AS the world’s foremost ceramic tile and sanitary ware manufacturer, RAK Ceramics showcases the immense potential that the Northern Emirates offer as an  industrial and businesss hub to investors from across the world.

Established in 1991 with a daily production capacity of 5,000 sq m from a single production line in Ras Al Khaimah, the company has defied the odds to establish itself as the world’s top producer in two decades. It is now a $1-billion global conglomerate with a product portfolio comprising over 8,000 designs in ceramic tiles, gres porcellanato and thousands of bathware models.

RAK Ceramics now produces over 227,000 sq m of tiles per day at its facilities in Ras Al Khaimah alone, where it has built 10 of the most modern tile plants in the world. There are also over 8,500 pieces of bathware manufactured daily in three modern bathware plants in the same location. Globally, RAK Ceramics manufactures 360,000 sq m of tiles and 12,000 pieces of bathware per day.

Under the leadership of HH Sheikh Saud bin Saqr Al Qasimi, Supreme Council Member and Ruler of Ras Al Khaimah, and Dr Khater Massaad, CEO of RAK Ceramics, the company has achieved unprecedented growth through the years, expanding its market reach to more than 150 countries, while reinforcing its reputation for premium quality and innovative products and services.

The Opulence collection ... launched earlier this year.

“The success of RAK Ceramics is a strong manifestation of the exceptionally high level of support that we receive from the government and visionary leaders of Ras Al Khaimah,” says Dr Massaad. “RAK Ceramics serves as a blueprint for success for companies operating in the Northern Emirates. Furthermore, our commitment to deliver world-class products and services underlines the vision of Ras Al Khaimah to be a centre of business excellence and a breeding ground for innovative, creative and highly profitable business ventures that cater to local, regional and global audiences.”

RAK Ceramics has been at the forefront of new technologies such as roto printing, salt and pepper printing, soluble salt printing, MDR (rotary diaphragm mixer), double charge pressing, and granitech, technoslate and twin press printing to introduce new designs and innovations in the market.

“It pioneered the integration of the PH 7200 press into the production line to create slabs and large-format tiles for multiple applications such as vanity tops, steps and façade, which until then were purely based on natural stone. RAK Ceramics is likewise distinguished for its Stone Art, Orion, Interlocking and other exquisite tile collections that are being produced using the latest digital printing technologies,” he says.

A RAK Ceramics showroom and production line (below).

Several other global ‘firsts’ are attributed to RAK Ceramics, including the launch of the first luminous, golden and silver glazed tiles, as well as a series of specialty tiles known as RAK Antimicrobial, created specifically for the healthcare industry. Also, its award-winning Rak Slim range, a 4.5-mm-thick tile, set a new industry benchmark in thickness, strength, cost and ease of use.

Some of RAK Ceramics’ latest offerings have been produced using advanced digital printing technology and these include the rustic-finish Stone Art collection, the marble-finish Orion collection, and the wood-finish 45 by 45 Wood Series collection.

Meanwhile, to increase market awareness of its products and latest innovations, the company is a regular participant at the major exhibitions related to its field of expertise. RAK Ceramics was recently at Cersaie 2011, an international exhibition of ceramic tile and bathroom furnishings held in Italy, where it launched its Elena suite, a new bathware collection that caters to the European market and follows the launch of its Opulence sanitary ware collection earlier this year.

At the event, RAK Ceramics also promoted its Elegance ceramics collection as well as its Impero, Joyful, Hilow, Metal Wood and Vibe tile collections, which are also targeted at the European market.

“The launch of the new bathware collection was a major highlight that helped generate greater interest from existing and potential customers in Europe. The huge visitor turnout allowed us to easily exceed our sales targets during the event. We were also able to generate several new business leads, which will be crucial as we further expand our presence across key market segments in Europe,” says Dr Massaad.

RAK Ceramics is also known for its commitment to corporate social responsibility, having introduced and supported initiatives that enhance the quality of life and be of service to various causes and social groups in Ras Al Khaimah and the rest of the UAE.