A STUDY ON SHIFTING TRENDS IN

CONSUMERS CHOICES FROM NON

BRANDED TO BRANDED
PLYWOOD.
INDUSTRY OVERVIEW
The history of plywood industry in India is
recent about 75 years ago.
Plywood industry claims bright future like
other manufacturing industries in the country.
The industry is producing more plywood than
they have in the last 20 years.
Plywood industries is the major consumption
of composite wood in India.

Continues
The market for plywood and allied products in
India is estimated to be about Rs 12000cr. (USD
2.50 bn.) with 70% dominated by a multitude of
mutely players in unorganized sector, the
organized sector has been growing at between
25% and 30%.
The Uttarakhand Plywood Manufacturing
Association (UPMA) believes that the industry
will grow 25 per cent this year compared to last
year.
COMPANY PROFILE
Green ply Industries Limited (GIL) is Indias
largest interior infrastructure company with a
whopping turnover of Rs. 1420 corer. They
stand at top when it comes to plywood,
decorative veneers and particle boards. They
account for almost 25 percent of the
organized plywood and 15 percent of the
organized laminate market in India.
PRODUCT LINE
Greenply Industries Ltd. Offers a wide variety of
products :
Plywood
Block Board
Decorative Laminates
Decorative Veneer
Medium Density Fiberboard (MDF)
Flush Doors
Restroom Cubicles

PRODUCT DESCRIBTION
1. Plywood is an engineered board made of thin
layers of woods (plies). Plies are glued
together and bonded under heat and
pressure with strong adhesive.
Application:
Furniture Shuttering
Paneling Wooden Partition
Flooring Sign Boards etc.

Laminates
2. Laminates is the thin sheet of decorative
paper pressed on a hard substance using
adhesive. It is pasted on ply board, wood,
MDF, Plain Particles Board etc. to give desired
look to the interiors or furniture's.
Decorative Veneers
3. Decorative Veneers refers to thin slices of
wood glued onto core panels (typically, wood,
particle board or Medium Density Fiberboard)
to produce flat panels such as doors, tops and
panels for cabinets, parquet floors and parts
of furnituers. It is of two types :
Natural Wood Veneers.
Reconstituted Veneers or Recon Veneers.
Natural Wood Veneers
1. Natural Wood Veneers are the natural and
original slices which has been converted into
the rectangular blocks of woods which is
glued onto core panels of woods.
It is designed to give the natural look to the
furniture by using Natural Wood Veneers.
Group-match is the difficulty which comes on
the way of Natural Wood Veneers.
Recon Veneer
2. Recon Veneer is loosely called as man made
veneers which uses real wood fiber with natural
colorants to stimulate various colors, figures and
grain seen in real wood veneers.
MITT (Melamine Impregnated Tissue
Technology) is used to produce Recon Veneers
which insures uniform and strong bonding of
decorative veneers with the base ply against the
conventional glue-spreading technology.
Medium Density Fiberboard
Green Panelmax MDF is a revolutionary
product from Greenply Industries Ltd, is made
with a unique fiber-interlocking technology
which leads to high bonding strength and
rigidity and is loaded with features which are
best suited for constructing strong and
durable furniture and creating unique
interiors.

TYPES OF PLY
PLY
COMMERCIAL
PLY
SEMI-WATER
PROOF PLY
WATER PROOF
PLY
COMMERCIAL PLY
It is the lower ranged ply for general purposes,
glued by the U.F. bonded i.e. Urea
Formaldehyde Bonded ply resin.
It is not water proof in nature and the
durability of the plywood is considerably
lower than other water-proof plywood.
This type of plies would be suited best for
interior locations only.
SEMI-WATER PROOF PLY
It is the medium ranged type of plywood for
the interior locations and furnishings.
It is glued by M.R. Grade i.e. Melamine Urea
Formaldehyde resin.
It possess the better water resistance
properties compared to U.F. resins.
It can bear the optimum temperature which
makes it best for interior furnishings.
WATER PROOF PLY
It is the higher ranged plywood used for
interior as well as exterior uses for furnishings
It is glued by P.F. bonded i.e. Phenol
Formaldehyde resin.
It is the best resin used as a glue line for plies
and woods.
It gives the best qualities of water resistance,
durability, long lasting gluing effect,
unbreakablility for quiet a few years.
PRODUCT FEATURES
Unparalleled Strength
Superior Quality
Homogenous Construction
0% Latex Content
Termite, Borer & Fungus Resistant
Eco Friendly
Unique Fiber Interlocking technology.
MARKET SCENARIO
CONTINUED..
The segmentation of market has been done on the
basis of 4 categories of market.

