Tasnuba Akhter Rifa :
Local tiles manufacturers now meet around 80 percent of Bangladesh’s national demand, marking a significant shift toward self-sufficiency in the construction and interior finishing sector. With rising investment, improved technology, and growing consumer confidence, the domestic tiles industry has emerged as a key player, reducing reliance on imports and creating thousands of jobs across the country.
Rafiquzzaman Bhuiyan, Chief Executive Officer of Fu-Wang Ceramic Industry Ltd said in an exclusive interview with The New Nation. He emphasised the industry’s dependency on gas. Ceramic production requires a 24-hour uninterrupted gas supply at stable pressure, as any drop can ruin an entire production batch. Without a reliable gas supply, he warns, the sector cannot thrive.
He said ceramic production needs a continuous 24-hour gas supply at a specific pressure; any pressure drop can damage the entire batch.Currently, a 15 per cent supplementary duty is imposed on local tile production and 10 per cent on sanitary ware. Ceramic tiles and sanitary products are no longer luxury items, so this supplementary duty should be completely withdrawn.
Rafiquzzaman, a seasoned corporate leader with over 25 years at Fu-Wang Group, has played a pivotal role in transforming Fu-Wang Ceramic into one of the top brands in Bangladesh. A graduate of the University of Chittagong with further studies in business administration, he joined Fu-Wang Group in 2000 and rose to CEO through consistent performance. He now oversees the entire operations of the company-from production to marketing, HR to development.
Recently, Fu-Wang introduced 27 new tile designs, including ceramic wall and floor tiles, mirror polish, rustic, matte, and homogeneous tiles, which have been well received by architects, interior designers, and consumers alike.
One of his standout innovations is the launch of the “Picasso” brand, a premium tile line targeted at affluent consumers. These high-end tiles, comparable to imports from Italy, Spain, and China, are expected to reduce import dependency and save foreign exchange. Designed with international expertise, Picasso tiles have already generated significant market buzz.
Rafiquzzaman noted that local tiles now meet 80% of national demand, reflecting the industry’s growing capacity. Yet, sourcing raw materials remains a challenge. While clay was previously sourced from Durgapur in Netrokona, a court case by BELA halted local extraction, forcing reliance on imports from Malaysia, Thailand, China, and Taiwan. This shift has caused a substantial foreign currency outflow.
On the issue of taxation, he revealed that the ceramic sector currently bears a total tax burden of 32.25%, including VAT and supplementary duties. He urged the government to reduce the supplementary duty to 5%, especially considering the economic toll of the COVID-19 pandemic.
Excessive taxation, he said, is hindering the industry’s growth despite its status as a necessary goods sector.
Regarding employment, Rafiquzzaman highlighted that the ceramic industry employs nearly 2 million people, directly or indirectly, with Fu-Wang itself employing about 600 workers.
He stressed that the sector’s growth potential must be matched by policy support and utility infrastructure to sustain such large-scale employment.
Speaking about Fu-Wang’s branding efforts, he said they follow the motto, “Promotion leads to expansion,” investing in TV ads, billboards, banners, campaigns, and especially social media marketing to enhance visibility and customer engagement.
He cited a domestic tile demand of around 200 million square meters annually, a figure that’s growing rapidly as purchasing power increases.
Post-COVID, many countries are seeking to diversify away from Chinese suppliers-an opportunity Bangladesh must seize. He suggested the country should focus on sectors like pharmaceuticals, agriculture, telecom, IT, and skilled labor export.
On the infrastructure side, Rafiquzzaman proposed the idea of a dedicated economic zone for tile factories, which require large plots of land. Such zones, equipped with proper energy, transport, and utilities, would provide the right environment for the ceramic industry to flourish.
Fu-Wang Ceramics collaborates with Italian and Spanish designers to ensure world-class aesthetics and maintains strict quality control using imported raw materials. The company aims to be both customer-centric and environmentally responsible, understanding its connection to the broader housing and infrastructure sectors.
As a member of the Executive Committee of the Bangladesh Ceramic Manufacturers and Exporters Association, Rafiquzzaman continues to advocate for the industry at the policy level. He believes that Bangladesh must build a production-oriented economy by developing industrial sectors and skilling its young population. “Bangladesh is a land of possibilities,” he said. “To unlock that potential, we must work together.”
