The INR 50 billion Indian architectural glass industry is set for an overhaul as Modiguard, Saint Gobain and Asahi, the three main players in the sector start an aggressive branding campaign. To date …
The INR 50 billion Indian architectural glass industry is set for an overhaul as Modiguard, Saint Gobain and Asahi, the three main players in the sector start an aggressive branding campaign. To date the glass sector had seen low involvement of final end users. The sudden burst in advertising has given this industry a new customer face. “When commodities like steel and cement can benefit from the branding exercise, there is no reason why glass should not,” Asahi India Glass managing director & CEO Sanjay Labroo said. Asahi entered the floatglass market only a few months ago and realising the low awareness for its brand decided to advertise for the first time. It has dedicated a budget of INR 60 million for advertising and marketing this year. Modiguard enjoys greater brand awareness due to its brand building initiated at a time when glass purchase was mostly done by intermediaries like carpenters and interior decorators. But Saint Gobain“s entry to the market in 2000, with its campaign focused on the clarity offered by glass, has woken the industry up to a bitter war in the architectural glass market.