Indústria Cerâmica Andradense

What Indústria Cerâmica Andradense does

Indústria Cerâmica Andradense S/A ("ICASA") is a privately held Brazilian manufacturer of ceramic sanitary ware, founded on 3 October 1973 in Andradas, Minas Gerais, and headquartered at Av. Ricarti Teixeira, 1444. The company produces vitreous china bathroom fixtures — including conventional and coupled-cistern toilets, wall-mounted toilets with concealed siphons, pedestal and wall-mounted washbasins, support, drop-in and undermount basins, bidets, urinals, tanks, and complementary accessories — organised into 11 product lines (Asti, Bari, Vesúvio, Misti, Luna Speciale, Luna Medic, Sabatini, Etna, Sabará, Diamantina, Infantil) plus standalone product categories. Manufacturing is conducted at a single integrated industrial park in Andradas that incorporates clay grinding and benefiting facilities and robotic high-pressure casting machinery; the company also maintains a commercial office in São Paulo (Rua Domingos Rodrigues, 341, Lapa).

ICASA sells exclusively through B2B channels: a network of regional commercial representatives, construction material distributors serving small and medium retailers (the "pulverização" channel), and home-center and mega-store chains (the "grandes clientes" channel) under the brand "Icasa Louça Sanitária." Pricing is not publicly disclosed and is negotiated through the representative and distributor network based on volume, product line, and customer type. Certifications include ISO 9001:2015 (valid until 1 April 2028) and PBQP qualification (valid until 15 October 2025), the latter being a prerequisite for certain institutional and government-funded construction bidding in Brazil. The company has consistently ranked among the top three Brazilian sanitary ware brands alongside Deca and Roca since at least 2010, repeated as a Top of Mind Revenda Construção and Prêmio Anamaco recipient, and operates with a workforce of approximately 400 employees under family-controlled ownership anchored by the Teixeira family.

Name

Indústria Cerâmica Andradense

Legal name

Indústria Cerâmica Andradense S/A

Website

https://icasa.com.br

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

251–500 employees

Short description

Indústria Cerâmica Andradense (ICASA) is a Brazilian ceramic sanitary ware manufacturer founded in 1973 in Andradas, Minas Gerais, producing toilets, washbasins, bidets, and bathroom accessories for distribution through B2B representatives, construction material distributors, and home-center chains in Brazil.

Ownership category

akta.pro rank

Headquarters

HQ city

Andradas

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Sanitary Ware Products: Manufacture and sale of ceramic sanitary ware including toilet bowls (conventional and coupled cistern), basins, bidets, sinks, urinals, tanks, and accessories. Products sold through distribution channels to construction material retailers and home centers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Indústria Cerâmica Andradense (ICASA) manufactures and sells ceramic sanitary ware (louça sanitária), including conventional and coupled cistern toilets, wall-mounted toilets with hidden siphons, pedestal and wall-mounted washbasins, support/drop-in/undermount basins, bidets, urinals, tanks, and bathroom accessories. Products are organized into eleven branded lines (Etna, Sabatini, Vesúvio, Misti, Luna Speciale, Luna Medic, Sabará, Diamantina, Asti, Bari, and Infantil) and sold through distributors and home centers for residential, commercial, and healthcare construction applications.

Product overview

ICASA (Indústria Cerâmica Andradense S.A.) is a manufacturer of sanitary ware (ceramic bathroom fixtures) founded in 1973 in Andradas, Minas Gerais, Brazil. The company operates as a single unified product portfolio organized around multiple product lines rather than a platform-based architecture. The product range centers on toilets (bacias), coupled cisterns (caixa acoplada), and washbasins (lavatórios), supported by complementary categories including bidets, urinals, tanks, and accessories. The portfolio includes 11 distinct product lines: Asti, Bari, Vesúvio, Misti, Luna Speciale, Luna Medic, Sabatini, Etna, Sabará, Diamantina, and Infantil. Product lines feature multiple fixture types—conventional floor-mounted toilets, wall-mounted toilets with hidden siphon design, coupled cistern systems, pedestal and wall-mounted washbasins, support basins (cubas de apoio), drop-in sinks (sobrepor), and undermount sinks (embutir). The company also offers complete combo packages combining toilets with cabinets. The Luna line includes accessibility-specialized variants (Luna Speciale and Luna Medic), while the Misti line features sensor-activated models. The product portfolio spans residential, commercial, and healthcare segments.

