Asian Granito’s strategic shift in India’s building materials market is redefining how a tile manufacturer can evolve into a diversified brand serving the full spectrum of premium home solutions. Asian Granito India Ltd (AGL), a long-standing name in surfaces and bathware, is transitioning toward a high-margin, digitally enabled, globally competitive enterprise with a target turnover of ₹6,000 crore over the next 4–6 years.
In FY2024-25, the company reported consolidated net sales of ₹1,558.52 crore, a modest 1.8% increase over the previous year. Export revenues in Q1FY26 rose 26% year-on-year to ₹63 crore, supported by its global footprint across Southeast Asia, Africa, and Europe. Notably, EBITDA margin improved by 204 basis points to 6.41%, reflecting Asian Granito’s strategic shift toward a higher share of in-house production, refined product mix, and cost discipline.
Backing this performance is a robust manufacturing ecosystem. AGL controls a massive tiles production capacity across categories of 54.5 million sqm per annum in FY 2025, besides aving India’s largest single-roof wall tile plant in Morbi. The facilities are being optimised under the company’s Enhanced Strategic Integration Programme (ESIP), which aligns production, warehousing, and logistics for greater efficiency.
“Premiumisation has become central to our growth strategy,” says Bhavesh Patel, executive director at AGL. “The market is moving beyond basic specifications—today, customers demand design, durability and hygiene, and we are aligning our investments accordingly.”
While tiles continue to anchor revenues, the company’s future clearly lies in new verticals. Quartz surfaces are emerging as a growth engine, particularly in kitchens, offices, and commercial spaces. Asian Granito’s strategic shift includes unlocking these opportunities by expanding the quartz portfolio and modernising its bathware and faucet divisions.
AGL’s restructuring of Amazoone Ceramics into AGL Industries has sharpened focus on high-growth product lines. The strategy is already paying dividends. According to Patel, “Quartz is gaining preference in the Indian market as consumers become more aware of its benefits. We are seeing strong momentum in Tier 1 and Tier 2 cities, especially among new homeowners and developers.”
The company’s national footprint, though extensive, has shown regional skew in favour of western and southern India. Asian Granito’s strategic shift now includes correcting this imbalance through zonal inventory models, region-specific marketing, and improved channel mapping in the north and east.
With 13 company-owned showrooms, 277+ franchise display centres, and 18,000+ dealer touchpoints, AGL is building a multi-layered distribution system. But rather than selling directly, these showrooms function as immersive brand hubs.
“Our own showrooms don’t compete with dealers—they elevate the brand experience,” notes Patel. “Once a customer sees the entire solution in one place, the dealer ecosystem automatically benefits from stronger pull and conversion.”
Digital tools are another pillar of transformation. Platforms like the AGL Tiles App and Elevate360 empower customers and channel partners to explore product collections, visualise installations, and track progress. These tools are being linked to backend CRMs to enable seamless sales journeys.
Simultaneously, brand campaigns featuring Ranbir Kapoor (Premium ka Pappa) and Vaani Kapoor (Bonzer7 launch) have injected new energy into AGL’s perception. According to Patel, brand-led inquiries have risen by 30% since the launch of these initiatives. This reinforces the brand’s shift from commodity-style transactions to emotionally resonant brand engagement.
Asian Granito’s strategic shift marks a deliberate evolution—from volume to value, from tiles to total solutions. By investing in high-margin verticals, correcting geographic spread, and embracing digitalisation and branding, the company is reshaping how building materials are positioned and consumed in India.
The leadership’s clarity of direction and operational prudence—evident in FY25’s stable topline and improving margins—position AGL as a serious contender in the emerging era of formalised, design-led, and digitally connected home solutions.
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