New Delhi-based Window Magic, a manufacturer of uPVC window systems, is keen on increasing its distribution network and has put in place a phased plan for the same. In an exclusive interaction with Sourcing Hardware, the company’s director and CEO Manish Bansal shared that Window Magic would like to add around 100 dealers in 2019. “We are approaching network expansion in a phased manner. In 2019 we plan to add 100 dealers, focus on north India, and then gradually increase our street presence in other markets,” he said. Bansal also informed that Delhi-NCR, Haryana, Punjab and Jammu & Kashmir are the markets for the first phase of retail expansion.
The company has 22 dealers at present. The need to increase retail presence is based on the company’s overall plan to be retail-oriented. “By 2020 we wish to be a 100% retail company,” Bansal averred. He asserted that a strong distribution is needed to scale up the window systems business and that the final destination has to be the sales point. He added that at present only 5% of sales of Window Magic is accounted for by channel partners, and the aim is to increase the share to around 50%.
As for choosing the retail partners, preference will be given to those from the industry who can invest in relationship building and creating a market for the brand. The retail partner should provide a good display, while the samples will be provided as complimentary by the company. “There will be no stock with the dealer, everything is made to order,” he said. The products are priced at Rs 200-300 per sft, and a 25-year warranty is provided on discolouration and manufacturing defects. “We have expert technicians and they attend to each complaint within 48 hours to resolve problems related to poor functioning or jammed locks and other operating issues,” Bansal remarked.
“We are positioning ourselves in the lifestyle category and marketing our products as a lifestyle, luxury product,” said Bansal, adding that Window Magic is utilising a variety of media vehicles for building greater brand recall. “We are looking at all options viz outdoor media, magazines, digital, social media, and also participating in tradeshows.”
In FY’18 the company had a turnover of Rs 60 crore and has set for itself a target of Rs 125 crore by 2020.