The Inside Track February 2014

Surfaces Spl.

A different approach to surface applications is now in the making. We don’t see them as standalone spectators when considering the architectural layout of a room. Instead, they have transformed into vivacious entities with an identity of their own. Take a look at some exceptional surfaces that are all the rage today.

When people think of walls many things come to mind. The art, photographs, paintings, stickers, certificates; various things create that wall. However, to accentuate the wall, it is paramount how cleverly the wall has been conceived in the first place. Walls are really the masterpiece that reflects on the individuality of a space.

To get started with the process of choosing the best wall coverings, it’s a good idea to take a look at the various options available.

PaintsPainting interior walls is the most common treatment for houses. The finish of painted walls can be burnished, textured, sponged-on or creatively finished in any number of ways. Thanks to technology, there is paint available for every type of surface with innumerable choices of finishes and environment friendly components.

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Exceptional Surfaces

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The wall, ceiling and floor together make a dynamic element of any living space. We bring you the latest trends and popular choices in each category. BY ULKA VARTAK AND REHANA PENWALA

homely feeling to our walls making us feel one with nature.

While paints, wallpapers, wood, tiles, etc. are the most common types of wall coverings; a designer can go much further and play with different materials to create that unique look.

3D Wall SurfacesThree-dimensional wall decorations are becoming increasingly popular these days and for good reason. This interesting contemporary décor trend is not only suitable for commercial spaces it is also a great way to bring an entire home to life. 3D wall panels or 3D tiles are all fairly easy to apply and fabulously entertaining to look at, even if it’s just to add some zing to a corner of a room.

Wallpapers and TilesThere are wallpaper designs to fit every design taste making it a popular choice for interior wall coverings. Murals created as wallpaper can capture a glimpse of a tranquil setting. Textured wallpaper can look like tile where you can feel the grooves on the paper. This faux paper can mimic many wall treatment options like stone, brick and embossed tin. Tiles

are one of the most common wall coverings today. Just like wallpapers, they are available in various finishes and are a popular choice for surface applications.

WoodWood is another growing popular choice for wall coverings today. Be it actual wood, veneers or wood panels - wood brings the perfect warm and

One can use graffiti as a high-end decorative wall treatment to accentuate a surface

2 THE INSIDE TRACK February 2014

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INSIDE TRACKTHE

Tiles: Digitally Delivered 8

Clever Flooring Concepts By Armstrong 10

Pioneering Resin Flooring Solutions 11

Transform Space With 3form 12

Corian®: Unlike Any Other 14

Revamp Your Ceilings With Gyproc 16

the latest On Recent launches And products 18

Kludi Gets Going In India 22

Sleek - The Kitchen Specialist 24

Maison&Objet Delights 28

CONTENTS FEBRUARY 2014

Exceptional Surfaces 1COVERSTORY

GraffitiOne can use graffiti as a high-end decorative wall treatment. Graffiti colours are bright and bold; they inspire fashion, art and design. Graffiti is done in a small amount of time, creating fluid story-like graphics that grab your attention and send a message. It has become increasingly popular as a form of art on canvas and on the streets over the last 40 years. When graffiti is done with precise geometric shapes, the results are truly a work of art. Trending currently are bright and colourful abstract or geometric paintings and accessories mixed

with pared back industrial or white interiors.

PanelsA wall panel is a single piece of material that serves as the visible and exposed covering for a wall. Wall panels are functional as well as decorative, providing insulation and soundproofing, combined with uniformity of appearance, along with some measure of durability or ease of replacement. Wall panelling comes in a wider variety of designer options, many with washable

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3D wall surfaces are a contemporary decor trend suitable for commercial spaces as well as homes

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surfaces making them suitable for any space desired.

MetalFor a modern, industrial-type of décor, sheets of metal, copper, tin or stainless steel can be affixed to the wall. Depending on the size and weight of the material, it may be secured to the wall with adhesive or screwed into it.

VeneersVeneer is a thin layer of material that is attached to a surface in order to make it look like solid wood or imitate another kind of finish. Veneers come in a myriad of colours and textures right from wood to stone. Leather or wood veneers are available in rolls or tiles that can be glued to the wall. Such wall coverings make a masculine statement and are often the choice for a den or bachelor’s home.

ConcreteConcrete is a wonderful material to use in interiors. A concrete wall gives a rustic, raw, rough and unfinished industrial look. Many designers are now using concrete in unusual ways and it would seem that there is nothing that can’t be made using this versatile material. Concrete can be finished with pigments to provide an integrated colour - it can be stained, polished and ground. Different materials can be added to concrete such as shells, glass shards, stones and pieces such as metal bars can be set into the concrete before it dries to provide a creative hand to the space.

Wall StencillingWall stencilling means replicating an image on a wall surface with a stencil that serves a template for outlining. Paint colours are later filled into the spaces for a complete picture. Depending on the texture of the wall whether in tiles, bricks or regular, selecting a suitable stencil design assumes the initial step. A stencil can also be self-designed complimenting

THE INSIDE TRACK February 2014

one’s taste and preference. More than being a current home decor trend, wall stencil is more original, innovative and cost-friendly.

Wall DecalsA wall decal, also known as a wall sticker, wall tattoo, or wall vinyl, is a vinyl sticker that is affixed to a wall or other smooth surface for decoration. Most decals use

StoneBuilders, designers and decorators have been incorporating natural s tone into home des ign for centuries. Stone is one of the most fundamental building materials in existence and essentially shows no sign of ever going out of style. Natural stone can fit perfectly into any decorating style, from ultra-modern to rugged rustic. Covering a wall with stone will add texture, colour and dimension to the room.

Exposed BricksAn exposed brick wall has become a popular feature in interior design. Leaving a wall bare with the bricks visible can give an unconventional touch to any space. They became popular in late 1900s because many people found that it was far less expensive to expose the brick in older homes then it was to repair or replace the damaged plasterwork.

is closely associated with Italian Renaissance paintings.

BambooBeautiful and practical, a bamboo wall covering can enhance any space. Bamboo walls are available in many stains and finishes, add a sense of flair to any room, and are an environmentally responsible choice. The surge in bamboo’s popularity as a viable alternative to wooden panelling has driven innovation and allowed manufacturers to develop many different styles of bamboo wall coverings. From laminated weaves to stitched mats to polished planks and everything in between, bamboo wall coverings offer a wide array of decorating options for every style.

MirrorsMirrored walls were a big trend in the 70s and 80s. Indulge in the luxury of creating visually larger, brighter spaces in your home by using this wonderful way of spreading natural light in darker corners while preserving much of the light’s original quality. Mirrors help direct sunlight throughout the space during the day, while at night it becomes an accomplice to any source of light present nearby. A mirror wall design can benefit many areas of the home - the dining room, living space, bedroom bar, hallway or bathroom can each become subject to an amazing modification.

StuccoStucco, roughly textured cement or plaster, is typically found on exterior walls, especially in desert areas. When used on interior walls, however, the coarse finish can add depth, interest and visual warmth. Interior stucco can be painted any colour to match the surrounding decor and is a way to give a new home a historic or handcrafted look.

One can go crazy while creating a wall covering as there are endless possibilities. With abundant materials to choose from, one can mix and match the materials to create the perfect wall surface and thus the right kind of wall.

only one colour, but some may have various images printed on them. Decals can range from simple, small wall borders and cut outs to more complex murals covering entire walls. They feature words, pictures and designs and are becoming an increasingly popular trend.

‘History repeats itself ’ is an old adage. This is so true of early wall surface treatments that are today back in vogue. Some of these materials not only accent your wall but are also eco-friendly. Here’s a look at the past (and also the present).

Clay One of the most enjoyable natural materials to work with is clay plaster. Clay plaster is nothing more than sand and clay (with chopped straw, if desired) mixed together in proper proportions to prevent cracking. When mixed and applied properly, this wall covering will be hard, durable and beautiful. In many regions of the country, clay plaster can even be used on exterior walls and may easily last for seven to ten years or more without any maintenance.

They add character and rustic charm to any interior and can make any room look quite industrial.

FrescoFresco is a technique of mural painting executed upon freshly laid lime plaster. Water is used as the vehicle for the pigment and with the setting of the plaster the painting becomes an integral part of the wall. The word fresco is derived from the Italian adjective fresco meaning ‘fresh’. The fresco technique has been employed since antiquity and

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The fresco technique for walls has been employed since antiquity and is closely associated with the Italian Renaissance

A concrete wall gives a rustic and unfinished industrial look that can be stained, polished or ground


Surfaces Spl.

Ceilings are one of the most exposed areas of any room. From virtually any angle a portion of the ceiling is always visible. While decorating a home most people think about the colours, or type of walls and floorings that will be the most appealing - the ceiling is often neglected - even though it is capable of really making a significant style statement.

