Advance Launched Its New Catalogue of 1mm And EWC With Actress Karishma Kapoor
Advance Laminates launched Vol 3 of Advance 1mm catalogue and a new catalogue of EWC with Bollywood actress Ms Karishma Kapoor. They believe that with these offerings and connecting the influencers like architects and interior designers, they will go a long way. As of now they are nearer to achieve the turnover of Rs 200 crore and with a vision to double its growth by next few years by tripling the production capacity, they have established a new plant covering the area of 25 acre at Hapur.
The grand virtual launch of Advance Laminates 1 mm and EWC folders was organised on the Ply Reporter Facebook Page on 19 December 2021. The program started with Ganesh Vandana and a welcome address by Mr Rajat Salhotra, Director (Sales & Marketing) Advance Laminates. Advance Decorative Laminates ventured into wood panel manufacturing in 1991. With its manufacturing unit spread in 25 acre at Hapur near Delhi NCR, is making general purpose plywood, flush doors, Block Boards, paper based decorative laminate along with PVC laminate.
The manufacturing unit is equipped with state-of-theart imported machines from Europe and Taiwan and the raw materials procured from Italy, Japan, and USA. “We are proud to make an excellent product in India with best material taken from across the globe,” said Mr Rajat Salhotra. Advance EWC is made with UV film imported from Germany of 60 micron and papers have been used imported from Japanese, European, Belgium.
After launching the catalogue addressing the audience Ms Karishma Kapoor said, “It is a very emotional moment for me after getting associated with a brand and they invite men again and again. It shows their value system and how they care for relationships whether it is with their distributors, customers or even me. It is their greatness and loyalty which is very important in life. It is really a pleasure for me to be here at this moment.”
“I have seen the folders; they are really fantastic, beautiful designs, innovative and realistic. You guys have done a great job going into the right direction. Keep it up! What mock I can say that ONE COMPANY ONE BRAND - the motto of the company is perfect. That’s the way it should be,” she added. Giving a message to the channel partners she said that there is no alternative to hard work. “If you do anything with dedication it definitely pays you back. So, we must continue working hard and be focused to work, the dream will definitely come true,” she added.
Mr Ankur Jain, Vardhman Traders, Delhi: They are quality players with good services and most importantly the top management is ready to stand together in any needs. I hope the same love and compassion we will be getting from them in-coming times also. In our region EWC demand is very good as this is a new offering; I hope like laminates we will be having very good demand for EWC also.
Mr Rajesh Sharma and Mr Chetesh Sharma, Shri Hari Plywood, Pune: We are coming up with a new showroom, and on the right time EWC catalogue came to us so we used it in our exteriors also. The architects liked this catalogue very much. As there is not much competition in this segment so with the aggressive approach of Advance we will be at the top in EWC. Their every offering is very popular in the market as their working style is very good. We get every support from the company and the management. In laminate also there are no others competing with Advance Laminates as its shades, colours and textures are innovative and unique.
Mr Naveen Bansal, Balaji Laminates, Gurgaon: We are fortunate to be associated with Advance from the day one. The company thinks first about how the distributors can grow. As we know that Advance is growing its capacity by three times so to consume their production we have to open more and more depots. We are planning to open twothree more depots soon. We are certain that the company is going to grow very well with excellent planning by Mr Rajat Salhotra. In terms of ROI I would like to say that margin on sales and Return on investment are two different things that need to be understood very clearly. I think 40 to 50% is easily achievable working with Advance Laminates.
Mr Ujjwal Jain, Jain Traders, Kolkata: People are passionate about Advance as once they see Advance products they don’t look for others. Its 1mm catalogue is 100% perfect. People are eagerly waiting for its 3td volume. Customers are very satisfied with this catalogue so this is a very good achievement for us.
Mr Ankit Goyal, Goyal Plywood, Meerut: During the architecture meet in Meerut, we got a very good response from Advance Laminates, and EWC cladding also. Its service is very good, as being in close proximity; if anything needed urgently we get the delivery of even small quantities very quickly.
Mr Abhinav Goyal, Goyal Plywood, Meerut: For service and supply I would like to give Advance Laminates 10 on 10 as we get delivery in just a few hours to the order placed to the company.
