In the present invention, a process has been developed for the production of super white vitrified porcelain tiles having improved characteristics using clay, beneficiated feldspar and quartz, without or with lower quantum of zircon opacifier, at lower temperature of firing.Iron oxide (Fe2O3) and TiO2 content, contaminants in the raw materials, are kept to a minimum level as they lead to a colouration in the fired body. Beneficiated feldspar used in the present invention as flux is purified material, virtually free from Fe2O3and TiO2 and does not contain mica as detected by XRD study. Since,the porcelain body produced in the present invention is free from mica inclusion, the flexural strength and surface finish is improved significantly. The porcelain tile produced by the present invention possess higher flexural strength of 55 to 65 kg/cm2. Due to super white appearance of the porcelain body without zircon opacifier, amount of stain required to obtain the intended colour becomes less. Hence, it is possible to achieve cost savings on three counts, namely, elimination or reduction of costly zircon opacifier, consumption of less stains for clouration and lower thermal energy for the production of super white vitrified porcelain tiles having improved characteristics.