Touch Me Stylam’s Anti Finger Print Laminate has been receiving good demand from across the country and globe due to 360 degree marketing effort by company for its awareness among users and consumers. Mr. Jagdish Gupta, Managing Director of Stylam Industries Limited has interacted with The Ply-Reporter and explained the move of the company to aware the market about the latest technology based products such as TouchMe – Anti Finger Print Laminates, Gloss-PRO+ Laminate, India’s first Pure Acrylic Solid Surfaces plant with German Technology, with brand name GRANEX and many more. Edited excerpt…..
How successful is the move of 'World First technology based Anti-Finger Print Laminate' in India market? How much improvement in your see in awareness level among consumers and influencers about this product?
As a first mover in the industry, the product is getting wide response from across the country and globe. The product Anti Finger Print Laminate goes through manufacturing process using Worlds First Hot Coating production Line which is made with patented technology by KLEIBERIT and BARBERAN, two well renowned names in industrial innovation. In the process, the sheet treated with Polyurethane (PU) + Acrylic Coating to impart excellent anti finger properties. This treatment improves the overall quality, lifetime and versatility of these laminate as compared to normal one. Due to higher quality and testing norms, the range has picked up well nationwide.
Initially to bring the awareness among consumers, we tried using 360 degree marketing communication approach and launched various campaigns like partnership with one of biggest cricket sport event IPL team, KingsXI Punjab and also launched a TVC campaign ‘KuchNahiDikhega’ for the product Anti Fingerprint Laminate, promoting it through various digital platforms as well. The TVC became one of the “most visible” promos during IPL 2020. These all platforms not only added the value to the product, but also made consumer aware how the Anti-finger is best as compared to the ordinary laminates.
How has been the market response of 'Anti Finger Print Laminate' in the last one year? How much is the share of this product in your entire sales volume?
After the launch of Touch Me range, we have started receiving high demand for the range. In a post Covid World, Stylam’s TouchMe Anti Fingerprint Laminates have helped many households and offices maintain their elegant décor without risking infection. On the basis of high performance parameters and properties Anti finger print laminate is far superior product as against regular laminate.
More than just a trend, these laminates are a need now. A long lasting need is that’s increasingly changing the face of modern furnishing and enhanced living. We have seen huge acceptance and demand in the market and we are privileged to fulfill this demand through our quality driven anti fingerprint range. Indeed, even the architects are searching for esteem added offerings with affordable world class features, so this becomes a strong catalyst and will also help the overall range. Moreover our range is competitively priced which is very affordable to everyone’s pocket, so it may act as new trend and acceptable along with new normal.
We hold a substantial footprint in Clad market by having world class infrastructure which makes exterior grade laminates or HPL an excellent product for external cladding and soffit linings in independent houses and multi-storied high rise buildings. We were the first manufacturer in the nation for exterior cladding range and have seen excellent growth for the range.
What is the growth of the Stylam Clad market because you are one of leaders in this segment? And how does new technology help to improve the quality and design advantage in this category?
We hold a substantial footprint in Clad market by having world class infrastructure which makes exterior grade laminates or HPL an excellent product for external cladding and soffit linings in independent houses and multi-storied high rise buildings. We were the first manufacturer in the nation for exterior cladding range and have seen excellent growth for the range.
Stylam is also the first company in India to introduce revolutionary new coating technology to produce the exterior panels. It uses patented technology of hot coat Polyurethane and UV cured Acrylic lacquer coating to prepare the décor surface to withstand the exterior environment. This coating is produced by the latest German chemical technology and is carried out on state-of-the-art European machines. This technology makes the decorative surface stronger leading to much less tendency to scratch as compared to conventional film technology. The color fastness of the decorative surface is also significantly improved especially for the bright colors.
Stylam has also introduced 'High Gloss Panel' in this category, what is unique about this product?
High performance, easy installation, long life, enchanting looks, and excellent features are a few among the many factors that make high gloss laminate surfaces a worthy consideration nowadays. Besides, being highly functional and safe, these modern laminates are popular for being extremely stylish with their fabulously mirror alike finish and shine. Their anti-bacterial properties are another added advantage, as they are resistant to both moisture and bacterial growth.
