X Ceramics driving the rise of premium aesthetics in Bangladeshi homes

From energy challenges to global competition, X Ceramics is addressing industry hurdles while setting new standards in quality and aesthetics

Md Mamunur Rashid FCMA, Additional Managing Director, X-Ceramics Group. Photo: Courtesy

Over the years, I’ve seen Bangladesh’s ceramic industry evolve far beyond simply meeting local demand. The export market has been a major driver of this transformation. It has pushed us from basic, locally focused production to internationally aligned standards in design, quality, and operations. Today, we no longer just produce for domestic needs—we create design-rich, globally competitive products that appeal to international tastes. From modern tableware to stylish tiles and sanitary ware, our offerings reflect contemporary aesthetics and diverse preferences.

To meet the requirements of export destinations like the EU, USA, and Middle East, we have embraced rigorous global quality benchmarks. ISO certifications, FDA approvals for tableware, and CE markings are now part of our standard processes. The export market has truly acted as a catalyst, compelling us to raise our design capabilities, enhance production efficiency, and ensure we can stand shoulder-to-shoulder with global players.

Alongside this, I’ve witnessed a striking shift in what consumers value. In the past, functionality dominated buying decisions—people prioritized durability, utility, and affordability. Today, the focus has shifted towards aesthetics and personal expression. Homes are no longer just about utility; they’re about reflecting individuality and style. This change has reshaped how we think and work. We now collaborate extensively with designers and trend experts to craft products that balance utility with artistry. Tiles, tableware, and sanitary ware are no longer just household necessities; they’re lifestyle statements. We pay close attention to colour palettes, textures, patterns, and finishes, ensuring every piece contributes to a cohesive and visually appealing living environment.

This evolution is most visible in the transition from plain white tiles to bold, design-forward ceramics. It’s more than just a passing trend—it’s a reflection of rising disposable incomes, urban sophistication, and greater design consciousness in Bangladesh. Urban housing projects, luxury apartments, boutique hotels, and even mid-range residences are increasingly prioritising visual appeal alongside function. To keep pace, our industry has invested heavily in advanced technology, cutting-edge design capabilities, and skilled craftsmanship. We are no longer competing purely on price; we are creating collections that match global standards both in form and function. With innovation, branding, and consumer education, premium aesthetics are no longer aspirational—they’re fast becoming the norm.

Of course, challenges remain. Energy costs, particularly natural gas, are a critical concern. With recent price hikes and supply disruptions, we’ve had to rethink our strategies. In the short term, manufacturers are optimising batch sizes, shifting production schedules, and adopting more efficient firing techniques. We’re also embracing energy audits and waste heat recovery systems to reduce dependency on gas. Looking further ahead, we are exploring alternative fuels, solar integration, and advanced kiln technologies that improve thermal efficiency. Energy is no longer just an operational expense—it’s a strategic factor that directly impacts competitiveness and sustainability.

We also face intense competition, not only from local brands but from foreign imports, particularly in premium tiles and sanitary ware. Our greatest strength, however, lies in our ability to combine international-standard design and quality with a deep understanding of local preferences. Unlike imported products, we can react quickly to shifting trends, offer tailored designs, and provide superior after-sales support. Equipped with state-of-the-art machinery, skilled artisans, and ongoing investments in design innovation, we are now capable of rivaling global brands—while offering more competitive pricing.

One challenge that persists is our heavy reliance on imported raw materials like clay, glaze, and pigments. This dependency leaves us vulnerable to global supply chain disruptions and foreign exchange volatility. Shipping delays, geopolitical issues, and raw material shortages can disrupt production and compromise quality, while currency depreciation squeezes margins and complicates pricing strategies. Unless we strengthen backward linkages or find viable regional alternatives, this structural vulnerability will continue to be a hurdle for our industry.

In short, the ceramics sector in Bangladesh has made remarkable progress. We’ve transformed our products and processes to meet global standards, embraced design as a key driver, and invested in technology and skills. While challenges like energy costs and raw material dependency remain, our adaptability and ambition are what set us apart. I believe that with continued innovation and strategic foresight, Bangladesh’s ceramic industry is poised not just to compete, but to lead on the global stage.