Dorby Mica from the house of Pagasus Panel Pvt Ltd – is a buzzing brand in the market with its excellent presence and innovative offerings. The brand is lead by Mr Rajeev Agarwal and Mr Naresh Goyal. The result of their passion and understanding, Dorby Mica has established itself in pan India market in a short span of time. Director Mr Mehul Agarwal is driving the network of architects, Interior designers and OEMs. During an interaction for the program Ply Reporter’s BRAND BUZZ, they virtually introduced Dorby Mica’s dream catalogue Surface Matters 2.0. An Edited excerpt from conversation with Mr. Pragath Dvivedi from Ply Reporter.
Dorby Mica has attained considerable growth in just one and half years, what is the infrastructure, specialty of the unit that made you attain this position in this short period of time?
Mr Naresh Goel: It has become possible because of our excellent infrastructure and quality offerings supported with quality check system at all levels. The hard work of team Dorby Mica, Distributors, Dealers and most importantly the personal touch of Mr Rajiv Agarwal brings everything streamlined. Without his support nothing was possible.
At present our production capacity is 1.25 lakh sheets per month and with increasing demand, the expansion process have already been started and it will be doubled soon. Being situated at close to Kandla and Mundra ports, we are at advantageous position so the raw material is easily and cost effectively available to us.
Dorby Mica’s Surface Matters range was much popular. What are the factors that made its vol. 1, a great success?
Mr Rajeev Agarwal: The success of Surface Matters 1.0 catalogue was very much challenging because that time when we introduced it, a number of companies were venturing into the market so the customers’ expectation were much high. We took an experiential approach with the catalogue by breaking the barrier of making the catalogue according to designs rather than a general practice of making it according to textures. In our study we found that the customers select the product according to designs and the textures are not much important for them. We designed the catalogue according to category that turned a big success for us. In its second volume we are continuing that
What are the specialties of the folder and how the designs are selected that makes a difference?
Mr Rajeev Agarwal: The specialty of the folder is its clean concept, as a lot of research is done for its paper selection. After that furniture is created and also matched with the pastel colors etc. After lot of R&D the selected designs are included into catalogue. We also see aspects like how it will reach to the target customers. The colors and designs are introduced with the vision that it can sustain for at least 7-8 years. The folder’s every page has been given equal justice. During pandemic we did very tough exercise for its presentation with lot of discussions and observations. It contains 22 textures, 376 chips
With large number of chips in the catalogue, isn’t it would be a heavy and difficult for the distributor to build a large stock inventory?
Mr Rajeev Agarwal: We analyzed on it very carefully and observed that people are coming up with even smaller to 100 and 150 chips folders. It definitely offers an ease to have low inventory to the distributors but there is no registered brand with them, that’s why they lose its ground within six months. Unless and until there is a complete folder, no architect will be interested to see it. In my opinion with small number of chips in folder it does not work.
Has the design fraternity recognized your efforts in last one and half years, because selling materials to dealers is easy but convincing designers/architects fraternity is a challenging task?
Mr Mehul Agarwal: Basically every company is dealers based, but when we went into the market, we were unable to reach to our segment everywhere. So, within six months of launch of Surface Matters 1.0, we had started interacting and working with architects. In this direction we got to understand that our folder is not only product based, and we have to bring concept selling in it.
SURFACE MATTERS 2.0 FOR 2021-23
Surface Matters 2.0 provides designs which are futuristic and innovative. The grains of almost all the designs are so well aligned that it looks very much realistic. Mr Rajeev Agarwal says, “I am sure the customers will find the designs very different from others.” Mr Naresh Goyel, “Dorby Mica is known for excellent designs and good quality. I hope everyone will like our new catalogue and it will come perfect to customers’ expectation.”
It contains 22 textures, 376 chips. There is QR code in this Surface Matters 2.0 catalogue which solves all laminate related queries in just a click of mouse. This collection is purposefully designed. In this catalogue new synchromatch collection, peaceful shades and zero matt finishes have been introduced that will soon become a favorite. Its catalogue will help the customers and channel partners being updated with latest designs and a number of varieties.
First of all before visiting to an architect we work out on their needs and required solution, that what types of projects they are doing and which types of designs they like? For example, some of the architects prefer to work on only European colours, so we keep attention of availability of their choice of colours/textures by understanding their psychology and needs. As the market is huge with lot of brands, a proper approach to penetrate into the market is very important.
