LAUNCHES 1 MM AND 0.8 MM CATALOGUES VIRTUALLY ON PLY REPORTER LAUNCH PAD
After the success in plywood the company has entered into the decorative laminate business. They unveiled decorative laminates in 1mm and 0.8mm in association with Ply Reporter’s Launch Pad by organising a virtual product launch programme on 25 July, 2021. It was LIVE Broadcast on the Ply Reporter FB Page which was viewed by over 40000 trade People.
Accordingly, Kajaria Plywood Pvt Ltd forays into wood panel space in 2018, and now it has ventured into the field of laminates and unveiled its innovative range in 1mm, 0.8mm and 0.72 mm.
Driven by the inherent value, constant innovation and customer centricity Kajaria Laminates with their stateof-the-art manufacturing facility in Morbi, Gujarat, is offering uniquely diversified designs possibilities that are bound to stimulate the customers design senses. It has a production capacity of 2.5 lakh sheets/month. That will be expanded up to 5 lakh sheets/month in next three years. The manufacturing facility has been certified by BIS and is equipped with a multifunctional laboratory having all required technical manpower and scientific appliances.
Kajaria Lamianats’ 1mm - the strength in beauty collection has been defined with new textures, designs and colours in 250 different ways in different categories like Unicore, Metallic, Digital and the regular one like Suede and Gloss finishes, etc.
There are approximately 400 SKUs, and are available in different categories with impeccable features enticing consumer experience like never before. They offer multilevel dispatch options like if a required part load truck even for 10 sheets is also given to the customers with similar after sales service. It can be supplied in clubbing with tiles also that will make it available to the supply destination within 24 hours to 124 hours.
IN CONVERSATION WITH MR PRAGATH DVIVEDI, FOUNDER & CHIEF EDITOR, THE PLY REPORTER; MR CHETAN KAJARIA, JMD, KAJARIA CERAMICS LTD TALKED IN LENGTH ABOUT THE NEW VENTURE INTO LAMINATE INDUSTRY.
On replication of the success story of Kajaria tiles into the wood panel industry
Basically in the tiles sector the biggest strength has been our team and our channel partners who helped us achieve the success where we are today. It has been achieved along with focus, hard work and pinpointed decisions. Our aim is to replicate the same mantras of success stories of tiles in the plywood and laminate sector that are aligned with our team leaders, channel partners and advertising strategies and promotion to make this also a brand in reckoning with the trade in coming years. The channel partners and team leaders overlap is just 3 to 5% in both the sectors as we are building a whole new channel for plywood and laminate from scratch.
On reasons to venture into wood panel trade, not others!
There are several reasons, such as the wood panel industry is also a big industry of about 30,000 cores which includes plywood, laminate and MDF, similar to tiles which is also a 30,000 crore industry. The wood panel space, especially plywood and laminate, to which we have entered in 2018 is very fragmented, 85% is unorganised in small scale across the country. There are few branded players in this space, and when the GST came in we found a very good opportunity to venture into this sector to take advantage of fragmentation and make a mark for ourselves. Secondly, we can do collaborative manufacturing across the country like wholly done in Gujarat we have 4 tie-ups, Uttaranchal - we have two tie ups. Similarly, in West Bengal and north Karnataka also there is huge opportunity in this industry which we plan to take advantage of and make this a successful venture in this industry.
Where will Kajaria be in the coming five years?
We have done 39 crore in FY 20-21 and the vision is to reach 300 crore by 2024-25. If the market supports us and the economic condition remains the same, we look to have good growth in the next three years. We have a lot of success stories with Kajaria in the tiles sector, such as a leading tiles dealer in the country Laxmi Ceramics, Coimbatore who has opened more than 10 showrooms only in Tamil Nadu state by just doing hard work, focused and dedication. We hope the same model will be replicated in the laminate and plywood sector also. We empower a dealer and make them achieve success and grow.
Mr Subrajit Majumdar, Product Marketing Head, Kajaria Plywood Pvt Ltd with a Power Point Presentation explained about the product. Kajaria Lamianats’ 1mm - the strength in beauty collection has been defined with new textures, designs and colours in 250 different ways in different categories like Unicore, Metallic, Digital and the regular one like Suede and Gloss finishes, etc. For making it the raw material has been procured from premium suppliers from across the world especially from Europe and Japan, like Lamigraf, Toppan, Interprint, Technocel, etc.
The catalogue has several specialities like every design has been equipped with QR code that displays a full sheet view when it is scanned. The process also facilitates communication with brands by a query submission. This is an exclusive offering of Kajaria Laminates to its customers. For manufacturing laminates European design paper, plates and 100% phenolic resin have been used. The product has its full thickness giving total assurance of satisfaction.
