NEW DELHI: Somany Ceramics, India's leading tile manufacturer announced a marketing Joint Venture with Keraben Ltd. of Spain. The new company to be called Somany Keraben Pvt. Ltd. would launch the designed "Synergy Brand" catering to the upwardly mobile Indian consumer. It will leverage Keraben's manufacturing facilities in Spain and other parts of the world, as also the ultra modern facilities of Somany under installation, bringing in the best through Spanish technology, Spanish glazes and designs.

Abhishek Somany, Joint Managing Director, Somany Ceramics Ltd, said "We have floated Somany-Keraben Pvt. Ltd. which will be a 50:50 equity partnership between Somany and Keraben Ltd to launch this new product. We are investing Rs.50 mn in this JV and are expecting revenues of Rs 500 mn in the next 2 years."

Commenting on the development, Keraben's CEO, Rafael Benavent said, "Somany Ceramics is a natural ally for us considering its corporate mentality, dynamic human team, innovative and strong brand presence and a robust distribution network coupled with its investment capacity. The joint venture intends to introduce elegant and innovative designs of tiles, and position tiles as a style statement". The "Synergy" brand is being introduced keeping in mind the evolving and aware Indian consumer who today demands the best.."

The product will be made available through a network of distributors all across India, as also through Somany Fine Line Stores. For a thrust in retail segment the company has devised a "shop in shop" concept where the product shall be displayed at select dealer counters in major towns & cities of India.

The Company is embarking on an extensive marketing campaign to create visibility and awareness of this new product. The product is aimed at the widely traveled connoisseur with a penchant for good things in life and who appreciates elegance with style. Synergy brand will also be exported to other neighboring countries.