A

Product Profile
On
PLYWOOD

IN PARTIAL FULFILLMENT OF
POST GRADUATE CORPORATE PROGRAM

Submitted By
MOHIT AGARWAL
PGCP
(2007-2008)

SURYADATTA INSTITUTE OF MANAGEMENT AND

MASS COMMUNICATION
(SIMMC)

1
 ACKNOWLEDGEMENT

I wish to thank founder director and chairmen of SURYADATTA GROUP OF

INSTITUTES, Prof. Dr. S. B. Chordiya for giving me such a great platform of
learning and for giving me a beautiful opportunity of making a product profile.
It is pleasure to be able to thank all the people who helped me to make this
product profile.
I would also wish to thanks to my parents and all my friends who
helped me in every turn. There is a noble guidance driving inspiration support and
blessing which has enable me to undertake the complete this task without which it
would not have been possible for the present work to see the light of the day.
I convey a very special thanks to Mr. RANGANATHAN also for being there as a
great motivator, a source of inspiration.
Last but not the least; I would like to thank God for everything.

2
TABLE OF CONTENT

CHAPTER CONTENTS PAGE

NO
NO

1 INTRODUCTION 4-13

a) About COMPANY 4-5

b) COMPANY Objective 5

c) Brief Outline On Company 6-13

2 Product profile 14-24

a) About Product 14-22

b) Product Price 23

c) Product Life Cycle 24

3 Satisfaction Index 25

4 Financial Highlights 26-30

5 Research & Future Plans 31-38

6 Data Analysis 39-41

7 Conclusions 42-43

8 Learning Experience 44

9 Bibliography 45

INTRODUCTION
3
About Greenply Industries Limited

Greenply Industries Limited (GIL), a Rs 470 crore, dynamic, professionally

managed Interior Infrastructure Company, is the leader in the plywood and
laminate industry in India. The company was incorporated in August 1984 as a
sawmill unit.

Greenply is a manufacturer of all products related to interior infrastructure from

plywood & boards, flush doors, decorative veneers, decorative laminates to
pre lam MDF and particleboard. The company accounts for 25 per cent of
organized plywood and 15 per cent of organized laminate market.

The company has, over the years, grown as an interior infrastructure solutions
provider that currently manufactures a host of renowned brands such as Greenply
Plywood Chalta Rahe; Green Club Premium Ply, which comes with a life
time guarantee; Greenlam Laminates, Dikhane Ka Jee Kare; and Green
Decowood, Visibly Superior Veneers.

The company has more than 25 branches across the country with a strong network
of over 7,100 dealers, distributors, sub-dealers and retailers. Exports contribute to
around 8% of the companys total turnover. Greenply exports its laminate products
to more than 18 countries such as the US, Australia, Malaysia, Singapore, the
UAE, Russia, Israel, and New Zealand among others.

Pioneering the concept of branding for various products and brand building as its
core, the companys track record is impeccable as a profit-making dividend paying

4
company over the last decade with 61% CAGR growth in bottom-line over the last
five years leading to 2006-7.

Greenply has recently merged its subsidiary, Worthy Plywood, into itself. It is also
worth mentioning that Greenply Industries has recently acquired a Mumbai-based
laminates brand, New Mika, to enhance its presence in the Western markets. It is
worth mentioning that The Green group has recently launched its international arm,
GIL Intercontinental PTE Ltd. to market laminates in Asia Pacific Markets.

CHAIRMANS MESSAGE

The Chairman of Greenply, Mr.S.P.Mittal says We are ENVIRONMENT

conscious". It is not a concern. It's a responsibility. And we at the house of

5
"GREEN" take it very seriously. The GREEN GROUP thus utilizes technology
with responsibility seeing to the fact that the EARTH remains as "GREEN" as it
always needs to be. This is our way of paying homage to Motlior Naturo. The
Group employs over 2500 people in different cadre.

The word "GREEN" may sound antithesis to our area of activity but we do what
we believe in. The main concern of the group has been most effective and
economic utilisation of the scarce natural resources and converting them into
durable quality utilities. We work in volume and this has helped us to maintain
moderate price level.

