Johnson Tiles, a division of Prism Cements, is consolidating all its product lines under its flagship Johnson identity, following which its existing brands for vitrified tiles Marbonite and industrial tiles Endura will be re-branded as Johnson Marbonite and Johnson Endura respectively.

To establish its unified brand identity across the country, Johnson plans to undertake an intensive marketing campaign and will spend 2% to 3% of its revenues towards this, Vijay Aggarwal, Managing Director, Prism Cement said.

The company has recently invested Rs 225 crore to increase the vitrified manufacturing capacity at its Silica JV unit in Andhra Pradesh. It has also set up a second bathroom product manufacturing unit in J&K and a new unit to manufacture engineered marble and quartz.

Post these investments, at peak capacity utilization, the Silica JV unit will potentially contribute nearly Rs 300 crore, the two bathroom products units will jointly contribute Rs 100 crore and the Engineered Marble and Quartz business will add Rs 150 crore to the company’s overall top line.  The funding of this capex will be made through a combination of debt and internal accruals, Aggarwal said.

Johnson Tiles is also setting up a pan-India network of Consumer Experiences Zones. These will take the form of Shop-in-Shops and will be branded as Johnson Arena, Johnson Class and Johnson Xclusiv. The company has set-up 32 such zones during the first half and plans to have a footprint of nearly 100 by the end of current fiscal.

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