Greenply re-brands as Greenpanel
City: 
The re-branding exercise coincides with commercial commissioning of the company’s board production facility at Chittoor in Andhra Pradesh

The Rs 1655 crore Greenply Industries Limited (GIL), India's largest interior infrastructure company, will now rebrand its MDF, wood floors, plywood, veneers and doors as Greenpanel. The EPD division of Greenply Industries was earlier marketing these products under Green Panelmax and Green Floormax brand names. Significantly, Greenply enjoys nearly 26 per cent market share in the organised plywood market in India and 30 per cent market share in domestic MDF market, with a strong retail network, 48 branches across India and presence in over 300 cities across 21 states.

The re-branding exercise coincided with commercial commissioning of the company’s board production facility at Chittoor, Andhra Pradesh. The new production facility at Chittoor will eventually become the largest MDF plant in Asia, said Shobhan Mittal, joint managing director and CEO, Greenply Industries Ltd. This new line, incidentally, is the second MDF project for the wood panel manufacturer, the first one being a high tech plant at Rudrapur, in Uttarakhand. The company has five state of the art manufacturing facilities across the country.

He said, “Greenpanel has emerged from the rich legacy of Green Panelmax and Green Floormax. With its rebranding we are redefining our commitment to innovation in the wood panelling industry. The Chittoor plant, being Asia’s largest MDF manufacturing plant, not only consolidates our leadership in the wood panelling industry, but also significantly improves the logistics by ensuring that orders to South India are supplied in shorter time spans.”

The insight for the new brand came from the fact that the future is full of infinite possibilities and this future with its infinite possibilities, is what we always look forward to. How wonderful would it be then for the future to manifest in the present? Greenpanel promises to make the future happen today by bringing it to life in the living spaces of the current times.

It offers wood panel solutions which are contemporary, transformative and versatile. It innovates and manifests the future today, he said.

Spread across 200 acre, the Chittoor plant has an annual production capacity of 3,60,000 CBM. Being Asia’s largest MDF manufacturing plant, the plant is also the most technologically advanced and is equipped with the best of European technology.

Post the commissioning of the new plant in Chittoor, with their already operational Rudrapur plant in Patnanagar, Uttarakhand, the company will have a combined annual capacity of 540,000 cubic meters, which will make them the largest manufacturer of wood panels in India.

“The Indian market has been stuck in the old ways of making furniture while the consumer is ever involving and seeking contemporary/ new age wood panelling solutions which pave the way for durable and aesthetic interiors.

We observed a strong gap between consumer needs and market offerings. With a rapidly evolving product portfolio and setting up of the largest and most technologically advanced plants in the country, it was time to evolve ourselves and our vision in order to strongly reiterate our commitment to take the Indian wood panelling industry forward,” said Mittal.

ritwikmukherjee@mydigitalfc.com

Columnist: 
Ritwik Mukherjee