REHAU unveils 'Go-to-Market' strategy to enhance consumer experience and grow India market share

ANI | Updated: Feb 23, 2018 20:27 IST

New Delhi [India], Feb 23 (ANI-NewsVoir): REHAU India, a leading system and service provider for polymer-based solutions in windows, furniture and building industry, on Friday announced a retail push strategy to bring good living to Indian homes and strenghten its India commitment.

The company launched REHAU Inspiration Express, a unique mobile experiential showcase, encompassing the entire range of Advanced Living Solutions, from furniture, windows solutions and building solutions to interact with consumers acoss 60 cities of India over the next year.

The REHAU Inspiration Express kick-off was witnessed by noted architects of the industry, along with Ajay Khurana, chairman, REHAU south Asia.

REHAU unveiled findings of an IMRB survey highlighting consumer buying insights and behaviour pattern across key cities of India covering over 600 consumers in a qualitative and quantitative research.

The study highlights that quality is a key factor for upgrading or renovation of home.

Sophistication, functionality, efficiency, durability, quality, aesthetics, reliability are some of the other considerations in a consumer purchase cycle.

The study shares that a drawing room defines the consumer's character the most and the the outlook towards space in majority homes revolved around the needs of the kids' in the home.

There is also a growing need for large sliding windows in homes as they are considered important for providing fresh air and ventilation, providing a positive and refreshing feeling. The study highlights digital media becoming an increasing choice for consideration when searching for home solutions.

REHAU has a strong focus on 'Made in India', 'Made for India' and offers localised offerings for Indian consumers across furniture, windows and building solutions.

The company will double its dealer experience centres across India and is targetting Rs. 1000 crore revenues by year 2020.

It has two operational plants in Pune since 2001 that manufacture a wide range of edgebands, various rigid profiles, profiles for windows and doors and various industrial solutions.

In future, this plant is expected to develop more product lines to meet the increasing market demand.

A third facility in Vadodara, Gujarat, has been operational since December 2017.

It is an extension of REHAU's commitment to the Indian market and will cater to the growing demand of the northern market.

Initially, the Gujarat facility is producing Edgebands and in future new products such as third rail production will be introduced, depending upon market and project needs.

"The mobile showcase will give a first-hand experience and demonstrates our engagement and expertise to architects, interior designers, consultants, contractors, craftsmen and consumers. We want to build a long lasting, strong bond with them, through this initiative. The newly launched REHAU Inspiration Express and IMRB findings highlight that REHAU is well poised and ready to respond with appropriate solutions to bring its products closer to consumers and tap architects, who play an important role in decision making, outside homes," said chairman, REHAU south Asia, Ajay Khurana.

"We will be soon launching dealer centres in Gurgaon, Guwahati and Patna apart from the existing centres in Bangalore and Delhi to allow consumers to interact more closely with our brand. Over the next two years, this number will cross 70," he added.

"I am extremely pleased to see how REHAU is trying to establish itself as a brand that cares, demonstrating a strong commitment to be present across every consumer touch point. This is the need of the hour and will help to understand the product portfolio in an interactive and experiential platform," said leading architect, chief architect, RSP Group, Manish Motwani.

Most hi-end purchases is a joint decision and includes family recommendations.

The decisions mostly end up in showroom visits where the customers can physically look and feel the product before finally buying it.

REHAU's Inspiration Express aims to reach out to the architects at their door step, at the same time, engaging consumers making this entire activity easier for our patrons and is built with the objective of 'Go To Market approach'.

It facilitates interaction of our products with the audiences, enabling them to get live experience and access to direct information, which forms the backbone of a long term relationship with them through an integrated campaign.

The Inspiration Express includes a display of surface solutions, RAUCORD furniture, Roller Shutters, while the window and doors solutions include a range of uPVC windows, doors along with Radiant heating/cooling solutions and plumbing pipes. (ANI-NewsVoir)