Mr Rahul Navlani, Rahul Laminates, Indore: We have achieved tremendous growth not only in 0.8 mm but also in 1 mm and its PVC laminates. They are going forward at high speed. In the new catalogue of 1 mm we have got very good additions to the existing range that will support at architecture level very well. EWC has a very good scope in the city as few more companies are offering it. In this category adding up the name of Advance is an advantage for us. I would like to say to our dealers that their support should also be there for Advance EWC as they have supported laminate and PVC range.
Mr Yatendra Sanecha, Pratham International, Hyderabad: The product performance is very good as with every new catalogue we see something innovative and exclusive. People say that the market is very competitive but we have created a very good benchmark and with the new catalogue we are sure that we will achieve the milestones of very good volume as there are a lot of new shades, designs and textures added in it. Advance focuses on brands with their motto as ONE COMPANY ONE BRAND unlike others who have multiple brands do not focus on their offering properly. Advance’s single brand is beneficial for all.
Mr Lalit Barfa and Mr Akshay Barfa, Lalit Laminates, Bangalore: ONE COMPANY ONE BRAND really matters to have a healthy competition with others because with more brands, we would have been trapped within our own. Our 500 dealers are our family members and they are supporting us beyond expectation. The Advance’s product quality and innovative offerings add charm to our relationship. We are very much interested with their planning as now Advance EWC will also get similar appreciation. Mr Rajat’s personal involvement in product development always gives us something which we were thinking of. He is such a dynamic personality that inspires us to be dynamic and do something different.
Mr Pankaj Bansal, RD Traders, Agra: Our bonding with the company is very strong and I believe that whatever the company will do or come up with any new offerings will be beneficial for us, our dealers as well as the consumers. Our motto is honesty is the best policy. Advance’s EWC has very good scope in Agra and surrounding area. For interiors Advance Laminates and PVC and for exterior EWC is going to become first choice of customers as there is no other compared to Advance Laminates.
Mr Kapil Garg, Shree Ganesh Timber, Chandigarh: Any gap with advance is very tough to find, but I would like to say that its availability is somewhat constrained because it is a decorative work. The covid situation also disturbed its operations so few difficulties are there as sometimes there is containers’ issue. But, the company is managing them all very well. Mr Rajat’s personal involvement resolves every issue very easily. Its 1mm catalogue is very good and a EWC market is growing well in Chandigarh and its surrounding areas. Company’s one brand policy is excellent as with it their focus does not divert and the offering becomes excellent.
ARCHITECT’S VIEW
Mr Nishant Goel of Novarch Consultants India Pvt Ltd: When we design a building its exterior plays an important role. For a premium design we use HPL, as we get all finishes in it. The best part of it is easy fixing with excellent looks. It is applied on the exterior of the building as a skin without any civil work. Due to its thickness its grooves look realistic and natural. It has several options such as riveting, pasting etc. unfortunately there are a number of other products that claim to be similar to HPL, but we get a very good natural feeling with wooden HPL. In our premium projects we use wooden HPL as the UV coating on it is guaranteed for 15 to 20 years. It does not have warping due to its thickness. We generally use Advance Laminates EWC as we are deeply associated with their process and very well know that their quality standards and focus on design development is very good.
Ms Manu Goel of Novarch Consultants India Pvt Ltd: As part of our office protocol we visit the factory to know the manufacturing process then we decide on using a certain product. Recently we visited Advance Laminates and were very impressed to know that they meet all the protocols under guidance. In their catalogues they are maintaining right thickness, doing the right coating, using new colours for the dealers to have varieties to choose from. They invest regarding their quality as well as innovation regarding EWC as they are doing in interior 1mm laminate.
THE DIRECTORS IN Q&A WITH THE PLY REPORTER
Why did you come up with EWC?
Mr Rajat Salhotra, Director (Sales & Marketing) Advance Decorative Laminates: Being laminate producers it was natural to come into EWC. I would say we are late as it is five years now after starting HPL manufacturing. Anyway, it’s a wonderful product with high durability, weatherproof and we are seeing it grow according to our plans. This is good and we should definitely enter into this market.
EWC is over a decade old in domestic manufacturing along with even much older imports. But, the product did not grow to what it should have been. What do you think and how will you proceed?
