India’s ceramic tile market overall is projected to grow at 8.12% CAGR through 2031, but its fastest-moving channel tells a sharper story: online retail is set to expand at 14.49% CAGR over the same period, according to Mordor Intelligence’s January 2026 market report. Direct-to-consumer platforms from organised players including Kajaria, Somany, and Orientbell – equipped with augmented-reality room visualisers – are enabling manufacturers to reach buyers without passing through the dealer network. Specialty retail stores currently hold a commanding 48.36% market share, but that dominance is under structural pressure as digital-first consumers increasingly research, visualise, and transact online before ever visiting a showroom. The trend is most acute in metro and Tier 1 markets, where design-conscious buyers are comfortable making high-value purchases digitally.
What this means for the trade: Dealers who only transact on price are most exposed – those who layer in design consultation, site measurement, and installation coordination are building a moat that an e-commerce platform cannot replicate.
