ONE ONE 2 TR P THE PLY REPORTER OCTOBER 2014 122 Recently, you have joined this group, how do you feel? Where do you see yourself fit in Sarda Plywood, either in production or in marketing and why? What are the challenges and opportunities in plywood sector you are experiencing? My mentoring on joining the family business started at a very early age. I joined in 2010 and have been enjoying the challenges thrown up by an ever-changing scenario. I enjoy all facets of business; however, marketing is my choice as I enjoy meeting new people and facing new challenges. Challenges in this Industry are quite well documented and in my opinion it's the un- organized sector. But as the saying goes, with every challenge comes an opportunity - The un- organized sector has resulted in very high competition. This high competition is forcing us rd Mr. Akhilesh Chitlangia, 3 generation entrepreneur of Sarda Plywood Industries Ltd, has joined the company in 2010. Akhilesh is the Son of Mr Jaideep Chitlangia and is currently touring heavily since a year to find the growth areas and ways to boost up DURO sales in different regions in the country. He is bringing significant changes in Marketing and product placement areas in Northern states and is taking on to every new challenge to turn them in to an opportunity. In a One to One interaction with The Ply Reporter, he expressed his vision and shared his thoughts that are being put behind strengthening DURO to remain a trendsetter. ‘I believe in 'being the best rather than the biggest’, says Akhilesh ‘I believe in 'being the best rather than the biggest’, says Akhilesh to continually innovate and improve our strategy and products to our customers. As I mentioned, the unorganized sector is forcing the organized players to re-look at there business strategy and pushing us to improve our offering to our customers – in terms of value added products and also overall quality. It will be positive for the organized industry and definitely for us. It will make a single point taxation system that will significantly help in streamlining the industry. But again, GST is being spoken about for a long time – let it first be implemented and then only will we be able to see the actual benefits and talk about it. This industry is dominated by unorganized players so what is the future of organized players and how? How would GST help this sector? Mr. Akhilesh Chitlangia, Director, Sarda Plywood Industries Ltd.
Transcript
ONE ONE2T RP
THE PLY REPORTER OCTOBER 2014122
Recently, you have joined this group, how do you feel?
Where do you see yourself fit in Sarda Plywood, either in production or in marketing and why?
What are the challenges and opportunities in plywood sector you are experiencing?
My mentoring on joining the family business started at a very early age. I joined in 2010 and have been enjoying the challenges thrown up by an ever-changing scenario.
I enjoy all facets of business; however, marketing is my choice as I enjoy meeting new people and facing new challenges.
Challenges in this Industry are quite well documented and in my opinion it's the un-organized sector. But as the saying goes, with every challenge comes an opportunity - The un-organized sector has resulted in very high competition. This high competition is forcing us
rdMr. Akhilesh Chitlangia, 3 generation entrepreneur of Sarda Plywood Industries Ltd, has joined the company in 2010. Akhilesh is the Son of Mr Jaideep Chitlangia and is currently
touring heavily since a year to find the growth areas and ways to boost up DURO sales in different regions in the country. He is bringing significant changes in Marketing and product placement areas in Northern states and is taking on to every new challenge to turn them in to an opportunity.
In a One to One interaction with The Ply Reporter, he expressed his vision and shared his thoughts that are being put behind strengthening DURO to remain a trendsetter.
‘I believe in 'being the best ratherthan the biggest’, says Akhilesh
‘I believe in 'being the best ratherthan the biggest’, says Akhilesh
to continually innovate and improve our strategy and products to our customers.
As I mentioned, the unorganized sector is forcing the organized players to re-look at there business strategy and pushing us to improve our offering to our customers – in terms of value added products and also overall quality.
It will be positive for the organized industry and definitely for us. It will make a single point taxation system that will significantly help in streamlining the industry. But again, GST is being spoken about for a long time – let it first be implemented and then only will we be able to see the actual benefits and talk about it.
This industry is dominated by unorganized players so what is the future of organized players and how?
How would GST help this sector?
Mr. Akhilesh Chitlangia, Director, Sarda Plywood Industries Ltd.
www.plyreporter.com
OCTOBER 2014 THE PLY REPORTER 123
This industry lacks competent manpower, what is your take?
Seeing the present market situation, which one is the best selling model i.e Through Distributors' or Company Warehousing or CNF or any other option?
Kindly elaborate the Evolution, Journey and Growth of brand 'Duro'.
Also describe Infrastructure of Sarda Plywood manufacturing facilities.
Which one product is very close to your heart and why?
