HIL's newly launched Charminar Fortune provides end-to-end cement-based roofing solutions.
The Indian roofing market is worth Rs 45,000 crore. Products of HIL, CK Birla's flagship company, cater to a segment that constitutes about 40 per cent of this or Rs 18,000 crore. This includes fibre cement sheets, metal roofing sheets, tiles and other similar substances. HIL has recently expanded its product range with the launch of a revolutionary product in cement-based roofing solution. An environment-friendly product, Charminar Fortune, with its advantages in terms of being asbestos-free and light weight, will drive a shift towards cement based non-asbestos roofing sheets in the near future.
With an in depth analysis of the market and its requirements, HIL has brought a sustainable strategy to promote and create a place for the new products in the domestic market. Being the pioneer in the cement roofing sheets, the company has come up with its new non-asbestos cement based roofing solution, Charminar Fortune, an eco-friendly and light in weight product. The sheets have high impact strength, good dimensional stability, and low drying shrinkage or moisture movement. Besides, they offer good sound and thermal insulation, excellent fire- resistant properties, are easily nail-able and have long durability. This one-of-its-kind product in the market does not see any competition on quality and service.
With the launch of Charminar Fortune, HIL is offering an alternate option to customers for environment friendly and durable roofing solution, superior to products currently available in the market. These have three times the life of a metal sheet and have excellent resistance to heat, sound and fire - all at a reasonable price. Charminar, a leader in fibre cement sheets, has also being recognised with the consumer Superbrand award for three consecutive years in its segment. Charminar Fortune is an apt brand extension.
With 70 years of long and successful legacy of providing durable and affordable roofing solutions to the rural sectors, HIL was the first to successfully introduce AAC block and panels, and were also one of the first companies globally to start manufacturing sheeting templates. The company's Kondapalli plant has been recognised with the TPM certification from JIPM. Its R&D facility, meeting global standards, is well recognised by the Department of Scientific and Industrial Research. HIL was also recently bestowed with the title of 'Asia's Most Trusted Building Material Company'. The company is also expanding its PVC pipes and fittings business with an investment of over Rs 100 crore.
Further, it has deployed one of its existing lines in its state-of-the-art 14 acre Kondapalli manufacturing facility near Vijayawada for the manufacturing of Charminar Fortune. The company's expert in-house Engineering Division, together with its operations team and R&D, have innovated a flexible mechanism, wherein the existing production lines with some modifications can cater for the manufacturing of non-asbestos fibre cement sheets. The current capacity of about 33,600 tonne can be further scaled up.
The way forward
HIL's approach will be to initially target the institutional segment, where the requirement of green roofing sheets is high and the alternatives are limited. The company is progressing well in its strategy, and its non-asbestos roofing sheets are already approved by a few PSUs. Once it has established Charminar Fortune in domestic markets, HIL will also look at exporting to adjoining countries.