Expat Chit Chat

Noritake invests millions on fine bone china

Ruwanthi Abeyakoon

Baron Ichizaemon Morimura the founder of Noritake established his dream of bringing the world closer by introducing the finest crafted tableware in the world.

Starting from New York he established the business in many countries around the world. The founder's philosophy was to be happy and prosperous together with other people around the world.

After completing the first hard white porcelain dinner plates in Japan in 1914, Noritake vigorously developed both beautiful and effective ceramics.

Today Noritake Japan, has evolved to new heights in technology and business with a multiple corporate body that leads all the cutting-edge industries of industrial products, tabletop, electronics and environmental engineering.

Since 1972 Noritake Lanka has supported the country's economy pouring foreign exchange. Deputy Chairman/ Managing Director, Nortiake Lanka Motoyasu Nakanishi joins Expat Chitchat this week.

Q: Can you explain the recent investment in the bone china project?

We have invested Rs 300 million for bone china project. We have already started manufacturing at the factory in Matale. We manufacture for the export market. The target markets are in USA and Europe. We will also release bone china products to the local market in the near future. There is a big demand for this product. Bone china is made out of pure bone ash.

Bone china production process has a complete different technique compared to white porcelain. The unique features of bone china products are low weight, low thickness and high translucency.

Q: Why did Noritake select Sri Lanka for this project?

So far Noritake has not allowed to manufacture bone china outside Japan. Sri Lanka is the first country to obtain permission for this project.

Having evaluated the high skills of the workforce, Noritake Lanka's huge contribution to the Noritake umbrella and the continuous 35 years of producing export quality products to the international market Noritake decided to commence manufacturing bone china here.

The country's development programme under the President and his vision also convinced Noritake to make this investment. We have to export 80 per cent of the production.

At present we export 65 per cent to USA. The rest we export to Europe, Middle East, South Africa, Australia and South Asian countries. Noritake is one of the biggest players in the ceramic field.

Manufacturing bone china is a big assignment. At present we produce about 4000 to 5000 sets.

We hope to increase the capacity as it will increase the foreign exchange into the country's economy. We use resources available in Sri Lanka.

Q: Why did you choose Matale as the location to set up the factory?

We set up the factory at Matale because of the raw materials available. Within seven miles you can find the best quartz, feldspar and dolomite. They are of fine quality. We need these materials in bulk. We use around 50 to 70 tonnes per month. We were happy with the raw materials available in Matale. So we set up the factory there.

Q: What opportunities did Noritake see in Sri Lanka?

There were lot of opportunities in the country. Sri Lanka is very much industrious consistent. Labour is adequate. We train the workers and Lankans are very good at this industry. Noritake was the first joint venture of the Sri Lankan Government with a Japanese company after independence. In 1972 we came with 25 per cent shareholding.

Noritake Japan was exploring the possibilities to have a manufacturing plant outside Japan. Taking the feasibilities in Sri Lanka into consideration they decided to have a manufacturing plant here.

Q: How did the company progress there onwards?

Up to 1989 there were no expansions. We started with about 600 employees. From 1989 we invested in the business time to time. We increased the shareholding from 25 per cent to 40 per cent in the first instance. We increased shares till we reached 100 per cent. We negotiated with the Government. The company also introduced modern know how to the country.

By 1995 we had done four expansions, investing more than Rs 1000 million in the country. Different body shapes and body materials were also introduced to the market. Our presence also transferred high technology to Sri Lanka.

We increased the number of employees up to 1200. With this the production capacity also increased. We manufacture one million pieces per month.

Q: How do you see the future of your business in Sri Lanka?

Ceramic is popular in the country. We have to adjust to the environment of the country. Business has been very successful in this country. We need the Government cooperation, which was highly extended to us in the past years.

We are trying to develop the bone china project to beat our competitors in the market. We will expand the market and will invest more. The country is lacking on infrastructure still.

The roads are developing and telecommunication is reaching the remote areas. Direct connection of Internet is improving. Comparing with the past, infrastructure has improved. It needs further improvement to develop businesses in the country. We hope that the Sri Lankan Government will support the ceramic industry.

Q: Do you find the knowledge of the local employees adequate to improve your business?

We train workers More than 300 workers were trained in Japan. We up grade their knowledge of latest technology, new production methods and operating automatic machines. Every three months we send about five to six workers to Japan. It is a moral boost for the employees.

Their living standards will go up. Workers will be recognised and rewarded for their dedicated service. We want them to think the Japanese way.

They are taught latest Japanese production concepts. The workers are involved in decision making. They analyse the defects and improve the quality of the products.

Q: How has the company performed in international business?

We are present all over the world. We have sales offices in USA, Canada, UK, Dubai and all over Japan. The company has performed very well. Noritake Japan was established in 1901.

We also have a manufacturing plant in Philippines. We are spread all over the world including Australia and Germany. Noritake is well known globally.

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My boss

Secretary to MD, Roshinie Basnayake said her boss is a perfectionist. " He needs everything done in a perfect manner.

He does not remind us when a task is given. He expects us to follow it up and complete the task.

I have been with Noritake for 12 years. I handle important documentation. I am punctual. So I don't find it difficult to work with my boss," she said.