From time immemorial ceilings have been decorated with frescoes, mosaic tiles and other surface treatments. While this is hard to execute today, a decorated ceiling can make all the difference to your project. Ceilings affect the look and feel of a room as well as its comfort and safety. Many ceilings are also designed to control sound or to be fire resistant. There are a variety of materials that are appropriate for a ceiling, with some becoming only too common than others. Here is a look at some interesting systems, materials and style options.

Drywall Suspension Systems and Dropped CeilingsWith design flexibility and structural stability, the drywall suspension systems allow you to mould your ceiling project as you see fit. This is the ceiling style commonly seen in most homes. Conventional drywall ceilings are typically eight feet high, have an uncluttered, flat surface and are easy to decorate.

Also known as a false or suspended ceiling, a dropped ceiling is a secondary type of ceiling that is hung down a few inches from the main structural ceiling, leaving a space between itself and the structural ceiling for concealing various structural elements such as lighting,

in a huge variety of colours and designs offering a bling ceiling.

Wooden CeilingsWooden boards are commonly used for the general structure of a home, and are thus typically a component of the ceiling. However, decorative planks are often used to cover the ceiling as well. An entire ceiling may be covered in planks, just like a wooden floor, or may have strategically placed planks to add

interest to an otherwise plain ceiling. Many types of decorative mouldings are also made from wood.

Stretch CeilingsA stretch ceiling system is a new modern invention. Stretch ceilings are an innovative solution to the lining of walls and ceilings, replacing traditional suspended grid and plasterboard ceilings and walls. Stretch ceilings can be used for wall coverings, light diffusers, floating

Reach For The Ceiling

Gone are the days of dull ceilings. With technology and the latest materials on call one can do wonders with what lies above.

piping, wiring and ductwork. These ceilings are made up of a grid work of metal channels that are in the shape of an upside-down ‘T’ and are suspended down from the main overhead ceiling. The metal channels are arranged in such a way that later they can house ‘tiles’ that would be dropped into the grid structure.

These tiles can be made from a variety of materials such as wood, plastic, metal or mineral fibres. As they can be easily placed or removed, it makes for easy access to the wiring or pipelines that are hidden behind them in case repair works need to be done. These tiles can also come in a variety of colours to add décor to the interior of the room. The segments of tiles can also be cut away for lighting and air-conditioning channels to be installed in them.

Gypsum and PVC CeilingsGypsum boards are lightweight, thermally insulated, sound insulated and fire resistant. Paints, laminates, wallpapers, ceramic tiles and texture finishes can be applied on the gypsum ceilings, to give it an extra finish. Gypsum is fast replacing plaster-of-paris as a material option. PVC ceilings are too making their presence felt. They are attractive, last for years and require almost no maintenance. The PVC ceiling panels offer excellent insulation, keeping you warm in winter and cool during the summer and are available

Dropped ceilings are a secondary type of ceiling that are hung down a few inches from the main structural ceiling, leaving a space between itself and the structural ceiling for concealing various elements

An entire ceiling may be covered in wood or may have strategically placed planks to add interest to an otherwise plain ceiling


Kajaria’s Eternity Wood collection is an elegant repertoire of wooden finish glazed vitrified tiles that are durable and zero maintenance

panels, exhibitions and creative shapes. What’s unique about stretch ceilings is that it can be constructed in numerous finishes, shapes and even explores three dimensional images making it suitable for retail, commercial or residential interiors; the options are endless.

Acoustical PanelsAcoustical ceilings are an excellent way to reduce noise within a space. From light reflectance to sound control, durability to aesthetics, you can customise the perfect panel for your ceiling projects.

Along with their decorative purpose, ceiling tiles are often designed to control noise levels in a room.

G e t A d v e n t u r o u s W i t h Your Ceiling Coffered ceilings of the past were typically architectural marvels, made from carved stone or prized wood species. A coffered ceiling is best described as, “creating a raised and indented checkerboard across the ceiling”. A coffered ceiling is usually created by framing a series of interconnected vertical and horizontal lines across the ceiling. The individual

and elegance to a space, while a t in-look ceil ing adds a rich, historical flavour.

A shed ceiling has a flat surface that slants upward on one side. These ceilings are typically seen in homes where the attic has been extended to create additional living space. The uneven wall height created by the unusual line of the ceiling brings a refreshing charm to a room. A tray ceiling is flat with a rectangular centre that is recessed to add architectural interest. This inverted space may be used for lighting fixtures or to add a visually appealing design element, like

properties of noise reduction. They were a type of spray-on or paint-on ceiling treatment using paper or Styrofoam based products to create the texture. However, there are still places where one would be able to find structures using this form of ceiling.

A cove ceiling (now extremely popular) uses a curved plaster transition between wall and ceiling; this may be incorporated into arched doorways, hallways, or other areas where a fluid effect is desired. These types of ceilings are extremely delightful; however, it is difficult to create a perfectly curved ceiling. It takes extra material, time, skill and creativity to craft that perfect symmetrical effect.

Luxury At Your Feet

From a very nascent phase a few decades ago to an all-out flourishing sector, the Indian flooring industry has made its mark. We highlight its trends and popular flooring choices.

With the advent of modernisation in every industry and changing needs, influences and preferences, people have become more discerning and don’t look at floors as just floors. They seek much more in terms of durability, aesthetics, maintenance and style.

There are also structural changes happening in the industry. Mr. Pankaj Sharma, Executive Director, Armstrong Flooring Products explains, “The size of the Indian flooring industry is 450 million square metres, of which 90% is the hard floor market and 10% soft floor market. Soft floor market is growing at a CAGR of 15-18%, while hard floor market is growing at a CAGR of 10%. We are in fact penetrating into the hard floor market. As time goes by we find more awareness and penetration of floor coverings into hard floor markets. It could be because of the better functional use of product categories.”

As far as consumer trends go, we

Ceiling TilesCeiling tiles are different from floor or wall tiles in that weight is an issue when decorating a ceiling. Ceiling tiles are lightweight and made from a wide variety of materials, such as plastic, metal, fibreglass, mineral fibre, wood fibre, vinyl-coated gypsum and even cork. Most tiles are designed for installation in a suspended ceiling system, though some are designed to stick to a ceiling and are ideal for decorating a plain ceiling that is in good condition.

boxes are then often trimmed with moulding - layering of which can be wider and thicker. A stained coffered ceiling is a classic luxurious ceiling option that somehow never manages to go out of style.

Cathedral ceilings soar to 15 feet or higher, creating a dramatic design element, as well as an open, spacious feel to a room or entryway. This ceiling style deserves a unique decorative ceiling to enhance its visual presence. The natural look of wood brings a touch of warmth

a contrasting paint colour or even a different ceiling material. Tray ceilings are typically seen in kitchens and dining rooms, which are often the main entertainment areas in a home. One design note to consider is that the difference in height between the main ceiling and the recessed area can make a small room appear bigger.

Although it is not typically used in many structures today, popcorn ceilings were a popular option a few decades ago. It was used in homes and residential hallways as it had

A coffered ceiling is best described as creating a raised and indented checkerboard across the ceiling

Cathedral ceilings soar to 15 feet or higher, creating a dramatic design element, as well as an open, spacious feel to a room or entryway


see many new options available in the laminate, vinyl and the wooden floor segment. There continues to be a huge market for traditional marble and tile floorings, especially newer designs, finishes and sizes that are available in the ceramic tile category. People have become more exploratory and want to experiment with different types of flooring. We list some of the best flooring materials that are in vogue to help you make better choices.

WoodEasy to install, wooden floors come in multiple styles and finishes and suffuse a room with warmth. There are different species of natural wood available - teak, ebony, wenge, rosewood, walnut, etc. - with shades ranging from browns to reds. 80-90% of the wood flooring species used in India are imported. These come in slim strips, wide planks and parquet.

The two types of wooden flooring are solid hardwood and engineered. The former is mainly reserved for high-end projects while laminates (the entry level products are actually printed surfaces made

to resemble different wood varieties) are more popular for commercial and mid-segment projects.

Hardwood can act as a good insulator, is non-allergenic and has a long shelf life. However, it responds to temperature changes. Engineered wood has superior stability, and is more resistant to everyday damage and less prone to temperature and humidity fluctuations. It also is a more economical option and is available in a wide price range.

Peop l e have a l so s t a r t ed experimenting with bamboo flooring, with it being a sustainable, appealing and a rapidly growing renewable resource. In strand woven bamboo, the hollow bamboo stalks are cut into strips, then dried and laminated under pressure. Carbonised bamboo is when bamboo stalks are steamed or kiln-dried, which makes them soft.

