Leadership has the power to transform industries, especially in dynamic fields like construction materials and solutions, where adaptability, innovation, and sustainability are crucial. Visionary leaders not only open new frontiers for growth but also leave a lasting impact by fostering collaboration, enhancing operational efficiency, and embracing emerging technologies. Strategic decisions—expanding market reach, diversifying revenue streams, reshaping business models, and driving sustainability—create long-term value for both businesses and the communities they serve.
A Leader Shaping Markets and Minds
Ritesh Singh, Regional Director at LATICRETE Middle East & Africa region, epitomizes leadership that drives innovation and growth. He has played a pivotal role in expanding the company’s footprint across the region, establishing key manufacturing hubs, and spearheading a transition toward a retail-focused strategy as part of LATICRETE’s broader market approach.
By fostering collaboration and talent development, he brings to life ‘One LATICRETE, One Family’ ethos. His leadership has strengthened LATICRETE’s presence in Saudi Arabia’s evolving construction landscape, aligning with broader industry transformation and the Kingdom’s Vision 2030.
An Unexpected Journey: How It All Began
A career in construction was never part of Ritesh’s original plan. Fresh out of his MBA, he took his first role at LATICRETE— a company Ritesh Singh knew little about, back then. Yet, the more he learned, the more his passion for the industry started to take shape.
What excited him the most, was the ever-evolving nature of sales and business development, where each day presented fresh challenges and opportunities. He thrived on problem-solving, which led to strengthening his belief that growth stems from adaptability and resilience.
A defining moment in his leadership career came during the COVID-19 pandemic. While many companies faced significant challenges, Ritesh Singh and his team took bold, calculated risks and prioritized employee well-being. This strategic approach paid off, with the Middle East & Africa region achieving its strongest business performance during the crisis. Over time, his vision has evolved to focus on sustainability and innovation, driven by the conviction that unique solutions and continuous adaptation are the keys to long-term success.
Creating a Culture of Leadership & Empowerment
Ritesh Singh leads with the conviction that a workplace should function as a thriving community rather than just a business entity. By championing an open-door policy, he created an environment where employees at all levels feel empowered to share ideas, address challenges, and contribute to decision-making. This culture of inclusivity and collaboration fosters both personal and professional development, ensuring that individuals take ownership of their roles and drive collective success.
This people-first leadership approach has also shaped LATICRETE’s regional expansion strategy, ensuring that growth is not only market-driven but also built on a foundation of strong internal capabilities.
Expanding Market Presence
Navigating Market Growth and Legal Complexities
Expanding into new regions posed significant challenges, particularly in navigating diverse legal frameworks, regulatory requirements, and business environments. Ensuring seamless market entry required meticulous planning, strategic partnerships, and compliance with evolving local laws. By working closely with legal and regulatory teams, LATICRETE successfully adapted to new markets while maintaining operational efficiency and brand integrity.
Strategic Resource Allocation & Retail Diversification
Sustainable growth demands strategic resource allocation. By carefully evaluating ROI, market potential, and alignment with LATICRETE’s long-term vision, expansion efforts were prioritized to maximize impact. Recognizing the need for stability, a deliberate shift from a predominantly project-based sales model to a diversified retail strategy helped mitigate market fluctuations and create a more resilient revenue stream. This transition not only strengthened customer relationships but also enhanced market predictability and business sustainability.
As LATICRETE expanded its footprint across the region, it became clear that some markets required a more localized and tailored approach. Nowhere was this more evident than in Saudi Arabia.
Saudi Arabia: A Regional Powerhouse
Recognizing the evolving construction landscape in Saudi Arabia and the opportunities presented by the Kingdom’s Vision 2030, LATICRETE saw an opportunity to take its expansion strategy to the next level. While the company has been exporting to Saudi Arabia for many years, the unprecedented scale of upcoming projects called for a deeper, more localized presence. Establishing Saudi Arabia as a regional hub is a natural extension of LATICRETE’s long-term investment strategy, aligning with both its internal Vision 2030 and its broader commitment to sustainable growth. Saudi Arabia plays a pivotal role in LATICRETE’s long-term vision, reflecting the company’s commitment to shaping the future of construction across the Middle East and Africa through innovation, expansion, and professional development.
Future Roadmap: Innovation & Growth Strategy
Shaping the Future with Technology & Innovation
Innovation has been at the heart of LATICRETE since its inception, dating back to its founder’s pioneering advancements in tile and stone installation over 65 years ago. Today, the company continues to lead by integrating emerging technologies such as 3D printing, modular construction, and AI-driven tools like Building Information Modelling (BIM). By working alongside industry partners, machine manufacturers, and contractors, LATICRETE is shaping the future of construction.
Expanding the MEA Region
With LATICRETE’s own 2030 Vision, the company is expanding its footprint across the Middle East and Africa, regions teeming with untapped potential. While Europe and North America remain well-established markets, Africa presents emerging opportunities for growth and expansion. The goal is to establish fully operational subsidiaries in multiple locations by 2030, diversifying the product portfolio and strengthening market presence.
Sustainable expansion goes beyond physical presence—it requires investing in people. To support its growing footprint, LATICRETE is also prioritizing education and skill development across the region.
Empowering Professionals Through Education
Technology and innovation go hand in hand with education. LATICRETE has established dedicated training centers in every region it operates in, ensuring that contractors, architects, and builders have the knowledge and tools to use its products effectively. Ritesh Singh firmly believes in lifelong learning, encapsulated in his guiding principle: “Learn, unlearn, and relearn.”
His ability to anticipate and adapt to challenges has been instrumental in navigating global supply chain disruptions, such as those affecting Red Sea trade routes. By swiftly adjusting material sourcing strategies, delays were minimized, and costs were optimized. These experiences underscore his belief that true leadership lies in foresight, agility, and the ability to turn challenges into opportunities.
Ritesh Singh: Reflections and Lessons I’d Share with the Next Generation
1. Think Beyond the Horizon
Great leaders don’t just react to change—they anticipate it. The present matters, but the future is where real impact happens. If you’re spending all your time managing the now, who’s shaping what comes next? The best leaders dedicate at least 70% of their energy to building the future.
2. Stay Curious, Stay Agile
The world evolves—and you should too. Learning isn’t a phase; it’s a way of life. The smartest leaders know that what got them here won’t get them there. They learn, unlearn, and reinvent themselves constantly. Stay curious, stay adaptable, and never assume you’ve arrived.
3. Dare to Be Different
In a world where everyone competes, originality wins. The safe route rarely leads to extraordinary outcomes. Great leaders challenge the norm, break the mold, and embrace the unconventional. If you’re afraid of being different, you’re limiting your impact.
4. Elevate Others, Elevate Yourself
Leadership isn’t about power; it’s about people. The true measure of a leader isn’t their position—it’s their ability to lift others up. Empower, inspire, and invest in the people around you, because your success is built on theirs.
5. From Struggle to Success
Every obstacle carries opportunity. The difference between a setback and a breakthrough is perspective. The best leaders see potential where others see problems. Strength isn’t avoiding challenges—it’s using them to grow, evolve, and lead forward.
What Truly Matters
“You know, at the end of the day, I don’t want to be remembered just for what I achieved at work. Titles, deals, numbers—they all fade. What really matters is the impact you leave on people. I’d like to think that, in some way, alongside the amazing LATICRETE team, I helped make things better—whether that’s making construction smarter and more sustainable or just being someone who lifted others up. If I can leave behind something that keeps growing, keeps inspiring, even after I’m long gone—well, that’s a legacy worth having.”
Ritesh Singh
