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For any business to survive and grow, it has to be aware of trends and innovations. As for flooring, Classic Marble Company (CMC) has a team of experts to bring novelty into its product. “CMC is India’s first company to introduce Process 360, an innovative technology that puts every marble slab through rigorous treatment to achieve unmatched strength and durability,� says Amit Shah, Managing Director, Classic Marble Company (CMC). After careful examination of the market and pilot-testing products with consumers, Welspun has realised that Indian consumers are different from global ones. “For example, Indians have a habit of washing their floors with water compared to vacuuming,� explains Mukesh Savlani, CEO, Welspun Flooring. “Naturally, to develop products that suit both the Indian consumer and geographic conditions, the role of R&D becomes the most important. Thus, we have invested around Rs 12 billion towards our Chandanvelly factory in Hyderabad.� Asian Granito India (AGL), too, has invested a sizable amount in R&D, product innovation and energy conservation, which has resulted in the introduction of many firsts in the tile industry, such as the 450×450 outdoor tile with 12-mm thickness, Slimgres tiles, online vitrified technology, the world’s whitest double-charge vitrified tiles, Carrara White, and more.