Greenpanel has recently set up Asia’s largest and the world’s fifth largest MDF plant in Andhra Pradesh. What are the eco-friendly and sustainable features of the plant and how it will strengthen the company’s position in the market?
Our new MDF plant in Andhra Pradesh spread across 200 acres has an annual production capacity of 3,60,000 CBM; and is the largest MDF plant in Asia. The project is environment-friendly and will help in reduction of biotic pressure on the natural forest. With the production of MDF boards, Greenpanel will reduce demand of wood, and consequently, lessen the burden on natural resources. Along with the capacity of 1,80,000 CBM of our plant in Uttarakhand, Greenpanel is positioned to be India’s largest wood panel manufacturer.
What was the market insight behind the re-branding of Greenply’s popular brand Green Panelmax to Greenpanel, and what has been the impact on the market?
As a part of the transformative strategy, we created the new brand Greenpanel and a new logo that reflects our renewed vigour and commitment to take on newer challenges, while building on our strengths as a pioneer and industry leader. We have received an overwhelming response from the market. Channel partners have expressed their support and have accepted the change positively. We have been able to create visibility for the new logo seamlessly across the country.
How has Greenpanel’s business grown over the last five years and what would you attribute this to?
The business of Greenpanel has grown significantly over the last five years. The Engineered Panel Division which forayed into the MDF business, has been a major contributing factor to the overall business. Greenpanel MDF has been a game changer for us. With 30% market share in the domestic MDF market, we are the leader in the industry. We have been able to educate the influencers and end-users about the benefits of MDF and have demystified the myths associated with MDF, in the process. As a result, we have been instrumental in bringing about a sea change in the mindset of people to accept MDF.
Which are your strong markets, and in which new ones do you plan to increase your brand visibility?
We have a strong nation-wide presence with different markets having different consumption patterns. We have been successful in building the visibility of the brand across the country over the years. Apart from the major cities, we are also focusing on rural markets to create visibility of the brand as we see a lot of demand arising from the rural markets.
We are the market leader in MDF besides manufacturing Plywood, Wood Floors, Veneers, and Doors. As of now, we would like to continue offering the best products in the wood panel segment to the discerning customer.
The MDF market in India is largely organized. We have been able to bring out the merits of MDF over local plywood through our campaign, and have been successful in capturing the local plywood market pie, through our constant endeavour to educate and convert local plywood users to MDF.
What is your marketing strategy to grow business?
We believe in a proactive marketing approach, rather than reactive one. We believe in going where our consumers are located and doing what affects their buying behaviour. When we talk about a proactive marketing approach, it’s based on EIDA. E is educating the consumer, I for Informing, D is Demonstrating why this product is better, and A is evoking an Action.
Being the largest player in the country in terms of annual production capacity, we are in a position to cater to the requirements of the large furniture companies
Amit Oberoi
Keeping in mind our core target group, we are focusing on Below-the-Line (BTL) brand activities, with signage, in-shop displays, demonstrations and education at outlets. Our focus has been on educating the target group in the untapped markets of Tier II and Tier III cities. In addition, we create a lot of positive brand vibes with exhibitions which result in brand awareness, sales leads and print publicity.
Our customer outreach strategy is based on driving BTL activities to create visibility and buzz. Our mass marketing strategy involves chartering new geographies, with the approach to educate consumers, and supplement the efforts by installing in-shop displays and signages. In addition, we employ direct marketing activities to reach architects and interior designers; and use different strategies to strike an emotional chord with different communities of our dealers.
