Mr. Rakesh Chandna,
Director, CP Veneers
CP Veneers has been maintaining its growth under able leadership of Mr. Rakesh Chandna and Mrs. Geeta Chandna, who build trust in decorative veneer market since years of honest effort in offering high quality products. The company is solely manufacturing natural veneers, and very keen to produce quality with innovation. They are planning to be very aggressive in the market with increasing production as they are keeping huge stocks of Teak Veneer along with precious exotic species. Directors Mr. Rakesh Chandna and Mrs. Geeta Chandna shared the present veneer market trends and future plans of the company during one 2 one interaction with The Ply Reporter.
The best selling model according to us is just focus on the sales of veneers and not any other product because this is the only product that requires personal attention. If we give full time to the selling of veneers then we can expect full returns from it.
Q. How has been the growth of CP veneers since last two years?
A. The growth of the company has been stable with a lot of ups and downs in the market, growing competition and new entrants in the veneer market. Even during the cut throat competition we have tried to maintain our monthly production of veneer sheets. For the future we are planning to get very aggressive in the market and increase our production as we are keeping huge stocks of teak veneer along with our precious and exotic species.
Q. Which are the driving factors of your growth story?
A. The driving factors of our growth story can attributed firstly, our rare product and its quality. We have taken feedback from our clients and market visits that the products offerings of CP Veneers stand out in the market because only we are focused to exotic veneer sheets. Secondly, the goodwill of our company leaders Mr. Rakesh Chandna and Mrs. Geeta Chandna builds trust between us and our clients. Thirdly, we can proudly state that we are one of those few production units which solely manufacture natural veneers, so our focus on this trade is real deep.
Q. What is the trend today, and how CP is leading this trend in veneer?
A. The trend today is of mixed species. Every showroom pan India wants to stock new and mixed species of veneers. So the ratio is 60:40 for a successful showroom. This means 60 % of the material should be of regular species like Oak, Walnut, Sapeli, Eucalyptus and many more on the other hand 40 % material needs to be Natural and Mettalic crotches and Burls along with Dyed Grey Veneers. We also have our fuming section which helps us make our veneers rich in colour and also make textured / open grain material for our special clients. So such a combination is the new trend according to our observation of the India market.
Q. What are the important factors you keep in your mind before selection of flitches from worldwide?
A. First of all before going for veneer purchase we take the stocks of what we currently have and what kind of exotic species we have. We keep stocks of different species of Crotches and Burls all the time in our inventory. To name a few such as Ash Crotches and Burls, Oak Crotches and Burls, Walnut Crotches and Burls, Mahogany Wild Crotches etc.
As we sell only our material we keep planning a cycle for purchase along with it. We analyze the recent sales done in the year and accordingly plan to visit the forests across the world for those wooden species that are over.
Q. On innovation front, where does CP veneer stand now, and how?
A. In terms of innovation our company is up - to - date as we have been having the biggest range of Mettalic Veneers and Shades. Recently we have also developed our Dyed plant in the factory for fulfilling customer's need for Grey Tone and other Sober Tone veneers.
Q. 5 strengths of CP veneer for retailers?
A. 1) Value adding Exotic material
2) Multiple range of veneers to choose from
3) After sales service is excellent for our clients
4) Quality of veneers and the back panel is the best of the world.
5) We not only focus on catering to our existing dealers rather we make our veneers keeping in mind the interests of our end consumers.
Q. You have beautiful display at your factory, how does it help to retailers?
A. After our display gallery of veneers made in the factory, we observed that the choice of selection of our clients has improved. For example if a client used to buy 2000 sheets now the same client selects 2500 sheets because of the ambience and proper lighting of the showroom. So roughly 20 % sales have increased from already existing clients.
Q. What are manufacturing strength of CP veneer in terms of machineries, quality, stocks, raw materials etc?
A. We beat of the production machines and they are upto - date and these machines produce the best quality of veneers sheets. The stocks and inventory is majorly of exotic materials as we gonna focus majorly on exotic species across the world and create value for our customers.
Q. You have huge stock of Veneer Flitches, how does it help in your service and productivity?
A. The huge stocks of veneers help us to serve our customers and do justice to their association with our company. We get huge stocks only to make our inventory full of value and variety so that our clients are always satisfied with new kinds of veneers.
Q. The best selling model of veneer in India market?
A. The best selling model according to us is just focus on the sales of veneers and not any other product because this is the only product that requires personal attention. If we give full time to the selling of veneers then we can expect full returns from it.
Q. Benefits of using veneers than other decorative products?
A. Those who buy real diamonds are the ones who buy our natural veneers. Other decorative products are fabricated and even people who are into the profession of vaastu, also recommend to use natural products in the houses as they bring positivity.
Q. The role of showrooms in decorative veneers market growth?
A. It's been observed across India now that those dealers who have showrooms in their set up have taken a step ahead and are known for that in their regions / states. Even the architects lobby gets impressed with good showrooms and wants to be associated with them. So a good display gallery and good material is a must.
Q. Suggest some tips for veneer retailers for its growth.
A. Only one request for our respected retailers, please understand the product first and then get into this trade. It is one of the most valuable trades you are practicing in wood panel industry.
Q. Your future expansion and diversification plan in wood panel industry?
A. We personally plan on only focusing on Developing new veneers and try to get new processes and keep innovating the market because natural always stays ahead of the line.
Q. Advantages of having a manufacturing unit in Yamunanagar?
A. Becasue, it’s one of the biggest hubs of plywood industry and is well known to the Indian community. All raw materials are easily available locally and it’s very necessary because that way we always fulfil our clients’ needs