This makes it 20% less hard than traditional bamboo flooring. It’s lightweight and won’t shrink as long as it’s allowed to adapt to the home for about one week. It’s slightly more resistant to water damage, stains and warping than hardwood,

but is susceptible to scratches and discolouration.

Stone Stone floors are an old favourite. This option fits both interiors and exteriors and is available in a variety of colours, sizes, textures and finishes. India has a wide variety of stones used in commercial flooring such as marble, granite, sandstone, limestone, quartzite, slate, etc.

Stones have different surface textures according to their formation, but they can be treated to give them unique finishes like natural, honed, polished, flamed, sand-blasted or sawn. Stone is very durable, easy to clean, non-allergenic and has the ability to last for lifetimes. Most natural stone floors do not stain, are difficult to damage and are water-resistant.

TilesDurable and easy to clean, porcelain, ceramic, mosaic and terra cotta tiles are today the most popular flooring option for Indian homes. Tiles offer a variety of customisation options by using them in different patterns,

accenting them with designs or motifs or cutting and shaping them into different shapes. They’re available in a variety of options like polished, vitrified, glazed and unglazed.

Glazed tiles have a protective layer over the material, making them impervious to water and stain penetration. Unglazed tiles need to be sealed in order to protect their surface from liquids. Vitrified tiles comprise 40% clay and 60% silica and the vitrification process makes them hard, non-porous and non-abrasive. Mosaic tiles are made from different types of clay which are coloured with different pigments and, therefore, the colour is prevalent throughout the tile, even if it’s chipped.

Vinyl and Laminates Vinyl tiles are composed of coloured vinyl chips formed into solid sheets of varying thicknesses. They are easily maintained, abrasion-resistant, and available in many colours and designs. Laminates come in as handy options for imitation of wood, tile or stone. They’re durable, can be installed over old flooring and are a good choice for damp areas.


Spot Light

Technology has encroached into our lives to such an extent that it is seemingly

impossible to imagine life without it. The same holds true for the Indian surfaces sector which comprises of the ceiling, flooring and wall industries.

Products that were manufactured using traditional, time-consuming methods are now using state-of-

Tiles: Digitally DeliveredAdd a touch of panache to a space with digitally enhanced tiles that have revolutionised the way tiles are manufactured. BY REHANA PENWALA

designs and unlimited colours that can be printed accurately and consistently without ever worrying about mislaying the specific design or pattern. While the printing resolution involved in normal screen printing is around 60-80 DPI, digital printing gives a resolution of 350-1050 DPI. Moreover, with digital tiles it is easily possible to print on uneven surfaces as well - this was not feasible previously.

Besides these advantages, this technology is eco-friendly. The digital process minimises wastages. Also, by applying a wood or stone finish to the tiles, they help in conserving natural resources.

Properly installed digital tiles outperform and outlive nearly any other wall covering product. They are anti-bacterial, resist stains, dirt and can be cleaned up with a damp

mop, sponge or common household cleaners. Being suitable for various environmental conditions such as exposure to direct sunlight and radiant heat, fluctuating humidity and temperature and total water immersion, they are an ideal solution for almost any dwelling.

Digitisation has opened up a whole new array of possibilities and alternatives for the end consumer as well as the design professional. Modernisation helps to compete in the market too. With digitisation, tile manufacturing companies can serve international market too as per their design preferences and thus grow their business. Currently, the main market drivers are more frequent design changes by the consumer, the shorter life cycle of products, desire for greater product differentiation, etc.

the-art manufacturing processes. Tiles specifically have moved from conventional screen printing to digital printing. One such trend spearheaded by technology and which has caught on strongly in India is digitally printed tiles.

Created on principles and procedures which are similar to graphic art work, these tiles offer photo-like high resolution impressions where the ink gets to the deeper curves and edges of the tiles without compromising on the resolution of printing.

These tiles provide enhanced high-definition reproduction of colours and objects and can also efficiently reproduce the look of materials like marble, wood, stone, glass or metal. Digital printing technology allows for the creation of high and low relief patterns, handmade effects, fabric looks and mosaics that lend an artistic look to a home.

Digital printing technology is fast replacing conventional analog systems (flat, rotoscreen, roto cylinder) due to its versatility and flexibility. Though, the inks used in digital printing cost more than conventional inks, this is outweighed by the cost saving in the print rollers, the time saved in setting up analog systems and reduced inventory levels.

Digitally printed tiles offer a lot of customisation possibilities unlike traditional tile. They are available in thousands of naturally varying

The country’s major players in the tiles segment too are keeping in stride with digitisation. Kajaria Ceramics Limited, which offers more than 1000 options in floor and wall tiles, recently introduced a new collection of ceramic wall tiles manufactured using digital technology. The tiles are available in an extensive range of finishes. From the dynamic essence of wood to warm tones and subtle floral elements, the brilliance of contrasting shades and patterns blend to create spectacular spaces.

The ceramic tile industry is driven by consumer trends and retailer demands, both of which are changing rapidly. That, combined with the appeal of digital printing machines has now changed the dynamics of the manufacturing processes by delivering new and innovative products to the market.

Digital tiles provide enhanced high-definition reproduction of colours and objects and can reproduce the look of materials like marble, wood, stone, glass or metal

Somany’s tiles possess the uniqueness of high definition digital printing along with the power of a VC patented technology

Kajaria’s ceramic wall tile concepts with beautiful designs infuse a room with freshness


Co. Profile

Staying afloat in a market for as long as they have (a market that’s teeming with

competition) is not an easy task, not to mention a challenging one. With an over 150 year headstart, and a comprehensive product portfolio, Armstrong is easily associated with this arduous task. Their tried-and-tested philosophy for success is simple: ‘stick to your core business and values but adapt to changing conditions as the market and your consumer demand.’

And here they are, as one of the leaders in the design and manufacture of floors and ceilings around the world. To expand their business they have brought their expertise to India, while also giving us a wealth of qualitative, modern flooring solutions.

The type of flooring required for each space differs vastly, from residential to office, industrial to commercial, from healthcare to hospitality and many more

Clever Flooring Concepts By ArmstrongOne of the leading flooring solution providers Armstrong offers flooring that are suited for specialty segments. BY REHANA PENWALA

Armstrong’s product range includes hardwood, laminate, vinyl and linoleum floors which offer chemical resistance, extra slip protection, etc.

applications. Some spaces have special performance needs; the healthcare segment that needs to prevent germ accumulation on floors, the computer lab that needs to prevent electrostatic discharge from damaging sensitive equipment or the supermarket that needs extra slip protection. To cater to these and similar spaces, Armstrong makes specialty flooring that delivers performance along with aesthetics. Their product range includes hardwood, laminate and linoleum floors, as well as vinyl tiles and sheets which offer chemical resistance, resistance to mineral oil and grease, recovery from indentations, anti-static

awareness is going up, people are getting increasingly aware about various types of floor coverings. That’s where you find the category penetration happening and you hear about Armstrong or any other company being talked about.”

Due to this increasing consumer awareness, the flooring industry is on an upward scale. There are two types of flooring - hard flooring and floor covering or soft floors. Hard flooring includes stones, ceramic tiles, vitrified tiles and stones. That’s 90% of the flooring market in India. The remaining 10%, which is the category Armstrong operates in is floor covering or soft floors, which is further divided

that have a textured coating for an incredibly natural feel. This technology replicates the inspiration for any design flawlessly, through better colour fidelity and a clearer, sharper image.

Armstrong works with many prestigious clients across different segments such as The Oberoi Hote l s , Tr ident , Hyat t , Ta j in hospitality; Fortis, Wockhardt, Apollo in healthcare; Dr. Reddy’s and Cipla in pharmaceutical and DLF, Raheja, Lodha in the real estate sector, among others.Contact tel: 022 30480800email: [email protected]: www.armstrong.co.in

properties, etc. Their product range is priced from Rs.50 to Rs. 500 per square foot.

Talking about the changing dynamics of this segment, Mr. Pankaj Sharma, Executive Director, Armstrong Flooring Products, says, “We have been selling floor coverings in India since we started here in 1958. However, the penetration level of floor coverings was less and so was the market share and size. As the market

depending upon the application.Mr. Pankaj Sharma elaborates,

“For instance, we sell laminates to hotels and large builders segment, vinyl rolls and vinyl tiles are sold to healthcare, education and office segments. The growth in these segments is more than 15% CAGR (Compound Annual Growth Rate). So laminates and wood would be growing by approximately 20% and vinyl tiles by 5%; different categories have different growth

curves. Overall, the growth curve in soft floors would be 15% which is much higher than the hard floor market which is around 8%. Thus, we are penetrating into the hard floor market. This contribution can go to 12-15%. Comparatively, the demand ratio for hard and soft flooring in South East Asia or Asian countries is 70:30 or 80:20.”

