Splice Group organised a Global Summit 2022 in Dubai in which over 50 dealers, distributors and architects were participating, who had come from India, Nepal and USA. On this occasion the company announced the start of their laminate manufacturing unit and its commercial production. They also launched laminate catalogues and veneers.
The group is led by Mr Ahsan Karim Khan, Chairman of the company, who is the tour de force behind the organization's success and growth over the years. His expertise and depth of industry knowledge across administration, marketing, brand promotion and finance has elevated the group towards its zenith. While Mr Faizan Ahmad, MD of Splice Group is a qualified B.Tech Engineer and a Plywood Engineer from IPRITI. His 20 years of illustrious experience as a young and dynamic entrepreneur has added a lot to the group's prominent aspects such as Technical Production, R&D and Manufacturing across all product lines.
Decades back, SPLICE Group took a leap to realize dreams on a bigger scale. The company's inception with Himalaya Ply happened in 1957 with the name of Himalaya Timber in Gorakhpur. Within a short span of time Himalaya Ply garnered popularity across Purvanchal as the Leading Timber Supplier of Eastern Uttar Pradesh. As years passed by, the group grew in stature and became a name to reckon with in the plywood market. In 2002 they expanded their portfolio and became the Largest Supplier of Plywood in Gorakhpur and nearby areas.
Drawing upon its years of experience and excellence, Splice emerged as a flagship brand of Ehsan Agro Wood Products Pvt. Ltd. with its state-of-the-art set up at GIDA, Gorakhpur (U.P.) India. Reiterating the essence of genuineness and quality products, Splice offers a range of offerings that stands tall with its durability, strength, features and reasonable prices. Today, Splice has garnered fame and acceptability across markets and cemented its place amongst the connoisseurs of plywood and plywood products.
AN INTERACTION WITH THE PLY REPORTER
What is your infrastructure for plywood manufacturing and which types of plywood do you offer?
Mr Ahsan Karim Khan, Chairman, Splice Group: We had a timber background and were working with timber cutting machines in our initial days. In the year 2011- 12 when discussion started about global warming and reserve forests, we began to think about sustainability of wood and quality offering in this segment. The plywood industry was growing at that time, and taking it as a moral duty to contribute towards the sustainability of the forest reserve, we thought of venturing into a plywood manufacturing plant in the year 2012-13.
We were at a nascent state without any parental experience in manufacturing. We took a place in GIDA and established a unit for plywood manufacturing. Later we got to know that without good infrastructure we cannot make quality. So to have a better yield of wood, we began to create awareness among farmers about agroforestry. Today they are well established in this sector contributing to the environment as well as the growth of the industry.
The geographical location of Gorakhpur is very rich in terms of human resources and they are contributing to global industry development. Now with our inception many of them have returned to their homes and are leading a healthy life with happiness being associated with us. They are also contributing to us with their global experience. In plants we have used modern sheds to protect our timber from its moisture that is contributing to quality manufacturing.
In terms of machinery, we have used calibrating machines. It also includes a panel stumbler that helps us in stitching without a core gap that helps us in making zero gap plywood making. Also established a high tech lab supported with qualified engineers, where we assure about the quality before sending it into market that we have set as a standard. We are continuously observing to improve ourselves and serve you better with quality products and services. This is our passion as well. So, with this infrastructure we are capable of serving across the country.
You also introduced a wide range of doors. What was the thought behind it?
Ahsan Karim Khan Our ingredients were common but the efforts were to make a versatile range with innovative identification. Now we are getting huge orders from different organisations. We have a dedicated unit for door manufacturing. We are perfectly practicing time bond delivery as the government norms are strict for it. Today we are very capable of delivering to their site with 90 percent work with the support of our dedicated team. What was sometimes a challenge for us is strength today and offering a lot of doors in designs. Many of the institutions are approaching us and we are capable of serving them. This is our strength that we have various ranges of doors.
Calibrated plywood has an emerging market. How do you see its future in changing market dynamics?
