says Mr. Vinay Agarwal,
MD, TVL Engineers
Floresta WPC is gaining an advantage of real WPC characteristics and successfully spread its network in 15 states in just 6 months period. The advantage with European Technology, Floresta is driving intensive awareness campaign to educate contractors, designers, architects, and users about genuine quality WPC board. The company sees bright future of WPC in India and bullish to take the benefits by offering good quality products in the market. During One 2 One interaction with The Ply Reporter, Managing Director of TVL Engineers Group of Companies, maker of brand Floresta, shared his future strategy to cater WPC and related products in India.
Q. How and why did you enter into WPC board manufacturing?
A. We are already in plastic business since a long time, we know about how and what is the plastic business. We wanted to go with another industry and launch a product that should be a Green Product and use full to all sectors and level of the people than a wonderful idea came to our mind why not the real WPC?. As you know in India all the furniture is based on plywood and wood related products that we have to get from cutting trees, as everybody knows the cause and adverse effect of de-forestation on Environment. Secondly, the basic problem in every house is Termite, Water, and moisture. To encounter all these problems, we need to have one product that should be ”a substitute to plywood” and “ Next Generation Product” so we thought “ The Genuine WPC (wood polymer composite) would be the correct and suitable product to introduce in the market.
Q. Floresta has completed 6 months of its launching, how has been the experience?
A. The experience has been very good and encouraging. We did not expect this warm response from the market in such a short time. In present market position, all customers are fed up with Low cost and Low-density PVC Boards available in the market, there are a number of players selling the product in Kgs, end-users are facing lots of problem in PVC boards. Since the day one of the Floresta WPC strategic launch customers liked and supported this product because of appearance, its properties, and the Quality. We have appointed Stockiest in Delhi & NCR, Haryana, Punjab, Rajasthan, HP, Uttarakhand, J&K, UP, Bihar, Jharkhand, Guwahati, West Bengal, Orissa, Chhattisgarh, Maharashtra in this 6 months. I think this is extremely good work done by Sales Team.
Q. Floresta as a new brand, what is your contribution to WPC industry and trade?
A. At present market, all PVC foam Boards are called WPC, the demand for real WPC is almost negligible. Our contribution in this industry is we brought the high-end product, “The Genuine, Original WPC with European Technology”. To know what is real WPC, we are educating the customers about the original and genuine WPC and its Quality. We have so far conducted 42 meets of Carpenter, Contractors, Interiors, and Architects in a number of cities and towns, and participated in the exhibitions, spreading the message through magazines and giving the presentation to High-end architects, Government officials making them aware of Real WPC. We have long-term plans to serve customers with better quality products; we would like to continue this kind of awareness activities in future also.
Floresta WPC is a Green Product and best European Standard Product with strong features of 100% Termite, Water, Moisture proof, Fire Retardant, No harmful chemicals used in the manufacturing process and many more. The uniqueness of this product is that we add 40% of natural wood fibre for the added advantages for high holding strength of Nail and Screw, it looks like wood feel better than wood.
Q. How has been the growth so far in last 6 months?
A. As we analysed the growth of the WPC is much and much higher than PVC and Plywood, during the 6 months period. We have got very good response from the market and customers are diverting from the PVC and wanted this product because past they were facing the problem of bending, nailing, and screw holding. Secondly, our boards have unique properties particularly visibility of natural wood fiber in the product. We have appointed more than 40 stockists and covered 15 states so far. The acceptance of the product is high and no one given a chance to visit a counter second time for appointing stockiest.
Q. Where do you rate Floresta among India’s WPC/PVC market and how?
A. As per the market feedback, our Floresta WPC is the BEST QUALITY PRODUCT AVAILABLE IN THE MARKET. High-Level Architects, Interiors, Builders who have promoted and use Floresta WPC at first instant. We think this is a good sign of rating.
Q. How is your product uniqueness in this market?
A. Our Floresta WPC is a Green Product and best European Standard Product with strong features of 100% Termite, Water, Moisture-proof, Fire Retardant, No harmful chemicals used in the manufacturing process and many more. The uniqueness of this product is that we add 40% of natural wood fibre for the added advantages for high holding strength of Nail and Screw, it looks like wood feel better than wood. In present market, all PVC foam Board manufactures claims Water, Termite, Moisture etc. and selling in the market but for every product there is certain physical and mechanical properties and parameters for strength, bonding, density etc and in Floresta WPC we maintain the perfection of all these features.
Q. How much is your installed capacity and when do you reach in a position to utilise your 100 % capacity?
A. We have a capacity of 7500 MT per annum, based on the feedback and demand for this product; we would be in a position to utilize 100% capacity very
Our contribution in this industry is that we brought high-end product, “The Genuine, Original WPC with European Technology”. To know what is real WPC, we are educating the customers about the original and genuine WPC and its Quality.
We have a capacity of 7500 MT per annum, based on the feedback and demand for this product; we would be in a position to utilize 100% capacity very soon. Our fully dedicated, strong marketing team is working hard, to consume 100% production and achieve target end of this year. We have a plan for expansion also.
soon. Our fully dedicated, the strong marketing team is working hard, to consume 100% production and achieve target end of this year. We have a plan for expansion also.
Q. What are the advantages and challenges of European Machine for this product manufacturing?
A. The advantages of European machine is all time uniform and consistency in quality product output and the challenges, initially, we feel the capital investment cost is high but the quality we get, and hassle-free work when we add all put together, finally it will gain.
Q. Would you enter into PVC laminates, PVC Marble like products in future?
A. Our upcoming products are Doors, Profile, Chaukat (Door Frame), PVC Laminate, Floor Tiles, PVC Marble in future.
Q. How do you see the future of WPC/PVC board under GST regime?
A. Other Wood products GST is 28% but in this product, it is under 18% GST, it has little advantage that this product is available to customer in Economical prices, which will help to increase market and acceptance of the WPC product.