Sarda Plywood Industries, Makers of ‘Duro’ are celebrating their successful 60 years in wood panel industry. Sarda Plywood is known for long term business association with their dealers. There are many dealers who are associated with them since ‘Duro’ inception. Majority of Duro Dealers are known as ‘Elite Class dealers’ of their city and they give their credit to mutual understanding and growth. In this issue, The Ply Reporter presents an interaction with Elite Dealers of Duro Mr. Yatin Maheshwari, Plybank India Pvt. Ltd. Agra, UP and Mr. C.B.Kalyani of Om Plywood, Bhopal.
‘DURO” IS A METAPHOR OF CLASS, QUALITY AND EXCELLENCE’
Says Mr Yatin Maheshwari of Plybank India Pvt Ltd , Agra Plybank India Pvt Ltd, and DURO are keeping forward their forefathers’ legacy of serving wood panel industry to the third generation in Agra. My grandfather Sh. Kapoor Chand Maheshwari started Plywood at his shop by getting impressed and inspired from Sh. P D Babu when he mooted the idea of establishing the plywood factory because plywood was an imported commodity in India those days. There has been no looking back since then. They believe that Hard Work and perseverance are the only factor for achieving success in any field. The Ply Reporter talked to Mr. Yatin Maheshwari on their growth and legacy with DURO in their success path. Excerpts.
Q How long have you been associated with DURO?
A Our association with Sarda Plywood Industries is since 1964 and with Brand ‘DURO’ since the year of its inception in 1968.
Q When and how did you come to know about DURO? What is your experience with the company during this period?
A It all started with my grandfather Late Sh. Kapoor Chand Ji Maheshwari who bonded well with Late Sh. Citlangia Ji, the founder of DURO.
We can say that the bonding is generational now which has entered into the third generation and the grandchildren from both the sides are carrying forward the legacy created by our forefathers.
Q Which DURO’s product is very close to your heart and why?
A Pumaply is certainly a winner on this count. Though, I am serving the market where consumption of block board is more than the Ply, yet my personal favourite is Pumaply. It is simply because of its Construction, Quality and Consistency. We have not received even a single complaint for Pumaply till date.
Q Sarda completes its successful 60 years, what is your message to Team DURO?
A I would like to convey my greetings to one and all associated with “DURO” on the completion of six decades of Brand DURO. We have come a long way but it’s not the end of the Journey. I am saying this with a conscience mind that all of us associated with DURO will have to adapt ourselves with the changing market
dynamics. We will have to work relentlessly so as to take further the Legacy created by our forefathers in the name of “DURO”.
Q How brand Duro is important for the growth of a dealer?
A “DURO” is a metaphor of Class, Quality and Excellence. The Brand symbolizes eliteness and the niche created undoubtedly coincides with the reputation of the Counter/ Channel/ Dealer through which it is being sold in the market. We have always been very conscience about our reputation in the market and
association with DURO has certainly been an important factor in maintaining that reputation.
Q What is your expectation from the company?
A While maintaining the ethos of the company, everybody involved or associated with DURO must work very hard to carry the brand name to its new heights. In the coming times, the Company must be very aggressive in the marketing and sales of its products. If required, the Production lines must be streamlined so as to penetrate in the sub-urban and semiurban areas as well. I believe that the policy of Never say, never is the need of an hour and the company must strive to
achieve the same at all levels.
Q Give brief about yourself such as when and how did you enter into this business, your growth story, your strength etc.
A One can say that we are as old into this business as Sarda Plywood. My grandfather, late Sh. Kapoor Chand Maheshwari had a business of mural paintings and picture frames and glass at Kinari Bazaar in Agra. He got very impressed and inspired from Sh. P D Babu when he mooted the idea of establishing the plywood factory because plywood was an imported commodity in India in those days. My grandfather decided to sell Plywood at his shop and there has been no looking back since then. We have always been away from the timber market area and our establishment has always been in the most posh area of the town. From the era of golden days of Kinari Bazaar to the present day at M.G. Road; we have travelled with the City. We were established as a partnership concern which subsequently got converted into a company. We believe that Hard Work and perseverance are the only factor for achieving success in any field. Beyond this, your relations with the society at large matters a lot. Therefore, with all humility, I would like to say that the relationship and personal bonding build over years with the society at large in my area is my greatest strength.
Q What is your future plan and opinion about present market scenario?
A The markets are bullish now. We cannot afford to ignore the call of the horn. On my future plans, I would only say that I would like to strengthen my business structure and diversify it if required.