Our total thought has thus been translated into our company logo in the form of a
"Green Leaf." The colour represents that of a tender leaf, indicating that we are
young and have a lot more to contribute.

OBJECTIVE: Our vision is continued improvement across all qualitative and

quantitative dimensions creating synergies and efficiencies to produce and
distribute high quality products at economical cost. The Company with focused
emphasis on the new technological superiority in manufacturing has carved an
enviable niche for itself in the Industry. The group is now managed by a set of high
caliber, dynamic and young professionals.

CORPORATE HEADOFFICE

KOLKATA (Corporate Office) DELHI (Marketing Office)

Greenply Industries Ltd. Greenply Industries Ltd.
New B.K.Market, 2nd Floor, 1501-1505, Narain Manzil

6
 16A, Shakespeare Sarani,
kolkata-700071
Ph: +91-33-22822175, 30515000
Fax: 91-33-30515010
E-mail: kolkata@greenply.com
admin@greenply.com
KOLKATA [Factory]
Vill.Kirparampur, P.O.Sukdevpur
Dist.24 Parganas(S) W.B.
Ph: +91-33-
24709277/24709085/24809264
Fax : 033-24708546
E-mail: kirparampur@greenply.com
PUNE
Greenply Industries Ltd.
C-16,17, Shangrila Garden
Near ICICI Bank, Bund Garden Rd
Pune-411001
Ph: +91-20-26129307/ 26132937
E-mail: pune@greenply.com
INTERNATIONAL OFFICE
SINGAPORE
GIL Intercontinental Pte Ltd.
Mr. James
43, Sungei Kudat Street 1
Singapore - 729348
7
23, Barakhambha Road
New delhi-1 (India)
Ph: 91-11-42791300
FAX: 91-11-42791330
E-mail: delhi@greenply.com
PATNA
Greenply Industries Ltd.
205, 2nd Floor, Kamlalaya Shobha
Plaza
Behind RBI, Exhibition Road
Patna -800001
Ph: +91-612-2322464, 2322465
Tele Fax: +91-612-2669567
E-mail: patna@greenply.com
MUMBAI
Greenply Industries Ltd.
104, A - Wing, Eastern Court
Parmeshwar Road, Vile Parle
Ph: +91-22-26104651/26118320
+91-22-26187088
Fax: +91-22-26101903
E-mail: mumbai@greenply.com
HONG KONG
Mr. Chan Fook Shing ,Wilson
Greenply Industries Limited.
Suites 2203-06, Level 22,
Office Tower, Langham Place
Ph: 0065-63659138 8 Argyle Street, Mongkok,
Email : ukt@greenlam.com.sg Kowloon, Hong Kong
Ph: (852) 3423 4312
Fax:(852) 3423 4372

INDONESIA

Ms. Widiyeni
Greenply Industries Limited.
JDC business Centre
Jakarta Design Centre, 6th floor
Jl Jend Gatot Subroto Kav. 53
Jakarta 10260
Indonesia
Ph: 62 21 5790 1413
Fax: 62 21 5790 1415
H/P: 62 856 100 4585, 62 21 928
60205
Email : widi@greenlam.com.sg
w1d131@yahoo.com

Products & Brands

8
Spend on Advertising &
Promotion
9
 Godrej BlowPlast Featherlite

Barista Hutch Airtel

Infosys Wipro L&T

MAX Healthcare

SBI ICICI

COMPANYS CLIENTS

10
 MARKETING INITIATIVES

Expansion of sales offices in Tier II cities to provide better services to the

distribution chain and develop the markets
Dealer/Distributors/Sub Dealers/Retailers network increase from 3700
during March 06 to 7100 during March 07 resulting into greater penetration
in market

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 Launch of new Greenlam advertisement in February 2007, aired on all
prime-time slots and translating into enhanced viewer attention & TOM
recall
Image-strengthening exercises in the plywood business by continuing to air
its popular sardar kid advertisement on TV channels

12
Greenply Today

ABOUT PRODUCT
13
 (PLYWOOD)

HISTORY:

The earliest known making of plywood was in 3500 B.C. in ancient Egypt. The
Egyptians, the builders of the pyramids, were the first to create wooden articles
made from sawn veneers glued together crosswise.

