Fenesta is a windows and doors brand and a part of the Rs. 12,741 Cr conglomerate DCM Shriram. Its installations across more than 5,00,000 homes have already crossed the magical 5 million mark. Empowered with the knowledge of India’s extreme conditions, Fenesta has designed uPVC windows and doors that are able to withstand India’s extreme climate also.
After uPVC, Fenesta took another technological leap when it introduced its ultra-luxury aluminium windows and doors, solid panel doors and most recently the Facades.
Headquartered in Gurgaon, Fenesta has more than 360 experience centers and nine signature studios enabling it to service 900+ cities. With a dynamic direct sales force, Fenesta has successfully expanded its reach internationally, penetrating markets in the Maldives, Nepal, and Bhutan.
Fenesta offers a customised end-to-end solution: survey, design, manufacture, delivery, installation and service to all its customers. The entire process is synchronised with the pace of each project explains the company.
Medianews4u.com caught up with Fenesta CMO Susmita Nag
Q. From a marketing perspective what are the priorities and focus areas for Fenesta?
At Fenesta, our marketing priorities are anchored in three core pillars: brand awareness, customer-centricity, and digital transformation. As a market leader in windows and doors, we are dedicated to consistently reinforcing our brand promise of “Fine. Finer. Fenesta,” which embodies our commitment to quality, innovation, and delivering a premium lifestyle experience.
Strategically, we are focused on expanding our footprint in Tier 2 and Tier 3 cities while continuing to strengthen our brand visibility in metropolitan markets. Our approach involves hyperlocal marketing initiatives, omnichannel engagement to connect with customers across multiple platforms, and leveraging technology to offer personalised experiences. These efforts form the foundation of our roadmap to drive growth and deepen customer relationships.
Q. Could you talk about some of the marketing activities and innovations that one can expect in the coming months?
We have several impactful marketing initiatives planned for the coming months, all designed to strengthen brand engagement and deepen our connection with customers.
Our latest summer film, launched under the “Fine. Finer. Fenesta” campaign, showcases how our products seamlessly elevate everyday living. This was complemented by strategic ad placements during the IPL and a nationwide cinema advertising campaign across 500+ screens, significantly boosting our visibility.
Looking ahead, we’re rolling out a high-impact TV campaign to build mass awareness and reinforce trust in the brand. This will be supported by a series of functional benefit films that highlight the lifestyle and performance advantages Fenesta products offer. On the digital front, we are focussing on launching seasonally relevant, functionality-driven ad films to better engage both prospective and existing customers.
From a technology standpoint, we’re excited to introduce an AI-powered chatbot integrated with WhatsApp. This innovation will make customer interactions more intelligent, seamless, and immediate. Additionally, we’re continuing to invest in regional events and exhibitions as part of our hyperlocal strategy which has enabled us to connect with customers more personally and effectively at the community level.
Q. To what extent will marketing lay emphasis on the demand for sustainable and energy-efficient building materials shaping the future of the construction industry in India?
At Fenesta, sustainability is a fundamental part of our product philosophy rather than just a buzzword. Our marketing efforts play a pivotal role in highlighting how our UPVC and aluminum windows and doors contribute to energy efficiency, thermal insulation, and soundproofing, all of which are essential components of sustainable building design.
We are actively focused on educating customers, architects, and builders about the long-term environmental and economic benefits of opting for eco-friendly fenestration solutions. As awareness around green buildings and sustainable living continues to rise in India, our marketing strategy is aligned to amplify this message across campaigns and customer engagement initiatives.
By consistently communicating these benefits, we aim to not only meet the evolving demands of the construction industry but also contribute meaningfully to the broader movement towards environmentally responsible living.
Q. Is marketing usually a year-round activity for Fenesta?
Absolutely. At Fenesta, marketing is very much a year-round activity. India’s diverse geographies and climatic conditions mean that customer needs vary significantly across regions and seasons. Whether it’s combating the heat during summer, protecting homes during the monsoons, or providing insulation in winter, our marketing communication is carefully tailored to be both seasonally and topographically relevant.
This dynamic landscape requires us to maintain a continuous, 365-day marketing effort, one that stays closely aligned with evolving consumer needs while consistently showcasing how our products address these unique environmental challenges.
Q. With over Five million installations across India, what is Fenesta’s strategy going to be to maintain its position in the windows and doors market? Where is the whitespace for growth in 2025?
To maintain our leadership in the windows and doors market, Fenesta is focused on a three-pronged strategy: product innovation, channel expansion, and digital transformation. We’re continuously evolving our product portfolio with new design aesthetics and smart functionalities to meet the changing preferences of modern consumers. At the same time, we’re expanding our dealer network and experience centers to strengthen our presence in currently underserved regions.
A significant recent development in our strategy is the acquisition of a 53% equity stake in DNV Global for Rs. 44 crore. This move enhances our backward integration capabilities and opens avenues to develop a new line of hardware products.
As Saket Jain, Business Head of Fenesta Building Systems, stated, “Hardware plays a critical role in defining both the performance and user experience of our window and door systems.” This acquisition enables us to innovate more effectively and expand our hardware offerings across new home improvement segments, thereby accelerating our growth trajectory.
Looking ahead to 2025, we see significant whitespace in Tier 2 and Tier 3 cities, where rising aspirations and infrastructure development are creating strong demand for premium and energy-efficient fenestration solutions.
Additionally, the integration of smart home technologies and the growing emphasis on sustainability in institutional projects such as hospitals, schools, and commercial buildings present major opportunities for growth. These focus areas will be central to our efforts in deepening market penetration and reinforcing our industry leadership.
