After the successful creation of Metallic Veneer, Nocte Veneers unveiled its METALLIC LAMINATE range - an innovative surface product for the market. Nocte Group is a very popular and trustworthy company that is producing and marketing decorative veneers along with plywood, laminates, ACP, and other panel products in India. Nocte Veneers is a popular name in the decorative veneer trade in India due to its innovative products offering and honest commitment to the market. Their innovation in veneers was a point of discussion in India and overseas markets also.
Nocte Veneers’ METALLIC LAMINATE was launched on the Ply Reporter Launch Pad on 28 November 2021. During the launching program along with Mr. Prakash Nandu, Director, Nocte Veneers some leading distributors were present connected online from different locations in the country which include: Mr. Dinesh Maheshwari, Home Decor, Surat; Mr. Dheeraj Sawlani, Dheeraj Ply & Veneer, Indore; Mr. Rahul Mer, Rajasthan Plywood, Banswara and Mr. Abhinandan Jain, Manish Plywood, Hyderabad. PR LAUNCH PAD is the centre stage created to connect Manufacturers, Distributors, Dealers and Retailers with the latest products & new designs in the wood and decorative panel trade.
The company has unveiled approx 200 designs in Metallic laminate range and they have expertise to have many customised designs in it. Mr. Prakash Nandu, Director, Nocte Veneers in conversation with Mr Rajiv Parashar, Editor, Ply Reporter talked about the metallic laminates range and said, “This is like a normal laminate with new innovation of process to give a metallic look just like we presented the metallic veneer. This is a textured laminate with metallic effect. We can make ten different colours of its designs and textures. In wooden design also we can give metallic effect. All the textures innovation is mild as the market is accepting it these days. This is just like giving a feel of veneer after application.”
MR. PRAKASH NANDU IN CONVERSATION WITH PLY REPORTER
Where have you brought these types of innovation in laminate?
Mr. Prakash Nandu: This is an extension of our continuous thought process of doing something different from others. We had brought metallic veneer in 2013 which later on became a trend. Today without metallic veneer the range of veneers does not complete. For the last four years we were thinking of bringing a metallic effect in laminate. Today the industry is going through a phase of transition and with innovative thought people are always offering something different. Ours’ innovation will be a booster for the laminate industry.
How this laminate is to be applied on surfaces. Does it require polishing also?
There is no need of polishing it because we have given a polycot effect with textures on natural veneer colour laminate, so it looks just like natural veneer. It can be applied anywhere just like regular laminate or veneer.
What technology has been used to give such effects?
This is a trade secret. You can say it is like i-phone of surface solutions. For giving such an effect we have used the same technology by which we had given metallic effect to veneer. The laminate was first colour coated and then gone to sanding. I believe its demand will be good with showroom displays.
How many colours/designs have been given into it and how is it different from the normal trend in laminate offerings?
This has been developed after deep consultancy with our dealers/distributors/architects/interior designers and customers’ feedback. In one texture/design we can give ten different colours and shades. Till date we have developed nearly 400 designs.
In general for laminate the company gives guarantees of colours and texture. Do you have any test report that its textures or design would not be destroyed or fade out?
When metallic veneer came into the market people were confused, but slowly their mindset changed and the product got very good acceptance. For this laminate also we are convincing interior designers, carpenters, and contractors how it can be used. The innovative products will have to be applied with caution like android phones are used with delicacy unlike the traditional phone which was rough and tough use phone. With this laminate also we are giving user guides and wrapping, so there would not be any problem. The carpenters need to work under their guidance. Once its application is done properly there is no issue.
What would be the marketing strategies, policies and dealers' approach with this product?
Those dealers or showroom owners, who are interested in putting it on display, should meet us as we are not making any sampling for it. I believe that the catalogue for this item at every shop will destroy its exclusivity and margin so there is no catalogue that is going to be distributed as a marketing approach. For sampling and catalogue format we will think after six months when people will know about it seeing on showroom displays.
