US-based doors and windows manufacturing major Pella Corporation is entering the luxury interiors segment here in collaboration with an Indian partner Abir Trademart. Its products are in the range of Rs 15 lakh to Rs 2.5 crore. The company would import its products from the US and sell them in India through its partner.

“The growing demand for luxury homes along with rising aspirations of the urban Indian consumer for an enhanced lifestyle offer good potential for our products and brand. We were already getting online enquiries from India but were waiting to find the right Indian partners,” John M Sullivan, Head of international business, Pella Corporation, said.

Eco-friendly products

He said the company would bring high-quality fashionable window and door products that are environment-friendly, energy-efficient and protected from dust and damage. Amit Sabharwall, COO, Pella India, who runs Abir Trademart, said, “We have started our operations with New Delhi and will soon expand through showrooms across Hyderabad, Chennai, Mumbai and Kolkata. To tap into the growing luxury homes market in tier-II towns such as Jaipur, Lucknow, Ludhiana, we will tie up with interior designers and architects preferably as dealers.” The company plans to open 10-12 outlets in the next two years. For an average farmhouse, the price point of Pella products will range from Rs 1.5 crore to Rs 2.5 crore. For an average 3,000 sq ft house, it could range from Rs 15 lakh to Rs 42 lakh.

At present, the windows and doors industry is largely an ‘unorganised’ market in India and is pegged at Rs 6,000 crore. Out of this, an estimated 25 per cent market share is of the wooden doors and windows.

“We aim to get a 20 per cent market share of the wooden windows and doors segment with 10 per cent each coming from company-owned outlets as well as franchisee and distribution network,” Sabharwall said.

Meenakshi.v@thehindu.co.in

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