In 0.8mm with the tagline ‘the story of decor collection’ is being offered with 149 colour, textured and designs with similar finishes like Suede, Gloss, Premium textures etc. It has also been made by using imported paper. With this catalogue Kajaria has tried to address a mass segment.
The next segment in 0.8mm with the tagline ‘the story of decor collection’ is being offered with 149 colour, textured and designs with similar finishes like Suede, Gloss, Premium textures etc. It has also been made by using imported paper. With this catalogue Kajaria has tried to address a mass segment. All the range of products has been made available with lifetime warranty. Besides, in the new normal to have focus on hygiene Kajaria has used anti-bacterial and anti-fungal treatment to its all range of laminates. With all these features and excellent after sales services the existing trust of Kajaria and its legacy will continue.
The brand ambassador of Kajaria Laminates a famous Bollywood actor Mr Ranveer Singh in his video message said, “Vakt ke sath chalne ke lie vakt ke sath badalna hota hai, apne style ko naye vakt men khojnaa hota hai. Kajaria Ply introduces its new range of laminates in a new style for new you and new India.”
The product information and its application presentation has been made user friendly on website as well as with QR code scanning, by which one can have application projection in just a touch of the textures and designs on digital catalogue pdf. Besides, Kajaria Laminates Sampark Setu mobile application has been introduced for the channel partners to have direct contact with companies by which they can have latest updates of product developments and can also have Grievance Redressal in the shortest possible time.
MR ANKUR SACHDEVA, COO, KAJARIA PLYWOOD PVT LTD IN CONVERSATION WITH MR RAJIV PARASHAR, EDITOR, PLY REPORTER
What would be the strategy and plans to promote the product as a shining star in an already crowded market of laminates?
Mr Ankur Sachdeva: Our identity lies with Kajaria ceramics, which has 32 years of legacy as India's number one tiles company which has been recognised as a super brand. In terms of laminate we got the synergy from them as in both the products range there are numerous similarities, like end consumers decide its uses and application likewise in tiles also they play an important role.
Our strategy will be to pull sales rather than push that generally happens in commodity products. Secondly, in metro and big cities the architects’ and Interior Designers play an important role in the building material segment that lies with laminate. So, there are a lot of similarities in laminate and tiles and this synergic strength will be explored in laminate also.
Finally, both the products range work on multiple finishes that will help us explore the laminate segment easily. Last but not the least, we are definitely new in laminate but we are very well versed with the language of designs, textures and colours, and with that experience we draw strength.
Besides, we are doing extensive research for new colours, designs and textures for the consumers. With leaning towards the legacy of those experiences and new research, we will be able to make a difference and offer excellent products to our consumers. With all this, we call it a canvas of limitless imagination and in both the catalogue we have brought 399 SKUs that will help us grow in the market.
How has the journey in the wood panel industry been in the last three years, and what are the future plans?
Mr Ankur Sachdeva: We have learnt a lot moving ahead with the knowledge and experiences of our channel partners in addition to our brand legacy in the tiles sector. After three years we are proud to say that we have 100+ dedicated sales force committed to the plywood vertical covering over 200+ dealers network across the country. The best part is our unique business model that is ‘satellite business model’ allowing us to source for the product and its production being closer to the market.
At present we have 7 manufacturing tie-ups across the country. We will not stop there as there are a lot of products and we have a kind of expertise in this sector also, so we will explore other products as well with similar business models. So, there will be many more additions to this in times to come.
What is your message to the dealers/distributors that they will be motivated to sell Kajaria Laminates?
Mr Ankur Sachdeva: Consumers know our brand and we will be working with the same strategy in the wood panel sector also. Our marketing efforts will be to generate and strengthen the similar brand awareness in this sector. If we talk about the route to the market for plywood and laminate we have to adopt a different strategy. Both products work in a similar eco-system but we will take a distributor route in laminate. We will appoint distributors in different parts of the country. Currently, we are working on building a distributor network and looking for their strong commitment in laminates for a long time. The sales teams will work on Architects and Interior Designers network and in combination of all these we will strengthen our pull model of business.
Mr Chetan Kajaria: our team has worked really very hard to create the scenes for these design folders which were raw in the market. For 1mm we have got a celebrity Mr Ranveer Singh, a Bollywood celebrity that fills the commitment and says that we are here to make a mark. Last but not the least we request our associates to support us in this venture, partner us and make it a big success.
The launching programme ended with a thank you note by Mr Chetan Kajaria followed by industry brief and appreciating notes.