Under its flagship program ViewPoint by the Ply Reporter, there was a LIVE discussion on 'PVC Edgeband Market: Opportunities & Challenges!' on 9 April 2022. The awareness partner of the program was Decoage PVC Edgeband. During the discussion on the topic the panelists were manufacturers, dealers, OEMs and architects that included Mr. Pramod Aggarwal (Bunty), Director, Decoage PVC Edgeband; Mr. Bharat Aggarwal, Global Sales, New Delhi; Mr. Naveen Sharma, Heera Moti Corporation, Faridabad and Ar. Ashish Anand, MD, A10 Design Pvt. Ltd., New Delhi respectively.
PVC Edgeband is an industry that has grown very fast in the last seven years with an average growth rate of nearly 30%, in this short period of time over 40 companies have come forward for manufacturing. There are several stories contributing to the growth of the industry, also there are a lot of opportunities and challenges in this industry. Here is a brief discussion.
How much importance the edge-band has in furniture in today’s times?
Ar. Ashish Anand, MD, A10 Design Pvt. Ltd: I have been in this industry for the last 20 years; I observed that PVC edgeband has played a very important role in furniture manufacturing. Twenty years back we had to face lots of challenges, especially managing the edge of the furniture. If we were making veneer or wood and its adjustment we had to polish it, that was a very tedious and time consuming job. Over the period of time the laminate came that also was a challenge to fix the edge of furniture with Mica. Eight to ten years back edge band was introduced and the largest use of it is happening in modular furniture manufacturing. It is very friendly material as far as machines are concerned as the scalability, execution and looks get a great enhancement with edgeband. The most important aspect with edgeband is that the edge of the corner can be rounded off with it due to which this has become the natural choice of all the modular furniture manufacturers globally.
How OEMs are getting benefited with Edgeband?
Mr. Naveen Sharma, Heera Moti Corporation, Faridabad: The biggest benefit is that today we don’t have to think to complete even for the bulk order. The production has become very simple and easy. The innovation in manufacturing has made it comfortable with further production manufacturers are getting benefited.
What opportunity do you see if the edgeband goes out of big cities to the other segment of markets?
Mr. Bharat Aggarwal, Global Sales, New Delhi: We are seeing great opportunity as even if the production increases by five times there will be demand.
What is your vision for coming to PVC edgeband manufacturing from trading panel products?
Mr. Pramod Aggarwal: While trading mica and MDF I felt that we are not able to give the colours of their choice and see the prospects we ventured into, because in coming times almost every panel products, edgeband has to be used. So, with our passion we started to offer the matching edgeband. Earlier, whatever edgeband was available in the market, was not in good quality. In the last three years we have grown very well.
What efforts do you make to get 100% matching edgeband for your offering?
Mr. Pramod Aggarwal: For that I personally get involved with the making process and execute the 100% matching with great passion. It requires a lot of manual work and in that process my involvement is very important because total customer satisfaction is my priority.
Which types of customers ask for matching because half of the market is consumed by off-white and fabrics colours?
Mr. Pramod Aggarwal: Most of the matching is required from the particle board users. With our 100% matching edgeband the aesthetics, beauty and value of furniture increases many folds.
What is your production capacity, plant and the product reach?
Mr. Pramod Aggarwal: It is situated near Delhi Border and at present we are making 1.5 lakh meter/day but the production capacity is 2 lakh meter/day. We have two machines ordered, after its installation we will reach 3 lakh meters/day. I know we will do it very easily because currently we are selling material only in Delhi NCR. There is a lot of scope to cater to the entire nation. Our product quality is excellent with the USP of 100% matching and our offerings are economical as well.
The companies are collaborating for matching edgeband. How do you see it?
Mr. Pramod Aggarwal: In my career of 30 years in trading I closely observed the likes and dislikes of the customers. So, we have developed those types of products that are sold to a greater extent. We have developed 60 colours that match with every good company laminate offerings. Secondly, we have few tie-ups with companies like Action TESA, Merino, Greenlam, Century etc.
Does the PVC edgeband industry follow the design trends or create its own?
Mr. Pramod Aggarwal: We follow the most selling designs and materials because we have to match with them.
Being an architect, where do you see that some correction is required in this industry?
Ar. Ashish Anand, MD, A10 Design Pvt. Ltd: During prototype design of furniture for getting economy of scale, thicknesses of 0.8mm, 1.25mm, 3.00mm edgeband can bring a change. Secondly, using 2mm is not easy for manual work. So, the use of machines is mandatory. These offering small packages are not available, this is something which I feel that users can benefit from in the small town, and the carpenter wastage will reduce.
If we talk about the sustainability of edgeband, whether its print sustains for long?
Mr. Pramod Aggarwal: The industry has grown to the next level so the basic challenges are not there now. When anyone uses a good product like Decoage we don’t have such problems. Off-course, with a proper service offering that can be taken care of. There is no issue with print longevity of edgeband. So, PVC edgeband is a very good material to handle with, if it is used from a good resource.
The Indian furniture market is in a good pace and some of them are able to export as well. What is your observation in terms of facing challenges for the edgeband of the furniture?
