Dynamic duo behind the global success of AGL home decor
The dynamic duo of Kamlesh Patel & Mukesh Patel could well be a case study in ideation, innovation, and global expansion. Giving wings to their dreams at the young age of 30 and 32 respectively, they launched their tile company Asian Granito in their hometown of Idar, Gujarat at the turn of the millennium in 2000. Two decades later, Asian Granito India Ltd (AGL) is a pioneering force in luxury surfaces and bathware with 14 manufacturing units in India, operations in 100+ countries, and a group turnover in excess of Rs. 1,663 crore.
Embarking on a journey of excellence, AGL expanded from tiles to a wide array of building materials and achieved over 65-fold growth in production capacity from FY 2000 to FY 2023. Their strategic integration and sustainability commitment reflect a vision for growth and societal impact, cementing their industry legacy. And their impactful brand campaigns, featuring Ranbir Kapoor, signify a commitment to innovation, creativity, and premium quality.
Today, AGL thrives on core values, driving impressive growth. Its logo symbolizes global aspirations and forward momentum, inspired by the ocean’s flow. The name reflects their aim to lead in Asia, with ‘Granito’ nodding to Idar’s granite legacy. Innovation and quality define AGL, seen in user-friendly one stop solution for luxurious surfaces and 3D Tile Visualiser features for convenient decision making.
“Our journey signifies evolution and expansion, promising safe, productive spaces worldwide,” say the duo in unison. AGL’s growth trajectory from a single product to global dominion is a testament to its visionary leadership. Founded by brothers Kamlesh and Mukesh, it overcame its fair share of obstacles with passion and perseverance.
Facing challenges in setting up operations due to the nascent state of the tiles industry, they persevered for months to install the plant. Initially focusing on floor and wall tiles, they quickly adapted to market shifts towards vitrified tiles. To sustain growth, they diversified products, expanded capacities, and embraced technology. Exhausting internal funds, they opted for a public limited company, launching an IPO in 2008.
With a vision for global leadership in luxurious surfaces, AGL has started warehouses in the Dubai and UK market. It also expanded into sanitaryware in 2019. Ever since, the company has grown to become a new-age luxury surfaces and bathware brand offering integrated building materials solutions – Tiles, Engineered Marble and Quartz, Sanitaryware, and Faucets under a single umbrella.
AGL’s management and core team devised a concise six-point strategy for achieving a Rs. 6,000 crore revenue goal by 2030:
1. Expand product portfolio and facilities, including India’s largest wall tile plant.
2. Enhance brand visibility with a celebrity brand ambassador like Ranbir Kapoor and boost social media presence.
3. Increase domestic touch points through more elegant showrooms and expand global market presence.
4. Strengthen international presence with new dealerships and subsidiaries.
5. Focus on in-house bathware manufacturing to provide smooth supply.
6. Intensify innovation efforts, particularly in large format slab tiles and Jumbo Quartz production.
7. AGL Showrooms are crafted with timeless elegance and help consumers and the designer community to choose best for their dream projects.
Speaking about what inspires them to constantly redefine the industry, the partners tell us, “Our inspiration lies in maintaining trust among stakeholders amidst evolving expectations and regulations. We aim to solidify our leadership in the Indian ceramic industry by consistently introducing innovative, value-added products. In the coming years, we would like to expand to other relevant building materials which complement our business.”
The company’s relentless drive is evident in its increased plant capacity, global presence, and diversification. Substantial investments in R&D yield products exceeding international standards, enhancing AGL’s brand value. Its goal is to craft a global legacy rooted in innovation, sustainability, and societal well-being. As an active member of the stakeholder relationship and corporate social responsibility committees, the brothers believe in leading by example.
This also justifies the numerous awards and accolades that reflect their achievements:
- Felicitated by ET Edge as Best Brand 2023 2nd time in a row
- Highest Productivity Award
- Brand AGL honored in the Vibrant Gujarat Summit 2015
- Fortune India The Next 500 in year 2018-19
- Mega Brand Award
- Economic Times Promising Brand
- Best Overall Display Award
- Member of IGBC and Certified Products by GRIHA Council.
With its impressive growth trajectory, international benchmarks, and renowned clientele, AGL demonstrates the strength and prowess of a tiger in the business world, always striving for excellence and dominance. It achieves this global leadership and trust by fostering a culture of empowerment and collective growth.
The future too looks promising, shares the duo with pride. With a diverse product portfolio catering to aesthetic and functional needs, the brothers now aim to expand to 120+ countries, establishing offices in key business hubs like the USA, Dubai, and Europe.