Q. Could you talk about how the focus on in-store design sets the company apart from the competition?
Fenesta has long recognized the importance of customer experience in a high-involvement category like windows and doors. We were pioneers in introducing experience centers in India over a decade ago — a concept that has since become central to how we engage with customers. Today, we operate 9 Signature Studios and over 360 experience centers across 900+ cities, offering immersive spaces where customers can interact with our products firsthand.
These are not just conventional retail outlets; they are thoughtfully designed experiential environments where customers can see, touch, and understand the aesthetics, performance, and functional benefits of our windows and doors. This level of hands-on engagement significantly enhances decision-making and builds trust which sets us apart in a largely commoditised market.
As we continue to grow, we’re placing strong emphasis on expanding this footprint, particularly in emerging markets. Our goal is to deliver a highly personalised buying experience across geographies, making premium fenestration solutions more accessible and relatable to a broader customer base.
Q. Could you talk about investments being made in technology-driven solutions to enhance the omnichannel shopping experience for customers?
At Fenesta, we are deeply committed to enhancing the omnichannel shopping experience through strategic investments in technology and digital infrastructure.
We’ve built a robust Martech stack that enables us to deliver a seamless, intelligent, and personalised customer journey across touchpoints.
Our CRM system plays a central role in lead nurturing and after-sales engagement, ensuring consistent and timely communication throughout the customer lifecycle. We operate an in-house call center and have deployed AI-powered chatbot, including a WhatsApp-integrated assistant, to provide immediate, intelligent responses to customer inquiries.
On the digital front, we’ve developed a mobile-first website optimised for intuitive browsing and a smooth inquiry experience. Additionally, we’ve embraced AI tools for performance optimization and content creation, allowing us to tailor our messaging effectively across platforms. We also leverage Online Reputation Management (ORM) software to track brand sentiment and respond in near real time, strengthening customer trust and satisfaction.
These integrated technology solutions are key to delivering a cohesive omnichannel experience, one that reflects Fenesta’s brand promise while meeting the evolving expectations of today’s digitally savvy consumers.
Q. Personalisation is becoming a key trend in home solutions. How is Fenesta addressing consumer demand for customized designs and smart functionalities?
At Fenesta, customer centricity is at the heart of everything we do ranging from product innovation to after-sales service. We recognize that windows and doors have evolved beyond their functional role to become key elements of a home’s design and personality. As a result, personalisation is not just an option but a core part of our value proposition.
We offer fully customized solutions that account for local climate conditions, noise levels, spatial constraints, and architectural styles. Our customers can choose from a wide array of finishes, colors, glass types, and hardware configurations, allowing them to create designs that seamlessly integrate with their interiors and reflect their individual taste.
In step with the growing smart home movement, we are also incorporating advanced features such as sensors, enhanced security options, and home automation compatibility. This ensures that our products are not only stylish but also intelligent and future-ready.
Moreover, personalisation extends across the customer journey. From one-on-one design consultations at our experience centers to responsive service supported by advanced technology, we strive to deliver tailored experiences at every touchpoint. For us, personalisation means creating solutions that are as distinctive and dynamic as the homes they’re a part of.
Q. How is Fenesta leveraging AI?
Artificial Intelligence is a key enabler in Fenesta’s marketing and customer engagement ecosystem. We’re leveraging AI across multiple touchpoints to enhance efficiency, personalisation, and responsiveness.
One of our most impactful implementations is the use of AI-powered chatbots, including integration with WhatsApp, which allows us to provide instant, intelligent support to our customers. AI also plays a vital role in automated lead scoring and routing, ensuring timely and relevant follow-ups that improve conversion rates.
On the marketing front, we utilize AI for performance optimization of our digital campaigns and even for creative generation, enabling us to deliver more targeted, compelling content. Furthermore, we’re using AI-driven sentiment analysis and feedback loops to continuously refine our messaging, product offerings, and overall customer experience in near real-time.
By embedding AI into both backend processes and customer-facing interactions, we’re not just improving operational efficiency but also delivering smarter, more personalised engagement that reflects the evolving expectations of today’s consumers.
Q. Could you talk about the role of on-ground activities like roadshows, seminars in brand building?
On-ground engagement plays a crucial role in Fenesta’s brand-building strategy, especially given the nature of our category. Our hyperlocal approach includes activities such as society demonstrations, roadshows, and exclusive service camps that bring our products and services directly to customers within their own communities.
We also actively participate in regional exhibitions and industry events, providing valuable opportunities to connect with architects, builders, and end-users at the grassroots level. These face-to-face interactions not only enhance brand credibility but also foster the creation of local brand advocates who help spread awareness and trust within their communities.
By combining on-ground initiatives with our broader marketing efforts, we ensure that Fenesta remains a relatable and trusted choice for premium windows and doors across diverse markets.
Q. On social media how active is Fenesta? What is the strategy going to be to use platforms like LinkedIn and Meta to engage with stakeholders?
Fenesta has been a digital-first brand for over a decade, and social media plays a central role in our brand communication strategy. On Meta platforms like Facebook and Instagram, we focus on lifestyle-driven storytelling, showcasing our products, and educating consumers about the benefits and innovations Fenesta offers.
On LinkedIn, our approach is tailored to engage industry professionals, architects, and business stakeholders. We share thought leadership content, updates on innovations, and key company milestones to foster meaningful conversations within the professional community.
Our overall strategy is to build a passionate community that shares our commitment to better living. We achieve this by combining high-quality, relevant content with timely engagement and leveraging platform-native formats that resonate with our diverse audiences.