Another trend that is widespread world over and in India is ‘going green’. Ask Mr. Pankaj whether Armstrong’s products are eco-friendly and he responds in the affirmative, “Yes, our products are eco-friendly and USGBC and IGBC certified. We are a company who believe in having a

safe environment. We invest a lot of money in terms of our technology and R&D to make a product which is non-hazardous and can be reused or recycled - especially the vinyl product category which is very sensitive. All our products are low VOC certified and we don’t use heavy metals in our products.”

T h e i r t e c h n o l o g y t o o i s high-tech. Their MasterWorks Technology with VTx creates visually realistic floor designs


Flowcrete’s industrial floor coating systems are joint-free, delivering a seamless finish with no cracks or crevices to harbour dust, dirt and bacteria

Co. Profile

Providing innovative and sustainable flooring solutions to transform environments from

the ground up, Flowcrete India has been bestowed with many accolades. It is one of the leading manufacturers of specialised flooring products and self-smoothing epoxies in the commercial and industrial range. It is also one of the only companies in India with PU concrete as part of its locally manufactured portfolio and the owner of the market-leading Isocrete floor screeds.

Flowcrete India offers an extensive

Pioneering Resin Flooring Solutions Flowcrete India manufactures innovative flooring solutions and specialty chemicals with an aim of delivering the world at your feet. BY REHANA PENWALA

collection of flooring solutions; whether it’s chemical resistance, abrasion resistance, resistance to heavy loads, ease of maintenance or all of the above, they have a suitable solution for each. Their industrial floor coating systems - Flowcoat, Flowseal, Flowshield and Flowtex are joint-free, delivering a seamless finish with no cracks or crevices to harbour dust, dirt and bacteria, thus making the surfaces easy to maintain. These are available for light to heavy duty flooring for all types of manufacturing, production, w a r e h o u s i n g a n d a s s e m b l y line environments.

Combining colour, g loss , functionality and design, their commercial range too transforms a wide range of venues and retail environments. With an exquisite mix of design and colour, superior aesthetics and high performance standards, Flowcrete India has a competitive portfolio. Their product line includes self-smoothing resin floor toppings, decorative quartz and flake broadcast systems and seamless terrazzo flooring and natural stone finishes.

Recently, Flowcrete unveiled a new range of artistic resin floor finishes targeting contemporary retail brands and commercial clients. Their Expressions range features

three new systems in a total of 20 new colours - offering a choice between solid and multi-dimensional marbled colour tones or alternatively a striking galvanised metallic effect to deliver an artistic design finish to the floor.

David McNeece, International Marketing and Business Development Manager for Flowcrete says, “Not only does the new Expressions line create a striking impression at ground level, it offers clients a number of performance advantages over alternative materials including excellent UV-stability, slip resistance and durability - making it an ideal solution for commercial and public settings.”

The innovation doesn’t end here. Their Flowfresh and Flowfast range takes it a notch higher with their definitive flooring technologies. An exclusive partnership with Polygiene, developed the Flowfresh antimicrobial polyurethane flooring line for achieving the highest hygiene standards. They are ideal for meat and fish processing zones, dairies, bakeries, industrial kitchens, catering units, dry and wet processing zones and the like. The Flowfresh systems are resistant to harsh chemicals and protect against cracking in areas subject to thermal shock and thermal cycling.

The Flowfast decorative acrylic resin flooring systems are ready to use just two hours after installation, have high scratch resistance and are solvent and VOC-free. They contain a powerful Methyl Methacrylate (MMA) technology that is able to significantly reduce the length of construction programmes.

Delivering one of the best floor screeds in the market, their Isocrete Floor Screeds product line offers a variety of heavy-duty, self-smoothing and fast drying surface sub-floors as well as resin bonded systems, surface treatments and damp-proof membranes for those who desire a sub-floor that is built to last.

Flowcrete India also offers car park coatings in the form of the Deckshield systems. These are designed to be environmentally sustainable and enhance visual appearance, sharpen light reflectivity and prevent water ingress into any car parking structure. They provide various advantages such as reducing tyre squeal, have a highly accredited fire resistance rating and also have excellent anti-slip properties.

In the commercial range, they offer Rustik and Naturewalk which are joint-free surfaces and natural stone finishes. Using natural stone encapsulated in a clear resin, Rustik delivers a textured, non-slip finish to reflect the natural beauty of the outdoors. The Naturewalk range has seamless, eye-catching and durable surfaces, whereby a range of natural stone aggregates are scattered into a solvent free polyurethane resin binder.

Established in 2009, in Chennai, India, they have since expanded to Mumbai, Delhi and Bangalore and have an extensive client base including Reid & Taylor, Bangalore, Wankhade Stadium Mumbai, Nestlé India and Gas Authority of India Limited among others.Contact [email protected] web: www.flowcrete.in


Spot Light

From materials that break the mould, hardware solutions that simplify installations,

to one-stop solutions that provide instant design possibilities, 3form has created a range of offerings that make the connection from inspiration to installation seamless and uniquely yours.

Transform Space With 3form3form products are high definition architectural materials from Hunter Douglas that are a class apart. BY ULKA VARTAK

With translucent material technology, 3form offers various options - all with a unique environmental sustainability core

The 3form high resolution panels help you to explore the power of imagery in spatial design

3form is the leading manufacturer of award-winning, sustainable building materials and architectural hardware solutions for the design industry. Founded in 1991, with a vision to create design-driven materials with an uncompromising commitment to environmental responsibility, 3form became part of the Hunter Douglas Group in 2007 and now has operational centres in Europe, Asia and the USA.

A pioneer in translucent material technology, 3form offers a number of material platforms for a range of aesthetic and performance options - all with a unique environmental sustainability core. 3form materials provide the essential qualities of colour, form, texture and light to architectural installations and

continue to be recognised in the industry as one of the boldest and most inventive solutions.

The innovative 3form Varia Ecoresin system, with 40% recycled content, encapsulates translucent colour, organic materials, sheer textiles and even embossed textures within translucent resin panels for architectural glass alternatives. One can use 3form hardware with their innovative translucent materials Varia Ecoresin as well as Chroma, Stone, Poured Glass, Struttura and Koda XT to create translucent walls, dividers, sliding doors, and other architectural solutions.

Varia EcoresinAs the name implies,Varia Ecoresin’s translucent resin panels are as diverse

as your imagination. By allowing you to custom-select the colour, pattern, texture, interlayer, and finish of your material, Varia transforms into the perfect medium for your architectural application.Varia is easy to clean and can be used in a variety of demanding environments. It possesses 40 times the impact strength of glass and is available with UV stabilisation for outstanding exterior performance. It can also be easily formed to produce complex curves and shapes to provide both daylighting and privacy.

ChromaChroma is a solid and sturdy monolithic material ideal for a

variety of horizontal or vertical applications and can be shaped to accommodate radius curves. Chroma possesses amazing clarity for light transmission and offers aesthetic design options. Chroma radiates like a coloured jewel when lit, opening up new possibilities. Made from 40% recycled content, these bold solid surfaces are saturated with patented colour infusion technology; they can be completely reprocessed at end-of-life and enjoyed over and over again.

Poured GlassThe 3form Poured Glass collection is a decorative, architectural

glass encapsulating surprising, dimensional elements within a material that shines with artistic possibilities.With great depth and interlayers delicately and dimensionally preserved, 3form Poured Gla s s i s a dramat ic centerpiece. This decorative, architectural glass is a premium product, a beauty to anchor your interior installations.

Struttura, Stone and Koda XTThe Struttura collection offers superior structural capabilities and improved flammability performance, while providing stunning lightweight design options. Warm and rich, the Stone range as a translucent material

is easier to work with than natural stone, opening up abundant design possibilities. Specially formulated for exterior applications, Koda XT is a cost-effective alternative to glass. Here exquisite design meets extreme durability in this exterior translucent polycarbonate panel material.

Apart from the above materials, one can also bring their spaces to life and inject unique beauty with 3form Studio products Edge, Ditto, Parametre and Echo which are a collection of striking, easy-to-install 3-dimensional solutions.

The Edge range creates a whole new aesthetic with these easy-to-install, modular wall treatments.


Armstrong’s product range includes hardwood, laminate, vinyl and linoleum floors which offer chemical resistance, anti-static flooring, etc.

The system comes in four basic configurations, or can be customised to fit any space - from long corridors to a smaller space reserved for wall art. 3form’s Ditto is a winning answer to your design riddles. Ditto uses cross-shaped pieces designed to work together to create 3D partitions, wall feature or an art piece, all in a box.