I don't agree. I think there is some really good people in this Industry but the overall demand for good quality manpower exceeds the supply. I think it's the same for everybody in the building material industry and not unique only to the Wood Panel industry.
The organized industry should support the institutes in training manpower to overcome the shortage.
India is a very diverse country. I remember reading an article in this very magazine a long time ago that stated that for every 200kms, there is change in the taste and preferences of people in India. So I don't think it would be right to generalize which business model would work in India as every market is unique, and therefore the selling model has to be as per the demands of that market.
I am in awe of the legacy, we have - DURO. We have always believed in “Being the Best rather than the Biggest” and that reflects in our work over the years. We have been in business for over 57 years and it is this belief of ours that reflects in our work over the years and it's driving us forward as well.
We currently have manufacturing units in Rajkot, Gujarat and Jeypore(near Dibrugarh) in Assam.
Decorative Plywood and I am very passionate about it as I have been initiated into the business
with the same for the last 3 years, I have been involved in the procurement, production, and sales of this product. Selling decorative plywood is not easy – it's driven by fashion. Everyone's tastes are different and that adds to the charm of selling decorative plywood. Every sheet is a masterpiece. It challenges the creativity and gives satisfaction in delivering the right solution.
We have launched in some markets a new product – plywood made from 100% European Beech. In addition, we have launched 15 new natural veneers under the brand of Duro Nature's Signature. We have launched special calibrated products for the OEM sectors. We have also diversified into finished honeycomb panels.
We have a number of plans, however with the ever-changing scenario, it's difficult to pinpoint any specific activity. However I would like DURO to remain a trendsetter.
We have gained an edge over the other manufacturers through sheer hardwork and commitment to quality. A special thanks to our production team for maintaining and continuously improving the quality of our Boards over the years. Our goodwill has been built because of the belief of our channel partners, specifiers, applicators, and consumers, have in our Quality and a big thank you to all of them. Durobord has become synonymous to Block Board. It is a promise and value that we have delivered over the years that has built this confidence.
What are new offerings under 'Duro' this year?
What are your plans to cater growing demand on Natural decorative plywood?
'Duro' is known for offering the best quality Block Board in India. How does the company earn this goodwill?
I enjoy meeting new people and facing new challenges.
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ONE ONE2T RP www.plyreporter.com
THE PLY REPORTER OCTOBER 2014124
Do you plan to cater the market share of economical range plywood segment as some brands have created a vertical in this segment?
‘Duro' is very strong in north, so why not other regions?
We have launched a slightly more economical range of plywood to meet the current market demands and as mentioned earlier, we strongly believe in “being the best rather than the biggest” and all our decisions are driven based on this belief.
In the age old times, most of the production catered to North India because of the logistical challenges of transportation from Assam, and hence the brand spread was strong in North India. However, the same does not hold true today, as we are present now virtually in all the states.
What is your opinion about growing demand of MDF/PB/WPC/Cement board panels? Does it affect ply-board sale?
Do you plan to enter into manufacturing of other panel products or Laminate or others?
Organized market share of SPIL?
Interior infrastructure sector, in my opinion, has given a growth of 20% YOY. New opportunities, designs, and products have come in. Every Product has a space for themselves. I believe that High quality plywood products will always be in demand. The quality control required by OEMs would be difficult to be matched by the unorganized sector and hence be replaced by the Particle Board / MDF sector without impacting much of the branded Ply Board segment. Remember, India is still a ply-board preferring country and it would take some time for that belief to change.
Overall, I think there is enough work for MDF / PB / WPC / Board Panels to co-exist and grow.
Yes, the details will be known at the appropriate time.
The organized sector should be divided into two halves, Premium category and the economical category. Our primary focus is the Premium Category and in that category we enjoy approximately 20% market share.
IN PERSON WITH Akhilesh ChitlangiaEducation – Bachelor of Science in Business
Administration; Bachelor of Arts in Economics
Ideal business person – Kumar Mangalam BirlaThe destination you like – New Zealand / South West EuropeThe best place for business – IndiaBusiness philosophy – Be the best rather than the biggestVision of next 5 year – Strengthen our position in the
Premium segmentShare of plywood business – Approx 20% of Premium SegmentGrowth target for next 2 years – 25% YOY
On The Ply Reporter magazine –Very thought provoking articlesthat address issues most important to the wood panel industry.
Selling decorative plywood isnot easy – it's driven by fashion. Everyone's tastes are different
and that adds to the charm of sellingdecorative plywood. Every sheet isa masterpiece. It challenges the
creativity and gives satisfaction indelivering the right solution.
