Interview with Ashwin Reddy in an Architecture Magazine
Ashwin Reddy, MD, Aparna Enterprises Ltd. (a part of Aparna Group), in an interaction with Kajol Tamang talks about their new venture into manufacturing tiles with the new brand VITERO backing with 26 years in distribution of building materials.
What is the key reason for Aparna’s paradigm shift from distributing tiles to now manufacturing them as well?
Starting as a tile distributor as the core business of Aparna, we also realized the customer’s need for premium tiles in the given period of time is crucial. Through backward integration from tiles distributing company and moving to real estate, uPVC doors and windows, Ready mix concrete, lead-free profiles, Aparna is now entering into tiles manufacturing with the new brand VITERO. This approach helped Aparna Group to improve on better efficiency and saving cost.
Can we expect the presence of your company in various other parts of India in the near future?
Aparna Enterprises is already present in most of the cities of India through our uPVC and RMC products. We have seen a steep increase in our sales and it sounds very encouraging for us to be present across the country with all our products. Currently, we are building our dealer networks for VITERO tiles division in South India, and soon we want to expand our dealer network and operations throughout India. The infrastructure and urbanization policies driven by the government will bring in a good demand for building materials. We would like to participate in this growth initiative by producing quality building materials for our customers.
Guide us with the technology used in the unit.
We are very proud to say that Aparna Enterprises is one of the pioneers in bringing the world-class Nanotech process to India. VITERO tiles are manufactured using advanced feeders; NANOTECH COATING TECH to give the highest quality double charged vitrified tiles. Our technological prowess will let us manufacture premium tiles with long-lasting shine and toughness. Nano polishing machine will help us in achieving sheen that stays for long compared to the shine produced using old technology. Our advanced high technology 900,000 sq.ft plant in Kakinada (AP), can manufacture 15,000 sq. mts of double charged vitrified tiles in a day with consistent quality and unparalleled uniformity in colour, design and size. Our production line is backed by SACMI, Keda & Appel technologies along with an automated assembly line. Aparna Enterprises is also introducing the most sophisticated Kiln in India with the launch of VITERO – the 265-meter-long SACMI kiln is the longest in south India and third largest in India.
Considering eco-friendly uPVC products by your company, is VITERO Tiles an eco-friendly product?
Aparna Enterprises is committed to practicing environmental sustainability in all our divisions, be it constructions, Ready Mix concrete, uPVC doors & windows, profiles, and tiles. We will be using only natural gas for VITERO which will be supplied by Bhagyanagar Gas limited from Kakinada KG basin. Our state-of-the-art manufacturing unit along with new generation technologies focuses on environmentally friendly processes, energy efficiency and thus reducing carbon footprint.
What gives you an edge over your competitors?
The advanced technology that Aparna Enterprises uses to manufacture high-quality premium double charged vitrified tiles is the key differentiator. We not only have the highest number of feeders, but also a state-of-art facility to manufacture large quantity of tiles to meet the market demand with no or very less waiting time. The 16 feeder capacity with four SACMI presses at VITERO facility ensures multiple options, variations in designs and shades of tiles.
What is your retail strategy and after sales service like?
We aim to be present in both Tier I & II cities along with small towns of South India and then expand our operations throughout India. We already have a good dealer network in all our focus cities. We want to keep all our channel partners happy by giving them good quality VITERO double charged vitrified tiles, which not only brings good returns for them but keep them confident about selling a premium product to our customers.
What are the varieties of tiles your company will manufacture?
We have a wide variety of double charged vitrified tiles, designs inspired from global themes. There are a total of 15 designs in four different sizes and four different collections:
1.Globus
2.Ornate
3.Eclectic
4.Grandeur
Also to move into high-end Glazed Vitrified Tiles and Polished Glazed Vitrified Tiles and wall tiles
What are your future plans, prime market and investment details on the unit?
Aparna Enterprises is known for backward integration in sourcing good materials. As part of our strategy, we will be starting our own feldspar processing units. Feldspar accounts to 60% of raw materials we use in our manufacturing tiles and hence we want to make sure that we use good quality material. Also, we will be expanding our VITERO manufacturing plants in Gujarat in coming years.