REHAU has been in India since 1997 with local manufacturing in Pune, Maharashtra to cater to the local needs. While delving further into REHAU's fenestration business, Syed E. Hasan caught up with Mr. Ajay Khurana, the group's Chairman for South Asian region to know his perspective on uPVC window systems and its increasing acceptability in India. Excerpts:
What are the emerging trends in the window system industry? What are your latest offerings?
The acceptability of uPVC windows has increased and the testimony of the fact is that the market share of uPVC has gone up viz-a-viz Aluminium, which is currently enjoying lions share when compared to uPVC thus posing a rather challenging trajectory ahead of it.
When it comes to offerings from REHAU to its Indian customers, the standard sliding and casement windows are receiving greater attention. However, we also have high-end imported uPVC systems in stock, which includes lift & slide doors, slide & fold doors, uPVC louvers, windows and doors roller shutters and wide range of window supplementary solutions. The latest in this segment is uPVC Vertical Sliding systems from UK. Besides this, we have unique 'White' silicone gaskets against the normally available 'Black' EPDM gaskets for windows. We maintain enough stock to meet the needs of the market in that particular point of time.
What is your observation about the market for uPVC window systems in India in the last few years? What is holding the industry back?
In last three-four years, it has definitely improved. But for the required momentum, the mindset of the entire market has to be changed. For instance, in every purchase, especially for large projects where at least 200-300 windows are needed, the purchase decision is not made by an individual rather a group of people – including developers, influencers, consultants and purchase personnel – are involved. For the development of the industry, all the stakeholders have to think alike to get on to the right track. It has started happening, and we will soon see the change.
Why should one opt for uPVC window systems?
In my opinion, whatsoever be the material, it should be efficient, sustainable, and environment friendly. So, other material may save you on the face value but in the long-run it will not offer you the returns. Rather you would pay more on everything else as other materials are neither energy-efficient, nor sound or dust-proof. However, when it comes to high-performance uPVC windows and doors they simply outperform the alternatives in thermal ratings. Replacing older windows with highly efficient uPVC ones can save up to 20% of total energy consumed in a home. uPVC is a natural insulator, sealing cooled air inside the building structure. This is apart from its other attributes of safety and security.
Could you please shed light on the USPs of REHAU window systems?
Interestingly, by combining strong development capabilities with decentralized sales and service excellence, REHAU has become one of the top solution providers in the market. Also, uPVC window designs from REHAU are elegant, durable, and easy to maintain. They lend an element of style complemented by functionality for a solution that fits the needs and expectations of homeowners who demand the most from their windows. Furthermore, the comfort and safety of home is more than a strong roof and sturdy walls. The right design and installed windows & doors can make a great difference to a home not only aesthetically but also to bring in plentiful lights, sufficient air circulation, effective thermal and sound insulation and safety.
To create awareness about uPVC window systems among the industry stakeholders, what steps are you taking?
To create awareness, we keep meeting people in the industry; sharing with them the latest information about the global developments and any new innovations in the product. Apart from that, we are doing a lot of workshops; architect meets - both in-house and at architects' place, and active participation in the concerned exhibitions such as IGBC, Fensterbau, etc. In fact, the exhibition of such stature has important role to play. Going forward, we have put up a mock-up of all our products including windows, geo thermal, under-floor cooling, rain water harvesting, earth air tunnel, etc., at Prana, which is a fully built-up functional unit in the Bangalore International Exhibition Centre premises for specifiers and visitors to experience the emerging building technology.
Notably, we have come across a few new developers who are keen to explore the idea about using energy-efficient products in their ongoing or forthcoming projects. In the next one year, we would be focusing more on the educational programs involving our marketing team. In the process, we would be planning workshops, architect meets, and industry meets.
Where do you see Indian architecture moving? Where is the potential coming from?
Indian architecture is gradually moving to passive house or the net zero building wherein the house generates energy for its own consumption and in some cases it sells the surplus to the utility grid. For this, uPVC window system can become an important contributor.
Majority of our sales come from residential projects. However, increasing awareness of individual home owners is also pushing the demand brackets at retail level. In fact, individuals have gradually started shifting to energy-efficient solutions. Though we have done a few residential projects in North India, South is more open to new products and technologies when it comes to regional acceptability. This may be because of the IT revolution, which has enhanced the taste of the people there. They have become quality conscious with greater disposable income, and are ultimately pushing the technology bar up.
How important is the role of specifiers, when it comes to adding momentum to the uPVC window systems industry?
Specifiers are important for our industry. We keep meeting architects and energy consultants regularly and update them with new developments on products and technologies. At times, they look for newer products with differential attributes; they agree to use our solutions in their projects. For this, we have a dedicated team to cater to their requirements. Here I can add that our people are assets for us and provide us with the needed competitive advantage.
How do you address the dearth of quality workmanship, which has always been a major issue in India irrespective of the industry types?
We have standard program for our fabricators. When they join us, they work hand-in-hand with us for all the intricacies that go first in fabrication and then in installation of the windows both – off-site and on-site. We select our people after a lot of screening. Then we spend a lot on their learning and development. We need to have like-minded people in the market. This is because we believe that if we put right people at the right place 50% of the job is done.
We continuously keep them updated on new products or technologies; help them improve their skills on fabrication, installation, and technical know-how. We let them know, why uPVC is superior over other materials. Besides, we support them in setting up their fabrication units wherein we suggest them on the kind of machines they should opt for window fabrication. We also train their people on commercial matters. Every six months there is a training program for our fabricators. We also do regular audit of their facilities. Therefore, training is an ongoing process at REHAU, and is all about instilling right practices using the right materials without compromising on quality as there is no shortcut to success.
We have developed a team of around 30 exclusive fabricators spread across the country. They are our extended arms. In the next round of expansion, we plan to appoint at least one fabricator in each state's capital. We continuously work to improve their competencies and understanding of the products and processes.