Parametreis a 3D-textile system that is lightweight, expandable and helps to create innovative spaces. Made of 100% non-woven polyester, this easy-to-install flexible textile can be used in a variety of residential or commercial applications - partitions, window treatments, dividers, screens, wall hangings, wall coverings,

decorative panelling, light diffusers, ceilings and more.

3form Echo opens up a whole new design paradigm for wall features with subtle, integrated lighting and Varia design flexibly. Undulating and elegantly long fins in a continuous, alternating pattern communicate a sense of depth and playfulness with

subtle, dimensional lighting effects. Echo is an easy-to-install innovative wall feature with all hardware and lighting included, so no special tools are required.Contact tel: 022 67617500email: [email protected]: www.3form.in

3form materials provide the essential qualities of colour, form, texture and light to architectural installations


Spot Light

En g r a v e i t . C o l o u r i t . Thermoform it. DuPont™ Corian® solid surface can

be whatever you imagine it to be. Undulating, inconspicuous, organic shapes, bold effects of colour and translucency - if you can dream it, you can create it with Corian.

A signature DuPont innovation,

Corian®: Unlike Any OtherDesigned for modern living, DuPont™ Corian® is an ideal material for bringing one’s ideas to life in a way that’s all your very own. BY ULKA VARTAK

Corian continues to evolve and to inspire. DuPont collaborates with designers, architects, artists, specifiers and fabricators the world over to reach new creative heights with this extraordinarily versatile material.

DuPont is a science company in its 213th year of operation and is 19 years young in India. The company focuses on markets where science can make a difference and believes in bringing value to the Indian industry and consumer. While the entire spectrum of global DuPont products is available in the Indian market, the company believes in collaborating with key stakeholders throughout the value chain to develop science-based solutions specific to India.

The idea of Solid Surface was first born in 1963, conceived by a group of engineers and researchers from the DuPont Chemical Company. Dr. Donald Hillman Slocum (recognised as the father of Solid Surface) dreamt of a totally solid, non-porous material with colour and pattern consistency, with no chance of air bubbles and staining. With this idea DuPont produced its first sheets of Solid Surface in 1964 and named it Corian®.

There has been no looking back for Corian® since then. It is an innovation through beauty, colour and depth that embodies strength,

purity, reliability and performance. But above all, it is an inspiration - a maverick, seamless material that can transform any space, whether interiors or exteriors, through unlimited possibilities.

Co r i an ® i s compos ed o f +- 1/3 acrylic resin (also known as PolyMethylMethAcrylate or PMMA) and +- 2/3 natural minerals. The main mineral is Aluminum TriHydrate(ATH) a derivative of bauxite, an ore from which aluminum is produced. Long-lasting, hygienic, durable and elegant, DuPont™ Corian® has a three-dimensional

formability that has been liberating inventive and artistic minds for over 46 years.

Designed for modern living, Corian® provides the freedom to create inspired interior designs. It’s simply an ideal material for bringing one’s ideas to life. It’s not hard nor cold to touch, like many stone surfaces. Corian can be finished in matte, semi-gloss and gloss finishes.

Tough and long lasting so it stands up to heavy use. Most of the colours have superb UV resistance and so they won’t fade when exposed to direct sunlight. Corian® is also non-porous, so it resists stains and doesn’t allow bacteria and dirt to hide, making it a hygienic surface that’s easy to clean and maintain.

Since the colour of Corian® runs all the way through, marks and scratches can be removed easily to restore it to its original condition. Corian® is to be used in kitchens, washrooms, exterior claddings, interior wall claddings, lighting solutions, healthcare, food services, offices, hotels, retail, furniture, public spaces, etc.

DuPont Surfaces has recently introduced a new and unique DeepColor™ technology* that delivers greater depth of colour and improved durability**. In addition to the new aesthetics and functionality the material is more durable**, reducing the scratch appearance

by fifty percent and increasing resistance to impact whitening. The first of Corian® Deep Color, Deep Nocturne, has been introduced to the market. Deep Nocturne is deeper, darker, more lustrous, and more durable than other black solid surface products on the market today. Deep Nocturne, and the entire range of upcoming Deep Colors, will enable designers to specify true blacks in their interior spaces.

Cor i an ® ha s r e c e i ved an overwhelming response from the Indian market since its launch. It has been a part of some highly intricate design oriented projects which have never been done before. Some of these projects are small countertop applications, or more recently bigger commissions like the Delhi International Airport and Mumbai International Airport.

Available in a price range of Rs. 850 to Rs. 1400 per sq. ft. (depending on the colour you choose) , Cor ian ® can br ing personality to virtually any type of environment, enhancing and facilitating the lives of those who use and enjoy its unique potential. Crafted into almost anything, at any place, for any purpose and in a wide palette of colours, it offers the freedom to design, explore and create. *Patent Pending**When compared to other dark Corian® colours.Contact tel: 0124 4091818 / [email protected]: www.dupont.co.in

Mr. Nainish Sanghani, Business Manager - South Asia

Building Innovations

Virtually seamless, Corian® creates an inviting backdrop for any environment that can be customised using advanced techniques to add character to the design


Co. Profile

If you were to close your eyes and visualise the ceiling of a modern home, what would come to

your mind? Possibly metal ceiling tiles or a wooden ceiling; perhaps a false ceiling. We have moved on from traditional ceilings. Ceilings today are no longer the white, monotonous stretch created of cement or plaster. In a bid to keep pace with changing mindsets and to provide pioneering ceiling solutions, Gyproc was established.

Revamp Your Ceilings With GyprocGyproc’s ceilings create homes that are unique, elegant, better lit and more energy efficient. BY REHANA PENWALA

Gyproc offers a wide range of false ceilings such as gypsum plasterboard-based ceilings, Ecophon acoustic ceiling tiles and grid ceiling tiles

Saint-Gobain Gyproc India Ltd. is part of the Saint-Gobain Group, the world’s leading manufacturer of ceilings, drywalls and gypsum plasters. The company is a pioneer in introducing lightweight interior construction practices in the Indian market, and its products and systems are of great use to companies, builders, interior decorators and end consumers.

False ceilings can lend a definitive look and feel to a room and help you create a unique ambience. Since a ceiling has a large surface area, it plays an important role in the acoustic and thermal comfort of a room. Besides, false ceilings offer immense functional benefits that translate into better lit, cooler, quieter and more energy efficient rooms.

Gyproc leads the way when it comes to false ceilings and offers a wide range of options; gypsum plasterboard-based false ceilings, Ecophon acoustic ceiling tiles and grid ceiling tiles using materials as diverse as gypsum, mineral fibre and metal.

Different kinds of gypsum plasterboard are used for the false ceiling system depending on the application area. These include Gypboard for plain false ceiling in normal areas, Gyproc Moisture Resistant Board for wet areas with high moisture, like bathrooms a n d k i t c h e n s a n d G y p r o c Fireline Board for fire-resistant

ceiling applications.The gypsum plasterboard false

ceiling is a monolithic suspended system that allows customers to achieve a beautiful, homogeneous appearance and a smooth finish without visible joints. Curves, steps and other designer ceiling options can also be achieved with plasterboard.

Ecophon is a leading, global suppl ier of sound-absorbent ceilings and wall absorber systems. The Ecophon range of soft felt (glass wool) tiles gives excellent acoustic performance for ceilings and wall panels. These acoustic ceiling tiles offer a noise reduction coefficient (NRC) rating ranging from 0.90 to 1.00 (i.e. 90 to 100% sound absorption).

Ecophon solutions are available in a variety of edge designs for concealed fixing, or visible grid for direct fixing. They are designed to improve the appearance of the edge design, meet requirements of detachability and provide easy access to installations in the space between the false ceiling and the soffit. The different kinds available are Ecophon Sombra, Ecophon Focus DS, Ecophon Advantage, Ecophon Gedina, Ecophon Hygiene, Ecophon Master, Ecophon Free Hanging and Ecophon Combison.

The grid ceiling system is a lightweight lay-in system available in concealed or exposed grid options. The ceiling has substantial sound reduction and absorption qualities. Gyproc offers 2x2 and 2x4 sizes

and in various patterns. The tiles offer a wide range of decorative effects including smooth, textured, patterned or perforated effects. The kinds of grid ceiling tiles include gypsum for aesthetic appeal in grid tile format; mineral fibre for applications that require moderate acoustics and metal tiles either made of steel or aluminium for areas that require high physical stability and ease of maintenance.

Gyptone acoustic cei l ings contribute to aesthetics, good acoustics and good indoor climates. They are a combination of design, technical performance and range giving a multitude of interior design options, which are both visual and acoustically striking. These ceilings have wear-resistant and easy to maintain surfaces, which result in a long life time and low maintenance costs. They are made out of natural materials and do not contain environmentally dangerous substances. Its other benefits include having a monolithic finish, possibility of lighting effects and a paintable surface and ease of cleaning.

