"Our unique business model is a first in this industry and has been the key to our success" - DCM ...
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Industry Speaks
“Our unique business model is
a first in this industry and has
been the key to our success”
Aluminium slide & fold doors
Saket Jain heads the business unit at Fenesta, one of
India's leading companies providing windows and
doors in India. Under his able leadership, Fenesta, a
division of DCM Shriram Limited, has substantiated its
competence with more than 2.5 million windows and
doors installation across homes, colleges, hospitals
and hotels.
Saket Jain joined DCM Shriram in 1999 and held
various positions. He has immensely contributed
to the business by streamlining the processes and
expanding retail growth. His expertise, leadership
skills, futuristic vision, great interpersonal skills, and
his guidance has paved a path of growth for every
employee at Fenesta.
In a tête-à-tête with WFM team, Saket Jain talks about
his company, products, manufacturing facilities, the
evolution of fenestration business in India, the impact
SAKET JAIN
Business Head, of pandemic on fenestration business, challenges
Fenesta Windows faced by the sector, and his company’s plans for the
future.
WFM | JAN - FEB 2021 79
Industry Speaks
sliding windows, non-thermal
break casement and slider doors,
Fenesta aluminium windows and
doors provide a premium design
as well as diversity in application.
What’s more, these products
feature slimmer and sleek frames
for seamless experience. Not
surprisingly, Fenesta’s aluminium
range sets the tone for creating
brilliant spaces.
We also launched our new range
of Fenesta internal & designer
doors. These elegant doors are
made at state-of-the-art facility
by using hybrid polymer – that
combines the aesthetics of wood
and the durability of polymer.
These doors are resistant to
termites, waterproof and require
Innovation - 90 degree Opening
negligible maintenance. The
P
doors do not expand or contract
lease tell us about your What are the latest products with temperature extremes that
company Fenesta, and that have been introduced in the traditional doors are prone to.
yourself? How long market?
the company has been We recently launched the ultra- Where are your products
in this business in the luxury aluminium windows and manufactured? Tell us about your
Indian market? doors systems, catering to all manufacturing facilities?
Having pioneered the design, application needs of retail and We are the only company in India
manufacture, installation and institutional customers. The that manufactures its own UPVC
service of precision-engineered, aluminium range enhances and blend and profiles. The PVC resins
100% customised uPVC and diversifies the company’s product are sourced in-house from another
Aluminium windows and doors, portfolio of UPVC windows and division of DCM Shriram and are
Fenesta is a part of Rs. 7771 crore, 1889 doors and internal and designer sent to the extrusion plant in Kota
established, DCM Shriram Group. doors. Fenesta’s aluminium for manufacturing of a weather
Fenesta has managed to harness windows and doors deliver a resistant special UPVC blend. The
a deep knowledge of the Indian minimalist, ultra-modern style profiles extruded in Kota are then
market and global technologies statement while offering high- sent to factories across the country.
to produce and install over 2.5 quality, end-to-end solutions. The company has fabrication
million windows. Furthermore, the Through styles ranging from units in Bhiwadi, Chennai and
diverse capabilities of Fenesta have casement to tilt and turn to Hyderabad, from where the final
helped launch distinctly innovative
product series. Establishing itself
as India's no. 1 brand for windows
and doors, Fenesta has a presence
in more than 327 cities in India,
Bhutan, and Nepal.
With regards to myself, I joined
DCM Shriram 21 years back and
Fenesta 7 years back. I strongly
believe that People are the biggest
asset of Fenesta and I am proud
of the Fenesta Team. I spend a lot
of time in team connects, team Aluminium lift & slide doors from Fenesta
building and team development.
80 WFM | JAN - FEB 2021
Industry Speaks
Could you please tell us about
a few of your latest prestigious
architectural projects?
Some of our recent key projects
include:
• DLF Crest, Gurgaon
• Brigade at No 7, Hyderabad
• Prestige Lakeside Habitat
and Prestige Falcon City,
Bangalore
• Appaswamy Platina, Chennai
• Lemon Tree – Gurgaon, Pune,
Udaipur
• Meringues Hotel Mumbai
How do you see the fenestration
business evolving in India?
Fenestration business has evolved
quite a bit since the launch of
Fenesta. Earlier this business was
mostly unorganised, however to
some extent now it has got into
Aluminium slider doors and windows from Fenesta an organised sector. It is expected
that in future there will be more
consolidated and organised
products are shipped out to chain of window manufacturing players in this industry. Also, going
customer sites across the country. and installation. It takes all-round forward, large windows will be the
Our Aluminium Fabrication expertise in extrusion, design, key for people, not just for natural
Plant is also located in Bhiwadi. planning, fabrication, delivery and light but for natural ventilation
No other company in India has installation to produce a world- and view as well. Since people
control over the entire supply class window or door. are spending more time at home,
Fenesta windows and doors are a popular choice among leading Indian developers for their projects across India
WFM | JAN - FEB 2021 81
Industry Speaks
windows will become essential in home to customise the window at is that customers have to be made
home designs. the site leading to mess with no aware about the benefits of the
visualisation of the window before factory made high quality product
What has been your it is created. Fenesta had launched which means a lot of investment in
organisation’s contribution the first experience center for marketing/awareness campaigns.