Differentiator

Problem solved

Functional benefit

Brands

• Linha Asti: Product line of coupled and conventional toilets
• Linha Bari
• Linha Vesúvio
• Linha Misti
• Linha Luna Speciale
• Linha Luna Medic
• Linha Sabatini
• Linha Etna
• Linha Sabará
• Linha Diamantina
• Linha Mariana
• Linha Infantil
• Linha Cubas de Apoio
• Linha Cubas de Sobrepor e Embutir
• Linha Mictório, Tanque e Acessórios

Products and services

• Linha Etna

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Sistema FIEMG (Federação das Indústrias do Estado de Minas Gerais)coreStrategic or Co-development PartnerFIEMG federation supports ICASA through SESI (Service for Social Industry) programs including health campaigns, sports events, and Dia V volunteer day initiatives. FIEMG provides training resources, occupational health services, and industry development programs that benefit ICASA employees.
• SESI-MG (Serviço Social da Indústria de Minas Gerais)coreStrategic or Co-development PartnerSESI-MG provides occupational health services, health campaigns (vaccination, cancer prevention), sports sponsorship through 'Sacode a Praça' events, and worker health programs including SESI Odontovida dental care initiative. ICASA participates in SESI programs for employee benefit.
• Faculdade Pitágoras (Poços de Caldas)minorStrategic or Co-development PartnerNursing students from Pitágoras college conduct health activities at ICASA during vaccination campaigns and health awareness events, providing services to employees while gaining practical experience.
• Projeto Pró-Vida / Escola de Esportes Pró-VidaminorGTM or Marketing PartnerICASA sponsors handball and swimming teams from the Projeto Pró-Vida sports project, supporting youth athletics in Andradas. Teams have achieved regional and state competition success and visit ICASA to express gratitude.
• Etec Dr. Carolino da Motta e Silva (Espírito Santo do Pinhal)minorStrategic or Co-development PartnerTechnical school students in Accounting, Administration, and Logistics visit ICASA for technical training, learning about production processes, market participation, and logistics operations.
• SENAC AndradasminorStrategic or Co-development PartnerSENAC technical administration students visit ICASA facilities to learn about Human Resources management and people operations as part of their coursework.
• Correios de AndradasminorOthersICASA partners with local post office to fulfill Christmas letters to Santa from underprivileged children, purchasing gifts for hundreds of children in the community through CIPA-organized campaigns.
• Casa de Formação Santa TeresinhaminorOthersCharitable institution receives donations collected during ICASA-sponsored events; food items donated during Brazilian Military Selection match.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Celite: Celite is a Brazilian manufacturer of ceramic sanitaryware with comparable product breadth (toilets, basins, sinks) and similar mid-tier market positioning. It directly competes with ICASA in the Prêmio Anamaco and Top of Mind Revenda Construção rankings.
• Deca: Deca is Brazil's leading sanitaryware brand, owned by publicly traded Dexco (formerly Duratex). It directly competes with ICASA in toilets, basins, and bathroom fixtures through identical B2B distribution to construction material dealers and home centers across Brazil.
• Incepa: Incepa is a Brazilian manufacturer of ceramic sanitaryware and porcelain tiles. Its sanitaryware line directly competes with ICASA's toilets and basins through overlapping B2B construction-materials distribution channels in Brazil.
• Roca Brasil: Roca's Brazilian subsidiary of the Spanish multinational Roca Group manufactures and distributes ceramic sanitaryware in Brazil. ICASA is explicitly ranked alongside Roca as one of the top 3 sanitaryware brands in Brazil.

Broad incumbents

• LIXIL Group: LIXIL is a Japanese multinational owning American Standard, INAX, and Grohe. It competes broadly in global sanitaryware, including in Latin America, offering premium fixtures and fittings that compete with ICASA's higher-end lines.
• Ideal Standard: Ideal Standard is a European (Belgian/UK-rooted) manufacturer of ceramic sanitaryware and bathroom solutions. It competes with ICASA in commercial/institutional construction projects in Latin America and across its global commercial portfolio.
• Geberit: Geberit is a Swiss-listed European leader in sanitary installation systems (concealed cisterns, installation frames, piping). It overlaps with ICASA's coupled cistern and wall-mounted toilet lines (e.g., Vesúvio, Sabatini, Etna) as an alternative for premium/institutional projects in Brazil.
• Kohler Co. Kohler is a US-headquartered global leader in kitchen and bathroom fixtures with operations in Latin America. While not a direct mid-tier competitor in Brazil, it competes at the premium end and shapes category design/aesthetic trends that influence ICASA's product roadmap.
• Villeroy & Boch: Villeroy & Boch is a German manufacturer of ceramic sanitaryware and bathroom furniture with a premium positioning. It overlaps with ICASA's higher-end product lines in commercial/international-facing Brazilian construction projects.
• Toto Ltd. Toto is a Japanese multinational sanitaryware leader specializing in high-tech toilets and washlet products. It operates globally and competes in the broader ceramic sanitaryware category, including in Latin American commercial projects that overlap with ICASA's reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/icasaloucas

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indústria Cerâmica Andradense