This work describes a combined experimental-numerical study to characterize fine spray-dried powder used in the ceramic tile pressing process. A DEM-based granular assembly is endowed with a new set of scaling laws that allows for simulating reliably industrial processes using a much lower number of granules. To do it, a calibration strategy relying on three experimental setups is proposed; (i) compression test of bulk for granule stiffness, (ii) dynamic angle of repose and (iii) image analysis of the powder motion in a rotating drum for the intergranular and granular-boundary sliding and rolling friction coefficients. In order to evaluate the powder motion in a rotating drum, a robust method relying on a direct image analysis is proposed. This methodology makes it possible to quantitatively assess the frictional properties of the powder in contact with different surface materials. (C) 2019 Elsevier B.V. All rights reserved.