volume 03. issue 06.

november-december 2021

from the publishers of

Art should be born from the materials.

Jean Dubuffet
INSIDE:
TOP MATERIAL CHOICES OF THE YEAR
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07 Edit note
editor & creative head
sylvia khan
sylvia@ifj.co.in

assistant editor
08 Likes mignonne dsouza
mignonne@ifj.co.in
08 CÀOS editorial consultant
10 ESMÉE shailendra mehta
12 MODERN CLASSIC HOME shailendra@ifj.co.in

14 LE MARCHE editorial correspondents

aadrita chatterji
16 LEXUS SHOWROOM aadrita@ifj.co.in

M+ WriteTank
18 Transformation
studio head
18 CAVOUR 82 harish raut
20 COLOUR ME HAPPY harish@ifj.co.in

22 ETHAI CAFÉ to contribute editorial matter

24 HILL COUNTRY WINE CAVE edit@ifj.co.in

to advertise / subscribe
pooja tawde
26 Materials subscribe@ifj.co.in

28 Industry overview
28 concrete
34 Fiber cement board
40 Marble
46 PLYWOOD
52 LAMINATES
58 Wooden flooring
64 GLASS
70 CERAMIC TILES
76 leather
82 PAINT
published by
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As we come to the end of another

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concrete and leather to tile, we’ve done a deep dive
into the industries to better understand where the
materials we use, come from.

This edition of M+ is a response to several requests

from both architects and students to compile the
information into one edition, for easy reference. We
have been happy to comply, being always all about
the user and especially the student community,
who we have special focus to, in these editions on
material. In this we present the changes in material
Looking for an ideal usage, the new products and the technology behind
them all. We trust this will be a useful and edifying
VENEER MANUFACTURING DESTINATION... edition that you will value and refer to while
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EDIT NOTE
 text M+WriteTank
photos andrea bartolozzi photographer

CÀOS
Silvia Bini, Viareggio
Commission: Studio Svetti Architecture, Italy

Materials used:
Metal, plaster, silk velvet, polished concrete.

The Càos store is the last of the projects carried out by the Tuscan
entrepreneur Silvia Bini, who is a reference name for luxury retail.
Characterised by the simplicity of lines and shapes, it is dedicated to
prestigious brands such as Valentino, Gucci, Fendi, Celine, Saint Laurent
and Stella McCartney. Located in the former Sorelle del Mare on the city’s
waterfront, which eliminates partitions. Spread over 800 sq. m., the space
features a staircase in a tripe-volume along with a minimum use of materials.

The space is dominated by the metal

furnishings, rough plaster walls and silk
velvet upholstery. The floor is the result
of a mix between polished concrete
and aggregates from the local quarries.
Handcrafted metal sheets, three millimetres
thick support the display, and emphasise the
products against a dark background.

LIKES
 text M+WriteTank
photos wichmann+bendtsen

Atelier Vime wicker lighting paint panels. The banquettes

ESMÉE
above the tables, one would
find large trees and greenery
in the areas. Neutral grey and
green comprise the colour
palette, which maintain a light
are upholstered in deep-
green leather Nuance seats,
which maintain a patterned
Dedar fabric. These booths sit
alongside the Loafer Chairs,

Copenhagen softness. Rustic chalkstone

floor sourced from France is
diagonally-striped across the
which maintain a bistro-
style upholstered bentwood
Gebrüder Thonet Vienna 144
Commission: Space Copenhagen, Copenhagen canvas along with floor-to-
ceiling Belgian linen drapes
chairs.

from Astrid. It leads to a courtyard

Materials used:
Alabaster, stone, leather, paint, hardwood,
alu-rattan.
Near the Royal Danish Theatre and
Charlottenborg Palace, the restaurant
spread over 630 sq.m. is located in the
King’s Square. It pays homage to the classic
French brasserie and cuisine, which works
with a dreamy, vibrant and comfortable
aesthetic. It marks the reopening of
Denmark’s hospitality industry, which
brings together rustic and contemporary
influences for an approachable and
timeless culinary experience. It is inspired
by the Mediterranean design; the Southern
Europe dining ambience is echoed
throughout.
Starting as a relaxed morning coffee area,
the restaurant is appropriate for a light
business lunch, evening cocktails and
exquisite dinner by Chef Andreas Bagh.
November-December 2021
and outdoor dining area
Coming to the main restaurant, surrounded by trees, featuring
Inspired by the La Belle Époque in France,
it features original columns a U-shaped bench seating
the restaurant classic French dishes with a
that divide and vertically made from Cumaru hardwood
Nordic touch. The Pierre Chareau fly lights
expand the height. Mirrors that patinates over time.
are made from alabaster panels in sculpted
create depth in the sand- Neutral-coloured Sika Design
and geometric shapes.
coloured interiors, with St. Leo exterior dining chairs made
marble-effect paint and matte in alu-rattan with taupe cushions. The restaurant also features an open kitchen
The high-gloss handpainted deep plum bar
in the second dining area at the opposite, which has
is on the left of the main entrance, which
table and booth seating alongside the Kongens Nytorv. A
references the classic Copenhagen front
multipurpose room lies beyond the kitchen, which can
doors. A natural stone countertop in a dark
be closed off for private dining. The firm worked with
red and burgundy palette complements the
Studio Oliver Gustav for a vintage Italian cabinet that
interior’s neutral colour palette, along with
serves as a waiter’s station and focal design piece.
a Sorensen Leather Nuance upholstered
plum leather high bar seating. Acting as
a standalone bar and focal point, natural
light streams through the windows behind
the bar. This opens out to the outdoor area
at the front, which has lounge seating and
high tables.
Moving deeper into the restaurant, the
light filters from the bar into the intimate
dining spaces. With large-scale handcrafted

LIKES
 text M+WriteTank

MODERN CLASSIC HOME

Hyderabad
Commission: Inhabit Co., Hyderabad

Materials used:
Teakwood, cement tiles, brass, wood.

Located at the outskirts of Hyderabad, the 4BHK

residence spreads over 4500 sq. ft., the visitor is
welcomed into the home through a teakwood door
dining table and brass pots. The mini-bar is
with carved iron grilles. Arches and vintage ceiling
designed with teak finish and a built-in wine
beams visually increase the ceiling’s height, along
rack, along with bespoke modern-classic
with using bright colours to create a comfortable
furniture made from salvaged wooden frames.
and rustic atmosphere. Cement tiles add colour
and character to the design, which are used in the
The stairway corridor features industrial
kitchen and bathrooms.
design lighting, which perfectly complements
the garden. The master bedroom features
The tabletop in the kitchen is highlighted with
pastel colours, modern pieces and clean lines.
storage space and the Edison Box chandelier for a
The design language includes soft teal walls,
retro chic look, along with a customised wooden
wooden walls and a vintage dresser.
November-December 2021

LIKES
 text M+WriteTank
photos suryan and dang

LE MARCHE
Gurugram
Commission: Group DCA, New Delhi

As the buyer enters, they are surrounded

Materials used:
Wainscoting, tile, metal, wood.
Translating to ‘The Market’ in French, Le
Marche brings gourmet retail service its
patrons, with stores in Gurugram and
New Delhi. The client wanted a space
that aligned with the brand’s identity and
spatial design scheme, while imbibing
a curated retail experience spread over
7000 sq. ft. The storefront features black
wainscoting panelling that extends to the
section glazing, which offers expansive
views of the interiors. The vermillion
logo signage assumes the centrestage,
complementing the otherwise
monochrome colour palette.
by focal LED screens that are used as
display surfaces. The anterior section
is inspired by the organic layout of the
communal marketplaces and bazaars in
the city, which is why high storage racks
are avoided.
The cash deck on the left hosts
miscellaneous items, while the right
is earmarked by a salad bar, cheese
display and open-oven pizzeria along
with compact seating spots. The central
zone comprises gondolas, which house
fresh produce and product inventory.
The organised retail section prioritises
the buyer’s comfort through the
calculated number of aisles and distance
between them for a seamless shopping
experience. The rack heights, spacing
and positions are ergonomically-driven
to elevate the zones’ efficiency.

The rear portion has a cold cuts
section and a wine and beverages
boutique, which offers customers with
independent enclosed areas in an
otherwise centralised store. The venue
also offers world foods, household items
and other items, and the black and white
November-December 2021
Customised task lights enable the
product range to remain the visual
focus, as compared to generic
ambient lighting. Spotlights mounted
upon the track systems illuminate
the area in a diffused light, which
also divert the focus away from the

interiors create the distinctive visual
identity. Harlequin checkered floors,
monochrome tiles, sleek metal partitions
and lighten wooden tones comprise the
design language.
utilitarian exposed ceiling (metal grid
and wooden louvered members).
They also visually guide the
customers through the layout, while
brightly illuminated signage enable
them to traverse the store.

LIKES

LEXUS SHOWROOM
Bengaluru
Commission: DS2 Architecture,
Bengaluru
Materials used:
Plexieglass, stone.
Spread over 800 sq. m., the
Lexus showroom blends the
cultures of Karnataka and
Japan. The project is located in
a part-commercial and part-
residential area with a dense
traffic influx, and the façade
November-December 2021
text M+WriteTank
photos sanjith seetharam
is derived from the iconic
grille designs of Lexus cars
that resemble a spindle. The
frame plays out in the external
façade as an L-shaped trellis,
and engulfs the showroom as
the main interior feature. Apart
from creating visual dialogue, The space is divided into free zone in terms of contextual hierarchy and
it frees the display area volume usage: customer zone, display zone, experience zone, wash area and the
and hides the service areas. mezzanine floor encompassing the Managing Director and conference
room). A jaali segregates the display area and customer zone, creating
an intimate sitting space for customer discussion. The patterns on the
partition are inspired by the Indian and Japanese greetings, namaste
and omotenashi. The L-shape unit facility uses the spindle identity,
as the Lexus logo orients itself towards to the entrance and become a
facility desk. The baffled ceiling is inspired by the car’s headlights, while
the backlight plexiglass jaali is inspired by the Vijayanagara dynasty. The
spindle-shaped light is inspired by the new-generation car’s body shape.
The hand-carved stone mural replicates the stone chariot from Hampi,
which is a UNESCO World Heritage site in Karnataka. The design also
brings a visual contrast between a 14th-century BC vehicle and a
modern hybrid vehicle.
LIKES
 text M+WriteTank
photos iuri niccolai

transparency, privacy and intimacy. The firm has maximised the height of
the original single floor environment, which creates a mezzanine floor for a
second bedroom, private bathroom and Turkish baths. A glass partition in

CAVOUR 82
burnished metal separates the two levels, along with adding permeability.
The rooms feature soft and natural tones that add a warm and welcoming
feel, such as petrol green in the living area and ultramarine blue in the
master bedroom along with slatted dark oak flooring.

