Rahul Maheshwari on the Timelessness of Marble in Design

How did you and your family envision the Experience Centre?

Our vision for the Experience Centre stemmed from our deep commitment to our customers and the belief that such a facility was long overdue. It stands as a testament to our pioneering spirit, consistently driving change and introducing innovations in our industry. As retail evolves to prioritise customer experiences, we are proud to lead our category in this direction through our state-of-the-art Experience Centre.

The Experience Centre was created to transform how our customers interact with our products, allowing them to experience the quality, craftsmanship, and unique characteristics of our stones firsthand.

Every aspect of the EC’s design and structure aligns with these tenets. It is a symbol of our unwavering commitment to quality, attention to detail, and our passion for natural stone and its crucial role in architecture and design. I am happy to note that it is being seen as world-class and one-of-a-kind in the country and beyond.

Making home a personal experience? How does the company ensure every home they help create is unique in design?

While designing their homes, customers strive to bring their ideas to life through design and materials with the help of their architects and interior designers. Being natural stones, the products we sell are all unique in aesthetics in terms of colours, patterns, or textures, in a similar sense to the exclusive nature of a piece of rare art or a limited-edition watch. Marble patterns are like fingerprints with no two being similar. We offer a huge range of 600+ varieties across every type of stone and also provide various bespoke finishes across our natural stone collection to add an additional sense of depth and texture.

Architects and designers particularly appreciate this distinctive quality, as it allows for truly one-of-a-kind creations. The infinite variety and combination of possibilities further enhance the uniqueness of each project. In fact, the challenge often lies in attempting to replicate an existing marble design, which highlights its exceptional and exclusive nature in a positive way.

Our Experience Centre is one of the prime showcases of unique design and applications. We have curated 10 unique experience zones that demonstrate luxury living through the most fascinating implementations of marble and natural stones. From table tops to door knobs to chandeliers,  marble is combined with complementing materials such as wood and metal to create the most appealing spaces.

What are the principles that MCI operates by and why?

MCI operates on four core principles: Moral integrity, product expertise, consistent quality and unwavering commitment. These principles, refined over three decades, form the foundation of our commitment to delivering an exceptional customer journey that consistently exceeds expectations. Our founder, Mr. Rajkumar Ladha, embedded these values into the fabric of the company, emphasising unwavering dedication to customer support and excellence. This ensures that we never compromise on product quality or service standards.

What are some myths around using marble in interiors?

Myth: Marble is hard to maintain

Reality: Taking care of marble is straightforward if you follow simple standard protocols. Regular cleaning and maintenance and the occasional re-polishing enhance the life of the stone for years to come while also maintaining its natural glow and shine.

Myth: Marble cannot withstand polishing

Reality: Marble, when used in the industry-standard form of 20 mm thick slabs, is actually one of the few materials that can be re-polished on-site even after being installed. This extends the life and usability of the stone and preserves its mint-condition look.   

Myth: Marble is easily stained and damaged

Reality: Marble is a natural material, with each variant having distinct natural characteristics, varying physical properties and minor cracks and fissures. Therefore, it is important that each slab is processed using the right technology, procedures and raw materials such as resins and epoxies so that the strength and durability of the material are re-enforced. 

Some stones necessitate the use of sealants to avoid staining depending on the type of surface and nature of its intended use case. These treatments seal the pores which prevents any damage or blemishes from spills, reduces dirt accumulation and ensures a more hygienic surface.

Myth: Marble requires special cleaners

Reality: Regular cleaning with suitable cleaners keeps the surface clean and dust-free. Avoid regular floor cleaners and acidic or alkaline detergents, as they can cause permanent damage. Clean spills immediately with a damp cloth; if delayed, use baking soda and wipe with a clean wet napkin. Avoid abrasive materials to prevent scratches.

Myth: Marble’s porosity leads to bacteria breeding

Reality: Although marble is porous, sealing and polishing before installation prevents dirt and dust accumulation, hindering bacteria growth. Additionally, there are treatments that can be done to boost marble’s antibacterial properties, resulting in increased protection against unwanted microorganisms and germs.

Myth: Luxury marble decor is associated with preconceptions like being glamorous and loud

Reality: Many people have preconceptions about luxury such as associating it with being ornate or opulent. However, true luxury involves quality, rarity, craftsmanship, and attention to detail. MCI’s imported natural stones embody these attributes as they are sourced from exotic locations, with each slab representing unique natural artistry. Luxury is an emotion that evokes a sense of pride and accomplishment due to the uniqueness and value of the materials or services involved and using marble in your decor can instantly boost the luxury quotient in a stylish and subtle way.

How has the year been so far for MCI?

The year has been quite positive for MCI, being marked by numerous exciting developments. Our Experience Centre has seen an increase in the number of visits and has been extremely well-received, resulting in additional visibility from various parts of the world. We’ve observed a significant increase in the consumption of luxury goods, particularly luxury homes and materials.

Our presence is expanding in Tier 2 and Tier 3 cities across India, reflecting a broader market reach. We’re thrilled about the new products available and the quarries we’re collaborating with, which promise to bring unique and exciting offerings to our customers. Additionally, we’re noticing a shift in the aesthetics of architects and designers, who are increasingly pushing the boundaries of conventional styles.

Little known fact about the marble industry?

Some little-known facts about the marble industry are:

There is a significant difference between products “made abroad” and “sourced from abroad” 

Most of the marble available in India that is classified as “imported” or “sourced” from a foreign country is brought here in bulk as marble blocks that are later cut, polished, and finished by Indian manufacturers.

