Avantis Eyeing An Indian Foothold
Laying anchor on foreign shores is always a tricky proposition! Before venturing into the surroundings, you have to gauge the pros and cons, chalk a route map, and advance towards the destination. Those who do it arbitrarily end up nowhere! But for those who are meticulous in their approach, bounties galore!
In an exclusive interaction with MGS Architecture, Avantis Chairman, Mark Bromley, talked openly with us about Avantis participation in the ZAK Exhibition. Mark provided a brief insight into Avantis forward moving strategy for an emerging India Fenestration market.
Mark stated that Avantis came to the Zak Exhibition with a very open mind. His very words were, "We are here to listen, learn, and to hopefully meet like minded people who are as passionate about product quality and service as ourselves".
Our design team has many years of experience in the development of hardware products however; we also understand the importance of listening to what the local markets demand. This approach ensures that the people using our products have a voice in the product development process itself.
But how is Avantis strategizing its Indian operations? A confident Mark responded, "Well, the strategy for India is simple. This country needs hardware products, which are more competitive than European brands. With total control of the supply chain, from concept design to the finished product, combined with European specification and quality standards, Avantis has a sustainable competitive advantage over our competitors. The feedback from potential customers in India is that they are frustrated with the inconsistent quality of Chinese product but find European brands too expensive. Our price point will be deliberately positioned in between that of Chinese and European Manufacturers. We will launch the Avantis Sapphire Range for high-end and a sub-brand for projects. We will standardize the range, optimize the packaging, and ship products in bulk from our own facilities In India.
In fact, Avantis has gone one-step ahead of its counterparts by envisaging a production unit in India. "We are here to create brand identity and the best way to go about it is to pull the architects, developers, and consultants. As a part of our multi-pronged approach, and to ensure continuity, we propose to open a Design Centre in April, and if everything transpires in accordance with our plans, start a manufacturing unit in September this year.
For those who may question Avantis ability to succeed, and how it will bridge the culture gap between India / European style, in this dynamic fast moving sector Marks gentle, yet concise response gave a very clear indication into Avantis business Philosophy and attitude.
"We are small enough to care and strong enough to succeed" Mark Concluded.
Mark Explained
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