In this interview with Anne Chua, Senior General Manager, Operations at Niro Ceramic Sales & Services, Business News Malaysia focused on the company’s growth and how it navigated the recent pandemic’s impact on its business.

Niro Ceramic Group stays ahead in the tile industry by focusing on dynamic product development, customer collaboration, and trend analysis. The Malaysian tile industry is witnessing growth due to increased construction activities, with sustainability emerging as a significant trend. During the pandemic, Niro Ceramic Group ensured continuity through diversified supply chains, remote work, digital transformation, and transparent communication.

The company’s prior supply chain resilience strategies proved effective in mitigating the crisis’s impact. Technology plays a crucial role in maintaining ethical supply chain practices, ensuring transparency and traceability. Niro Ceramic Group engages with stakeholders, including suppliers, employees, and customers, to promote a culture of ethical supply chain management through open communication and education.

Here are the question and answers:

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How does Niro Ceramic Group remain ahead of market trends and anticipate shifts in customer preference and needs in a niche business like tiles?

Our commitment to staying at the forefront of market trends in the tile industry lies in our dynamic product development process. Our dedicated product development team constantly explores innovative materials and designs, ensuring that our tiles align with contemporary aesthetics and functional requirements.

Another important aspect, we maintain a collaborative dialogue with our customers, including architects, designers, property developers, contractors, and homeowners, actively seeking their input and feedback to create customer-centric solutions. This hands-on approach, coupled with our ability to offer customisation and our regular trend analysis, allows us to anticipate shifts in customer preferences and meet their evolving needs effectively.

What is your opinion on the current state of the Malaysian tile industry? What are the significant market trends that have recently shaped the industry?

The demand for tiles in Malaysia is experiencing growth, primarily driven by the rising construction activities in the country. Malaysia’s ongoing infrastructure and real estate development projects have fueled a significant need for high-quality tiles.

In addition, sustainability has become a pivotal driving force in the broader building industry in Malaysia. Environmental consciousness and sustainable construction practices are rapidly gaining ground, with a growing demand for eco-friendly building materials and solutions.

Countering the effects of the pandemic

What strategies or tactics did Niro Ceramic Group employ to ensure company continuity and a continuous supply of products to customers during the pandemic?

We responded to the challenges of the pandemic with a multifaceted approach which included diversifying supply chains to ensure the availability of essential materials, swiftly transitioning to remote work arrangements where possible, and accelerating digital transformation efforts. Additionally, meticulous inventory management also helped maintain a balance between supply and demand, ensuring that vital products remained accessible.

We also prioritised the safety of on-site workers by implementing stringent health and safety protocols in manufacturing facilities. Also, collaboration with partners and suppliers, along with enhanced customer support through online channels, played a pivotal role in sustaining strong relationships with clients, as well as clear and transparent communication kept customers and stakeholders well-informed of any operational updates.

Did Niro Ceramic Group’s prior supply chain resilience strategies help during the pandemic? If so, how did these measures function to mitigate the crisis’s impact?

Certainly, our resilience during the pandemic was underpinned by a robust supply chain system that had been carefully established prior to the global pandemic. This preparation included measures such as diversifying supply sources, investing in digital technologies for efficient inventory management, and fostering strong collaborative relationships with suppliers.

These proactive steps ensured that when the pandemic hit and supply chain disruptions became a reality, we were well-equipped to respond effectively, maintain product availability, and continue serving our customers seamlessly.

The Niro Ceramic ethical supply chain

What role does technology play in allowing Niro Ceramic Group to maintain ethical supply chain practices?

Technology serves as the backbone of our ethical supply chain practices, which enables transparency and traceability. We are able to track production, analyse real-time data for prompt interventions, and maintain a ledger of transactions for verification.

Apart from that, we also commit to collaborative platforms to foster constant communication with suppliers, guaranteeing adherence to ethical standards. Furthermore, with the aid of technology, we are also able to understand our environmental impact, which includes evaluating energy consumption, pollution levels, and waste generation.

How does Niro Ceramic Group work with stakeholders including suppliers, employees, and customers to promote an ethical supply chain management culture?

We place a strong emphasis on fostering an ethical supply chain management culture by engaging closely with our stakeholders. This commitment starts with suppliers, where we maintain open channels of communication by setting clear ethical guidelines.

Within our organisation, our employees are educated about the importance of ethical practices, and an accessible grievance mechanism is in place to address concerns. Customers, as crucial stakeholders, are informed about the company’s initiatives, enabling them to make informed choices. We believe that this multi-pronged approach emphasises transparency, responsibility, and collaboration among all of our stakeholders, to reinforce a collective dedication to ethical sourcing and manufacturing practices.