The manufacturer and solution provider of doors and windows is targeting to expand its footprint across India by 2020. Focusing heavily on retail expansion, AIS Windows plans to add to its dealer base in north India and is all set to enter the southern region with uPVC, wood and aluminium portfolio
AIS Windows, the manufacturer of doors and windows and part of the integrated glass solutions company Asahi India Glass (AIS), is expanding its market beyond north India. Ever since its inception in 2011, the brand has been investing in increasing manufacturing capabilities and over the years has increased its retail footprint to ensure access to retail consumers. The brand boasts of a comprehensive range of innovative, high-performance window and door solutions. Anjan Putatunda (email@example.com), business head–windows at AIS Glass Solutions Ltd, in an exclusive interaction with Sourcing Hardware shared that the company aims to have a market presence across India by 2020. “At present, we are available only in north India; by next year we aim to have a pan-India presence,” he said.
Since the company operates only in the B2C segment, it becomes all the more important to have a more significant market presence, stated Putatunda. “If we are looking to achieve the growth figures that we are targeting, it is imperative that we become the preferred choice as a complete doors and windows solution provider.” According to Putatunda, apart from new residences, AIS is also focused on the opportunities emerging from the retrofit market. “It’s a great business market; people are desirous not only of aesthetics but also energy savings.” He added that going forward; it will be imperative for window solution providers to offer knowledge and application simultaneously. “Addressing the complexity is the key,” he said, adding that AIS Windows with its core manufacturing genius – Six Sigma, the Toyota Way (speeding up processes, reducing waste, and improving quality) – is well placed to cater to the emerging demands of the market. The group’s primary business interest in the glass industry, along with a formidable network of channel partners, further lends weight to the AIS Windows business proposition.
The company, at present, has 26 dealers for windows and in the current fiscal it is determined to take the total count to 35. “Out of the 26 dealers that we have, 11 have showrooms and the remaining will set up their showrooms by April,” he informed. “We are focusing on the markets in Madhya Pradesh, Uttarakhand and Punjab. We are already in talks with potential dealers in Jammu, Bhopal and Indore.” In the Delhi-NCR region, AIS Windows has five dealers viz Genesis Marketing (South Delhi), Pyramid Ply and Wood Pvt Ltd (South Delhi), Gupta Paints and Hardware Store (Faridabad), Aggarwal Hardware (Ghaziabad), and Designervally (Shalimar Bagh).
A potential dealer will need to allocate 300-400 sft for retail space, must be from the building materials industry with a good connect with architects, and more importantly must have growth aspirations. The dealer must display 7-10 window systems, and must employ a sales executive, whom AIS will help recruit. “We will provide a 50% discount on display windows; provide in-shop branding, dealer gates and standees, signages, etc. We also organise architect meets, and we make sure that we invite our dealers.” The RoI for a dealer would be 20% from the second year.
The company follows a comprehensive plan for its brand communication and reaches out to its customers through the medium of print, trade shows, digital, retail showrooms complimented with an upgraded visual merchandising. Leveraging technology, their mobile app helps the customers imagine the way their products would fit in various ambiences through virtual reality. To increase engagement with customers and other stakeholders of the windows business, AIS is also setting up experience centres, which it will own and operate; the first such centre is likely to be inaugurated in Delhi in Q2 FY’20.
“We will be introducing a customer lounge retail concept by 2020 for the niche segment,” shared Putatunda. All these initiatives are aimed towards creating customer experiences and amplifying brand visibility of AIS Windows. Adding that the company will not remain restricted to the north, he said that plans are afoot to enter the southern markets soon. “We will be entering the southern markets with our uPVC and aluminium profiles initially.”
Talking about the USPs, he said, “As one of the fastest growing manufacturers in India, we provide a 360-degree solution, beginning from the selection of the right window glass and frames to installing them.” Putatunda regretted that window system supplier today are not viewed as solution providers but added that AIS Windows had taken upon itself the task of changing this perception. The company allows its customers to customise their windows to achieve aesthetic goals as well as smart functionality and thereby provides them with an optimum experience. Its solutions include noise cancelling windows, burglar-resistant windows, solar control windows, safety glass windows and customised benefit windows. All of these are available as a French window, two sash window, sliding door and window, single sash casement outward window, single sash casement inward window, double sash casement outward window, double sash casement inward window, in-line sliding patio door, and tilt and turn, amongst others.