Greenply Samet is filling the quality gap in the furniture fittings industry, says CEO Venkatesh V. He asserts that while several brands are operating in the Indian market, channel partners and OEM customers have a preference for dealing with brands which have strong manufacturing infrastructure within the country.
The Greenply Samet joint venture, which started commercial production at Vadodara in March 2024, produces hinges and telescopic slides with BIS certification.
“We offer a comprehensive range of furniture fittings including hinges, slides, under mounts and lift-ups. While production for hinges and slides has started, we expect to start manufacturing the other products this year. Greenply Samet is filling the quality gap that exists in these categories.”
Venkatesh explains that Greenply Samet is the coming together of two leaders, each with a legacy of quality and market leadership. While Greenply has been a dominant player in the Indian plywood sector, Samet is a leader in Turkey and has a presence in over 80 countries. Both are family-led and professionally managed enterprises that aim to grow their markets on the pillars of technology, quality and industry best practices.
“Greenply and Samet have come together to bridge the gap in the quality segment of the furniture fittings market in India. While several Indian and international brands operate here, most do not manufacture domestically. We believe this is a key reason for the slow development of the furniture industry, which demands quality, assured supplies and product innovation. At Greenply Samet we aim to support the industry with a combined legacy of Indian roots and global technology.”
According to Venkatesh the plant is a state-of-the-art facility with automated operations, and all the critical processes are undertaken in-house. “In my opinion, this would be one of the most advanced production facilities available in the country.”
The company has appointed around 100 retail partners and aims to increase this number to 500 in the current fiscal. Retail partners in tier 1 and 2 cities will also be signed up so that the brand can reach those markets where demand for housing and furniture is growing significantly.
While asserting that Greenply Samet is filling the quality gap in the Indian market, Venkatesh explains that the company is making it interesting for partners to do business. Besides healthy trade margins, they will be supported with timely deliveries so that their investments are not unnecessarily blocked in inventories. Instore branding, merchandising, and other BTL initiatives including carpenter meets, loyalty programs, industry networking events and digital promotion are being undertaken to provide local support.
“We understand that retailers are the key influencers in this business. Nearly 70 per cent of the industry’s revenues come from the retail channel. Retailers are also associated with design professionals and interior contractors. Therefore they have a good understanding of the needs of the market. At Greenply Samet we are working closely with our partners to strengthen brand visibility and increase our share of the pie.”
Greenply Samet’s outreach to furniture OEMs is more nuanced, says Venkatesh. “OEMs take time to come on board. That’s because they have many more considerations besides price. We work with them to build confidence in our product and brand. Our engagements include plant visits, technical meetings, product testing, and sharing industry best practices. The furniture manufacturers who have seen our infrastructure are quite impressed and we have already onboarded some of the key players.”
Venkatesh says that the government’s policy push in the form of Quality Control Orders, which make BIS certification mandatory for furniture as well as the components and raw materials, is a timely step.
“This is a game-changer. With increased investment and a stronger focus on quality, we expect rapid industry-wide adoption of superior products. As a domestic manufacturer backed by global technology, we are well-positioned to lead this shift and make the furniture industry more efficient and innovative.”