New Delhi-based Alstone Industries Pvt Ltd, which recently entered the wood plastic composite (WPC) segment, has launched the ‘sustainable flooring’ vertical with its FloorXTRA brand. The company’s research adroit Deepanker Garg speaks exclusively to SH about Alstone’s plans to take on the stone and wooden flooring industry, and how WPC flooring would turn out to be the darling of environment-conscious enterprises.
By Mrinmoy Bhattacharjee
What are the key USPs of your WPC floors?
Our FloorXTRA comes with many USPs. It is a 100% waterproof, termite-proof and fire-retardant product that makes it suitable even for bathrooms and kitchens. It is easy to install with a unique flooring locking system, giving an unlined seamless floor. As it is made with 100% virgin vinyl, the product does not emit formaldehyde and is eco-friendly unlike stone and wooden that degenerate our natural resources. It has a high density of 1.5 units, which makes it sturdy and super solid to use in high footfall spaces such as malls.
How does FloorXTRA flooring help in achieving green ratings such as LEED and SVAGRIHA, the assessment tools for sustainable or green spaces?
FloorXTRA WPC flooring boosts sustainability as the base material is 100% recyclable. It is made using wheat and rice husk, which is available in abundance and otherwise goes waste. It has zero VOC content and emits no harmful materials like formaldehyde and lead. Thus, we do not have to cut trees to make it and we do not have to harm the environment. Due to such features it is regarded as a green, sustainable product by LEED and SVAGRIHA.
How do you see the market for WPC flooring shaping up in the country?
At the moment WPC unlined groove mechanism has been launched for the first time in India. This product could actually create a new market by replacing wooden, stone, and all other types of flooring. Besides, WPC eradicates challenges related to wooden flooring such as termite attack, water attack, low life, durability, damage to flora and fauna, high volatile content, etc. With respect to stone, it mitigates issues like gross weight, high maintenance, damage to natural resources, difficult and expensive installation, etc. As a result FloorXTRA gives users an eco-friendly seamless solution which will be free of maintenance for lifetime. That is why we are envisaging a vast market share for this flooring category, and we will definitely enjoy a first mover advantage.
What do you think would be your growth drivers in this category?
Our company stands on four strong pillars that work as growth drivers. First is our continuous quest for bringing newer and enhanced world technology to India. Second is our highly technical, experienced and dedicated human resource. The third pillar is the huge market in the stone and wooden flooring segment. The most important pillar comes into play with the combined effect of all the three pillars, as this eco-friendly sustainable product is rated as green by agencies like GRIHA and can be enjoyed by users without causing any damage to the human race and the environment.
How are you aiming to build a dealer network for this product?
Alstone has a strong presence pan-India with a fleet of more than 600 dealers in various cities. As FloorXTRA is in its nascent stages, we are making its presence felt first in all the major metros. Within a short span we will be entering A, B and C categories of cities too.
How are you supporting your channel partners?
Alstone has strong and effective frontline sales teams which are consistently tapping projects and trade sales. Besides, the entire process of sales is backed by promotional activities like contractor workshops, carpenter meets, dealer meets, etc.