About
Tile and Ceramics Industry in Iran

An interview with Kamal Mohseni, a founding member of the Tile and Ceramics Association of Iran, and Board member of the Iranian Society of Mineral Producers and Exporters.

In light of the importance of tile production industry in Iran, and the potential market of Iranian tile products in Europe, we spoke with Mr. Kamal Mohseni, and Mr. Jafar Erza, Vice President of the Tile and Ceramics Association of Iran.

Q-Thank you for having us here. Mr. Mohseni, please give our readers a brief background to the tile, china and ceramics industries in Iran.

A-Iran has a long and shining history in art and tile industry, enjoying large resources of raw material, which makes it a perfect platform for the development of tile and ceramics industry.

Tile making in this land can be traced back to around BC 1250. Native people used to make glazed tiles; surface covering tiles, and Mina and the passage of time has only perfected this art, as well as industry, considering the technological progress and application of advanced tools and methods. Currently, Iranian tile and Ceramics industry produces various kinds of tiles and earthenware, floor-and wall-Covering tiles in many eye-catching designs colours and sizes.

Before 1339,the ceramic tile was produced in Iran by hand, and in small workshops, before specialised factories were set up.

Q-What is the artistic significance and precedence of tile making in Iran?

A-The precedence of tile making in Iran goes back to 5th century BC. A look at the historical monuments in our country, especially old mosques, quickly highlights the significance of this industry mastered into an unsurpassing art in old days, in a way that might not repeat itself.

Q-How is the current state of tile making industry in Iran, and how do you predict the future of the industry in our country? What makes Iran’s tiles special in the world market?

A-An industry can grow in both quality and quantity. The ceramic tile industry in Iran has had a very significant quantitative growth. Between 1376 and 1381, the production level has doubled, and is predicted to reach 160 million square meters by 1383.

But almost for sure, in the quality front the progress has been far more promising. The marked increase in exports, and the comments encountered during international exhibition all point to this fact. The product speaks for itself.

A similar growth is expected for the next decade, and it will not be far reaching when Iran will become a major international producer and exporter of tiles.

Q-What are the domestic consumption trends, considering the variety, volume and size? And what are your predictions in this regard, for the next decade?

A-Considering the population growth in our country, the use of tiles is also expected to naturally grow. However, the growth rate has not been in proportion with the production increase, in the first half of the last decade, and the trend has changed in the second half, showing a higher growth rate. It directly relates to the Iranian consumption habits and culture.

During the last several years, and in accordance to the opinion polls made, geometrical, abstract, and especially stone designs have attracted a lot of customers.

The sizes in demand are various, and include 20x30, 15x20, 15x15, 25x33, 25x37, 20x25, etc.

The next decade is expected to continue to observe a growth in using tiles, and considering the population growth in the last 20 years, as well as the evolving of the Iranian youth as the main market sector in Iran, a significant growth is expected.

Q-What are the tile export figures, for the previous years, and how do you see the future international market for the Iranian tiles?

A-The figures show that the growth of ceramic tiles export are not comparable with the production growth in Iran, of which reason is the domestic demand during the reconstruction period after the war, with many ups-and-downs.

But in general, considering the marked increase in both qualitative as well as quantitative aspects, the required increase in the non-petroleum exports, and the fact that the tile industry is less than 15% dependent on foreign resources; a very promising future is expected for the tile industry in Iran; one that will evolve into one of the major tile exporters in the coming years.

It should not be ignored either that improving Iranian tiles in quality, is the result of an object-oriented approach towards the issue.

Q-What are the prospects of investment – especially foreign investment – in the Iranian tile industry?

A-This issue involves: one; the amount and the method of investment in this industry, and two; the foreign investment.

The very significant growth of tile production in Iran, 30% in six years, shows the importance having been placed on investment in this industry. With foreign investment, this figure could be multiplied.

The new foreign investment law, as well as existence of an increased resolve to do the job, will surly lead to attraction of a considerable amount of foreign investment, besides the domestic investment by both Iranian public and the private sector.

With the world trade policy of concentrating production in regions with in-house potentials, Iran could be a very attractive place for production of ceramic tile for the worldwide market.

