A ceramic sourcing agent in India should be able to tell you which ceramic families it knows well, because tiles, sanitaryware and other ceramic products have different factories, different tests and different failure points. "We do all ceramics" is a weaker answer than "we do tiles and sanitaryware, and here is how."
The word covers more ground than most buyers expect. Before you hire anyone, decide which family you are buying.
The main families and what changes between them
- Wall and floor tiles, including ceramic, porcelain and vitrified, with tests for water absorption, breaking strength and surface quality. See what you can source from Morbi.
- Sanitaryware such as washbasins and toilets, where fit, glaze defects, flush performance and fittings standards matter more than shade. See how to audit a sanitaryware factory.
- Other ceramic goods, such as tableware or decorative items, which are made in other clusters and judged on food contact safety, decoration and breakage in transit. Ask any agent for evidence before accepting that it covers these.
Creston's ceramics work is focused on tiles and sanitaryware. If your product is outside that, say so in your first conversation with any agent and ask how it would find suppliers.
What a ceramic agent should check, whatever the product
- That the seller owns the kiln and the press, or at least the finishing line, and is not reselling.
- That samples come from current production and that bulk follows the sample.
- That the grade, defect allowance and packing method are written down.
- That a laboratory test matches the claim, for instance the absorption group on the tile.
- That the loading is inspected, since breakage and mixed shades happen at the packing stage.
Questions to ask
- How many ceramic orders have you managed from start to loading, and for which products? Ask for the product mix, not names.
- Can you give me a sample audit report with the client name removed?
- Which test methods do you use for my product?
- How do you handle rejected goods? A clear process shows experience.
- Do you take any payment from factories? See what registrations an agent should have and ask for the answer in writing.
Red flags
- One person claiming deep knowledge of tiles, sanitaryware, tableware and technical ceramics together.
- Promising Morbi pricing on products that are not made in Morbi.
- No mention of breakage allowance or packing method.
- Recommending a single supplier before asking what you need.
A decision rule for choosing a ceramic agent
Start with your product, not with the agent. If you buy tiles, choose an agent who can describe Morbi, the factory types there and the tile tests in some detail. If you buy sanitaryware, choose one who can discuss fit, glaze defects and the standards of your market. If you buy anything else in ceramics, ask the agent to show real experience of that product before you rely on it.
Then ask for the agent's process in writing: how factories are shortlisted, how samples are approved, how testing is done and how loading is supervised. An agent that has done the work will write this quickly and in specific terms. An agent that has not will write something general.
Finally, agree the fee model before work starts. A written fee that does not depend on the factory you choose keeps the advice clean. Our guides on agents paid by you or by the factory and how agents get paid explain the options.
How we work
We find and audit manufacturers, check samples and documents, have lots tested, and supervise production and loading. We work for you and take nothing from factories. You pay the factory directly and agree one written fee with us in advance. You can see the range in what we source, and you can book a free sourcing review to check whether your product fits.