The construction industry is once again booming in the post-COVID era, with major cities seeing new launches in the premium and luxury residential segment. In the meantime, there is at least a 20-30% increase in the cost of various input material, and so is the product. In this scenario, how can the uPVC window industry sustain its growth and competitiveness?
uPVC, or unplasticized polyvinyl chloride, is a type of plastic that is widely used for making windows and doors. It has many advantages over traditional materials like wood, metal, or aluminium, such as durability, low maintenance, energy efficiency, sound insulation, and resistance to weather, fire, and corrosion. uPVC windows are also aesthetically pleasing, as they come in various colours, shapes, and designs.
System aluminium has gained traction among users, architects, and influencers, especially in the high-end segment of the market. This change is primarily seen due to a couple of reasons. First, architects are creative, and large spans and heights have been instrumental in calling for new material, system aluminium, with sleeker sightlines adding to unobstructed views through these doors and windows.
Although this has not limited itself to low-rise bungalows and villas, but also to projects and high-rise buildings. Second, uPVC has been around for two decades and has lost its novelty. In addition, it’s quite complicated for users to identify between good and not-so-good quality products, and therefore the trust in the product is eroding. Third, people have started spending more on their homes, and they are looking for better-quality products. This has led (perceived) to a shift in demand from uPVC to system aluminium.
ARE WE SAYING THE uPVC MARKET IS SHRINKING?
The answer is no. The uPVC market is still growing at a healthy rate of over 20% year-on-year. The market has yet not peaked up to its potential (around 20- 25% market share) and therefore there is enough room for the uPVC products to grow. The industry will become more competitive and therefore new ways, new markets and innovations will help the industry grow further. Quality will play a very vital role in the sustenance and expect in the next decade there will be consolidation, merger, and clear demarcation of products by their type of performance.
Energy, sustainability, and green will play vital roles in the selection of newer materials or usage in specific segments. Thermal break in aluminium for better performance will see introduction and usage in the industry. Therefore, uPVC should become a preferred product in residential segments and thermal break aluminium mostly for commercial and façade applications.
The uPVC window industry has a larger perspective than just competing with system aluminium. It must cater to the diverse and evolving needs of customers, who are looking for more than just windows. They are looking for solutions that enhance their comfort, security, and lifestyle. They are looking for products that are customized, smart, and eco-friendly. They are looking for brands that are reliable, trustworthy, and innovative. The uPVC window industry should rise to these challenges and opportunities, and deliver value to the customers.
It should leverage its strengths, such as cost-effectiveness, versatility, and functionality, and overcome its weaknesses, such as lack of awareness, standardization, and differentiation.
Investment in research and development, quality control, and customer service should help the industry to create the much-needed differentiation. The uPVC window industry has a bright future ahead if it can adapt to the changing market dynamics & customer preferences.
Also, It has to embrace innovation, excellence, and sustainability, & create a niche for itself in the construction industry. It has to offer more than just windows, but a complete solution for the customers’ needs and aspirations. It must collaborate with other stakeholders, such as architects, builders, influencers, and regulators, and create a conducive ecosystem for the growth of the industry.
