Overview of Kajaria: India’s Leading Tile Manufacturer
Founded in 1988 by Ashok Kajaria, Kajaria Ceramics has grown from a single manufacturing facility with an annual capacity of one million square metres into India’s largest manufacturer of ceramic and vitrified tiles. Headquartered in New Delhi, the company has built a strong reputation for combining technological innovation, product quality and contemporary design.
Today, Kajaria has an annual tile-production capacity exceeding 87 million square metres and offers more than 4,000 tile options. Its extensive portfolio includes ceramic wall and floor tiles, glazed vitrified tiles, polished vitrified tiles, gres tiles, large-format slabs and specialised solutions for residential and commercial spaces. The company also serves complementary home-improvement categories through sanitaryware, faucets, plywood, laminates and tile adhesives.
Kajaria’s products are designed for bathrooms, kitchens, bedrooms, living rooms, commercial interiors, outdoor spaces, staircases, building elevations and countertops. Supported by major production facilities and an extensive network of dealers, display centres and retail outlets, Kajaria has made its products accessible to homeowners, architects, interior designers, builders and institutional buyers throughout India.
Challenges and Opportunities: Connecting Online Searches with Showroom Visits
Although Kajaria possessed substantial national brand recognition, maintaining consistent online information across numerous retail outlets remained challenging. Variations in showroom names, addresses, telephone numbers and operating hours created potential confusion. A customer might encounter an outdated contact number, an incorrect map location or conflicting opening hours while planning a showroom visit.
Duplicate or obsolete profiles also weakened discoverability. Multiple listings for one outlet could divide search authority, customer reviews and engagement signals, while closed or relocated showroom pages could direct customers to the wrong destination. These issues were especially significant for tile purchases because consumers often want to inspect colours, finishes, sizes and textures physically before making a final decision.
Kajaria also experienced limited visibility for high-intent searches such as “tiles showroom near me” and “floor tiles near me.” Appearing for broad searches was insufficient; individual outlets needed visibility within the specific neighbourhoods where customers were searching. Local competitors could capture prospective buyers if a nearby Kajaria showroom was absent from prominent map results.
These challenges created an opportunity to transform Kajaria’s showroom network into a digitally coordinated local retail ecosystem. By improving listings, keywords, content, reviews and analytics, Kajaria could guide customers more effectively from product discovery to physical showroom exploration.
Designing Stronger Local Discovery: The RightChoice.AI Partnership
Kajaria partnered with RightChoice.AI for a three-month engagement designed to strengthen store-level discovery and generate greater showroom engagement. The partnership focused on three objectives:
- Establish accurate and consistent digital information across outlets.
- Increase visibility for high-intent, location-based tile searches.
- Convert online discovery into calls, enquiries and showroom visits.
1. Enterprise Multi-Location Listing Management
RightChoice.AI’s Enterprise Multi-Location Listing Management tool gave Kajaria centralised control over its retail profiles. Every participating showroom listing was audited to identify incomplete, duplicate, inaccurate or outdated information.
Incorrect entries were corrected, while Kajaria’s name, address and phone information was standardised across all locations. Updated details were synchronised across Google, Apple Maps and Bing, ensuring that customers received dependable information regardless of the search or navigation platform used.
This centralised approach reduced the risk of customers calling an incorrect number, reaching an old address or visiting outside operating hours. Duplicate removal also concentrated each showroom’s reviews and engagement signals within one authoritative listing.
By establishing consistent listing governance, Kajaria protected its brand identity while making its multi-city showroom network easier to manage and scale.
2. Hyperlocal Keyword Optimization
Kajaria used RightChoice.AI’s Hyperlocal Keyword Optimization tool to align showroom profiles with the language customers used during product discovery. High-intent phrases such as “tiles showroom near me” and “floor tiles near me” were incorporated into relevant categories, product descriptions and service information.
The optimisation strategy also reflected local requirements. A showroom serving residential customers could emphasise bathroom, kitchen and floor tiles, while an outlet near a commercial development zone could highlight vitrified tiles, outdoor products or large-format slabs.
Product highlights and store offerings were presented more clearly, enabling potential buyers to understand what they could explore before travelling. This improved relevance in high-footfall retail areas and helped Kajaria appear during the critical moment when customers were deciding which showroom to visit.
3. Geo-Grid and Competitive Visibility Tracking
RightChoice.AI implemented Geo-Grid Visibility Tracking across major cities. Unlike a general ranking report, geo-grid analysis measured Kajaria’s visibility from numerous search points within each showroom’s surrounding area.