With Gyproc’s false ceiling sy s t ems , i t ’s conven ien t to transform a drab room and make it come alive.Contact tel: 022 [email protected] web: www.gyproc.in


It Products

Nitco’s New Spain Inspired Collection

ACC Concrete has recently introduced its new brand of concrete which will not only bolster a structure but will also beautify it.

ACC Imprintcrete is an innovative range of concrete which is printed or stamped for making decorative surfaces on porches, pavings, footpaths and walkways. Whether the driveway to a garage or a poolside private access path, this product can help add a new colour to a mundane surrounding.

Complex patterns for a decorative patio or a naturally blending pathway in a garden or a park’s landscape, Imprintcrete can be moulded to enhance a variety of settings and structures.

The aesthetic results are achieved by affixing moulds or stencils in the fresh concrete surface curing phase. As a result, the final appearance resembles that of natural materials such as stone and wood.

ACC Imprintcrete offers a wide range of opportunities for aesthetic and sustainable structural enhancements along with ample choice of shapes, textures and colours. Not only is

it durable and impact resistant it is also weather-proof, making it easy and cheap to maintain. Imprintcrete permits alterations and additions on the structural members with minimum possible dead loads. It is formed by quality moulds in coloured concrete thereby ensuring long term durability for the concrete imprints.

As the implementation of concrete is highly technical and only experts are able to ensure quality results, ACC and its partners provide technical assistance to train teams to implement ACC Imprintcrete.Contact www.acclimited.com

Johnson Tiles Launches SSR - A Range Of Scratch And Stain Resistant Tiles

H&R Johnson (India), a division of Prism Cements Limited and India’s pioneering home lifestyle solutions company, announced the launch of a new and innovative range of floor tiles SSR - Scratch and Stain Resistant Tiles.

SSR as a collection combines style and strength where style connotes contemporary designs and strength basically means a better build quality that can take all wear and tear in day to day usage.

Make A Mark With ACC Imprintcrete

Nitco’s new Spain inspired designs from the Grandeur collection will help you incorporate a luxurious Spanish kind of panache into your room. Nitco’s new Spanish theme is designed keeping in mind the Spaniards who use tiles in the most creative manner. This stunning collection comprises of tiles which can be used for decorating both the floors and walls of your house.

Nitco’s Spanish designs comprises of Estilo Mocha and Estilo Fog with the Lapato Finish and Bruno, Acedo Copper and Acedo Alcedo with a metal finish. Estilo Mocha and Estilo Fog has an interplay of base and décor tiles providing a unique signature element while Bruno provides a magical touch to your interiors

with its shimmer. All these tiles are HD Digital tiles made with 6 colour prism printing technology. The elaborate detailed designs on these tiles include abstract symmetrical patterns as well as nature motifs. The Spanish arts inspired styles include Islamic, Visigothic and Pre-Romanesque art infusions for a stunning look of grandeur.

These floor tiles from the Spanish inspired Grandeur collection are anti-skid, anti-bacterial and odour free tiles which provide better hygiene and are available in a 600 mm x 600 mm size. For ease of care opt for these tiles which resist stains, dirt and can be cleaned up with a damp mop, sponge or common household cleaners. Contact web: www.nitco.in

High Definition Glazed Vitrified Tiles From Hindware

Hindware, from the house of HSIL Limited, recently introduced the popular ‘High Definition Glazed Vitrified Tile (GVT)’ in the domestic market. The range is available in 18 different shades of white, cream, grey, copper brown, rust and beige - exhibiting fine colours, designs and texture like wooden, bamboo, slate and stone finishes.

The HD GVT tile promises elegance and style. ‘Vitrified Tiles’ are a type of tile with very low water absorption. When available with a glazed surface these tiles offer options of making any type of design or art work printed on them making them extremely popular.

The glazed layer on top of vitrified tiles offers infinite design possibilities, which can be seen in the range Hindware tiles offer.

Available in a 60 cm x 60 cm size, they come in a box of 4 pieces, and have a coverage area of 1.44 square metres. These tiles are priced at Rs. 1,504 box for matt, Rs. 1,736 for polish and Rs. 1,643 for wood and stone.

Hindware Tiles have also received a GRIHA certification in 2013 as a “Low Energy Flooring” product based on the manufacturing norms for using recycled material as well as for their water saving quality. Contact web: www.hindwarehomes.com

The SSR range of tiles is very safe with optimum grip in wet conditions and with its protective shield that makes it skid resistant. The protective shield also lets no amount of stain stick to the surface of the tile.

Design wise these tiles draw inspiration from nature and are greener alternatives to wood, marble and other natural stones. This product line also brings in the ease and flexibility in application and is available in glossy as well as matt finishes. This unique SSR collection of floor designs provides a definitive luxurious edge for today’s intelligent homes.

Available in a 600 mm x 600 mm size the Johnson SSR collection can be used in the living, dining, balcony, kitchen, atriums, commercial space, passages, lobbies, etc. and is best suited for high traffic areas in the premises.Contact web: www.hrjohnsonindia.com

THE INSIDE TRACK February 2014 19

It Products

Monier’s Elabana Translucent Tiles

Present in India since 1997, Monier offers a range of concrete roof tiles, glazed clay roof tiles, fittings and roof components specifically designed for the Indian roof market.

Designed to match exactly the

Delta Presents The Andian CollectionMake a bold, stunning statement with Andian from Delta Faucet. With modern styling and minimalist design inspired by the majestic peaks of the Andes Mountains, the Andian collection couples innovative technology and superior design. The Andian range coordinates seamlessly with a full suite of bath products and features Delta’s latest inventions.

The full bath collection is a stylish choice and provides a variety of configuration options. Andian also integrates innovative technologies, including Delta’s Diamond Valve, which virtually eliminates leaks at the valve and is built to last up to 10 times the industry standard. The shower features Touch-Clean, soft, rubber spray holes that allow you to easily wipe away calcium and lime build-up with the touch of a finger. The sleek, angular lines of the kitchen faucet make the perfect complement to today’s modern home. Simply stated, the Andian Collection offers a smart sense of style.Contact web: www.deltafaucet.co.in

Armstrong’s Suspended Ceiling Systems

Armstrong India has introduced Sound-scape Shapes Acoustical Clouds ceilings for the purpose of creating ideal room acoustics.

These suspended ceiling systems and false ceilings ensure clarity in communication and auditory experience which is very important in a commercial establishment. The systems not only absorb unwanted noise and echo, but also help in proper sound transmission. This produces excellent sound effects in any indoor space. Moreover, suspended ceilings are the best way to cover up unsightly pipes and wiring on a ceiling.

Armstrong’s Sound-scape Shapes Acoustical Clouds ceilings further raise the style quotient of any interior space. These clouds are available in ten eye-catching shapes and six attractive colours and can totally redefine interiors. Sound-scape shapes can be used to create a striking design for a new space or also refresh an existing area. It’s a product imbued with beauty and performance and imparts sound absorption upto 0.95 NRC apart from humidity resistance upto 90% RH.Contact web: www.armstrong.co.in

Elabana concrete roof tile profile, the Elabana translucent tile is made of Polymethyl Methacrylate (PMMA). It prevents leaks and is perfectly integrated into the architecture of the roof, avoiding unnecessary accessories which are always a source of leaks.

With such translucent tiles, you will benefit from a free skylight, this will also help save money by reducing your power consumption. Available in sizes 330 mm x 420 mm, it per fectly integrates with the roof, resists heat up to 80°C and allows 90-95% natural light transmission. It also allows you to do your bit to conserve energy and reduce global warming.Contact web: www.monier.in

Tempesta Luxury Introduces Tempesta ConcreteTempesta Concrete brings you a revolutionary surfacing solution of decorative concrete; the brilliant transformation of utilitarian concrete as a medium of construction into decorative concrete as a tool for the aesthetic enhancement of your home, office, commercial or industrial space.Tempesta Concrete is a licensed applicator of Durameen (USA), who is one of the world leaders in concrete product technology.

Decorative concrete is one of the hot new trends suited for concrete patios, concrete floors, entryways, countertops, pool decks and more. It transforms traditional grey concrete into warm brown floors, expensive looking patios, cool and modern

shower/bathroom areas and weather resistant outdoor floors or walls, to name a few.

Decorative concrete lets you decide which hue of red will give you that Spanish tile look on your pool deck and yet retain the strength and durability of concrete, and what personal flair you’d like to impart by adding cool colours to your floors in the different rooms of your home.

