MARKET
The earliest potter in Sri Lanka stood at his wheel as far back as 500 BC and his mind was filled with artistic traditions inspired by the surroundings. In his hand was one of the world’s richest clays, the raw material that has since helped Sri Lanka make a name for itself in the ceramics and porcelain industry worldwide. The techniques used centuries ago may seem rather basic by today’s standards, but the level of creativity that was part and parcel of the industry at the time added a touch of class and splendour to the end product. End products of this local industry came in the form of pots, goblets, drinking vessels and receptacles – and they reached the humble farmer and the powerful monarch alike.
While pottery has retained its artisan-like quality, it has become a global enterprise. Today’s consumers are more demanding and discerning than ever before. The rise in demand for home entertainment has been matched by the introduction of contemporary functional tableware. At the other end of the spectrum is casual tableware, for which demand has been fuelled by the phasing out of traditional family meals and the increasing incidence of solo eating, TV dinners and consumption of convenience foods. To meet the needs of these new consumption and lifestyle patterns, manufacturers have extended their range of products, thereby adding new channels of potential growth.
In the face of such challenging market fragmentation, a new segment has arisen: ceramic giftware. It caters to newer traditions such as gift giving, home decoration and investment. Despite the availability of alternative forms of gifts, ceramic products are still a much sought-after gift item. They add value to the giver, because the gift speaks of heritage and craftsmanship, and offers value for money.
This is a market that Dankotuwa Porcelain has dominated for over twenty years, being one of Sri Lanka’s largest manufacturers of porcelain tableware. Its key markets worldwide for premium porcelain tableware and giftware are the UK and Continental Europe, North America, the Asia-Pacific and Australia.
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ACHIEVEMENTS
Dankotuwa Porcelain’s illustrious brand names include Dankotuwa for the local and international markets, the premium designer brand Elan for the export market, and Laklain for the local and Asian markets.
Dankotuwa Porcelain is a thriving Sri Lankan organisation with an annual turnover of around Rs. 1,075 million. It employs over 1,150 people at its production sites and numerous distribution operations. Approximately 85% of its sales are generated from export orders.
Its products come from the most technologically advanced porcelain factory that enjoys unprecedented patronage in 25 countries, in five continents. Not surprisingly, the company has bagged the Most Outstanding Exporter of the Year on three occasions.
In addition, Dankotuwa Porcelain has won merit awards for exports in four years and awards for brand excellence, all of which are testimony to its tireless quest for both elegance and quality.
Its excellence in producing the highest quality tableware is also reflected in it securing clients that include some of the largest department stores in the US and Europe. It has, for instance, supplied the US department store Macy’s since 1991. It produces Ralph Lauren Dansk tableware and white-ware for Lifestyle stores in the US, El Corte Ingles in Spain, dinnerware for La Printemps in France and numerous upmarket stores in the UK – Selfridges, Debenhams, BHS and the House of Fraser to name a few.
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HISTORY
Dankotuwa Porcelain Ltd. is a public-quoted, limited liability company incorporated in Sri Lanka under the Companies Act No. 17 of 1982 and listed on the Colombo Stock Exchange. Its head office and factory are located at Dankotuwa. It is a joint venture between Sri Lanka and Japan, with an issued share capital of Rs. 452 million, held by over 3,000 shareholders. It has been in existence since 1984 and at present, the company has a production capacity of 9,000,000 pieces per annum.
The company has a workforce of over 1,200 employees and an annual turnover of Rs. 1.1 billion. Its main shareholders are International Ceramic Inc., Japan (27%), Employees Trust Fund Board (12%), Japan Petroleum Trading Co. Ltd. (10%) and Kokyo Tatemono Company Ltd. (8%), with the balance being held by other small institutional investors and the general public.
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PRODUCT
The company is a well-known producer of formal tableware decorated in gold and platinum. It also produces casual designs in a wide variety of elegant shapes and designs to suit different occasions. Its colour glaze and spray designs are the latest additions to the product range that is the envy of many.
