1. 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 : buddhaditya.bagchi.1405@gmail.com

2. 1
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

3. 2
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.

4. 3

5. 4
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

6. 5
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.

7. 6
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.

8. 7
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.

9. 8
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.

10. 9
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.

11. 10
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.

12. 11
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

13. 12
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

14. 13
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.

15. 14
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.

16. 15
 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.

17. 16
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.

18. 17
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.

19. 18
 Industrial Troughed Sheet
Fig 3. Plain Mill Industrial Trough Sheet
Fig 4. Colour-Coated Industrial Trough Sheet
Fig 5. Stucco-embossed Industrial Trough Sheet

20. 19
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.

21. 20
 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

22. 21
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

23. 22
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.

24. 23
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.

25. 24
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.

26. 25
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

27. 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.

28. 27
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

29. 28
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/cm3
, 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.

30. 29
 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.

31. 30
Photos
Furnace Area of TMT Bar manufacturing factory
TMT Bar manufacturing furnace

32. 31
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/cm3
, 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

33. 32
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.

34. 33
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.

35. 34
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.

36. 35
Critical area of rice mill factory
Loading and Unloading region of a Rice Mill

37. 36
Rice Mill Storage/Go-down Area

38. 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.

39. 38
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

40. 39
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

41. 40
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.

42. 41
 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

43. 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.

44. 43
 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.

45. 44
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.

46. 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.

47. 46
 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.

48. 47
 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.

49. 48
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.

50. 49
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.

51. 50
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)

52. 51
The Gallery
Roof-on-Roof structure installed at various residences..
Hindalco Everlast Roofing Sheet Exhibition stall at Roof-India 2014, Chennai

53. 52
Industries who have installed Hindalco Everlast roofing sheets
Brakes, India
Hotel Taj, Cochin

54. 53
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

55. 54
Power Plant, Renusagar
HAAL, Aurangabad
Eastern Railway Workshop

56. 55
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

57. 56
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.