Mi­ra­mar Mon­al­isa : Defin­ing the world of tiles

VM&RD - - WASSUP! -

Mon­al­isa Porce­lain Vit­ri­fied Tiles, the third largest Tiles Man­u­fac­turer of the world from China, opened their first In­dian show­room at 4, Acham­bit Shaw Road, Hast­ings – Kolkata through a jointven­ture with Mi­ra­mar Prop­er­ties Pvt. Ltd. Spread across 9,000 sq ft of area; the en­tire store has been de­signed by ar­chi­tects from China. The de­sign is a rep­re­sen­ta­tive of more than 3,000 show­rooms in China for cus­tomers who can see mock bed­rooms, bath­rooms, din­ing rooms, of­fice ar­eas, etc. al­low­ing them to vi­su­al­ize the prod­uct in a su­pe­rior and en­hanced way.

This vi­su­al­iza­tion is meant to show cus­tomers that they can still achieve a rich and homely look with­out spend­ing on ex­pen­sive Ital­ian mar­ble. The dé­cor has a straight con­tour and is very prag­matic. The en­tire lay­out of the store de­sign, colour choices, ma­te­rial, fin­ishes have been done keep­ing in mind the con­ve­nience of the cus­tomers who can walk from one room into an­other seam­lessly and check out the en­tire show­room. Be­ing lo­cated 10 min­utes from the port makes it very easy to un­load con­tain­ers right out­side, and with am­ple park­ing avail­able, and be­ing lo­cated in a cen­tral po­si­tion for busi­ness houses, cor­po­rate houses, as well as house­hold buy­ers, the brand tar­gets a huge range of clien­tele.

The store front which is re­ally at­trac­tive has been cre­ated by us­ing Mon­al­isa’s thin tiles which are 6’ by 3’ and only 5mm thick which is made of one of the most en­vi­ron­men­tal-friendly prod­ucts as its use of raw ma­te­ri­als is much less than the tra­di­tion­ally-pro­duced tiles. This par­tic­u­lar type of tile is a rev­o­lu­tion­ary prod­uct for out­door cladding all over the world.

The store houses a va­ri­ety of tiles which are scratch-re­sis­tant, heat-re­sis­tant–(no tox­ins re­leased in case of fire), chemical re­sis­tant (no ra­di­a­tion or cor­ro­sion), en­vi­ron­ment friendly, wa­ter­proof, anti-frost and anti-frac­ture re­sis­tant, an­tibac­te­rial and san­i­tary sur­face. Be­sides food con­tact is safe with Nano fin­ish. Speak­ing on the launch Huo Rongquan, Board Chair­man of Foshan Mon­al­isa In­dus­try Co. Ltd. and Vice Man­ag­ing Di­rec­tor of Mon­al­isa Group said, “MON­AL­ISA is one of the largest man­u­fac­tur­ers of tiles in the world. Due to its ad­her­ence to en­vi­ron­men­tal labour laws, en­vi­ron­ment-friendly prod­uct, and more than 100 mil­lion Yuan in­vested for sci­en­tific re­search, we have achieved ad­vanced pro­duc­tion lev­els in the field of pol­ish­ing tiles. We were also cho­sen to be the only li­censed tile man­u­fac­turer for the Shang­hai World Expo 2010.”

Karan Samtani, Di­rec­tor, Mi­ra­mar Prop­er­ties Pvt. Ltd. fur­ther shares, “Our price range starts from Rs 45/- per sq. ft. for salt sol­u­ble tiles. Most of the dou­ble charged tiles range be­tween Rs. 80-100 per sq. ft. The most ex­pen­sive se­ries is the Roma Jade Spar se­ries at Rs. 600/- per sq. ft, which uses Mon­al­isa’s own trans­par­ent mi­cro­crys­tal par­ti­cles tech­nol­ogy. The brand caters to the mass be­cause the pric­ing and prod­uct is very su­pe­rior. The range in­cludes stone, leather, ink-jet and wooden fin­ishes, which are ideal for res­i­den­tial Commercial use. "

With an an­nual turnover of 800 mil­lion USD and a global pres­ence in more than 100 coun­tries and 3,000 show­rooms in China, the Group plans to open more show­rooms dur­ing the year 2014 in the North, South and West re­gions of In­dia with an in­vest­ment plan of over 25 mil­lion US Dol­lars. In the Asian re­gion, the brand mainly caters to In­done­sia, Thai­land, In­dia, Sri­lanka, Bangladesh, Malaysia, Ja­pan, and Korea. Ex­ports to Asian coun­tries take 50% of the to­tal ex­port value, other 50% mainly to South Amer­i­can coun­tries, North Amer­i­can, Euro­pean and Mid­dle East­ern. “Mon­al­isa Group wants their pres­ence to be felt in In­dia. They have been sell­ing tiles to In­dia for many years. We want their brand to be rec­og­nized, not as a cheap Chi­nese tile, but a high-qual­ity eco­nom­i­cally priced tile. The Group is the top tile man­u­fac­tur­ers in the world and they con­trib­ute a lot in Re­search and De­vel­op­ment. To bring this fash­ion to the city, I am glad that the Mon­al­isa Group has joined hands with Mi­ra­mar Prop­er­ties, which is the joint ven­ture part­ner for East­ern In­dia, and is also au­tho­rized to add sub-agents and sales out­lets for greater reach in the East­ern re­gion of In­dia,” said Aditya Bansal, CEO, Mi­ra­mar Mon­al­isa.

Mon­al­isa is look­ing at open­ing around 15 stores in cities like Kolkata, Mum­bai, Ban­ga­lore and other Tier-II cities like Jamshedpur. They are ag­gres­sively look­ing at mar­kets in the east­ern states as the re­gion has a lot of un­tapped po­ten­tial. The brand has three re­tail mod­ules where the shops will be set up ac­cord­ing to the square feet of space avail­able fol­lowed by their own brand phi­los­o­phy

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