As India’s engineered quartz surfaces market enters a new phase of scale, design innovation, and global competitiveness, Ankit Jain, Founder & CEO of Specta Quartz Surfaces, is steering the company through a pivotal growth chapter. With the commissioning of a ₹250 crore state-of-the-art manufacturing facility and a renewed focus on technology, sustainability, and brand-led expansion, Specta is positioning itself as a future-ready player in both domestic and international markets. In this conversation with Machine Edge Global, Jain shares insights on scaling manufacturing capabilities, tapping emerging markets, strengthening export competitiveness, and navigating the evolving global demand for engineered quartz.
Specta Quartz Surfaces has commissioned a ₹250 crore state-of-the-art plant. What strategic gap does this new facility address in your growth journey?
The commissioning of our ₹250 crore state-of-the-art manufacturing facility marks a significant milestone in Specta’s growth journey. At a fundamental level, it strengthens our ability to meet the rapidly growing demand for engineered quartz surfaces in India, particularly as the category continues to see increased adoption across both Tier-1 and emerging Tier-2 markets.
As consumer preferences evolve, there is a clear shift from standard, neutral surfaces to more unique, modern, design-forward offerings. This plant is equipped with advanced technology that enables us to produce a wider range of finishes, colours, and formats with greater precision and consistency, allowing us to stay ahead of design trends and cater to a more discerning customer base. This facility will also enhance our capability to manufacture thinner, lightweight slabs. This will open up entirely new application areas beyond traditional kitchen countertops, including furniture, wall cladding, and other interior surfaces, thereby expanding the overall addressable market for quartz.
With the new plant scaling production capacity to 14 million sq. ft. annually, how does manufacturing scale directly enhance export competitiveness?
The new plant will allow us to significantly strengthen our position as a globally competitive manufacturer. Scale plays a critical role in exports, not just in terms of volume, but in consistency, cost efficiency, and the ability to service large, time-sensitive orders across markets. The higher capacity of production will allow us to optimise production costs through economies of scale, making our products more price-competitive in international markets without compromising on quality. This is especially important in a category like engineered quartz, where global competition is intense and buyers are looking for both value and reliability.
Additionally, increased capacity will give us the flexibility to cater to diverse market requirements. From varied thicknesses and slab sizes to a wider design portfolio, we can customise offerings based on regional preferences while still maintaining efficient production cycles.
Can you walk us through the key technological advancements in this new plant that differentiate Specta from other engineered quartz manufacturers?
Our manufacturing capabilities have been built with a clear focus on combining scale, precision, and design innovation, and the new plant is a significant step forward in that direction. Our existing facility in Bagru, Jaipur, spread across over 400,000 sq ft, already operates on advanced Bretonstone technology from Italy, which is globally regarded as the gold standard in engineered quartz manufacturing. It is powered by robotics and fully programmable systems, enabling high levels of consistency, precision, and quality control, backed by a state-of-the-art in-house laboratory.
One of the key differentiators is production efficiency. Our current high-speed line can produce close to 400 large slabs a day (10.75 ft x 6.5 ft), which is significantly higher than conventional alternatives. This allows us to scale without compromising on quality or finish.
The new plant is building on this foundation by introducing next-generation capabilities. It is capable of producing larger slab formats (up to 72 sq ft) which help reduce visible joints in expansive applications like large kitchens and island counters. At the same time, it has the ability to manufacture thinner slabs, including 7 mm variants, which unlock entirely new use cases such as furniture, shutters, and vertical applications.
We also use UV-stabilised resins to ensure long-lasting colour stability, even under exposure to heat and sunlight. Combined with a wider design palette and enhanced thickness flexibility, these advancements position us to deliver more versatile, high-performance surfaces that meet evolving global standards and design expectations.
You have earmarked ₹20 crores for marketing investments across India and the Middle East. How critical is brand building in a segment that has traditionally been manufacturing-led?
Engineered quartz is a product category that has traditionally been driven by manufacturing and distribution, however, brand building is becoming increasingly critical in this category. There is a clear shift toward design-led differentiation and consumer awareness. As more homeowners, architects, and designers become involved in material selection, brand recall and perception play a much larger role in influencing decisions. Today, it is not enough to be a strong manufacturer; it is equally important to build a brand that stands for design innovation, quality, and trust. This is especially relevant as the category expands beyond kitchens into living spaces, bathrooms, and furniture applications, where aesthetics carry significant weight.