10%- Labor/ Carpenter
10%- Green Club Plus
20%- Unorganized Sector
60%-(20%)-Green,(40%)Ecotec


10%
10%
20%
60%
Sales Volume
Greenply Industries basically targets the 10% (Green Club Plus) customers
and the majority chunk of 20% (Green) users and 40% (Ecotec) users.
SEGMENTATION
Organized Sector
These sector are the
authorized sector, different
leading brands in our
country which offers a
variety of woods and plies.
Greenplys major
competitors in organized
sector are- Century Ply,
MayurPly, Kitply, Uniply,
Donear, etc.
Unorganized sector
Those companies which
manufactures plywood
under a local brand and
doesnt provide very high
variety of products and
after sales services.
These sectors provides
lower quality as well as
lower price products.
70 : 30 Ratio
70%
The overall scenario of
plywood industries is
divided into 70:30 ratio.
The 70% market is
managed according to the
current market conditions.
The pricing strategy of the
products are also based on
the market condition of
the economy.
30%
The 30% of the market
doesnt get affected by the
prevailing market
condition.
It get fluctuated by the
consumers demand and
buying behavior of the
consumers in the market.

MARKET CATEGORIES
According to Greenply Industries, Bihar is the
leading state in case of sales. Different
Distribution channels is the reason behind the
highest sales :
Carpenter/ Architect channel
Retail Stores channel
Government Offices channel
Corporate channel
Real State / Builders channels
MARKET RESEARCH
Estimated turnover Rs13000cr.
Future growth rate at 10% p.a.
Indian
Infrastructure
Industry
Companys turnover Rs1420cr.
Bihars profit turnover
Rs3cr.p.g.m.
Greenply
Industry Limited
MARKET ANALYSIS
There are total 206 Dealers are available in Bihar
region, in which 80 are Direct Dealers.
In respect of Bihar, there are 8 to 10 Distributor
offices present which gives a considerable
amount of returns compared to others.
There are around 3 Dealers are working strongly
in Muzaffarpur(Patna 2) and alone Shree Ram
Sales gives 23% of sales over total amount of
sales overall and rest amount is covered by other
dealers.

CONTINUED..
There are around 60% to 70% of sales gathered
by Commercial ply and 40% are from MR and
Water-proof Plies jointly.
There are around 20 factories in Patna and 12
factories in Muzaffrapur which comes under the
category of unorganized sector which
manufactures plies and generally deals with
commercial plies.
Total percentage of sales earned under the brand
Green (75%) and (25%) of sales are from rest of
the brands of Greenply.

CONTINUED..
There are total 80 counters in Bihar in which
55 counters are from RSD (Rural Sales
Distribution) or Rural area.
There are total 6 factories in all over India
which manufactures different product lines of
Greenply Industries.
In Patna 50% of sales are Apartment based
and in Muzaffarpur 75% are Carpenter based
sales.





DISTRIBUTION LEVELS
There are total three levels of Distribution Channel which
works for Greenply industries.
I. 0 Level Distribution :
KAT Builders / Real State
(KAT = Key Account Team)
II. Wholesale Distribution :
Company Wholesaler Outskirt Retailers Customer
III. Dealers Distribution :
Company Dealers Carpenters Customers


CUSTOMERs VIEW
POINTS
ARCHITECTs VIEWS
According to an Architect, things which they
look forward to are:
I. Quality of the product
II. Durability period of the product
III. After-Sales Services provided by the
company
IV. Price of the product.
V. Companys initiatives.

CUSTOMERS DEMAND
There are different categories of customers, who
seeks different variety of products:
I. Green Club Plus Customers :
These customers are not price sensitive about the products.
They follows the quality features/benefits of the products.
They consults the Interior Decorators and Architects for the
selection of products.
They seeks longer durability period in the products.
The return from this segment of customers are considerable for
company and for the customers as well.
CONTINUED..
These are the different category of Customer :
II. Green Customers :
These customers wants a blend of quality with a affordable
prices which should be matching there standards.
These customers requires quality with affordable prices
and higher durability period of the products.
In this category of customers, the products offered by the
company have more varieties and ranges.
These customers generally prefers the Water-Proof and
Semi-Proof plywoods.

CONTINUED..
These are the different category of customers:
III. Ecotec Customers :
These customers generally seeks the low price range of
products.
These customers are price sensitive in nature and quality is
the secondary factor for them.
These customers are generally found in rural areas of India.
For these type of customers, company offers the economic
range (Ecotec) commercial plywoods, which provides lower
quality range of plywoods with affordable prices.
LIMITATION OF CUTOMERS
According to an Architect, limitation of the
Customers are :
I. Preference of Vastu-Sashtra over Functionality.
II. Lack of awareness
III. Limited Spending Power
IV. Taste difference
V. Snop Effect (Copying Mentality)
VI. Culture differnce
VII. Lack of initiatives and individuality.

SUGGESTIONS
These are the suggestions given by the
Architect :
I. Ask for Consultancy.
II. Better market exposure
III. Companies initiatives
IV. Culture growth
V. Growth of infrastructure
VI. Change in buying behavior of customer.