The product Anti Finger Print Laminate goes through manufacturing process using Worlds First Hot Coating production Line which is made with patented technology by KLEIBERIT and BARBERAN, two well renowned names in industrial innovation. In the process, the sheet treated with Polyurethane (PU) + Acrylic Coating to impart excellent anti finger properties.
After all the pre and post Covid phases We , as an organization has beautifully managed to garner all required needs of our customers and dealers . There will be demand shift and it is a great opportunity for organized players to capitalize on same and increase market share and connect with customers.
These high gloss surfaces are crafted with first ever in India state-of-the-art hot coating process of PU+ Lacquer touching. With this the brilliance of glossiness stays through years without any sign of wearing out. This technologically advanced product gives excellent MAR and abrasion resistance thereby maintaining the gloss level three times sustained than ordinary Gloss laminates. Furthermore, Stylam’s Gloss-PRO+ Laminate is resistant to stain and can be available with Anti bacterial/Anti Fungal properties which make it unique and a popular choice with architects and consumers alike.
Stylam is the first German Technology based Solid Surface producer in India, please explain the demand of this product and your future plan to cater the market?
We are proud pioneer in setting up India’s first Pure Acrylic Solid Surfaces plant with German Technology, with brand name GRANEX. In our set up major differentiator is usage of double belt casting system to manufacture Solid surface panels. We are the only one in India to do so. Beside this because of complete integrated set up & R&D center, we have capability of adding many more variants in future as per consumer needs and market trends in this range.
In a post Covid World, Stylam’s TouchMe Anti Fingerprint Laminates have helped many households and offices maintain their elegant décor without risking infection. On the basis of high performance parameters and properties Anti finger print laminate is far superior product as against regular laminate. More than just a trend, these laminates are a need now. A long lasting need is that’s increasingly changing the face of modern furnishing and enhanced living. We have seen huge acceptance and demand in the market and we are privileged to fulfill this demand through our quality driven anti fingerprint range. Indeed, even the architects are searching for esteem added offerings with affordable world class features, so this becomes a strong catalyst and will also help the overall range.
With increasing anti-China move we definitely expect diversion of big importers & traders towards us which will help to grow business and in turn will establish better reach to our target customers. Having said this we also expecting stress on margins as this category will be demanding highly competitive pricing. We also expect support from distributors and architects who also will be patronizing locally made world class products. We plan to expand the range of our products to best fit the industry trends and meet the evolving demands of our customers.
How has the company growth registered in FY 2020-21 despite of Covid?
We have started seeing revival in business from May’20 onwards. Currently demand seems to be on account of pending works which were on hold during lockdown period. We can see demand coming in from secondary markets and tier 2 and 3 markets also since these are comparatively less impacted by pandemic.
Organizations at large will need to change way of working and put focus over virtual marketing and meetings with existing along with new customers for demand generation and business growth.
Since most of the metros are badly affected on account of Covid Pandemic there will be thrust on tier 2 and 3 cities and towns for demand generation. Prompt serviceability and response to customers will be key factor in taking market share from the surge in demand. After all the pre and post Covid phases We , as an organization has beautifully managed to garner all required needs of our customers and dealers . There will be demand shift and it is a great opportunity for organized players to capitalize on same and increase market share and connect with customers.
What is your plan for 2021-22?
As we prepare ourselves for the next phase of growth, our priorities will comprise leveraging advanced technologies, maximizing operational efficiencies and developing innovative products for global markets. Our objective is to expand presence, rationalize costs and enhance efficiency to achieve economies of scale.
We are anticipating the needs of tomorrow, while gearing up for it today. In all that we do, our teams play a pivotal role and we are committed to steadily up-skill our people and empower them. I thank our go-getters, customers, partners, business associates, investors, communities and other stakeholders for their enduring faith and support. We are undeterred by short-term challenges and invite all to an exciting and enriching journey forward.