The evolving landscape of INDIA'S FENESTRATION INDUSTRY

Like all other segments worldwide, the pandemic led to multiple changes in the fenestration industry as organisations scrambled to keep operations going by adopting digital modes of interacting with customers and service the growing consumer demands and needs.

Through technology, the emphasis is on minimal human contact wherever possible, making personal hygiene, safety and sanitation issues a priority for both consumers and employees of companies alike. Be it visits to showrooms or sites, rising digital connectivity in customer service has seen the advent of various measures, some of which are outlined below.

Rising technology solutions: Among the innovative approaches in servicing customers has been the use of augmented reality (AR) and virtual reality (VR), which are transforming fenestration solutions by becoming a vital part of the virtual experiential marketing that takes the world of products to customers' doorsteps. While AR lets brands create a virtual overlay to a real-life environment, VR creates computer-generated settings that people can interact with and explore. Both technologies provide the architecture and construction industries exciting opportunities to engage with and serve customers sitting in the safe confines of their homes. Through these interactive tools, customers can visualise various fenestration solutions and choose what is suitable for their homes without stepping into shops or showrooms.

Sales and service through digital connect: As fenestration companies continue to manage challenges caused by social distancing and other norms, there is a greater focus on automation. Chatbots, digital shopping assistants and other self-service tools are gaining prominence as they help in empowering consumers by reducing direct contact with companies' service teams. As many customers remain wary of venturing out of their homes to visit crowded outlets, product queries and service complaints are being resolved through digital means, allowing companies to serve customers 24×7.

Shift from traditional to modern solutions: As consumer demands and needs for quality fenestration solutions continue to grow, uPVC, aluminium and hybrid polymer fenestration products are gaining more popularity among consumers as compared to traditional wood, steel or iron fenestration solutions. This is owing to the numerous functional benefits and equally superior aesthetic appeal of these modern day doors and windows. In fact, uPVC and aluminium doors and windows are prefabricated and are simply installed at the site, which in turn  reduces multiple exposure to outsiders such as carpenters in case of wooden or fabricators in case of steel. The numerous features of uPVC, aluminium and hybrid polymer include durability, high energy efficiency, low maintenance as well as better sound and thermal insulation and protection against UV rays. At the same time, these are green solutions, which can be recycled without any quality deterioration or destruction of its unique properties.

Enhanced need for quality spaces: During the lockdowns, people have spent a considerable time indoors, while working from home. This extra indoor time has made them realise the need for quality indoor spaces with proper ventilation for a healthy & hygienic lifestyle. As a result, there is a noticeable upswing in the renovation sector with customers looking for quality fenestration solutions that apart from being aesthetically appealing also provide effective insulation from noise, dust, heat, pollution and rain.

Vocal for Local: There is considerable uncertainty and volatility in the international market due to supply chain issues and ongoing socio-economic turbulences. This has led to a drive in the industry to go local while maintaining the international standards in quality.

Reorganising operations and supply chains: Companies are identifying tasks such as prefabrication and preassembly that can be moved offsite into a controlled environment while creating support and guidance teams for remote interactions and home-based work, which includes design and administrative functions. New ways of working have been created, such as protocols for accepting deliveries and payments while contingency measures are being implemented for key deliverables that include those through third-party logistics providers and alternative distributors.

Greater attention to sustainability: With increased awareness in the consumers for green solutions, there is a considerable push for sustainable products which has lower carbon footprint. This shift to green products which are recyclable has led to fenestration companies accelerating their transition to sustainable products and designs that promote healthier living. Materials such as uPVC and aluminium are considered green solutions for the fenestration needs and have a higher rate of return for the customer in the long run.

Steady shift towards automation: As nationwide lockdown restrictions led to a massive migration of workers to their hometowns, the construction and building construction segments faced a shortage of labour delaying many projects considerably. Companies had to quickly adapt by automating their processes as well as use technology to create the virtual bridge so that the delays could be minimised and the operations can be brought back to normal.

Increasing industry consolidation: With the pandemic hitting the operations of all construction companies, the smaller entities suffered greater hardships due to liquidity and other issues. As smaller players struggled to survive, greater consolidation through mergers and acquisitions has helped the industry in moving towards more organised, professional operations. Also, it's observed that the customers now prefer to go with known brands to avoid issues arising from delays or abandoning of projects by smaller parties.

As the fenestration industry steadily embraces automation & digitalisation, customers, companies and other stakeholders are bound to benefit from more streamlined, sustainable operations that leave a lower carbon footprint.

- Saket Jain

Business Head, Fenesta, Division of DCM Shriram

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