RAK Ceramic Collaborates with Birla Pivot to Strengthen Tiles and Bathware Distribution
RAK Ceramics India has formed a strategic partnership with Birla Pivot, the digital-first B2B commerce platform, part of Grasim Industries (Aditya Birla Group). Under the collaboration, Birla Pivot will distribute RAK Bathware, Kludi Bathware, and RAK Tiles across its dealer network and digital channels in India.
The partnership brings together RAK Ceramics’ global design and manufacturing expertise with Birla Pivot’s pan-India distribution capabilities, supply chain infrastructure and strong network of projects and retail customers. Together, the two companies aim to deliver seamless support to developers, retailers, and project customers across India.
Under the agreement, Birla Pivot will sell the complete range of RAK Bathware, including sanitaryware, faucets, and allied solutions, along with Kludi Bathware, the premium German-origin bathware brand owned by RAK Ceramics. RAK Tiles will also be onboarded across Birla Pivot’s channels – retail, project, galleries, and digital marketplace ecosystem.
Commenting on the development, Abdallah Massaad, Group CEO, RAK Ceramics, said, “India remains a priority growth market for RAK Ceramics globally. Our partnership with Birla Pivot reflects our long-term commitment to building scale, accessibility, and a stronger customer experience across tiles and bathware in the country.”
Bobby Joseph, CEO – India, RAK Ceramics, added, “India continues to be a core growth market for RAK Ceramics, and this partnership with Birla Pivot aligns with our intent to scale in a more structured and future-ready manner. Birla Pivot’s integrated digital ecosystem reflects how the Indian building materials market is evolving, allowing us to expand access to our tiles and bathware portfolio while strengthening engagement across the value chain.”
The collaboration leverages Birla Pivot’s presence across developer networks, retail stores, multi-brand galleries, project channels, and its digital marketplace, supporting adoption across residential, commercial, and institutional construction segments.
Sandeep Komaravelly, CEO of Birla Pivot, highlighted how Birla Pivot is transforming the fragmented building material supply chain in India. “We are driving seamlessness and efficiency through our e-commerce platform, helping our customers simplify procurement through digital solutions, get access to a wider assortment and avail customised financing solutions. For sellers, the platform enables better inventory management, technology-led growth and unlocks new geographies. Our partnership with RAK Ceramics and Kludi will accelerate their growth in India while significantly strengthening Birla Pivot’s tiles and bathware portfolio,” he sai