Redefining Aluminium Systems Through Smart Standardisation With Innovative Customisation

In an exclusive interaction with WFM Media, Satish Kumar shares the brand’s journey from its European roots to its rapid establishment in the Indian market. Satish Kumar reflects on PROCURAL’s strong focus on high-performance aluminium systems, customisation, and sustainability, while outlining the company’s vision to shape the future of building façades in India.

Could You Take Us Through The Journey Of PROCURAL In India? How Did It Begin, And How Is It Progressing Today?

PROCURAL is part of the LAUMANN Group, Germany. Having built a strong legacy in uPVC with established brands such as VEKA, the LAUMANN Group identified aluminium systems as the next phase of growth. In 2023, the Group acquired PONZIO POLSKA, a leading aluminium systems company in Poland with over 40 years of experience supplying high-quality aluminium systems to the European market. In 2024, the company was renamed PROCURAL, and in the same year, PROCURAL India was established.

Operations in India began with a team of three members, which has since grown to 30. The company set up its office and an 80,000 sq ft warehouse in Hyderabad.

Within a short span, PROCURAL has developed four window systems and three curtain wall systems for the Indian market and is now strategically exploring the introduction of thermal break systems.

PROCURAL Positions Itself As A Premium, High-Performance Brand. What Truly Sets It Apart In A Crowded Market?

In the premium segment, several European players exist; however, they all face a common challenge—competition from low-cost, untested systems. Customers today do not select a brand based on name alone. They evaluate test reports, the range of hardware and systems available, and the level of customisation possible for their projects. Most projects now require some degree of customisation. This is where PROCURAL aims to differentiate itself by offering standard products with a high level of customisation.

Your Products Aim To Enhance Comfort—Thermal, Acoustic And Structural. How Do You Balance These Technical Requirements With Modern Design Expectations?

Market expectations continue to evolve, & untested products are often introduced by unscrupulous suppliers. During the design of the NEO slider, the interlock was initially developed at 25 mm, taking into account wind pressure and panel size requirements. Early feedback from select customers suggested making it sleeker. In response, it was reduced to 20 mm, but limited to windows and low-rise buildings with a wind pressure restriction of 1,000 Pa.

Subsequent requests for a 16 mm interlock were structurally and technically unfeasible, as a minimum glass engagement of 14 mm is required. From an acoustic and thermal standpoint, NEO is designed for 24 mm insulated glass units. Appropriate glass combinations help achieve lower heat gain. A specially designed side jamb with a four-layer sealing system provides effective noise reduction.

In the Gemini series, specialised Q-LON gaskets were selected in place of conventional weather strips for the sliding sash, significantly reducing noise levels. In addition, a concealed drainage system has been incorporated to perform efficiently during heavy monsoon and windy conditions.

You Work Closely With Architects, Fabricators And Developers. How Do You Ensure Alignment Throughout The Project Journey?

Each stakeholder plays a distinct role in a project. Architects define the elevation and specifications, PROCURAL develops systems aligned with their design intent, fabricators convert these systems into finished windows and doors, and developers require timely delivery within budget. To ensure alignment, PROCURAL works with select partners who share its commitment to delivering high-quality products on schedule and installing them correctly. Installation is a critical stage that is often overlooked; even a high-quality window can underperform if it is poorly installed.

PROCURAL Offers End-To-End Support. Can You Share An Instance Where This Approach Made A Difference?

While most companies focus on technical, design, logistics and marketing support, PROCURAL has taken an additional step with PRISM—PROCURAL Registration, Integrity and Support Mechanism. This is an in-house, QR code-enabled labelling programme developed to extend support to end users.

The PRISM app, available on both iOS and the Play Store, assures customers that they have received a genuine PROCURAL system. It provides details of the window supplier and maintenance requirements through a simple interface. Service tickets are logged with both the supplier and PROCURAL, ensuring prompt and accountable resolution.

Sustainability And Recycled Aluminium Are Core To Your Values. How Are These Implemented In Practice?

Evaluating supplier partners is essential to ensuring sustainability initiatives are effective. PROCURAL works with partners who share the same vision of sustainability, not only in the use of recycled billets but also in manufacturing processes. This approach is critical to building a long-term, successful sustainability programme. Some partners can supply green aluminium billets.

Bringing A European Brand To India Presents Unique Challenges. What Adaptations Have Been Required?

European products are widely associated with quality in the Indian market. However, meeting price expectations while maintaining the same level of quality remains a challenge. Developing systems based on European quality principles while leveraging local sourcing has been key. All non-thermal break systems have been developed locally, a process that was both time-consuming and demanding. Support from extrusion partners willing to meet strict tolerance requirements played a critical role in this effort.

In A Cost-Driven Industry, How Do You Help Clients Recognise The Long-Term Value Of High-Performance Systems?

Today’s customers have developed a strong awareness of quality, while still seeking competitive pricing. PROCURAL’s sales team is being trained to communicate the impact of its products on overall project performance and user experience, rather than focusing solely on features and specifications.

You Offer A Wide Range Of Systems, From Sliding Doors To Curtain Walls. How Do You Ensure Consistent Quality Across The Portfolio?

Consistent quality is achieved through careful supplier selection, adherence to established standards, and rigorous testing. Identifying defects early and refining processes ensures that issues are resolved effectively and do not recur.

How Do You See PROCURAL Shaping The Future Of Building Design And Performance In India?

PROCURAL aims to establish itself as a strong player delivering high-quality and distinctive products to the Indian market. The company is also exploring the development of stone- and metal-clad pivot doors, which would be a unique offering in India. Looking beyond conventional solutions is essential. With limited focus on skylights in the industry, PROCURAL sees opportunities beyond doors, windows and curtain walls. The sky(light) is the limit.