Creating and delivering inspiring products, solutions and experiences form the DNA of REHAU. Extending this vision, REHAU has designed a unique mobile experiential showcase – REHAU Inspiration Express.
Encompassing the entire range of ADVANCED LIVING SOLUTIONS, from furniture, windows solutions and building solutions, REHAU Inspiration Express is a creative platform to interact with Architects, Contractors, Builders, Partners, Craftsmen & Consumers over 70 cities of India during the course of February 2018- April 2019. The REHAU Inspiration Express flag off was done in New Delhi in presence of noted architects of the industry, along with Mr. Ajay Khurana, Chairman of REHAU South Asia.
The bus has already travelled to 10 cities and has received an overwhelming response. The appreciation received by the customers is strongly driven by the value and the brand experience it has delivered.
In an exclusive interview with SURFACES REPORTER, Mr. Ajay Khurana, the Chairman of REHAU South Asia, shares his insights on the brand, its visions, the inspiration express, objectives and strategies
Q) REHAU recently launched the Inspiration Express bus. Tell us about the story behind the mobile unit. What is the ‘Go-to-Market’ strategy?
REHAU Inspiration Express, an interactive and creative platform was launched with an aim to reach out to the consumers’ right at their doorstep. REHAU’s ‘Go-to-Market’ strategy entails penetrating into newer markets with its innovative Advanced Living products and solutions. The mobile experiential showcase is an endeavour to facilitate the first-hand experience of the products with the audiences, and access to direct information through our sales team.
A slick & compact design makes REHAU Inspiration Express an attractive & interesting platform to explore, engage & learn more about REHAU’s world-class polymer offerings. It includes a display of surfaces solutions, windows and doors solutions, outdoor furniture, roller shutters, under floor heating and cooling solutions & plumbing pipes.
Q) What all does the bus include in terms of features. Which cities will it be travelling to?
Attention to detail is the most critical element of REHAU Inspiration Express with a focus on Furniture and Windows Solutions.
The products are featured through an innovative depiction of living spaces with REHAU Windows and Doors offerings, an experiential box, the kitchen display features custom storage roller shutter cabinets and surface solutions. The bathroom area also includes the innovative use of REHAU products and outdoor area features RAUCORD Furniture solution.
Q) How do you intend to engage architects and designers through the Inspiration Express?
We follow a three-pronged approach mentioned below:
Q) REHAU has a strong focus on ‘Made in India’ offerings as well. Which products will you be focussing more on for this?
REHAU has a strong focus on ‘Made in India’. It offers localised offerings for consumers in furniture, windows and building solutions. The company aims to double its dealer experience centres across India and target 1000 crore revenues by 2020, growing at a CAGR of 22%. It has two operational plants in Pune that manufactures a wide range of edge bands, various rigid profiles, profiles for windows and doors & various industrial solutions. In future, this plant is expected to develop more product lines to meet the increasing market demand.
A third facility in Vadodara, Gujarat, has been operational since December 2017. It is an extension of REHAU’s commitment to the Indian market and will cater to the growing demand of the Northern market. Initially, the Gujarat facility will be producing Edgebands and in future new products will be introduced, depending upon market & project needs.
Q) You are known for working with advanced materials and research. What is next in your ‘Advanced Living Solutions’ kitty?
At REHAU we have solutions designed to meet the consumer’s demand. This includes providing Advanced Living Solutions to our customers from flooring to ceiling. The current Furniture Solutions include RAUVISIO Laminates (RAUVISIO Crystal, RAUVISIO Brilliant, RAUVISIO Mirror), RAUCORD Furniture weaving material, RAUVISIO Surface solutions (RAUVISIO Mineral), RAUNKTEX Edgebands, RAUVOLET Roller Shutters. The Windows and doors solutions include uPVC Windows and Doors.
We will soon be launching our range of flooring and pre-laminated boards and Hardware for windows for the Indian market.
This Advertorial was first published in SURFACES REPORTER MAGAZINE, May 2018. The print copy can be Subscribed at http://www.surfacesreporter.com/subscription
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