MAM
Test before trust as Aludecor puts ACP claims under the scanner
MUMBAI: When buildings speak, weak materials whisper and Aludecor wants contractors to listen before it’s too late. India’s ACP major Aludecor has rolled out a new television and digital campaign that swaps glossy promises for gritty site realities. Built around everyday construction scenarios, the films spotlight common material failures, colour fading, fire safety gaps and panel delamination and the long-term damage they can cause to safety, reputations and livelihoods.
Set on active construction sites, the campaign features Amit Sial as a seasoned contractor quietly putting his assistant through a reality check. The message is blunt and memorable: “Iss liye test nahi toh… trust nahi.” The films underline how cost-led choices and unchecked claims often come back to haunt those on site.
At the core of the campaign is Aludecor’s emphasis on proof over promises. Its ACPs undergo 205 mandatory quality and performance tests, covering durability, fire resistance and structural reliability in real-world conditions. The films translate these lab processes into outcomes that matter on site colours that don’t fade, fire-retardant and fire-resistant panels that limit flame spread, and sheets that hold their form over time.
Going beyond advertising, Aludecor has thrown open its fully equipped in-house R&D centre complete with NABL-accredited fire-retardant testing facilities to the wider ACP industry, free of cost. Samples are to be lifted directly from materials supplied at site, ensuring what’s tested is exactly what’s installed.
To protect credibility, all tests will be conducted in a brand-blind and anonymised manner. Neither the testing team nor the facility will know the brand, customer or project involved. The company describes this as the Indian ACP industry’s largest voluntary open testing initiative positioning it as a trust movement rather than a certification drive.
Aludecor is calling on fabricators, architects and builders to question claims, demand evidence and treat testing as a shared responsibility, one that can prevent accidents, avoid financial loss and protect professional credibility.
Commenting on the initiative, Aludecor founder and CMD Ashok Kumar Bhaiya said the highest risk of material failure is borne by fabricators themselves. The goal, he said, is to arm them with facts and the confidence to insist on transparent testing because when materials are tested honestly, trust follows, and lives are safer for it.
The campaign is being rolled out across television and digital platforms, supported by billboards and on-ground outreach, reinforcing a simple message the industry cannot ignore: in construction, trust is built only after the test.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
