Laminates specialist Formica is expanding its range to address lux and value segments in the Indian market. Over the past year, the company has taken several steps to become the preferred brand for design professionals and budget-conscious consumers.
Owned by Netherlands-based Broadview Holding B V, the Formica brand made a comeback in India in 2019. The mandate for the Indian management team at that time was to rebuild the organisation, recoup lost position in the laminates market, and capture a leadership position in the uber-luxury segment. Since then a lot of ground has been covered says managing director Ajay Khurana, as he describes how Formica is expanding.
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Under the Formica umbrella, the company has strengthened its four unique surface collections. Homapal metal laminates bring an urban, industrial look to both commercial and residential interiors, combining durability with high-end design. FENIX is known for its advanced nanotechnology and matte finish, with anti-fingerprint and micro-scratch-resistant properties. VIS range, which showcases Formica’s ode to sustainable and affordable surface solutions. Cora is a range of cost-effective laminates that offer durability and practicality without compromising on quality or design.
Khurana says, “Formica is expanding its offering and we are thrilled with the response to our diverse product range. The innovation we’ve brought through brands like Homapal, FENIX, VIS, and Cora has been received with enthusiasm, and it’s proof of our emphasis on pushing the boundaries in surface solutions. We hope our products continue to inspire creativity and bring new possibilities to the interior design sector in India.”
In a finetuning of its marketing approach, Formica is now aggressively pursuing the projects business. “We are seeing increased traction in this segment. Be it modular or bespoke furniture and interiors, more and more of it is being produced on complex and digital machines. In such a scenario only the most calibrated and resilient surface materials can be confidently applied. Formica’s solutions are designed for just such kinds of applications.”
The company’s flagship experience centre at South Extension in New Delhi, which was established in 2022, is becoming a hub for creativity and ideation, says Khurana. “We had set up this experience centre to showcase Formica’s solutions through imaginative applications. But now it has gone much farther. Teams of designers and architects from leading firms are regularly visiting us. Our design and development teams are having amazing conversations with them about their design aspirations. Such close engagement is also helping them understand how well-designed surfaces can add life to their projects.”
Close interaction with the design community reflects Formica’s long-term approach towards India’s growing home décor market. In the coming years, the company will focus more on metro cities where it sees maximum demand for its premium products, particularly in the Delhi-NCR and Mumbai regions. Premium kitchens and wardrobes and other high-performance applications will remain the key destination of its offerings, says Khurana.