They originally did this because there was a shortage of fine wood. Because of this
shortage, thin sheets of high-quality wood were glued over lower-quality wood for
a cosmetic effect. It wasn't done for structural benefits as it is today.

Modern plywood - in which the veneer is cut on a rotary lathe from softwood logs
- is of relatively recent origin, invented by Immanuel Nobel (the father of the
more-famous Alfred Nobel). The first such lathes were set up in the United States
in the mid 19th century. Plywood has been one of the most useful and most-used
building products for decades.

Plywood has become a very common building material in the United States, used
to make everything from furniture to houses.

PLYWOOD:

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Plywood was the first engineered wood invented by man. It is made by stacking
together thin sheets of wood veneer - also called pliers - with the direction of each
ply's grain reversed from its neighboring plies.

These plies are bonded together through intense heat and pressure and strong
adhesives. This makes plywood a type of composite material.

Plywood production requires a good log, called a peeler, generally straighter and
larger in diameter than that required for processing by a sawmill. The log is peeled
into sheets of veneer which are then cut to the desired dimensions, dried, patched
and glued together to form the plywood panel. The panel can then be patched,
resized, sanded or otherwise refinished, depending on the market it was intended to
be sold in.

Plywood is usually used instead of plain wood in situations where the wood needs
to be flexible but stable. Plywood has a strong resistance to shrinking, twisting and
warping because of the differences in the layers.

TYPES OF PLYWOOD:

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There are a large number of varieties of plywood. Each is created for a specific
purpose. Different conditions require different types of plywood.
Softwood plywood
Decorative plywood
Indoor Use
Outdoor Use

Softwood plywood is typically used for construction and industrial purposes, is

made with either Douglas Fir, spruce or pine.

Decorative plywood is usually faced with hardwoods. Such woods include red oak,
birch, maple, lauan (Philippine mahogany) and a large number of other hardwoods.

Plywood that is made for indoor use is generally made from less expensive phenol
formaldehyde glue (which has limited water resistance), while outdoor and marine
grade plywood are designed to withstand rot and use a water resistant phenol-
resorcinol glue to prevent delamination and retain strength in high humidity.

The most common varieties of softwood plywood come in three, five or seven
plies with dimensions of 1.2 m 2.4 m (4 feet 8 feet). Each ply is 1/8 inch.
Roofing can use the thinnest 3/8-inch plywood. Floorboards are at least 5/8-inch
depending on the distance between floor joists. Plywood is often tongue and
grooved for flooring applications. Two of the edges will have "grooves" notched
into them to fit with the adjacent "tongue" that protrudes from the next board.

PLYWOOD PROCESS &DESCRIPTION

The plywood process was broken down into six unit processes. The following

16
are the descriptions of the unit process:

1. Debarking and bucking: This unit process includes mechanically removing the
bark from the logs and cutting them to the proper length to make wood blocks
for peeling. Co products generated include bark and some wood waste. Inputs
include electricity to operate equipment and diesel fuel for the log haulers.

2. Conditioning: The wood blocks are heated with either hot water or direct steam
to improve the quality of peeled veneer. There are no co-products and the inputs
include steamed electricity.

3. Peeling and clipping: Blocks are peeled in the lathe to make long ribbons of
veneer that are clipped to size, and sorted by moisture content in preparation for
drying. Co products include roundup wood, peeler cores, veneer clippings and
trim. The inputs include electricity to operate the lathe and conveyor.

4. Veneer drying: Veneers are dried in continuous dryers from moisture contents
of 25100% down to 35% moisture content (oven-dry basis). This is the most
energy intensive unit process and uses various heat sources. Co-products include
veneer downfall and other wood waste. Air emissions occur as the wood elevates
in temperature and the wood dries. Because of high temperatures of the wood, this
process is a primary source of emissions of volatile organic compounds (VOC).
Emissions can also be due to the direct combustion of natural gas or wood and
Bark hogged fuel at the dryers. Emissions also occur at the hogged wood fuel
boiler that provides steam to the dryers.

