|The launch of as many
as five branded products within the span of a
year marked Hindalco's entry into the era of value-added
marketing. The launch of "Aura" Alloy
Wheels in early 2002, uniquely positioned as "dress
code for your car", was followed by the launch
of its kitchen utility range - "Freshwrapp"
aluminium foil and "Freshpakk" semi-rigid
containers, and "Everlast" roofing sheets.
During this period, Hindalco also introduced "Al
Planet" - a unique exhibition format highlighting
products from the secondary aluminium industry.
With an extensive distribution network in place,
Hindalco's range of kitchen utility products,
which include aluminium wrapping foils and semi-rigid
containers (casseroles) are available widely
in cities and towns around the country. Within
a year of the launch of its kitchen foils, Hindalco
has already captured a 40 market share of the
2,500-ton kitchen foils market. The company
is confident of growing this market, which is
still at a nascent stage when compared to the
The high profile launch of "Aura"
Alloy Wheels, positioned as "dress code
for your car", met with an enthusiastic
response. In its first year in the market, 58,500
Aura alloy wheels have already been sold.
In another initiative, Hindalco launched "Everlast"
aluminium roofing sheets in early 2003. Launched
after extensive research, this product represents
one of the strongest ever initiatives to present
the Indian consumer with an attractive and reliable
solution to his roofing needs. Available in
a range of profiles, it can be used both for
domestic roofing, as well as in industrial applications
including factory sheds , godowns and tea estate
As India's largest aluminium producer, accounting
for 40 per cent of all primary aluminium produced
in the country, Hindalco's market leadership
position is well established. Now, taking on
the mantle of "market grower", the
company hopes to boost the secondary aluminium
market. Says Mr. Maudgal, "We believe the
overall consumption of aluminium has good potential
for growth which is possible largely with the
growth of the secondary industry." As a
step in this direction, Hindalco has launched
"Al Planet", a first-of-its-kind initiative,
to provide a platform for small and medium aluminium
fabricators to showcase their products and network
with architects, interior designers, builders
and contractors. By giving small and medium
manufacturers/ fabricators a fillip, Hindalco
expects to generate demand of aluminium for
itself and the industry at large, in line with
its strategy of being a market grower.