“For exporters, entering a new market involves more than finding a buyer. It requires an understanding of local demand, product specifications, pricing, logistics and the expectations of importers and distributors. For Indian ceramic tile manufacturers, these factors will be central to exploring new business opportunities in Russia.” Yakov Syromyatnikov, Ecosystem Director, Mosbuild
India has established itself as a major force in ceramic tile manufacturing, with a wide product range, competitive pricing and the capacity to serve international markets. The next opportunity for Indian manufacturers is to understand what buyers in Russia and the wider Eurasian region need, and how they can build lasting business relationships in these markets.
For exporters, entering a new market involves more than finding a buyer. It requires an understanding of local demand, product specifications, pricing, logistics and the expectations of importers and distributors. For Indian ceramic tile manufacturers, these factors will be central to exploring new business opportunities in Russia.
What Buyers Look for in Ceramic Tiles
Ceramic tiles serve a wide range of applications, from residential kitchens and bathrooms to commercial buildings, hotels and public spaces. Buyers consider several factors when choosing suppliers, including design, durability, dimensions, finish, price and consistency of quality.
Product requirements also vary by application. Wall tiles, floor tiles, porcelain and vitrified tiles, decorative finishes and outdoor surfaces each serve different needs. Technical considerations such as water absorption, slip resistance, thickness and surface finish can influence product selection, depending on where and how the tiles will be used.
For Indian manufacturers, understanding these requirements is an important first step. A product that performs well in one market may need adjustments in its range, specifications or presentation to suit another. Importers and distributors may also look for a dependable supply of products across multiple designs and sizes, while project buyers may have specific technical requirements and delivery schedules.
Price remains an important consideration, but it is rarely the only one. Buyers also need confidence in product quality, delivery commitments, documentation and the supplier’s ability to fulfil repeat orders.
India’s Manufacturing Strength Meets a New Market Opportunity
India’s ceramic tile industry provides a strong starting point for international expansion. According to the India Brand Equity Foundation (IBEF), the industry was valued at approximately ₹62,000 crore in FY2023–24, with exports of around 590 million square metres worth ₹20,000 crore. India is also among the world’s leading ceramic tile producers and exporters.
This scale gives Indian manufacturers a strong foundation, but success in a new market depends on identifying where their products are competitive and commercially relevant.
Exporters need to assess the complete cost of supplying a market, including freight, insurance, duties, applicable certification and other import requirements. They must also understand payment arrangements, delivery timelines and the role of local distributors. These considerations are particularly important for small and medium-sized businesses entering a market for the first time.
Building relationships with the right buyers can help manufacturers understand these requirements before committing significant resources. Direct conversations also provide an opportunity to assess demand, compare product expectations and identify the most suitable route to market.
Why Russia and Eurasia Merit Attention
Russia and the wider Eurasian region are markets Indian manufacturers can consider as part of their export expansion plans. The opportunity should be assessed against actual demand, competition, regulatory requirements and the practicalities of doing business across borders.
For manufacturers, industry exhibitions offer a way to explore these questions directly. They bring suppliers together with importers, distributors, retailers, architects, designers and construction professionals who can provide insight into market requirements.
MosBuild, one of the region’s leading building and interiors exhibitions, provides such a platform. Its ceramics and tile segment brings together manufacturers and professionals involved in sourcing finishing materials for residential and commercial projects.
The exhibition allows Indian companies to present their collections, meet prospective buyers and understand how their products compare with existing market offerings. These interactions can help businesses assess buyer interest, discuss technical requirements and identify potential distribution partners.
The Federation of Indian Export Organisations (FIEO) is leading India’s participation at MosBuild 2027 through a dedicated India Pavilion. Scheduled for 30 March to 2 April 2027 at Crocus Expo in Moscow, the exhibition will give participating Indian manufacturers an opportunity to connect with professionals across Russia and the wider region.
Making the First Move
For a manufacturer entering the Russian market for the first time, the initial objective should be to understand the market as much as to promote its products. Conversations with prospective buyers can help clarify which designs and specifications attract interest, what commercial terms are expected and what steps are needed to establish a working relationship.
The work continues after the exhibition. Following up with interested buyers, sharing technical documentation, providing samples where required and responding promptly to enquiries are all important steps in developing a potential order into a business relationship.
Building Business Beyond the First Order
India has the manufacturing capacity and product range to compete in international ceramic tile markets. For exporters looking towards Russia and Eurasia, the next step is to match that capability with a clear understanding of buyer needs.
Knowing which products to offer, meeting the required specifications, pricing competitively and delivering consistently can help Indian manufacturers build credibility in new markets. For exporters looking towards Russia and the wider Eurasian region, long-term success will depend on understanding buyer needs, ensuring reliable supply and building lasting business relationships.
MosBuild 2027, with the India Pavilion led by the Federation of Indian Export Organisations (FIEO), offers Indian manufacturers an opportunity to connect with importers, distributors and industry professionals, gain market insights and explore potential business opportunities across the region.
The author is By Yakov Syromyatnikov, Ecosystem Director, Mosbuild
