Nov 24 2004
Hindalco, an Aditya Birla Group Company, threw open "The Aluminium Gallery" at Century Bhavan, Worli, to the public.
"In India, the per capita consumption of aluminium is barely 1 kg compared with the world average of 5 kg and the western world average of 20 kg. We believe that growth in this sector can only happen if we aggressively link it to that of our customers' growth. So to promote our customers' products and create new markets through pro-active partnerships, we have set up the Aluminium Gallery," says Mr. Shashi Maudgal, Chief Marketing Officer, Hindalco.
A great platform to showcase diverse and novel uses of aluminium, The Aluminium Gallery is the first of its kind in the commodity business. Housed at Century Bhavan, Worli, this 800 sq.ft. outlet showcases the finest products for homes, buildings, offices and projects, with a bias for building and construction.
Worldwide, aluminium usage in buildings has grown tremendously: aluminium windows are products of choice, while large 'energy saver' buildings have aluminium structures holding up glass. Aluminium composite panels are in wide use. "There is hardly a home without an aluminium ladder, and light-weight remote controlled aluminium garage doors are becoming increasingly common. Aluminium furniture is preferred for outdoors where its corrosion resistance and light-weight qualities provide unique advantages," added Mr. Maudgal.
The market for aluminium in India, particularly for building and construction has not grown to the desired level. This is largely because building and construction products based on aluminium are fabricated by small and medium scale manufacturers, who play only the price variable and have felt compelled to supply lower-end products which do not build markets. "When quality suffers, markets die. We need to promote quality and pull the entire market upwards," avers Mr. Maudgal.
Consequently Hindalco has decided that to establish quality products like doors/windows, furniture, ladders, composite panels and rolling shutters, it will partner its customers in promoting them, through the Aluminium Gallery.
Meant primarily for architects and builders, who will be shown products carefully selected by Hindalco, individual home-owners are also welcome to the Gallery. Leads generated at the Gallery will be passed on to participating manufacturers. This is a unique initiative in the aluminium industry, positioning Hindalco as the 'market driver' in India, confirms Mr. Maudgal.
Based on the success of this outlet, Hindalco plans to set up many more galleries in the major metros in the first phase and the mini metros in the next phase. "We are also exploring the possibilities of entering into joint branding and co-marketing possibilities with quality players. A Hindalco certified product, may well eventually assume the same credibility as an 'Intel Inside' computer in the foreseeable future," said Mr. Maudgal.
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