Italy The restoration work involved demolishing a section of the original attic,
which allowed the firm to create a double-height space. As a result, the
single area is instantly transformed into a spacious and fuctional split-level
Commission: Pierattelli Architecture, Italy apartment. One enters into an open-plan living area with a compact Arcilinea
peninsula kitchen in a petrol-green colour, along with a freestanding Smeg

Materials used:
Glass, dark oak, marble, metal glass.

Geometry, light and colours are used to rethink

the intimate apartment in Florence for a young
professional. Stone and wood add warmth to the
room, while glass visually amplify spaces to create
a homely and inviting atmosphere without sacrificing
on individuality and comfort. Located near the
Giardino dei Semplici, the second-oldest botanical
garden in the world, the 65-sq.-m. split-level
apartment of a renovated single-floor attic space
on the top floor of a 19th-century palazzo. The
open-plan living area remains the heart of the
project, which also includes the master bedroom
and attic space accessed by a flush door ending at
the internal courtyard. Practical and comfortable
spaces are the priority, along with maintaining light,
fridge, Flos Zeppelin lamp, a Lema
Graceland table and the Arper Cila
chenille chairs. The living area leads
through the master bedroom with
ultramarine blue walls, an open wooden
wardrobe and parquet flooring. The
Lema Victoriano bed has a burnished
metal frame, a bespoke Carrara marble
bathtub and marble tiles through a
floor-to-ceiling glass door.

The attic room is create using the

November-December 2021

original height through non-invasive

structural additions, where a burnished
metal glass wall separates the upper
and lower levels for privacy. The attic
space includes a second bedroom in
sage green, which are repeated on the
furnishings and private bathroom.

Transformation
 text M+WriteTank
photos the fishy project
COLOUR ME HAPPY
Mumbai
Commission: Kaviar: Collaborative, Mumbai
Materials used:
Brick, metal, brass.
The client wanted to a reenvisage an
erstwhile dull stock builder apartment into
a colourful home, which spread across 1,222
sq. ft. Apart from the bold colours, patterns,
prints, textures and artefacts amplify the
space as it extends the client’s personality.
The code-approved red firefighting pipe is
functionally an important safety feature, but
is regarded as an eyesore to most residents.
Three existing red pipes are seen as linear
November-December 2021
elements running across the periphery, are however
replicated to form a seating element in the dining
space. Flowing across the ceiling and walls, the pipes
also form open shelving and lighting features.
Mid-way into the design, the firm discovered the
client to be a closet artist. A singular wall is converted
into a gallery with an artist, where the minimal
two-dimensional linework displays the client’s
artwork. Colour pops through the living and dining
spaces using patterns, prints and textures in the soft
furnishings. Though the bedrooms have individual
colour schemes, but remain true to the original
emotion of joy. In the grandparents’ room, several
older pieces are upcycled to create new furniture. A
deep-red Pichwai artwork adorns the wall within a
curved arch, which serves as a memento.
Mirrored full-height wardrobes add visual volume
to the master bedroom, while enhancing its light
quality. Deep green and mustard create an intimate
atmosphere, along with delicate brass elements.
Bricks, metal and action figures dominate the
children’s room, along with a full-height wardrobe
doubling up as a blank canvas.
Transformation
 text M+WriteTank
photos dirk weiblen

ETHAI CAFÉ
Shanghai
Commission: Quarda and Armando, Shanghai
Materials used:
Rammed earth, terrazzo, wood.

Tucked away in Shanghai’s busiest commercial basement, Kerry Centre, the

Ethai Café offers an innovative take on traditional Thai cuisine. It focuses
on simple and light dishes, which are created from healthy ingredients.
The earthy colour and material palette is based on central Thailand’s
archaeological sites, and the structures appeared to have been carved out
from rammed earth that envelopes the façade. Due to the site’s secluded and
constrained nature, the client wanted a peaceful and transient retreat from
the city life. The firm followed the direction concept an enveloping geometry,
along with low walls and ceilings.

An opening of the low wall reveals on a

banquette on the inside, which naturally guides
the customers through its entrance. This layout
gives customers privacy, while connecting them
to the public space. A dome-shaped ceiling
overlooks the customers, formed by a grid of
wooden beams that conceal the space’s lighting.
The rammed earth material further enhances the
quiet sobriety by alternating rough and smooth
textures, along with coarse terrazzo flooring.
The vertical surfaces are covered with white
arched tiles, along with wooden furniture and
grid ceiling. Artwork pieces constitute different
focal points of the restaurant, which bring a
traditional Thai touch.
November-December 2021

Transformation
 text M+WriteTank

HILL COUNTRY WINE CAVE

Texas
Commission: Clayton Korte, Texas
Materials used:
Board-form concrete, oak and elmwood, limestone, white oak,
Douglas fir, stone.
The response was to insert a human- The north-facing glazing is protected
Located at the eastern edge of the Texas Hill Country, the private wine
scaled and delicate wooden volume from the harsh summer by the bulkhead,
cave is a destination along the secluded river bend and ranch amenities.
into the volume, and a bulkhead the while providing filtered daylight to the
The project is designed in an existing excavated cave in the northern
restrained the loose limestone at the interiors. It also visually connects the
face of a solid limestone hillside, which is flanked by tall oak and elm
cave mouth. It also gives a surface outdoors; with over vertically eighty
trees. Heavy limestone boulders collected from the excavation, and lush
to stabilise the wooden insert, which feet of geology, the cellar sits below
vegetation further camouflage the cave’s entrance. The firm realized that
strategically conceals and reveals the the deepest part of the excavation. It
the wine cellar wasn’t watertight, as it wasn’t created for this purpose.
occupant while protecting it from is surrounded by white oak casework,
unwanted darkness and moisture. which provides storage for approximately

4000 bottles. Both raw and ebonized

white oak are mixed with vertical
grain Douglas fir wood for dropped
ceilings and wall panelling. This
contrasts the rugged and textured
concrete and stone that surrounds,
while the wooden insert in the
existing shell is designed to be
adaptable and flexible.

As the project focuses on

protection through underground
construction, with the earth serving
as the primary insulative buffer
November-December 2021

between the indoor and outdoor

environments. By lowering the
temperature dela between the
building and cave, the target energy
code and heating requirements are
reduced by 53.8 per cent and 35 per
cent respectively.

Transformation
 KNOW YOUR MATERIALS:
a quick history
650 BCE : Marble
It was around 650 BCE that the
Ancient Greeks began to build
their temples in stone rather
than timber. For them, marble
was simply the locally available
choice. However, it has gained
an aura of majesty after the
Romans & later Renaissance
builder went to great lengths to
acquire marble to emulate the
beauty of Greek Temple.
9000 BCE : Brick
with the first settlement
appearing in Middle East, the
first construction materials were
likely to have been sun-baked
clay bricks (one of the most
common construction materials).
November-December 2021
3100 BCE : Granite 8500 BCE : Timber
Limestone In 2010,archoelgists dated
the remains of a wooden hut
The Ancient Egyptians were
among the first civilizations
to build their monumental
structures in stone, primarily
using locally available granite &
limestone.
20 : Concrete
Though some may associate
concrete with modern buildings,
it has been in use since Roman
times, with Vitruvius outlining.
The famous ‘Dome of the
Pantheon’ we all know is the
world’s largest unreinforced
concrete dome.
unearthed in England to around
8500 BCE, making it the oldest
recorded evidence of timber
structures.
100 : Glass
Glass windows were another
Roman invention, with their
first appearance in Roman-era
Egypt. Made by simply flattening
blown glass, these windows had
poor optical qualities. Then after,
new glass manufacturing methods
emerged in the 12th in 13th century
known called ‘Broadsheet’
& ‘Crown Glasses’ which we
remember as an important
revelation of Gothic Cathedral times.
700 : Iron
We all know that iron has been
used in Roman Arches as ties.
Though iron has been used in
buildings for centuries, the first
known use of iron as a primary
structural material was in late
7th century China, when the Tang
Dynasty constructed a number
of cast –iron pagodas. After the
tang Dynasty’s demise, iron was
largely forgotten as a construction
material for almost 1000 years.
1866 : Asbestos
Though Asbestos had been used for
millennia, it wasn’t until 1866 that
it was first used as an insulating
material in a building. Over
the next century it began to be
incorporated in a huge variety of
construction materials thanks to its
fire resistant & insulting qualities.
However it use has dwindled,
since it was shown to cause a
range of health problems, it is now
outlawed in many countries.
1775 : Iron
reinvented
iron was rediscovered as a
construction material in 1775,
when it was used to build the iron
bridge in England. Iron bridge
Shropshire, England (1775) iron
structures were an important
feature in the industrial revolution,
the development of iron buildings
would lay the groundwork for the
modern steel industry.
1890 : Steel
Henry Bessemer Invented His
Modern Steel – Making process in
1855 ,but it was not until around
1890 that the process was refined
enough for construction. The First
steel constructions on both sides of
the Atlantic were the Rand McNally
Building in Chicago & the Forth
Bridge in Edinburgh. Over the
ensuing years, steel began to replace
iron throughout the construction
industry. Eiffel tower, Paris, France
built in 1989 made it most popular.
1950 : Reinforced
concrete
Reinforced concrete was invented
by Joseph Monier in 1849 &
patented in 1867. By combining
concrete with iron (and later steel),
Monier added tensile strength to
concrete, which made it possible
to of structural elements like
beams. Reinforced concrete
became the material of choice
for many modern architects from
1950 onwards like le Carbusier,
Louis Kahn, Kenzo Tango, Oscar
Niemeyer and many more.
1852 : Engineered
timber
The first use of engineered
timber was in the Church of St.
Luke in Formby, England, which
used something resembling
modern Glulam beams. However,
the invention of a range of
engineered timber products
can be credited to Otto Hetzer,
who patented a series of designs
beginning in 1892.
1926 : Plastics
The range & availability of
plastics increased dramatically in
the 20th Century. A PVC tensile
membrane was used for Fre
Otto’s design for the West German
Pavilion at the 1967 Expo in
Montreal, Canada.
1959 : Float glass
Though it had been used before,
It was in 1959 when Sir Alastair
Pilkington discovered a successful
way to industrialize Float glass
which was made by floating
molten glass on a molten tin
bath. This method allowed for
large panes of high quality glass
at a much lower price & has
contributed significantly to modern
architecture.
MATERIALS
 text shailendra mehta
inputs M+Writetank

