Setting standards in innovation, quality, and sustainability, Ashirvad gains traction
Ashirvad by Aliaxis (erstwhile Ashirvad Pipes), currently part of the global Aliaxis Group, is banking on the rapidly growing Indian PVC pipes and fittings market. Ever since the company was acquired by the €4.1-billion Belgium-based group in 2013, it has made significant strides, capitalising on India’s expanding infrastructure, real estate, and agriculture sectors. Over the last decade or so, the company has grown nearly fivefold to a turnover of around R6,000 crore, actively increasing its market share through strategic investments and capacity expansion initiatives. Going ahead, buoyed by favourable market conditions, the company is aiming for a turnover of around Rs9,000 crore in the next 4-5 years.
The Bengaluru-headquartered company, founded by the Poddar family in 1998 and now a wholly owned subsidiary of the global leader in designing innovative, reliable, and sustainable solutions for fluid and energy management, has invested close to Rs1,000 crore in ramping up capacities across multiple locations and expanding its footprint across a wider geographical base.
What began in 1998 as a uPVC column pipe manufacturing facility in Bengaluru has grown into one of India’s most respected water solutions companies. Ashirvad today offers a full range of solutions spanning CPVC and uPVC plumbing systems, SWR drainage, water storage, adhesives, fire protection systems, conduits, irrigation technologies, and several innovations designed for modern infrastructure.
CPVC, or chlorinated polyvinyl chloride, is used for both hot and cold-water applications because it can withstand high temperatures, unlike regular PVC, which is suitable only for cold water. uPVC column pipes are crucial components in the process of drilling a borewell. uPVC (unplasticised polyvinyl chloride) is a highly durable material resistant to corrosion and rust, making it ideal for borewell applications. CPVC and uPVC pipes and fittings constitute over 75 per cent of the company’s revenue.
Making its mark
Ashirvad today operates seven modern manufacturing facilities across Durgapur (West Bengal), Cuttack (Odisha), Bhiwadi (Rajasthan), and Bengaluru, with an overall capacity of around 300,000 tonnes per annum. Backed by a workforce of around 5,000 people, the company currently manufactures more than 6,000 product SKUs across residential, agricultural, industrial, and infrastructure segments. The brand caters to a broad ecosystem of plumbers, plumbing contractors, retailers, distributors, MEP consultants, homeowners, farming communities, and the wider infrastructure sector. Its nationwide presence is strengthened by 12 distribution centres and a network of over 38,000 dealers, ensuring consistent product availability across the country.
Ashirvad by Aliaxis is today India’s leading provider of plumbing and water management solutions, commanding an overall market share of over 10 per cent. In the South, in certain micro-markets, it enjoys as much as 60 per cent share. In fact, Ashirvad is today the world’s largest player in CPVC pipes and is considered a pioneer in uPVC pipes in India, particularly for introducing the first uPVC column pipes for submersible borewell pumps in 1998. In a short span of time, the company has also emerged as a prominent player in the plastic water tank space, having entered the business in 2020.
“Ashirvad as an entity has undergone a major transition ever since it was acquired by the Aliaxis Group. Over the last decade or so, backed by the resources of our parent company, we have built a strong organisation run by well-established processes across various verticals. We have grown in a big way and emerged as a highly trusted brand in the intensely competitive Indian market. Ashirvad has aggressively expanded its market presence through multiple initiatives. Going forward, we aim to further increase our footprint, even as we continue to set industry standards in innovation, quality, and sustainability,” says Partha Basu, managing director, Ashirvad by Aliaxis.
The Aliaxis Group, a global leader in the manufacturing and distribution of plastic piping systems, entered the Indian PVC pipes and fittings market in 2013 by acquiring a 60 per cent stake in Ashirvad Pipes (revenue then: about R1,000 crore), which at the time had manufacturing facilities only in Bengaluru and catered primarily to southern India. In 2018, the Belgium-based group, globally recognised for its fluid and energy management solutions, acquired the remaining 40 per cent of the company.
Aliaxis Group is a global leader in advanced plastic piping systems for building, infrastructure, industrial, and agricultural applications. Headquartered in Brussels and backed by a workforce of over 15,000 people, the company provides sustainable solutions for water and energy management, operating in over 40 countries through local brands. Aliaxis is privately owned and has a history of innovation spanning more than a century.
Bengaluru-based Ashirvad Pipes was founded in 1998 by the Poddar family (brothers Pawan, Deepak, and Vikas Poddar) as a manufacturing unit for uPVC column pipes. The family, led by their father LN Poddar, originally started the PVC pipe business as Ashirvad Enterprises in Patna, Bihar. They later shifted to Bengaluru and set up Ashirvad Pipes Pvt Ltd in 1998. One of the brothers, Deepak Poddar, has recently re-entered the PVC pipe business through Poddar Plumbing Systems Pvt Ltd. This Bengaluru-based company is setting up a new facility in the Vemgal Industrial Area (Phase 2), Kolar district, Karnataka, with a total investment of around R750 crore. The facility is expected to be operational by August 2026.
