Telangana Today : Aparna-Craft, a joint venture between Aparna Enterprises, and Craft Holdings, Hong Kong, strengthened their market presence by foraying into premium aluminum window and door systems under the brand name Alteza. In addition to India, the company will cater to South East Asian and Central Asian markets. Within South East Asia, the company will target Australia, Philippines and Hong Kong.
Alteza will provide a range of solutions ranging from simple applications such as aluminum casement & sliding windows and doors to customised applications such as Slide and Fold, Tilt & Turn, Lift & Slide systems. Additionally, Alteza systems can also offer bespoke solutions to fulfill various other system requirements, including structural strength, increased safety & security, uninterrupted wider view, among many other benefits.
Speaking about the foray, Ashwin Reddy, MD, Aparna Enterprises, said, “Owing to the durability and malleability of aluminum as a premium material, aluminum window and door systems are fast becoming the preferred solution in India. The market for high-end aluminum window and door systems in India is pegged at Rs 1000 crore, however, there are very few players offering end-to-end solutions that match the international standards. We are aiming at achieving 10 per cent of market share for premium aluminium windows and doors within the first year of the launch.”
Elaborating about Alteza, Stuart Orr, CEO, Craft Holdings said, “Alteza will come as relief to architects and builders who have been scouting for bespoke premium aluminum window and door solutions. Alteza will leverage the designing and engineering expertise of Craft Holdings and the execution capabilities of Aparna Enterprises and offer revolutionary aluminum window and door systems. Timely delivery will also be a key aspect that Alteza will offer its customers.”
Alteza will be manufactured at a production facility located at Bachupally, near Hyderabad. The plant will have a production capacity of around 75,000 sq ft of premium window and door systems per month. The unit is attracting an investment of Rs 30 crore. Another greenfield facility is being developed at Sangareddy with an investment of Rs 20 crore, which will be commissioned by May 2020.
Craft will also help the joint venture entity to create a design and engineering team in Hyderabad to meet the domestic market expectations.