concrete
What's nice about concrete
is that it looks unfinished.
Zaha Hadid
The cement era : early days In
India, the cement era began in 1914, when a cement
manufacturing plant was set up by the Indian Cement
Company Ltd. in Porbundar in Gujarat. By 1924, The industry speaks years. The cement industry is one of the eight
India’s cement production was 267,000 tons. However, According to Vivek Patni, Director, Wonder core industries of the country and contributes
the dependency on imported cement due to lower Cement, Udaipur, Rajasthan is the second- substantially to the economy. Construction
rates resulted in closure of many indigenous units. largest producer of cement in the world. He sector is the biggest employment provider
Subsequently, the Cement Manufacturers Association says, “One of the key drivers for the growth after agriculture.”
was formed in 1925 followed by the formation of the of the cement industry is infrastructure,
Concrete Association of India in 1927.This enabled the employing more than a million people, directly The cement production reached 334.48 million
local stakeholders to approach the government and the or indirectly. Ever since the deregulation of the tonnes (MT) in FY20 and was estimated to touch
British government constituted a tariff board, which industry, in 1982, the Indian cement industry 550 MT by 2020. (source: A report by Cement
recommended protection of the indigenous industry has attracted huge investments, both from Manufacturers’ Association). The industry is
against the dumping of the imported cement. When the Indian as well as foreign investors.” Elaborating dominated by major giants such as Ultratech
partition came, out of 24 factories from the undivided upon the recent strides of the cement industry, Cement, Ambuja Cement, ACC Cement and Shree
country, India retained 19 with an annual production Arvind Bodhankar, Joint Executive President and Cement. There are few regional players as well,
of 2.1 million tons. 1948, the government adopted Chief Sustainability Officer, Ultra Tech Cement with a significant capacity, such as, J K Cement,
the Cement Expansion Scheme which envisaged new and Director, Global Cement and Concrete J K Laxmi Cement and Nuvoco Cement. The top
factories to increase the production. New factories were Association (GCCA) says, “The growth rate of 20 companies account for almost 70 per cent
established at Bagalkot, Jaipur, Orissa, Travancore etc. In cement production in the first half of the last of the total production in the country. Vivek
1950-51, there were 22 operating units with an installed decade was around 5 per cent, however, the Patni says, “Statistically, a total of 210 large
capacity of 3.3 million tons. The target of the first five launch of the low-cost housing, smart cities cement plants in India account for a cumulative
year plan was to raise the installed capacity to 5.4 million projects and other infrastructure projects installed capacity of over 410 million tonnes
tons, which was achieved. provided a major boost to it and a steep rise (MT). 77 of these are in the states of Andhra
in the cement production was seen in last two Pradesh, Rajasthan and Tamil Nadu.”
The cement industry in India, severely restrained by the
November-December 2021

government for several years, was deregulated in 1982.

It gained complete freedom to meet the challenges of
free market competition due to the impending policy of
liberalization in 1991 and the industry was delicensed.
This resulted in an accelerated growth and availability
of state of the art technology for modernization. Most
of the major players invested heavily to maximize the
opportunity in the global markets and laid greater
focus on exports. The role of the government has been
extremely crucial in the growth of the cement industry. INDUSTRY OVERVIEW
 “The industry is engaged in the production of several varieties
of cement such as Ordinary Portland Cement (OPC), Portland
Pozzolana Cement (PPC), Portland Blast Furnace Slag Cement
(PBFS), Oil Well Cement, Rapid Hardening Portland Cement,
Sulphate Resisting Portland Cement, White Cement, etc., strictly
as per the Bureau of Indian Standards (BIS) specifications and
their quality is comparable with the best in the world, however
we manufacture Ordinary Portland Cement and Portland
Pozzolana Cement,” says, Raghunath Gupta Director BCC
Cement, New Delhi.

Market and manufacturing

According to Dr. Arvind Bodhankar Jt. Executive President &
Chief Sustainability Officer, UltraTech Cement ITM Group of
Institutions, Mumbai, Maharashtra, currently, the per capita
consumption of cement in India is around 235 kgs which
is far less than the world average of 563 kgs. “Thus there is
huge growth potential,” he remarks. The Government of India
announced a number of proposals in the Union Budget 2018-19,
directly linked with the sector’s growth profile. India is expected
to spend INR 645 billion in FY18-19 on the ‘Housing for All by
2022’ programmes and close to INR 6 trillion on infrastructure.
The government also plans to extend its rural road network
scheme connecting all eligible habitations under Phase III of
Prime Minister Gram Sadak Yojana (Prime Minister’s Rural Road
Scheme); set up new government medical colleges and hospitals, Besides the government sector the major buyers
renovate about 600 railway stations and suburban railway include individuals and organizations involved in house
infrastructure, and renew 26,000 km of railway lines. construction, real estate, infrastructure, institutional
projects etc. Cement is consumed by both rural and
urban markets. “The market is spread across the country
and the thrust on infrastructure development and
housing is a major demand driver for cement,” says
Vivek Patni.

a post-pandemic future
The cement and concrete industry has undergone a
massive hit after the lockdown. According to Vivek
Patni, the demand has contracted by 20 – 30 per cent
pan India, while Raghunath Gupta feels the demand
has been down by 40 to 50 per cent in Delhi and in
NCR, it is down by 20 to 25 per cent. Manufacturers
face issues of retaining the workforce and recurring
maintenance costs of the machinery and the plant.
Other stakeholders in the industry are also in dire straits,
according to Raghunath Gupta as he says, “The market
has completely stopped, the money is stuck and survival
has become difficult for traders.” Kiran Shah, Owner,
Shubhaam Concrete Floors Pvt. Ltd., Mumbai, feels the
most affected areas are the residential and commercial
MARCH-APRIL 2021

markets right now. He adds, “There is a funding issue

in these markets. Several players dependent on cement
trading and creating cement- concrete based products
are badly affected. The annual average turnover now is
50 percent down as compared to last year.”

INDUSTRY OVERVIEW
 The COVID-19 pandemic has undoubtedly obstructed
the steep growth seen by the industry in the earlier
years. Arvind Bodhankar says,”This outbreak has
caused unprecedented economic shock and the
cement industry is no exception to it. There is bound
to be a demand contraction mainly due to reduced
spend on Capex and slowdown in the real estate
sector.” He also adds. ” In terms of the future, the
post-covid-19 situation will be quite different. The
spending pattern of people will change; there will
be a tendency to conserve cash. However I am very
optimistic as far as cement sector is concerned;
the demand will start picking up from November
–December onwards. The extended monsoon in
most parts of the country will be over, road and
other infrastructure project will restart and migrant
workers would start returning.” His hopes do not
seem unfounded for the Indian cement industry
that has been on a sustained growth path, adding
capacity, driven largely by the construction sector and

the ambitious infrastructure projects announced by

the government from time to time. The slump in
demand is only a temporary setback and the Bureau
of Energy Efficiency India has predicted the cement
production in India to be 500 million tonnes by the
year 2020 and 800 million tonnes by 2030.

The future is bright, given the recovery of economies

and the restarting of construction. The Bureau of
Energy Efficiency India has predicted the cement
production in India to be 500 million tonnes by the
year 2020 and 800 million tonnes by 2030.
This lends credence to the opinions of the many
architects who speak, like Zaha Hadid, of the beauty
of the material.

Disclaimer: Views expressed by Arvind Bodhankar

November-December 2021

are his personal opinions and do not represent the

official views of Ultra Tech Cement and Director,
Global Cement and Concrete Association (GCCA).

INDUSTRY OVERVIEW

Fiber cement board
This latest alternative to dangerous asbestos
sheets is seen widely in dramatic exterior
facades and cladding.
When the one-time darling of the
construction industry, asbestos, was ousted in the 1970s,
when it was discovered that asbestos caused a rare form of
lung cancer, (mesothelioma) there was a space for a new
entrant. This was fiber-cement board, made of reinforced
fiber, cement and quartz sand making it the choice for
exterior cladding with high visibility in the A+D world.
Consequently, safer fibre alternatives like cellulose were
developed and the renewed fibre cement board quickly
gained wide acceptance as one of the most preferred
materials for cladding and roofing. FCB is not only the
oldest type of cement board, but also the most widely used
and produced.
November-December 2021
text M+Writetank
Fibre cement boards are made from cement, water, silica,
limestone flour and recycled or synthetic fibres or cellulose
pulp. Optional additives which could be used include silica
fume, metakaolin (Al2Si2O5), fly ash, calcium silicate and
flocculants (chemicals that promote coagulation).
The Hatschek process is the most common production
method in which unbleached cellulose fibres are re-pulped
in water and then refined before being mixed with cement,
silica and various additives. The mixture is deposited onto
a wire substrate, vacuum de-watered and cured to form
a cement board sheet. This process is well suited to the
production of roofing products and all applications where
sheets are directly exposed to harsh weather conditions.
However, the disadvantage of this process is
the accumulation of large quantities of waste
water. Besides, it can only produce fibre board
in sheet form.
Another method that enables the production of
three-dimensional blocks of fibre cement with
less wastage of water is the extrusion process. It
involves forcing a highly viscous mixture through
a shaped die. Multiple additives, including
binders, dispersants and surfactants are added to
achieve right viscosity, which also increases the
production cost.
The strength of FCB is dependent upon the
composite fibres in several ways and accordingly
they are classified as high density, medium
density and low-density fiber cement board.
Synthetic fibres such as Kevlar or carbon produce
the strongest board, which is both moisture
resistant and very expensive.
Strong features, wide applications
Fibre cement board is fire, moisture, impact and
decay resistant. Being lightweight makes it easy
to handle and transport. Printing any effect such
as wood or brick directly onto it with a texture
imitating plate, renders it highly decorative.
Fibre cement is easy to customize in terms of
visual properties and can easily be manufactured
to look like natural wood planks or shingles.
Besides being resistant to rust and chemical
attack, its vapor permeability nullifies the risk
of condensation. FCB is widely used in external
applications. However, due to its excellent
thermal and noise insulation properties its use in
interiors is also significant.
Nowadays, FCB is increasingly found in
residential, non-residential, industrial,
commercial and other spaces as laminated skirts,
internal cladding as window sills, partition walls,
fire protection, ceilings and floors. Externally it is
INDUSTRY OVERVIEW
 Various government projects announced by the Canadian
government, including the Affordable Housing Initiative (AHI),
New Building Canada Plan (NBCP), and Made in Canada, are
expected to fuel the demand for fiber cement boards in the
residential segment.

With a steady growth in population, the demand for

residential construction has witnessed an upsurge in the
recent past all over the world. Higher growth in the urban
housing sector, especially in developing economies such
as China and India, have led to a strong demand for new,
sustainable and nonconventional construction materials and
seen as cladding in the form of corrugated products such as fibre cement board.
sheets, planks, shingle slates, building
facades, flat sheets, roofing and others,
sometimes, in combination with timber,
steel and aluminum. It offers advanced dry
construction solutions in the interior and
exterior applications that maximize space
and time.