Tempesta Concrete offers you a wide variety of solutions in concrete ranging from micro topping, acid stained concrete, polished concrete, concrete tiles, countertops, sinks and planters, stamped concrete, etc.Contact web: www.tempestaluxury.com


It Products Kajaria Unveils New Stylish Ceramic Wall Tile ConceptsResilience, strength, dynamism and longevity merged with an innate style is what encapsulates the ceramic wall tiles with matching highlighters, newly launched by Kajaria Ceramics Limited. These tiles appeal to both classic, old world and traditional aesthetics as well as to contemporary, stylish and design connoisseur palettes.

The extensive range of finishes in these tiles makes the collections all the more desirable. From the dynamic essence of wood to warm tones and subtle floral elements, the brilliance of contrasting

Novelio, The Paintable Wall CoveringNovelio fiberglass paintable wall coverings from Saint-Gobain Adfors are indispensable for renovation work and new builds.These paintable wall coverings, used by homeowners and professionals, easily cover cracks and rough wall surfaces, and provide lasting protection.

A flagship product from

Sonear’s Stone Veneers

The beauty created by nature, stones of varied colours and size with their distinguishing and unique textures and patterns have always captured creative minds; and to be able to use them innovatively in one’s abode has always been a dream of many.

Sonear’s latest exotic stone veneer collection promises to come close to nature and bring the outside in. Its exotic collection of stone veneers are a perfect amalgamation of natural beauty and style, and are sure to make one’s home stand out when used.

For people who would love to create a rustic charm in their homes and for lovers of minimalism, the Sonear stone veneers would prove to be colourful, flexible and light weight alternative to tiles and real stone panels.

Saint-Gobain Adfors, Novelio wall coverings have many advantages for both the end user and the installer. For the end user, their unique mechanical properties (reinforcement of weak surfaces; abrasion and impact resistance) guarantee lasting protection for walls and ceilings. The line includes a wide range of patterns that can be painted as often as needed to match the latest interior design trends.

For installers, the product is easy to install: it is easy to cut, soft to touch, sufficiently stiff to be easy to handle even when wet and sufficiently flexible to be crease-proof and a breeze to install around curves, corners and columns.Contact web: www.saint-gobain.com

Artolis, A Comprehensive Range Of Technical Fabrics

shades and patterns blend to create spaces that wow. The designs draw inspiration from an endless array of elements from the Italian countryside to paradise beaches and majestic mountains. Launched in 30x60 and 30x45 cms, each collection’s beauty is amplified with a digital highlighter and matching floor, which serves to enhance the theme of the collection, while adding a special visual treat.

These tiles are available at all Kajaria authorized dealers pan India with prices starting from Rs. 70 - Rs. 90 per sq.ft.Contact web: www.kajariaceramics.com

Some of the key collections of Sonear include the Brown Rhinestone, Amber Woods, Ochre Grove, Timber Russet, Glazed Auburn,Cocoa Bars, etc.Contact web: www.sonearply.com

Barrisol, one of the leading stretch ceiling companies reccently introduced the new Artolis concept. Specially designed to personalise interiors, Artolis is a comprehensive range of printable fabrics up to 5 metres wide and 50 metres long.

Available in 5-metre width and free of any weld or seam, Artolis is fully customisable. Quick and easy to implement, Artolis will give your room an impeccable finish integrating all wall-mounted technical elements (power sockets, switches etc.). Applicable for any length up to 50 metres in one piece, Artolis is the ideal decorating solution for households as well as for cinemas, theatres, hotels and retail premises.

High definition digital printing over an elaborate surface, Artolis makes interiors colourful. Since acoustics and light are an integral part of a harmonious and convivial setting, Barrisol applies its Acoustic and Lumière concepts to the Artolis range.

The Artolis Acoustic range combined with digital printing provides a technical and aesthetic solution for indoor walls. Artolis Acoustic provides excellent acoustics and a neat decoration with only 1-centimetre thickness. Artolis Lumière offers a cozy atmosphere and brings the perfect backlight to the customised printed walls.Contact web: www.artolis.eu

Adv

erto

rial


Interview

For over 87 years, Kludi has been known around the world as one of the leading

quality manufacturers of fittings for harnessing the element of water in both the bathroom and kitchen. In India, Kludi made its foray in 2010 by establishing its subsidiary, KludiRAK India Pvt. Ltd., promoting the brands Kludi, KludiRAK, Esprit and Joop! all under one roof.

Kludi GMBH (Germany) - a 170 million USD parent company of KludiRAK India recently acquired a majority stake in KludiRAK with an infusion of equity. Strategically, this is an extremely significant step not only from a resource mobilisation standpoint, but also in terms of strengthening the brand awareness of Kludi in India. Consequently, beginning 2014, KludiRAK India Pvt. Ltd. will be re-named as Kludi India Pvt. Ltd.

Kludi India Pvt. Ltd. will invest 1.50 million USD in India to support the expansion plan. This strategic move is the clear reflection of the importance that Kludi accords India in its global expansion plans.

In a candid chat with The Inside Track, Mr. Bernd Neidhardt, Managing Director - KludiRAK India Pvt. Ltd. and Mr. Sanjay Bankeshwar - Vice-President (Sales & Marketing) KludiRAK India Pvt. Ltd. shared some insights on this game changer for Kludi.

Interview with Mr. Bernd Neidhardt, Managing Director - KludiRAK India Pvt. Ltd

Given the fact that India will possibly open up to a new political equation at the centre, is Kludi opening up to any new alliances in India that signifies mutual benefit in the current scheme of operations?

While a foreign investor-friendly government at the centre is always

Kludi Gets Going In IndiaKludi, the German bath fittings major and leading European brand announces its India expansion plans. BY ULKA VARTAK

Kludi’s designs are linear, full of authenticity and aesthetic appeal - combined with contemporary sparkle

welcome; we are not reading much into the post-poll scenario in India. Kludi will still be treading its own path with a well-defined strategy for the short and medium term. We will not make radical changes in our India plans. So, no such alliances are expected in the foreseeable future - regardless of the government in power/new economic policies.

Kludi had already given India Joop and Espirit, where do you see Kludi as a brand positioned in India?

Well, with Joop! and Esprit, Kludi catered to the luxury and lifestyle segment which, though niche, is a vibrant segment in India. However, Kludi essentially has a very versatile range of designer fittings catering primarily to high-end and luxury segments. This range is complemented by solutions for the upper-mid segment as well. So Kludi is very strongly positioned

across the price spectrum from upper-mid through high-end up to luxury segment. With such a robust portfolio, Kludi can amply fill the space available across this market segment.

Are there any plans of expansion or would you rather rev up your existing operations to strengthen your presence in India?

Our expansion plans for the next two years could mainly be defined in terms of market segments, rather than geographical. Our segments of focus would be high-end retail and high-end institutional customers like hospitality, IT, etc. Since we are essentially a high-end brand, we would not want to spread ourselves too wide geographically. Our marketing philosophy would be depth over width and quality over quantity.

As a key member of the Kludi Group Board overseeing Project India, what are your priorities for the Indian market?

The single biggest priority for the near future would be building up awareness for brand Kludi. We would like to communicate the Kludi philosophy of design and quality to our target audience in the most effective manner. The other major priority would be to team up with really good partners in the major metros who can do justice to our brand.

Considering that global markets are bound by geography and grounded in unique design sensibilities how does Kludi cater to this diversity?

Kludi has historically adapted to diverse design and usage needs of different markets with a lot of success. Three things make this possible - the co-operation of the local sales team in different markets in the product development process; a very imaginative and skilled R&D team working on new developments; and finally a design team that integrates diverse designs with functionality. Kludi’s success in markets as diverse as Australia, the Middle East and the Eastern Europe bears this strength out.

Interview with Mr. Sanjay Bankeshwar - Vice-President (Sales & Marketing) KludiRAK India Pvt. Ltd.

With 2013 ended, how is Kludi ringing in the New Year?

We are beginning 2014 on a very positive and aggressive note. With Kludi GMBH (Germany) acquiring majority stake-holding in KludiRAK India (soon to be re-named Kludi India), the manifestation of our new India strategy will be immediately evident on the ground. We have already received positive responses from many of our existing dealers and equally from potential new trade partners after the Acetech (Delhi) Exhibition in December 2013, which encourages us in our expansion plans. Our primary effort in 2014 would be to consolidate our position in the

L to R - Mr. Sanjay Bankeshwar - Vice-President (Sales & Marketing) KludiRAK India Pvt. Ltd., Mr. Janusz Palarczyk, Group CEO - Kludi

and Mr. Bernd Neidhardt, Managing Director - KludiRAK India Pvt. Ltd.


operation in India?

