Kolkata-based plywood major Greenply is partnering Lucknow Super Giants for IPL 2022. The company has tied up with the first ever IPL franchise from Uttar Pradesh as Associate Partner. Through this partnership Greenply will target the state’s consumers of interior infrastructure solutions including plywood, decorative veneers, flush doors, etc.
Uttar Pradesh has the highest 5-year CAGR growth projections for a state, and is the second largest plywood market by value as per industry estimates. The government aims to take the state’s economy to $1 trillion within five years, from the present $285 billion (Rs 21.74 lakh, estimated for 2021-22). Greenply, which is a leader in the plywood and veneer segment, is targeting this state as a key market for its future growth. In fact it plans to invest over Rs 200 crore in the state for new manufacturing infrastructure.
While speaking at the launch of the partnership at Lucknow, the company’s chairman and managing director Rajesh Mittal (left in image, with jt managing director Manoj Tulsian) explained why Greenply is partnering Lucknow Super Giants for IPL 2022. “There has been a dynamic shift in the consumer pattern towards branded products, and hence we see a lot of growth potential in the Uttar Pradesh market. Uttar Pradesh is an ideal investment destination for us as, even in the current scenario, this market is the third largest value contributor towards our business.”
As part of the partnership, players and officials of Lucknow Super Giants will sport the Greenply logo on the right side chest of their official match day jersey. The logo will also be prominently visible during on-ground matches of the franchise. Greenply’s marketing team has devised several initiatives to amplify the partnership and foster engagement with the audience of the state. Among them is the special anthem song ‘jalwa dikhega’that encapsulates the spirit of the game and invokes the regional pride of Uttar Pradesh. Another is a series of flash mob activations planned across five cities of Uttar Pradesh – Agra, Lucknow, Varanasi, Ghaziabad and Kanpur – to bring the Greenply brand closer to cricket lovers. Yet another initiative is an online game for the trade and influencer partners to generate more engagement.
Greenply’s joint managing director and CEO Manoj Tulsian states that Uttar Pradesh being a key market, the company expects the association to create a significant and positive impact amongst its target consumers. “India is a cricket frenzy nation, and this partnership will help us build high brand recall and reach amongst our target audience. We look forward to a very successful season for both the brands.”
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Greenply’s upcoming investments in Uttar Pradesh include an owned manufacturing unit at Sandila Industrial Area in Hardoi; besides one unit in Hapur and two in Bareilly through partnerships. Together these units will accord the company a production capacity of 31 million sqm per annum and additional revenues of over Rs 550 crore, besides providing employment to nearly 1,600 skilled and unskilled persons. The company clocked a turnover of Rs 1,024 crore during FY 2020-21.
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