Buddhaditya Bagchi_2013079_SIP Report

Summer Internship Report on HINDALCO Everlast Aluminium Roofing Sheets Utilisation of Hindalco Everlast Aluminium

Roofing Sheet for roof-on-roof constructions

in Urban Market

Buddhaditya Bagchi

Institute : Institute of Management Technology, Nagpur

ID No : 2013079

Email id : [email protected]

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Utilisation of Hindalco Everlast Aluminium Roofing Sheet for

roof-on-roof constructions in Urban Market

SIP project report submitted in partial fulfilment of the requirements for the PGDM

Programme 2013-2015

Submitted by

Buddhaditya Bagchi

Roll – 2013079

Supervisors: 1. Mr. Sujit Bagchi – Company Guide

2. Dr. Kapil Chaturvedi – Faculty Guide

Institute of Management Technology, Nagpur

2013-2015

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Acknowledgement

A summer internship is a great opportunity for growth and development during an MBA

course. My summer internship at Hindalco Industries Ltd. began on the 2nd

of April 2014 in

Kolkata. The two months were spent judiciously and was extremely enriching as I got a

chance to understand and acquaint myself with the functioning of an esteemed organisation.

At the very outset I would like to express my gratitude and heartfelt thanks towards Mr. Sujit

Bagchi, Everlast Marketing Head, East Region, for providing me with a chance to work on

this project and guiding me throughout the tenure of this project. In spite of his busy

schedule, Mr. Bagchi has always managed time to educate and guide me with his valuable

inputs and methodologies during the course of the training. This has greatly helped me in

inculcating the values of the organisation within myself.

A special word of thanks to my faculty guide, Dr. Kapil Chaturvedi, for his constant support,

guidance and valuable inputs towards the completion of my report.

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Contents

1. Acknowledgment

2. Certificate of completion

3. Executive Summary…………………………………………………………………...5

4. Introduction……………………………………………………………...…………….6

5. Limitations of the study………………………………………………………………..7

6. Objective………………………………………………………………………………8

7. Research Methodology………………………………………………………………...9

8. Aditya Birla – The company at large………………………………………………...10

9. Visions & Values…………………………………...………………………………..11

10. Aditya Birla – HINDALCO………………………………...………………………..12

11. Everlast Aluminium Roofing Sheets……………………………………………...….13

12. Product Features & Characteristics…………………………………………………..14

13. Product Classification………………………………….…………………………….16

14. Technical Specifications of aluminium roofing sheets………………………...…….21

15. Business Models.……………………………………..………………………………22

16. Lessons & Learning…………………………………...……………………………..24

17. Scope and Utilisation of the product in the following Industries…………………….27

18. Industry Visits………………………………………………………………………..39

19. Interpretations & Findings………………………………………...…………………40

20. Recommendations……………………………………………………………………42

21. Conclusion………………………………..…………………………………………..49

22. References………………………………...………………………………………….50

23. The Gallery…………………………………..……………………………………….51

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Executive Summary

India is growing hotter and the rains are getting stronger. The pollution is increasing just as

much is the population. With the population increasing, so does the need for shelter. With

industrialisation increasing, demand rising, there comes the need for more factories. This is

where Hindalco roofing sheets come into the picture. They stand in good stead to capture a

huge market with a lot of potential and need.

Roofing is extremely essential and an effective one also. Aluminium roofing sheets are made

of superior quality and benefits when compared to other roofing materials. They have a long

life and do not rust away. They do not require maintenance and hence cut down on the

recurring cost. They provide strength in the roofing but due to its light weight they do not add

a lot of additional weight to the structure.

The following study would analyse in depth all the various features and specifications of

Hindalco aluminium roofing sheets and would analyse their uses from an institutional point

of view. Every industry has its own needs for a strong roofing and this study and project aims

to identify and address the needs and issues of these industries accordingly.

But before all that the project would throw light on all the benefits, specifications (Technical

& Mechanical) and the features of the product as it is essential to know the product in depth

before setting out to study industries and pitching to them about the benefits and uses of the

product in their factories.

The project also throws light on how to appoint distributors and retailers to deal in Hindalco

Aluminium roofing sheets. Eventually the project would explore areas where the aluminium

roofing sheet can also be used and marketed effective.

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Introduction

This project focuses on understanding the product in detail. Its feature, technicality, benefits

and effective uses. It is focused towards studying various industries where aluminium roofing

sheet finds ample uses and the underlying reasons as in why this product is so beneficial to

them. Every industry has its own reasons and the project deals with studying these facts and

then approaching the industries to increase market reach, pitch to potential users and

successfully convert them from using G.I. sheets to aluminium roofing sheets.

This project analyses in depth the underlying reason behind the use of aluminium roofing

sheets in the TMT bar manufacturing industry, rice mill, warehouses and also draws up a set

of recommendations as to how to increase market reach and sale volume through sales and

promotional activities.

This project also chalks out a plan to widen the applications and potential customers and

users that can be targeted to use Hindalco Everlast aluminium roofing sheets across

institutions and retail market and suggest some findings that were developed along the course

of the project work in the operations of Hindalco Everlast division.

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Limitations of the Study

1. The project is focused on the eastern region of India and not the Hindalco Everlast

division of India as a whole. So generalisations of findings are restricted to the eastern

Division.

2. The product is in existence for approximately 12 years and its vigorous marketing

began only 8 years earlier. Hence product awareness and knowledge level is low and

often feedback and responses are vague and not in sync with the product.

3. Findings about uses and applications are a plenty but in this project, it is confined to a

few industries which have been visited, studied and analysed in details. Other industry

uses have been drawn up as suggestions.

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Objective

The project focuses on the utilization of Hindalco Everlast Aluminium Roofing Sheet for

roof-on-roof constructions in urban market.

Primary Objectives

Detailed study and in-depth understanding of the product.

Understanding its STP model.

Approaching various institutions and industries and create awareness about the

requirements of the product.

Studying and analysing various industries and accordingly pitching the product to fit

their needs and requirements effectively.

Interaction and interviewing authorised Hindalco aluminium roofing sheet dealers.

Accordingly devise recommendations to contribute towards the growth of the product.

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Research Methodology

The project was divided into two parts

Understanding the product, its technical specifications and utilities. The core

competencies of the product and its uses. Studying the product in depth and how

the core competencies can be used to target the galvunium sheets industry. The

first few weeks were spent in studying the product and how it is to be handled and

installed. Understanding the methodologies as in how to appoint a distributor and

a retailer.

The next part of the product was focused on studying industries, analysing their

roofing needs and requirements, their products and manufacture. Identifying and

analysing ways in which the aluminium roofing sheets would find use in the

related industry. Making pitching points for the product and visiting the targeted

industry to pitch for the product. This half also required me to answer query calls

from similar industries and accordingly visit their offices to pitch for the product

as they were highly unsatisfied with the iron roofing sheets. Eventually the project

was completed by providing recommendations and suggestions from both, the

sales and promotional point of view and from the application point of view.

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Aditya Birla Group – The company at large

Established in the year 1958, Aditya Birla group is a US $40 billion corporation and a

member of the Fortune 500 companies. It houses over 120,000 employees from as many as

42 different nationalities. The group operates in 36 countries - Australia, Austria, Bangladesh,

Brazil, Canada, China, Egypt, France, Germany, Hungary, India, Indonesia, Italy, Ivory

Coast, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar, Philippines, Poland, Russia,

Singapore, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand,

Turkey, UAE, UK, USA, and Vietnam.