These boards are not only used to add

strength to the supporting structure but are
also used in the interiors as counter tops.
Due to its water-resistant nature, use in
bathrooms and kitchens is also common.
Cement boards are now preferred over
gypsum boards in commercial buildings
too, as they stand strong in the presence of
moisture and leaks.

Markets and growth

The global fibre cement board market was
valued at USD 13.43 billion in 2019 and
is expected to reach USD 19.89 Billion by
the year 2027, at a CAGR of 5.03 per cent.
Europe dominates the global market share,
with Germany leading the demand as the
largest economy in Europe and globally, the
fifth largest. It has the largest construction
industry in Europe accounting for nearly 3.3
per cent of GDP. Germany spends almost 10
percent of its EUR 298 billion annual GDP on
construction projects, where the residential
construction segment is expected to have a
steady growth. Various developed countries
in the EU are also expected to spend more
on the public infrastructure, and thereby,
increase investments through public-private
partnerships at the municipal level.

The commercial building segment held the largest
share in the fiber cement market in 2019, growing
at a CAGR of 8.35 percent. Asia-Pacific dominated
the market with a share of more than 35 per cent
during the forecast period. The economic outlook
for Asia-Pacific region appears encouraging owing
to the large economic developments in China,
India and other developing countries, where
rapid industrialization and humongous amount
of construction are primary demand drivers. In
Southeast Asia, Indonesia is another large and
fastest-growing market after the Indonesian
government started a program to build around
November-December 2021
one million housing units across the country with
a budgetary provision of USD one billion.
the perennial shortage of sand and water at the
construction site are other points in its favor.
The market for FCB is highly fragmented
with the presence of over sixty percent local
manufacturers and 40 per cent importers. The
total market size of this industry is estimated
to be in the range of INR 10. 5 billion and is
expected to cross INR 15 billion in next five years.
Government driven initiatives are expected
to be major demand drivers in India. Under
the Pradhanmantri Awas Yojana, the Indian
government provides interest subvention of
3 and 4 per cent for loans of up to INR 1, 35
million for the lower strata of society to buy
and build homes. The Smart City Mission, under
which the government plans to develop the
infrastructure of 100 selected cities with an
investment of $7.2 billion, and the Atal Mission
for Rejuvenation and Urban Transformation
(AMRUT) scheme estimated to spend $7.4 billion
to develop 500 cities by 2022 are certainly
perceived as potential demand drivers, and
speak to the potential of the market.
Growing popularity in India
Currently, FCB is predominantly used in
construction in Metro and tier II cities. It is specified
by an increasing number of Indian architects and
designers in some high-end hospitality, healthcare,
residential, commercial and institutional spaces.
Lack of product awareness and inhibitions attached
to asbestos seem to be the major challenges.
Another reason cited for reservations to use FCB is
high installation cost.
The consumption of fibre cement boards in India
is still very low at 0.28 kg per person, compared
to 12.5 kg per person in Australia and 3.4 kg. per
person in the USA. However, it is emerging as a
popular product with a growing awareness about
health and hygiene. Besides, compared to wood
and wood products it is cost effective and eco-
friendly ensuring a chemical free environment. It is
widely promoted as an eco-friendly green product.
Reduction in the construction time and the trend
of dry construction becoming a norm to bypass
the non-availability of skilled masons as well as INDUSTRY OVERVIEW
 text shailendra mehta
inputs M+Writetank

Marble
The construction segment dominated the
demand in marble during the last couple of
decades with an unprecedented growth in

Marble, I perceive, covers a

a range of projects. Increased use of marble
in flooring, stairs, platforms, pavements and
cladding in these projects fuelled the demand for
multitude of sins ! locally mined as well as imported marble.

Aldous Huxley The industry in India is highly fragmented

with a huge number of domestic as well as
multinational players operating in the market.
The major marble players operating in India
include Stonex India Pvt. Ltd., A Class Marble
India Pvt Ltd, R K Marble, Inani Marbles and
Industries Limited, Durga Marble and Minerals,
AGL Marble and Quartz, among others.
Leading producers in India

A glimpse of the industry The Over 80 per cent of the production of marble in
global marble market is worth over $50 Billion India comes from Rajasthan which has a marble
(Source:DecisionDatabases.com). Currently India is slab production capacity of around 1,000 million
among the world’s top ten producers of marble. The sq. ft. per annum. Gujarat is in second place with
implementation of new liberalization policies in 2016 about a 10 per cent share of the industry and the
reduced several norms and restrictions on setting up rest is shared by States of Andhra Pradesh and
marble factories as well as on importing marble into the Madhya Pradesh.
country, positively impacting the market.
Over 95 per cent of the total marble processing
centres in the country are located Makrana,
Jaipur, Alwar, Ajmer, Udaipur, Nathdwara,
Rajsamand, Abu Road Banswara, Chittorgarh and
Kishangarh in Rajasthan. In Gujarat, processing
units are located at Ahmedabad, Ambaji and
Vadodara. These areas, with a rich tradition
of stone processing and carving jaalis, pillars,
garden furniture, floral and other designs by
expert craftsmen were always seen as important
centres for sourcing marble slabs as well as
finished products.
November-December 2021

Kishangarh, located near the historically well-

known city of Ajmer, in Rajasthan, is Asia’s

INDUSTRY OVERVIEW
 largest marble market. Almost two-thirds
of its total 150,000 population is directly
or indirectly dependent on the stone
industry. Local entrepreneurship has
transformed Kishangarh into a global
center for domestic and imported marble
and granite.
With more than 50,000 marble sellers,
suppliers, manufacturers, exporters
and importers, the town generates an
annual business of over INR 120 billion.
The market size of imported marble in
Kishangarh is around INR 50 billion of
which branded players account for over
INR 10 billion according to the Kishangarh
Marble Association. There are over 1,000
gangsaws, 5,000 edge cutting machines,
around 25,000 godowns and more than
50,000 traders in Kishangarh, which also
has a flourishing market for the power-
loom and ball mills sector.
A wide range of product
Marble, one of the oldest and the most
beautiful of metamorphic stones is formed
when limestone is subjected to immense
pressure for a long period of time. Popular
in ancient Rome and Greece, it was widely
used to construct a variety of structures,
from hand-held sculptures to massive
November-December 2021
pillars. In India too, the famed Makrana
marble, a type of white marble, has
been popular in sculpture and building
décor for centuries. Mined in the town of
Makrana in Rajasthan, it was used in the
construction of several iconic monuments
such as the Taj Mahal in Agra and the
Victoria Memorial in Kolkata. Makrana
marble is listed as a global heritage stone
resource by the International Union of
Geological Sciences.
Not only premium grade marble, but
semi-precious stones, granite, travertine,
onyx, limestone and composites sourced
mainly from Italy, Spain, Greece, Brazil,
China, Vietnam, Egypt and Turkey are also
processed in Kishangarh on a large scale.
Om Prakash, Owner, Payel Enterprises,
says, “Kishangarh offers about 10,000
varieties of marble starting from INR 20
per sq ft. There are newer varieties such
as Vietnam white marble which is very
delicate and meant for wealthy people.”
Over half a million tonnes of raw stone
is imported through ports across Gujarat
and Maharashtra and processed annually,
which constitutes around 50 to 60 per cent
of the country’s total raw stone imports.
Narendra Singh Panwar, Director
Rajputana Marbles, Bhilwara, says, “Italian
marble quarried from Northern
Italy, usually available in slabs
has a very high luster. It is softer
compared to Indian stone and has
a crystal-like appearance. Indian
marble has a medium luster.
Both are commonly available in a
thickness of 18-20 millimeters but
the thickness of Indian marble can
go up to 30 millimeters.”
Some processing units import
state-of-the-art machinery from
Europe. While big players have
several cutting machines with 50
to 100 blades that cut large stone
blocks weighing up to four tons into
plates or slabs of desired thickness
in 12 to 15 hours, smaller units
have one or two cutting machines
that produce a turnover worth
INR 250 to 300 million annually.
A few players have gone to the
extent of using the most advanced
automated technology that almost
eliminates human intervention,
right from cutting to polishing and
lamination of finished slabs.
Changing times, changing trends
Marble is no more a luxury
patronized by a privileged class.
Mukesh Patodi, Owner, Patodi
Stones, says, “The popularity of
marble is seen across the rural
and urban middle class across the
country. The application of marble
has become a status symbol among
the middle and upper middle class.
However, institutional sales account
for almost 70 to 80 per cent of the
total turnover.”
While there are many options
available in the market today,
marble continues to be an
evergreen trend for all, according to
Rajesh Bhandari, Director, A-Class
Marble India Pvt. Ltd. “This is
also because marble is available
in a broad range of colours,
patterns and designs. A smooth
finish and luminous appearance
after polishing makes it the most
preferred material for interior
designers. It is easy to clean, has
a high resistance to fire, and is
INDUSTRY OVERVIEW
 extremely durable and long lasting. Marble is also a symbol of
elegance, versatility and exclusivity and forms a staple in the
spatial design of luxury hotels owing to its regal appearance,”
he adds. Referring to the swarm of retailers, distributors
and traders from all over India who come to Kishangarh
to buy marble, Shahbuddeen Noor Mohammed, Owner,
Rameshwaram Granite, Kishangarh who caters predominantly
to the markets of Delhi, U.P., Punjab and other areas in north
India as well as Gujarat and Maharashtra, says the markets
are growing. He says, “We have regular supply to Mangalore,
Bangalore and several other areas in Kerala and Tamilnadu
despite the growing trend to use ceramic and artificial stone”.

The marble market in the Asia Pacific region is projected

to grow at the highest CAGR between 2020 and 2025.
China, India, Japan, and South Korea are the lucrative
markets. The growth can be attributed to increasing
demand for marble from the region’s construction
industry in residential and commercial infrastructure,
particularly in China and India.

The coronavirus lockdown had severely affected the

trade, which is limping back to normalcy, according to
Narendra Singh Panwar. He says, ”The administration
has allowed industries to gradually begin production,
provided safety guidelines like masks and sanitisers are
followed and marble units will be fully functional as the
labour returns. However, the industry will not be fully on
track till the real estate and construction industry is fully
operational to generate a demand.”
November-December 2021

INDUSTRY OVERVIEW
 text M+Writetank

PLYWOOD
Industry reports indicate that 75 per cent of the
market is dominated by unorganized players, most
with a local presence and limited reach. One of
the major hubs where both organized as well as
unorganized players produce a whopping 50 per
cent of the plywood in India is Yamunanagar in
Haryana; aptly called the ‘plywood capital of India’.
This hub also exports ply and other wood products

Plywood is the core material to shape

to other countries.

your ideas into your dream furniture.