At present, Dankotuwa Porcelain is engaged in the promotion of New Bone China in overseas markets as an additional product line to enhance the overall product appeal of the company’s portfolio. Raw materials which are sourced from Sri Lanka are combined with imports from countries such as Japan, New Zealand, Germany and China. The company has a hybrid manufacturing process which combines Japanese skills with German technology.
For formal occasions and banquets, the company produces exclusive designs with heavy gold and platinum. These creations come in gold or platinum border designs that are mixed with floral patterns for less formal occasions. To suit casual functions and the younger generation, elegant soft designs as well as bright and flashy ones are turned out to meet the full range of customer preferences. Another range of products contains in-glazed designs that are suitable for microwave ovens and are dishwasher safe.
Dankotuwa Porcelain’s dinner, tea and cake sets are most popular as wedding and anniversary gifts. Its new square and oval shapes have become the trendsetters in home entertainment. And Dankotuwa Porcelain’s hotel-ware comes in trendy shapes and can be found in many upscale restaurants.
The global market has been served with many new variations. These include products with extremely high levels of translucency and scratch-resistant surfaces, and those with hard chip-resistant bodies. They are created from raw materials such as kaolin quartz, feldspar, pottery stone, dolomite and talc, sourced from renowned worldwide sources and fired in a state-of-the-art kiln at 1,330ºC. The company uses the finest imported pigments of 24 carat gold and platinum, along with the highest quality colour pigments in its surface decorations – all of which strictly conform to food safety standards set by the Food and Drug Administration (FDA) of the US.
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RECENT DEVELOPMENT
Dankotuwa Porcelain recently introduced a new range of designs to the local market. This includes trendy shapes designed by famous European designers, which are available in the form of tea sets, coffee sets, dinner sets, tea and coffee mugs, and cake sets in a panoply of irresistible colours. These beautiful products are a stark reminder of the spirit of innovation and creativity, and of being crafted with mastery and finesse.
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PROMOTION
Promotional and marketing activities have been the driving force behind the Dankotuwa Porcelain brand and its communications. The introduction of a new slogan and in-store promotional material has dictated that the focus of activities be centred around communicating recent changes.
Dankotuwa Porcelain’s immediate goal is to redefine the art of dining in distinctive designs and elegant shapes that enhance lifestyles. The company continues to use a variety of traditional techniques ranging from in-store promotions and selected press advertising, including supplements in bridal and lifestyle magazines. Its extensive public-relations strategy is reviewed quarterly.
As an acknowledged trendsetter in porcelain tableware, Dankotuwa Porcelain is working tirelessly to maintain its position at the cutting edge of product development by building on its investments in areas such as the development of shapes. It maintains strict control over its production and marketing activities throughout the world, making the most of its high level of brand recognition.
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BRAND VALUES
Its exquisite designs, vibrant colours and peerless quality continue to fascinate buyers the world over. Characterised by individual artistry, innovative shapes and superior glazes, Dankotuwa Porcelain aims to stay ahead of the competition, hiring experienced designers from the UK to design new shapes and motifs.
The company has introduced several new shapes created by famous designers such as Jonathan Smith, Pamela Greaves and Professor Wolf Karnagel, and it is considered to be a trendsetter in the global tableware industry. Its state-of-the-art designs and shapes complement individual lifestyles. The elegance, sophistication and superiority of Dankotuwa Porcelain – especially its gold and platinum range, and the vastly improved imprinting of decals – have earned it a reputation for being the best in Asia.
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THINGS YOU DONT KNOW ABOUT Dankotuwa
♥ Dankotuwa Porcelain uses the finest imported raw materials. Its products are fired at around 1,330ºC, giving them that distinctive, high-quality body.
♥ It uses high-quality 24 carat gold for all its gold lines and decorations.
♥ Materials used for decorations are completely safe for food – they conform to the standards of the Food and Drug Administration (FDA) of the US.
♥ Water absorption on all Dankotuwa Porcelain products is practically zero – the slightest chip will not result in fungus formation, keeping the product bacteria free.
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www.dankotuwa.com