They are known worldwide for being a metal powerhouse and a cost-effective one in copper

and aluminium production. Hindalco-Novelis is the largest aluminium rolling company and is

one of the largest producers of primary aluminium in Asia.

In India they have achieved the following:

The largest branded fashion apparel and lifestyle player

The second largest manufacturer of viscose filament yarn and the largest exporter of

the same

A major player in the telecom sector

Among the top 10 cement manufacturers

They are also a part of the top two super market chains in the retail business

These were the business side of Aditya Birla group. They also reach out to 7 million people

every year through the Aditya Birla Centre for Community Initiatives and Rural

Development spearheaded by Mrs. Rajashree Birla.

Works towards providing healthcare, education, sustainable livelihood and contributes

toward social reforms across various countries such as Brazil, Egypt, Philippines, Thailand,

Indonesia, Korea.

They also facilitate the running of 42 schools which provide proper education to 45,000

children. Among these, 18,000 belong to under privileged segment of the society. They also

provide scholarships 8,500 children as well.

They have built 18 hospitals which cater to the needs of more than a million villagers. They

also strongly believe in a CSR way of life in organisations and have set up FICCI – Aditya

Birla CSR Centre for Excellence, in Delhi.

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Vision and Values

Vision – To be a premium metals major, global in size and reach, excelling in

everything we do, and creating value for its stakeholders.

Mission - To relentlessly pursue the creation of superior shareholder value, by

exceeding customer expectation profitably, unleashing employee potential, while

being a responsible corporate citizen, adhering to our values.

Values

o Integrity – Honesty in every action

o Commitment – On the foundation of integrity, doing what it takes to deliver

as promised

o Passion - Missionary zeal arising out of an emotional engagement with work

o Seamlessness - Thinking and working together across functional silos,

hierarchy levels, businesses and geographies

o Speed - Responding to stakeholders with a sense of urgency

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Aditya Birla – HINDALCO

Hindalco, an industry leader in aluminium and copper, is the flagship company of Aditya

Birla group. It is the world’s largest aluminium rolling company and is also one of the biggest

players of primary aluminium in Asia. They were established in 1958 and commenced their

operations at the Renukoot plant in Uttar Pradesh in the year 1962. Further acquisitions and

mergers with Indal, Birla copper and the Nifty and Mt. Gordon mines in Australia further

added muscle in value added alumina, aluminium and copper products.

The acquisition of Novelis in 2007 propelled Hindalco into the top 5 aluminium majors

worldwide. They have global footprint in 13 countries and enjoy a net turnover of USD 14.8

billion.

Hindalco houses several products which are known for their reliability and superior quality:

Aluminium Extrusion brands

Hindalco extrusions

Maxloader

Eternia

Aluminium Flat Rolled Products (FRP) brands

Everlast

Aluminium foil brands

Freshwrapp

Superwrap

Freshpakk

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Everlast Aluminium Roofing Sheets

This is a finished product of Hindalco Industries Ltd. They are extremely light but at the

same time have a high strength to weight ratio. These roofing sheets find ample uses across

all fields such as Institutions, Government projects and the Retail market. Its unique abilities

and unmatched benefits make it an ideal choice for all roofing solutions. From protection to

investment, its benefits are contained in a wide spectrum. We all need a roof to survive and

offer a shelter to our heads and Everlast roofing sheets serve the exact desired purpose. From

side cladding to roofing sheets, Hindalco manufactures them keeping in mind the benefits

that the customers would reap out of it and the positives that the society and environment at

large would gain out of it.

These Roof on Roof structures can be fabricated on the terraces of houses for additional

protection from the glaring heat and heavy rains. They can be fabricated to provide additional

protection to the balcony from direct sunlight and rains. They help is effective utilization of

terrace spaces such as a gathering, small party or even the drying of clothes. Being a

temporary structure it can be easily dismantled if need be and sold off to procure a hefty

amount as it serves as an asset because the price of this metal never depreciates. Further, the

rainwater which drains of from the roof on roof structure can be put to good use such as rain

water harvesting.

For the industries, these sheets provide them with a clean and green working environment as

it is in itself a green and fully recyclable metal. Also it keeps the inside area under the sheet

cooler than the outside temperature by 7-8°C which in turn improves the efficiency and

productivity of the workers. Also as these sheets do not rust or wear away, their long lifetime

gives the benefit of non-replacement of the roofing sheets to the industries. They do not

require any maintenance and this cuts down on the recurring cost. Also as each industry has

its own problems with roofing sheets, aluminium has proven to be a metal which provides a

solution to all their roofing woes. The uses in the industries is not limited only to the roofs,

even side cladding is done which overall makes the factory a good place to carry out various

operations and manufacturing.

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Product Features and Characteristics

Nothing lasts like EVERLAST

As the saying goes, so does the product. Everlast is a Hindalco product, It provides

aluminium roofing solutions for those who need security, safety and long lasting protection

with an equally excellent ROI (Return on Investment). It is a hallmark of excellent quality

and exceptional reliability. The requirement is not limited to any roofing solutions but also

cladding needs at ideal economic solutions. As we progress with the report, we will discover

more about Everlast and why it is the ideal solution for all roofing needs.

We would first look into some of the benefits of the product:

Long Life – Everlast aluminium sheets can withstand the most difficult and harshest

of climatic conditions. It is highly corrosion-resistant metal and hence it offers

unmatched protection.

Zero Maintenance – Due to its anti-corrosive properties, the sheets do not require

any maintenance which cuts down on the recurring cost after installation as in the case

of GI sheets.

Light & Tough – One of aluminium’s hallmark property is its low density, which

results in it being a light material. They are about 1/3rd

the weight of corrugated

galvanized steel sheets and 1/7th

the weight of standard asbestos corrugated sheets.

Hence they become quite easy to install as well as handle. Due to this, the

transportation cost of the material is greatly reduced and also the sheets can be

constructed on relatively light supporting structures.

Easy & Fast Fabrication – Due to its incredible light weight, the aluminium

structures can be dismantled, transported and re-erected at different locations with

ease. Due to its strength, it is not brittle in nature and hence do not break or crack

during installation.

100% Rust Proof – Aluminium is totally rust free and finds great uses in areas where

the atmosphere is corrosive and is not suitable for galvanized sheet.

Looks like New forever – Due to its anti-corrosive properties, the Everlast

aluminium sheets provide an everlasting shine which increases the aesthetic appeal of

the roofing sheets.

Fire Resistance – Everlast aluminium roofing sheets are non-combustible and non-

flammable as per BS476.

Safeguards against Wind & Lightning – The roofing sheets are strong enough to

resist strong wind forces as specified by IS:875. They also offer the safest possible

shelter during electrical storms given there exists adequate and proper earthing.

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Better Thermal Insulation – Another unique feature of Everlast aluminium roofing

sheets which makes them an ideal choice for roofing solutions. Aluminium reflects

82% of the sunlight on its surface, absorbs 18% and emits a meagre 9%. This keeps

the temperature 7°-8°C cooler in summer, which in turn creates a comfortable

environment inside any factory/plant, which increases the efficiency of the workers

which is reflected through increased productivity. The reverse happens during winter.