Head Designer, Nomi Art Furniture.
The Indian market The Indian plywood What is plywood ?
Plywood, manufactured by assembling thin layers of
Market drivers
Driving the market are the top-level brands
industry has come a long way from forty three
wood veneers bonded together using powerful adhesives, whose business isn’t directly proportional
manufacturing factories before Independence. It touched
is the most ubiquitous material in modern interior to prevailing market conditions. These are
a market valuation of US$ 4.4 billion in 2018, growing at
design and furniture. While softwood plywood sheets are companies who maintain steady production and
a CAGR of 4.8 per cent between 2011 and 2018, fuelled by
commonly used in the exterior of a structure, hardwood sales, regardless of profitability, for reasons of
the housing boom over the first decade of this millennium.
plywood is used for the production of furniture and brand recognition, product quality, and a good
Urbanisation, rise in investments in real estate and
other interior applications. In India, almost two-thirds of sales team. These are the players helping the
international design influence in residential, office and
the total plywood production is consumed by furniture market to grow and manage good margins too.
hospitality spaces, introduced diverse product ranges of
manufacturers.
furniture that pushed the demand. Growth in income also
Mid-level companies may not have the best
resulted in increased expenditure on furniture. Efficient
The market is segmented into commercial and residential turnover and may not help in the market boom
distribution networks and exclusive showrooms of furniture
sectors with the residential sector the larger consumer but they offer good deals in their quest to grow,
manufacturers also indicate the unprecedented growth in
with more than half of the total share. In the commercial without compromising on quality. These are
the plywood markets over the last couple of decades. It is
segment, office, hospitality and industrial spaces generate the players who cause the pricing to become
further expected to reach a value of US$ 5.7 billion by 2024.
more demand. indefinite and who keep the market unorganized.
(source: IMARC, Indian Plywood Market).
November-December 2021

INDUSTRY OVERVIEW

In addition, there are factory owners who bulk produce
and whose pricing is volume-based. These further rattle
the market but have insignificant annual turnovers
and their pricing policy varies from day to day. Such
risk-takers are always ready to experiment and work
hard and are not dependent on the government or
associations for decisions and policies.
Some of the leading organized brands with a pan-India
as well as international presence include, Greenply,
Century Plyboards Limited, Merino, Kitply and Uniply.
They dominate the organized market with a share of 52
per cent (Source: Televisory Research).
Up until 10 years ago, organized players dominated
the luxury plywood segment while unorganized
manufacturers had the lion’s share of the mid and
lower end of the market. This was mainly due to the
November-December 2021
price difference between organised and
unorganised segments is expected to
drop considerably post-GST (Goods and
Services Tax) with a rationalization on
plywood from 28 to 18 per cent.
The pre-GST, tax structure differed
considerably. Plywood dealers paid
excise duty at 12.5 per cent and VAT
(Value Added Tax) stood at 12.5 per
cent in most states and 5 per cent in
a few states. Post-GST, the excise duty
is replaced by a central GST and VAT
is replaced by state GST. The cost of
purchase of branded plywood is further
reduced by 10 per cent due to the credit
provided by CGST (Central GST) and SGST
(State GST) to the dealers. This significant
reduction is bound to influence the
purchase of high-quality branded
products by paying a minimal premium.
promoters of the bigger brands pushing for exclusive
and quality products. However, post GST, the price gap
between the offerings of organized and unorganized
players have reduced, leveling the playing field for all.
Everything changed with GST
Over the last decade or so, the organised sector grew
at a CAGR of 12 per cent, suggesting a bias towards
this segment. Players within the organized sector
consistently increased their budgets on advertising in
electronic, print and social media in a brand building
exercise which saw a consistent rise in consumer
preference towards branded products. With the upper
hand in volume and supply chain, they have been able
to provide better product innovation, wider choices and
warranties. This has certainly influenced consumers
to pay a premium for a quality product. However, the
INDUSTRY OVERVIEW
 Besides, the exemption limit for GST is considerably
lower at INR 20 lakhs. This brings most of the
unorganised players under the GST net, resulting in
further reduction in the price differential.

A brighter future, post-covid

With markets slowing down due to the worldwide
panic over COVID-19, there is no fixed survival mantra
for manufacturers. The growth in cultivated areas
under agroforestry schemes is hoped to re-energize
the market with a continuous flow of raw material
and other measures such as provision of capital
for control over purchase and stock, might help
businesses through the year.

However, as the growth in demand for plywood is

directly proportional to that of housing, the Pradhan
Mantri Awas Yojana initiative to ensure ‘Housing

for All by 2022’ offers a glimmer of hope for

both construction and raw materials. Under
this scheme, the central government plans to
reduce the housing shortages in the country,
which at present is 60 million units, by building
110 million houses across 205 cities in nine
states over the next seven years.

A growing urban population also augurs well

for the sector. Roughly 33 percent of the overall
population of India resides in urban areas and
this is anticipated to reach 40 per cent by 2030.
The replacement and redevelopment market
demand, triggered by a quest for a better
standard of living, is also a huge potential
driver. Currently, the replacement cycle for
furniture, estimated to be 8-10 years, is likely
November-December 2021

to come down to 5-7 years, ensuring a steady

growth in the replacement market.

INDUSTRY OVERVIEW
 text shailendra mehta
inputs aadrita chatterji

LAMINATES
The beauty of laminates is their wide range of
applications. It is the most under-rated material !
Lalji Vishwakarma, Carpenter.
Laminates are primarily \The product and market The market is segmented based on
a decorative top layer in home furniture like As wood-based products, the plywood and production and distribution channels,
cabinets, cubicle storage units, countertops, laminate industries are usually clubbed together. and the unorganized market accounts
table-tops, and cupboards. They are also used While plywood is a strong, thin, wooden board for a significant share of the industry.
in wall panelling, column cladding, vanity made from two or more layers pressed and Jikesh Thakkar, Honorary Secretary, Indian
units, office partitions, shelves, signage, etc. glued together with their grain rotated up to Laminates Manufacturers’ Association
According to Elvis Limbani, Founder, Neptune 90 degrees against one another, laminates are (ILMA) and Executive Director, Rushil Décor
Laminates Pvt. Ltd., Rajkot, laminates are prepared by pressing thin sheets of wood, plastic Ltd., Ahmedabad, says, “The current market
widely used in residential, commercial, resin, and flat paper along with a decorative size of the Indian laminate industry is
hospitality, retail and industrial sectors. “They upper layer. In plywood, the grain of alternate around Rs. 35 billion. Out of this, the share
are often used upon surfaces of wood panel layers is crossed, in general, at right angles, of the organized sector is around 40 per
products like plywood, particle boards, and whereas in laminated wood, it is parallel. In cent,” Almost 30 per cent of the country’s
MDF,” he says. India, plywood is the most demanded wood- laminates are supplied by units based in
based product followed by laminate. Ahmedabad and Morbi.
November-December 2021

INDUSTRY OVERVIEW
 Consumer preferences and demand
Changing buying patterns and increased demand for good quality and
branded products has brought about a shift in the market. This shift has
occurred primarily due to urbanization and higher disposable income, feels
Atul Patel, Founder, Bell Laminates, Morbi. “Apart from this, increasing urban
population, rising per capita income and a gradual shift towards the non-food
industry have driven the growth of the laminates industry in India,” he says,
adding, “Laminates are more popular in urban areas in India. Of courses,
tastes differ from state to state, and we primarily cater to interior designers,
engineers, and end-users as well. The laminates market is better suited for the
middle-class segment, as the upper classes prefer veneer.”

The top four players in the organized

sector include Green Ply Industries
Ltd., Merino Industries Ltd., Century
Ply Board (India) Ltd., and Rushil
Décor Limited. These big players also
export overseas besides catering to
the Indian markets. Indian decorative
and industrial laminates generate high
demand in North America, Europe,
Asia Pacific, West Asia, Australia, and
Latin America. According to industry
insiders, the Indian laminate industry
has been growing steadily at four to
five per cent year-on-year. The growth
has been primarily in the organized
segment. Meanwhile, the growth in the
unorganized sector remained almost flat,
which has propelled several unorganized
players to join the organized sector.
The implementation of the goods and
services tax (GST) will provide an impetus
to the laminate industry. Currently,
laminates attract an 18 per cent GST,
while total combined taxes were at 28
per cent during the pre-GST era.
November-December 2021

INDUSTRY OVERVIEW
 Increasing demand from housing is driving the need for
laminates, which have become an indispensable part of
an evolving real-estate industry. According to Pravin Patel,
Director, Airolam Laminates, Himmatnagar, the furniture
market, modular kitchen market as well as the flooring
market have undergone several changes in design which
has impacted the laminate industry. “Architects and
designers strive for international standards in their designs;
therefore, ten per cent of our designs every year are new.
The paper used in these new products is sourced from
Europe,” he says.

With increased awareness, specifiers and end-users now

prefer to touch and feel the product before buying.
Amit and Meeta Maheshwari, Directors, Grandeur: The
Laminate Studio, Bengaluru, say, “Apart from new designs
and textures, clients look for zero-maintenance products.
With the emergence of digital laminates, creativity has no
bounds. Also, the quality of the laminates has improved
over the years. During the earlier days, customers
would choose products from a folder with samples
of 8 by 4 inches, but now customers want to buy
what they see. Experience centers and studios have
become new destinations for the choice.” Atul Patel
adds, “During the last decade, we have participated
in several exhibitions, as display and experience play
a key role in decision-making now.”

Future positive
Application of laminates on flooring is gaining
wide popularity in urban India, too, according to
Vaibhav Vasishta, Managing Director, Lamiwood,
M/s. Venimadhav Traders, Gurugram. He says, “With
a variety of colors, styles, high-performance, and
durability, it has proved superior to traditional
flooring solutions.” PVC laminates used in kitchen,
November-December 2021

wardrobes and vanity areas are also in demand, feels

Utsav Garg, Managing Director, Skylark Laminates
Pvt. Ltd., Mumbai. ‘’They are manufactured with
advanced technology and preferred due to their
sustainability”, he says. Rahul Patel, Founder, Prince
Laminates, Mumbai, feels changing technology
has ensured a better product quality resulting in
customer satisfaction.

INDUSTRY OVERVIEW
 text M+Writetank

Wooden flooring
A classic product
On the basis of the product, the market is
segmented into solid wood and engineered
wood. The solid wood segment is the larger, and
anticipated to retain its position till 2024, which
is attributed to its moderate price. However, the
engineered wood segment too is anticipated
The global wood flooring market is highly
competitive with many players spread
across the globe. Large brands adopt various
strategies, including collaborations, mergers and
acquisitions, partnerships and joint ventures to
build a sustainable business and to gain a strong
foothold in the global industry.

