Turkey is fast becoming the third major country in Europe for ceramic tiles and the fifth largest producer in the world, having produced over 190 million sq m last year.

In ceramic sanitary ware (plumbing fixtures) – the second major ceramics sector – the country raised its production to over 120,000 tonnes last year.
Today, Turkish firms deliver quality ceramics products to over 140 countries and the competitiveness of Turkish ceramics in world markets is increasing due to its ever-growing production capacity, investments in modern technology and its high quality edge.
Last year, the Turkish ceramic sector earned a total of $515 million of export revenue while in the first six months of this year, 48 million sq m of ceramics were exported earning $194 million. Turkish tile exports alone – aggregating to 84 million sq m – accounted for $312 million in revenue in 2003. Ceramic sanitary ware exports were worth $122 million last year from 92,000 tonnes of products.
Much of the production stems from the Anatolian region, known to be the motherland of Turkey's ceramic sector, with a history that extends thousands of years. Today, the region has modern units and manufactures highly competitive products with high competitiveness, which meet international standards of quality.
Commercial production of ceramics started in early 1960s. Today, there are more than 60 establishments in the industry, employing approximately 20,000 people. The ceramic tile sector includes 24 firms with a total output of around 250 million sq m. Kale Seramik, Toprak, Ege and Eczacibasi groups, which are the leaders in the sector, are among the largest manufacturers in the world.
Turkey boasts some of the largest plants in the world engaged in integrated in the manufacture of ceramics under one roof. Kale Seramik – with a 60 million sq m capacity – has the largest facility in the world dedicated to the manufacture of ceramic tiles and Eczacibasi Vitra – with a capacity of four million units – is the largest in the world in the production of sanitaryware (plumbing fixtures). The capacity values of Turkish ceramics manufacturers are way above those of firms of other countries and the average capacity of ceramic tile manufacturers in Turkey is in the region of 10 million sq m.
The success of the Turkish ceramic sector can be attributed to the continuous investment in technology by the firms and configurations in compliance with latest innovations. As 60 per cent of total capacity of the ceramic tile sector was installed after 1990 and as most firms, which started operations prior to 1990, have renewed their technological investments within the last 10 years – Turkish ceramics firms are in a much superior position compared to their competitors technologically.
Turkish ceramics firms – which since the 1980s have allocated a certain percentage of their turnovers to research development activities – had sought to build a sound future then. This foresight has made the Turkish ceramics sector a leader in research and development over the years.
Comprehensive research is now being carried out on general business trends and projections of customer tastes and the firms are developing their competitiveness through active response to this feedback.
Several parameters including the present status of the sector, developments in the home and international market, projections of the changes may be expected in the future and the general global business trends and their implications on the sector, are carefully analysed.
Another important part of the research work is the product development activity. Product development activities  – based on domestic and overseas market data – encompass all product design, colours and pricing to be carried out in line with market trends which are well-researched by marketing units or directly coming from customers and the consumer.
Quality control and assurance is another activity that may be regarded to be a part of research development work. The standard of quality of each manufactured product is monitored at each stage of production from the outset. The necessary physical, chemical, mineralogical, testing and similar measurements are carried out of the raw materials, semi-finished goods, finished goods, fuel, waste and byproducts of the production process.
Turkish firms are all ISO-9001 certified as they export to almost every corner of the globe.
Turkish firms, which have set up sales offices abroad especially in countries where they have significant sales, are connected online to major distributors in their export market.
The Turkish ceramic tile sector is also actively promoted in overseas markets through participation in exhibitions such as the Big 5 show in Dubai, Cersaie in Italy, Cevisama in Spain, Coverings in the US, Mosbuild in Russia and Bau in Germany which has played am major role in extending its influence on the global arena.

Astonishing lines
Turkish ceramic sector has a rich historical heritage with an artistic background. Ceramics firms transfer the ageless images and motifs of Anatolian history to modern settings using a modern approach, besides utilising contemporary designs which are interpreted experienced and trained designers.
Turkish designs, while creating different lines and forms on the one hand, create a balance between classical and modern themes, allowing the tastes and preferences to be satisfied without disregarding the functionality of the created product.
The tradition of ceramic production, which started at Alacahoyuk 8000 years ago on Anatolian soil – and has reached the present era passing through the Seljuk, Byzantine and Ottoman periods – gained an international dimension in 1950s.
Designs of Turkish ceramics have been refined over thousands of years and are now being remodelled with today’s technology and tastes, adding aesthetics to life.
Seljuk line: is an example of design work directed towards Anatolian heritage. This great creation, is inspired by the extraordinary skill in decoration and stonework by the Anadolu Seljukis, and is made using motifs that are geometrical masterpieces.
Another line has been created under inspiration from an important ceramic centre of the Ottoman period, Bursa. This line carries tradition distilled over hundreds of years to offer a technology which is fit for the new millennium. The texture of the past comes alive today through state-of-the-art technology and creativity in design on floors and walls.
Iznik Tiles: is another line produced under influence of Anatolia’s cultural heritage. This line has been prepared utilising the motifs created in Nicea (Iznik), which was the most important ceramic centre in the Ottoman Empire. These patterns and figures used hundreds of years ago by Nicea’s ceramics masters, used as architectural decoration element in areas such as palaces, mosques and tombs now find a way to palaces and mansions through everyday objects like vases, pots, plates.
In addition, the tastes, demands, changes in requirements of clients in its 60 export destinations are being monitored and ceramic designs are re-evaluated accordingly. Then, if necessary, production technology is further improved, new products are designed or designs in conformity with international standards are created and put on the production line.
Manufacturers are also liaising with renowned European industrial designers, aside from Turkish designers to enable them to improve their competitiveness.

Strength in design
Turkish ceramics firms are able to produce solutions either by forecasting consumer demands and expectations or by analysing them in advance.
CAD-CAM technologies employed in product design have improved the quality of the product, especially in ceramic sanitary ware and have shortened the design process. Taking into account specific characteristics of each country, with regard to both design and also standards, firms have gained a competitive edge in exports by responding swiftly to customer demands. Products in conformity with any taste – from a modern bathroom, to a bathroom in classical British style – may be designed and brought to life because of this experience of Turkish firms.
Lavatories and toilet bowls, ranging from concave lavatories designed for physically handicapped to those pandering to the tastes of children, designed according to heights of users are the best examples for how original design shapes ceramic sanitary ware (plumbing fixtures). Companies blend together the concepts of ergonomics and maximum functionality to create new product groups that will present different solutions for different needs.
In addition, the sensitivity to man and the environment, being open to technological, social and cultural developments and principles of novelty, empiricism and creativity, have helped build the original Turkish identity in product design.