CASE 20
A Tale of Tiles
Tiles India Ltd. (TIL) is a well known company manufacturing floor and wall tiles. It saw opportunity in the vast low income housing commitment of the government and embarked on the manufacture of low priced tiles. TIL has got a break when its indigenous low cost tiles received a big order from Maharashtra government when it was engaged in rural reconstruction after the earthquake at Latur. Now TIL is wondering how to expand its market all over India.
PRODUCT
The tiles are scratch proof and fire resistant. The ISI certification, testifies its quality. The main competition for this is from the locally manufactured terracotta tiles, which are not scratch proof and are fire resistant only upto a certain level of temperature. ...
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