There is something so classic and timeless to witness maximum growth rates due to its
favorable features such as dimensional stability India : a nascent market

about hardwood floors. They have been

used for centuries with good reason !
and cost-effectiveness, that makes the product
most preferable to manufacturers. Also the
production of engineered wood requires less
energy in comparison to that of other flooring
materials. On the basis of application, the market
The Indian wood and laminate flooring market
size was estimated at USD 2.8 billion in 2019
and according to businesswire, it is expected
to expand at a CAGR of 6.4 per cent in terms of
revenue, between 2020 and 2027. The market

Heather Petersen, Designer is segmented into residential, commercial and

industrial spaces.
size is anticipated to reach USD 4.32 billion by
2027. However, this market is highly fragmented

A global product
Geographically, the global wooden
flooring market is segmented into North
America, Europe, Asia-Pacific, and the rest
of the world. The Asia-Pacific region held
the largest market share of around 50
per cent in 2018; considering the pace of
development in this region, it is expected
to retain its dominance in the near future.
India and China are the major consumers
of wooden floors in this region.

In 2018, Europe accounted for a market

share of approximately 23 per cent in
the overall wood flooring industry, and is
expected to hold this position till 2023.
North America is the second largest
market, anticipated to exhibit sustainable
growth in the years ahead. The region
is also positively influenced by the
presence of major market players,
situated in the US.

The booming construction activity in the

residential, commercial and industrial
sectors is expected to contribute to the
November-December 2021

demand in the hardwood flooring market

in the region. Emerging economies, such
as China, India, and Brazil, have been
driving the demand in the residential
building sector. Hence, the residential
application segment is anticipated to
exhibit sustainable growth rate till 2025.

INDUSTRY OVERVIEW
 in nature, owing to the presence of numerous
unorganized small and medium manufacturers, who
jostle for position along with key global players
The dominant international players include Pergo,
Armstrong and Bruce, Tarkett, Mohawk, and
Havwoods among others. While major players
are consistently engaged in the research and
development of wood and laminate floorings with
superior durability and customization options, the
smaller players follow their lead in terms of designs
and fitting methods. The compliance with green
building codes by governing bodies is expected to
positively impact the quality of product demand as
wooden flooring will have to all be environment-
friendly and recyclable.
Driving demand, naturally
Owing to the natural finish and comparatively
low prices, flooring products made of hardwood,
softwood, engineered wood, and laminates
are preferred choices among end users. Easy
maintenance and availability of textured laminates
with a variety of colors have also triggered a huge
demand for wooden flooring, especially premium
flooring products, in luxury living spaces. Major
large-scale buyers include hotels, villas, restaurants,
other lodging facilities, all kinds of retail spaces,
corporate offices, educational institutions and
November-December 2021
government buildings along with medical
and healthcare units. The continuous
introduction of upgraded engineered wood
and laminate flooring emerging as cost-
effective alternatives to hardwood flooring
is anticipated to fuel further growth.
Growth in home renovation owing to
increased disposable income in tier II
and tier III cities and a faster rise in the
construction of multi-family residential
building clusters and residential complexes
are also major demand drivers boosted
by an increased awareness in using
sustainable product and materials.
Challengers ahead !
The huge market share of ceramic tiles
in the Indian flooring market is a major
challenge to the demand for wood and
laminates flooring. Traditionally, natural
stone flooring has been equated to luxury
in India and this perception also poses a
major impediment to demand. Besides,
tropical temperatures in a large part
of the country have restricted product
penetration. The key market players
have adopted various strategies, such
INDUSTRY OVERVIEW
 as business expansion and acquisition to strengthen
their market presence, which boosts the growth of
the market. Large scale advertising campaigns in the
media by major players vindicate dire predictions of
this segment, as can be seen in its share significantly
increasing in the flooring markets in India.

Eco-friendly and advantageous

Besides the several advantages mentioned earlier, some
other factors which rule in favor of wooden flooring
in its emergence as a popular choice compared to
other available materials include: ease of installation
and the requisite of less-skilled labor as compared to
conventional flooring materials such as ceramic and
stone tiles. As natural timber species like teak, maple,
oak, rosewood, walnut and bamboo are used in the
production of wood and laminate flooring, it offers a
high degree of versatility besides leaving a low carbon

footprint. These products are also renewable if

sourced through sustainable forest practices. They
are stain-resistant, do not get discolored with time
and enhance indoor air quality by repelling dust,
pollen and dander. Reduction of hollow sounds and
vibrations make them an ideal choice in auditoria,
recording studios, and in the healthcare and
hospitality industries.

A brighter future
Increasing project scales, especially in the residential
and commercial segments, have provided a new
impetus to this industry. The wooden flooring
November-December 2021

segment appears to be ahead of other flooring

materials and products in the race, with inherent
properties like ease of cleaning and maintenance,
excellent wear resistance, durability and timeless
design possibilities.

INDUSTRY OVERVIEW
 text shailendra mehta

GLASS Reports by some global agencies indicate a growth

of 12 per cent CAGR over the forecast period of
2019-2027 in the architectural glass segment which,
according to Shivam Aggarwal, Owner, Balaji Glass,
Aggressive drivers of growth
The consumption of glass in construction is estimated
to drastically increase in tier II and III cities besides the
metros, Bengaluru, Chennai, Hyderabad, Mumbai and
New Delhi Capital Region (NCR). According to Nikunj

Glass is the most magical of all the

Delhi is pegged at around INR 350 to 400 billion. Sanghvi, Owner, Uttam Glass, Mumbai, the industry
He says, “There are two types of players in the is growing fast. He says, “Every year the industry
flat glass industry, which is used in architecture. develops a variety of glass for architecture and interior

materials. It transmits light in a special way. Large manufacturers of annealed glass and those
who process this annealed glass into toughened,
purposes. This industry runs on a chain of players such
as manufacturers, importers, distributors, processors,

Dale Chihuly
laminated or other kinds of designer glass. retailers, and fabricators. There are many glass
Manufacturers are usually large organized players as importers and exporters in India but only a few are
the investment is high, whereas most processing units within the organized sector. Architectural development
fall into the unorganized industry. However, with the and interior design form the real market for glass.
recent growth in demand for glass, the majority of Architects, contractors, fabricators, and developers are
the unorganized players are rapidly moving towards the buyers. The glass industry completely depends on
The Indian commercial organized ways of operation, which is a positive sign.” development in the real estate industry.”
glass industry, thriving on the growth in the
automotive and construction sectors, fuelled
by increasing urbanization and rise in
disposable incomes of end users, anticipates
a steady increase in demand. According
to Anand Santhanam, Head – Sales and
Marketing, Saint Gobain India Pvt. Ltd.,
Glass Business, the Indian glass industry has
been growing at about seven to eight per
cent for the past few years. “The market for
float glass in India is more than two million
tonne, growing at the same rate,” he says.
Santhanam says an impelling demand for
value-added products and further impetus
from trends such as the green building
movement have stimulated the use of glass
in a more evolved manner.

The structure of the overall industry in India

appears amorphous, with a large share
of unorganized players. Vinod Makwana,
Owner, Rupal Glass, Mumbai, says, “Around
25 per cent of the glass industry is organized
while 75 per cent is unorganized. The
organized sector mainly focuses on glazing
November-December 2021

glasses and facades while the unorganized

sector is the retail sector, catering largely to
smaller housing units and interiors.”

INDUSTRY OVERVIEW

A noteworthy surge in adoption of
commercial glass in construction of
buildings is anticipated on account
of its quality, easy installation and
low maintenance cost compared
to gypsum, widely used for
panels, cladding and partitions
in the traditional construction.
Sanghvi says, “Glass is now being
used in the building industry as
insulation material, structural
component, external glazing
material and cladding material. It
is used to make delicate-looking
fenestrations on facades as well
as in conventional windows. In
interior design, glass is used as
back painted glass, in colored
mirrors, bent glass, shower cubicles
etc. Being rust-resistant, glass
does not degrade with chemical
or environmental changes. Glass is
November-December 2021
times without losing its quality or
purity. Glass is unaffected by noise,
air, water.”
Shivam Aggarwal feels, the
application of glass in any space is
endless. “Typically, for residential
construction, the budget (for glass)
may vary between 10 to 15 per cent
and it may go up to 20 per cent
for malls, and other commercial
spaces. Often, the budget
completely depends upon the style
and design ideas of architects or
interior designers,” he says.
An eye to the future
Technological advancement in
commercial glass has resulted in
functional advantages such as
self-cleaning and anti-reflective
properties; these key benefits drive
and codification which encourage the usage of
safety glass and energy-efficient glass suggest that
the use of glass in the high-performance segments
will grow faster. “If you take the consumption per
head for glass in India, it is still much lower than
countries like China where it is about 1:5 or 1:10.
So, there is a scope for higher penetration going
forward, and we hope to take advantage of that.
That’s why our plan for the next ten years is to
triple our sales. The Indian glass industry presents a
lot of opportunities,” he adds.
The glass industry invests significant resources in
intensive R&D programs to develop new products,
enhance recyclability and effective recycling. It also
spends large sums to improve the energy efficiency
of manufacturing sites.

100 per cent recyclable and does the use of commercial glass.
not degrade during the recycling According to Anand Santhanam,
process. It can be recycled multiple the recent trends of legislation

INDUSTRY OVERVIEW
 Processors and suppliers are
hopeful of supplying glass to
on-going projects as soon as
transportation resumes, while
manufacturers are focusing on
research and development to
provide safer and hygienically-
superior products like anti-bacterial
and viricide glass used as screens
for hospitals, shops and offices.

