By : wadeindia | 18 May 2018 | TRENDING WADe TOPICS
Being Green is a Part of our DNA” says Madhur Daga, MD, Orient Bell Limited
Orient Bell Limited has been on the forefront of innovation in home decor. When it comes to innovation and advance technology, Orient Bell has many firsts to its name. They are pioneers in the manufacturing of digital, vitrified, ceramic and ultra vitrified tiles in India and the first to have an in-house European designer. Quality and durability, combined with the aesthetics of design and colour has transformed this leading tile firm into experts that offer extraordinary wall and floor solutions. OBL’s latest initiative of launching a chain of signature showrooms is to display the complete product range and help the retailers in concept selling. SURFACES REPORTER is glad to present an excerpt from Madhur Daga’s presentation on OBL during WADe Asia.
Madhur Daga: Orient Bell Tiles is in business since the past 50 years and we have been very careful of the environment. When my father started the business in 1970, we had two passions – ceramics and horticulture. So, being green was part of our DNA. We are very proud to be a green company. We have zero emissions into the environment.
“Even though tiles are a small contribution to an entire building, we think it’s a very important product because unlike cement or bricks or saria or iron, tiles are something you see every day. You cannot go into kitchen without looking at that surface, you can’t go into a bathroom without looking at the surface and now tiles are expanding to other areas as well, which is why it is essential that young architects really understand how they should buy a tile, why should they recommend a tile; what are the key considerations in choosing a product, and more.”
Most of our products have been certified as green. We reuse or recycle all of our process waste and we are also a zero-discharge. Annually, we recycle 40 millions of water. So there’s absolutely no discharge that goes out of our plant and we are very proud of it. We are also the first company in the industry to have completed the “environmental management standard” ISO 140001. Orient Bell is a member of the Indian Green Building Council.
We are in a business where we cover surfaces, but apart from the aesthetics, durability is something that is very important to every customer of tiles. So what we did was that we have a patent technology called, Forever Tiles, it is scratch-resistant to a level of 8 on most scale. So only corundum and diamonds are harder! From a point of view of being scratch-resistant, from the point of view of durability, I think we are very proud to have possibly the best product in the market. All of these are tested for any projects that require such certificates of course. We have several customers for our Forever Tiles and this is a just a small set. I move next to something we are very proud of which is – can we somehow figure for a way for tiles to contribute to better health, apart from being easy-to-maintain and durable. So, our second patent technology is called Germ-free Tiles and on-contact they kill 99.5% of disease-causing bacteria including the super-bugs, which are called so because they are highly resistant to antibiotics and the labs here very clearly show that on-contact our tiles do not let these bacteria grow, in fact they retard the growth of such bacteria. Something very important for everyone else to know is that apart from them being antibacterial, they are very safe to use.
The final part of my presentation is something that I’m most proud of as far as the company goes. Someone in the panel talked about “giving-back” and that’s something that we take very seriously. CSR is mandated by the Government, but we take far more than a mandate. This is the path that we’ve chosen. We’ve chosen the path of education. Ultimately I think education is the lowest common denominator of everything that we do in life.
Orient Bell’s CSR initiative takes a holistic approach towards improving the state of primary education in India. It began the first project under this initiative in Uttar Pradesh’s Til Begampur. They revamped the classroom setting with educative yet aesthetically pleasing digitally printed tiles with alphabets, numbers and maps. The washrooms were covered in patented germ free tiles that exemplified hygiene and sanitation.
“I know Vertica when Surfaces Reporter was literally just a baby. Today I am so proud & delighted that Vertica and her team have successfully created a platform like WADe Asia. I think there is a big ridge that one needs to cross – between getting a great idea, getting suggestions and executing it. In this country execution sometimes proves to be more difficult, we find battles about doing business every day. So I really want to give Vertica and her team a huge round of applause for having executed all of what she thought.”
ABOUT MADHUR DAGA
Madhur Daga is the Managing Director of Orient Bell Limited (OBL), one of the leading manufacturers of Ceramic, Vitrified, Wall, Floor and Digital Tiles that cover the entire range of applications for your living and working spaces.
An industry veteran, Madhur graduated in 1993 with a BBA degree from the University of Southern California (USC), Los Angeles. He completed his Post Graduation with a degree in International Corporate Finance from the University of New South Wales (UNSW), Sydney, Australia.
Subsequently, he pursued his entrepreneurial skills and set up a software business, which he sold in the year 2005. He then joined Orient Ceramics and Industries Limited as the Executive Director, responsible for the overall strategic direction and new product development. Post the acquisition of Bell Ceramics, Madhur was promoted as Joint Managing Director in the year 2013 and although responsible for the overall management of the merged company, in his present role, he spends most of his time leading OBL’s Product Innovation Team, Special Projects & interacting with key customers and stakeholders. In May 2017, Madhur was promoted yet again as Managing Director of OBL.
Madhur is an avid golfer who loves keeping himself fit, travelling & listening to all genres of music, especially jazz. As a Vipassana practitioner, his work-life balance is aided by daily mediation & regularly attending Vipassana courses across India.
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