Mahendra K Daga The Visionary Who Transformed India’s Tile Industry

The journey of entrepreneurship in India has seen remarkable transformations since its independence in 1947. In the 1970s, the business landscape was vastly different from what we witness today. During this era, the country was grappling with the complexities of the License Raj, a regulatory framework that imposed production quotas on manufacturers across India. Navigating these regulatory hurdles required unwavering determination and passion, and one individual who exemplified these qualities was Mahendra K Daga.

Mahendra K Daga, driven by his entrepreneurial spirit, initially aspired to venture into the manufacturing of bent glass. However, his keen observation of a burgeoning market in sanitation led him down a different path. Recognizing the potential for growth in the sanitation industry, he envisioned the establishment of a tile manufacturing business and dedicated himself to its realization. This decision laid the foundation for Orient Bell Limited (OBL), a company that would ultimately become a pioneer in India’s tile industry. Establishing a business during the License Raj era was no easy feat. The government imposed strict production quotas, making it challenging for entrepreneurs like MK Daga to access essential resources such as land, labour, water, oil, and electricity. MK Daga’s relentless pursuit of his vision saw him spending up to 16 hours a day navigating the bureaucratic labyrinth to secure approvals.

In 1977, armed with his personal savings, MK Daga founded OBL in New Delhi. Despite the numerous challenges, he succeeded in building a company that achieved an impressive turnover of Rs 571.14 crore. Orient Bell Limited’s journey has been marked by diversification and innovation. MK Daga’s commitment to meeting specific customer requirements led to the development of a wide range of tiles. These innovations included germ-free tiles for environments like hospitals, schools, and airports, as well as cool tiles designed to lower indoor temperatures in hot regions. OBL’s Glazed Vitrified tiles (GVT) and ceramic tiles offer a diverse selection of sizes, colours, and SKUs to cater to the varied needs of Indian consumers. This versatility has set OBL apart in a highly competitive industry.

Milestones and Differentiators:

Orient Bell Limited achieved a significant milestone when it became a publicly-listed company. This step underscored the company’s commitment to transparency and corporate governance. OBL’s proactive approach to publishing quarterly results set it apart in the tile industry. In 2004, OBL obtained ISO 9001 and OHSAS certifications, demonstrating its unwavering commitment to quality and employee safety. The company’s dedication to excellence extended to its retail experience, with the establishment of over 150 OBL Boutiques across the country.

In recent years, OBL has witnessed an infusion of new talent, driving product innovation and digital solutions to enhance the customer experience. This commitment to addressing customer pain points has earned OBL recognition, including awards like the Realty+ Award 2020 for the best website and the most “Integrated Marketing Campaign.”

Challenges and Future Prospects:

Despite its success, OBL faces challenges, particularly in the context of the real estate sector’s underperformance. Issues like GST on power and fuel continue to impact the industry’s cost structure. Addressing these challenges and advocating for a streamlined tax structure remains a priority. Looking ahead, OBL aims to expand its reach by strengthening its network of over 2,500 channel partners across India. While the company has a strong presence in North and East India, it plans to extend its footprint to other regions, contributing to its continued growth and success.

Mahendra K Daga’s journey from navigating the complexities of the License Raj to founding Orient Bell Limited is a testament to his entrepreneurial vision and unwavering commitment. His ability to adapt, diversify, and innovate has transformed OBL into a pioneering force in India’s tile industry, poised for even greater achievements in the future.