sejal architectural glass limited - Securities and Exchange Board of ...

• Scaling up of production by following 4-wheeler majors
• New Entrants setting up production in India
3. Quality and Brand Conscious Consumers
Till a few years ago, glass was a commodity in India and not a brand. Glass is no longer an
undifferentiated commodity. It is now being marketed in India as a product with very
specific qualities and properties attached to it. The logic: create awareness about qualities
of glass through extensive campaigns. Educate intermediaries such as the architect, the
builder, the carpenter, the glass fabricator, the retailer and the interior decorator who will
all have a say in the decision-making process of the ultimate consumer.
Because branding and focused marketing is in, the foreign majors have stopped offering the
2-5 per cent discount on float glass they used to offer earlier — a clear indicator that brand
consciousness is growing. The shift from commoditization to branding has allowed the
Indian firms to usher in a new level of quality consciousness.
4. Demographic Changes
The changing demographics like rising disposable incomes, attitudinal shift and fiscal
incentives on housing loans have made housing an attractive option. Rising income levels
coupled with more job creation, especially in sectors like BPO and insurance is also
resulting in enhanced demand for quality housing.
Given the rising income levels and the decreasing age of those buying homes (currently 35 -
36 years), the population in the 25 - 44 age group holds the key to the growth in housing
demand. At present, about 28% of India’s population is in the 25-44 age brackets. This
figure is expected to increase to about 30.6 % by 2025, an addition of approximately 5.5
million people each year, which could translate to a further 2.75 million new households
per year.
5. Government policies
Float glass and glass fibres are classified as high priority items. Items such as block glass,
glass beads (except industrial beads), simple glass mirrors, glass bangles, glass hollow
wares (produced by mouth blown and/or semi-automatic process), glass marbles of all
types and ophthalmic lenses manufactured from glass blanks, are reserved for the smallscale
sector. China and Indonesia are the major sources of these cheap float glass imports.
However, with the imposition of anti-dumping duty by the government in January 2004, the
pricing pressures on domestic players have eased considerably.
Advantages of Using Glass over other materials in the construction sector
• New Age Look – Structural glazing has become popular in the last five years as it allows
architects and designers to go free with their designing and gives architectural
wonders. The Variety of colours, texture, form that can be used in wall paneling and
ceiling introduces an element of flexibility in architectural design. The various shades
of glasses available give it a trendy and classic hi-tech look.
• Easy Maintenance – Glass buildings are easier to maintain than cement and concrete
structures, with regular cleaning and washing glass buildings can be kept well without
the hassle of painting and colouring. They can be easily machined, bolted and riveted.
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