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Test before trust as Aludecor puts ACP claims under the scanner

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MUMBAI: When buildings speak, weak materials whisper and Aludecor wants contractors to listen before it’s too late. India’s ACP major Aludecor has rolled out a new television and digital campaign that swaps glossy promises for gritty site realities. Built around everyday construction scenarios, the films spotlight common material failures, colour fading, fire safety gaps and panel delamination and the long-term damage they can cause to safety, reputations and livelihoods.

Set on active construction sites, the campaign features Amit Sial as a seasoned contractor quietly putting his assistant through a reality check. The message is blunt and memorable: “Iss liye test nahi toh… trust nahi.” The films underline how cost-led choices and unchecked claims often come back to haunt those on site.

At the core of the campaign is Aludecor’s emphasis on proof over promises. Its ACPs undergo 205 mandatory quality and performance tests, covering durability, fire resistance and structural reliability in real-world conditions. The films translate these lab processes into outcomes that matter on site colours that don’t fade, fire-retardant and fire-resistant panels that limit flame spread, and sheets that hold their form over time.

Going beyond advertising, Aludecor has thrown open its fully equipped in-house R&D centre complete with NABL-accredited fire-retardant testing facilities to the wider ACP industry, free of cost. Samples are to be lifted directly from materials supplied at site, ensuring what’s tested is exactly what’s installed.

To protect credibility, all tests will be conducted in a brand-blind and anonymised manner. Neither the testing team nor the facility will know the brand, customer or project involved. The company describes this as the Indian ACP industry’s largest voluntary open testing initiative positioning it as a trust movement rather than a certification drive.

Aludecor is calling on fabricators, architects and builders to question claims, demand evidence and treat testing as a shared responsibility, one that can prevent accidents, avoid financial loss and protect professional credibility.

Commenting on the initiative, Aludecor founder and CMD Ashok Kumar Bhaiya said the highest risk of material failure is borne by fabricators themselves. The goal, he said, is to arm them with facts and the confidence to insist on transparent testing because when materials are tested honestly, trust follows, and lives are safer for it.

The campaign is being rolled out across television and digital platforms, supported by billboards and on-ground outreach, reinforcing a simple message the industry cannot ignore: in construction, trust is built only after the test.
 

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Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

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Meta appoints Anuvrat Rao as APAC head of commerce partnerships

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SINGAPORE: Anuvrat Rao has taken charge as APAC  head of commerce and signals partnerships at Meta, steering monetisation deals across Facebook, Instagram and WhatsApp from Singapore. The former Google executive, known for launching Google Assistant, PWAs, AMP and Firebase across Asia-Pacific, steps into the role after a high-growth stint as chief business officer at Locofy.ai.

At Locofy.ai, Rao helped convert a three-year free beta into a paid engine, clocking 1,000 subscribers and 15 enterprise clients within ten days of launch in September 2024. The low-code startup, backed by Accel and top tech founders, is famed for turning designs into production-ready code using proprietary large design models.

Before that, Rao founded generative AI venture 1Bstories, which was acquired by creative AI platform Laetro in mid-2024, where he briefly served as managing director for APAC. Alongside operating roles, he has been an active investor and advisor since 2020, backing startups such as BotMD, Muxy, Creator plus, Intellect, Sealed and CricFlex through a creator-economy-led thesis.

Rao spent over eight years at Google, holding senior partnership roles across search, assistant, chrome, web and YouTube in APAC, and earlier cut his teeth in strategy consulting at OC&C in London and investment finance at W. P. Carey in Europe and the US.

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Brnd.me enters Europe as haircare brands power global expansion

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Bengaluru:  Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

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