Vijay Aggarwal - Insiteindia.in

Stile
with Substance...
Vijay Aggarwal
MD, , H & R Johnson (India) Ltd., Mumbai
Mr. Vijay Aggarwal, Managing Director of H & R Johnson (India) Limited, has
graduated fr om IIT-Delhi with B.Tech. in Electrical Engineering. Thenafter, he
completed MBA from IIM-Ahmeda bad and w as conferred the Gold Medal for
securing top position. He was also awarded the K V Srinivas Gold Medal for being the
best all-r ounder of the batch (1989-1991) at IIM-Ahmedabad. He was the Chairman
of the Indian Council of Ceramic Tiles and Sanitar yware (ICCTAS), the a pex body of
tile man ufactur ers in India, from 2003 to 2005 and is on the Managing Committee of
Bombay Chamber of Commerce & Industr y. He is also on the Board of Indian Council
of Ceramic Tiles & Sanitaryw are (ICCTAS), Exide Industries Ltd., Prism Cement Ltd.,
Asianet Satellite Communication Ltd., RMC Readymix India Pvt. Ltd., ING Vysya
Insurance Company Limited, Aptech Limited and Ardex Endura Adhesives (India)
Pvt.Ltd, among other s.
Mr. Kamal Khokhani, Director – AIM & Publisher of INSITE had a tete-a-tete with
Mr. Aggarwal on diverse aspects. Here is the insight of a manufacturer for the
r eaders of INSITE…

manufacturer’s vijay insight
aggarwal
QTo begin with, how and when did the company begin its India operations? / Can you share with us the history
of your company?
A. H & R Johnson was established in the year 1958 and we started production in 1959 from the first plant at Thane. The
first tile produced was of two sizes – 4 ¼” x 4 ¼” and 6" x 6". Those days we were known as a wall tile company. The
tiles were produced by hand-pressing technology and subsequently, fired in three box kilns. Later on, we installed Ball
Mills, Spray Dryer, C & O presses and electrically fired Gootinie kilns.
In 1993, the Rajan Raheja Group bought over majority stake of the company bringing about a change in the shareholding
pattern. Since then, the company took a different leap altogether by means of innovations and setting up more
plants across the nation. The no. of plants were increased to 4 from 1, entered into JVs, ISO certifications, launch of
Marbonite (India’s first vitrified tile), introduction of industrial tiles and wooden laminate floorings to name a few.
Later, in order to keep pace with the changing market requirements, we transformed from a tile company to ‘complete
bathroom solutions provider’ in bathroom fittings, sanitaryware and accessories and today we are the only company
in the market to offer the complete range of products which includes wall and floor tiles, wooden floorings, sanitaryware,
jaccuzzis, bath tubs, shower cabins and enclosures, bath fittings and accessories. The sanitaryware products are
available under the Milano brand.
Today, we enjoy a market share of 30% of the organised sector.
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QWhat is your brand philosophy?
A. We have been a change-leader since inception. Over
the years, the company has brought innumerable
innovations which in turn have helped in streamlining
the tiles and sanitaryware industries. In other words,
it is in our DNA to launch innovative products and
services. Our emphasis on quality, introduction of
new product lines and a uniformed distribution
channel have accelerated our growth in the past and
will continue to enable us to expand our market share
and consolidate the leadership position in the coming
years also.
QDo you have any future initiatives in the pipeline
that might influence the market in a big
manner?
A. We have already started focusing our energies
towards the strengthening of the distribution
network and offer one-stop-shop solution to
customers. Today, our display centres have a fullfledged
team of architects, designers and service staff
to assist the customer right from selection, designing
to installation of the product. Apart from this, we
will start offering services on tile fixing and laying
on a wider spectrum.
QTell us something about your product ranges.
A. We have four popular brands which has created a
category in itself namely –
Johnson – Is the flagship brand from the company.
It consists of a wide range of glazed wall and floor
tiles.
Easy to Install, Consumer Friendly, Requires
Minimal Maintenance, Adds Style and Glamour to
the room and Affordable.
QWhat are the different sets of characteristics
that tiles must have, to provide a comprehensive
base or cladding to different building elements?
A. The features of tiles differ from use to use - residential
and commercial.
1. Residential – Mostly, smaller in sizes and rectangular
shaped, these tiles ideally should have low water
absorption as it is exposed to atmosphere and be
frost-resistant. Semi-vitrified tiles are the best option
for this purpose. Also, these tiles should be glazed
so that it can be easily maintained.