Since last few years, how many such projects have you catered with your offerings?
Mr Mehul Agarwal: I am proud of team Dorby Mica that in just two years, have made us to get into a number of prestigious projects. In banking sector today we are doing State Bank of India, HDFC Bank, AXIS Bank, Buggy Bank LLC etc; in hotels – Taj, Novotel, Marriott, ITC, OYO etc; in IT sector Alley Infotech, Delphi, Alicia, etc. In retail sector, Mahindra Retail, Hyundai, China Bistro, Ribbons & Buns; in shipping lines Mox Shipping etc; in institutions ISKCON Temple and recently completed AIIMS, Raipur project. These are projects we are serving to and many are in pipeline.
Do the dealers understand the need of architects like with Dobry Mica is doing? How do you make a balance with dealers and architects, because ultimately the material supply has to go through dealers’ route only?
Mr Rajeev Agarwal: This is very good question and a tough job to do, but not for all. We tie-up with those distributors who are comfortable working with architect, projects etc. If they do not understand their requirement, we recruit a team for that. Today we have to work with our channel partners. Many people say laminate industry is service industry. But, many of them do not practice in that direction. Actually we have to perform like a service industry. When we started we observed that how it works in retail? How a customer selects and how communication is established with distributors? We watch at grass-route level, that improve our working and get ideas that how can we support the distributor channel.
It can’t be done without passion/dedication. This is the reason that Dorby Mica has created its image in the market in short period of time. Do you get such dealers/ distributors that understand you well and agree to work with you?
Mr Rajeev Agarwal: Our all distributors are very good and we feel proud with them. 95% of them are working with 5000 sheets. We are operational pan India except Odisha. We always try to solve their problems and work with them ethically and principally. We always try to meet our commitment to service. Many a time I get offer to make certain products in certain thickness, but we never entertain unethical practices. All our distributors work hard and make reach our products everywhere.
Is volume also a preferred choice or value is the prime objective for Dorby Mica?
We are going on with value but volume is also in consideration with ethics and principal. We have one other segment, as we think that for a company to work in good manner it must have at least 600 designs. So, we have separated that segment, but there is no comp
What is your message to trade and manufacturers? Do you also have fear of price rise, as some of the players have increased the price of laminate with rising input cost?
In last 4 months we have observed Rs 65 rise alone in raw material cost, despite of having a bulk purchase. Working ethically we did not increased the price for few months but from December, we have increased the price, after having a healthy discussion with our distributors and channel partners and it has been accepted by all.
What is ethical in laminate business?
Mr Rajeev Agarwal: When we had started with 0.8mm laminate, we did not sustained anywhere in the market, the reason behind it was the unethical practices going on. People were involved in under cutting of thickness. We thought that is it ethical to do so with a huge investment in laminate industry? We did not compromise with the trend and decided to do nothing like that and serve the customers genuinely. It worked and we built an excellent goodwill in the market starting with only one press. In three years we are doing 75% of our production in 1mm. It is late but very much satisfying and we are very happy with our position and growth in the market.
In laminate Business there is a great problem of dead stock. What is your company policy in this regard?
The designs we put in the catalogue is well researched and everlasting synchronized with market needs. Now when we have introduced the second catalogue, it was very much challenging for us that which one we should discontinue from the volume 1 catalogue. With our channel partners the dead stocks are very less. Secondly, if any design is slow moving and intend to be discontinued, we inform our channel partners in four months advance that the stock can be reduced for a particular design.
If there is still large stock with dealers/distributors, we stop production of that particular range and try to lift them from stock points. We are very much conscious in this regard and never want that our distributors suffer from large stock inventory. We intend to offer them excellent service and for that we have built numerous warehouses at Ahmedabad, Mumbai, and Chennai and are coming up a new warehouse in West Bengal by February 2021.
What is your message to channel partners, architects, interior designers and customers?
Mr Naresh Goyal: We want to see Dorby Mica achieving new heights with dealers/distributors and people to see it as genuine and excellent brand in the market.
Mr Mehul Agarwal: The catalogue contains bigger chips size with many new shades. It has been included a number of pantone shades in yellow and gray which is a forecast trend for next year.
Mr Rajeev Agarwal: I would like to thank our channel partners because you hold us. We will not forget you in our throughout journey. We together will reach to new heights. The industry players also supported us well. If you practice ethically the profit will definitely be there and an ethical business remains sustainable and growing always.