The launch of as many as five branded products within the span of a year marked Hindalco's entry into the era of value-added marketing. The launch of "Aura" Alloy Wheels in early 2002, uniquely positioned as "dress code for your car", was followed by the launch of its kitchen utility range - "Freshwrapp" aluminium foil and "Freshpakk" semi-rigid containers, and "Everlast" roofing sheets. During this period, Hindalco also introduced "Al Planet" - a unique exhibition format highlighting products from the secondary aluminium industry.

With an extensive distribution network in place, Hindalco's range of kitchen utility products, which include aluminium wrapping foils and semi-rigid containers (casseroles) are available widely in cities and towns around the country. Within a year of the launch of its kitchen foils, Hindalco has already captured a 40 market share of the 2,500-ton kitchen foils market. The company is confident of growing this market, which is still at a nascent stage when compared to the global size.

The high profile launch of "Aura" Alloy Wheels, positioned as "dress code for your car", met with an enthusiastic response. In its first year in the market, 58,500 Aura alloy wheels have already been sold.

In another initiative, Hindalco launched "Everlast" aluminium roofing sheets in early 2003. Launched after extensive research, this product represents one of the strongest ever initiatives to present the Indian consumer with an attractive and reliable solution to his roofing needs. Available in a range of profiles, it can be used both for domestic roofing, as well as in industrial applications including factory sheds , godowns and tea estate sheds.

As India's largest aluminium producer, accounting for 40 per cent of all primary aluminium produced in the country, Hindalco's market leadership position is well established. Now, taking on the mantle of "market grower", the company hopes to boost the secondary aluminium market. Says Mr. Maudgal, "We believe the overall consumption of aluminium has good potential for growth which is possible largely with the growth of the secondary industry." As a step in this direction, Hindalco has launched "Al Planet", a first-of-its-kind initiative, to provide a platform for small and medium aluminium fabricators to showcase their products and network with architects, interior designers, builders and contractors. By giving small and medium manufacturers/ fabricators a fillip, Hindalco expects to generate demand of aluminium for itself and the industry at large, in line with its strategy of being a market grower.