2. Commercial – Use of large format tiles in 3ft x 3ft
and 4ft x 2ft is ideal for large commercial buildings.
In case of cladding, these tiles should be mechanically
anchored as it requires special fixtures for cladding.
Another important feature is that these tiles should
be strong enough to withstand the forces of nature
apart from being vitrified in nature (polished
marbonite).
QHow do tiles meant for different parts of a
building differ from each other?
A. Tiles add a lot of volume to any room and the choice
of right tiles reflects one’s taste and style. Today,
the market is flooded with various types of tiles and
each one serves a specific purpose. Unlike the
past, today, tiles are made as per their usage in
Milano – Offers a complete range of premium and
ultra-modern kitchen ware, bathroom solutions and
sanitaryware products, such as Kitchen Sinks,
Shower Panels, Wash Basins, WCs, Bath Tubs,
Computerised Steam Multifunction Cubicles,
Instant Showers, Bathroom Fittings and other
accessories.
Marbonite – Is a vitrified tile that is available in a
wide variety of natural Italian marble designs, colors
and effects. Ideal for Homes, Malls, Offices, Lobbies
etc., Marbonite ensures better stain resistance and
requires less maintenance.
Endura – Through this brand, we offer complete
Industrial Tiling solutions. These tiles are
manufactured primarily for heavy duty applications
such as warehouses, laboratories, chemical and oil
industries, parking areas, swimming pool decks,
driveways, etc. Lumber wooden laminated floors
are also available under this brand.
QWhat is your idea of an ideal sanitary, Wall and
floor Tile?
A. For us, an ideal sanitaryware and tiles (wall and
floor) should have the following characteristics -

each room. Based on the usage and application,
tiles differ in size, technical properties, textures,
designs etc. Tiles can be broadly classified into
two categories – Wall and Floor Tiles which can
be further divided into vitrified, anti-skid, mosaic
etc. based on textures and finishes. Floor tiles are
stronger, thicker and heavier compared to wall
tiles because of their heavy usage. They can either
be glazed, or vitrified. Whereas, Wall Tiles need
not be as strong as the former and the percentage of
porosity is also low.
QHow does size matter while choosing tiles?
A. Size of tiles to a great extent changes the entire look
of a house. Like shade, size also creates a significant
visual impact. In metros, in match-box size
apartments, consumers need to be smart to choose
larger tiles to make a small room look big. Light
colours and bigger tiles make the room appear larger
whereas smaller and darker ones makes a room appear
cosy and warm. Since bigger tiles ensure lesser joints
and cover more floor space for less the room gets a
face-lift. Keeping this in mind, we have launched
our Marbonite tiles in XL sizes which are becoming
increasingly popular amongst consumers for
residential and commercial purposes. These new
XL-sized tiles are available in patterns such as
Anatolio, Castel, Ivory, Marquina and Polaris.
QTell us something about different colour
schemes for tiling material. What is the latest
trend in the market?
A. Few years ago, ivory and pastel shades were very
popular. But now the trend has moved to bright
colours in single and mixed patterns. In terms of
wall tiles, plain and light patterns highlighted by
contrasting colours are in vogue. Whereas marble
shades still dominate in floor tiles. People are now
moving to joint-free tiles and our 60 x 60, 90 x 90
and 60 x 120 are popular in both residences and
commercial establishments. In addition to these,
rustic or wooden finish look is back in fashion and
is used in residential premises, clubs, recreational
areas etc. For this, we have introduced a new series
known as Marbonite Metallium (Metallic finished
look) and Porselano Good Wood (Natural laminated
Wooden Finishes).
Patterned tiles have also made a comeback and are
seen in contemporary bathroom themes. Besides
the daunting range of patterns available, most of
these tiles immediately and dramatically affect the
look of your bathroom. Thus strong and bold
patterned tiles need not only cover the walls but
also add a tinge of glamour to the walls in the
bathroom. A strip of brightly colored tiles placed in
the midst of bare walls can create a striking appeal
that accentuates the structure of the room.
QWhat are the different factors that should be
taken into account while choosing tiles for
specific applications?
A. As been mentioned earlier, tiles differ as per their
usage and application. Therefore, it is important
to choose the correct tiling solution for each room.
