Proceedings of Annual Paris Business and Social Science Research Conference
7 - 8 August 2014, Hotel Crowne Plaza Republique, Paris, France, ISBN: 978-1-922069-57-3
RAK Ceramics: World’s Largest Ceramic Tiles and Sanitary
Wares Manufacturer Takes Their Brands to the World
Golam Mostafa Khan*
Ras Al Khaimah (RAK) Ceramics, a United Arab Emirates (UAE)-based company
founded in 1989, is currently the world’s largest ceramic tiles and sanitary wares
manufacturer with annual production output of 117 million sq. meters that generates
annual revenue of around $1 billion. The company, established by H.H. Sheikh Saud Bin
Sqr Al Qasimi, the ruler of Ras Al Khaimah and Supreme Council Member, started
operations in 1991. The company’s global production of tiles exceeds 360,000 sqm and
12,000 pieces of sanitary ware per day from its modern plants in UAE, China, Sudan,
Bangladesh, India and Iran. RAK Ceramics has over 8,500 employees in UAE and
15,000 employees worldwide and currently exports to over 160 countries. In recent years,
the company has initiated several activities in recognition of corporate social
responsibility and sustainability issues.
The company has 12 plants in the UAE, 4 plants in Bangladesh, 2 plants in India, 2
plants in China, 1 each in Sudan and Iran. It also has two sanitary ware production
facilities in Bangladesh and India. RAK Ceramics has emerged as a leading brand from
the UAE. According to a survey by the UK-based Brand Finance Middle East, it is the
fourth leading brand in the UAE behind Emirates Airlines, Emaar Real Estate and
Etisalat. The survey also rates RAK ceramics as the topmost amongst manufacturing
companies giving it an ‘AA’ rating. RAK Ceramics is a ISO 9001: 2008 and ISO 14001:
2004 certified organization. Under the leadership of Khater Massad, the company is
striving for global competitiveness, high-quality production and technological
advancement.
Although RAK Ceramics has become the world’s largest manufacturer in just over two
decades since its inception, the company management is wondering how to further
consolidate and strengthen its position in both the domestic and international markets as
well as to pursue further growth opportunities and position itself as a socially responsible
firm.
Key words: RAK ceramics, Middle East, internationalization, corporate social
responsibility, sustainability
Field of Research: Management
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*Associate Professor, Department of Management, Sultan Qaboos University, Oman. E-mail:
mostafa.khan@hotmail.com, gmkhan@squ.edu.om