Patience and adaptability are the sine qua nons of long term success in India. This vast market, with its complexities and diversity can wear foreign brands down, if they try to expect quick results and/or try to blindly replicate a successful foreign marketing model in India. A recent such example in our market bears testimony to this fact. The third and most important pre-requisite is a long-term mentality. A brand cannot succeed in India with a ‘trader’s mentality’. In this context Kludi India is fortunate to have a veteran India expert, Mr. Janusz Palarczyk as the new Group CEO. No one understands better than him as to what it takes to succeed in India. His experience of and insight into the Indian faucet market will guide team India successfully towards its future goals in IndiaContact Mr. Sanjay Bankeshwartel: +91 7738204078 e m a i l : s a n j a y. b a n k e s h w a r @kludirakindia.comweb: www.kludirakindia.com

high-end retail segment in major metros and increase brand awareness and visibility.

Will there be any additions or changes to the existing range of Kludi products?

We have already launched award-winning ranges in the last 12 months, the latest of which is the exquisite Kludi ‘Amba’ collection, which was showcased at Acetech (Delhi), along with other ranges like Balance, Fizz showers, etc. In keeping with the Kludi tradition of continuous innovation in technology and design, we will unveil some new products in the coming months.

With ‘brand ambassadors’ being the norm of the day to capitalise in terms of brand image and popularity, who (or what) is Kludi’s brand ambassador?

Yes, it has become a norm, especially for high-end products. Although there are no immediate plans for appointing one, we will keep our options open for the future.

What are the branding and operational changes envisaged in the coming year to strengthen Kludi’s presence and market share in India?

Certainly, 2014 onwards, you will see Kludi as a very visible brand - not just in media, but more importantly, also in the high-end showrooms and outdoors in major cities. We are incorporating a branding policy based on international Kludi norms to communicate our brand effectively and aesthetically.

Operationally, we are streamlining our supply chain and logistics and will also add more teeth to our

service function to make our product package reliable. We are not looking at ambitious numbers for market share in the short and medium term, but looking to focus on major metros in the high-end segment - both retail and institutional - to exploit our core strengths of design and quality. But by 2018, surely we will be looking at capturing at least 20% of the high-end and luxury market (which is approximately 5 % of the organised market) in India.

Are there any observations you made with regard to the Indian market which you think are critical to address to have a successful


Interview

Sleek International has made giant strides from being a wire basket manufacturer in 1993

to a complete kitchen solution provider. Sleek’s core competency translates into increased customer satisfaction, innovation and a value proposition; both in quality and craftsmanship. Sleek has also tied up with the best in kitchen brands, namely Grass, Sige, Lamp, Tecnoinox, Scilm, Airforce and Franke in order to bring global standards to Indian kitchens.

With over 30,000 kitchens installed annually, and components supp l i ed to ove r n ine l akh households every year, Sleek is one of India’s most popular brands.Recently, Asian Paints Ltd. has completed the acquisition of 51% of shares in Sleek International Pvt. Ltd. With this, the stage is set for taking the Sleek brand to greater heights.

In an exclusive interview with

Sleek - The Kitchen SpecialistSleek International gears up to capture a larger share of the Indian modular kitchens market post a 51% acquisition by Asian Paints. BY ULKA VARTAK

Mr. Deepak Sapru, Vice President - Retail & Business

Development at Sleek International

Available in vibrant colours, its smooth finish won’t chip or crack easily. Also, Sleek recently tied up with the Italian brand Airforce to bring world-class chimneys to suit Indian kitchens.

Sleek’s innovat ive s torage solutions are a rage with the customers and so are the unlimited opt ions for shutters . Sleek’s complete modular kitchen with specialised services in design and installation are also popular. Its wire accessories, which come with a lifetime rust-free warranty, are one

The Inside Track, Mr. Deepak Sapru, Vice President- Retail & Business Development at Sleek International shared some insights about the company.

Can you share with us details on the latest and most loved products introduced by Sleek?

Sleek’s Sunshine Shutters is the new trend. They are the finest qual i ty shutters avai lable in the market and have become increasingly popular because of its durability and versatility.

of our bestselling products. Our latest innovations in accessories from Grass and Sige, particularly the soft-closing drawer system and the swivel ladder units are also in demand. The new range of imported chimneys and hobs are also on the bestselling list.

How is your retail expansion positioned? Which are some of the new centres?

Over the years, we have multiplied our kitchen, accessories and kitchen dealers too. Of about 460 dealers

pan India, Sleek stands tall among other modular kitchen brands. Recently, we have launched our kitchen showrooms in Chennai, Thane, Kurla, Mira Road. We have also stepped on to the international scene with our showrooms in Dubai and projects in Tanzania and Sri Lanka. We are planning to expand in all major cities of India like Mumbai, Delhi, Pune, Ahmedabad, Kolkata, Chennai, Hyd e r a b a d , Ba n g a l o r e a n d Coimbatore. We are also looking forward to our international retail

outlets in the Middle East. We have already started exporting our kitchens to Asians living abroad. In the near future, we will also be looking at the international market in a big way.

How does Sleek compete with other players in the market?

Sleek is superior to any national player with the widest range, quality and network of outlets all over India. International renowned brands in the modular kitchen industry have an added advantage

of their established name, and there are consumers who would choose nothing less. Sleek offers the finest kitchens on par with any international brand; we also offer imported components in our kitchens to make it world class. Plus, we have a price advantage over these international brands, as our kitchens are manufactured in our own state-of-the-art factories. We offer kitchens with the same quality, style and finish of European kitchens but at better value for money to the consumer. That gives a definite edge to us over na t iona l p l aye r s a s we l l a s international brands.

What has been the response from the market and how do you foresee Sleek’s future?

The boom in the retail market, coupled with the increased spending power and high expectations has lead to a greater demand for lifestyle products. Modular kitchens are fast becoming popular, growing at the rate of 40 - 50% every year, and Sleek is definitely the biggest player in the market. So far, thanks to our product offering and brand awareness, Sleek has become the top of mind brand for modular kitchens. We have received phenomenal popularity, and have achieved incredible growth in the last five years.Contact tel: 022 64527616email: [email protected]: www.sleekworld.com

Sleek is the leading Indian manufacturer of modular kitchens and accessories

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Event Review

The decoration and home-fashion event Maison&Objet opened its doors to the design

fraternity from 24th-28th January, 2014 in Paris. Twice every year this event is highly anticipated by architects, interior designers, hotel executives, restaurateurs, distributors and the likes.

Maison&Objet presented a cutting-edge platform in line with the developments in the market, revealed retail strategies that can work, and spotlighted emerging trends and the latest materials in the industry.

The exhibition was segregated into various sectors. Ethnic chic.MIC included a range of inspirations that presented a melting pot of world cultures and contemporary exoticism. This authentic, quirky atmosphere was full of stories told to us by objects and people. The home textiles sector had linens of new generation collections; pristine white embroidered with coats of arms,

Maison&ObjetDelightsWe give you a walk-through of Maison&Objet 2014 that was held in Paris last month. BY REHANA PENWALA

revisited Basque-inspired stripes, a stonewash treatment that ensures an almost vintage look and more.

Under the guidance of great chefs and design experts, cook+design was a festival of workshops, demonstrations and tastings staged by architect Christian Benzoni. The interior decoration section showcased concepts from Gustavian period pieces to urban-inspired classics, from family homes to vacation houses. Craft, the art trades space, showcased rare pieces and unique objects by designers, artisans and artists.

Actuel, the lifestyle show for urban decoration was dedicated to

rich, contemporary trends with the excellence of its furniture/decoration concepts inspiring different styles. From decorative objects to non-conformist gifts by way of toys or fashion objects, the home accessories sector presented colourful articles in which fashion and decoration mixed together. For witnessing creativity in its purest state, uncommon creators and the best signatures in home-fashion, scènes d’intérieur was the right place to be. Contact Raj Anand & Associatestel: 022 25224081email: [email protected]: www.maison-objet.com/en/paris

With its symbolic springs and constant tension which make the brand a British icon, Anglepoise lamps were present at Maison&Objet 2014

The organisers of Maison&Objet have decided to set up their show’s Asian edition in Singapore’s Marina Bay Sands Expo and Convention Center from 10th - 13th March, 2014. This is the first step in the show’s international development strategy targeting markets with high growth potential. M&O Asia will have three sectors.

The international home design section will present innovation and experiments by the likes of Antonio Lupi, Ango, Axor, etc. who combine functionality, design and technology. The luxe section

is a one-of-a-kind, indispensable gathering of the greatest and most talented international designers. The interior decoration section will reflect quirky objects, occasional pieces and decorative articles with a strong identity.

There will also be a summit titled, Interior Design & Lifestyle Summit by M&O Asia. A series of conferences here will provide an opportunity for visitors to decrypt key market trends, discover prestigious architectural projects and deepen the links driving the East and the West in lifestyle.

The Inside Track February 2014

Documents

Transcript of The Inside Track February 2014