Some tiles are best suited for outdoors while some
for indoors. For instance, Anti-skid tiles should
be used in bathrooms or wet prone areas instead
of normal glazed tiles. These tiles have a special
coating which prevents slippage incidents in
bathrooms. Its rough surface gives a better grip
underfoot. On the other hand, it is advisable to
use smaller sized tiles in kitchens because of the
limited space available. For instance, 4" x 4" and
8" x 8" are best to be used in kitchens. In fact, we
are the only company to manufacture such small
tiles in the market. In high-traffic areas such as
parking lots, pavements, fully vitrified unpolished
tile should be used owing to its anti-abrasion
property.
QHow do tiles affect room or building
temperature?
A. Ceramic Tiles are considered to be eco-friendly as it
has low thermal conductivity, chemically inert, heat
and corrosion resistant. It also checks the growth of
bacteria or dirt or other organisms which results in a
clean and hygienic environment. It is nontoxic, rarely
absorbs odors, improves air flow and hygiene by
reducing allergens. As it does not allow heat to enter,
lot of electricity also can be saved.
Another advantage of ceramic tiles is its easy
maintenance compared to wall papers which requires
frequent replacement. Since it is durable, it appeals
consumers to shed throwaway habits in case of
wallpapers and carpets.
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QDo you have different ranges of products for
different economic segments of consumers?
(Please provide inputs on the price range)
A. Most of our products, whether tiles or sanitaryware
are priced in such a way to meet the demands of our
customers. In each category, we have both mid-price
and high value tiles. We have products which range
from Rs. 20/- per sq. ft to Rs. 1000 per sq. ft. to fit
into the budget of different customers.
For customers who want to try something unique,
we have launched two different Collections -
Metallium Collection and Highlighter Series.
Metallium Collection captures the timeless classic
of metal on tile which in turn transforms the look of
metal on your floors and walls.
The tiles are available in various colours and designs
with effects of Bronze, Nickel, Meta, Zinc, Copper
and Lead. It is specially designed for applications
in hotel lobbies, restaurants and airports.
Highlighter Series is a never before concept that
aims to break the monotony of the erstwhile design
and heighten the elegance of the living room and
bathroom to a new level. It is actually a strip of
brightly colored tiles placed in the midst of bare
walls to create a striking appeal that accentuates the
structure of the room. The colours used are very
vibrant and radiant which includes the likes of blues,
reds, pastels, pinks, oranges and more.
QDo you have any environment-friendly product?
A. All our plants are equipped with state-of-the-art
manufacturing techniques to produce tiles which in
turn enable to impart overall safety and hygiene to
all homes.
QDo you have anti-skid flooring tiles designed
specially for children and elderly?
A. Under our Endura Brand we have two products
namely, Tactiles and Tosca Anti-Skid Tiles specially
to serve this purpose. Tactiles are unique non-fade,
non-slippery vitrified unglazed porcelain tiles used
as ground surface indicators. The Tosca tiles are
special vitrified tiles meant to prevent slippage.
Tactiles – These tiles act as indicators to indicate
and assist blind people. Emphasis has been placed
on reliable designs to provide safety, dignity and
independence for people who are blind or visually
impaired. Features such as bright colours are used
to represent demarcation and corundum for extra
slip resistance, making it suitable for both internal
and external usage. With water absorption of less
than 0.5%, these tiles come in the size of 300 x 300
x 10 mm.
Tosca – Specially designed for bathrooms, these tiles
possess a textured surface which is resistant to
dampness, safe to walk on when wet and easy to
clean. Aesthetically appealing, these tiles come in
the size of 320 x 320 mm and are available in various
colours, textures and designs to co-ordinate with
the walls and match the sanitaryware too.
QDo you design on special requirements?
A. We do design on special requirements. Based on the
inputs, our R & D Team designs products pertaining
to size, effects, features and technical properties
provided the volumes are high and specified in the
beginning.
In addition, our Marbonite Customized Waterjet
Solutions provides Customized Waterjet
Solutions as per the requirements of the customer.
Anything from a company logo to intricate designs
can be made as required. For this, our nearest
branch office can be contacted for designing,
selecting and pricing.
QTell us something about your Highlighter series.
How can it influence the tiling industry?
A. Highlighter series is a never before concept that aims
to break the monotony of the erstwhile design and
heighten the elegance of the living room and bathroom
to a new level. This series enables each one of us to
create a unique style statement of our own by adding
a tint of class to your lifestyle. The designs of this
series open to a world of imagination which is
inspired by nature and its myriad shades.
Available in two sizes 320 x 320mm and 320 x
600mm respectively, the products are meant to coordinate
perfectly with the matching floor tiles. The
colours used are very vibrant and radiant which
includes the likes of blues, reds, pastels, pinks,
oranges and more. The tiles are priced at Rs. 195 per
sq. ft.
