He belongs to the prestigious Deen Dayal family that has been synonymous with photography for decades in Hyderabad–Sandeep is also a tennis and flying enthusiast who, along with his wife Madhu, care for the environment. Together they aim to make a positive impact with their products.
Tell us a bit about what you do.
I’m the fourth generation of the Raja Deen Dayal family. My great grand father was the pioneer of photography in India and my grand father was associated with the Nizam of Hyderabad. Our family now manufactures uPVC doors and windows as per British and European National Standards. Unfortunately, there are no standards in India and a lot of sub-standard products are available here. We therefore chose to follow the BS and EN standards as they are the most stringent in the world.
What has the journey been like so far?
It has been a very interesting ride so far. We started commercial production in January 2015. LIBERTY21 was a new brand and I was totally new to the building products industry. It was a real uphill task convincing the market about the importance of quality and to establish our market based on quality. I believe that in these three years we have managed to establish ourselves as a manufacturer whose name is synonymous with quality. Every single customer who has used our doors and windows comes back asking for more and have been kind enough to give us fantastic references.
What is the most exciting part of your work?
We have developed some very unique windows, especially for the Indian market, like the Twin Sash window which is the only one of its kind in India. This is like a conventional wooden window wherein your mosquito mesh opens inwards and the glass opens outwards, and between the two we have given the provision for a security grill. Similarly, we have launched, for the first time in India, a sliding window with an integrated mesh and grill. We have recently launched our project series of doors and windows—GREEN WINDOR—with German Technology. All our products are 100% lead free and with the RoHS stamping (restriction of hazardous substance). We are also IGBC approved (Indian Green Building Council). In terms of the product range, we as a single company have the most extensive range in India and now with the GREEN WINDOR, we are catering to the projects segment also.
Any challenges you’ve faced along the way?
The biggest challenge for us has been to differentiate ourselves from the sub-standard products available in the market. One more challenge has been the lack of consumer awareness of quality. Several customers never understood the importance of quality in a window. They believed that a window is only for aesthetics, and we had to show them how that was not true, and that in fact a window or door is a part of your structure. We also had to show them the importance of our company slogan and– how they could get “A COMPLETE LIFE” using a LIBERTY21 window. They had to be explained how our windows provide better thermal efficiency and energy efficiency up to 27%, thus saving you huge electricity bills, sound proofing, etc. thereby giving you a complete life with better performance.
How did you decide on getting into this field?
My wife Madhu and I have always cared for our environment, and believe that we should leave a better planet for our children. uPVC doors and windows are a substitute to wood and aluminum and they are green products. Secondly, we noticed that there are no quality uPVC doors and windows being manufactured in India and a lot of cheap Chinese products are being used due to lack of consumer awareness. Hence, we saw that our country needs quality green products which will last generations.
How do you stay up-to-date when it comes to business?
I’m always on the look out for quality products to bring to our country. Unfortunately, the best of the MNC’s dilute their standards when they come to India. I always look for quality which will give us a better living.
Tell us about your hobbies and interests.
I am passionate about tennis which I don’t miss at all when I’m in Hyderabad. I have been playing tennis for the last 34 years. I’m also very passionate about flying, something that I have been doing from when I was eight years old. We fly radio controlled models which are turbo props as well as turbines and also 2-seater airplanes. – as told to Suneela