The tool revealed neighbourhood-level gaps where customers were searching for tiles but a Kajaria outlet was not appearing prominently. It also showed areas in which the brand already held strong visibility, helping teams understand the effective digital reach of each showroom.
RightChoice.AI also tracked Kajaria against local and national tile competitors. Competitive benchmarking identified micro-markets where alternative brands or independent retailers dominated local results. Kajaria could then target underperforming areas through improved keywords, categories, content and product information.
This locality-level intelligence enabled precise ranking improvements rather than relying on one broad campaign for every city.
4. Real-Time Store Analytics Dashboard
RightChoice.AI’s Real-Time Store Analytics Dashboard consolidated performance data from Kajaria’s showroom network. Management could monitor map views, website clicks, customer calls and direction requests through one central interface.
This visibility made it possible to compare results across outlets and cities. A store generating strong impressions but limited calls could be reviewed for unclear information or weak product communication. Conversely, strategies used by high-performing locations could inform optimisation elsewhere.
The dashboard also strengthened marketing accountability. Instead of distributing resources uniformly, Kajaria could prioritise cities and retail zones demonstrating stronger demand or greater potential for improvement. Data-backed allocation allowed local marketing decisions to be connected with observable customer behaviour.
5. Review and Reputation Management
Tiles are long-term purchases that affect the appearance, safety and value of a space. Customers consequently seek reassurance about design variety, durability, staff expertise and post-purchase support before choosing a showroom.
RightChoice.AI’s Review & Reputation Management tool helped Kajaria monitor and respond to customer feedback across stores. AI-driven sentiment analysis identified appreciation and recurring concerns related to showroom service, product availability, salesperson assistance and the buying experience.
Structured responses reduced the reputational impact of negative reviews while demonstrating that the company listened to customers. Positive feedback strengthened social proof among shoppers comparing showrooms online. Faster and more consistent engagement also helped improve average ratings and reinforced Kajaria’s credibility at the local level.
6. Bulk Content Publishing
RightChoice.AI’s Bulk Content Publishing feature allowed Kajaria to distribute relevant content across numerous showroom profiles without managing every location separately. Product launches, seasonal collections, showroom updates and design campaigns could be published efficiently while preserving brand consistency.
The tool also supported localisation. For example, Kajaria could promote anti-skid bathroom tiles in one market, elevation tiles in another or premium vitrified collections near high-value residential areas. This combination of central control and local relevance kept listings active and connected customer searches with appropriate product choices.
7. Store-Level Performance Tracking
RightChoice.AI’s Store-Level Performance Tracking connected visibility improvements with customer actions. Direction requests were measured as a proxy for showroom visits, while calls and website clicks indicated product interest and purchase consideration.
Map impressions were correlated with available in-store purchase information, enabling Kajaria to evaluate whether online discovery was generating commercial outcomes. The analysis also identified high-performing retail zones and produced city-wise growth reports to guide future campaigns, showroom support and expansion planning.
Final Results: Showroom Visibility Reimagined
The three-month transformation generated measurable improvements across Kajaria’s local customer journey:
- Mobile impressions increased by 83%, making showrooms more discoverable to customers searching on smartphones.
- Total impressions rose by 60%, expanding Kajaria’s visibility across search and map results.
- Call clicks increased by 48%, reflecting stronger direct customer interest.
- Direction requests grew by 41%, indicating greater intention to visit physical showrooms.
- 100% store-listing governance created a more consistent digital presence across the network.
These results demonstrate that better visibility produced more than profile views. It encouraged potential customers to contact showrooms and request directions, moving them further towards physical product exploration and purchase.
Final Thoughts: From Digital Discovery to Beautiful Spaces
Selecting tiles is a visual and highly considered experience. Customers may begin online, but many final decisions are made after seeing a product’s design, finish, colour and texture inside a showroom. Kajaria therefore needed digital discovery and physical retail to operate as one connected journey.
Through RightChoice.AI, fragmented listings became a centrally governed network, broad visibility became hyperlocal relevance, and isolated performance figures became actionable city-level intelligence. The combination of enterprise listing management, keyword optimisation, geo-grid tracking, review management, bulk publishing and real-time analytics helped Kajaria guide more customers from searches to showrooms.
Ultimately, RightChoice.AI did more than improve Kajaria’s rankings. It ensured that when homeowners, designers and builders searched for the tiles that could shape their next space, the right Kajaria showroom was easier to find, contact and visit.