Avant launches flooring panel in Northern region
Dec 07, 2013
Source : The Economic Times


DELHI: Avant, a Germany-based interior furnishing company, has launched its flooring panel in the northern markets through its joint venture partner NCC Urban, a subsidiary of Nagarjuna Construction Company Limited.

The company aims to capture 30 per cent of the Rs 550 crore wooden flooring market in the next two years, said Avant Enterprises Director - Business Development, Philip Mazloumian.

"We want to capture about 30 per cent of that within next two years. That's our target. We have big plans for the Indian market," Mazloumian told PTI.

Currently, it manufactures panels at Fujian, China and distributes globally from its Dubai-based distribution network.

According to Mazloumian, if the company gets good volume from India, then it may consider to manufacture locally.

"If India turns out to be a very profitable country for us, without any hesitation we would establish a manufacturing plant here in this country for the sale of this product and it may help in better pricing also," he said.

"But its a long term plan. If it goes well for 5-10 years," he added.

Avant entered the Indian market early this year by partnering NCC Urban and its products are now available in the South and Western regions.

Mazloumian refused to share details of the revenue model with his JV partner NCC Urban but said that the network would be expanded.

"NCC has a network of dealerships of 50 and it would add another 300 by the end of financial year 2015. They are the main sales force," he said adding that branding is with Avant.

For brand promotion, the company is planning to hire a celebrity for endorsement, which would be done soon, he said.

The company has put a price tag of Rs 400 for a flooring panel (of a fixed size) which includes the cost of installation and plans to target the upper middle class and corporate sectors.

"We have two sets of target. One is end consumer, which is upper middle class and above and other is corporate and projects sectors which includes hotels, restaurants, airports, shopping malls, hospitals etc," he said.

The company has launched panels in 15 colours including wood color, green natural, black and white on the basis of the research conducted on the choices of Indian consumers.

Avant sells panels for flooring, roofing, wall panelling and ceiling products in 20 countries including US, Europe, Middle East and some Asian countries including Singapore, Malaysia.







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