Ahuja Plywood is a leading firm based at Trans Yamuna in New Delhi serving wood panel trade with their dedication for more than 25 years. Ahuja Plywood is a brain child of Mr Tilak Ahuja. They have been associated with SUNMICA right from the beginning and have achieved a considerable success. The Ply Reporter presents an interaction with him on achievements and the role played by the brand SUNMICA in their success.
Q:- When and how did you enter into this business?
A:- It is an expansion of our timber business started in 1980. Later after completing my graduation I got involved in this business. In the year 1995 that developed as Ahuja Plywood. We have been in associated with SUNMICA brand right from the beginning and enjoyed the business a lot with them. SUNMICA brand is a synonym quality product among the customers. Now after changing the hands, we have same trust and belongingness in association with AICA India.
Q:- How far has been your journey with SUNMICA brand?
A:- We did not experience any major problems in our relationships till date right from the beginning. SUNMICA is the oldest brand and till now with Japanese technology we are going on very well. Everything is very smooth and the company support is excellent.
Q:- How much importance do you feel for the brand SUNMICA, has been for your business growth?
A:- Sunmica brand has played an important role in our business growth. There is no problem in projects like Banks, PSUs, Railways and other such major area where government play an active role.
We say that SUNMICA is a brand, when people ask for laminate with this name, it creates trust, and the customers understand easily about its quality and reliability being a old and flagship brand. Also in a project segments it is very popular In terms of our growth I would like to say if anyone gets connected with a national or international brand then both get benefited equally and value increases for both of them. Secondly dealers play an important role for selling any products. Our connect with SUNMICA brand has been indeed very good for us as well and we always give 1st preference to Sunmica
Q:- What is the best thing you like the most about SUNMICA brand?
A:- As a product the quality of SUNMICA is excellent. Till now we haven’t received any major complaints from customer’s side. Also its pricing is quite reasonable. Being a national brand this is an affordable to all. Customers get satisfied to a worth on their investment with SUNMICA.
How do you find SUNMICA after change of hands since 2011?
A:- We are witnessing the change in technology and the product quality has increased with the change in hands. The company’s concept is same but the approach is different. AICA has a better management and approach with their aggressive marketing team, that’s why they are ahead of all. Today this brand is on top with trust, goodwill, product quality and finishes. They are moving with time to beat the competition and also maintaining the goodwill of SUNMICA.
Q:- How important has been a long term association with a brand like SUNMICA for the growth of dealers?
A:- In laminate industry the dealers must have a company attachment and brand so that they can get support in marketing the products. The best things are their team support and follow up of issues of the dealers/distributors. SUNMICA is excellent in this regard. There is no negative impact of brand on anyone whether they are dealers, architects, designers, contractors or carpenters. Our association with them is totally satisfying with all aspects.
Q:- With the changing marketing style to offer laminates with vibrant colours, textures, schemes, new launches with aggression, what is your perception about AICA?
A:- The company’s approach is to offer standard products and quality which is acceptable to all. They offer subtleness and vibrancy in their product ranges which is liked by the small segments. The company also matches with the same pace with the market trends. They keep coming up with new shades and recently launched KAIYA range which is very much different and unique from others. Architects and interior designers have liked KAIYA range. of products. There are 4 exclusive textures with 24 exotic colour patterns in this range which being exclusive and not available with any other manufacturers.
Q:- What are the best things with AICA for Delhi market?
A:- With this brand, customers feel that they cannot be get cheated because this is a time tested and trusted brand for them. They definitely ask for AICA-SUNMICA if there is a choice in the catalogue for them. It is the best in branded category and people like it much. Delhi is very much competitive market with high consumption but price also matters for them. AICA fights with others on price as well as quality. The company is planning to focus on retail segment as well with organised marketing approach and schemes.
Q:- What do you feel is the best thing that has been offered by AICA since the last 3 years?
The best thing offer by Aica in the last three years is the recently launched Kaiya range which is innovative, exotic and very unique. Just apart the company support in terms of logistic, delivery and reasonable pricing is really appreciable.
Q:- According to you what is the advantage of Japanese technology for your customers?
A:- Japanese Technology itself says its excellent quality and reliability. The biggest plus point being the customer faith in brand SUNMICA over the years.
How do you feel the newly launched KAIYA Range’s acceptance among the customers?
As now the market seems to be shifting more towards Textures. In this regards the launching of Kaiya range with exclusive colour patterns and exotic colour patterns is very timely and they are very hopeful that it will create its own impact with the subtle elegance and rustic charm.
Q:- In your opinion, what new products should be added by the company in its product package in near future?
A:- They introduced Ultra Shield plus Exterior HPL, sometime back which is a good development. Besides, their colour core and ultra gloss max (UGM) are doing well. Sometime they ask us also and get feedback for the new products. As regards other new products I would like to suggest that with the increasing demand they can come with other products like PVC laminates.
Q:- What do you want to say customers on behalf of AICA?
A:- On behalf of AICA I would like to say my customers that they should always patronise branded products like Sunmica the flagship brand from AICA. As by opting from brand SUNMICA they can be assured for the value for their money at all times.