in bringing about the current windows in the country where Most of the industry players do
revolution in the façade and customers can touch and feel not make this investment and
fenestration sector? the product before making the therefore end up fighting for the
Fenesta is a brand of many ‘firsts’. purchase decision. Customers can
Our unique business model is walk into these experience centers
a first in this industry and has and our trained design experts help
been the key to our success. Our them to design their own windows
state-of-the-art manufacturing, with colors and hardware chosen
complete control over the by them. Alternatively, customers
entire supply chain, from the can customise windows on their
procurement of PVC resins to own using our Fenesta app. These
the in-house extrusion of profiles windows are then manufactured
followed by design, fabrication, at our factories and installed in
Teak – Luxury range internal door
delivery, installation and after customer’s house with no on-site
from Fenesta
sales service. No one else in India mess. A totally hassle-free service.
offers end-to-end solutions other
than Fenesta. Another of our firsts What do you see as the main
is a product that we launched challenges faced by the
in 2007, the villa window. It was fenestration industry?
the first window in the world to The main challenge is the
have a sash, bug mesh and grill all unorganised nature of the
integrated in one profile. industry. There are many players
We are the first to create a brand and for quite a few, adherence to
in ‘Window Category’ and thereby the industry standards is difficult
opened the world of windows for which in a way brings bad name
Walnut - Luxury range internal
Indian consumers. The tradition in to the overall industry. As this is a
door from Fenesta
India has been to call a carpenter new industry, the other challenge
Door from Fenesta - Natural Oak - Luxury & Premium range
82 WFM | JAN - FEB 2021
Industry Speaks
pie of the same/incremental sized
cake with just price as an offering
instead of great quality.
Technical support, design and
service support are very crucial
for a market like India where
there is a lot of catching-up to do
in terms of international practices
and standards. How and what is
Fenesta doing in this regard to
bring the International standards
into practice?
As trends and technologies
keep evolving across industries,
consumers become more
demanding. The fenestration
industry in India is no exception.
Present-day customers seek
more vibrant, innovative and
energy-efficient solutions for their
interiors. These include doors
and windows allowing proper
ventilation and natural light
while simultaneously blocking
external sounds. Undoubtedly,
acquiring customers in the era of
hyper-competition is challenging.
Particularly when customers are
connected 24x7 with the Internet.
As a result, they are constantly
searching for better options and Different window types from Fenesta
double-checking product claims.
Therefore, salespersons need to be have researched online about the into a fenestration company’s
aware that some customers may products even before stepping showroom.
Fenestration firms should also
go beyond the above to drive
sustained customer satisfaction.
Towards this end, technological
tools can play a prominent role
in augmenting overall customer
experiences. VR Walkthroughs, AR
enabled apps, etc. can be used
intelligently to ensure the same.
Fenesta is a one-stop solution for
all your window and door needs.
We help in your window design
selection, measure each window
aperture, design as per your needs,
monitor production at state-of-the-
art factories, supervise installation
and ensure after sales service. 365
Days Customer Support Trained
manpower in each region and a
Casement uPVC window
nationwide customer care centre
84 WFM | JAN - FEB 2021
Industry Speaks
Tilt & turn window
serves a long and impressive Windows & Doors are getting a is fashioned such that it creates
roster of national clients, both lot of traction in the market. Post engagement, education and an
institutional and retail on all 365 a slight slowdown in the initial experiential purchase for the
days of the year. To serve individual phase, the renovation trend has customer. Currently, Fenesta has
homeowners, Fenesta also has picked up pretty well and sales of around 210 channel partners and
special service stations complete all the product ranges soared. A lot we intend to grow this further.
with installation teams and after- of customers are coming back to us
sales support, dedicated to each considering that in these uncertain Where do you see your company
territory of a city. times, only we will be able to deliver and the industry in 2025?
and install the windows. This Increasing consumer expenditure
How has the present pandemic shows the strength of the Brand on construction and renovation of
situation affected the that we have built over the years. commercial & residential buildings
fenestration market as a whole With the increased importance of will drive Indian windows and doors
and your company’s business? safety during this time, more and market growth. Booming demand
The Covid-19 outbreak has caused more people prefer to stay indoors. for energy efficient and impact
a significant economic impact This also means consumers will be resistant housing infrastructure will
across industries in the world, more open to purchasing good lead the industry towards more
and windows and doors industry quality windows and doors. innovative product materials.
is no different. The initial months We do expect the overall industry
of lockdown and restrictions Tell us about your channel to witness double digit growth
on movement, along with expansion strategies in the in the short to medium term.
manufacturing operations caused market. Fenesta being the market leader
a serious blow to the industry. The With the rapid growth in uPVC is expected to improve its market
demand for products dropped in Windows & Doors industry in India, share year on year.
the initial months due to complete the brand endeavours to further Overall, the window and door
lockdown and reduced spending increase its market shares and market shows very interesting
capacity of people, owing to job maintain its leadership position and positive trends. We are
losses and pay cuts. In spite of in future. The combination of an happy as manufacturers and
the testing time and changing aggressive marketing strategy, suppliers of windows and doors
customer demands, our business variety of products and rapid retail as it gives us huge scope in both
reached pre-COVID volumes by expansion, including Tier 2 and new construction as well as the
July/August. New product ranges Tier 3 markets, will help us reach renovation and replacement
like Internal doors and Aluminium our goal. The marketing strategy market.
WFM | JAN - FEB 2021 85
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