The building construction industry is at the cross roads today, still dominated in large measure by use of conventional products and technologies but having a desire to adopt more modern, innovative, sustainable and contemporary practices that are prevalent in other developed countries.

Architects and builders today are widely travelled and have global exposure. However due to a combination of factors including non availability of credible superior alternatives and lack of progressive building codes and standards that are strictly mandated, new products and technologies are yet to penetrate in a significant way in the country.

Several organizations have access to the best global practices in construction and are attracted by the potential that India offers. However, they face an uphill task in terms of getting ready audience and acceptance of their products and services. Individually each company by itself has limited capability to make a large enough impact and create construction change. Companies therefore typically complement their efforts on the ground by resorting to advertising, participation in fora like the Green Building Congress etc. apart from taking part in building materials related exhibitions that are held from time to time.