Aparna-Craft strengthens its product portfolio, launches Alteza

·         Forays into high-end aluminum windows & doors systems under the brand name Alteza

      ·         Aims to acquire 10% market share in the premium aluminum window and door segment in next 1yr

Hyderabad, 05^th December, 2019: Aparna-Craft, a joint venture between Aparna Enterprises Limited, and Craft Holdings, Hong Kong, today strengthened their market presence by foraying into premium aluminum window and door systems under the brand name Alteza. The youngest brand from Aparna Enterprises, Alteza will offer its customers end-to-end services (designing, manufacturing, installation and post-sales support) for high-end aluminum window and door systems. 

Alteza will provide its customers a wide array of solutions ranging from simple applications such as aluminum casement & sliding windows and doors to customized applications like Slide and Fold, Tilt & Turn, Lift & Slide systems. Additionally, Alteza systems can also offer bespoke solutions to fulfill various other system requirements, including structural strength, increased safety & security, uninterrupted wider view, among many other benefits.

Speaking about the foray into high end aluminum door and window systems, Mr. Ashwin Reddy, Managing Director, Aparna Enterprises Limited, said, “Owing to the durability and malleability of aluminum as a premium material, aluminum window and door systems are fast becoming the preferred solution in India. The market for high-end aluminum window and door systems in India is pegged at Rs. 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.”

Elaborating about Alteza, Mr. Stuart Orr, CEO, Craft Holdings Ltd, Hong Kong, commented, “Alteza will come as relief to architects and builders who have been scouting for bespoke premium aluminum 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 aluminum window and door systems. Timely delivery will also be a key aspect that Alteza will offer its customers.”

Alteza will be manufactured at a state-of-the-art production facility located at Bachupally, near Hyderabad. The plant will have a production capacity of around 75,000 sq ft of premium window and door systems per month. Though available across the country, the primary focus of Alteza in the first few months will be to address the growing demand in the Southern and Western markets, particularly Bengaluru, Mumbai and Hyderabad. 

“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, Managing Director, Aparna Enterprises Limited

Equipped with the ability to deliver ‘build quality’ window and door systems on time, Alteza will revolutionize the premium aluminum window and door system market in India. Owing to its capacity to meet customer requirements, improved performance characteristics and the ability to fulfill aesthetic considerations, Alteza will set new benchmark in the market.