EXPANDS ITS BUSINESS WITH ICON

The importation of ICON products to Australia and New Zealand by International MTC has seen significant growth since 2020, and now the businesses are heading towards a stronger partnership

Operating as India’s number one tile exporter, ICON supplies tiles to over 70 countries around the world, and has a turnover of USD125 million. Its production capacity is around 24 million square metres a year, and 766.860 total square metres were exported from India to Australia in 2021 of which 350.000 square metres were sold by International MTC.

International MTC recently brought one of its customers to India, to meet ICON management and visit the factory and showroom in Morbi. Stefano Mammi, managing director of International MTC, said: “It was a fruitful trip, a great opportunity to strengthen and consolidate an already strong partnership”.

Transforming spaces

ICON is considered the fastest growing ceramic brand in India and distinguishes itself through the use of technology and product innovation that results in tiles that “transform spaces”, the theme of its current brochure.

The company has always maintained a “step ahead” approach when it comes to implementing technology, and uses machinery from SACMI, LB, EFI,

Appel and System Ceramics. They help to create the distinctive global “look” of its tile collections.

ICON is a vertically integrated company that has control over its entire supply chain, from sourcing raw materials to packaging and shipping. This system allows it to achieve greater efficiencies and higher quality standards across all production processes as it works towards continuous improvement.

Quality control is maintained through international standards including Certificazione di prodotto (product certification) from Bureau Veritas Certification, the Saudi Standards Metrology and Quality Organization (SASO) Quality Mark and European health, safety, and environmental protection standards.

The research and development department is equipped with the latest testing machinery, and supported by ceramic engineers, lab technicians and creative designers.

By bridging the gap between style and functionality, ICON believes it has carved out an unique niche in the tile industry. Its vast product range extends to glazed porcelain tiles, double loading porcelain tiles, full body technical porcelain tiles and digital wall tiles. ICON can deliver customisable tile solutions, exclusively made for individual clients.

History

ICON began manufacturing roof tiles in 1987. It wasn’t until 1992 that it started making ceramic wall tiles. By 2001, the company increased in size by establishing a business unit that focused on ceramic floor tiles.

After entering the global market in 2004, ICON received ISO certification in 2005. It has continuously invested in its production facilities, and upgraded its technology and digital machinery in 2009.

Since then, it has established a state-of-the-art manufacturing facility for glazed vitrified tiles (2013). Glazed vitrified tiles (GVT) or digital GVT tiles rate highly in terms of aesthetics and functionality. Vitrified tiles are also known for their durability and available in stone, wooden, bamboo or slate looks.

In 2015, it launched another manufacturing plant for larger format double charged vitrified tiles. Two layers of pigment are fused to create double-charged vitrified tiles, which are typically thicker than regular tiles due to their exceptional durability, simplicity of maintenance, and resistance to dust and dirt. They are also stain and scratch-resistant.

By 2017, it launched an advanced facility to make double charged tiles and GVT with huge production capacity.

Ceramic city

ICON’s location in Morbi places it in a central production hub for ceramics, and has helped it to capitalise on growth opportunities in both domestic and international markets.

Morbi (or Morvi) is a town and municipality that is part of the Indian state of Gujarat, and has long been regarded as the ceramics capital of India. The city of Morbi is on the Machhu River, 35km from the sea and 60km from Rajkot. The vast coastline of Gujarat holds numerous ports that enable international trade.

It was initially known for producing clay roofing tiles. But in the mid-eighties, local entrepreneurs began importing machinery from Italy and Spain to create tiles. The region flourished during the nineties, and over that time has become a significant exporter of ceramics due to economic liberalisation reforms by subsequent Indian governments.

Access to raw materials, availability of skilled labour, and supportive infrastructure resulted in Morbi’s transition from a centre of traditional roofing tile factories to a hub for modern ceramics manufacturers. It currently produces around 90% of ceramics manufactured in India, and contributes to more than 13% of total worldwide ceramic production. The Indian ceramics sector is believed to be second in the world, after China as the largest producer.

As a city, it has come a long way from making traditional tiles town to a more technologically advanced and automated tileproducing hub.

It is within this environment that ICON has developed a ”well-furnished” infrastructure that supports its capacity to produce quality tile products within a specific time frame.

Vision and mission

ICON has a reputation as a frontrunner in the creation, distribution and export of porcelain tiles, and it aims to create an eco-friendly, safe, and qualitative model of production.

The company remains committed to the manufacture and supply of products that are consistently high in quality to meet customers’ expectations across all international standards.

With over 30 years of experience and production expertise, it strongly believes in the power of innovation, and the uniqueness of its designs. n