TRENOX Laminates launched 'TDHMR' and 'TSHIELD' MDF Boards on 10 December 2021 on Ply Reporter Facebook Page. TDHMR is a High Density + High Moisture Resistant MDF Board and TSHIELD is a Boiling Water Proof MDF Board. The programme was LIVE Broadcast on different social media platforms like Facebook, Youtube etc. On the occasion some of their leading distributors were present online from different parts of the country along with the company directors Mr Rajinder Singh, Mr Sanjiv Gupta and Mr Bimal Chopra. The program started with Ganesh vandana followed by the welcome speech by Mr Sanjiv Gupta.
TRENOX LAMINATES, with 25 years of experience in the wood panel industry was founded in 2017. With diverse business interests, TRENOX LAMINATES is driven by its constant effort to maintain economy, quality, excellence and ethics in their businesses. Based at Yamuna Nagar this is a large manufacturer which specializes in prelaminated particle board and pre laminated MDF that are being marketed all over the world. All included technologies adopted by them are from abroad to maintain the quality consistency and good reputation of the products in the market. Each product is tested under the set norms of European and Indian standards.
Optimizing their all streamlined manufacturing facilities by a team of experts, they assure that every product rolled out holds characteristics of high-end technology, innovation, and simplicity incorporated in making procedures. They implement total quality management in purchasing, manufacturing, distribution and customer service. Trenox laminates manufacturing unit is spread over 35 acres area where they produce particle boards, MDF, Pre-laminated Boards etc under one roof.
They ventured into MDF production at appropriate time and targeted to enhance their production capacity from 600 cbm to 1000 cbm by 2022. They use 50 to 60 trucks of Eucalyptus timber per day for the production of MDF.
THE DIRECTORS OF THE COMPANY IN CONVERSATION WITH THE PLY REPORTER
How easy was taking the decision to venture into particle board and MDF manufacturing?
Mr Sanjiv Gupta: As you know that we have been manufacturing plywood with the brand ‘Unik’ for a long time. By being in this industry and with our experience, we observed that in coming times MDF and particle board would have good demand as India is a vast country with a growing economy. In a growing economy the growth rate of furniture demand remains very good and furniture making is easy on MDF and Particle Board. We were looking for expansion so with this thought ventured into particle board and MDF manufacturing. In 2015 we acquired 35 acre land and started to execute this plan.
What is the meaning of the brand name “Trenox”?
Mr Sanjiv Gupta: Actually it is the mix of two words, ‘Tree’ and ‘No’. Our objective is to save trees to our level best. In particle board and MDF manufacturing, we use farming wood but not its trees. Its branches are used in making particle boards and MDF. In that way it is ecofriendly along with a source of income for farmers. So, in straightway Trenox means no cutting of trees.
You acquired a huge area of 35 acre land, what is the objective behind it?
Mr Sanjiv Gupta: A plant we sowed in the year 2015 is growing now and becoming a tree, so for better growth it needs a bigger land area. With the expansion plan we opted for that big area. In the beginning it was a 300 cbm plant, later on it became 600 cbm and the next target is to make it a 1000 cbm plant. Acquiring such a big land at a different time would have been difficult so we got that seeing the growth prospects. Later you will see that we will be offering all solutions to our channel partners so that they can get every panel product under one roof.
What is the objective for coming up with these two products?
Mr Bimal Chopra: First of all, the Ply Reporter launch pad is a very good platform by which we get connected to the people in the entire country very easily. The industry is benefiting greatly from it. We are offering Trenox TDHMR, which is made of high pressure in high density with excellent screw holding capacity.
What is the special and unique in it that the dealers/ retailers can specify while selling?
Mr Bimal Chopra: With TDHMR which density is over 850 kg/cbm, we have come up with another product called TSHIELD, which is like its name, is resistant to every issue before the users like water, fire, fungus, termite etc. With its quality TSHIELD will be industry milestone in wood panel sector. It is like stone with high density of over 1100 kg/cbm, which is highest density MDF in the market.
We started its manufacturing after an extensive survey on the market for the product and found that for a good quality product the demand is very high and few people are offering inferior products in the name of high density, high moisture resistant and green colour. We want our customers to get the right product at the right price. To fill that gap we have brought them and will always take care of it.
What is the scenario of pendency of supply of material to the dealers?
Mr Bimal Chopra: Definitely pendency is there but due to the high demand of Trenox TDHMR, we make its delivery within 10 to 15 days as we are fully ready with it. We are available 24x7 working day and night for their problems and solving them with easy supply.
How will a customer identify that TDHMR is genuine as with rising demand of such products several counterfeit materials are also available in the market?
Mr Bimal Chopra: You are right that counterfeit material is in the market, but I would like to say that a good product or brand built with good intent always makes a difference. We have been in this industry for over 25 years and our intent is always right and positive. We never compromise with quality. With that commitment, we want the customers themselves to test it. It is very simple to take a piece of board in size of 30 cm to 30 cm and put it into water. The Trenox board will observe water less than 12%. One can check it at home as well.