Truly imported international-quality marble undergoes extraction, processing and finishing abroad and is only then imported into the country. This ensures that the final product adheres to the most rigorous international quality standards. 

Only a few Indian businesses like MCI sell imported marble that is “made” abroad and only then sold in India as fully finished slabs from the top global producers, ensuring it is thoroughly quality checked and ready for installation the moment it reaches our shores. 

Names of marble varieties can be misleading

Companies using the names of popular marble varieties to upsell other, less-known product categories is unfortunately a common practice in the industry.

Renowned marble types like Statuario, Calacatta and Carrara are often highlighted to customers by falsely associating them with local varieties to create an impression that the marble they are considering is of higher quality than it actually is.

To avoid this, customers need to choose brands that are professional, transparent and provide information that is honest and true. Certain companies like MCI allow customers to choose individual slabs and ensure that those exact ones are delivered, while also providing details of the actual name, country of origin, import date, and more.

Where do you see the industry evolve in the next five years?

In the next five years, the industry is poised to evolve in several key areas:

Technological Advancements: Research & development is being done on newer technologies to enhance the extraction, processing and installation of natural stones. This will help in better resource utilisation and further enhancing the life of the product.

Growth of alternative/ engineered stones: Artificial and engineered products will become more prevalent due to the rapid advancement of technology.

Enhanced Customer Experiences: There will be a shift towards more experience-driven offerings, significantly enhancing the customer journey, which has been largely pioneered by MCI’s Experience Centre.

More Empowered Consumers: Customers will have access to better and more credible information, leading to richer and more informed brand interactions.

Increased Industry Disparities: The industry will see a clearer divide between the organized and unorganized sectors, as well as between top-tier and middle-tier players.

Affordable Segments: There will be a greater emergence of affordable product segments to cater to a broader audience.

Diversified Products: Due to the changing objectives and priorities of architects, designers and consumers, the industry will be forced to innovate and expand its offerings to keep up with the evolving demands.

Shift Towards Prefabrication: There will be a reduction in the scale of work and execution done on-site due to the inconveniences and limitations associated with it in favour of factories or other off-site facilities because of the additional control, higher standards of execution, increased quality, and lower turnaround times.

Changing Design Styles: The industry is evolving to accommodate different design philosophies like biophilic and sustainable design across every type of budget and preference.

What are the biggest opportunities in the sector right now and how is MCI using them?

The biggest opportunities in the sector right now are multifaceted, and MCI is leveraging them effectively:

Personalized Style: There’s a growing trend towards unique expressions of individual style. MCI taps into this by offering a vast product range, encompassing various types of natural stones across multiple colours, patterns, and designs. This enables customers to choose stones that are the perfect fit for their projects.

Innovative Finishes: Using simple materials with unique finishes and textures presents significant opportunities. MCI excels by introducing innovative and high-quality finishes in its marble offerings such as Flute, Knots, Quattro, Ripple etc., to name a few. Just like other superior quality products, MCI’s finishes employ the use of cutting-edge technology and design software while the final touches are done entirely by hand.

Desire for Aspirational Materials: The aspirational class in India is a key target. MCI is strengthening its brand presence to appeal to this demographic, ensuring its products resonate with their lifestyle aspirations. All of MCI’s products are fully imported and are brought into the country as finished slabs, thus fitting the demands of discerning customers who are willing to pay a premium for the absolute finest materials.

Marble Products and Artefacts Beyond Slabs: There are vast opportunities in the marble products and artefacts market for an alternative expression of art and design. MCI capitalises on this by continuously expanding and diversifying its product range, enabling the unique expression of art and design through marble. 

Brand Establishment: Establishing a strong brand identity is crucial. MCI focuses on building a brand that stands for luxury, quality and customer experience, ensuring that its reputation precedes its products.

Growing Aspirations: Brands will expand nationally and geographically, reaching new markets and customers, especially in tier-1 and 2 cities as customers become more willing and able to purchase luxury products like marble. MCI’s focus is to cater to the newfound aspirations of these emerging markets.

Demand for Unique Applications: The use of marble has transitioned from traditional applications such as flooring and walls to more unconventional uses such as facades, showpieces, and more. MCI has showcased various innovative applications in its Experience Centre such as an Onyx chandelier, Marble door handles and a 3-storey Statuario portal, just to name a few, highlighting how the imaginative possibilities of marble.

Tell us more about the emerging trends in the sector right now.

People are increasingly open to newer ideas and experimentation. Going beyond conventional applications such as floors and walls, combining materials, customised finishes, using marble patterns and designs to integrate an entire space or a multi-level application like a staircase, etc. For years, we have seen marble evolve from being used only for floorings and counters to now being used for wall cladding, facades, and outdoor spacing to create a seamless blend of aesthetics and durability.

These emerging trends have added a contemporary flair to this timeless material. The use of large slabs of marble also creates a visually stunning effect. These oversized slabs bolster the aesthetics of open spaces. Additionally, unique marble varieties such as Carrara, Calacatta, Emperado and Statuario featuring unique veins can be used for experimentation and personalization.

Marble is also now available in new and innovative finishes, adding a lot of character to any space. We’ve observed a surge in the growing popularity of book-matched marble, where slabs are cut and placed strategically to create a mirror effect as it adds a sense of drama, visual appeal and rarity. Other trends include combining premium materials such as wood, metal, or glass with marble. Additionally, we are also embracing the latest technology trends, such as integrating VR, which has the potential to elevate our customer journey.