RAK Ceramics is known for their wide product selection and ability to produce bespoke ranges for both small and large scale projects. Recently, the firm found success in AI’s Global Excellence Awards 2019 where they were selected as the World Leaders in Ceramics Production – 2019. On the back of this win, we profile the company and caught up with Group CEO, Mr Abdallah Massaad, who provided us with a glimpse into the innerworkings of the successful firm.
Established in Ras Al Khaimah in 1989, RAK Ceramics is now one of the largest ceramics’ brands in the world and has sold over one billion square metres of tiles. In addition to this, the firm is a publicly listed company on the Abu Dhabi Securities Exchange in the United Arab Emirates and on the Dhaka Stock Exchange in Bangladesh and as a group have an annual turnover of approximately US$1 billion.
Today, RAK Ceramics sells its products to over 150 countries around the world. Mr Massaad begins by going into further detail about how the firm’s products are primarily sold through distributors and are typically sold through one distributor per country for their export markets.
“Here at RAK Ceramics, most of our demand comes through from our focus markets of the UAE, India, Bangladesh and Europe. Tiles production is a core business for us, and it continues to be one of our main drivers for future growth.
“Innovation is at the heart of our philosophy and we have continuously led the way in terms of product development, using a wide range of technologies at our state-of-the-art manufacturing plants. It has also enabled us to consistently produce high quality tiles, sanitaryware, tableware and faucets with an impeccable finish. Our quality, combined with our passion and expertise, enables us to provide a wide range of integrated ceramics solutions which allow our customers the freedom to be creative.”
Enabling the firm to provide an award-winning service, is the passionate, hard-working and innovative team which forms the backbone of RAK Ceramics. When discussing the internal culture, Mr Massaad is keen to highlight the significant role the team play in the overall success of the firm.
“Over the last two decades, RAK Ceramics has become a multinational, multicultural and multi-generational organisation. We employ people from more than 40 nationalities at many locations across the globe. The work we do is underpinned by our corporate values. Our values have been identified as agility, trust, respect, innovation, passion, commitment, communication and accountability. Since our inception, our values have helped to establish a common culture, based on not only celebrating our similarities but our differences too.”
Looking ahead to what the future holds, RAK Ceramics will continue to deliver an exceptional service to their clients, especially following their recent success in Acquisition Intl.’s Global Excellence Awards 2019 where they were righteously awarded the accolade World Leaders in Ceramics Production – 2019. Bringing the interview to a close, Mr Massaad signs off by revealing the exciting plans which lie ahead for the firm.
“Overall, our vision is to become the world’s leading ceramics lifestyle solutions provider. As such, we are always looking for opportunities to grow and will continue to seek out new prospects in both our existing and new markets. Saudi Arabia is one of our key markets and this year we are investing in showrooms in Riyadh and Jeddah, establishing a shop-in-shop concept for dealers, implementing marketing campaigns and forming a specification team for the projects segment.
“Moving forward, we also intend to invest in a state-of-the-art production facility. In phase one, this will add approximately 10 million square meters per annum to RAK Ceramics’ total tile production capacity. Ultimately, we are optimistic for further growth in Saudi Arabia due to increasing construction and real estate activity and the attractive cost advantages for manufacturing due to competitive energy costs.”
Company: RAK Ceramics PJSC
Address: PO Box 4714, Ras Al Khaimah, 4714, United Arab Emirates
Telephone: +971 7244 7000
Web Address: www.rakceramics.com
