Fenestration involves designing windows, doors, and skylights. It has changed from being just a functional need to a key part of architecture that affects aesthetics, sustainability, and comfort. Window Magic leads this change in India. The company, a pioneer in uPVC and aluminium window and door systems, was founded in 2002. It aimed to transform the fenestration industry by using German technology that blends performance with eco-friendliness and looks good. Manish Bansal, Director and CEO of Window Magic, has brought strategic vision and a focus on quality that has helped the company become one of India’s respected fenestration brands. In an exclusive chat with Asmita Mukherjee, Bansal discusses India’s growing premium fenestration market, the rising interest from tier-II and tier-III cities, and the company’s future vision for hospitality, residential, and commercial spaces.
What do you think about the premium doors and windows market in India, especially with growing demand fromtier-II and tier-III cities? What key business strategies have helped you succeed in such a competitive market?
The premium doors and windows market in India has seen significant changes over the last decade. While cities continue to drive demand, it is exciting to see an increasing interest in premium options in tier II and III cities. Homeowners in these areas are becoming more aware of design. They value energy efficiency, noise insulation, and durability, which are all features of premium systems.
At Window Magic, our strategy focuses on two main areas: innovation and accessibility. We combine top-tier technology with local design sensibilities, making our products both aspirational and practical. Our strong dealer network, excellent after-sales service, and emphasis on educating customers about the long-term benefits of premium windows have been vital in building trust in newer markets.
How has your collaboration with architects, builders, and interior designers changed in recent years? Are you taking steps to strengthen this B2B network?
Earlier, our work with architects and builders was more about transactions, concentrating on products for current projects. Now, these relationships have developed into true partnerships. Architects and designers view us as co-creators. We offer not just technical expertise but also design flexibility to help them achieve their vision.
We have set up dedicated design support teams, training programs, and on-site help to ensure professionals feel supported at every step. Our aim is to enhance this network through knowledge sessions, joint innovation projects, and platforms for sharing ideas.
From noise-canceling frames to climate-adaptive glass, Window Magic is seen as a brand focused on innovation. Would you like to share some information about upcoming product lines or technologies?
Innovation is central to Window Magic. Right now, we are developing ultra-slim aluminium frames that maximize natural light while ensuring strength. We are also enhancing thermal insulation systems tailored for India’s varied climates. Our partnership with Alumil is already changing the industry.
We are also looking into eco-friendly materials and sustainable designs, aligning our innovations with the global trend toward greener construction. Soon, you can expect products that combine performance, style, and sustainability to redefine the living experience.
Can you explain the smart automation features you’re adding to your doors and windows? How does this connect with the rise of smart homes in India?
The smart home trend is no longer confined to major cities; it is becoming popular across India. At Window Magic, we’ve added smart automation systems that allow homeowners to control their windows and doors remotely. This includes opening, closing, and adjusting ventilation.
Features like voice control integration, sensor-based locking, and climate-responsive automation provide convenience and security. For us, it’s about preparing our products for the future and ensuring homeowners enjoy a seamless experience where technology fits smoothly into everyday life.
How do you approach research and development as well as materials innovation, especially considering India’s diverse climate and construction needs?
India’s diversity is a challenge and an opportunity. From humid coasts to dry regions and cold winters, a single solution won’t work everywhere. That’s why our R&D focuses on localized innovation.
We thoroughly test materials, especially aluminium and specialized glass, to ensure they are durable and adaptable. Our goal is to mix global technology with local needs to achieve energy efficiency, sound insulation, and long-term performance across various areas.
What makes Window Magic a preferred brand for leading architects and designers in India? What kind of technical or design support do you provide to professionals in the field?
Our strength lies in our solution-oriented approach rather than just focusing on products. Architects and designers choose us because we collaborate on design, performance, and technical details from the planning phase.
We offer detailed CAD drawings, on-site consultations, customized design options, and technical mock-ups. This support makes it easier for professionals to realize their unique ideas. Our proactive partnership approach has helped us earn trust within India’s design community.
Are there any recent projects where working with architects led to a standout design or custom solution that you want to share?
One notable project is a luxury residential development in New Delhi. The architect wanted large views without compromising structural integrity. We collaborated closely to create custom ultra-slim aluminium sliding systems that provided a seamless connection between indoor and outdoor areas.
Another example is a commercial project in Noida, where sound insulation was crucial. Our advanced noise-reduction frames significantly improved the outcome. These collaborations reinforce our belief that when innovation and design intersect, the results can be transformational.
asmita.mukherjee@saffronsynergies.in