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5. Lay-up and pressing: Veneers are coated with phenol-formaldehyde resin and
stacked into panels for hot-pressing. Heat and pressure are used in the press to cure
the resin, thereby bonding the veneers to make plywood. There are no co-products
for this unit process. Emissions included those from the wood at elevated
temperatures and the curing of the phenol-formaldehyde resin. Emissions also
occur at the boiler that provides steam to heat the plywood hot press.

6. Trimming and sawing: Plywood panels coming-out of the press are sawn to
appropriate\dimensions, usually 1.22 2.44 m (4 8 ft).Co-products include
plywood trim and sawdust. Emissions include a small amount of particulate.

Model of Plywood Manufacturing Process

18 Input: Logs
 Bucking & Debarking

Block Conditioning

Peeling & Clipping

Veneer Drying

Hot Pressing

Trimming & Sawing

Output : Plywood

USAGE OF PLYWOOD

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Plywood has many uses. It is used in many situations for many different reasons,
the most common uses and the way it is used in these situations are:

1. Floor Sheathing and Underlayment - Plywood provides a superior floor

beneath resilient flooring and carpeting because it is dimensionally stable. It
remains flat to give a smooth, uniform surface that does not crack, cup or twist.
Plywood panels reduce labor and material costs by eliminating the need for
blocking at panel edges.

Sheathing grade is suitable for subflooring, beneath such applications as hardwood

flooring or concrete topped floors.

2. Wall Sheathing - Plywood panels used as wall sheathing provides excellent

resistance to lateral forces such as wind and earthquake loads. Also, damage to
finish materials in the structure due to uneven settling of the frame is minimized
due to the extra rigidity plywood adds to the building.

Plywood sheathing contributes to the over-all thermal performance of the wall

because the large panels have fewer joints through which heat can escape.

3. Roof Sheathing - Plywood is often used for roof sheathing. The panel size
combines speed of erection with lightweight portability. The stiffness of the panels
constitutes diaphragm action when prescribed framing and nailing patterns are
used.
Panels should be applied with the face grain at right angles to the supports to
provide maximum strength.

4. OTHERS -
The product is ideal for:

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 Furniture Partitions

Panelling

Cavity flooring

Panelled doors

Hoardings

False ceilings and other exterior and semi-exterior applications.

ADVANTAGES:

There are many advantages to using plywood:

1. It comes in a standard size (4 feet x 8 feet)

2. It is very cheap considering the size of the boards

3. It is a very strong wood
4. It is very stable (warping and shrinkage isn't much of a problem)
5. Resistant to boiling water, moisture, dry heat, termite, insects and pests.
6. Remains unaffected in spite of changing weather conditions.

Really, if plywood did not exist, builders would end up making the same size
pieces of wood from a collection of flat boards. The result would be a much higher
cost for a finished product that isn't as safe or stable.

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PRECAUTIONS:

It is necessary to follow certain precautions to make the film face last longer.

1) Unload carefully.
2) Do not drag & drop from height.
3) Stack on a flat surface.
4) Clean both surfaces after use.
5) Apply mould oil after 3-4 uses.
6) Use sealant on cut edges.
7) Use minimum nails.

PRODUCTS PRICE

22
 DEALERS PRICE LIST OF PLYWOOD

THICKNESS COMMERCIAL W/P GUR. COMM GUR.W/P

17=0
04MM 14=50 0 15=50 18=50
22=5
06MM 18=75 0 23=00 27=00
26=0
08MM 22=00 0 26=00 30=50
31=5
12MM 26=00 0 35=00 41=50
42=0
15MM 34=00 0 43=00 54=50
47=0
18MM 37=00 0 50=00 60=00
47=0
19MM 42=50 0 42=00 54=00
25MM 75=00 90=00

Here,

All rates are in sq. per fit

MM is the measurement unit of thickness.

Commercial is a type of material.

W/P means water proof, type of material.

GUR means GURJAN, a type of material.

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 PRODUCT LIFE CYCLE

PLYWOOD

PLC consist four stages: Introduction, Growth, Maturity and Decline. Plywood
is in its growth stage due to its increase in demand. Greenply data shows 57%
increase in Plywood production, increment in production also shows a growth
of Plywood.

24
 Satisfaction Index

As far as customer satisfaction is concerned it is very clear in the market size of

Greenply that the customers are very much satisfied with it.

