India is an important market as there are many opportunities to engage with customers.
Milan W. Krumbe
Chief Commercial Officer, ALANOD GmbH & Co. KG
Can you give us an overview about the company and its core competencies?
We are a German based company and a specialist for high-tech aluminium surfaces. Our portfolio comprises functional and decorative surface coatings on metal coils. Our range of process technologies from anodising to high-vacuum coating (PVD - Physical Vapour Deposition) to lacquering enables us to refine surface qualities in a variety of combinations. Our products are used in the architectural & construction, automotive, lighting & electronics and solar industries. Our product portfolio is divided in four categories: Reflective surfaces with our brands MIRO®, MIRO-Silver®, MIRO-UV®, MIRO-Sun®, MIRO-Com®, MIRO-White®; Absorption surfaces comprising the brands mirotherm®, mirotherm® control, mirosol® TS, eta plus® for the solar industry; Decorative surfaces named DECO PRIME®; and Technical surfaces named MIRO® CU, e.g. for antimicrobial surfaces, MIRO® Volt for transformer belts and Technoprime with magnetic properties and barrier properties against vapour and fire. We have the competence to offer customers comprehensive system solutions.
How do sustainability and energy efficiency play a key role in your range of products and solutions?
We promote new solutions for sustainable development and make a valuable contribution to the conservation of natural resources. This includes all the activities of our company along the entire value chain. All surface finishing processes require the use of primary energy, consumables and water. Conserving natural resources has been an integral part of our corporate philosophy. We are constantly optimising and monitoring our systems as well as the downstream environmental technology (exhaust air, waste, sewage). A functional hazardous substance management system also ensures our products comply with REACH, RoHS, WEEE and EoLV requirements. Since 2011, we have been producing with 100% green electricity from purely renewable energy sources. Our environmental management system is certified in accordance with DIN EN ISO 14001:2015, and our energy management system is certified in accordance with ISO 50001:2018. As the key material aluminium can be recycled repeatedly, it is the sustainable material of choice. The usage of our aluminium surfaces in aluminium composite panels offer architects modern design options for ceilings, roofing or facades and combines a sustainable and economical solution. Overall, we are an advanced material company across the entire value chain and contribute to the circular economy.
How does design meet functionality in your decorative product lines?
Customers ask for individual surfaces. The variety of finishes, from high-gloss to matte to brushed optics can change the surface appearance based on each individual design requirement. Additional patterns can give a three-dimensional effect on surfaces. Colours are available in a wide range of vivid options and light-dark variation, while still retaining the natural, metallic character of the original material. The functionalities comprise different elements as scratch resistance, maximum reflectivity or high absorbency, formability and electrical conductivity or insulation. The latest trend we see in decorative applications are surfaces with matte, anti-fingerprint and soft-touch surfaces. These surfaces are selected by many architects and designers and they are applied in interior architectural projects or in automotive interior trims. Our latest development DECO PRIME® MAST is already used in these applications.
How do you look at India as a potential market for your products and solutions?
India is an important market as there are many opportunities to engage with customers. The impact of production linked incentive (PLI) scheme for different sectors as electronic goods, automobiles, semiconductors and solar will generate a shift from different global production locations into India. The passenger car market is already the third-largest globally and further investments in the automotive industry are ongoing in capacity expansions and shift into electric vehicles. The renewable energy sector can be a key sector to reduce air pollution and is also an opportunity to reduce CO2 footprint globally. Infrastructure projects and the construction industry grow on a double-digit rate with a shift for luxury housings. The growing middle-class income group is increasingly willing to spend for quality, premium products, brands and luxury goods. Our products and innovative solutions are used in the industrial and consumer sectors, so that we see a good fit to market and customer requirements.
What are the major challenges in the Indian market for your business expansion?
The major challenges are the market penetration given the size of the country. Establishing the market reach in different industries takes time. In addition, there are price sensitive segments, which might be critical. Local competition can be a challenge, too. Overall, we see more opportunities than challenges.
What are the plans for consolidating your market presence in India? Which are the major focus areas?
Our plan is to setup a legal entity in Pune as we want to be close to customers to offer our products and solutions. This is part of our global strategy to be customer centric. We want to support customers in terms of innovative surface solutions, efficient processes and applications. We already have indirect sales channels with selected partners for the lighting and furniture industry and we sell as well directly in the solar industry. Now we are expanding our direct sales channels with our own local team. The major focus areas are the architectural interior and exterior industry. Here we are in constant exchange with architects and designers. In the renewable energy industry, we contribute with our solar surface solutions. Another focus area is the automotive industry and as well the electronics industry given the industry shift into India.
What is your vision on India as your major market in future?
