Abhishek Somany on Steering Somany Ceramics into the Future

• Tell us a bit about your entrepreneurial / professional journey.

I come from a family with deep roots in the ceramics industry, a legacy proudly established by my grandfather, the Late Shri H.L. Somany Ji. As a third-generation entrepreneur, I have been an integral part of Somany Ceramics for over two decades. My professional journey began with rigorous foundational training at Pilkington Tiles in the UK and Kanoria Chemicals, where I gained invaluable hands-on experience in both manufacturing and business operations.

Being part of a promoter family did not come with shortcuts; I was never treated with undue privilege. Instead, I embraced the challenges and learned the intricacies of the business the hard way. Today, I take great pride in the fact that Somany Ceramics stands among the top 15 global tile manufacturers, is one of India's leading ceramic brands, and exports to more than 80 countries worldwide.

• When did SOMANY Ceramics start? How many brands are under the company’s umbrella?

Founded in 1968 by Late Shri H.L. Somany Ji, Somany Ceramics has grown into a global leader in the tile and bathware industry. The company offers a diverse range of products, including Somany Tiles, covering ceramic, vitrified, polished vitrified (Vitro), and glazed vitrified (Duragres) categories. Its portfolio also includes Somany Bathware, premium large-format Coverstone slabs, and the luxury Italmarmi collection. Additionally, specialized surface solutions like Slip Shield, VC Shield, Temp Shield, and the Colorato series cater to evolving consumer needs.

• When did you come on board? How has the experience been so far?

I joined Somany Ceramics in 1995, during India’s transition from the License Raj to a liberalized economy, and grew through roles in sales, marketing, corporate finance, and product development before becoming Managing Director & CEO. Over the past three decades, navigating India’s growth story has been an exciting journey of innovation, global expansion, and market leadership. From pioneering VC Shield technology to strengthening our international presence, my focus has always been on sustainable growth, technological excellence, and staying ahead of industry trends.

• What is your management mantra?

My management philosophy is anchored in innovation, collaboration, and a forward-looking vision. By continuously pushing the boundaries of innovation, we aim to lead rather than follow. I strongly believe that a cohesive and empowered organizational culture not only drives performance but also nurtures lasting teamwork. At the core of our strategy is a deep understanding of customer needs, enabling us to deliver high-quality, value-driven solutions.

In today’s dynamic and ever-evolving market, agility and adaptability are not just advantages—they are necessities. They empower us to navigate change proactively and remain ahead of the curve. Above all, I believe that business should serve a greater purpose: achieving sustainable and ethical growth that secures long-term success while contributing positively to the industry, society, and the environment.

• What are SOMANY’s expansion plans for FY26?

In the past 24 months, Somany Ceramics has undertaken its largest expansion in capacity, investing approximately ₹500 crores. With a strong focus on Tier II and III cities, we are expanding our retail footprint, strengthening exports, and entering new international markets while maintaining VOC-free, eco-friendly practices. Our extensive distribution network includes over 12,000 retail points, 500+ exclusive showrooms, and exports to 80+ countries. As we scale production and introduce new product lines, we remain open to exploring new opportunities for growth and innovation.

• Where do you see the brand 5 years from now?

Over the next five years, Somany Ceramics will strengthen its leadership in the domestic market and expand its global presence, aiming to rank among the world’s top 10 ceramic manufacturers. With a customer-centric approach, we will drive growth through design-led innovations, smart surface technologies, and value-added products while expanding in Tier II and III cities and increasing exports. By leveraging technology to enhance production efficiency and customer engagement, we aim at reinforcing our premium positioning and boost both topline and bottom-line performance.

• How has the décor solutions and Bathware market evolved over the last 5 years?

The market is shifting towards premium, technology-driven products as consumers seek sustainable, aesthetically appealing, and functionally advanced décor solutions. Rapidly evolving trends are shaping the industry through product differentiation, bespoke designs, and innovations like smart tiles, antibacterial coatings, high-durability surfaces, water-efficient Bathware.

• How will it evolve in the next 5 years?

The tile industry is poised for significant transformation over the next five years, driven by the convergence of smart home integration, sustainability imperatives, and the growing demand for design personalization. As digital technologies continue to advance, the sector will see increased adoption of AI, robotics, IoT, and automation, not only in manufacturing but also in customer engagement and distribution channels.

