By IANSlife

December 01, 2023 (IANSlife) In the wake of the changing retail landscape, with a demand for eco-friendly and sustainable products, and dominance of the e-commerce and online space many lifestyle brands have had to innovate and rethink their merchandise and modes of manufacturing. Home grown brand Clay Craft, a dominating name in the ceramic tableware industry is making inroads internationally and at home with their commitment to responsible sourcing in response to the growing demand for environmentally conscious products in the market.

 

IANSlife speaks to  Bharat Agarwal, Director, Clay Craft to get an insight into the industry and the companies new modus operandi. 

Read Excerpts:

With the growing demand for eco-friendly products, how is Clay Craft incorporating sustainability in its manufacturing and product offerings?

BA: We prioritize sustainability in manufacturing processes as well as product offerings at Clay Craft. A very crucial step that we have taken towards reducing our environmental impact is the incorporation of solar energy as the primary source of power at both our manufacturing facilities in Manda and Vishwakarma Industrial Area. This not only minimizes our carbon footprint but also underscores our dedication to clean and renewable energy sources.

In terms of raw materials, we use Kaolin as a key component in our products. Kaolin is a type of white clay and is abundantly available in nature making it a sustainable raw material. By utilizing this resource, we ensure that our production processes are not only environmentally friendly but also aligned with our commitment to responsible sourcing in response to the growing demand for environmentally conscious products in the market.

We are dedicated to exploring and implementing innovative approaches to further enhance our sustainability initiatives. Through the integration of eco-friendly practices, we aim to contribute to a greener future while continuing to provide high-quality ceramic tableware to our customers.

 

What strategies has Clay Craft adopted to strengthen its presence in both domestic and international markets?

BA: We have devised a multifaceted strategy to strengthen our footprint in both domestic and foreign markets. Our dedication to excellence and innovation has enabled us to grow into India's largest ceramic tableware firm.

Domestically, Clay Craft operates as an Omni-channel brand, leveraging diverse distribution channels including General Trade, Modern Retail, Online Retail, and catering to specialized sectors such as Hotels & Restaurants and Corporates. Recognizing the unique demands of each channel, we have established dedicated and specialized teams, ensuring a targeted and efficient approach to meet the diverse needs of our customers.

On the international front, our export vertical operates with a different team and strategy to cater to the foreign needs. Here, we conduct our research to understand the specific nuances and preferences of each market. This tailored approach enables us to efficiently cater to the diverse demands of international consumers, thereby enhancing our global footprint.

 

Could you elaborate on any recent collaborations or partnerships that Clay Craft has undertaken to enhance its product range or market reach?

BA: We are expanding our market reach and enhancing our product range through strategic collaborations; one recent significant partnership attests to this. We have collaborated with ITC Choupal Sagar, where we have successfully launched Clay Craft's merchandise in 25 Choupal Stores.

ITC Choupal Sagar plays a pivotal role in catering to the rural markets of India with its unique business concept of a value hypermarket. This collaboration has proven to be a mutually beneficial endeavor, allowing Clay Craft to extend its presence to the earlier untapped rural areas. The Choupal Stores act as an excellent platform for us to showcase our high-quality ceramic tableware to a wider audience, providing them with access to premium products that enhance their dining experiences.

 

In the wake of the changing retail landscape, how is Clay Craft adapting its distribution channels, especially in the online space?

BA: To stay aligned with the evolving retail landscape, Clay Craft is strategically adapting its distribution channels, particularly in the online space, while preserving its core strength in general trade. Our extensive network of 110+ distributors spanning from Kashmir to Kanyakumari, ensures a robust presence at over 12,000 retail counters nationwide.

Recognizing the significance of modern and online retail, we have tactically positioned Clay Craft as a powerful brand in these channels. We have seamlessly integrated our online presence without causing disruptions to our well-established general trade distribution. By doing so, we aim to cater to the changing consumer preferences and capitalize on the growing trend of online shopping.

Our strategy entails careful management to ensure a harmonious coexistence of conventional and modern distribution channels. Our online platform serves as an extension of the brand, giving customers easy access to our luxury ceramic tableware. Through this dual-channel strategy, we aspire to address the needs of a diversified consumer base while maintaining the integrity of our established distribution network.

 

As a market leader, what vision does Clay Craft have for the future?

BA: Our vision is to become the world’s most preferred tableware brand. We aim to transcend geographical boundaries and go beyond cultural differences, establishing Clay Craft as a global leader in the ceramic tableware industry. Quality craftsmanship, exquisite designs, and sustainable practices will be the driving forces behind achieving this vision.

The vision extends beyond product excellence; we envision creating memorable dining experiences for our customers and developing an emotional connection with the brand. In the coming years, we plan to leverage the ever-evolving technology to enhance our production processes, ensuring that each piece reflects the precision and artistry that defines Clay Craft.

 

Given the competitive nature of the industry, how does Clay Craft ensure quality and customer satisfaction in its products?

BA: In the extremely competitive ceramic dinnerware market, maintaining quality and customer happiness is our primary focus at Clay Craft. We have built a comprehensive Quality Control system through inspections and internal audits at every stage of production, straight from the unloading of raw materials to the final production of finished pieces. This meticulous approach ensures that each product meets our rigorous standards before reaching out to our customers.

Acknowledging the fragile nature of the products, we have invested in developing shock-proof packaging solutions. This strategic initiative minimizes the risk of damage during transit, safeguarding our products and, in turn, upholding the trust our customers place in the Clay Craft brand.

These initiatives collectively contribute to our success in the market, distinguishing Clay Craft as India's premier ceramic tableware company, known for its unwavering dedication to quality and customer delight.

 

How has the market reacted to the festive season?

BA: The market has exhibited a remarkably positive response during this festive season. The festive season has traditionally been a time when customers seek to celebrate and express their goodwill through the exchange of gifts.

We are optimistic about the continued growth of our brand in sync with the evolving preferences and festive traditions of our beloved customers.

 

How are you preparing for the year ahead?

BA: For us, the preparations for the next season start right after the current season ends, and is a meticulously planned and continuous process. Research and Development form the cornerstone of our approach, we actively engage in monitoring market trends by participating in both international and national exhibitions. This proactive stance allows us to identify emerging patterns and preferences, ensuring that our products remain contemporary and in demand.

Our dedicated product development team, comprising surface pattern designers, master molders, and packaging designers, collaborates closely with our marketing team. Together, they work on conceptual ideas and bring them to life.

 

 

 

 

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