How much capacity utilisation has been dedicated to the production of TDHMR to ease the supply in the market?
Mr Sanjiv Gupta: At present we have dedicated 50 to 60% capacity utilisation to TDHMR. But, we function according to the demand as with increasing demand in a particular category we shift our production in that with our faster management decision as we keep raw material and chemical in stock in sufficient quantity. Our prime objective is to focus on quality rather than quantity.
MDF prices are continuously increasing, what is the reason behind it? Is it due to the demand or anything else?
Mr Sanjiv Gupta: It is less concerned with demand and more due to rising prices of raw material. The chemical used in it is almost three times worldwide. Similarly the price of wood has increased by 50% since June when we started its production. So price increase of products is necessary as there is no alternative.
Will the high density high moisture resistant MDF maintain its quality or change with time?
Mr Sanjiv Gupta: We make sure that whichever products are being offered by Trenox, its quality will be enhanced with time. TDHMR is our baby and we will definitely take care of its quality and upgrade under the guidance of our R&D team.
Do you think that MDF will take over the market of Plywood?
Mr Sanjiv Gupta: I don’t think so as both have their own market, applications and uses. We did not see any decline in our sales in plywood even after launching Particle Board and MDF. I perfectly believe that both the products would have very good growth rates.
Does Trenox come in thin MDF also?
Mr Bimal Chopra: This is our future plan to bring thin MDF. We are also planning to start production of a 3x6 ft board. Besides, many more products are in the line after the feedback of our marketing team.
When will TSHIELD come into the market?
Mr Bimal Chopra: Its trial production has started and very soon we will start its commercial production after final testing and getting satisfied at our level best.
What is the 1000 cbm vision as it is being projected in its promotional campaign?
Mr Sanjiv Gupta: Today we are manufacturing 600 cbm and by next year we will be manufacturing 1000 cbm as we are going to install 400 cbm 9x6 size particle board production. The survey indicates that 9x6 demand is increasing very fast among furniture makers and its availability is very less in the market.
Is the availability of timber there to meet the demand on an immediate basis?
Mr Sanjiv Gupta: In real terms there is an acute shortage of timber for such a large plant. But we are moving on with contract farming as we have made a standing committee for that purpose to convince them, educate them to indulge into contract farming with a written document for production of Eucalyptus. The team is efficiently doing this job. I think there is no option other than this for easy raw material availability. We hope with this initiative we will be easily able to meet the requirement of raw material.
What is your message to the viewers, channel partners and customers?
Mr Sanjiv Gupta: I would like to say that we give you assurance for quality offering from the house of TRENOX that is also reflected in our 25 years track record. We always support our channel partners as we feel that they are like our family members. My message to OEMs is that TRENOX will give you consistent quality, prompt service and from time to time launching new products with guarantee.
Mr Harsh Chopra, Director, TRENOX Laminates thanked his channel partners, company officials, staff and customers and said, “TRENOX team is a perfect mix of people with dedication for offering quality and service. We are a phone call away and we will be serving you as it is.”
THE CHANNEL PARTNERS’ VIEWS
Mr Vijay Agarwal, Sai Plywood, Hyderabad – Hyderabad is having very good consumption of MDF right from the beginning. Trenox TDHMR demand is so high that there is pendency in supply. Its quality is better than the others.
Mr Amit Jindal, Narinder Glass, Ropad – I have visited the plant. It is very good, neat and clean with proper handling of products. Trenox quality is very good, with their good supply we are very easy working with them. We are near them and enjoy this advantage.
Mr Nikhil Bindal, Radhe Krishna Plywood & Timber, Faridabad – Expectation from the product is very high as its quality is excellent. On the basis of it the product has created very good demand as people are asking by the name of Trenox. They are maintaining a density of over 800. They came into the market as a fast mover and spread its wings wide open with very good presence. I appreciate them for such excellent quality and timely delivery in a very short period of time.
Mr Deepak Agarwal, Shree Krishna Plywood, Bhubaneswar – We are associated with over 22 years. When they told us about Trenox, we ordered a truck and sent it to the consumers without informing the company. At our end also we tested it for water resistance and screw holding and got satisfied then only the work caught up speed. Its quality is very good. With ban on imports the Indian company has a great opportunity to grow and fill the gap.
Mr Arun Saluja, Saluja Plywood, Delhi: We have been associated with them for over 5 years and see that their all the range of products in the market is very good. They brought MDF in the rainy season when moisture is everywhere. MDF is known to protect from moisture, but Trenox quality is so amazing that it did not get affected by it. Their product did not warp and in CNC cutting it gives very good results. TDHMR demand is increasing very well. Till date we did not get any complaints for their products.