Pioneering Innovation Dinesh Vyas
From spearheading impactful marketing initiatives to introducing game-changing products
such as germ-free and X-ray shielding tiles, he has consistently focused on innovation, consumer education, and sustainability. In this exclusive interview with our Managing Director, PARVEZ MEMON, DINESH VYAS, Building Material Expert, Prism Johnson Ltd., reflects on Johnson’s milestones, market trends, and his journey, offering insights into the future of the ceramic industry.
What has contributed to H&R Johnson’s enduring relevance and success since 1958?
H&R Johnson’s success results from strong leadership and collective effort. Very few brands you would see remain in customers’ good books for such a long period. Since 1958, the brand Johnson has remained relevant and successful. The company had a legacy supported by bold moves like building the world’s most modern tile plant near Mumbai. Johnson and its sub-brands like Marbonite, Endura, and Porselano redefined market expectations in India, which are driven by innovation and product quality. At Johnson, I’ve focused on core business areas like sales, showrooms, new product development, and customer education, apart from marketing. While milestones like bringing a Brand Ambassador (Actor Katrina Kaif) for the first time in the industry and investment in display centres stand out, the real success lies in consistent quality and innovation.
How has the House of Johnson showrooms evolved to meet changing customer needs?
The current House of Johnson showrooms are second generation centres. The first generation, launched in 2001-2002, addressed challenges like limited dealer space and the rise of low-priced, unorganised competitors. As customers became more informed, these display centres allowed them to explore a full range of products and get expert guidance. Leading both generations of House of Johnson has given me valuable insights into customer behaviour and decision-making, which continue to encourage me to pursue consumer education initiatives.
Can you highlight some of the innovative products recently launched by H&R Johnson?
Innovation has always been a core strength at H&R Johnson. From germ-free, stain-free, and scratch-free tiles to high SRI tiles that reduce roof temperatures, the focus has been on advancing functionality. X-ray shielding tiles were recently introduced, replacing lead sheets in X-ray centres for better protection. The product line expanded from tiles to bath wares, giving customers related products under one roof. The Johnson bath division has since grown steadily. However, a noticeable gap in customer understanding of tiles leads to wrong choices. This is why I consider consumer education initiatives vital to ensure the right decisions are made education an essential part of marketing. Alongside these initiatives, internal improvements and strong marketing efforts continue as expected from a leading brand
How does H&R Johnson address the gap in consumers’ understanding and help them make informed choices?
In major cities, developers are now bulk customers, and their shift toward premium products, often guided by architects, has transformed their approach from simply “buying tiles” to creating standout designs for flooring and bathrooms. Timelines are critical, and with our large capacity and proven performance, developers rely on brands like us. While advanced technology has reduced visual differentiation, the focus is now on core quality and meeting precise project needs. I’ve also collaborated with architects to co-create products, blending their design vision with our technical expertise. As professional intervention grows, it benefits everyone, improving aesthetics and allowing manufacturers to focus on fewer, more impactful designs. Brands must adapt their marketing to embrace this reality.
What surface trends shape the home interiors market, and how is Johnson addressing them?
Surface trends have evolved, with architects favouring matte, non-reflective finishes, while individual housebuilders still lean toward shiny, polished surfaces. However, premium products are increasingly shifting to non-reflective finishes, with large-format tiles minimising grout lines for a seamless look. Natural stones, especially marbles, remain popular for flooring, with grey tones replacing beige in matte finishes. Large glazed vitrified bathroom tiles replace smaller designs, thanks to adhesives supporting heavier tiles. In short, large-format matte tiles and minimalism are on the rise, offering homeowners flexibility to change interior themes over time.
Can you share more about Prism Johnson Limited’s sustainability initiatives?
At Prism Johnson Limited, sustainability extends beyond manufacturing. We have green initiatives across our cement, tile, and building materials businesses. The company uses solar power, alternative fuels, and water recycling while ensuring energy-efficient kilns. Johnson was the first in the industry to receive carbon credits and has won awards for energy efficiency. Products like high SRI tiles further support energy conservation by reducing heat absorption. These efforts demonstrate a strong commitment to exceeding sustainability goals and contributing to a greener future in construction.
How has innovation in tile technology shaped H&R Johnson’s offerings?
Over the years, tile manufacturing technology has advanced significantly, profoundly impacting product quality and sustainability. As I said, innovation and quality are Johnson’s two most important pillars, and most innovative products were launched in India first. The tradition continues for anti-skid bathroom tiles, industrial flooring tiles, and patented compounds to make germ-free, stain-free, scratch-free, SRI, and X-ray shielding tiles. The company has been quick to bring the latest technologies to its plants.
How does H&R Johnson engage with and support the design community?
H&R Johnson provides architects and designers with various customisable products in different sizes, finishes, and colours to fit their project needs. Beyond that, we engage with the design community through initiatives like our journal INSIDE and the online platform, offering valuable insights and industry updates. I enjoy conducting sessions with architects to discuss new products, tackle tiling challenges, and share practical solutions. Co-creating products with designers has been advantageous, blending their creativity with our technical expertise. Ultimately, architects value ease in choosing the right products and getting timely deliveries, and Johnson is fully committed to meeting those expectations and supporting the design community.