The very low emissivity of aluminium sheets allow less amount of heat to leave the

interiors through the roofing, which in turn keeps the room temperature 7°- 8°C

warmer.

High Resale Value – One of the most additive properties of aluminium is that it has a

resale value unlike any other roofing metals. Even after years of usage, they do not

lose their value. As they are not prone to wear and tear, one can, at any time, recover

the money invested in them. As the price of aluminium sheet always increases, hence

the resale value also increases. Generally the resale value of aluminium roofing sheet

is 60%-70% of the current market price.

Zero Health Hazards – Premises intended for storage, handling and preparation of

food and beverage requires a non-toxic environment and clean surfaces. Everlast

sheets provide all these benefits and hence become an ideal choice for roofing. Also it

is a GREEN METAL, meaning it is absolutely eco-friendly and completely

recyclable and as it is void of fungus and bacterial infections, its demand is ever

increasing. One must recall that the medicine that we take comes in an aluminium

wrapped strip, the pressure cookers used to cook food is made of aluminium. Even the

foil paper that we use to wrap our food to protect it and keep it warm and fresh is

made of aluminium.

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Product Classification

Hindalco Everlast roofing sheets is available under three profile categories:

Plain Mill finish

Colour Coated

Tiled Sheet

Plain mill finish is the bare aluminium product. In other words it’s not colour coated and the

properties of aluminium is utilised to its maximum. It is available under the following:

Circular (Sinusoidal) Corrugated Sheet

Fig 1. Plain Mill Circular (Sinusoidal) Sheet

Fig 2. Colour-Coated Circular (Sinusoidal) Sheet

Everlast Circular Corrugated profile aluminium roofing sheet is manufactured from

high tensile special alloys. This is linear sinusoidal in shape and is most widely used

profile of corrugated sheets. Its classic looks, serves the basic needs of roofing

solutions and happens to be a perfect choice for general applications.

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TECHNICAL DATA

Thickness

(mm)

Kg/sq.m Kg/m Section

Modulus

(Z)

per pitch

mm3

Moment of

Inertia (I)

per pitch mm4

16/75

1250 mm

12/75

950 mm

10/75

800 mm

1.22 3.72 4.71 3.66 3.01 462 4670

0.91 2.77 3.51 2.68 2.25 348 3466

0.71 2.14 2.74 2.09 1.75 274 2697

0.65 1.98 2.47 1.89 1.60 251 2469

0.56 1.68 2.15 1.65 1.38 217 2123

0.45 1.38 1.70 1.31 1.10 175 1704

.35 1.07 1.32 1.02 0.86 137 1321

Table 1

Widths: Circular corrugated sheets are available in 1250 mm, 920 mm and 800mm.

Length: Everlast Aluminium Sheets are available in lengths between 1500 mm and

6500 mm. Other lengths can also be provided on request.

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Industrial Troughed Sheet

Fig 3. Plain Mill Industrial Trough Sheet

Fig 4. Colour-Coated Industrial Trough Sheet

Fig 5. Stucco-embossed Industrial Trough Sheet

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Everlast Industrial Trough (Trapezoidal) profile aluminium roofing sheet is

manufactured from high tensile special alloys. This is an angular profile with a robust

design and aesthetic looks which is pleasing on the eye. It also serves as a modern

alternative to the widely used circular corrugated sheets. This profile happens to be

the perfect choice for industrial and -institutional applications.

TECHNICAL DATA

Thickness

(mm)

Kg/sq.m Kg/m Section

Modulus

(Z)

per pitch

mm3

Moment of

Inertia (I)

per pitch mm4

Ind – 6

795 mm

Ind - 7

920 mm

Ind - 8

1044 mm

1.22 4.33 3.43 3.97 4.5 1739 41383

0.91 3.23 2.56 2.96 3.36 1310 31099

0.71 2.50 2.00 2.31 2.62 1037 24379

0.65 2.31 1.83 2.12 2.41 952 22346

0.56 1.96 1.57 1.82 2.07 823 19296

Table 2

Widths: Industrial Troughed (Trapezoidal) sheets are available in 1044 mm, 920 mm.

Length: Everlast Aluminium Sheets are available in lengths between 1500 mm and

6500 mm. Other lengths can also be provided on request.

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Tiled Profile

Fig 6. Tiled Profile Sheet

Everlast Roofing Sheets is available in traditional and ever popular Mangalorean tiled

profile. These are elegant in their appearance and add beauty to the roof of one’s

house. It is extremely pleasing on the eye as well on account of its aesthetic looks.

TECHNICAL DATA

Thickness (mm) Kg/sq.m Kg/m

0.5 1.66 1.63

Table 3

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Technical Specifications Of Aluminium Roofing Sheets

Mechanical Properties

Alloy Temper UTS (MPa)

Yield Stress

(0.2% proof-

stress)

Min

Max

AA3003 H18 200 240 180

AA3105 H18 195 -- 160

AA8011 H18 175 -- 140

Table 4

Chemical Composition (%)

Alloy Al Cu Mg Si Fe Mn Zn Ti Cr

AA8011 99.0 min 0.20 0.10 0.6-0.95 0.6-0.95 0.10 0.20 0.20 0.20

AA3003 Remainder 0.10 0.10 0.60 0.70 0.80-1.20 0.20 0.20 --

AA3105 Remainder 0.30 0.2-0.8 0.60 0.70 0.2-0.8 0.40 0.10 0.20

Table 5

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Business Models

STP Model of the product

Segment – The product serves a wide variety of segments and they do not confine

themselves to a single one. Hindalco carries out its business operations in aluminium

roofing sheets in the Institutions, Retail market and Government Projects. They attend

to all these three segments simultaneously and are constantly looking to develop each

segment further.

Target – The product aims to serve a high end educated class of customers. The

product associates itself with a high end purchase value due to its features and price

tag. There exists a lot of technicalities in this product and the importance and benefits

of this product can only be understood through a scientific approach. Hence the

product targets the educated mass of well to do class who would shell a few extra

bucks for that better and healthier taste of living.

Positioning – The product is positioned as a luxury item because of its base price tag.

It would require an analytical brain to actually judge the price tag of the product and

the benefits associated with the same. The product I positioned as an effective roofing

solution only and as well as side cladding for industrial purposes. Hence its

positioning would draw customers accordingly depending on their interests. It is clear

about the fact that it aims to provide roofing needs and solutions for a better shelter.

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4Ps of the product

Product – The product is essentially a green metal and is 100% recyclable. It is

totally rust free and does not require any maintenance. Most importantly it serves as

an asset, an investment whose value never depreciates but only appreciates.

Furthermore it comes with the brand tag of Hindalco which makes the product more

reliable.

Place – The product is a boon for heavy rainfall area as it does not rust unlike

galvunium sheets. It is of great help in the coastal area as there are immune to the

effect of salt water. Iron sheets cannot survive salt water but aluminium roofing `does

not rust away in the presence of salt water. Has an average coverage and market reach

in the eastern region and market penetration is also low. In places of extreme

temperatures, its reflectivity characteristics and ability to keep the insides cool works

in its favour as an excellent roofing solution.

Price – The price would appear high to the naked eye but it takes some analysis to

realise that the price of the product is extremely reasonable if not better than expected.

