Challenge to seek opportunity in a new Industry
“Shortly after the end of the World War II, my grandfather would often travel to the Tohoku region, which is the northeast part of Japan, carrying Minoyaki to sell.” Kenji Ukai, third-generation president of Nihon Ceraty, talked about the company’s history. After a history of business in ceramicware wholesale, now Nihon Ceraty’s core business is manufacturing and sales of bathroom sinks.
The company started to handle bathroom sinks about 10 years ago. Before that, they sold ceramicwares for wedding gifts but over time as wedding customs changed, less people used ceramicware as gifts thus the demand in the market decreased drastically. Toki city is the largest producer of ceramicwares in Japan, so they tried to develop new products which do not compete with other ceramic companies. One time while Ukai was looking at ceramic bathroom sinks, suddenly he came up with an idea. “What would happen if we made porcelain sinks?” Their challenge began.