Page 21 of Corporate Profile by R.A.K. CERAMICS

trend setters the emphasis on technology the commitment to product development quality control creative innovative methods in manufacturing deliver the cutting edge in ceramics rak ceramics has a distinctive edge on all its rivals due to the wide range of technologies used to make a very wide range of products suited for very wide range of applications and budgets the trend now is to move to high value products catering to the premium markets such as those in europe the technology incorporated by the company has been the very latest in its field the latest state of art machines and equipments were inducted by rak ceramics over the years and the best tile designers in the world were used to convert concepts into reality the company was flexible to adapt the external market shifts and this continues to remain as the sustained strategy of being focused and aligned with market realities flexibility to external market also meant that the company had to be forward looking and anticipate changes in the market place as routine and address all such issues proactively 21

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