Ahsan Karim Khan The interior professionals and the end users are more beauty conscious today and without calibration that type of finishing was not possible. So, a number of substitute products in the market are taking the space at fast pace and replacing plywood. I would like to request the dealers/distributors to educate their customers that the calibrated plywood surface is very smooth and is never lacking behind the alternative smooth products available in the market. In terms of durability the good quality plywood is far better than alternatives. Our dealers are getting very good responses in calibrated plywood sales as their convincing of their customers. Its future is very bright as people want good quality with perfect finishing.
Timber prices are high today. How do you see the plywood sector in this scenario?
Ahsan Karim Khan The markets are always experiencing ups and downs; there is no control of it. Today almost all product segments like timber, iron, and ocean freight are experiencing high pricing. We are also getting affected but I think there is no alternative to plywood. Those who are looking for a quality interior always go for plywood. With our direct association of farmers, we are somehow able to reduce that differentiation of rising timber.
Do mid-sized companies get good returns from advertising, marketing and promotions?
Ahsan Karim Khan Actually we never thought about the return, but how to educate our associates about our offerings and in this process, we convey about them to our customers. Also, I would like to appeal to team Ply Reporter to continue the process of creating awareness of what they have done in the past. Today we have fire retardant doors with licence and we wish to convey about it and its features. If we are making calibrated plywood how the customers get aware about the features of it? This is very possible with media relations to convey the positivity among the industry and associates and make aware the customers about the features, uses and applications of products.
You appointed a famous film actor Mr Rajpal Yadav as a brand ambassador. Please say something about it?
Ahsan Karim Khan I believe that when an interior is made to whom they think about first. These are carpenter and contractor and plan for the project and material procurement. These people are artists and Mr Rajpal Yadav is also a famous artist of Bollywood in India who has achieved a level in the industry with his own efforts. This is the reason for an artistic cemetery with him, we decided for it.
Splice is called as an Eastern India brand. What is your vision to go south?
Ahsan Karim Khan It is true to some extent with respect to our past working. Currently we are serving pan India. Our products go to many states including the south. In major cities like Hyderabad and others we are going at a good pace. We are also participating in Indiawood and bringing a number of new products in our portfolio so that we can serve our dealers and distributors in good manner. We are going to reduce their 90 percent buying efforts with our quality offerings range of products including veneer. We are also bringing WPC chaukhat and boards. In the pre-lam category we are bringing a pre-lam particle board, Prelam MDF with a high density high moisture board. In the future our plan is to bring PVC laminate also.
ON THEIR LAMINATE SEGMENT
Please tell us about the laminate factory that started in the GIDA region?
Faizan Ahmed, MD: Since the last 20 years, we have been associated with plywood manufacturing and are known for consistent good quality plywood. The plywood dealers must have laminate needs because without laminate the interior can’t be completed only with plywood. So, with the dealers' needs and the market demand, we have ventured into laminate manufacturing. Three years before we had thought about it and procured the best technology machines from across the world. Today we are making 1.5 lakh sheets after starting the production a month before and very soon we are going to double its capacity.
What range of laminates are you going to introduce to the market?
Faizan Ahmed: We have brought a 0.7mm liner catalogue also and its production has been started recently. Besides we are manufacturing 0.8mm (it folder will be introduced very soon) and 1mm as well. In our 1mm, we have premium collections that will be brought very soon. Laminate is a service based product and there is no manufacturing unit between Lucknow and Kolkata due to which the dealers are lacking behind in terms of service. With our offering they are comfortable now with our quality offerings and excellent after sales service. Today Gorakhpur has very good connectivity being one of the political centres of the country. The location is emerging as an industrial hub in the eastern region and we can give very good service to the industry that’s why we have chosen it. Also, the region is our market in proximity.
What is the thought and how much effort you have made behind the design you have brought in?
Faizan Ahmed: Since last two years we and our team studied over 600 catalogues and from them we observed the upcoming trend in the market. We also researched plates and moulds. After that we selected papers and designs. With all these our 0.8mm catalogue has become one of the unique offerings and is one of the bests in the market. It has exclusive designer laminates, each one is the piece of art that brings the interiors. It offers matt finish, unicolor, HD gloss, textured, embossed, wood grain, etc. It also offers the spectrum of colours with high quality decorative papers for superior print & colour consistency.