'Success comes from meeting the needs of every stakeholder'

Meghna Ceramic Industries Ltd (MCIL), a concern of Meghna Group of Industries (MGI), has emerged as one of Bangladesh's leading ceramic producers within only a few years of operations. Its Fresh Ceramics brand has gained widespread recognition and popularity across the country. AKM Ziaul Islam, MCIL's Chief Operating Officer (COO), recently spoke with The Business Standard about the company's growth, current industry trends, and future plans.

A successful ceramic company is not defined solely by its production capacity. Success comes from meeting the needs of key stakeholders across the value chain, including dealers, retailers, architects, tile fitters, and end users.

Explaining the reasons behind Fresh Ceramics' rapid growth, Ziaul said the company has focused on operational efficiency and distribution rather than aggressive branding. By ensuring stock availability, expanding its showroom network, and developing innovative and sustainable products, Fresh Ceramics has earned strong trust among customers and industry partners. 

"An uncompromising stance on efficiency in operations enabled our rapid growth, with monthly sales reaching one million square metres within a short period" Ziaul remarked. "At the same time, our nationwide showroom network has strengthened market presence and brought products closer to customers across Bangladesh" he added.

Ziaul said, "Long-term success comes from a combination of reliability, accessibility, and continuous innovation. We always monitor customers' insights, and try to accommodate their needs in our portfolio based on the findings."

When asked about changing consumer preferences, he said that consumer behaviour has evolved significantly over the past decade. "Tiles were once considered mainly for kitchens, bathrooms, and hospitals. Today, they are viewed as an essential element of modern living. Demand for larger-format tiles is growing because they create a more seamless appearance and enhance the aesthetics of homes and commercial spaces". 

Regarding sustainability and compliance, particularly in export markets, he said that Fresh Ceramics has adopted sustainability-focused initiatives such as zero groundwater dependency, emission-free kiln operations, renewable energy integration, and advanced heat management systems. "Sustainability to us is a long-term commitment, which enables us to create lasting value for customers, industry partners, and society."

Ziaul said the sector still relies heavily on imported machinery and technology from countries such as China, Italy, Germany, and Thailand. He did, however, express optimism about the steady improvement of local capabilities. "Today, most of our design-related work are carried out by Bangladeshi professionals, which strongly indicates the growth of local expertise and talent."

On the most challenging decisions he has faced as a business leader, he said maintaining strict quality standards has been among the toughest. While some manufacturers sometimes opt for compromises such as mixing lower-grade products into production, Fresh Ceramics strictly makes sure that it does not do it under any circumstance. "Maintaining this level of discipline does increase operational costs, but it protects the quality of our products, which helps strengthen customer trust".

Discussing the future of ceramic innovation, he said greater investment is essential. He pointed out, "A few companies are investing in advanced products and technologies, but stronger policy support such as easier financing and investment incentives could further accelerate innovation across the sector."

Looking ahead, Ziaul said Bangladesh's ceramic industry has strong export potential. He expressed his desire to see Bangladeshi ceramic brands recognised globally for high quality, continuous innovation, and a solid commitment to sustainability.