Competition Intensifies, Aesthetics Becomes New Weapon in Materials Industry

Competition in the building materials industry is becoming increasingly fierce alongside shifts in the property and construction market’s needs. Products are no longer evaluated solely on function and durability, but also on design, usage flexibility, and aesthetic value that supports modern architectural requirements.

This situation is driving producers to introduce more diverse innovations. In addition to targeting large-scale projects, industry players are now adapting products for more limited spaces such as urban housing, commercial buildings, and renovation projects.

One evident strategy is adjusting product sizes for greater flexibility in use. Quadra, long known for its large-sized slab products, has launched a new line called Quadra eXential with more compact dimensions: 80x80 cm, 120x60 cm, and 100x100 cm.

Quadra and Roman leader Willie Low stated that the product is aimed at addressing increasingly diverse space needs, particularly in areas with limited floor space.

“eXential emerges as a solution for spaces with increasingly varied requirements, especially areas with limited space. With more flexible sizes, this collection helps optimise space usage without sacrificing aesthetics,” said Willie, as quoted from a press release on Thursday, 23 April 2026.

In addition to size, product differentiation is also achieved through a decorative design approach. Roman has launched Roman moZaik, which can be applied to swimming pools, kitchen backsplashes, furniture, accent walls, or room floors. The product comes with a total of 84 motifs, including four exclusive collections that combine ethnic reliefs and metallic colours.

According to Willie, diversifying product sizes is part of a strategy to reach a broader market. “This is for application in swimming pools, on tabletops, or even on walls. So we are the only ones in Indonesia that have the largest slab sizes from Quadra and also the smallest moZaik sizes from Roman,” said Willie.

From a technical perspective, the mosaic uses granite or porcelain tiles in the B1a category, which offer high durability for long-term use. The installation system is also enhanced through an innovative backing system featuring a stronger and neater net layer designed to facilitate installation.