In markets like the Middle East, where global competition is high and buyers are highly design-conscious, brand building becomes a key differentiator. Similarly, in India, as Tier-2 and emerging markets open up, there is a growing need to educate consumers about the advantages of engineered quartz and position it as a premium, aspirational material.
The North-East and South India are focus markets for domestic expansion. What opportunities do you see in these regions that were previously underpenetrated?
Our domestic expansion strategy is firmly focused on tapping high-growth, underpenetrated markets across the North-East, Southern, and Western India, with a strong emphasis on Tier-2 cities. We believe these regions will drive the next phase of demand for premium interior surfaces, as rising aspirations translate into higher adoption of design-led materials.
The North-East has traditionally remained underpenetrated for engineered quartz, but this is now changing. Improved connectivity, rapid urbanisation, and growing exposure to global design trends are opening up the market. Cities like Siliguri are emerging as key gateways, supported by infrastructure development and increasing investments in hospitality and luxury housing. We expect the eastern region to contribute close to 5% of our overall sales in the initial phase, with strong long-term potential.
South India is already a significant contributor to our business and continues to show robust growth. Markets like Hyderabad are witnessing accelerated residential and commercial development, driven by a thriving IT ecosystem and rising disposable incomes. The region currently contributes around 18–20% to our overall presence and is expected to grow to nearly 25% in the coming years, with Telangana alone projected to contribute 8–10% of revenues in the near term.
In Western India, cities like Ahmedabad are emerging as important growth centres. With increasing investments in infrastructure, a strong community of architects and designers, and a rise in luxury real estate developments, the demand for premium interior surfaces is steadily growing. Collectively, these regions reflect a powerful convergence of infrastructure growth, design awareness, and evolving lifestyle aspirations, making them central to our expansion strategy.
Sustainability is becoming central to global construction materials. What steps is Specta taking toward greener manufacturing practices?
Sustainability is a core pillar of our long-term vision, and we are consciously building our manufacturing ecosystem to minimise environmental impact while delivering high-performance surfaces. One of the fundamental shifts we are enabling is moving consumers toward engineered quartz, which is inherently more sustainable compared to natural stone. The extraction and processing of natural stone can be resource-intensive, whereas engineered quartz allows for more efficient use of raw materials, controlled production processes, and reduced wastage.
At a manufacturing level, we have implemented several measures to ensure environmentally responsible operations. Our facility operates as a zero-discharge plant. We also utilise biodegradable PVA films and have processes in place to recycle calibration waste, significantly reducing landfill impact. These initiatives reflect our commitment not just to eco-sensitivity, but also to maintaining high standards of employee health and workplace safety.
In addition, we are increasingly incorporating recycled materials into our production processes and continuously working toward optimising resource efficiency across the value chain. We have acquired globally recognised certifications such as LEED, GreenPro, GreenGuard, and ISO 14001, which underscore our adherence to sustainable sourcing, responsible manufacturing, and health-conscious product design. We view sustainability not just as a compliance requirement, but as a responsibility. Our focus is on building a future-ready manufacturing model that aligns with global environmental standards while meeting the evolving expectations of conscious consumers.
Looking ahead to 2026 and beyond, what structural shifts do you foresee in the global engineered quartz market?
India is poised to occupy a crucial spot in the global engineered quartz market, evolving from being a cost efficient supplier to a design-led manufacturing hub. At the same time, the long-term sustainability challenges associated with the mining of natural stone are becoming increasingly evident. This is accelerating the global shift toward engineered quartz as a more viable and responsible alternative. Within India, this transition is clearly visible. The acceptability of engineered quartz is rising steadily, not just in metro cities but also across Tier-2 markets.
From an export perspective, while markets like the United States have traditionally been key demand centres for Indian quartz, evolving geopolitical dynamics and market vulnerabilities are encouraging diversification. Indian manufacturers are now looking at expanding their footprint across newer international markets, while also strengthening domestic demand.