Safety Concerns Drive Shift in Ceramic Industry Strategy

Indonesian ceramic manufacturers are pivoting their strategy, recognizing that consumer preferences have evolved beyond mere design and price. Safety is emerging as a key consideration, particularly for areas in the home prone to slipperiness.

Areas such as bathrooms, kitchens, terraces, and poolside locations present a higher risk of slips when wet. This growing awareness means safety is becoming a significant factor in the selection of building materials. Jali Wijaya, Marketing Director at PT Platinum Ceramics Industry, observed this shift, noting that consumers now weigh safety alongside appearance.

"Lately, we've seen that people no longer just consider design when choosing building materials, but also safety aspects, especially for areas that frequently get wet. Therefore, the innovations we develop aim to meet both these needs, by providing a safer surface without losing its aesthetic value," Wijaya stated.

In response, Platinum Ceramics Industry is producing R12-standard anti-slip tiles designed for high-moisture areas. This standard offers superior grip compared to general-use tiles, making them suitable for wet environments. Wijaya added that the increased focus on safety indicates a functional evolution of building materials, moving beyond purely aesthetic concerns.

"For over five decades, we have continuously developed products relevant to the needs of the Indonesian people. Platinum Super Stop is our effort to provide tiles that also offer added value through the safety aspect, which is increasingly needed by Indonesian families," he explained. This consumer trend is expected to spur further innovation in functional aspects among ceramic producers, meeting the demand for building materials that enhance both design and occupant safety.