Chettinad Tiles

The Founding Story of Chettinad Tiles

Nivedhia, Vignesh, and Prasanth, alumni of the College of Engineering, Guindy (CEG), embarked on a journey that combined their love for traditional craftsmanship with a modern entrepreneurial spirit. Together, they founded Chettinad Tiles, a company dedicated to preserving and promoting the rich heritage of Chettinad architecture.

The Beginning

The story began during their college days at CEG, where the trio often discussed their shared passion for traditional Indian arts and crafts. They were particularly captivated by the intricate designs and vibrant colours of Chettinad tiles, a hallmark of the Chettinad region in Tamil Nadu, known for its palatial homes and rich cultural heritage.

Inspiration

After college, the trio started a construction company and wanted to use Athangudi tiles for their projects. During a trip to the Chettinad region, they observed the painstaking process involved in creating these exquisite tiles. They saw artisans mixing cement, hand-pressing designs, and curing the tiles under specific conditions. Despite the stunning craftsmanship, they noticed that the quality of the tiles was often compromised to cut costs and increase profit margins, which pained them to see such beautiful art deteriorating.

The Idea

Determined to revive and sustain this traditional art form, the trio decided to start Chettinad Tiles. Their vision was to create a platform that not only marketed these beautiful tiles to a global audience but also provided fair wages and improved working conditions for the artisans.

Building the Business

They began by collaborating with local artisans, learning the nuances of tile-making, and understanding the challenges faced by the craftsmen. To ensure the quality of the tiles for their projects and others, they acquired a state-of-the-art facility and invested heavily in research and development. They overhauled many traditional processes, incorporated high-quality raw materials, and introduced a wide array of colours and patterns, effectively reviving the lost art of Athangudi tiles.

Recognizing that the tile industry was mostly unorganised, they brought structure and professionalism to the sector. With a dedicated team and excellent customer support, they established Chettinad Tiles as the most sought-after company for Athangudi tiles, known for their seamless collaboration with architects, builders, and clients.

Market Strategy

Chettinad Tiles quickly garnered attention for its unique blend of tradition and innovation. The founders leveraged social media and e-commerce platforms to reach a broader audience. They showcased the tiles in various exhibitions and collaborated with architects and interior designers who valued cultural heritage and bespoke designs.

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Social Impact

One of the core values of Chettinad Tiles was its commitment to social impact. The founders ensured that the artisans received fair compensation and benefits, significantly improving their livelihoods. They also invested in training programs to help the artisans upgrade their skills and adapt to modern techniques without losing the essence of their traditional craftsmanship.

Success and Growth

Through their dedication and strategic vision, Prashanth, Vignesh, and Nivedhia transformed Chettinad Tiles from a small startup into a renowned brand. Their products are now featured in homes, hotels, and heritage projects around the world, celebrated for their beauty and cultural significance.

Legacy

Chettinad Tiles stands as a testament to the founders' commitment to preserving traditional art forms while fostering sustainable development. Prashanth, Vignesh, and Nivedhia continue to innovate and expand, ensuring that the legacy of Chettinad craftsmanship thrives for generations to come.

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