| This is the first time an aluminium company has forayed into a touch-and-feel concept like fast moving consumer good companies. |
| Shashi Maudgal, the company's chief marketing officer said, "This foray is a part of the company's key direction to play the role of a market driver in India." Hindalco has a 40 per cent market share in the aluminium market. |
| The 800 sq ft outlet will showcase products for homes, offices, buildings, offices and other industrial projects. The products are made by various manufacturers, which are major customers of Hindalco aluminium. |
| This new marketing initiative will also translate to co-branding, marketing and promotion with quality manufacturers. |
| The target group for the showroom would be architects, interior designers, students of architecture and general public. The company has invested Rs 20 lakh for the outlet. Depending on the success in Mumbai, the company plans similar outlets in Delhi, Bangalore and Kolkata in the first phase and Hyderabad and Chennai later. |
| According to Maudgal, there is a huge disparity in the consumption of aluminium in India and the world. While the world's annual average consumption is 5 kgs, India consumes 0.8kg annually. |
| Even the construction industry constitutes only 8 per cent of aluminium consumption compared with a global consumption of 19 per cent. |
| Hindalco has aggressively promoted the usage of aluminium through its different products such as Aura alloy wheels, the kitchen foil- Freshwrapp and roofing sheets where the company has made significant investments for promotion. |
| The company is also in talks with Indian railways for using aluminium wagons and a truck major for using aluminium truck bodies. |
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