Newer technologies have undoubtedly tapped a huge potential of A brighter future post covid
this material, pre-dated as an artifact only by stone and pottery. With The COVID 19 pandemic has
the capacity to assume complex shapes and improved insulation shaken the world economy.
properties, glass frees architects and designers from design constraints While, for most industries, it has
and is emerging as a material of the future. been a jolt; it is also perceived
to be a window of opportunity.
Challenges of Covid-19 The versatility of glass has come
Besides a complete breakdown in the demand-supply chain due to through, with its properties of
Covid 19, production activity in the float glass industry has been hit being easy-to-clean, the possibility
hard. According to Vinod Makwana, practical matters in the process of having antimicrobial coatings
are a huge issue, such as the furnace, which cannot be stopped for and transparency. A non-crystalline
15-17 years, once a float line starts. “It needs a huge investment and a solid, often transparent, with
lot of time to resume operations after a stoppage.” He says, “Currently, practical, technological and
manufacturers have continued production, crushing excess stock and decorative applications, glass has
recycling it to keep the furnace running, facing huge losses.” he adds. become an important material in
modern architecture and design.
November-December 2021

INDUSTRY OVERVIEW
 text aadrita chatterji

CERAMIC TILES
advancement, the industry manufactures a wide
range of wall tiles, polished vitrified tiles, large-
size slabs, glazed vitrified tiles, and unglazed
tiles. Much of this can be attributed to the better
sourcing of raw materials from indigenous sources,
lower labor cost, global demand, imposition of
anti-dumping duty on products manufactured in
The market
Categorized into organized and unorganized
sectors, the latter segment makes up nearly 60
percent of the entire industry.
Colorful, durable and affordable, the Indian
ceramic tile industry (ICTI) has been steadily
gaining popularity in the architecture and

The attractions of ceramics lie partly in its China and high-end technology. Although India
has one of the lowest sales realizations among
interior design industry. Thanks to technological
advancement, the market has opened its arms to

contradictions. It is both difficult and easy, with an

the exporting nations, it is still the fourth-largest wall ceramic tiles, polished vitrified tiles, large-
exporting country in terms of volume (Source: CARE size slabs, glazed vitrified tiles, and unglazed
Ratings, 2019). tiles. Much of this can be attributed to the better

element beyond our control.

Isamu Noguchi
The history of ceramic tiles Combining utility and aesthetics
Popularly termed as a ‘utility product’, Indian
(both floor and wall) dates back to Egypt in 4000
housing projects are increasingly choosing ceramic
BC when clay bricks were sun-dried or baked and
tiles over traditional marble, granite or mosaic.
glazed with blue color made from copper. Tiles
Ceramic tiles instantly beautify a plain, unfurnished
from Mesopotamia, bearing blue-and-white-striped
wall and are known for their easy installation,
designs; fine, white stoneware with Chinese glaze
affordability and design versatility, ceramic tiles
are preserved in the Great Centre of Ceramic Art.
instantly beautify a plain, unfurnished wall.
Ceramic tiles had become hugely popular by the
900 AD and were used in Turkey, Persia, Syria and
With colorful, durable and affordable products,
North Africa. The Romans spread the use of tiles
the Indian ceramic tile industry (ICTI) has been
across Western Europe, which was soon used to
steadily gaining popularity in the architecture and
adorn the floors of well-known cathedrals and
interior design industry. Thanks to technological
churches in the 16th century.
November-December 2021
sourcing of raw materials from indigenous sources,
lower labor cost, global demand (imposition of
anti-dumping duty on products manufactured
in China) and high-end technology (Source: CARE
Ratings, 2019). Although India has one of the lowest
sales realizations among the exporting nations, it
is still the fourth-largest exporting country in its
volume (Source: CARE Ratings, 2019).
The ceramic tile industry comprises over 600
units, governed by both small, and mid-sized
and large family-operated structures, in both the
unorganized and organized sectors. The latter
makes up nearly 60 per cent of the entire industry.
Due to severe competition, limited products and
low cost of manufacturing due to tax arbitrage,
the unorganized sector gave rise to low-value
ceramic floor tiles. However, organized players
have acquired an equal share by innovating and
adopting new technologies, product development,
branding, and expansion plans. The reason behind
the booming consumption of tiles is simple: the
rising middle-class population, higher spending
power, customer preference for branded products
and rapid urbanization.
The ceramic tiles industry is expected to grow at a
CAGR of 3-5 per cent during CY 2018-2022 due to
the increasing residential segment in the Asian and
Gulf Cooperation (GCC) (Source: CARE Ratings, 2019).
In CY16, India became the second-largest country to
produce and consume ceramic tiles and maintained
the growth rate in CY17. Today, Morbi in Gujarat
accounts for more than 70 per cent of the total
tile production of India with around 610 product
units – some with export capacity. Thus, it has now
become the second-largest global ceramic cluster
after Foshan, China.
Government efforts to boost the industry
have given rise to clusters such as the
ceramic cluster at Thatiparthi, Chittoor
district due to its locally-available raw
material (clay). It has allotted land and
ensured uninterrupted power, fuel, and
water supply. Moving down to South
India, Andhra Pradesh promises a larger
number of estate projects as compared
to the national growth rate. South India
is also known for the most consumption
of ceramic and vitrified tiles, though
high transportation and handling
expenditure pose a challenge. There
are several reasons for this: ceramic
tiles imported from China through the
Chennai and Vishakhapatnam ports
have become expensive due to the
anti-dumping duty levied on them. Also,
there is a higher demand from tier-I and
tier-II cities with a negligible organized
sector. Thus, the Andhra Pradesh
government has set up a ceramic cluster
at Thatiparthi, Chittoor district due
to its locally-available raw material
(clay). It has allotted land and ensured
uninterrupted power, fuel, and water
supply. Several entities in the organized
sector have declared capacity expansion
plans by setting manufacturing plants in
the region. The clusters enforces greater
control on the quality of vitrified tiles
and enhances their logistical efficiency,
by reducing potential damage and
transportation cost and support the .
The cluster predicts the development
of several small and medium-scale
production units as well. Tax rates were
amended from 28 per cent to 18 per cent
in 2017, which led to reduced prices and
increased sales of ceramic tiles.
Tiles then and now
The history of ceramic tiles (both floor
and wall) dates back to Egypt in 4000
BC when they were used to decorate
houses. Clay bricks were sun-dried or
baked and glazed with blue color made
from copper. Tiles from Mesopotamia
bore blue-and-white-striped designs,
with more colors added later on. Fine,
white stoneware with Chinese glaze
produced during the Shang-Yin dynasty
(1523-1028 BC) has been preserved in
the Great Centre of Ceramic Art. Apart
from these, ceramic tiles had become
hugely popular by the 900 AD and were
used in Turkey, Persia, Syria and North
Africa. The Romans spread the use
of tiles across Western Europe, which
was soon used to adorn the floors of
well-known cathedrals and churches
in the 16th century. The floor tiles of
Renaissance Italy, the faience of Antwerp,
the tile mosaics of Portugal and Spain,
tile iconography of the Netherlands
and the ceramic tiles of Germany are all
milestones achieved in the history of tiles.
Tiles have trodden the path of growth
from simple hand-painted methods to
automated manufacturing processes
that have simplified the process and
improved durability. Modern technology
such as the firing of tiles, spray-drying
of clays and other special equipment
ensure reduced carbon and harmful gas
emissions at the production stage.

Tile industry in India

The ceramic tiles industry is expected to grow at a
CAGR of 3-5 per cent during CY 2018-2022 due to
the increasing residential segment in the Asian and
Gulf Cooperation (GCC) (Source: CARE Ratings, 2019).
In CY16, India became the second-largest country to
produce and consume ceramic tiles and maintained
the growth rate in CY17. Today, Morbi in Gujarat
accounts for more than 70 per cent of the total tile
production in India with around 610 product units
– some of them export-oriented as well. Thus, it
has now become the second-largest global ceramic
cluster after Foshan, China.
INDUSTRY OVERVIEW
 Current market scenario
The Indian Ceramic Tile Industry alone employs
approximately 550,000 people today. Rapid
construction of houses, shifting demography and
customer needs, stable replacement demand, market
potential, low per capita tile consumption and
government initiatives have made a mark on the
ceramics industry, which is blessed with raw material,
indigenous labor, infrastructure and technical skill.
The rising number of construction projects can be
attributed to the need for residential buildings and
the renovation of existing infrastructure. This, in
turn, has been caused by urbanization and increased
expenditure on infrastructure by the Government of
India – residential, educational, IT and healthcare.
Tax rates were amended from 28 per cent to 18
per cent in 2017, which led to reduced prices and
November-December 2021
increased sales of ceramic tiles. The domestic
consumption of ceramic tiles decreased by three
percent in the last four fiscal years, due to a dip in
the real estate sector. The slowdown was caused by
the implementation of the Goods and Services Tax
(GST), Estate Regulation Act and demonetization.
Domestic manufacturers are also adversely affected
by high production costs.
Most of the capacity addition has come through
Joint Venture (JV) agreements with small and
medium-scale tile manufacturing units or acquisition
of existing plants.Contrary to costly greenfield
expansions with longer gestation periods, JV
agreements allow manufacturers to earn higher cash
from surplus capacity and increment sales volume
in the unorganized sector. The long-term prospects
for the ceramic tiles industry are good due to several
reasons: revision in the GST rate in November 2017
(from 28 per cent to 18 per cent), development of
real estate complying with RERA norms, urbanization
leading to more nuclear families and disposable
income, and government initiatives such as Housing
for All. Also, India continues to export Chinese
vitrified tiles to Brazil, Chile, Korea, Vietnam, and the
European Union.
Challenging environment
In March 2019, the National Green Tribunal
(NGT) had banned the usage of coal gasifiers and
recommended a shift to PNG, due to the adverse
environmental impact. Though PNG will benefit
the industry in the long run, players still use gas
at reasonable rates to retain market share as the
working capital intensity is expected to increase
due to rising procurement costs and reduced credit
period on PNG. (Source: The Hindu BusinessLine,
2019). Ceramic tile manufacturing units in
Morbi use natural gas or biogas plants to
ensure higher fuel efficiency and minimum
transit wastage but it does not compensate for
the rising fuel costs, which comprise 15-30 per
cent of the total infrastructure and cost.
Though the organized segment remains a
major part of the market, the fragmented
unorganized sector consists of several
regional players. Supported by international
markets, the tiles industry has more than
600 manufacturing units and is frequented
by small and mid-sized units due to many
reasons. Such causes include easy availability
of raw material and technology, proximity to
ports Kandla and Mundra, low-entry barriers,
relaxed regulatory norms, and low fixed
capital investment.
Drivers of the future
The ceramics tile industry predicts a liking
for vitrified tiles which is expected to affect
prices due to excessive production capacity
in Morbi. More than a hundred vitrified tile
manufacturing units have been set up in
Morbi recently which has spread to other
clusters as well. High-end value-added tiles are
more popular in urban areas, the generation
of which is expected to increase in the tier-
II and tier-III cities through government
schemes. South India has grown at a faster
rate due to more projects as compared to
the national average in the domestic market.
The organized sector is likely to see improved
growth rates than the industry average due
to their extensive product assortment and
tried-and-tested marketing and distribution
networks. Outsourcing work has enabled
the organized segment to boost production
without much capital investment.
The range of premium ceramic products has
risen due to technological advancement and
lesser competition. Multinational companies
from the organized segment are expected to
introduce enhanced products to serve the
international market and urban customer
segment in India. There is a higher demand
for polished vitrified tiles and ceramic tiles,
with more than 60 units to be launched with
an industrial investment of 2000 crore. The
domestic consumption of tiles is envisaged
to increase by 2-3 per cent to 5-6 per cent
CAGR due to government initiatives to ensure
smart city projects and affordable housing
for all. Exports may grow at 15 per cent as
China currently struggles with the levying of
environment tax, the rising cost of coal and
ant-dumping duties imposed by Taiwan,
Vietnam, Korea, Chile and the European
Union (Source: The Hindu BusinessLine, 2019).
To move forward, India’s manufacturing
plants must see improvement in power and
gas supply, and freight and Basic Customs
Duty for lower production costs. Though
engagement, affordable rates, availability,
and supply are important, MRP structures and
excise duties must be improved as well.
INDUSTRY OVERVIEW
 text shailendra mehta

