“We are prepared to meet the expectations of builders & architects”
We started Duradoor to meet the rising consumer demand for quality doors in the housing and commercial building segments. says K Ravi, Managing Director, NCL Industries India.
What led to the inception of the company? How did it start?
NCL Industries has always focused on innovation. It has been our constant endeavor to introduce innovative building materials in the country. We started with cement and then moved on to Bison panels – cement bonded particle board which acts as a substitute to plywood and particle board. The story kept on growing and as of now our portfolio includes ready mix concrete, spray plasters and paints, AAC blocks, colour coated steel profiles for doors and windows, hydro power generation and uPVC windows.
We started Duradoor to meet the rising consumer demand for quality doors in the housing and commercial building segments. These doors are manufactured in Malkapur (Telangana) in a state-of-the-art facility built in technical collaboration with AGT, Turkey. If you look at the Indian market, the doors and windows segment was reserved for the small scale industries for a long period. The dependency of this market on skilled carpenters is high and the cost involvedhas been growing exponentially. Truth be said, the number of skilled carpenters is shrinking! Most of the next generation carpenters are quietly migrating to other professions. By introducing Duradoor, we are offering our customers a quality product targeting the middle and upper middle class segments.
Considering the volume of the product that you manufacture is huge. So do you have any tie up with developers or distributors to sell your products?
Initially, it is not easy to capitalize on the production, we shall however make inroads into various markets in a phased manner. In the current market scenario, the doors and windows in the offing are not standardized. So each time builders and architects demand for something specific,there is no one to attend to their needs. We are making all efforts to meet their expectations and grow with them. Every effort is being made to reach out to as many architects and builders by participating in various events. As far as sales are concerned, we are aware that initially it will be slow but that doesn’t bother us much. More so, because our other business verticals like cement, RMC, bison panels and hydel power are doing quite well and we have a lot to leverage from that.
How are you marketing your products?
We have the “Touch & Feel” Duradoor showrooms in Hyderabad and Bangalore where in customers can walk in and choose from the display and place their orders. We have also setup a display Kiosk at Hyderabad Airport and many more airports will be covered shortly. To attend to the needs of static customers, we created mobile showroom vans which showcase the range of our doors and which would reach out to various locations. Other option being followed is the Acetech Exhibitions. Acetech Bangalore has given a good response and we are planning to participate in the other locations as well. Currently, we are focusing on southern and western part of India apart from Delhi NCR.
NCL Industries India.