People misjudge aluminium to be highly expensive when compared to G.I. and

asbestos sheets. But in reality, the density of iron is 3 times that of aluminium making

it a less efficient metal. The cost of iron sheets is 3 times less than that of aluminium

sheets. So after analysis, we can see that the effective price of both the metal sheets is

the same.

Promotion – Presence on print media is relatively low. Frequency of ads should be

increased. Also there is no presence of the product on digital media which is a very

powerful tool. Billboards are not used frequently to promote the product. Product

awareness stays low and sales volume and market reach is restricted. Sales and

marketing executives are few in number and hence promotions are not very active

leading to lesser product knowledge.

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Lessons and learnings

Precautionary Steps for proper maintenance of Aluminium Roofing

Sheets

Transportation

o During transportation, one needs to provide sufficient cushion with straw or

thick tarpaulin on the truck bed before loading. This would protect the sheets

from the nuts and bolts which tend to have a punching effect on the sheets

otherwise.

o One should strictly avoid loading heavy materials on the sheets and also

should avoid dropping the sheets from a height.

o During monsoons, proper care should be taken to cover the sheets with

tarpaulin. Entrapped rainwater can leave behind watermarks on the sheets

which would affect its aesthetic look.

o One should not carry any alkaline materials such as cement or fertilizers with

the aluminium roofing sheets because they tend to cause a chemical reaction

with the sheets.

Storage and Handling

o The sheets should be stored under a shed and properly covered with tarpaulin.

o The sheets should be stacked on a batten with a longitudinal slope so that the

condensation on the sheets is allowed to drain away.

o Water should not be allowed to stay trapped in between the horizontal sheets

as it is likely to cause marks.

o The sheets should be stored away from alkaline materials to avoid any

chemical reaction with the sheets.

o One should wipe the sheets dry if they get wet.

Fixing and Layout

o While cutting, one should use a pencil or a steel point mark and cut along the

line with a hacksaw.

o Always ensure that the starting row sheets are laid at the eaves end with proper

alignment with the help of a guide thread.

o Avoid attempts to sharply bend the sheets.

o The sheets should not be cut with a chisel as it results in uneven edges and

deforms the sheet.

o Always pass the attachments and accessories through the crests of the

sinusoidal of trapezoidal sheets.

o One should paint the purlins before the installation of the sheets.

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o One should also clean the sheets after the masonry work is complete to restore

the aesthetic look of the sheets.

o Use self-screws instead of J-hooks to make the fixing more strong and

effective. It would also increase the aesthetic value of the structure.

o Also one should use aluminium accessories to extend the life of the sheets.

o One should avoid using copper/brass/bronze fittings as that would cause

bimetallic corrosion.

Environments

o Proper care should be taken to earth the aluminium sheets properly as they

offer protection from lightning damage due to its high electrical conductivity.

o Steps should be taken to ensure that there exists adequate ventilation and

sloping to avoid any condensation.

Ways to approach a retailer

We need to first plan out a Pre-Call preparation which includes the following

o Thorough back ground research of the territory is required. We need to

understand its Absolute Economy (Industry which contributes the maximum

towards the economy of the area) of the area.

o Accordingly we need to choose the segment/economy and educate as to how

this can protect the major economy and ensure that we begin the conversation

on a positive note.

o Look to seal the deal then and there to gain a competitive advantage.

We need to ensure that we visit the retailer at a favourable time, when he would be

willing to entertain us.

We need to examine his store. Study the products and goods he sells, his customer

base, area of operations, and degree of reach.

We need to estimate his turnover/profit as investing in aluminium is a big affair and a

lot depends on his capability to stock this product.

We need to study the hardware goods that he is selling and if aluminium is present

among them, them in what form is it present.

If there is absence of aluminium in his goods, then we need to find out the reason for

the same. We need to study the competition present in the store with respect to

roofing solutions.

If he has tried to sell Aluminium Roofing Sheets previously, then we need to study the

difficulties faced by him for the same.

We would have to educate him about the product EVERALST. Its uses,

characteristics, utilities and the benefits that it has to offer when compared to other

roofing solutions such as GI Sheets and asbestos roofing sheets.

We need to be aware of the schemes and offers provided by our competitors examine

as to why he has never stocked aluminium, the difficulties that he might have faced

26

with aluminium and in what way can we rectify them and also bring extra additives to

the table so he would develop a liking for the product and promote it with equal

enthusiasm.

We would request the retailer to aloe us to set up a demo shop in the store to garner

sales for the product, to raise awareness and educate the customers about the product.

If the pilot program turns out to be a success, then we can hold further discussions

with the retailer and appoint him to sell Hindalco Roofing Sheets.

Ways to appoint a Distributor

We need to first plan out a Pre-Call preparation which includes the following

o Thorough back ground research of the territory is required. We need to

understand its Absolute Economy (Industry which contributes the maximum

towards the economy of the area) of the area.

o Accordingly we need to choose the segment/economy and educate as to how

this can protect the major economy and ensure that we begin the conversation

on a positive note.

o Look to seal the deal then and there to gain a competitive advantage.

As a general knowledge we would avail the public transport system to take us to a

hardware market area where we would directly be able to speak with the dealers.

We need to locate roofing sheet dealers in the hardware market.

In general, these dealers are supplied their products through the channel of a local

distributor. We would be required to avail all and any information about the

distributor and get a rough idea of his operations, like method of payment, delivery

schedules. Delivery accuracy and networking, his operational area.

We would then approach the distributor to seal a deal with him and appoint him as a

Hindalco Roofing Sheets distributor. We would have to educate him about the

product EVERALST. Its uses, characteristics, utilities and the benefits that it has to

offer when compared to other roofing solutions such as GI Sheets and asbestos

roofing sheets.

We need to be aware of the schemes and offers provided by our competitors and

examine as to why he has never stocked aluminium, the difficulties that he might have

faced with aluminium and in what way can we rectify them and also bring extra

additives to the table so he would develop a liking for the product and consequently

promote the product with equal enthusiasm.

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Scope & Utilisation of the product in the following Industries

This section will discuss in details how the Hindalco aluminium roofing sheets are beneficial

for the following industries, how it caters to the demands and requirements of the following

industries and in what ways it proves to be the ideal choice for roofing solutions, ahead of

galvinium roofing sheets.

TMT Bar manufacturing Industry

TMT Iron bars used for construction

TMT or Thermo-Mechanical treatment is a metallurgical process that combines work-

hardening and heat-treatment into a single process.

TMT Iron Bar manufacturing process

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Here we can see a schematic representation of the TMT Bar manufacturing process. TMT

bars are made from sponge iron which contains a high level of impurities. The furnace

used for hot rolling and melting of the sponge iron is operated with coal, which contain

high levels of sulphur impurities. When the furnace operates and gives out exhaust fumes

full of impurities, these fumes tend to rise up and settle on the inside surface of the roofing

sheets. If these sheets are galvunium sheets (Iron Sheet coated with zinc oxide), then these

impurities destroys the iron sheets. When these impurities combine with the moisture

present in the air, the sulphur component forms sulphur dioxide which eats up the Zinc

Oxide coating and then attacks the iron metal. This oxidises the iron sheets and decays

them making gaping holes. In short, the iron roofing sheets are totally damaged and it can

no longer serve the purpose. This damaging of the iron roofing sheets hardly takes 3-5

years. The factories then require to go for total change-over of the sheets which again

leads to an expenditure. Adding to all of this is a recurring maintenance cost of the iron

roofing sheets. They need to be painted from time to time to avoid rusting of the sheets

and the consequent damages to the sheets.

