Kajaria Brand Guidelines: A 1988 Sikandrabad Tile Plant, Kerovit Bathware & Nine Plants

A 1985 company and a 1988 factory in Uttar Pradesh.

Kajaria Ceramics was incorporated on 20 December 1985, according to the company history published by the Indian financial portal IIFL. Its first factory was at Sikandrabad, in Uttar Pradesh, where commercial production began in August 1988; the same history says the company raised money through a public issue that year to build it. The company’s own website dates its founding to mid-1988, when the plant opened, and says its capacity has grown from about one million square metres a year to 87.80 million square metres. The chairman’s message on the site is signed by Ashok Kajaria; the website also names Chetan Kajaria as vice chairman and Rishi Kajaria as managing director.

Growth came in stages. IIFL records a second unit at Gailpur, in the Alwar district of Rajasthan, completed in 1998–99, and a polished vitrified tile plant at Malootana, also in Rajasthan, which started in January 2016. Between 2010 and 2013 the company bought majority stakes in several smaller tile makers in Gujarat and Andhra Pradesh, including Soriso Ceramic, Jaxx Vitrified and Vennar Ceramics, which gave it plants closer to markets in the west and south of India.

The company now lists nine plants: Sikandrabad in Uttar Pradesh, Gailpur and Malootana in Rajasthan, Srikalahasti in Andhra Pradesh, Balanagar in Telangana, three at Morbi in Gujarat and one at Nawalparasi in Nepal. In an August 2026 interview with ETRealty, Rishi Kajaria put the company’s own tile capacity at 82.70 million square metres, not counting 5.10 million square metres in Nepal, and said brownfield expansions announced at Gailpur and Srikalahasti were expected to take it to about 104–105 million square metres by mid-2027. Those expansions were plans at the time of the interview, not completed work.

Tiles first, then bathware.

Kajaria’s core business is wall and floor tiles in three families: ceramic, glazed vitrified and polished vitrified. The company says it offers more than 4,000 options across them, for bathrooms, kitchens, living rooms and corridors. It describes itself as the largest maker of ceramic and vitrified tiles in India; that is the company’s own claim.

The IIFL history shows how the range moved toward bigger formats. In December 2009 the company began making 15×60 cm wall tiles with a wood look; in 2016–17 it launched 80×80 cm polished ceramic floor tiles and large glazed vitrified tiles of up to 120×180 cm, sold under the name Ultima. In 2023 it introduced an Italian Collection of about 300 items and 80×160 cm ceramic floor slabs. The company says its plants use Continua+ technology for large-format tiles and slabs. In the 2026 ETRealty interview, Rishi Kajaria said the new lines at Gailpur and Srikalahasti would mainly make 60×120 cm tiles, which he described as the most popular size in India, alongside larger sizes such as 120×180 cm and 120×240 cm.

Bathware came later. According to IIFL, in the year to March 2009 the company began importing sanitaryware sold under the Kerovit name and shown in its Kajaria World outlets. It went on to open its own sanitaryware facility at Morbi in May 2014 and a faucet plant at Gailpur in July 2015, and in 2010–11 signed a marketing agreement to sell VitrA bathware, made by the Turkish group Eczacıbaşı, in India. Kerovit is now Kajaria’s brand for sanitaryware and faucets, and tile adhesives form a smaller third line, Rishi Kajaria told ETRealty in 2026.

How tile makers show their work.

Ceramic tile makers sell surfaces that people mostly meet as rooms, so their own material leans heavily on finished spaces. Pamesa’s website, for example, offers downloadable catalogues, moodboards, “by effect” and “by space” product searches and a BIM library for architects, and Porcelanosa’s 2026 showrooms in Vila-real presented its large-format porcelain through furnished settings, Interempresas reported. Room-set photography, in which a collection is laid across a kitchen, a bathroom or a terrace, is a common way to show a range.

Naming follows the surface. Pamesa’s 2026 ranges carry names such as Heritage, Trevi and Taj Mahal, and makers sort them by finish, format and thickness. Trade reports in 2026 described Porcelanosa adding 160 cm by 160 cm floor pieces and 3 mm slabs for furniture cladding, and Pamesa grouping its new ranges into four families, each defined by the kind of material effect it shows.

Trade fairs are the other main stage. Cersaie, held at BolognaFiere in Italy, reached its 43rd edition from 21 to 25 September 2026, according to Castellón Información. Both companies built their 2026 stands as furnished settings: Pamesa called its 2026 space The Gallery, and Porcelanosa printed a magazine to guide visitors around its stand. Pamesa’s website also keeps virtual tours of its stands at Cersaie and at Cevisama from 2017 to 2022, while Porcelanosa stages its own annual show in Vila-real, which reached its 32nd edition in 2026.

Behind the collections sit corporate pages that read quite differently. They list group companies, plants, acquisitions and leadership teams, and they are often the clearest public record of who owns which brand. This guide relies on those pages only for what the companies say about themselves, and on press reports and encyclopedias for dated facts.

Showrooms, dealers and room sets.

Kajaria sells mainly through dealers. In the 2026 ETRealty interview, Rishi Kajaria said around 80–85% of sales went to retail buyers through dealers, with the rest going to large builders and direct projects, and that the company had merged separate sales teams for each tile type into a single team in 2025. Its retail formats have names of their own. IIFL records the opening of seven Kajaria World showrooms in the year to March 2009, fifty Kajaria Prima showrooms in the year to March 2015, and a dealer format called Prima Plus, for ceramic wall and floor tiles only, in 2016–17. The same history notes that the company used mock bathrooms, kitchens and living rooms in its stores early on.

The brand also has outposts abroad. The company says it exports to more than 35 countries through a specialist export division, has opened a showroom in Dubai with the UAE stone group RMF, and has a London showroom at Park Royal of about 14,000 square feet with more than 300 designs, 50 mock-ups and a virtual-reality room. It also says it has been named a Superbrand in India in consecutive years. In 2026 Rishi Kajaria told ETRealty that the company’s branding covered television, airports, digital channels, sports sponsorships and dealer showrooms.

Exports have a long record. IIFL says the company won the Capexil Special Export award in 1992, 1993, 1994 and 1997 and again for 1999–2000, set up an Australian subsidiary in February 2001, and in 2014–15 began exporting glazed vitrified tiles to markets including the United States, the United Kingdom, Germany, Spain, Belgium, Australia and the Middle East.

For a design guide, Kajaria shows how a tile brand can be built through factories, dealer showrooms and room sets rather than a single flagship product. Compare Somany, another Indian tile maker with plants in several states, and Roca, the Spanish bathroom company. For this guide we use a fired-clay red, ink and slate grey with a sans, an unofficial interpretation; no product or logo is reproduced.

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