Materials Market: Trends & Strategy

Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I have 36 years of cumulative experience, split into 2 halves. The first 18 years were in Consumer Durables & the next 18 years were in Building Materials, mainly interior products. Had multi-regional working experience in Sales/Marketing in all zones & then heading National Sales for Furnishing & Decorative Surfacing products. Major Co's/brands were Greenply, Hunter Douglas, and Greenlam. From 2021, I started working as an Independent Consultant/Advisor for various companies in the Interior Infrastructure space on specific projects. Notable amongst those were Action Tesa, Nikhil Adhesives, Stylam Industries, Greenply & Skydecor. In 2023, co-founded & launched a wooden flooring brand, Dr Decor, and lately introduced a Fashion Laminates brand, Cub Crests.

Q2. How sensitive is the demand for products to fluctuations in the 'Global Timber Index,' and what methods are effective at scale?

Demand for products like plywood and MDF is not very sensitive to fluctuations in the Global Timber Index in India, as raw materials are sourced locally. The implementation of Quality Control Orders (QCOs) and BIS standards has curbed imports. Effective hedging at scale includes…