This is where Hindalco Everlast Aluminium Roofing Sheets proves to be so effective

for the following reasons:

First of all, the Aluminium Roofing sheets are rust free under all situations and

conditions. It does not get oxidised due to moisture and hence its strength doesn’t

decrease. The metal does not get eroded and provides proper roofing and

effectively serves the purpose.

The Sulphur and other impurities that get deposited on the inside of the aluminium

sheets, does not have any effect on the sheets. It cannot damage them or punch any

holes. Totally inert to the impurities.

Zero maintenance cost. The aluminium roofing sheets do not rust or decay and

hence unlike galvunium sheets which requires frequent painting, these sheets do

not require any painting. All it requires is just a time to time cleaning of the

accumulated sheets with a dust blower or washer as the sheets are immune to

sulphur impurities.

The density of aluminium is 2.7 gms/cm3 and that of iron is 7.9 gms/cm

3, which

indicates that aluminium is 3 times lighter than that of iron. This greatly reduces

Transportation costs, Installation costs and Labour costs. If one were to require

9 people to fix a sheet of galvanised iron, then it would take only 3 people to fix an

aluminium sheet of similar dimensions as it is lighter but strong.

Also due to its light weight, it’s easy to install which directly also reduces

Installation and Set-up time.

One of the most additive properties of aluminium is that it has a resale value unlike

any other roofing metals. Even after years of usage, they do not lose their value. As

they are not prone to wear and tear, one can, at any time, recover the money

invested in them. As the price of aluminium sheet always increases, hence the

resale value also increases. Generally the resale value of aluminium roofing sheet

is 60%-70% of the current market price.

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Another important feature of Everlast aluminium roofing sheets which makes

them an ideal choice for roofing solutions is that it reflects 82% of the sunlight on

its surface, absorbs 18% and emits only 9%. This keeps the temperature 7°-8° C

cooler in summer, which in turn creates a comfortable environment inside any

factory/plant, which increases the efficiency of the workers which is reflected

through increased productivity and has a positive effect on the balance sheet. The

reverse happens during winter. The very low emissivity of aluminium sheets allow

less amount of heat to leave the interiors through the roofing, which in turn keeps

the room temperature 7°-8° C warmer.

Such properties of aluminium prove very conducive to be used in the TMT bar industry

and hence ample orders are flowing in every day.

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Photos

Furnace Area of TMT Bar manufacturing factory

TMT Bar manufacturing furnace

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Warehouses

HUL Warehouse

Hindalco Everlast aluminium roofing sheets find extreme use in warehouse and storage

facilities. Locations where a lot of factories or plants are not present, warehouses form a

major industry and aluminium roofing sheets are extremely helpful. The following

properties help aluminium to become an easy choice for warehouse builders

First of all, the Aluminium Roofing sheets are rust free under all situations and

conditions. It does not get oxidised due to moisture and hence its strength doesn’t

decrease. The metal does not get eroded and provides proper roofing and

effectively serves the purpose. No perforation occurs and hence the inside of the

warehouse stays protected from rains and the goods don’t get damaged.

There is no recurring cost after installing aluminium roofing sheets. G.I sheets

require painting from time to time which needs further maintenance. But

aluminium roofing sheets have Zero maintenance and hence is a long term

investment.

The density of aluminium is 2.7 gms/cm3 and that of iron is 7.9 gms/cm

3, which

indicates that aluminium is 3 times lighter than that of iron. This greatly reduces

Transportation costs, Installation costs and Labour costs. If one were to require

9 people to fix a sheet of galvanised iron, then it would take only 3 people to fix an

aluminium sheet of similar dimensions as it is lighter but strong.

Due to its incredible light weight, the aluminium structures can be dismantled,

transported and re-erected at different locations with ease. If in future the

warehouse facility is to be shifted, then the aluminium structure can be easily

dismantled, packed and reinstalled in another location.

Also the Set-Up time is greatly reduced as it is extremely light when compared to

other metals.

Another important feature of Everlast aluminium roofing sheets which makes

them an ideal choice for roofing solutions is that it reflects 82% of the sunlight on

its surface, absorbs 18% and emits only 9%. This keeps the temperature 7°-8° C

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cooler in summer inside the warehouse. Hence the temperature inside the

warehouse is maintained at a proper level and cuts down greatly on the electricity

bills due to the use of air-conditioners. The reverse happens during winter. The

very low emissivity of aluminium sheets allow less amount of heat to leave the

interiors through the roofing, which in turn keeps the warehouse temperature 7°-8°

C warmer. These conditions are ideal for storage of food and other items which

need proper temperature regulation.

Premises intended for storage and handling of food and beverage requires a non-

toxic environment and clean surfaces. Everlast sheets provide all these benefits and

hence become an ideal choice for roofing. Also it is a GREEN METAL, meaning

it is absolutely eco-friendly and completely recyclable and as it is void of fungus

and bacterial infections, its demand is ever increasing. One must recall that the

medicine that we take comes in an aluminium wrapped strip, the pressure cookers

used to cook food is made of aluminium. Even the foil paper that we use to wrap

our food to protect it and keep it warm and fresh is made of aluminium.

Hence for storage and warehousing facilities, these properties of aluminium make it an

automatic choice.

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Rice Mills Industry

Rice Flour Milling Flow Chart

Rice forms a main source of nourishment for more than half the world’s population. The

most important commercial food crop requires adequate protection during the

manufacturing process. After harvesting the rice is taken to the rice mills for further

processing where the following processes take place in a sequential order

1. Drying of the rice through artificially heated air or by spreading them in the sun to

decrease the moisture content to about 25%.

2. Hulling

3. Milling

4. Enriching

5. Storing

Now, after studying the rice mill, we see that there lies the loading and unloading shade

right next to the exit gate. The trucks come in, load and leave immediately without any

hassle. The roofing above is made of aluminium sheets so that it provides proper

protection to the rice while loading. During rainy seasons, if these sheets were to be made

of iron, then they would rust away and the sheets would become perforated which would

lead to leakage of water and would damage the rice as well as crops during loading and

unloading. Hence these sheets are built of aluminium to prevent such damages.

Moving onto the furnace part where the rice is prepared, the steaming process which

prepares the rice. The steaming of the rice takes place at 950°C. Now the exhaust from the

steam furnace outlets which contains moisture, combines with the **** and dust in the air

and settles on the roofing sheets. This settling causes a muddy layer to be formed on the

roofing sheets which eventually results in the sprouting up of some greenery. This clogs

the corrugation and water drainage is blocked and water accumulation occurs on the

sheets.

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Now if these sheets are to be made of iron then this water clogging combined with some

exposure to air would cause the sheets to rust and eventually the sheets would develop

perforations and would crack open. This is where aluminium roofing is beneficial as

already mentioned, it does not rust and hence the sheets do not get damaged due to this

clogging or corrosion.