Ever since Ashirvad became part of the Aliaxis Group, the company has expanded its business manifold. Since 2018, it has increased capacity threefold to 300,000 tonnes per annum and is looking to raise this to around 350,000 tonnes with the commissioning of its greenfield project in Hyderabad by August 2026. The company is investing around R500 crore in this state-of-the-art facility. In addition, Ashirvad is investing around R100 crore to upgrade its existing facilities in Durgapur and Cuttack.
Capex plans
Going ahead, Ashirvad – rechristened Ashirvad by Aliaxis in 2018 after full acquisition – is planning further capex of around R1,000 crore to expand its capacity to around 550,000 tonnes in the next 4-5 years, establishing a pan-India footprint. As part of this capex, the company is also exploring a greenfield facility in the western region, where it is actively seeking to build a presence. Having established a strong position in the South, the company is now ramping up its footprint in the East.
Ashirvad is aggressively looking to increase its share of the domestic plastic pipes and fittings market, where it competes with brands such as Vector, Astral, Prince, Supreme, Finolex, and others. Importantly, the company manages to command a 10-12 per cent premium over its competition, largely due to its quality and innovations. The company has built a diverse product portfolio and has today emerged as a trusted leader in the fluid management space.
For the Aliaxis Group, its Indian entity has become a key growth driver, contributing around 15 per cent to its global revenue. Ashirvad’s manufacturing base is also looking to cater to the global market, as it revisits its export strategy afresh. The company aims to target South East Asian countries and is looking to raise exports to around 10 per cent of its production in the coming years.
Demonstrating its commitment to the Indian market, Aliaxis opened a new Research & Technology Centre in Bengaluru in November 2020. This state-of-the-art facility is one of only three such R&T centres globally (the others being in Toronto and Paris) that Aliaxis operates.
“Over the past years, India has established itself as a key growth engine for Aliaxis. Ashirvad by Aliaxis has not only sustained a robust growth trajectory; we have also demonstrated remarkable depth and diversity in the business segments we serve: building, infrastructure, agriculture, and industrial plumbing. In 2024, India contributed roughly €550 million to our global revenue, and we are poised to capture the growth of this dynamic market – notably by expanding our manufacturing footprint in Hyderabad and strengthening our presence beyond southern India,” states Thierry Vanlancker, Managing Director, Aliaxis.
“We are particularly proud of our R&D hub in Bengaluru, where we are developing solutions tailored to the unique needs of the Indian market, while simultaneously working on next-generation product ranges that are on par with European and North American standards. For Aliaxis, India continues to be an exciting market full of potential,” adds Vanlancker.
The NABL-accredited R&T centre, backed by 40 scientists, focuses on developing sustainable and innovative water management solutions. Key innovations include the development of India’s first uPVC column pipes, leak-proof SWR pipes with yellow-seal technology, and high-rise plumbing systems, as well as a registered design for alignment marks on fittings. The R&D centre also produces solutions for agricultural, industrial, and fire protection applications, with a recent focus on smart piping technologies to minimise water loss.
“Innovation has been central to Ashirvad’s evolution. The company continues to push the boundaries of material science, product performance, and user-centric design with a strong team of engineers, product specialists, and researchers. Its portfolio includes innovations such as FlowPro+ CPVC systems, advanced SWR technologies, siphonic roof drainage solutions, concealed cisterns, and modern sewage treatment technologies. These developments have earned Ashirvad more than 75 patents and numerous industry awards,” says a company official.
“As a strategic part of the Aliaxis Group, Ashirvad benefits from shared R&D, advanced engineering capabilities, and a global perspective on water sustainability. This enables the company to deliver solutions that are technologically advanced while being deeply aligned with local requirements and usage conditions. The strength of this global-local synergy has positioned Ashirvad as a reliable partner for millions of consumers across India and international markets,” says Basu.
“Our Bengaluru-based R&D hub plays a key role in developing solutions tailored to India’s unique needs. Innovations such as multilayer piping systems and antimicrobial pipes, originally designed for local markets, are now being exported globally,” adds the Ashirvad MD, who has been entrusted with the mandate to grow the Indian business in a profitable manner.
Leadership profile
Basu joined Aliaxis Group in 2023 as Head of Global Transformation based in Brussels. In October 2024, he joined Ashirvad as its managing director. He is a seasoned business leader with more than three decades of diverse experience across multiple industries, ranging from Fortune 500 companies to start-ups. In addition to heading the leadership team at Ashirvad, he is also a member of the global executive committee. Throughout his career, Basu has held key leadership roles at renowned organisations such as KPMG Netherlands, AkzoNobel, Whirlpool, and SpiceJet, driving large-scale business transformations and operational excellence. His expertise spans roles such as CEO, CFO, CIO, and Business Head, demonstrating versatility in strategic planning, cost leadership, process optimisation, automation, and stakeholder management.
An accomplished Cost and Works Accountant, he also holds an executive certificate in General Management from IIM Calcutta. In addition to his corporate achievements, he is a certified professional coach (ACC) committed to helping aspiring professionals upskill and become future-ready.
