The Rs 2,300-crore laminates major Merino Industries has been undergoing a quiet transformation, in preparation for the challenges and opportunities of the coming decade. “Sustainability, design thinking, OEM empowerment will be growth engines at Merino over the next 10 years,” says Manoj Lohia, director of sales and marketing. In a significant move, the company commissioned a 0.33 million cbm/year chipboard facility at its Halol complex in Gujarat in February this year.
Lohia asserts that the furniture and interiors sector will have to take on the twin responsibilities of mitigating climate change and skilling the workforce for the digital age. Here, he talks about the growth engines at Merino and some of the key initiatives the company is taking to fulfil its responsibilities as a corporate citizen.
What are the megatrends impacting the housing and consequently the home improvement industry in India? How does Merino plan to ride these trends over the next 5-10 years?
India’s housing and home improvement industry is being shaped by several megatrends, including sustainability, digitalisation, and heightened design preferences. At Merino, we’re riding these trends with innovative products and an approach that integrates style and functionality over the next 5–10 years.
Our focus on sustainability is reflected in products like FABWood, which offers eco-friendly alternatives to traditional wood, aligning with the increasing consumer demand for sustainable choices. FABWood, which is also India’s first Health Friendly Super Strong (HFSS) chipboard, will be the way forward as we move towards sustainably sourced options.
In terms of design and finishes, our Special Laminates range stands as our USP comprising Feather Touch, Infusio, and Laminature besides specialised ranges like the TUFF GLOSS MR+. These laminates combine the best of aesthetics, incredible design and textures, coupled with exceptional precision, to cater to modern minimalist trends. Moreover, Curations by Merino offers a carefully selected range of laminates that reflect global design trends, allowing us to cater to diverse customer preferences.
Additionally, premium products like Luvih bring a perfect balance of durability and aesthetics, combining advanced technology with versatile design applications.
We also recognise the important role of interior designers. We work closely with them to bring marquee projects to life, by equipping them with trendsetting and thematic product catalogues that transform spaces.
For the end customers, we have integrated all our touch points. From the first point of contact through the website or marketplaces, we deliver them an exceptional experience through an omnichannel model which comprises the retail store, web, mobile and social media.
Over the next decade, Merino will continue investing in product innovation and technology, while training manpower at the grassroots to ensure our team is equipped to meet the ever-growing market demands.
Like other industries, the home improvement industry is also being impacted by technology, innovation, and a start-up culture. What is the imperative for legacy players to transform themselves? Has Merino taken any initiatives to bring better value to its OEM customers?
We at Merino understand the transformative forces shaping the home improvement industry, particularly the role of technology and innovation. As a legacy player, it’s essential to stay ahead of these shifts to continuously deliver value. In FABWood, Merino has developed a product exclusively for OEMs that aligns with this evolving business needs.
FABWood features Merino’s proprietary Chip-weave technology, which ensures category-best screw-holding capacity, making it ideal for demanding applications. This advanced technology enhances load-bearing strength, offering superior durability and resilience compared to traditional materials. Additionally, FABWood is a health-friendly material with low emissions. It is also free from formaldehyde, thus ensuring it meets stringent environmental standards. This makes it safe for homes and ideal for eco-conscious consumers.
Beyond its core material strength, FABWood has been engineered for easy machining, a critical factor for OEMs who require precision and efficiency. By educating OEMs about the product’s unique properties, such as its durability, incredible load-bearing capacity, and long-lasting finish, we are ensuring that they can unlock the full potential of their manufacturing processes by using this material. We thoroughly understand that it’s not only about producing strong, innovative materials but also supporting our partners at the grassroots level, enabling them to leverage these innovations fully.
The housing and construction industry, being a major contributor to carbon emissions, is going to be most seriously impacted by the government’s commitments towards climate change mitigation. What can the furniture and interiors industry do to achieve net zero? How are you planning to transform your operations to align with national goals?
The housing and construction industry indeed has a significant role in reducing carbon emissions, and this responsibility naturally extends to the furniture and interiors industry as well. Achieving net zero isn’t just about one-off initiatives, but about transforming operations from the ground up, something we’ve been actively pursuing at Merino.
One of our key sustainability initiatives is Project Nirmal, which has already yielded promising results in reducing our environmental footprint. Through this initiative, we’ve focused on reducing waste, optimising water usage, and improving energy efficiency across our operations. This project aligns with national climate goals by minimising resource consumption and encouraging responsible production methods.
A big step forward has also been the development of E1-grade chipboards used in FABWood, which are sourced sustainably through agroforestry practices. We are collaborating with farmers with a pledge to support one crore saplings, to create sustained raw material demand without bringing extra load on the ground resources. Moreover, the HFSS benefits are what distinguish FABWood from the rest. Complying with the most stringent European standards, the health-friendly element of FABWood ensures a significant reduction in harmful formaldehyde emissions that are carcinogenic and detrimental to health.
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If you look closely, you will see that our transformation isn’t just internal. We have been working in harmony with the SDGs (Sustainable Development Goals) as per the global standards to combat climate change. Through relentless emphasis on sustainability at every stage, right from raw materials to end-of-life recycling — we’re committed to helping the furniture and interiors industry move towards a net-zero future. And we are convinced that sustainability will be among the most significant growth engines at Merino.
How serious is the concern for employability? Is growth in the home improvement industry being stifled due to a shortage of suitably skilled workers? Has Merino taken the initiative to encourage the youth to build careers through skilling?
Employability is indeed a serious concern in this industry, as the demand for skilled workers continues to rise. The industry’s growth can be stifled if there’s a shortage of workers with the right expertise, particularly in new technologies, advanced materials, and modern design techniques. However, at Merino, we’re undertaking this challenge head-on by investing in skill-building initiatives to encourage the next generation to pursue careers in this space. In collaboration with the Furniture & Fittings Skill Council (FFSC), we have worked to bridge the skills gap. Under this collaboration we have provided training programs and certifications for carpenters through RPL (Recognition to Prior Learning) sessions where product and usage techniques are further showcased to them, making them well-versed in the functioning.
We also hold contractor meets and conduct informal product orientations for them, ensuring that contractors and carpenters stay updated on the latest advancements in materials and design. To address our internal growth needs, we’ve also taken on 35 sales trainees in recent recruitment drives, which reflect our emphasis on grooming young talent for long-term careers within the industry.
