Cerâmica Rosalino: Ceramics Industry Sector in Rondônia

Interview with Osvaldo Rosalino, Director of Cerâmica Rosalino

Could you introduce the ceramics industry in Rondônia to those who don’t know about this sector?

Today the ceramics sector within the state of Rondônia is very representative. It follows all the development and growth experienced in the state. As such we now have 80 ceramics producers here in Rondônia. 10 years ago, in 2003-2005 we set ourselves up knowing that Rondônia would have large growth mainly due to the factories that were being built here. So the sector prepared itself by organizing meetings between all the ceramics producers to build awareness of the situation here. We knew we needed new equipment to be able to increase our production and the quality of our produce. The Union for the Ceramics Industry in the State of Rondônia proposed along with the SENAI (The National Service for Industrial Knowledge), that we should have a specific laboratory for this sector. This laboratory is in the city of Cacoal. So today we can say that 10 years ago we prepared ourselves in the ceramics sector to accompany the development of this state.

What are the production prospects in the ceramics sector for 2013?

The industries in the ceramics sector in general are seeing continued investment. Today in the state of Rondônia, there are 10 ceramics factories with the largest and best kilns that you can find in Brazil. We have 8 or 10 of these kilns installed here in this state. So the prospects are very good, companies are continuing to invest in 2013 because they know that the state continues to grow and so the demand for ceramics is growing also.

What are the main challenges for this sector?

The challenge for this sector is to grow constantly along with the state. We must continue to modernise the sector. The ceramicists have to remain united. We have to have the best machines and equipments to increase our production rate and to achieve the best quality.

I would like to talk about your company Cerâmica Rosalino. Can you tell us about how the company started, what are your products and some key information?

My family, principally my father, came to Cacoal for the first time in 1975. We came here for many visits and during these visits many people living in Cacoal informed us of the natural clay deposits here that produced excellent ceramics products like blocks or tiles, etc. We saw that Cacoal was experiencing very good growth, particularly with wood residences. We thought that it was a good place to set up a ceramics business and so in 1985 we opened our ceramics workshop through financial incentives from the Banco da Amazônia. That is how we started the company that we still have today, it is now 28 years old and we continue to invest in it. We have one of these kilns that I said earlier were the best available and we hope to soon have another. We are using automation in producing blocks and tiles. We have many objectives and ideas in order to have and use all of these technological advancements within our company.

For the fabrication of tiles and blocks you need the raw material to make these products which is clay. Here in Rondônia the clay is a very good. Within the legislation that allows you to extract the clay, there is a chain of municipal, state and federal documentation and forms that you have to fill in. This is really important, because when you finish extracting the clay you have to fill in the space left after extraction. Here we have very good quality clay, and ceramicists are investing more and more within this sector. Cerâmica Rosalino today has clay that is not yet extracted, that can be extracted and sold over a period of some 20 years to come.

Apart from blocks and tiles, do you have other products?

Yes, we produce items with specific measurements. With the project ‘My House, My Life’, every company asks for different size blocks for construction, and we are able to adapt to all these measurements. We also make flagstones, threshing floors and Paulistinha tiles which are for lateral finishes. Whenever possible we can also produce certain bespoke items commissioned by the builders themselves.

How many employees does the company have?

We have 130 direct employees and perhaps about 150-200 indirect employees.

Your company distributes products not only within this state but also to other states in Brazil. Could you tell us a little bit about this distribution and whether you export to other countries?

Today, our production is limited within Brazil, particularly the northern region. However most of our distribution is here in Rondônia. We also distribute to Acre and to the northern region of Mato Grosso. Now in terms of exports, we deal with export and import companies here in Rondônia that distribute to Bolivia and Peru. So we do export our products but via these companies.

Apart from Bolivia and Peru, do you have plans to export to other countries?

Yes, we do have plans. Today our production is not quite adequate to deliver the quantity necessary for further exports. It all depends on the way the market is behaving. If tomorrow the internal market stops consuming all of our produce, then we will look outwards for new markets and clients. As all of our neighbouring countries are in the process of developing we could well attend to their markets.

What are the challenges for your company?

Our challenge is to continue working very hard with our own resources, with a team that is always unified within our company. This is a family company, we want to be continuously in harmony and we want to grow more and more, producing excellent quality goods.

Can you tell us about investment opportunities, is your company looking for partnerships of any kind, maybe technological for example?

Not at the moment. But talking outside of this company, if we were to start a new company and if the need arose for new technologies that another business could offer then yes for sure, we like challenges. We like to be growing.

What is your vision for your company over the next 2 or 3 years and what is your dream in the long term?

For the next 2 years we are investing in new technology and equipment. The intention of all companies is to invest in technology to increase production and quality. That is our dream and we are working on this. We hope that this state and the northern region continue to have good growth, so that there is always demand for our products. We don’t ever want to lose our grip on the market to other companies coming in from other regions, or other states. It is difficult because you need a lot of technology to produce a very good product. So our objective is to invest in this area. I hope that in the next 10 years we have an excellent successor so that we can have continuity with all the investment going on within this company.

What would be your message to a foreign investor considering doing business here in Rondônia?

20 years ago when I left my home to come to Rondônia, people used to say I was going to the end of the world. Now I can say that it is the beginning of the world, because we are seeing a huge expansion of the highways here. We are connected to the pacific through Peru; we are connected to Bolivia and Chile. There are highways being built that go to Venezuela and the Guyanas and other countries in Latin America. All these roads pass through Rondônia. So I see this state as being the beginning and the centre of development for sending products to all corners of Latin America.

Rondônia is a state that I have learnt to love. I found here a new challenge in my life, I have always had companies in the state of São Paulo and I have always been lucky but I have also learnt through all the stages that my business here was one of the largest challenges for me and the most satisfying too. I invite everyone to come and see Rondônia, it is a great state.