inspiring living environments.

At SOMANY, we want to be at the forefront of that transformation by continually redefining how people experience spaces through thoughtful design, advanced technologies and solutions that seamlessly combine aesthetics with functionality. Equally important is our commitment to creating lasting value for every stakeholder our customers, partners, employees, investors and communities through ethical governance, continuous innovation and a culture of excellence.

Our legacy has been built on trust over decades, and our ambition is to ensure that future generations recognise SOMANY not only as a market leader, but as a brand that helped shape the future of modern living.