From factory floors to design studios: How India’s ceramic industry in Morbi is reinventing itself

India’s ceramic tile industry, long known for its manufacturing muscle and competitive pricing, is undergoing a quiet but significant transformation. In Morbi, Gujarat, one of the world’s largest ceramic production hubs, the focus is shifting from just producing more tiles at lower costs. Manufacturers are now rethinking their approach, placing design, quality, and global appeal at the center of their strategy.

This shift comes at a time when international buyers are changing how they evaluate suppliers. Price and production capacity, once the primary factors, are no longer enough. As per manufacturers, importers are increasingly looking for consistency in design, precision in manufacturing, and the ability to align with global architectural trends. For Indian manufacturers, this has meant moving beyond a purely commodity-driven model.

A gradual move up the value chain
Morbi’s factories still operate at massive scale, contributing significantly to India’s tile exports. But behind the scenes, many companies are investing in new capabilities, from advanced finishing technologies to curated design collections.


Large format tiles, premium porcelain surfaces, and textured finishes are becoming more prominent in export portfolios. These products are designed not just for functionality, but for visual impact, catering to architects and designers who view surfaces as a key element of spatial storytelling.

“The industry is no longer just about volume,” said Nikhil Kanani, Founder Storico Ceramica, a Morbi-based ceramic manufacturer. “Buyers today expect design consistency and a certain level of aesthetic sophistication. That requires a different mindset, not just better machines.”

Changing demand, changing products
The shift is also being driven by evolving global design preferences. Minimalist architecture, seamless interiors, and natural textures are influencing how spaces are built across residential, hospitality, and commercial projects.

"Large format tiles, in particular, are gaining traction for their ability to create expansive, uninterrupted surfaces with minimal grout lines. These features are increasingly in demand in international markets, where design cohesion is often as important as durability," Nikhil Kanani said.

For Morbi manufacturers, adapting to these trends has meant investing in design development alongside production efficiency, a combination that was not always a priority in the past.

Supply chains and new opportunities
Global supply chains are also playing a role in reshaping the industry. As buyers diversify sourcing strategies, India has emerged as a key alternative manufacturing destination. But this opportunity comes with higher expectations.

Importers are seeking partners who can deliver consistent quality across batches, maintain design uniformity, and respond quickly to changing preferences. This has pushed Indian companies to upgrade both their processes and their product offerings.

Manufacturers that once relied heavily on OEM (original equipment manufacturing) exports are now exploring ways to build their own identity in global markets.

The rise of brand-led manufacturing
Another notable change is the growing emphasis on branding. Traditionally, much of India’s ceramic output was sold under foreign labels, with limited visibility for the actual manufacturers.

That is beginning to change.

A new generation of companies is focusing on developing distinct brand identities, creating design-led collections, and targeting specific markets with tailored products. This shift reflects a broader ambition, to be seen not just as suppliers, but as creators.

“Earlier, the focus was on fulfilling orders. Now, it’s about offering a design perspective,” the Storico Ceramica founder added. “We are seeing more conversations around collections, themes, and how products fit into global design narratives.”

Redefining India’s global image
This transition is gradually altering how India’s ceramic industry is perceived internationally. Once viewed primarily as a volume-driven sector, it is beginning to gain recognition for design capability and product innovation.

Industry observers say this evolution could shape the next phase of growth. As global markets become more design-conscious, manufacturers that can combine scale with creativity are likely to stand out.

Morbi, in many ways, sits at the center of this transformation. Its factories still power India’s export engine, but its ambitions are expanding beyond production lines.