Dimex Championing the Cause of Quality uPVC Fenestration
Having spent a substantial duration of his life in Europe, Mr. Onkar Ahluwalia, is understandably of a more polished school of thought. It was during one of his visits to an exhibition in Germany when he got a touch-and-feel experience of uPVC doors and windows for the first time. "It immediately occurred to me that why shouldn't these products be introduced in India? And then, I started working on it with a concerted focus and I am glad that the efforts have borne fruit," he says excitedly.
Since 2007, Mr. Ahluwalia has been spearheading the Indian operations of renowned German uPVC window and door casement profile manufacturer Dimex. Today, Dimex India offers an unparalleled High UV formulation and Full range of uPVC window and door profiles. They are the smart, chic, suitable for retrofitting (old houses and flats), and in-sync with the upcoming requirements not only in homes but also hotels, hospitals, schools and corporate buildings. "I feel accomplished that I was able to bring to India, a door and window technology that can serve the purpose to the fullest," he says confidently.
Delving into the product details, he informs that Dimex's profiles are available for fixed and sliding windows, sliding doors, and casement windows and doors. "Profiles are 2.5 mm thick and available in various colours such as white, coated ral, and co-extruded, and wooden texture like laminated. The sophisticated designs such as slide and fold doors, lift and slide doors, and uPVC partitions are possible with Dimex's high UV-resistant uPVC profiles. Rigorous R&D has enabled us to develop these products."
According to Mr. Ahluwalia, what makes the uPVC technology ideal in India is a blend of attributes such corrosion and moisture resistance, thermal and acoustic insulation, abrasion resistance, and durability. Apart from these, the other major benefit is that uPVC doors and windows can be customized in accordance with individual needs and preferences, and this USP has given a strong push to this type of fenestration in a big way.
Nevertheless, he is of the view that uPVC doors and windows market in India has still not reached the desired levels. "Though uPVC fenestration has been in the country for nearly a decade or so, I still feel that it hasn't found enough exposure. Consumers don't know what they are buying. There's no particular organization guiding the industry. In my opinion, even the UWDMA (uPVC Window and Door Manufacturers' Association) hasn't taken enough initiatives. It's therefore not surprising that uPVC's share in India is a mere 6%."
The price-conscious Indian mindset, according to him, is a perennial hindrance. "Ours is a price-sensitive market, and the door and window fraternity has been used to relatively low-priced products such as aluminium and wooden profiles. But that is not possible with uPVC, as it's a high quality product." However, economical pricing is imperative if sales volumes are to be increased. Then how is Dimex synergizing quality-price conflict? "At Dimex," he explains, "we are not only concerned about selling. We believe in nurturing the market, so that it evolves to such a level where people put quality on top priority. We cannot compromise on quality and that's for sure. Our manufacturing unit in China is equipped with all the state-of-the art technologies, a hallmark of quality in itself."
Another notable endeavour of Dimex is the relentless effort it undertakes to train the applicators. "We have been in this business for six years and have trained more than 60 applicators. We feel that skilled labour is missing. Dimex has set up a training centre in Gurgaon wherein we plan to impart knowledge to at-least 6 applicators every month."
While concluding the discussion on a positive note, Mr. Ahluwalia foresaw uPVC fenestration making long-lasting inroads in India. "Builders, developers, and clients have benefited a lot, and will continue to do so in the coming years. The industry needs to work unitedly to ignite the chain reaction of awareness of uPVC windows. Dimex firmly believes that one day uPVC will enjoy over 60% share in Indian market."
