Craft Experience and elevate surrounding . This is the philosophy of Aluminr , one of the most exclusive door makers in the world , that are committed to carry forward its legacy of centuries of craftsmanship reflected in the form of their exquisite doors .
Sanjay Oberoi , CEO and part of designers group at Aluminr , talks about the history , the present and the future of this Indian design brand .
Aluminr CEO
Aluminr was born in 2019 , and since then it has expanded its roots in International markets . Is there any clue in brand’s origin that supports its flourishing results in such short time span ?
Sanjay Oberoi ( SO ) - The parent company , OBEROI SALES GROUP , has been in collaboration with India’s wealthy group of artisans since 2009 . Back then we were more into supporting metal work for residential and commercial projects , nationally . We had the years of exploration, research and skilled craftsmanship . But what we were missing was contribution to the design ; the sketches , visuals . So building a design brand was always our bid and going international was always our focus
Sunburst Copper door
Aluminr doors have reflection of daintiness and boldness in their looks . Why you choose to be bold when you could have done in a not so bold way ?
Sanjay Oberoi ( SO ) - From early on we were really passionate about Indian craftsmanship , but it’s contribution to the interior design industry was not to its full potential . When we visited to any international trade fairs , back then , I hardly see any brands that follows there Indian craftsmanship roots . There were just brands with there , only , moat as Quality , which can be easily replicated . We wanted to create products that were unique and true to its local roots . In International markets the only exceptions are the brands that had their own mark , the different element
We do not want to be just like any other door manufacturing company , we want to create experience for our clients .We wanted to create products , whoever wants to copy have to really scratch their heads .
With this boldness , comes the detailing , the precision .Our each door undergoes several manual processes from metal crafting , cladding , casting or patina ,handled by our skilled craftsmen , before the final outcome .
We have door designs which are having a contemporary side as well , but we always make sure to add hints of boldness to the design . And to be true , this district and creative side of a us is , really , being loved internationally .
Can your doors be part of projects which are not so classic or bold ?
Sanjay Oberoi ( SO ) - Creating a transitional interior , mix of curves and straight lines, has been always a trend . We have interior designers , clients, that uses our pieces for a classic space and then a contemporary one . You would definitely need a perfect background to fit a bold piece, as cohesiveness is really important in every scenario . On another note , It’s not , more , about if the piece fits the house , it is if it fits the way of being , the philosophy of life of whoever buys it and there we have no limits .
What sets of art and crafts you combine in your products ?
Sanjay Oberoi ( SO ) - I would say , crafting of our doors is unlike any serial production , our each door undergoes various crafting stages before it becomes a functional piece of art . To talk about Sunburst , one of our best selling doors and part of our copper door collective , the door’s crafting involves - metal embossing , where the design is handcrafted on copper skin ; metal shaping and cladding , where the hand textured copper skin is shaped to add more depth and detail to the design and then cladded over the wooden base door , making it functional ; metal casting , where the copper is sand casted and given a shape of a door pull handle ; metal oxidation/patination , where the copper skin is aged , making the doors look aesthetically ,more ,pleasing
And all these processes are done manually , and by group of skilled artisans which chose to carry forward their inherited skills . Aluminr is highly obliged and proud working with such talented and passionate artisanal group .
I cannot think of any other country , apart from India , which could affirm us with such wealthy corporation of gold fingered artisans .
How you see Aluminr in next five years ?
Sanjay Oberoi ( SO ) - Setting up international distribution system with the help of renown luxury boutiques in different countries is definitely one of our initial bets . Then we are focusing on building a range of hand textured and patinated metal skins made in copper , brass and bronze . These metal skins can be cladded on any kind of substrate out there from wall featuring to façade claddings
Design and communication are one of our focusing areas , and have generated more than promising results , so we will continually put extra efforts in improving our digital presence.
Apart from our future bets on business expansion , I want to highlight on the fact that , building trust and credibility for our brand is always on priority and we will continuously improve ourselves is making our clients feel more happy and satisfied with Aluminr and using Aluminr products .
Experience our Collection of the timeless handcrafted Copper doors ; Crafted using the most authentic handcrafting techniques used around the world . Collection contains fifteen exclusive copper door designs, from simple embossed textured to patina finished giving your space entrance an organic and exclusive look . Request your free e-book now .
Interiors, when filled with aesthetics that complement your home, have a way of exuding your tastes. Such aesthetics and designs showcase who you are and reflect well in the confines of your home. What could your interiors be missing?