Aparna-Craft forays into premium aluminium window and door systems with new brand Alteza

Aparna-Craft, a joint venture between Aparna Enterprises, and Craft Holdings, Hong Kong, has forayed into premium aluminium window and door systems with the launch of its brand Alteza. Alteza will initially support the growing demand for these products in the Southern and Western markets, particularly Bengaluru, Mumbai and Hyderabad.

Alteza will provide end-to-end services (designing, manufacturing, installation and post-sales support for high-end aluminium window and door systems.

Mr. Ashwin Reddy, Managing Director, Aparna Enterprises Limited, said, “Owing to the durability and malleability of aluminium as a premium material, aluminium window and door systems are fast becoming the preferred solution in India. The market for high-end aluminium window and door systems in India is pegged at INR 1000 crore, however, there are very few players offering end-to-end solutions that match the international standards. We are confident that through Alteza we will be able to bridge this gap. We are aiming at achieving 10% of market share for premium aluminium windows and doors within the first year of the launch.”

“While strengthening our offering in India, we are also looking at making inroads into international markets. In the first phase, we are planning to export Alteza systems to Southeast Asian countries such as Philippines, Singapore and Australia, to name a few.” added Mr. Ashwin Reddy.

Alteza will be manufactured at a state-of-the-art production plant in Bachupally, near Hyderabad. Alteza will offer a range of solutions ranging from simple applications such as aluminium casement & sliding windows and doors to customized applications like Slide and Fold, Tilt & Turn, Lift & Slide systems.

Stuart Orr, CEO, Craft Holdings said, “Alteza will come as relief to architects and builders who have been scouting for bespoke premium aluminium window and door solutions. Alteza will leverage the designing and engineering expertise of Craft Holdings and the execution capabilities of Aparna Enterprises and offer revolutionary aluminium window and door systems. Timely delivery will also be a key aspect that Alteza will offer its customers.”