AgTalk | Adding value to our customers is our focus: NITCO's Alok Goel

NITCO Ltd, a leading flooring and interior aesthetics solutions provider, that was established in 1953, has undergone a sea of changes over the years to emerge out as a market leader and is currently the fastest growing Tile Company in the country. NITCO, the Rs. 1000 crore listed company is India’s only premium tile maker.
 
Today, NITCO Ltd. constitutes of NITCO Tiles, NITCO Marble, NITCO Art (Mosaico & Inlay) and NITCO Wall Tiles. NITCO Group has a wide spread and well established network of 800 dealers and 5000 sub dealers spread over India. The company owns 16 exclusive showrooms under the brand name ‘Le Studio’ at Mumbai, Pune, Nashik, Ahmedabad, Indore, Kolkata, Gurgoan, Chandigarh, Cochin, Erode, Jamshedpur, Coimbatore, Chennai, Bangalore and Delhi.
 
Adgully caught up with Alok Goel - Chief Executive Officer of NITCO Ltd. to learn more about their plans and marketing strategies ahead.
 
In this role, Alok is responsible for handling the overall operations of the company. Being a Machanical Engineer from IIT Roorkee and IIM Banglore, Alok Goel brings with him a rich experience of over 30 years in the field of Sales & Marketing, SCM, Procurement & Production, Project Management, Construction and also dealing with Govt. bodies. Prior to joining NITCO Ltd, he was with Usha International in the capacity of Chief Executive Officer with an overall P & L responsibility of the company.
 
Adgully: NITCO is one of the fastest growing tile companies in India, your take on it and also give us a sense of the domain that your are in.
 
Alok Goel: After suffering a kind of set-back way back in 2009, we had to set a completely new management team and actually from 2010-2011 we started moving faster in the space. The growth was somewhere around 60% during that time and in terms of quantity we sold as compared to any other company. Also in this financial year our growth, so far, has been fastest. In the last quarter when all other companies were showing a decline, during the months of April-June, we grew during that time as well! So this proves the fact we are one of the fastest growing companies. But as a leader of the company, it’s my duty to put through the right perspective and this year would be really interesting and challenging.
 
Adgully: what are the techniques used at the manufacturing front at NITCO that bring in exclusivity for the brand and various products.
 
Alok Goel: In terms of manufacturing and quality, our products stand out different on the following aspects: Firstly, the quality of raw materials we use provides strength to our products. Secondly, the equipments used are the best of equipments that one can get in the entire world. Thirdly, from start to execution and packaging, we don’t allow any human intervention in our manufacturing process. What we do is that through the video process, we decide what the tile’s quality should be and so keeping all the above mentioned points in mind our products are treated as the best quality ones in the entire industry.
 
Adgully:  Given the current economic environment, how have the revenues been for NITCO this year?
 
Alok Goel: As we all know the environment is really challenging but is sluggish as well. There are no big projects coming from the building companies. But what is interesting is the fact that we made our foray into real estate under NITCO Realties. The company has a land bank of over 100 acres in Mumbai and adjoining areas. The total investment committed by the tile major for real estate development is over Rs 1000 crores for 3 ventures in Mumbai – a business park and 2 residential properties. The retail side of the business is doing really well but towards the enterprising side we are facing a lot of challenges. Also there have difficulties on both sides - demand and supply.
 
Adgully: How has been the distribution chain at NITCO like, with numerous retail stores that it has in India.
 
Alok Goel: NITCO sells via a B2B team called NITCO Enterprise servicing customers directly who are large and have an all India presence requiring expertise and one point connect. Rest is handled by NITCO Retail who engages the architect, mason, end home customers via multi-brand tile dealers and exclusive network of NITCO stores. NITCO is available across the length and breadth of the country.
 
Adgully: Share with us the marketing and promotional activities at NITCO.
 
Alok Goel: Our marketing and promotional strategies typically focus on reaching to architects and showcasing new products, new finishes and creating awareness within the segment. Promotions are of two levels - dealer influencer and end customer having relevant objectives from increasing loyalty, increasing footfall, increasing secondaries.
 
Adgully:  The 5 ‘business mantra's’ that you feel does the industry need to follow to make any business venture a success.
 
Alok Goel: (laughs)…I don’t about the business mantra per say but what we believe in is the fact that giving best quality products and services at affordable prices is what the consumer wants and will always demand. So add value to our customers is our focus at NITCO. | By Aanchal Kohli [aanchal(at)adgully.com]
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