The New Sheen For Greenply

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: Greenply Industries Ltd is a leader in the branded plywood industry. The Rs 254 crore Kolkata-based company has four distinct lines of businesses — plywood, boards, decorative ply and decorative laminates. With three manufacturing facilities located in Nagaland, West Bengal and Rajasthan, Greenply is aggressively promoting its wide portfolio of laminates in the market. SP Mittal, Greenply’s chairman, feels that during 2004-05 itself the company will top a turnover of Rs 300 crore. Greenply began with a plywood factory at Nagaland in 1981 and gradually opened a second unit in Kolkata. The two factories today have a combined capacity of 7,00,000 sqm a month.

In 1993, the company made a foray into laminates by opening a unit in Rajasthan. The unit initially had a capacity of 1,00,000 laminate sheets a month which was gradually scaled up to 2,50,000 sheets per month. Greenply will soon undertake a second capacity expansion programme.

Thrust On Laminates
Greenply’s thrust on laminate business, which has emerged as a core area for the company, is due to an impressive growth of the industry, per se. The growth can be attributed largely to the real estate boom in the country. Keeping pace with the domestic market, Greenply’s laminate exports too have shot up, particularly to countries like USA, Spain, Singapore, HongKong, Dubai, Srilanka, Malaysia, Mexico, South Africa, West Indies and Korea. The company’s exports currently is pegged at Rs 24 crore which is expected to shoot up to Rs 35 crore during 2004-05. On the domestic front, Greenply is upbeat with the surge in demand for laminates in the western part of the country.

Employee Motivation
Human resources play a key role at Greenply. The 2,000-odd employees on the company’s rolls are made to undergo regular HRD sessions spanning quality control classes (QCC) meant for motivating the shop-floor level workers and other HR tools to motivate senior employees. For the manufacture of laminate sheets, the company is currently working on means to reduce the defect level which is almost 3 per cent.