The compliments given by the potential customers and the retailers of Greenply in
the market on the scale of:

Variety.
Reliable.
And the most important one is that is quality.
Tangibility.

Every company wants to satisfy their customers because if the customer satisfied
by the product of a company then and then only a company can get the good
results.
Consumer is a first person through which a company comes to know
about their product.

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FINANCIAL HIGHLIGHTS

26
Particulars 2006-07 2005-06 Growth (%)

Net sales 392.20 257.35 52.40

PAT 22.52 14.09 59.83
EBIDTA margin (%) 11.97 11.86
Equity capital 8.23 6.72
EPS (Rs, fully diluted) 13.25 10.32 28.40

ANNUAL & QUATERLY REPORT

Particulars Q4FY07 Q4FY06 Growth (%)

Net sales 110.61 62.74 76.30

PAT 6.72 3.77 78.25

EBIDTA margin (%) 12.10 10.03

EPS (Rs, fully diluted) 3.95 2.64 49.76

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 Quarter Quarter Nine Months Nine Months Year
ended on ended on ended on ended on ended on
Particulars 31.12.2007 31.12.2006 31.12.2007 31.12.2006 31.03.2007
(Unaudited) (Unaudited) (Unaudited) (Unaudited) (Audited)

Segment Revenue

a )Plywood & Allied Products 8976.70 5838.78 24512.37 15711.47 22465.48

b )Laminates & Allied Products 7288.19 6091.80 21687.88 18143.57 24546.87

Total 16264.89 11930.58 46200.25 33855.04 47012.35

Segment Result

a) Plywood & Allied Products 1701.18 1061.52 4793.93 2255.31 3071.05

b) Laminates & Allied Products 1311.78 582.15 3784.99 1897.59 2985.48

Total 3012.96 1643.67 8578.92 4152.90 6056.53

Capital employed

a) Plywood & Allied Products 19380.41 16824.49 19380.41 16824.49 16674.72

b) Laminates & Allied Products 9116.45 6329.59 9116.45 6329.59 7709.86

Total 28496.86 23154.08 28496.86 23154.08 24384.58

Segment wise Revenue, Results and Capital Employed

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 PAT (PROFIT AFTER TAX)

Net Sales

29
 RESEARCH & FUTURE PLAN

30
 RESEARCH METHODOLOGY

Research Methodology is a method followed to conduct the designed plan,

structure and strategy of investigation conceived so as to find out the results.
In order to achieve objectives of the project data was collected from various
sources.

DATA COLLECTION
The data and information collected for the purpose of study is categorized in two
types: -
a. Primary Data
b. Secondary Data

1. PRIMARY DATA

It is the data, which is collected for first time by researcher for the project. The
primary data is collected with the help of conducting interviews of investors and
through questionnaire. The data was also conducted by carrying out a fieldwork in
order to obtain response to Online as well as Broker trading.

2. SECONDARY DATA

The data, which already exists and has also been analyzed for some other purpose
is termed as secondary data. This data is collected from publications, technical and
trade journals, magazines and newspapers. It has been obtained from company files

31
and records. The data was also collected from senior executives and from web
sites.

PRIMARY DATA: Primary data is collected through Questionnaire.

Questionnaire

Name..

E-MaiID
Telephone

Occupation

6) What is your perception about Plywood?

a) Costly
b) Cheap
c) Any other (Please specify)

7) What are the different types of Plywood you are aware of?

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 a) Softwood Plywood
b) Decorative plywood
c) Waterproof
9) How do you rank the following Plywood Companies in order of your
preference?
Plywood Companies
a) Greenply Ind. Ltd.
b) Supreme plywood
c) Shivam Plywood
d) Galaxy plywood
e) Magic plywood
f) Reliance Mutual Fund

10) What are the reasons behind your ranking?

a) Brand Name
b) Advertisement
c) Good service
d) Good Quality
e) Any other reason

11) Have you heard Greenply Industry Ltd.?

a) Yes
b) No

12) Have you ever used plywood of Greenply?

a) Yes
b) No
33
13) If yes what is your experience with Greenply?

..