Backed by its world-class R&D, the company is building a well-diversified product offering and significantly ramping up its capacities. Apart from establishing greenfield projects, the company is upgrading and expanding its existing facilities. The Cuttack facility is currently being upgraded at an investment of around R50 crore (to be completed in the next 4-6 months), while the Durgapur facility’s upgradation has recently been completed.
Under this R50-crore project, Ashirvad has undertaken a strategic infrastructure upgrade at its Durgapur plant with the establishment of a state-of-the-art compounding facility. This development transforms the plant into a self-sufficient hub for the region, replacing current feeding processes with advanced automation. It also boosts production capacity with the addition of new SWR and CPVC lines, ensuring efficient supply to meet rising market demand. The launch reinforces Ashirvad’s commitment to operational excellence and strengthens its competitive advantage through a more responsive and cost-effective supply chain.
The transformation is expected to deliver significant environmental and economic benefits, including reduced freight costs and a measurable decrease in carbon emissions. Together, these initiatives reflect Ashirvad’s commitment to delivering superior customer value while fostering sustainable and scalable growth across key markets in India. The new distribution centre and compounding facility at the Durgapur plant are also poised to generate local employment opportunities, empowering youth and strengthening the regional economy.
In parallel, the company has inaugurated its first Integrated Distribution Centre in eastern India at Panchla, near Kolkata. This marks a significant milestone for Ashirvad. The facility reflects the company’s strategic focus on strengthening its regional presence and meeting growing customer demand in the East. Spanning an impressive 1 lakh sq ft warehouse and a 1.5 lakh sq ft yard, the centre is designed to deliver enhanced customer experience through faster order fulfilment and improved service reliability.
“India continues to be one of our fastest growing and most promising markets. With this new distribution centre, we are strengthening our presence in the East, a region with tremendous potential. This expansion reflects our commitment to building a more agile, technology-driven supply chain that brings us closer to our customers. We, at Aliaxis, are happy with the progress made by the Ashirvad team, growing and setting new benchmarks in operational excellence,” says Vanlancker.
“This launch marks a significant step in our journey to achieve a truly pan-India presence. The new facility enhances our ability to serve the eastern market with greater speed, reliability, and efficiency. The Durgapur expansion reflects our commitment to operational excellence and our continued investment in future-ready manufacturing infrastructure. Alongside the upgraded Durgapur plant, this strengthens our supply chain and creates new employment opportunities in the region. Backed by Aliaxis’ global expertise, we are committed to delivering superior value and driving sustainable growth across India,” avers Basu.
While the company is ramping up its own capacity in an asset-heavy model, it is also outsourcing capacities (subcontracting) to expand its footprint rapidly in an asset-light manner. Ashirvad is currently subcontracting around 15 per cent of its production (primarily water tanks and PVC pipes) and plans to take this share to around 20 per cent in the next few years.
“Our strategy is to expand aggressively across diverse geographies, and to do so we have consciously decided to maintain some component of an asset-light model, which will enable us to increase our market share with optimal utilisation of our resources,” says Basu.
Increasing footprint
The company aims to increase its share in the coming years in a market currently pegged at around Rs50,000 crore for organised players. The market is likely to grow at a CAGR of around 5.5 per cent over the next 4-5 years. The outlook for the Indian plastic pipes industry remains favourable over the medium to long term, supported by several enduring demand drivers. Rising urbanisation, increasing water stress, and infrastructure creation under public schemes are expected to sustain the need for efficient piping solutions. Moreover, a gradual shift from unorganised to organised players, catalysed by improved quality standards and BIS enforcement, is expected to strengthen industry fundamentals.
Meanwhile, Ashirvad, sensing the opportunities, is focused on creating sustainable, cost-effective solutions tailored to the country’s evolving infrastructure needs while adhering to global standards. The company is expanding its offerings to include comprehensive solutions for plumbing, sanitary, and drainage requirements.
Beyond business, Ashirvad invests significantly in social impact. Its sustainability initiatives span river rejuvenation, afforestation, and large-scale water conservation efforts aimed at restoring natural ecosystems. The company’s plumbing schools in Bengaluru and Bhiwadi (with two more in the pipeline) have trained more than 1,200 young professionals, contributing to skill development in an essential trade. Mobile healthcare initiatives and women empowerment programmes further demonstrate Ashirvad’s commitment to building stronger and healthier communities.
“As the company looks towards the future, Ashirvad by Aliaxis remains driven by its core purpose: to build a water-secure India through solutions that are innovative and sustainable. With strong global support and deep local presence, Ashirvad is committed to transforming how water flows through homes, industries, and communities across the country,” says Basu.
With all these developments in place, Ashirvad by Aliaxis has positioned itself strongly in a market that is expanding with significant prospects. Over the last decade or so, ever since the Aliaxis Group took over operations, it has made major strides and established itself as a promising player in the business. Backed by the processes and resources of the Belgium-based group, the company has built a well-diversified offering catering to the diverse needs of the market. Going forward, the company is set to maintain its growth momentum as it explores growing opportunities with reinforced capacity and capability.