Century Plywood: Constructing a tradition of innovation over a long time

The Covid-19 pandemic has virtually affected each trade within the nation, together with plywood manufacturing. The trade’s annual turnover, stated to be round ₹34,000 crore (organised and unorganised), has taken an amazing hit. However the sector has survived as, other than promoting wooden and timber, it has been supplying packaging materials to important sectors comparable to pharma and FMCG firms.

The corporate with India’s highest timber peeling capability (210,000 cubic metres) — Century Plyboards (India) Ltd (CPIL) — has not remained idle. It has transformed a worldwide financial catastrophe into a chance, launching ‘Virokill’ — reportedly India’s first anti-viral laminate and ply.



Supply: centuryply.com



With this new type of nano-technology, it claims to have created a virus-free area for the CNBC-TV18 information channel.



First steps

CPIL is a plywood and ornamental veneer producer, integrated in 1986, by Sajjan Bhajanka and Sanjay Agarwal. It’s head-quartered in Kolkata. It started as a small unit, using simply 50 individuals within the first yr of operations. It grew to become a listed firm in 1997, and in the identical yr, an essential breakthrough catapulted it into the limelight — it grew to become the primary firm in India to introduce borer-proof plywood.

As borers had been pests that induced injury within the vary of hundreds of crore, this was a really welcome innovation. The corporate claims that since then, no Century Ply product has had a borer or termite downside. In 2002, it launched Flexoply, a versatile plywood selection. The Century Laminates plant grew to become operational in 2004.

Different improvements comparable to Boiling Water Resistant (BWR) Ornamental Veneers and Laminates, seven-year powder-proof assured plywood and non-leachable fire-safe plywood adopted. In 2005, CPIL started manufacturing hi-pressure laminates, pre-laminated particle boards, and Medium Density Fibre (MDF) board.

Right now, it manufactures plywood, blockboards, laminates, veneers, doorways, fibre cement boards, planks and adhesives for various surfaces. It’s stated to be the biggest vendor of multi-use plywood and ornamental veneers within the organised plywood market and is among the many prime three laminate producers in India. CPIL has India’s largest privately-owned container freight station close to Kolkata port, overlaying an space of 100,000 sqm, and able to dealing with 160,000 Twenty-foot Equal Models (TEUs) yearly.

The corporate has six manufacturing amenities in India, in Kolkata, Chennai, Guwahati, Karnal, Kandla and Roorkee, and two abroad in Myanmar and Laos. CPIL was the primary firm to get the ISO 9002 certification for high quality administration (veneer and plywood). It additionally holds the ISO 14001 certification from Det Norske Veritas (DNV), a certifying firm accredited to UKAS Environmental Administration. It has a loyal community of sellers — most of whom have been with the corporate since inception. A number of of them are shareholders of the corporate.

Schooling by movies, social media

CPIL is claimed to spend virtually 4 per cent of its annual income on model growth, which incorporates exhaustive analysis into enhancing current merchandise and creating new ones. The corporate’s merchandise are exported to about 20 international locations together with France, the UK, Germany, Mexico, Canada, Switzerland, China, Taiwan, Hongkong, Singapore, the UAE, Saudi Arabia, and Bangladesh.

CPIL’s turnover for 2019-20 is reported as over ₹2,300 crore; of this, plywood and veneer accounted for about 74 per cent, laminates shut to 10 10 per cent, and MDF round seven per cent.

The promoting and promotional campaigns of Century Ply concentrate on ‘creating platforms of pleasure’. Its 2014 marketing campaign, Khushiyon ka rangmanch was extraordinarily profitable, adopted by a laminates TV business with the tagline ‘My design, my type.’





The Sab sahe, mast rahe marketing campaign highlighted high quality and sturdiness, albeit in a humorous method. Audio-visual movies that educate the patron, telephonic outreach programmes, and efficient use of social media platforms contribute to its top-of-the-mind recall worth amongst shoppers. Campaigns comparable to #hardcorehappysoul launched on Twitter, Fb, and Instagram encourage health.

Social duty

Century Ply has demonstrated its dedication to society by going past the federal government’s suggestion of setting apart two per cent of the income for CSR and investing greater than ten per cent of its revenue for a similar. Its ‘schooling for all’ initiative reaches out to kids of its staff and for these residing close to its manufacturing unit premises, offering free education. Its ‘pals of tribal society’ advantages greater than 30,000 college students yearly. Other than this, it’s related to a number of hospitals and charitable organisations. It additionally acknowledges the contribution of the carpenter neighborhood with its marketing campaign ‘Century Ply Heroes.’

The corporate is aware of its position in sustaining the atmosphere and has planted a thousand bushes within the Sundarbans mangroves of West Bengal, in collaboration with ‘Develop Bushes’.

The enterprise journal Development World picked Century Ply because the quickest rising firm with the best turnover 5 occasions in a row since 2003. The corporate additionally received the India NGO award in 2009, the Person’s Software award and the Cool Software award (from EdTech Digest), Community Advertising and marketing award and Alumni Achievement award in 2012. Century Ply was chosen as one of many High 500 Tremendous Manufacturers in India in 2015 and made it to the High 100 record of Dun & Bradstreet in 2014-15. It was ranked one in all India’s Most Useful Manufacturers and received the European Excellence award.

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