You are a passionate innovator of veneer and the similar approach is being taken for laminate also. Is it to compensate for the decreasing sales of veneer or what?
Veneer is like a BMW and it will be successful in its own way with time. It is a natural product that will go ahead in a natural way. Teak was popular 25 years before and today also people like it, so the natural product demand will not go down. Our innovative offering in laminate will also pick up demand and we are making efforts for its awareness through digital platforms and social media.
You have a dealers’ network of veneers, how can an outside dealer approach you to have this product?
If we talk about outside dealers’ approach, we already have dealers' networks across the country. Its marketing has already been done among them so they are interested and coming to us for it. In the exhibition also we have made numerous dealers. So, with its increasing demand many more people will try it. The industry people will also take a chance and its market will expand like the veneer we had brought first time and its demand increased later on.
What is your message to dealers and showroom owners?
I will say tel mat dekho, tel ki dhar dekho (see which way the wind blows, don't hurry, work with patience and restraint, wait for the result) so the coming time is of social media. With products you have to be active on social media. Many dealers were comparing it on rates, but a showroom product always has much more importance than price. The decorative product should be reflected in your eyes and words then only you can bring the difference and get better sales realisation.
THE CHANNEL PARTNERS’ VIEWS
Mr. Dinesh Maheshwari, Home Decor, Surat: Mr Prakash Nandu ji is a very innovative and creative person, so any dealer who understands Mr Prakash Nandu ji does not feel difficulties knowing his product offerings. His creativity brought Metallic Veneer in 2013 that time those who believed in his thought and accepted the product are far ahead today. Now he has again brought a new product Metallic Laminate which is also very different from the normal laminate. It can be termed as a mid range between laminate and veneer. It is also pocket friendly and easy to applicants and handling. The policing of veneer is basically more costly and time consuming that everyone is not able to afford. This metallic laminate will fill the gap. Nai soch hai vishwash rakhie.
Mr. Dheeraj Sawlani, Dheeraj Ply & Veneer, Indore: if we talk about metallic veneer it has already been in trend for over 8 years and after changing the trend it has acquired a huge market in the veneer segment. I believe that metallic laminate will also reflect the same, fulfilling the gap in this segment. Many customers ask for veneerlike products, so it fills the gap. So, it will definitely be a trend setting product in laminate. For showroom owners or retailers laminate is a bigger pocket after plywood. So, in that segment anything new innovation is quickly accepted. Veneer segment is already a big market but in laminate, WOW factor was missing there and it will give a feeling of high end laminate that can be used with existing laminates. The customers who like metallic veneer but due to budget or time constraint they want something ready like that, so it will definitely be a trend setting product. What is permanent is change! So, accept the change and educate your customers to get the first come advantage.
Mr. Rahul Mer, Rajsthan Plywood, Banswara: This is a very innovative product that resembles veneer after application. People in Rajasthan can afford veneer but most of them are hesitant to use it because they don’t know how it will look after polishing. So, the customers ask for the finished product that looks after the application. This gives a feeling of veneer with perfect justification of abstract as well as wooden veneer looks so the range in offering is very beautiful, and I hope it will be a hit in Rajasthan and in fact across the country covering up the gap between veneer and laminate. Today architects and interior designers ask for something innovative every time and it touches their sentiments. It is going to be a hit in the market!
Mr. Abhinandan Jain, Manish Plywood, Hyderabad: This is a fantastic innovation brought by Mr Prakash Nandu ji which was required by the industry for a long time. As the natural veneer and metallic veneer are two different products, similarly in the laminate segment also Metallic laminate will make its own place. Nocte Veneers always brings premium products and this time also they have brought a unique and trendsetting product in the market. I feel it will become a fashion statement in coming times as metallic veneer has created a space for itself. The market needed to have a product which is cost effective and this range perfectly fills that gap. Nocte Veneers has got what is fulfilling the market with innovation. With this a new stream has been added in a laminate segment that will make its own place.