Riassunto analitico
ABSTRACT
STUDY OF INDIAN CERAMIC INDUSTRY CASE STUDY: “BELLISSIMO – STILE ITALIANO”
The thesis has been carried out to study the structure of Indian ceramic tile industry and to explore the opportunity to do business for Italian ceramic industry in India. As a global player, Indian ceramic tile industry is slowly but steadily capturing the attention of the world in the ceramic tile segment. In India, the ceramic industry has witnessed fast growth in demand primarily due to growth in the construction and housing sector. This has led to bargaining demand for floor tiles and wall tiles. In 2016, India overtook Brazil to become the world’s second largest ceramic tile producer and consumer. Ceramic products are manufactured in India both in the large and small scale sector. In such a competitive market, Italian companies will have to create unique demand for their products in near future and look at sustaining this demand in long term to sustain in Indian market. In this thesis research, the content is divided into four sections. The first section gives an introducing phase about India; its cultures, government, economy, infrastructures and industries. In the next section discussed about the ceramic industry in India, its market size, different type of sectors, major players in this industry, classification of ceramic products in India, the production and distribution structure of ceramic industry in India and the import- export section. In this section, it also unfolds the reasons for increase in demand for ceramic tiles in India and the key growth drivers for Indian ceramic sector. The third section examines the opportunity of Italian ceramic industry in India. It further discuss about the presence of Italian ceramic industries in India. Then discuss about “Bellissimo- stile Italiano”, an Italian born ceramic brand in India, and further discussed about its production process, domestic sales and growth factors. The last section examines the further opportunity for Italian brands and ceramic industry in India and among Indian domestic customers with the help of survey. In the survey questionnaire, it examines whether Indian customers strongly support or like to purchase Italian ceramic tiles.
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