Industry Take | October 2016
Window of opportunity
In conversation with Rajesh Chawla, Director, Veka India on the burgeoning fenestration industry in India.
Elaborate on the fenestration industry in India.
Currently the door and window profiles in India are dominated by aluminium and wood while fabrication is primitive. Un-plasticized polyvinyl chloride (uPVC) profile is the default choice the world over. It provides greater durability, stunning looks and energy efficiency by keeping out noise, dust, heat or cold. It is also more cost effective.
Demand for urban housing in India is expected to be nearly 13 million units by the end of 2018. Even if 10% of these install uPVC profiles, it translates to roughly 13000 tons of uPVC material requirement. We intend to capitalise on this possibility. Developers and realty majors like L&T Construction Co., Godrej, Raheja Builders, etc, are already using quality uPVC windows and doors.
What is VEKA´s contribution to the industry?
VEKA India is the fully owned subsidiary of Germany-based VEKA AG, which is the world´s second largest extruder of uPVC profiles. Valued at US $1.4 billion, the company had commenced operations in 1969. In India, VEKA has completed ten years of operations and is based out of Navi Mumbai, Maharashtra. Here it operates a 20,000 sq ft state-of-the-art warehouse and distribution set up, a fabrication training workshop and a window testing rig along with an application centre.
Does the unorganised market affect your business?
Yes. In the absence of benchmark standards in the country, cheap price becomes the criteria for everyone.
What is your retail strategy?
We have innovative solutions such as Slide & Fold, Lift & Slide and Tilt & Slide Doors and window systems like AD 70 series, followed by unmatched after sale service.
Which is your bestselling product?
In retail, it is Lift & Slide doors. For projects, it´s Casement & Slider systems for all sort of windows.
What is your USP?
At VEKA, we offer the highest classification of uPVC profiles to our partners.
What growth plans lie ahead?
In India, the growth of uPVC Industry has been around 20-25% annually and it is expected to continue for the next 5 to 7 years. The current level of uPVC consumption of 50,000 tons per annum is expected to reach 150,000 tons per annum. For VEKA India, we presently account for nearly 2.0% of the market size and our projection is to increase it to 5-7% over the next 5 years.
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