Further, one would require to clean this muddy clogging to allow drainage as well as

maintain the sheets. This cleaning would harm G.I. sheets as it would remove the zinc

coating on the surface and the metal would then become exposed. Hence the metal

requires painting again which is a form of incurring cost. Now if one were to avoid

painting then these exposed sheets would rust away and corrosion would occur which

would destroy the sheets completely and would require total replacement which increases

the cost of investment. But in the case of aluminium, no painting is requires which cuts

down on the recurring cost as well as the sheets do not rust which increases its longevity

and does not require time to time replacement.

Finally comes the storage part. This part is also very essential in a rice mill as when rice is

packed into the bags, they retain some necessary moisture which gives an increased

weight to the bags as well as keeps the rice in a proper state. Now if this storage section is

to be covered with G.I. roofing sheets, then the moisture content in the rice bags would be

lost due to the heat as G.I. sheets cannot keep the temperature underneath it cool and

neither can it reflect sunlight. Hence the moisture evaporates leading to a loss of weight in

the bags which is not a welcome scenario for the rice mills. Installing aluminium roofing

sheets helps in keeping the temperature of the storage area 7-8°C cooler as aluminium has

a reflectivity of 82% and emissivity of 9% of the 18% that it absorbs. As a result of the

cooler temperatures, the moisture content in the rice bags is maintained and proves

beneficial for the rice mills as it increases profitability on every bag of rice which is

eventually reflected in the balance sheet.

Hence we can see that the features of the aluminium roofing sheets allow it to be a good

choice for the rice mill industry.

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Critical area of rice mill factory

Loading and Unloading region of a Rice Mill

36

Rice Mill Storage/Go-down Area

37

Rice Mill Guest House

Another use of this aluminium roofing sheet is illustrated here. Most of the time, the rice

mill owners or clients of the rice mills, when pays the factory a visit, they need to be

assisted with the lodging as these rice mills are generally situated at the outskirts of the

small towns and lodging generally becomes a problem. Hence such guest houses are

constructed to help the clients and visitors to stay on the premises of the factory without

much of a hassle.

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Tea Factory

Tea is a consumable product. Now in a tea factory, the area where the tea is processed for

consumption, the fermenting and drying region is a critical area. The roofing of a tea factory

is to be constructed with aluminium due to its innate properties. The inside of a tea plant

houses a lot of moisture and oxidising agents and if the roofing sheets are to be constructed

with iron sheets, then these agents would settle on the roofing sheets and start to rust them.

This would lead to erosion of the roofing sheets and would damage the sheets.

Not only that, this phenomenon of the rusting of the iron roofing sheets would damage the tea

as well. The rust particles from the roofing sheet would fall down and mix with the final

processed tea and would be impossible to remove as they would look alike. This would

damage the product without the notice of the manufacturers and this in turn would prove

extremely detrimental and dangerous for consumption by the customers. It would result in a

health hazard.

This is where aluminium roofing sheets are extremely essential for the tea industry as:

They do not rust as moisture and oxidising agents do not have any reaction on them

and the sheets do not erode away or get damaged. Hence the possibility of destroying

the Tea is absolutely NIL.

The inside of the tea factory would stay protected as it is an everlasting metal and

does not get damaged for several years because of its long lifeline. It does not need

replacement or maintenance and this cuts down greatly on the recurring and

maintenance cost.

It keeps the inside of the factory cool and this increases the productivity of the

workers and also helps in maintaining the desired level of moisture in the tea after its

initial frying process.

The other great qualities such as light weight, asset value are always a bonus for any

industry and any form of usage.

Processing area of Bhatkawa Tea Factory

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Industry Visits

TMT Bar Industry

Kiswok Industries - Howrah

Super Smelters Ltd - Durgapur

TATA Metaliks DI Pipes Ltd - Kharagpur

Adhunik Metaliks - Mednipur

Concast Steel - Kolkata

Agro Industries

Bhadeshwar Rice Mill - Burdawan

Nivedita Rice Mill - Burdawan

New Tea - Jalpaiguri

Rangpur Tea - Jalpaiguri

Railways

Howrah Railway Station

Liluah Railway Workshop

Kachrapara Railway Workshop

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Interpretations & Findings

Although India is a highly populated country, most of the families belong to the

middle class income level. Aluminium being an expensive metal, the number of

buyers is restricted as the company usually targets and focuses their efforts on the

high end customers.

Demand for the aluminium roofing sheets is at a relative high, but production capacity

of aluminium roofing sheets is lesser than the demand. So delivery time for an order

ranges between 3 to 4 weeks

Production capacity of aluminium roofing sheets is much less as compared to the total

summation of the production capacity of G.I. and asbestos roofing sheets. This affects

market reach as product reach is low.

People misjudge aluminium to be highly expensive when compared to G.I. and

asbestos sheets. But in reality, the density of iron is 3 times that of aluminium making

it a less efficient metal. The cost of iron sheets is 3 times less than that of aluminium

sheets. So after analysis, we can see that the effective price of both the metal sheets is

the same.

Due to the presence of a lower market share and the presence of fewer executives in

the aluminium roofing sheets, awareness about the product is low and market

penetration is difficult as all executives don’t have adequate knowledge on the

benefits and features of the product as compared to G.I. roofing sheets.

Hindalco Industries Ltd might be understaffed with executives for a huge market in

roofing sheets. Market potential is extremely high and most sectors have remained

untapped due to lack of enough marketing executives.

Lot of industries require aluminium roofing sheets for their factories, but many are

unaware of its availability due to shortage of well-trained dealers and distributors and

the presence of few marketing executives.

Roof-on-roof structures are extremely beneficial and can be put to Industrial and

domestic uses. It is an eco-friendly product in today’s world where we aim to build

and maintain a safe and non-toxic environment.

Hindalco, for ages have focused on sales in raw aluminium. It is time to also focus

equivalently on finished product market such as aluminium roofing where the market

is untapped yet opportunities are a plenty.

Due to lesser supply w.r.t. high demands, product availability becomes an issue as the

product is not available widely at many dealers and distributors and retailers as

compared to G.I and asbestos sheets.

As conducting business in aluminium roofing sheets require an initial amount of

investment, many dealers and retailers are reluctant to do so as the investment is high.

There is very low presence of Hindalco aluminium roofing sheets on the digital front

and print media usage is also very minimal.

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Due to lack of proper knowledge about the product among the distributors and

retailers, many are unable to convince and market the product to the customers. They

lack confidence in the product due to inadequate training and hence they lose out on

potential customers and sales.

Due to this lack of knowledge and availability of information, often customers

themselves miss out on the benefits that the product has to offer and end up making a

wrong choice for roofing solutions.

Due to its initial level of investment, high selling prices and company policies, the

dealers and retailers need to be constantly motivated to conduct business in this

product.

Hindalco’s primary business is conducted in the form of raw materials. Hence the

production capacity of aluminium roofing sheets is not adequate enough to meet the

rising demands of the customers. Due to this low production capacity, often

aluminium roofing sheets are unavailable in the market and customers have to settle

for other roofing sheets, thus leading to a loss in sales for aluminium roofing sheets.

Aluminium usage in India

42

Recommendations

The suggestions need to be categorised from two perspectives:

1. Sales and promotional

2. Applications

Sales and Promotional

To start off with, certified training and knowledge sharing sessions can be

conducted with roofing fabricators. A professional session with metal roof

dealers, retailers and fabricators would eventually motivate them to promote and

look to push the sales volume of Hindalco Everlast roofing sheets.

