Abdallah Massaad

Ras Al Khaimah, a prominent city in UAE, has developed over the past 20 years into a jewel of ceramic manufacturing. Shining at its centre is RAK Ceramics - named after and headquartered in the city - the largest ceramic manufacturer in the world since 2010.

With a 2024 revenue of US$642.5m, operations across 150 countries and 12,000 employees, RAK Ceramics’s portfolio of stylish floor tiles, faucets and tableware 

furnish countless kitchens, bathrooms and bedrooms.

Led by Group CEO Mr Abdallah Massaad the manufacturer is embracing smart manufacturing to transform the sustainability, efficiency and customisability of its products. 

Manufacturing Digital spoke with Abdallah to discover more, hearing about his experience in the manufacturing sector and the company’s future ambitions.

What was your journey to become CEO of RAK Ceramics?

My journey has been shaped by over 25 years of experience in the ceramics and industrial manufacturing sectors. 

I joined RAK Ceramics in 2004 as a Marketing Consultant, where I assisted the CEO office in upgrading the company’s branding and positioning for future growth. 

I gained a deep understanding of the business, formally joining in 2006 as Deputy CEO, overseeing operations and the company's global interests. I worked closely with the leadership team on expansion initiatives and corporate governance, contributing to milestones such as achieving one billion square meters of global sales.

Since 2012, I have led RAK Ceramics as Group CEO, driving the company’s global operations and strategic vision. My connection to ceramics extends beyond professional expertise—it’s rooted in a passion for the industry’s potential to innovate and influence design trends, whilst advancing sustainability. 

Can you tell me more about your Innotech Lab and Smart Factory in Ras Al Khaimah?

Our Innotech Lab and Smart Factory are integral to our innovation strategy. 

We’re utilising IoT technologies to monitor and optimise our production processes in real time, reducing waste and energy consumption. 

These technologies have allowed us to improve efficiency and product quality significantly. 

The results include a measurable decrease in resource use and a reduction in our carbon footprint, aligning with our sustainability goals.

How are you using technology to meet current interior design trends?

RAK Ceramics is using our FlakeSet 3D shape technology and Sync Effect to align with current interior design trends that demand both aesthetic appeal and functional innovation.

FlakeSet technology, developed by our Innotech lab, creates visually stunning collections such as Flake Stone. This process involves incorporating atomised colour body powder flakes into the clay, which is moulded and fired at high temperatures. 

The result is tiles with a natural stone-like appearance, seamlessly integrating these design elements throughout the entire surface. This is ideal for applications like countertops and tile edges, where elegance and durability are crucial.

Sync Effect also allows us to achieve high-definition tile structures by embossing graphics and textures directly onto smooth or textured surfaces. 

This technology ensures the material merges seamlessly with the tile's body, producing designs that are rich in detail with realistic, tactile depth.

How are RAK Ceramics’s virtual visualisation tools changing how people experience ceramics?

These tools are a response to the growing demand for more personalised and interactive shopping experiences.

Our virtual tools, including the metaverse showroom, allow customers to explore and customise their spaces with our products in a digital environment, which significantly enhances the buying experience. 

What needs to happen for the transition to smart manufacturing to be successful?

For smart manufacturing to be successful, there needs to be a concerted effort from both the public and private sectors. 

At RAK Ceramics, we’re already seeing the benefits of smart manufacturing through our IoT-enabled factories. 

However, upskilling the workforce is crucial. We need to ensure that people have the right training and skills to operate in a smart manufacturing environment.

What is your strategy moving forward?

Our strategy moving forward is twofold: expansion and sustainability. 

While we strive to continue growing in key markets, we’re equally focused on leading the industry in sustainability. 

This means further investments in recycled materials, energy-efficient processes, and smart manufacturing technologies. 

Our 'reuse mineral' tiles are proof of our commitment to creating eco-friendly products. We’ll continue to innovate in this space in 2025 and beyond.

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