HOW HAS THE INDUSTRY RESPONDED?

It makes sense to ask- how did the industry respond to the rapidly evolving situation in 2018 ? Did the industry people, collectively or individually, do anything different to improve their competitive positioning ? The answer is, by and large, very little, clearly insufficient. Some companies have made greater efforts at reaching out to architects, promoting their stones, and offering cut to size for projects. A handful have tried to diversify in new applications like furniture and placed greater emphasis on design in everything they do. Some have experimented with new textures and finishes. Some more have concentrated in ensuring their samples are well placed in kitchen and interior design outlets.

Some associations have made greater efforts in the digital world. These are all laudable efforts. But for a global industry of more than two hundred thousand companies, big and small, overall, the effort has been too little. Most businessmen have simply been overwhelmed with the day to day responsibility of running their companies in a very tough environment.