Pricing of aluminium sheets is high to the naked eye. Hindalco can tie-up with

major construction firms such as DLF, Ahluwahlia, Bengal Ambuja, Unitech and

the like and offer them special concession rates on installing Everlast roofing

sheets during the course of their real estate and construction projects.

The concession rates can also be extended to government projects alike such as

the railway, port and airport authority projects as Hindalco Everlast roofing

sheets are widely used by the government. Hence to further increase and boost up

sales, such concession can be provided. Hence they would be favoured to use

aluminium roofing sheets for their projects.

Provided promotional flexes, banner and hoardings to various retailers to be put

up in their shop. This would serve the purpose of decoration to the shop by

adding colour to the shop. Also these promotional features would instil

confidence in the customers and would promote the product by creating

awareness among the customers. More enquiries will be raised and these queries

can be converted successfully if the retailers have been trained well.

Often customers aren’t looking for massive orders but would require a few

sheets. Warehousing and go-down facilities would promote storage of the

aluminium roofing sheets. So when customers are looking for a few number of

sheets for a small area, these readily available sheets can be provided to the

customers. This prevents the customers from returning back and choosing other

roofing materials and hence boosts up sales.

Increase presence in print media by providing advertisements twice every week

in leading newspapers. Also presence in the digital media is low, hence more

commercials can be telecasted on various new channels and during various soaps

and serials. Also aggressive promotion through digital media can be carried out

during sports events as this entails maximum viewership across India. More

commercials can be broadcasted during such sporting events to create more

awareness and generate more enquiries.

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Care should be taken to adhere to the local language during digital promotion as

this would help the audience to connect more and understand the usefulness and

benefits of the product to a greater extent.

Understaffing is a prevalent issue. More executives are required to create more

awareness and generate queries. The presence of more executives would increase

knowledge sharing and improve understanding about the product among dealers

and retailers alike. More executives would increase market visits and hence

market reach would be enhanced and sales would be boosted.

Hindalco can set up an exclusive showroom on Everlast roofing to cater to the

demands of customers. These showrooms can be attended by executives where

the customer would be briefed effectively about the benefits of the product. Each

customer can be attended to and the customers would derive satisfaction from the

process. Hindalco would also be selling a superior experience to the customers

which would bring in repeat and new customers.

Incentive schemes can also help in motivating the distributors and retailers to

develop more liking towards the product and put in extra effort to sell the

product.

Roadshows can be conducted more frequently to create more knowledge and

awareness about the product. Live roof-on-roof structure can be conducted during

such roadshows to demonstrate the actual qualities of the product. As aluminium

is light, easy to fabricate, they can be installed and dismantled very easily.

Getting a live demo would build confidence in the customer about the benefits of

the product.

Aluminium being a rust free metal can be vigorously marketed and campaigned

in coastal areas where the presence of salt water does not support iron sheets.

Aluminium is the only choice present. Also as India experiences extremes of

temperatures, the cooling effect of aluminium can be portrayed with more

emphasis.

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Applications

Aircraft Hangars can be constructed from aluminium roofing sheets.

o This would prevent the body of the aircraft from being heated up.

o Also during monsoons, the sheets won’t get damaged and won’t rust

away, so the inside of the hangar would stay protected because there

exists several equipment which is stored inside a hangar along with the

aircraft. Iron sheets won’t provide this benefit.

o Also because of its ease of installation, it can be set up as well as

dismantled and reinstalled elsewhere with extreme ease.

Pharmaceutical & Research Laboratories

o Such laboratories require a clean working environment which would

make the production process safe. They require a green environment

which would ensure that their production is safe and what better way to

provide them that other than aluminium roofing sheets. They are the most

eco-friendly metal and is recyclable. A green metal for a clean and safe

environment.

o A pharmaceutical laboratory may require a temperature controlled

environment. Aluminium being a good insulator would be able to

effectively control the temperature due to its reflectivity quality. They can

help in maintaining the inside temperature at a desired level which would

prove beneficial for the pharmaceutical drugs.

Cold Storage Shed

o Once again it’s the reflectivity of aluminium which finds its use here.

Aluminium is a good insulator and hence in cold storages aluminium does

not allow the cold to escape from the inside. It also reflects the sunlight on

its surface by 82% and emits only 9% compared to other roofing sheet

metals and materials. Hence the inside is already cooler by 7-8°C. It locks

the cold inside and helps in maintaining the desired temperature with

lesser power and cooling. This directly has a positive impact on the

electricity bills of the cold storage.

Kiosks

o These are structures which are temporary in nature. They can be police,

helpline, medical or even construction kiosks. Police kiosks and medical

kiosks can be constructed with aluminium roofing sheets. This would

allow the inside of the kiosks to stay cooler than outside by 7-8°C.

o Also since it is a non-rust material, it won’t get damaged during monsoons

unlike iron sheets.

o They can be easily fabricated as well as dismantled and re-fabricated

elsewhere due to its extreme light weight compared to G.I. sheets.

o Due to its non-corrosive nature and its long life, it provides a long term

investment in case it needs to be built into a permanent structure.

45

o For medical kiosks, a green and cool metal is exactly what it needs and

aluminium roofing and cladding is its only solution as it would cut down

on the electricity bills by lesser power consumption due to air conditioners.

Military Medical Aid

o In remote locations where the army is set up, makeshift kiosks can be

constructed using aluminium sheets. It is an ideal choice because for the

army it is a long term investment as it has a high resale value.

o Its light weight and durability allows it to be installed with ease and also

shifting it and restructuring it elsewhere is also hassle free. Due to its

strength and non-brittle property, it does not break during shifting or

transportation.

o In desert regions, where temperatures are at an extreme, aluminium

roofing sheet would allow in keeping the interiors of the shed cool by a

whopping 7-8°C. It reflectivity of 82% and emissivity of only 9% is what

allows the inside temperatures to remain cool.

o Also it being a strong metal and with the help of a strong alloy, it can

withstand great wind-load and keep the structure safe.

o In the mountain regions where temperatures are very low, aluminium

roofing sheets keeps the inside of the kiosk warm. Aluminium is a very

good insulator and hence it won’t allow the inside heat to escape and this

would enable in maintaining a warm temperature inside the kiosk.

o Also, once again with the presence of strong alloy and greater thickness, it

can withstand a great amount of wind load.

o This insulation would allow the medicines and drugs to be stored at a

desirable temperature.

Exhibition Stalls

o Such stalls can always be constructed with aluminium roofing sheets.

The need to be light in weight so that they can be easily installed

and dismantled and carried away.

They should provide a cool temperature than the outside because

they do not always use air conditioners, hence hot temperatures

will create problem for the people inside.

They should be strong and should be easy to install.

They should not rust away or get damaged from moisture as they

might be required for reuse.

Aluminium roofing sheets provide all these benefits with the added advantage

of a high resale value and a long term investment. So it takes the form of an

asset.

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Community Centres

o For consumer use, community centres can be provided with aluminium

roofing sheets to ensure a comfortable temperature inside the building

which would directly cut down on the power usage and electricity bills.

o A long term investment and hence won’t need any maintenance or

replacement. More so, the outside view of the building would be protected

from direct rain as it would drain away with the help of the roofing sheets.

