For The First Time In India, Greenpanel MDF Introduces a Larger and More Economical 8’ X 6’ Size Boards

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Mr Shobhan Mittal by virtue of his sharp business acumen, vision and conviction forayed into the MDF business against all odds. He has successfully brought about a sea change in the mindset of people to accept MDF in India. It is his vision and conviction that has revolutionized the interior infrastructure market with MDF. He currently serves as the Managing Director & CEO of Greenpanel Industries Limited.

We have steadily enhanced our operational efficiency to ensure that the capacities were optimally utilised throughout the year. We have also implemented a rational cost structure to instill a culture of zero tolerance to wastage. At the same time, we are empowering our people through various training initiatives to build a dependable talent pool for the future.

Q. What was the thought behind creating a separate brand out of Greenply for wood panels, Greenpanel?

As a part of the transformative strategy, we created a new brand and a new logo that reflects our renewed vigour and commitment to take on newer challenges, while building on our strengths as a pioneer and industry builder. We are now known as Greenpanel Industries Ltd. The new identity stems from G & P merging together to form an infinity. The logo symbolises, infinite future possibilities in wood panelling. The use of the colour green, embodies growth, prosperity, sustainability and harmony.

Q. What were the major challenges that you faced at the beginning?

A. When we forayed into the MDF business, the knowledge and acceptance of MDF in India was extremely limited. We had to demystify a lot of myths associated with MDF. The carpenters, who are essentially the primary consumers of MDF were not skilled to use it and completely ignorant about the versatility of this wonder product. It’s a creative product, which is full of goodness and is applicable in hundreds of spaces. It’s still a challenge and we are committed to create a unique ecosystem for this material.

Q. Is the decision bringing outcomes as expected or more than what was expected? How has the brand been faring so far?

A. We also launched Plywood, Veneers and Doors under the Greenpanel brand name. In a very short period of time, we have been able to position Greenpanel in the minds of the customers as the go-to brand for all interior infrastructure needs. With an enviable product portfolio that encompasses MDF, Wood Floors, Plywood, Veneers and Doors, and a capacity of approximately 6 lacs cubic meter, we are clearly positioned as India’s Largest Wood Panel Manufacturer.

We have been identifying high potential markets and accordingly sharpening strategies, resource allocation and expansion plans. We have enhanced our outreach across cities, towns and villages through bespoke branding and marketing initiatives. We are engaging more with architects, carpenters, and key market influencers to enhance product awareness. We have steadily enhanced our operational efficiency to ensure that the capacities were optimally utilised throughout the year.

We have also implemented a rational cost structure to instill a culture of zero tolerance to wastage. At the same time, we are empowering our people through various training initiatives to build a dependable talent pool for the future. We are using our experience and expertise to create value for the long-term, and we believe that our best days are ahead. We continue to focus on capacity expansion and utilisation to cater to the growing market size.We map the huge untapped demand across India’s Tier 2 and Tier 3 cities and towns and equip ourselves adequately to address it with speed. The new stateof- the-art MDF plant at Chittoor, Andhra Pradesh with an installed capacity to produce 3.6 lakh cubic metre annually along with the existing capacity of the Rudrapur plant will boost category expansion immensely.

Q. Please tell us about the new plywood category under Greenpanel. What are the latest offerings under this category?

A. We have successfully created the new generation Plywood which is a product par excellence. Born out of the revolutionary Quadra Pro technology and advanced machinery, every single piece of Greenpanel Plywoodis calibrated as it passes a 32-step process. Moreover, the multi-step calibration guarantees uniform thickness which makes the Plywood an ideal start to your choicest master pieces. We offer Club Grade, BWP Grade and MR Grade Plywood currently however there are number of new offerings planned ahead.

Q. How is it helping Greenpanel emerge as a leader in the industry?

A. We are extremely excited about the new MDF plant in Andhra Pradesh. The new plant spread across 200 acres with an Annual Production Capacity of 3,60,000 CBM is the largest MDF plant in Asia. The project is environment friendly and would help in reduction of biotic pressure on natural forest. With the production of MDF Board, Greenpanel Industries Ltd would be able to reduce demand of wood and consequently the burden on natural resources would be reduced.

With the additional production capacity of 3,60,000 CBM coupled with the existing capacity of 1,80,000 CBM of the Uttarakhand plant, Greenpanel is positioned to be India’s largest wood panel manufacturer.

Q. What are the latest trends in panels? What are your latest innovations?

A. With increasing urbanisation, India is seeing a sea change in the building and construction segment with the interiors and furniture industry being one of the fastest growing. Affordable housing and the culture of ready-to-move-in offices/retail outlets, with low- cost modular furniture which are comparatively new to India, are fast gaining popularity. Today’s discerning consumer with a busy lifestyle, is increasingly looking for interior products which save time, are convenient to use and cost-effective while being stylish. Greenpanel MDF, the offering from India’s largest interior infrastructure company, Greenpanel Industries Limited, is uniquely poised to provide all this and more. Being manufactured with state- of-the art European technology, these boards undergo stringent quality testing and are strongly positioned as world-class, superior quality products.

For the first time in India, MDF boards are now available in a larger and more economical size of 8’ X 6’. The larger size enables you to utilise these boards more efficiently and increasing your profitability. The fact that Greenpanel MDF offers a range of thickness and comes in a number of sizes leads to 0% wastage.

For the first time in India, MDF boards are now available in a larger and more economical size of 8’ X 6’. The larger size enables you to utilise these boards more efficiently and increasing your profitability.

Moreover Greenpanel Pre-Laminated MDF being a readily available product, saves time and trouble of sticking laminate sheets on MDF boards and hence one can save considerable time and money.

Q. What is the biggest challenge you are facing currently? How do you intend to overcome it?

A. We have been instrumental in educating the trade about MDF ever since we introduced MDF as a category. While we have been able to debunk a lot of pre conceived notions about the properties of MDF, we still need to cover a lot of ground to make in roads into a lot of untapped markets to make MDF a widely accepted product in India.

Q. Where do you see the company 5 years from now?

A. Greenpanel being a progressive, versatile panel & living spaces products brand. We see brighter future for the company in years to come. With our varied products bouquet, which is constantly getting richer and wider with every passing day, we expect to cater to a wide range of consumers across all markets.

Q.What are the principles you adhere to and would never want to deviate?

A. We are a customer first company. Therefore, consumer delight and uncompromising quality of product are our key guiding principles.

Q. Your message to budding entrepreneurs.

A. Be fearless, foresighted and forthcoming.

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