Asian Panaria taps high-end luxury tiles market with brand Bellissimo

Asian Panaria taps high-end luxury tiles market with brand Bellissimo
In India, the state-of-the-art tiles are mainly imported from other countries. Asian Panaria Pvt. Ltd. — a new 50:50 Indian-Italian joint venture between Asian Granito India and Panariagroup — aims to break this trend by tapping the high-end luxury tiles market.
The total size of the organised Indian tiles market is Rs. 6,500 crore, and at the moment 4 per cent is the ultra-luxury tile segment which is growing at the rate of 20 per cent. With the launch of Bellissimo brand, Asian Panaria Pvt. Ltd. targets to touch 35 per cent market share in the next 5 years.
Bellissimo sets out to be the point of reference for planners, interior designers, architects and end users who are looking for products that combine the highest technical standards and the aesthetics of Italian design, which for centuries have been the symbol of unique excellence throughout the world.
USP:The USP of Bellissimo is that the products combine highest technical standards and aesthetics of Italian products along with the manufacturing and distribution expertise of one of India’s leading tiles players. Designs are developed on the bases of strong R&D by Panariagroup on natural stones, marbles and wood finish. After laying the tiles, Bellissimo gives a natural look because each and every tile has been given different pattern and look (no two tiles are identical) in the same family.Speciality:The speciality about this product is that it is being manufactured in India by world’s renowned ultra-luxury tiles player Panariagroup (Italy) which has operation in more than 100 countries and their own manufacturing facilities in Italy, Portugal and US. Its designs speak for itself and the quality standard of these tiles are among the best.
Price range:Bellissimo price range starts from Rs.100 to Rs.180 per square feet, depending on the design, colour, surface and size. Panariagroup range is all full-body vitrified and their range starts from Rs. 262 to Rs. 426 per square feet. They also plan to launch higher-range products in future.Material and finishes:Materials like clay mineral, feldspar, glazing, organise binder, and natural gas are used for making these tiles. Bellissimo range has soft matt, satin, glossy and natural wood finishes.  Product range:Bellissimo’s product range includes:• Arenaria• Basaltina Stone Project• Bioessenze• Buxy• Discover• Mineralis• Naturalis• Rich Marble• Salento• Shade Marble• Stripe Marble
The company is also planning to launch 80 SKUs in the first phase and plans to reach 250 to 300 SKUs in next 2 years.
Target group:Asian Panaria plans to target elite-class house owners, customers going for refurbishment, boutique builders and commercial establishments like multiplexes, hospitals, hotels, and bar and restaurants. Initially, the company will establish Bellissimo brand in India and later to start exporting to other Asian countries.

22