Mr. Naveen Sharma, Heera Moti Corporation, Faridabad: The readymade furniture being dispatched in packing. The packaging is itself a challenge. To protect the edge we have to do such packaging so that the customers get it right. The pasting of edgeband depends on its thickness and the glue used for its pasting. They play an important role in edgebanding finishing matches with laminate. The industry is at a nascent stage so we can’t predict for ten years, but the uses are definitely good, and the finishing is dependent on thickness and glues.
What is your suggestion for the challenges before it?
Mr. Naveen Sharma: Today’s market is moving towards online and in this mode the rate and weight both matter the most. In terms of rate we prepare to go to the lowest price, but for the weight and finishing we cannot give such finishes with 0.8mm what we can give with 1mm and higher thickness. For the rounding corner we need to use higher thickness.
Ar. Ashish Anand: For table top below 2mm will not work, for the sides above 1mm or 1.25 mm will be better but 0.8mm cannot be the ideal thickness for better output.
Mr. Naveen Sharma: Earlier 1.3 mm was available in high gloss only, but now in any type 1.3 mm is being provided. So, by replacing 2mm we have gone towards 1.3 mm that is also budgeting friendly. The finishing also depends on the quality of glue used and the machines.
I always remain conscious of quality, for using corner rounding the machine must be equipped with it. Also the repair is also the most important tool specially for better finishing of high gloss. It should be considered in other finishes also.
What is the awareness level among users?
Mr. Bharat Aggarwal, Global Sales, New Delhi: In metro cities the carpenters are aware about the edgeband but the users are not to that extent. The peeling out of edgeband happens due to glitches in applications. The carpenters do not use proper glue application. To fix it perfectly they should use trimmers. Generally in the open market the trimmer costs up to Rs 4000. But it is automatically done in machine applications. The carpenters are also using trimmer of lower grade this is the reason the edgeband sales are increasing in the retail segment also.
What is your suggestion to boost the sales in the quality edgeband market?
Mr. Pramod Aggarwal: The manufacturers should make quality products and focus on matching with great interests so that the product segment wins the trust and grows with time. Today in every panel product matching edgeband tape is much required, but only with quality offering our sales will increase. The peeling out is a great drawback, so we should not compromise with quality.
Quality means for edgeband is perfect matching of colours of laminate so edging should be of the same colour. Generally by using mica in any furniture the edge turns white. With our 100% colour matching edgeband it can be removed perfectly.
Till now in the edging industry like laminate, veneer, moulding are used. What is the market share of PVC edgeband?
Mr. Pramod Aggarwal: In Delhi NCR & other metro cities PVC uses are around 90%. Those who are not using are the customers who don’t know about it or the carpenters who have no idea if its uses and applications. But, I would like to say that there is no better product than this because by having the same colours of edge the beauty of furniture increases many folds.
What should be the role of a dealer for the growth of this industry?
Mr. Pramod Aggarwal: I would like to request the dealers to maintain total stock/colours, range and sizes. It will help to satisfy customers with right product offerings and your sales will increase many folds.
Mr. Bharat Aggarwal, Global Sales: Definitely the stock is the only solution for edgbanding market growth. When a customer uses a different edgeband and his furniture’s looks and beauty goes off that heart and keeps him away from the product. If you are putting wooden design, that must match with the grain as well. The OEMs also see the hardness of the material.
Being an OEM what is your message for the quality edgeband?
Mr. Naveen Sharma: Generally people say that a carpenter should be aware about using edgeband, but I think with it the customers must be aware, because at the end the carpenter or OEM makes that product according to the customer’s choice along with the architects’ recommendation. For the customers' awareness the architects must come forward and help for the cause.
Ar. Ashish Anand: There are two types of customers, people who want high quality furniture with veneer and other high grade materials that is a different segment. But, 90% customers are from the apartments in the affordable category. Furniture is made majorly for this segment of modular (DIY) category because it goes in packaging in karate that the customers can install by self. The market is of this segment and it cannot survive without edge band because in every panel based furniture the edgeband solution is a must. As an architect we also design furniture which are affordable and scalable.
In furniture retailing a lot of brands are coming to India along with a lot of local manufacturers. So, where are we in the edgeband market out of 10 in scale?
Ar. Ashish Anand: Seven years back we were getting supplies from a German brand and later were being imported from China and other countries. But, now in India manufacturing, not only the quality is better but the price is also good. So, I think the industry is keeping up the momentum.
Mr. Naveen Sharma: We are going to lead globally, just wait for some time. The manufacturing units are growing so fast and some importers are also going towards manufacturing. So, slowly the market is expanding.
What are your final remarks for the industry?
Mr. Pramod Aggarwal: We are going on with quality offerings at reasonable and better after sales service. In this segment the service also plays an important role. When an OEM asked for matching edge bands I offered them within 75 minutes according to their needs. The USP of decoage is quality, colour matching, price and service that is the prime requirement of today’s customers.
Currently our 80% sales are in Delhi NCR and in this region we have given a guarantee of service in two hours for any order in every thickness and range. We also offer a size of 38/8 and 38/2. We want our customers to have good quality, matching, looks and durability. This is the reason we have grown very fast in this segment.
MAIN POINTS
The industry has great potential to grow as it enhances the beauty of furniture. After covid the growth of furniture industry in India the future of PVC edgeband industry is very promising. With a product the economy of scale of furniture manufacturing has grown many folds.