Hence the paint on the outside walls would stay protected and the aesthetic

looks of the community centre would remain pleasant.

o A high resale value and a non-rusting metal would ensure no damage or

perforations to the sheet and it would serve its desire purpose of

protection.

Restaurants

o Roadside dhabas and eateries can be approached with this roofing concept

as this would lend an aesthetic look to their restaurant. Also tables which

are placed on the outside of the restaurants, can be constructed with

aluminium roofing sheets as this would keep the part under the roofing

sheet cool and this would give a pleasant experience to the customers

having their food outside, a view which is most common in roadside

dhabas.

Indoor Sports Complexes

o Indoor sports complexes should be constructed with aluminium roofing

sheets as this would keep the surface under, cool by 7-8°C and this would

prove extremely helpful for the sportspersons and would increase their

performance and effort. In India, this temperature control is absolutely

essential.

Generator Cover

o Generators should be provided with aluminium roofing cover.

They get heated up during operation and if the sun is beating down

upon it, then the core temperature of the generator would rise and

this would decrease its longevity. Hence if aluminium roofing sheet

is installed, then this would prevent direct sun from reaching the

generator as it would reflect the sunlight and keep the generator in

a cooler environment. This would increase its longevity and

performance as it would totally cut down on unnecessary heating

up of the machine.

They need to be protected from rain also and an iron roofing sheet

would rust away and get damaged. It won’t be able to protect the

generator. So aluminium roofing sheet does not rust and hence it

would serve as an ideal cover for the generator from rains.

Also a shielding from the sun and rain would keep the aesthetic

looks of the generator in shape.

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Paper manufacturing industry

o Here aluminium roofing sheet would find its use before the process at the

paper mill. When the pulp is created for the paper. In the chemical process,

wood chips from the logs are cooked in a chemical solution. This process

is carried out in huge vats known as digesters, in a solution of sodium

hydroxide and sodium sulphide. Often chemicals such as chalk and clay

are used also. These chemical residues when comes out of the exhaust

often sediment on the inside of the roofing sheets.

o Now if these sheets were to be made of iron, then it would get damaged

and rust away, leading to perforations and the sheet would fail to serve its

purpose of roofing. Iron would face corrosion due to the chemical residue

and when in contact with moisture, it would completely destroy the sheets.

Hence, aluminium roofing sheet would find ample use in this industry as it

does not rust and is non-corrosive in nature. Hence it won’t get damaged

and would require far less replacement if any required. It would serve the

purpose of roofing efficiently.

o But besides this, like always, it keeps the inside cool and hence increases

the productivity of the workers which has a positive effect on the balance

sheet.

Glass manufacturing industries

o Another industry where aluminium roofing sheet would prove beneficial is

the glass industry. For stained glasses, it is prepared in a modern furnace

with raw materials, along with alkaline fluxes and stabilizing agents. Also

elements and chemicals such as Cobalt, Chromium and Iron Oxide,

Uranium, Cadmium Sulphide or Titanium are also added to obtain

various colours.

o When the exhausts from the furnace throw out the residues of these

chemical in the form of sulphur, titanium and cadmium, these form a

sediment layer on the inner surface of the roofing sheets.

o If the roofing sheets are to be made of iron, then these would eat up the

oxide coating and come in contact with the iron and start to corrode it.

Also when in contact with moisture they would form rust on the metal and

destroy it completely. The sheet would be full of holes and cracks and

would lose its strength, become brittle and eventually come crashing down

and the damage can then be unthinkable. Also rainwater would worsen the

scenario and these sheets require a lot of maintenance and repairing. This

would increase labour charges and recurring cost.

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Hence aluminium roofing sheet form Hindalco is a solution to this problem.

Aluminium roofing sheets do not rust away and is immune to corrosion.

Hence moisture won’t have any effect on it and the sheets won’t be damaged.

They would serve the purpose of roofing sheets.

Also they have a long lifetime and they don’t require maintenance or

replacement for a long time and hence would cut down on additional recurring

cost and maintenance charges.

Being a metal with a high resale value, it becomes an asset to the purchaser as

its value never depreciates.

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Conclusion

Hindalco Everlast aluminium roofing sheet is a very promising product and offers unmatched

benefit in the roofing industry. Its superior performance over G.I. sheet makes it a ready

choice for consumers and the added benefits such as high resale value also proves beneficial

for the consumers. But the main problem lies in understaffing due to which market reach and

penetration is very restricted. More executives need to be hired and trained in order to spread

awareness about the product and also increase knowledge sharing.

Proper care should be taken to train the distributors well so that they can guide their

customers well and push for an increased sales in Everlast roofing sheets. With proper

guidance from the dealers, the customers would gain confidence in the product and the

approach of the dealers would heighten the importance of the product. Hence more training

and development need to be imparted to the distributors and retailers.

Product awareness though is growing, there does not exist a high production capacity to meet

the demands of the customers. Hence due to lack of product availability on time, the

customers opt for other roofing solutions. This leads to loss in customers.

Warehousing and go-down is another issue. The dealers don’t have a proper infrastructure for

storage of aluminium roofing sheets and hence they tend to lose customers who are to place a

small order quantity. Production capacity needs to be increased in order to meet the demand

of the customers and with temperatures rising, more demand would be created for this

product because the benefits offered by this product is seamless in every aspect and as more

customers are becoming aware of its existence, they are getting more drawn towards it.

Industries look at it as a long term investment for their roofing which would not get easily

damaged due to the exhausts as well as climate. Also their workers would feel comfortable.

Consumers on the other hand look at it as an asset and a metal to keep their homes cool

during summer and to protect the paint and looks of the house during monsoons, while at the

same time lending an aesthetic look to the house.

So in short, this product may have one use, but its benefits are more than desirable. The

company need to increase more executives in order to help customers to avail the benefits

and uses that this wonderful product has to offer.

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References

www.hindalco.com (May, 2014)

www.adityabirla.com (May, 2014)

www.google.com (June, 2014)

www.everlastaluminiumroofing.com (May, 2014)

www.roofindia.com (June, 2014)

Hindalco Everlast Roof-on-Roof brochure (May, 2014)

www.wikipedia.com (June, 2014)

Hindalco Everlast technical data brochure (May, 2014)

51

The Gallery

Roof-on-Roof structure installed at various residences..

Hindalco Everlast Roofing Sheet Exhibition stall at Roof-India 2014, Chennai

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Industries who have installed Hindalco Everlast roofing sheets

Brakes, India

Hotel Taj, Cochin

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Clockwise from left : (1) Aluminium Recycling Plant, Taloja. (2) Rajiv Gandhi Bus Terminus,

Cochin. (3) Tata Motors, Pune. (4) Pre-Engineered Site Building, Pune.

Jabalpur Railway Station

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Power Plant, Renusagar

HAAL, Aurangabad

Eastern Railway Workshop

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Fire Station, UP

Some other installations : Clockwise from left (1) Gloster Jute Warehouses (2,3) MORE group

warehouses (4) Roadside bus stop and resting pit

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It is a fact that 95% of Aluminium can be recovered from building scrap,

and it is a metal that can be recycled over and over again.

This recycling process prevents the environmental damage due to mining and also saves the energy

otherwise required to produce the original material.

With a growing worldwide demand that enhances scrap value,

Aluminium is a truly GREEN METAL.