Date:

34
SECONDARY DATA:
Consumers have shown a consistent preference for wood as opposed to metal or
plastic furniture. Consequently, it is unlikely that drastic changes occurred in
lumber usage since 1972 despite the high prices for both softwoods and
hardwoods. The 1977 softwood and hardwood lumber use factors are accordingly
projected 0.48 and 1.85 billion board feet per index unit, respectively. (The Forest
Service is currently conducting a new survey on wood usage in manufacturing. It
will be possible to check the accuracy of these projections later in 1978.)

Plywood
Total plywood usage has trended erratically upward during the 4 survey years (fig.
X). Hardwood plywood in particular showed a consistent upward direction from
0.46 billion square feet per index unit to 0.83 billion-(adjusted to include kitchen
cabinets) in 2005. Softwood plywood rose from 0.28 billion in 2003 to 0.45.
(adjusted) in 2005. Both usage factors are expected to show more modest gains
because of increased competition from composition boards. The softwood and
hardwood plywood use factors are projected at 0.45 and .75 billion square feet per
index unit in 2007.

35
Fig. X
1.5

1.0
BILLION PLYWOOD
Sq. FEET PER
INDEX UNIT

HARWOOD
0.5

SOFTWOOD

0
2001 2003 2005 2007

36
 FUTURE PLANS

Greenply Industries has picked up controlling stake in two Gujarat-based plywood

manufacturing companies, Galaxy Decor and Platinum Veneers.

The board cleared that the companys proposal is to set up a new laminate
producing unit in Himachal Pradesh as well as a medium densified fiber (MDF)
board production line within the premises of its existing Uttarakhand plant.

Companys present force is how directed towards maintaining the pace and we
have plans to expand, diversify and integrate to further our objective and reach
new heights.

37
 DATA ANALYSIS

38
PLYWOOD

57 per cent increase in plywood production to 12.86 million square metres;

average capacity utilization 77 per cent

Commissioning of a Greenfield unit in Uttarkhand in May 2006 within eight

months as opposed to the industry benchmark of 12-16 months

Plywood contributed 48% to the total revenue and 53% to the total PBIT

85% increase in plywood revenue to Rs. 201.98 crore

39
Market Size

Estimated Market Size 12000

crores

40
41
CONCLUSIONS & SUGESSTIONS

42
CONCLUSIONS
Greenply Industry Ltd. (GIL) is an integrated interior infrastructure company
leading with leadership in the plywood & Laminates in India. GIL manufactures
product like Plywood, Particle board, Laminate & Decorative veneer commanding
more share of 25% in the organized Plywood market & 15% in the organized
laminate market. The products are sold under the brand Greenply, Greenlame,
Green Decowood in the Plywood segment .GIL has more than 26 branches across
the country with a strong network of over 7100 dealers, distributors, sub-dealers &
Retailers.
1) Plywood and laminate industry provides direct and indirect employment to
over a million people.
2) Revenue from the Plywood is more than all other products.
3) The producing capacity of Plywood is also more than all other products.(18
million sq. per meter)
4) Consumer also giving a good preference to plywood.
5) Market share of Plywood is also high of GIL.
SUGGESTIONS
1) Company should go for direct mailing exercise to the specifiers and trade.
2) Company should create awareness among the people.
3) Company should make a strong relationship with the specifiers mainly
Interior Architects and Designers
Contractors & carpenters
Retailers
4) Company should expand their network through Authorized dealers/ Sub-
dealers/ Retailers.
43
 LEARNING EXPERIENCE

My experience of making a Product Profile is wonderful because it gives me a lot

of valuable & knowledgeable information. After preparing a product profile I come
to know that what researches should be conduct before launching any product in
the market. For promoting the sales of any product it is necessary to fulfill the
expectations of the consumers related to a particular product and this profile helps
me to know how to target the customer or how to reach the customer and how to
satisfy them.

It is necessary for every company to expand the market of their product for
surviving in a market and for expanding the market Positioning of the market is
very necessary. This profile also helps me in the same.

In this way I can easily say that product Profile is really a wonderful experience
for me.

44
BIBLIOGRAPHY

www.Google.com
www.GIL.com
www.Greenply.com

45