Fresh Ceramics sets new standards in design and export excellence

AKM Ziaul Islam, COO, Meghna Ceramic Industries Ltd. Sketch: TBS

I've witnessed firsthand how Bangladesh's ceramic industry has transformed — from simply replacing imports to becoming a serious player in global markets. This evolution hasn't just changed the way we do business; it has reshaped the very foundation of how we approach design, production, and customer experience.

Exports, especially in tableware, have opened our eyes to what the world expects from us. Competing with manufacturers from Europe and Asia has meant holding ourselves to higher standards — not just in quality but in aesthetics, sustainability, and service. Our sanitaryware is also gaining traction internationally, while tile exports are an area with enormous potential. If we continue offering globally trending designs, large formats, and refined surface finishes — all at competitive prices — we can make our mark in this segment too.

At Fresh Ceramics, we've internalised these global demands into our brand philosophy: "A Fresh Start to An Aesthetic Life." We don't just make ceramics; we deliver experiences. That's why we've pioneered initiatives like the House of Aesthetics, our company-operated display centre in Hatirpool, Dhaka, and exclusive dealer showrooms across the country. These aren't just sales points — they are carefully curated spaces where customers can touch, feel, and visualise how our products transform their homes.

This drive toward excellence has also coincided with a powerful cultural shift. Today's consumers no longer see tiles or sanitaryware as purely functional. They're design-conscious, inspired by global trends, and eager to infuse personal expression into their homes. And we're right there with them.

We now create solutions — not just tiles. Much of our design language draws from nature: wood, stone, marble, concrete, and rustic finishes are all part of our portfolio. We've moved to larger formats, richer textures, and bolder tones that reflect the tastes of a modern, aspirational society.

Take our Wooden Matt Carving Planks (20×120 cm) for instance — designed to bring the warmth of timber indoors. Or the Fair Face-finished Rustic Matt Tiles (60×60 cm), which are inspired by the raw texture of exposed concrete. Our Candy Series (30×50 cm) speaks to contemporary, urban interiors, while the DewDrop Series (30×60 cm) offers a soft, dew-kissed visual experience. The Mattestic Series (30×60 cm), with its versatile application for walls and floors, reflects how we're blending utility with beauty.

This focus on aesthetics isn't limited to our product lines. It's ingrained in how we present ourselves. Our display centres and showrooms are thoughtfully designed to reflect the architectural sensibilities of our time — giving customers a truly immersive experience.

Now, the big question is — is Bangladesh ready for premium ceramics at scale?

My answer is an emphatic yes.

From Dhaka to divisional cities and even smaller towns, we're seeing a rising demand for sophisticated, design-forward ceramics. High-income customers are actively seeking quality and innovation — and they're willing to invest in products that rival European imports in both design and durability. And we're here to meet them with the technology, the ideas, and the execution.

But it's not just about aesthetics — it's also about resilience. The reality is, the cost of energy has become a serious challenge. Gas price hikes and supply instability have made ceramic manufacturing more expensive and unpredictable. But instead of retreating, we've leaned into innovation. We've invested in energy optimisation systems, minimised gas usage, and committed to maintaining high efficiency without compromising on quality.

As we grow, we're also mindful of the global landscape — especially when it comes to sourcing raw materials. Over 90% of what we need — from clay and glaze to pigments — comes from abroad. That makes us vulnerable to fluctuations in freight, currency rates, and global supply chains. We don't take that lightly. We've built a robust system around it — diversified sourcing, early procurement, buffer stocks, supplier partnerships, and production-level efficiency. These aren't just contingency plans; they are embedded into our business model.

Despite these challenges, I believe our biggest strength is how we've adapted. We compete not only with local brands but also with foreign imports. And we're not just surviving — we're thriving. Our edge lies in our ability to understand the local market better than anyone else, to innovate quickly, and to deliver products that are technologically advanced, design-driven, and tailored to Bangladeshi tastes.

The future of ceramics in Bangladesh is not just promising — it's dynamic, design-led, and deeply rooted in understanding how people want to live. And at Fresh Ceramics, we're proud to be shaping that future, one tile at a time.