Maria Décor is the first Indian company that introduced interior moldings. They are also the first company to introduce Charcoal Panels and Interlock Panels in Indian Market. With vision being India’s premier residential and commercial interior solutions provider, they have launched EXQUISO – PREMIUM ASA DECO SHEETS& DECO Boards on HDHMR and Birch Ply. During a candid interaction with the Ply Reporter, Mr. Imran Patanwala, CoFounder, Maria Decor has expressed his outlook for the dynamic Indian Decorative Industry.
Architects have started to visibly differentiate the product. Understanding ASA, why it is superior to all other substitutes its abrasion resistance levels, the ecofriendly features, its process ability etc. Being associated with LG Chem Korea which in itself sets a Hallmark in the decorative industry in all aspects like process and product is added value to Maria Décor.
Louvers are flooded with many catalogues; some are imported and some are made in India. Maria Décor has also started manufacturing in India, what is the quality difference you see between Indian and imported?
We have diversified into manufacturing with a new vertical within our parent business, which is manufacture of synthetic frame moldings. We have the expertise, technology & apt sourcing. In terms of raw materials, the additives and foils, efficient use of earmarked quality products from different countries like Korea, Vietnam, UAE, Indonesia and USA are consumed to ensure our finished products are superior in the market. We try to eliminate wastage, avoid using low grade recycled material and more of a virgin material which immensely improves our productivity. Ultimately, when one refurbishes or designs his/her space, he/she attempts to use the finest products available and doesn’t wish to compromise on the quality.
We have introduced a niche product in the highly competitive space of 1mm laminates with the latest collection in EXQUISO® – PREMIUM ASA DECO SHEETS keeping in mind the remarkable scope with OEMs and Modular Furniture segment. ASA stands for Acrylonitrile-Styrene-Acrylate, which is co-polymer SAN resin reinforced with acrylic rubber. It has excellent environmental resistance, so it is the best choice for all surface applications in door.
How do customers identify good quality? What precautions should they take before buying?
For the end users, the easiest way is to gauge the aesthetics of the product and the durability. Whatever is appealing strikes a chord. For example, if he/she finds a product made by a local manufacturer is pleasing, he'll go for that. But, when you look for superlative quality which we manufacture at Silvassa, the strength of the material and the thickness of surface foil we use for super matt, high glossy, metallic the final product has an incomparable charm. That WOW feeling gives us the appetite to deliver the best. When the customers experience this difference, they can classify which products they should vouch for.
Apart from aesthetic appeal, the weight of the material and sturdiness help in creating unique product. If the raw material is substandard, its impurity and undulation is clearly visible on the surface.
Besides a range of decorative panel products, you have introduced for the first time in India ASA Déco sheets, what is this?
As you can see that we have done considerable development in decorative panel products in the past few years, pan India with our exclusive range of products. Now we have introduced a niche product in the highly competitive space of 1mm laminates with the latest collection in EXQUISO® – PREMIUM ASA DECO SHEETS keeping in mind the remarkable scope with OEMs and Modular Furniture segment. ASA stands for Acrylonitrile-Styrene-Acrylate, which is co-polymer SAN resin reinforced with acrylic rubber. It has excellent environmental resistance, so it is the best choice for all surface applications in door.
ASA is a unique product in the India market, what challenges are you facing?
Since it's a new product, people have a tendency of comparing it with PVC, PETG AND ABS and other mass market products in the industry. But, education is the solution. We have spent a lot of time and efforts in educating Architects, Carpenters & Channel Partners. Acceptance has steadily increased as end customers have identified the flaws and drawbacks like yellowing and defects in other products naturally creating space for ASA.
Architects have started to visibly differentiate the product. Understanding ASA, why it is superior to all other substitutes its abrasion resistance levels, the eco-friendly features, its process ability etc. Being associated with LG Chem Korea which in itself sets a Hallmark in the decorative industry in all aspects like process and product is added value to Maria Décor.
So what kind of guarantee do you offer to your customers in the ASA panel?
We are currently offering ten years colour guarantee and lifelong anti cracking warranty. As we know, in terms of manual application there are many factors involved so we don't give any sort of assurance or guarantee. Guaranteed pasting solutions can be achieved using our Barberan flat lamination line with us where we can manufacture pre laminated ASA boards also to cater the modular furniture and Kitchen OEM segment. Quality cognisant clientele are always advised to use company produced ASA pre-laminated board that is a lifelong solution with exceptional finishes.
What are the other features of these products like anti-scratch and anti-stain etc?
The strength and abrasion resistance of ASA is much better than ABS, PETG or PVC. We intend to add anti-finger print quality in the next quarter. It’s a patented technology which eliminates stains and fingerprints. Presently we are offering over 80 colors and in future we wish to add more innovative colors’ from among a palette of 65000 with matching Edge bands and Backers for the Kitchen OEMs.
What message would you like to give to the dealers/retailers, who are entering into this trade?
As the millennial and generation Y is disrupting standard business manifold, venture for products or processes which are new and plug avoid in the industry and adds satisfaction. You may have 50 products, but you are not competent in 45 leave them. Do magnify your ROI within those 5. Value addition to your organisation and oneself would be possible once you set a benchmark for the limited. Give your best, hire the best and the rest will follow.
When you look for superlative quality which we manufacture at Silvassa, the strength of the material and the thickness of surface foil we use for super matt, high glossy, metallic the final product has an incomparable charm. That WOW feeling gives us the appetite to deliver the best. When the customers experience this difference, they can classify which products they should vouch for.