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Raj Ceramics
ManufacturingRaj Ceramics
Raj Ceramics has been making customised refractory products for the steel and metal industries for 43 years under the Biyani family. The product is technical and the buyers are and the US, so the job was to explain it in plain language and make the company look its age in the right way, established rather than dated.
- 01Say what they actually doFirst task was a layman's explanation of refractories that a buyer could read without a technical background. Heavy wording was stripped out of every page.
- 02A site built around the productsEight key products on the homepage with hover images, no separate products page to click through, milestones by year on the About page, and dedicated industry pages for steel, iron, aluminium and copper.
- 03Show the factoryVideo, drone footage and real photography of the plant, the founders and the team, deliberately not corporate stock, since the export audience is judging whether the operation is real.
- 04Launch the channels togetherFresh LinkedIn and Instagram accounts at 8 to 10 posts a month, a coming soon campaign, and email signatures rolled out across the team so the launch had some noise behind it. Positioning settled on Reliable Refractory Solutions.
What search looks like for Raj Ceramics now
Refractory solutions sold to iron, steel, aluminium and foundry plants. Traffic and backlinks both climbed steadily, and Raj Ceramics is cited by name in Google's AI Overview for power and aluminium refractory searches.
4 monthly SEO reports, May 2026 to August 2026
Where they rank today
- iron and steel industry refractory solutions1
- aluminium refractory solution in india1
- foundry refractory solutions in india1
- expert refractaires1
- power industry refractory solution2
- aluminium industry refractory solution2
- power refractory solutions in india3
- power refractory solutions3
Positions as reported in the August 2026 client report.
Campaigns and posters
A blog and article banner set in the brand's navy and red, on why high temperature industries need customised refractory solutions, using real plant photography rather than stock renders.
“Temperature is not your enemy. Chemistry is.”
Line from the Raj Ceramics social series
22 pieces we made for Raj Ceramics
11 social media design · 10 carousels · 1 event posters
Asked about this work
What does Raj Ceramics actually sell?
Refractories, the linings used inside furnaces and ladles in high temperature industry. Not decorative or sanitary ceramics.
What did MarketinCrew do here?
A website and social media retainer, with technical content written for the engineering buyer.
Why go this technical on social?
Because the buyer is a plant or maintenance engineer. Softening the argument only loses their attention, so the posts take a position and back it.
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One team across the brand, the feed, the ads and the shoots.
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Social media design
Two lines of content. Myth and fact carousels that argue with the industry, thickness is a trap, joints are weak links, melting points are not the problem, each one answered with the chemistry. And event posts for appearances like the East Africa Steel Summit at the Sarit Expo Centre in Nairobi, with Rajeev Biyani, Director, named as speaker and the attending audience listed out so the relevance is obvious.