Future bathroom tiles look set to astound
homeowners and the growing range of prints,
patterns and materials for bathroom tiles gives them
ideas to create unlimited bathroom designs.
QHow do you foresee the growth of the tiling
industry in India?
A. Given the factors such as infrastructural and
economic developments, the tile industry has lot of
potential across the country. As per estimates, the
current per capita consumption of tiles in India
stands at 0.36 square meters per annum compared
to 1.52 sq. meters per annum in China which clearly
indicates that we have a huge potential for growth.
The Indian tile industry has maintained growth rate
of 13 - 15% per annum.
In terms of size, the Indian ceramic tile industry is
estimated to be Rs. 7,000 crores, divided into
organised and unorganised sectors. The product
category can be further divided into ceramic, wall
and vitrified tiles.

QWhich tiling material do Architects and Interior
designers favour commonly in India?
A. In India, Architects and Interiors Designers’ first
choice is the Marbonite vitrified tile. Italian marble
and granite are quickly getting replaced by vitrified
tiles. The popularity is due to its glazed look and
shine. In addition, vitrified tiles are more durable
and do not absorb liquid or stains unlike marble.
Also, they always prefer tiles which give a natural
look to the room. This is why rustic and stone
finished tiles are entering into the living rooms
gradually.
Gone are the days when tiles are laid using the
traditional method of cement and water mixture.
Today, architects and interior designers prefer readymade
tiling adhesives and grouts to fix tiles and
conceal joints. These products help in getting the
proportionate mixture which ultimately increases
the strength of the tile and gives good finishes.
QWhat is the most common style of tiling in
India? What do you see as its best advantages
and worst disadvantages?
A. Till a few years back, small-sized, plain tiles were
quite popular amongst consumers in India. Today,
the trend has shifted to large format, patterned,
mosaic tiles in dark and bright hues. Apart from
tiles, wooden floorings are also considered in certain
rooms. Use of wooden flooring in a bedroom or so
breaks the monotony of ceramic tiles of the entire
home and provides warmth and a distinctive style
to the interiors. Large format tiles reduce joints and
add lot of volume to the room.
QWhat alternative methods of applying tiles could
be useful for interior designers and consumers?
A. Abroad, cladding is used in living rooms as a
backdrop or near the fire place. Whereas in our
country, the application of tiles is still limited to
floors and bathrooms only. In fact cladding can be
used for both exteriors and interiors. If used in
exteriors, the life of the building increases
considerably and helps in retaining the look as it
prevents leakages and discoloring of the external
walls during rains.
QDo you have any provisions to make tiling
obstacle free and make applications easier?
A. The method of lying and fixing is equally crucial.
Poor workmanship can ruin the overall look and
usage of a tile whereas an elegant workmanship will
lead to outstanding results. In India, tiles are still
laid in the traditional way of mixing cement with
sand. With this method, the exact proportion of
the mix cannot be ascertained which actually
reduces the strength of a tile and spoils the look.
The mortar used to fix the tile is actually a
proportionate mixture of sand, cement and water
and the ratio of each of these in very important.
In order to get the right consistency, it is always
advisable to use ready-made mortar mixes
available in the market. Known as ‘tiling
adhesives’, these mixes are easy to apply, set
faster and not prone to climatic changes. Today
different mixes are available for different purposes
and are found across the country. Apart from this,
a different type of filler called Grouts is used
between tiles to conceal the joints. It is equally
important to choose the right colour of grouts and
apply in a professional way or else it will ruin the
décor of the room.
Tile application needs to be carried out by
professionals only as it requires a special set of
skills. To make things easier, we have a team of
service engineers who conducts site inspection to
offer pre-laying assistance to the consumers. Apart
from this, we hold mason meets across the country
from time to time to train and update masons on the
latest developments.
QWhat will be the future trend in tiling in India?
A. Apart from large format tiles, we perceive the
future designs to be a combination of steel and
ceramic finishes. More and more people will opt
for vitrified tiles in matte, metallic finishes and
wall paper effects.
QWhat message would you like to give to the
readers of INSITE?
A. This is our 50 th anniversary year and I would like to
take this opportunity to thank all readers,
shareholders and business associates for their trust
and support which has helped us to grow year after
year and maintain our leadership position in the last
five decades. We shall continue to strive to provide
the best, world-class products and services to our
customers at all times.
manufacturer’s vijay insight
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