RAK Ceramics, already priding itself as one of the world's top five makers of ceramic and "gres porcellanato" tiles and sanitaryware, has plans to expand production to gain a greater share of the world market.

The company, after several years of impressive additions to production, opened in 2000 the MC5, a technologically advanced plant dedicated to making gres porcellanato tiles. Also that year, its second sanitaryware plant was inaugurated. Another milestone in the millennium year was the setting up of operations in Bangladesh, which are contributing to sales growth.

Currently, RAK Ceramics has six tile plants with a daily production of 100,000 sq m of ceramic and porcelain tiles and two sophisticated sanitaryware factories with a daily output of 5,000 pieces.

"As a result of continuous expansions, RAK Ceramics has transformed itself into an important player in the ceramic field," notes the company's general manager, Dr Khater Massaad. Sales in 2000 were $165 million, a 30 per cent surge over 1999.

One of the company's main markets is the UAE with a requirement of about 10 million sq m of tiles and about 1 million pieces of sanitary ware. According to Massaad, the company is covering 80 per cent of the home market.

Other important markets are in the other GCC states, Europe, Australia, the Far East, America and Africa. About half of the sales volume goes to these main destinations. "Presently, the company exports to more than 120 countries worldwide, which is testimony to its excellent reputation in the ceramic industry," observed Massaad.

He said the company expected to develop its GCC sales network and gain a greater market share there. "Better trading conditions, tariffs and more incentives expected from the UAE and GCC governments will make RAK Ceramics more competitive against imports from outside the region," he said.

"The company also looks forward to the implementation of World Trade Organisation agreements set to take effect in the coming years and it believes that this will open up more doors for business."

RAK Ceramics is zealously guarding its reputation as one of the world's top five producers of ceramic and porcelain tiles and sanitary ware through extensive training of its staff and is proud of the expertise of its top management and corporate officers. The company has a staff of more than 2000.

The company started production in 1991 with only one line from Sacmi, Italy, producing 5,000 sq m of tiles daily. Then, in 1993, it diversified to sanitaryware production with a daily output of 3,000 pieces. This paved the way for further expansion including the addition of MC5, dedicated to the production of gres porcellanato, and the setting up of the second sanitaryware factory equipped with high-tech equipment.

The MC5 is unprecedented in that it is equipped with the longest kilns and the biggest press (PH 7200) in the world. The unit is capable of producing gres porcellanato slabs of large formats, going up to 120 x 180 cm. It is also equipped with other state-of-the-art equipment such as a water jet cutting machine used to creating various design patterns, rotomatrix colour decoration machines that give tiles natural and perfect prints and a diamond cutting machine used in the production of special items such as vanity and kitchen tops.

RAK ceramics also has the latest machinery housed in other plants such as a high-pressure casting mould bench, which is being used in its ultra-modern sanitaryware plant and a robot-spraying machine used for giving each piece of sanitaryware a perfectly even finish.

The company has 18 production lines, 14 kilns and 16 large presses. Another 3 kilns and two presses are being used extensively for the production of special items such as listellos and skirting. A fleet of 18 large trucks of its own ensures that products are delivered on time.

"Given this entire infrastructure to back up production, it is no surprise that RAK Ceramics has become the undisputed source for hundreds of companies for the most innovative designs," noted Massaad.

RAK Ceramics' huge complex of 1 million sq m, situated in the emirate of Ras Al Khaimah on the highway to Dubai, comprises eight factories, raw materials warehouses, a showroom, office buildings, research and development laboratories and a silkscreen and photo-printing facility.

Another office building and showroom are now under construction.

"RAK Ceramics' products combine aesthetic qualities with excellent technical characteristics. This is due to the use of high-tech machinery coupled with the expertise of in-house staff in collaboration with several top-notch European designers," said general manager Massaad. The company uses high-grade raw materials mostly imported from Europe.

Among its products is a range of ceramic tiles, which come in two body types - white and red. To complement this range, special items like skirtings, listellos, pencils and caps are being offered.

Another range it boasts of is tiles in the Gres porcellanato section, which come in various designs and colour shades. While RAK Ceramics can make the largest gres porcellanato slab in the world, it also offers a full bathroom set available in 14 models ranging from economy to de Luxe and other sanitaryware pieces such as bathtubs and urinals to complement the range.

For aesthetic impact, a wide selection of decor to adorn sanitaryware is also being used. RAK Ceramics uses single firing technology for sanitaryware decoration to provide durability.

"Throughout its history, the company has made numerous innovative decisions touching upon every aspect of its entrepreneurial philosophy. By pre-empting trends and developments these decisions have enabled RAK Ceramics to reach its current position. Its progress has continued uninterruptedly, every goal achieved being seen as a new leaf towards even greater challenges and objectives," remarked Massaad.

"As it moves forward into the future, it will continue to involve itself in extensive research and development, acquire the latest machinery, and take on highly skilled manpower to produce top-quality products. 'Expansion' will always be a byword for RAK Ceramics making it a serious partner to deal with."