Mr Rajat Salhotra: Right! Definitely it has a huge market base with over 25 companies, but the quality standards are maintained by 5 to 7 companies only. We saw a huge gap in this value based market and we can make a good space in it. Anyone can do good provided he becomes a knowledge based partner as this is not an easy task like selling normal laminates. The competition is low but scope is very wide.
What is the specialty of the new addition of 1mm range?
Mr Rajat Salhotra: Our 1mm is speedily increasing its base, our distributors also say! There were a lot of ups and downs but it is growing very well now. People say that Advance Laminate is a serious 1mm and PVC laminate manufacture. If we talk about sales its 60% comes from value added products like 1mm and PVC. In this new catalogue of 1mm there are innovative designs with quality papers from European companies. The designs and finishes are exclusive. I am very optimistic with it as the customers also appreciate it like all other offerings before.
As ONE COMPANY ONE BRANDS how it was easy to become a Rs 200 crore brand and what is the next target?
Mr Rajat Salhotra: It is just numbers but we are dedicatedly working with the motto of ‘BETTER THAN BEFORE’ in terms of quality, designs, reach, ROI of distributors, etc.
Currently we are very close to Rs 200 crore and the next target of achieving Rs 500 crore is easily achievable because we have great channel partners, and dedicated staff members. With them we can say any number is small for Advance Laminate.
You have come up with a range of products like 0.8mm, 1mm, PVC, EWC with limited production capacity. How will you do them all with it?
Mr Rajat Salhotra: Last two years were very challenging for people across the globe. We are in the decorative industry with big SKUs, challenges from covid and supply chain issues. But, with good intent we decided to resolve every issue and invest in new plants also to feed the market in better ways.
Mr Aayush Salhotra: Three years back I came from Singapore and joined the company and I saw a lot of opportunities and started working on manpower movement, energy savings, cost savings, break down management, and we very quickly achieved considerable development on it. I am really happy to say that we have achieved more than 100% capacity utilisation. So, we will be very easily able to serve the market.
Mr Rajat Salhotra: Our sales team is so active that as the production team achieves the given target the sales team takes it forward again and again. Being a manufacturer we are trying to resolve every issue.
Please explain about the future expansion plan of the company operations?
Mr Rajat Salhotra: We are investing in a huge manufacturing capacity right in Hapur only. It will be in an area of 25 acre land which is being looked after by Mr Aayush Salhotra.
Mr Aayush Salhotra: The new plant will be a state of the art facility with the production capacity of 1.8 million sheets every month. To achieve it we are prepared to have the best machineries from around the world and from India itself. The construction will be done by a renowned industrial architect to have best material movement within the facility. We are specially taking care of the safety, welfare of our employees by providing them with the best environment.
For that we have already taken up the environmental clearance. We have started in cementing world best manufacturing practices like sigma six right from the beginning so that when we start operation there everything comes to the operational reality from the day one. In short we will be manufacturing at the best manufacturing facility in India.
What is the marketing plan with architects and interior designers’ driven new range of products like EWC?
Mr Rajat Salhotra: Definitely a year before we were retail centric, but for the others like OEMs, Architects and IDs we have already started activities. By next year you will be able to see many more marketing efforts in that segment also.
What is your message for dealers?
Mr Rajat Salhotra: During the launch of PVC laminates last year a number of dealers came forward and appreciated our offering due to which we got very good response in that segment. I would like to ask them with the same request regarding 1mm catalogue and EWC. So, please ask your distributors and see the catalogue and then decide for purchases. I can guarantee that by dealing with Advance you will be dealing in a world class product. I am sure Advance Laminate’s presence is in 90 percent of the market in India; still if you feel any difficulties in service please do call us at our office number, we will solve your graveness within a short period of time.
Mr Aayush Salhotra: I assure you that with Advance’s any product you will be rest assured to have the best of the best product and after sales service.
How do you observe Ply Reporter in service to the industry?
Ply Reporter’s contribution to the industry is commendable. I have seen that the team Ply Reporter personally encourages and helps the industry stakeholders with an honest and transparent intent whether they are manufacturer, retailer, dealers/distributors or retailers. Encouraging them to move ahead towards organised working is a role play like a father. During covid period the efforts made for connecting the dots of the industry is commendable.