Pella Corp teams up with Abir Trademart to enter India

US-based Pella Corporation, a world leader in designing, testing, manufacturing and installing energy-efficient windows and doors, has recently joined hands with Abir Trademart (ATM) Pvt Ltd to enter the multi-crore Indian luxury windows and doors market. Further, ATM plans to open 10-12 exclusive brand outlets (EBOs) across the country over the next two years. It also aims to garner 20 per cent market share of the wooden windows and doors industry, with 10 per cent each coming from the company-owned outlets as well as its franchisee and distribution network pan-India.

Commenting on its India foray and plans ahead, John M Sullivan, head, international business, Pella Corporation, said, “Indians are looking for enhanced lifestyle and living standards with modern design and concepts, which offer a great potential for our products and brand. Targeting the premium segment, Pella would bring high-quality fashionable window and door products that are environment-friendly, energy-efficient and protected from dust and damage. We have already laid out a retail plan and created an aggressive marketing strategy to support it. At present, we are looking to recruit dealers who are preferably architects, interior designers or people with real estate experience.”

The windows and doors industry is largely an ‘unorganised’ market in India and is currently pegged at Rs 6,000 crore. Out of this, an estimated 25 per cent market share is of the wooden doors and windows. Pella has chartered out a strategic roadmap to expand its operation here. In terms of value proposition, the company has initially decided to target the premium segment and the top end of the mass segment.

Amit Sabharwall, COO, Pella India (Abir Trademart Pvt Ltd), added, “We have started our operation from New Delhi and plan to foray into other parts of the country including Hyderabad, Chennai, Mumbai and Kolkata. In the phase II of our expansion, we will reach out to costumers in major tier II towns, which will include cities like Ludhiana, Lucknow, Jaipur, Srinagar and the like.”

For an average farmhouse, the price point of Pella products will range from Rs 1.5-2.5 crore, while for an average 3,000 sq ft house, it could range anywhere between Rs 15-42 lakh. The company wants to differentiate in the premium segment using innovative technology and materials and at the mid-premium segment through design differences.