Energy-efficient, low-emission production methods are gaining traction, reflecting the industry's commitment to reducing its carbon footprint. Simultaneously, eco-friendly materials, including recycled content and VOC-free surface treatments, are becoming central to product development, aligning with global green building standards like LEED and BREEAM.

Digital integration will also redefine the customer journey. From virtual room planners and AR-based tile visualizers to AI-powered recommendation engines, consumers will increasingly expect seamless, personalized buying experiences. As smart homes become more mainstream, tiles will evolve from being static surfaces to functional design elements—incorporating temperature control, sensor technology, and even light modulation.

In essence, the tile industry is shifting from traditional craftsmanship to a tech-enabled, experience-driven model—where innovation, sustainability, and personalization will shape the next wave of growth.

• How have you integrated technology for the brand’s growth and expansion?

At Somany Ceramics, innovation has always been at the core of our journey. We have built an ecosystem where customer feedback translates into cutting-edge solutions like our patented VC Shield, Slip Shield, and Temp Shield technologies. Surfaces are now a key consideration in buying decisions, and with the adoption of Italy’s Continua+ technology, our R&D team has pushed the boundaries with innovations with industry pioneering surfaces like Technical Porcelain, Quilltouch, and Tuffex. We are also advancing sensor-based, water-efficient sanitary solutions in bathware. We will continue to focus on digital innovation, automated manufacturing, and smart surface technologies.

• How do you plan to cater to the growing markets of Tier II and Tier III cities?

Currently, 40% of our business comes from Tier 2 to Tier 4 towns, and we are strategically working to increase this to 60% in the coming years. Our focus is on deepening market penetration, increasing counter share, and bridging geographic gaps through innovative distribution models and targeted expansion.

A key driver of this growth is the expansion of our franchised showroom network, which today stands at 500. We aim to add 100 new showrooms annually, strengthening our presence in high-potential, underserved markets. Our product strategy is centered on delivering cost-effective, yet premium offerings tailored specifically for emerging markets—ensuring that design, durability, and value remain at the core of our customer promise.

This ambitious expansion is supported by our robust manufacturing backbone—comprising 11 tile production units and 2 bathware facilities across India—which enables us to maintain agility, scale, and quality control.

• Three key trends in the décor solutions and Bathware industry right now?

The décor solutions and bathware industry is evolving with innovative surfaces, changing color dynamics, and sustainability. Finishes now range from ultra-matte to high-gloss with advanced textures enhancing functionality. Digital printing enables hyper-realistic designs and endless customization, blurring natural and engineered aesthetics. Sustainability is key, with water-saving bathware, energy-efficient materials, and recyclable products leading the shift. Innovations like low-water flush systems and eco-friendly ceramics are shaping a responsible, future-ready design landscape.

• How important has been the business model of franchising in the industry? How do you envisage it in the future?

Franchising has been a pivotal growth driver for Somany Ceramics, enabling rapid expansion while leveraging local market expertise. In India, it has played a crucial role in market penetration, bringing the brand closer to customers and driving real revenue. Since launching our franchise model eight years ago, we have grown to 500 showrooms across formats, each averaging 2,500 sq. ft. This ‘touch-and-feel’ experience remains vital, complemented by digital engagement. With a strong market potential, financial viability, and a win-win model, we continue to open nearly 100 franchise stores annually, offering profitable opportunities for our partners.

• How does Somany support its franchisees?

Somany Ceramics provides end-to-end support to its franchisees, ensuring seamless operations and sustained growth. From national and localized marketing campaigns to extensive training programs, we equip franchise partners with the expertise needed to succeed. Our assistance extends to store setup, creating premium in-store experiences that align with brand standards, while our robust logistics and supply chain management guarantee smooth inventory flow, enabling uninterrupted business operations.

• How does the brand choose its franchisees?

Franchise partners are carefully selected based on market potential, business acumen, and financial strength to ensure long-term success. We look for individuals with retail experience, a commitment to customer service, and a shared vision for quality and excellence. This strategic approach ensures strong brand representation and a mutually beneficial partnership.