Established in the 1970s, Alser UK first imported Gondola Shelving and Pallet Racking from France, and later merged with Cranford Shop Fitting & Joinery in the 1980s. The company offers unique manufactured Pallet Racking, Gondola Shelving and Cantilever Racking Systems. Along with in-house joinery facilities it seeks to capture the customers' visions and create a practical, affordable and desirable solution to all their storage and design requirements. The company has now entered the Indian market through a wholly owned subsidiary, Alser Fittings (P) Ltd. Mr Ross C Harris, Managing Director, Alser UK Ltd, responded to the IPF questionnaire. Excerpts:

What is the nature of your entry into the Indian market? Is it through a joint venture or the subsidiary route?

We have established in India a 100% subsidiary, Alser Fittings (P) Ltd.

What are the products that you plan to offer? Would the emphasis be more on industrial segment or commercial?

The products would address different range of applications - Pallet Racking, Cantilever Racking & Shopfittings, and customised application. We will be targeting both Industrial and Retail segments, and even out of the box applications like sports complexes, urban structures, industrial buildings, even stage buildings, movable racking, etc.

The Indian market has several players in this segment, both in organised and unorganised segments. What would be your USP?

Superior technology, innovative design, safety measures, globally acclaimed R&D input, and versatile global experience both project and application wise. Due to the manufacturing base in India, we can provide customised solutions out of our globalised experience.

You would obviously need a strong local content to be competitive. What would be the nature of your manufacturing/assembly operations?

We have established a manufacturing base in Faridabad with experienced engineers from the parent unit Alser UK Ltd, to make the products cost effective. Our primary focus is to deliver superior products, innovative storage solutions with better visual effect, doing the project at Alser standard to ensure quality, durability and safety; and executing the project in an exemplary manner, yet one that is based in India. We think this will position us at the apex in the competition.

How strong/effective would be the distribution channel?

At present, we are direct marketing with our own staff with extensive training, guidance and supervision. We don't want to force our products on the Indian clients or utility, rather want that Indian clients should on their own accept our products, want to have marriage between our offer tailored to the Indian requirement.

How does the cost of ownership over the life cycle compare with competition?

Cost of ownership is almost nil, if adhered to our handling instruction on the basis of per rack storing maximum load capacity. The life cycle is around two decades, comparatively 200% more than the nearest Indian competitor.

What is the Company's history?

Alser has been selling Shelving & Racking equipment since the early 1970s. The company has been in existence for more than forty-five years in France and Europe, has since become the leading specialist in manufacturing store equipment for the retails trade and D.I.Y. The rapid development in large scale retailing during the 1960's in Europe helped Alser gain particular expertise in hypermarkets and by 1980 Alser became one of the favourite partners of main industrial and retail chains worldwide.

Alser UK today occupies a 32,000 sq.ft premises including joinery and manufacturing facility, offices, warehouses and storage units, enabling the company to offer clients a complete package. The day-to-day requirements of customers are handled by our production, installation, distribution and sales departments worldwide.

Alsers's first priority is to ensure quality and safety. This is accomplished by our years of experience and the use of state-of-the-art design software with all projects being completed quickly and accurately. The final step is installation and our fitting teams can provide the clients with a complete turnkey service. Alser continues to develop its international policy throughout its offices and distribution network in most of Europe and Asia including India, Vietnam, Philippines, and Australia. Alser's reputation is well known in Europe being associated with industrial and retail groups.Alser has concentrated recently on selling shelving and racking developed and manufactured in the UK and India.

What are the company's achievements?

The various projects with international companies like Carrefour, Ledrec, Auchan, Travis Perkins Group, Wickes Building Supplies, B&Q, Dixon's DSGI, Co-operative Stores, and Booker Wholesale Foods, among many others.

Any breakthrough product launch that made a difference?

There are two ranges: Adjustable Pallet Racking - flow racks, dynamic racks, mobile racks and racks supported building; and 2. Centiliter Racking - cantilever rack supported building and double side racks.

(Alser Shopfittings (P) Ltd, Plot No. 31, Sector 27A, Faridabad, Haryana 121 003. Tel : 0129-4007277, 2276757. Fax: 91-129-2276357. Email: del@alser.co.in)