Sonata Tiles and Ceramics Pvt Ltd: Production Nitty Gritties and Challenges

Abstract

“we are currently not facing any major challenge in the business but since we are in a kind of business where intense competition is bound to remain because Morbi (Gujarat) is heart of tiles and ceramics business in India it’s a big cluster of units here, thus incumbents are in huge numberâ€- Mr. Patel (Promoter of Sonata Tiles and Ceramics Pvt Ltd). Sonata Tiles is a leading tiles manufacturer in Himmat Nagar city of Gujarat state. It produces various types of tiles i.e. digital printing tiles, vitrified tiles, non-vitrified tiles etc. this organization has a staff strength of around 2000 employees including production workers, it is an ISO 9001-2008 certified company with export business in the countries like south Africa, Australia and Dubai. Sonata is the parent brand and other brands of tiles from the same organization are sungress and Kingston. This case has been prepared after a visit to the production plant of sonata with the help of detailed interaction with the promoters of the brand. In this case the production process of various tiles has been elaborated based on live experience and a brief overview of Indian and Gujarat (Morbi) tiles business has been presented to assist the decision making. The intention of preparing this case was to have a practical understanding of certain management concepts like Production management, Human resource management, Waste management, Brand promotion etc.

Keywords: Ceramics and tiles Business in India, Competition, Production management, Morbi tiles cluster.