1. Export prospects;
2. Importer countries; and
3. Importers of raw material and technology.

The ban on imports of tiles to Iran, by last year, caused a lack of interest towards exporting to Iran by certain trading partners, including Italy, Spain, Turkey, and the UAE. But it has been a few years since there have been some movements of exporting tiles to Iran.

In regard to the raw materials, spare parts and technology, countries such as Italy, Spain, Germany and the UK can be mentioned.

Our major imports include: Turkmenistan, Uzbekistan, Kirgizistan, Tajikistan, Armenia, Georgia, Azerbaijan, Russia, Pakistan, Afghanistan, UAE, Kuwait, Qatar, Bahrain, Oman, Yemen, Greece, Cyprus, Bulgaria, Bangladesh, Sudan, Hong Kong, Brazil, Canada, Germany, Australia, France, Nigeria, Japan, Lebanon, Turkey and Iraq.

Q-How much, in your view, are the prospective international customers familiar with the Iranian tile?

A-Beyond doubt, exporting to 46 countries, and regular presence a substantial degree of knowledge of the world market for our producers, and of our quality products for the international buyers. I believe foreign buyers are very well familiar with the Iranian tile products.

Q-Are our Iranian exporters informative enough on the world market demand?

A-With new e-commerce techniques, no doubt each and every exporter or dealer has already met the requirement of getting a through knowledge of the world market.

In addition, the Iranian Export Development Centre has collected a good amount of information on the potential and existing markets, and our producers and exporters have access to such information.

Q-In your view, how much a need is felt for a comprehensive database of the Iranian an international tile industry?

A-Such a database could be very helpful. For the same purpose the Iranian Tile and Ceramics Institute has been designated as the official database in the country. Provided with national and international information and commercial figures, this centre could fulfil the needs of our producers. Such a centre could also act as a reference for both buyers and exporters, by analysing industry trends and providing categorised and up-to-data reports.

There should also be, however, a logical relationship between Iranian experts and commercial officers posted aboard, and foreign missions commercial secretaries, overseen by the Export Development Centre. Such a logical Liaison can have a positive effect on increasing the ceramic tile export.

Q-What is the significance of the government supports for the industry?

A-So far the government supports have been an important factor in the growth of the Iranian ceramic tile industry in Iran, which includes a mechanism of banning imports and promoting domestic production. However, with regard to reforming the economy to prepare to join the WTO, and deregulating imports, which has taken place in Iran, the government supports should be within the guidelines of the WTO charter.

Such legal supports not only are compatible with WTO’s regulations, but also are in line with globalisation objectives. However, to reach a sustained development, implementation of all the WTO’s chapter sections and regulations should become obligatory.

Q-What are you predictions for the final price of the products?

A-Iran, as well as many other countries experiences a certain amount of annual inflation, which affects the final price.

But with regard to the last question, it could be expected that by forming a correct, logical and legal economic, financial and industrial infrastructure, the final price would drop, to a level certainly lower than the current level. Positively, the recent movements to modify the regulations look quite promising.

Q-What has been done to promote the use of advanced technology, and improving the expertise of the personal involved, and have there been any programmes to train managers, engineers and workers?

A-No country can prosper internationally, other than resort to the efficient application of production know-how. As a result, countries support scientific and research institutes, and universities, and embark on boosting the technological knowledge of the industry.

In addition, many hi-tech companies also provide enough knowledge to the buyers, as an integral part of their responsibility towards the customer. In Iran too this approach has been taken up. However, there are very close co-operations with international scientific and research institutes.

Q-What are the problems on the way of production of tiles and chinaware in Iran?

A-Iran has had a long backlog history and art in the ceramic tile industry, and considering the present level of growth in the industry; it should find its true place in the world market.

Q-At the end, if you have any suggestions, to improve the production and export-especially to Europe-of the Iranian tile?

A-Iran’s geographical position, its resources and energy, its skilled working force are our potential strength, to be among the leading international producers and exporters.

It must be noted that we should consider improving our production quality, colours and designs, and we should be customer-oriented, because customer should be the first and most important priority for the producer.

Not only as the General Secretary of the Tile and Ceramics Association of Iran, but also as a producer – Saman Tile Co. – I personally give the requirements of the customers and their satisfaction the highest priority. A satisfied customer will help us reach our qualitative objectives.