LEATHER
We'll be honest here: we love leather. Not only is it sleek and is
a favorable choice among interior designers, leather is full of
advantages that make it particularly ideal for furniture.
Master leather craftsman. Design Craft Upholstery.
expensive leather products. Vegetable
tanned leather is a little more difficult
and a longer process. Obviously, the
cost of the final product is high. Raw
leather is salted and sent to wet blue
While primitive man used tanneries, which is later sold at different
animal hide to cover the body, the development and exquisite leather products are created from prices based on its grade. Otherwise, it is
of agriculture, livestock and technology, paved some of the most unusual and less common hides, further dyed and processed into finished
the way for the development of tanning to create derived from other animal hides including rabbit, leather. Being a natural product, it is
leather. Throughout the middle ages, use of leather beaver, camel and alpaca. imperative to preserve and condition
can be seen in a wide variety of items such as the leather to lengthen its life.” He
footwear, water bottles, clothes, bags, cases, trunks, Hides undergo treatment in the process of tanning adds, “Leather being a labour-intensive
saddles and seat covers. and are turned into leather. The most common industry, manual workers contribute to
tanning methods, according to Sachin Shinde, 80 per cent of the process. Unlike more
Cowhide is internationally the most popular and Founder, Maruti Leather Crafts, Mumbai, are machine-oriented industries, the leather
widely available leather. It is also among the most chrome tanning and vegetable tanning. “Chrome industry generates up to 250 jobs per
durable and desirable leathers. It occupies 65 tanning involves using chemicals, acids and salts every USD 0.2 million, a high number
percent of the market, although the most unique to dye the leather and usually results in less compared to the automobile industry.”

Artificial leather or synthetic leather,

commercialized as a material intended
to substitute natural leather, also known
by many names, such as faux leather,
leatherette, vegan leather, pleather and
PU leather is also currently in vogue and
occupies a colossal share in the market.

Leather in India
Currently the top six countries producing
tanned leather are China, Italy, India,
Brazil, Korea and Russia. Almost 80 per
cent of the world’s leather products are
now made in China.

According to Baskar Venkatesan,

Managing Director, Trexta India Leather
Accessories Manufacturing Company
Pvt. Ltd., Chennai, the overall size of
the industry is USD 8 billion including
INDUSTRY OVERVIEW

domestic and export markets. The leather
industry employs around 4.5 million people
in India and is a mixture of the organized
and the unorganized sectors with about
75 per cent of the leather generated by
the small, cottage and artisan sectors.
Although leather making dates back to
prehistoric ages, the modern method of
leather production was introduced to India
by the English and the French in 1857.
Traditionally, the industry that produced
only hides and skins began to flourish
with secondary leather industries of shoes,
garments and other leather goods such as
bags, gloves, travel cases, wallets, belts and
desktops. The popularity of leather in the
upholstery of automobiles and in furniture
too turned out to be a major growth driver
for this industry.
November-December 2021
Sachin Shinde pegs India’s annual
production of finished leather at
approximately 3 billion sq. ft. on an annual
basis. “It ranks second globally in the
footwear and leather garments and fifth in
the leather goods and accessories segments,
“he says. Currently, leather footwear
accounts for 41.35 per cent of the industry,
leather goods for 26.44 per cent, finished
leather for 10.34 per cent, leather garments
for 8.46 per cent, and saddlery and harness
account for 2.99 per cent (Source: Council
for Leather Exports (CLE) FY 2019-2020). The
polyurethane artificial leather market in
India was recorded at 931.2 million sq. mts.
in 2016 and is estimated to progress at a
CAGR of 7.5 per cent from 2017 to 2025.
With a strong raw material base of 20 per
cent of the world’s cattle and buffalo and
11 per cent of the goat and sheep
population, the industry in India has
undergone a drastic transformation
from being a mere exporter of raw
materials in the early 60’s and 70’s to
now being an exporter of finished,
value-added leather products.
According to Baskar Venkatesan,
in the past decade several major
players have upgraded their
tanneries, processes, and sewage
treatment procedure to international
standards with the help of the
Council of Leather Exports (CLE) and
government.
Several leading international leather
goods brands, like Hugo Boss,
Tommy Hilfiger, Versace, Guess,
and DKNY are engaged in sourcing
leather goods from India.
Exchange earner:
The major factor behind the
transformation in this industry
has been several policy initiatives
by the government of India after
the liberalization of the economy
in 1991. The leather industry
attained a prominent place among
top 7 industries that earn foreign
exchange for the country. According
to Baskar Venkatesan, Indian
leather is popular for its fine grain
pattern, vegetable tanned products
and softness. He says, ”Major buyers
INDUSTRY OVERVIEW

are from Germany, Italy, Spain,
China, Hong Kong, Poland, Belgium,
the Netherlands, the United Arab
Emirates, the United Kingdom, and
the United States.”
India is the 2nd largest global
producer of footwear, 2nd largest
exporter of leather garments, 5th
largest exporter of leather goods and
5th largest exporter of leather goods.
Footwear holds a major share of
about 47.59 per cent in leather and
leather product exports. European
Union collectively accounts for 52 per
cent of India’s total export of leather
and leather products.
No cakewalk in the leather industry
According to Sachin Shinde,
currently there is no consistency
in the availability of good-quality
raw material. “Moreover, bans due
November-December 2021
to religious significance, low-cost
alternatives and veganism are
The future looks bright
The Government of India has identified the leather sector
as a focus sector in the Indian Foreign Trade Policy due
to its immense potential for export growth prospects and
employment generation. It has currently approved an
outlay of USD 400 million for employment generation in
the leather industry. As part of the initiative, four mega
clusters that will house tanneries, leather goods and
footwear manufacturing units and training centres are
being set up in Andhra Pradesh, Haryana, West Bengal
and Uttar Pradesh.
When India’s Prime Minister Narendra Modi recently
named leather, furniture and air conditioning as priority
sectors, a reduction in import duties was implied. The
industry leaders in these segments felt such an impetus
was long overdue, as it would strengthen the Indian
manufacturing base and make it more competitive.
This announcement has a special significance for the
challenges too,” he says and adds,
leather industry, which was severely affected during the
“Imitation leather devalues the
current financial year due to the COVID-19 pandemic.
aesthetics and use of leather. In
The provisional data from the Directorate General of
the past couple of years, brands
Commercial Intelligence and Statistics indicates, in 2019-
have invented ‘substitute leather’ or
20 exports declined by 10.89 per cent to roughly 5.07
‘vegan leather’ made from pineapple
billion US dollars from 5.69 billion US dollars in 2018-19.
leaves, cactus leaves, flower petals
However, given the changing times, and growth in both
and coconut – which is termed ‘eco-
markets and demand, the future is certainly bright for
friendly’ and ‘cruelty-free’. Though it
this ancient material.
is great from a marketing perspective
and creates social and emotional
impact, customers don’t always know
about what goes into the making of
the product to make it usable. Leather
must have a body, thickness and
flexibility that isn’t possible without
the use of polymers and chemicals.
”Baskar Venkatesan says, “Leather has
a unique texture, touch and ageing
over faux leather, which is an artificial
material with no real characteristics
apart from the visual appeal. Being
timeless, durable, flexible, and eco-
friendly, the appeal of natural leather
will never wither away.”
INDUSTRY OVERVIEW

PAINT
Color is a power which directly influences
the soul.
Pegged at INR 50 billion,
India’s paint and coating industry contributes to
16 percent of the GDP (Source: Equity Master).
However, the industry players differ on these
figures as Ashwani Mehra, Director, Sunlac Paints
Ltd. Delhi, says, “The paints industry turnover
is valued at INR 75 billion; while decorative
paint has 75 per cent market share, industrial
paint makes up the remainder.” Industrial paint
includes exterior and interior wall paint, wood
finish, enamels, and ancillary products like
primers and putties, coatings of automotive,
marine, packaging, powder, protective, and
other industrial segments. Vinil Gada, Director,
Rievera Paints and Coatings, Mumbai, pegs the
industry’s annual turnover at INR 70 billion with
the proportion for decorative paints at 65 per
cent. “The industrial paints segment is growing
fast as bigger industries are being set up, realizing
the importance of paints. On the other hand, the
decorative industry explores new opportunities in
November-December 2021
text shailendra mehta
Kandinsky
anti-microbial, waterproofing, and air-purifying
elements in paints,” he says. According to Minal
Srivastava, Vice President, Growth, Strategy and
Marketing, Shalimar Paints, Mumbai, the Indian
paint sector has grown extensively over the years at
an impressive CAGR of 15 per cent.
Like several other industry segments in India, the
paints and coatings segment is divided between
organized and unorganized players. Industrial
paint is primarily manufactured by the organized
sector and bigger companies because it requires
considerable technical know-how and investment.
On the other hand, the decorative sector is not
dependent on technology and is made by all,
including the smaller companies. The share of the
unorganized players is as high as 35 per cent, with
over 2,000 small and medium-sized operational
units (source: Paint India Show Report)
Driving the growth of the sector
The steady growth in the decorative paints
segment industry has been driven by an aware
buyer, according to Priya Bhumkar, CEO, Soujanya
Color Pvt. Ltd., Mumbai. She says, “The Indian
buyers today have expectations of good quality,
particularly in urban cities. They love having
choices, whether it is choices in product type or
color selections. So, the more choices available to
them, the better it is.”
Minal Srivastava says, “The growing middle-class
has a higher disposable income, and there is
increasing urbanization and a nuclear family
structure. The impact of this on our industry
is a shorter repainting cycle, higher per capita
spending on painting, increased government focus
on housing and infrastructure development, and
GST and e-way bill implementation. There has
been increasing consumer involvement in the
painting process, growing adoption of new styles,
INDUSTRY OVERVIEW
 designs, textures, and increasing urbanization are
other major factors contributing to the growth of the
industry.” Priya Bhumkar adds, “The automotive sector
has predominantly driven the growth in the industrial
coatings segment in the past few years. With the auto
sector reeling since 2019, the automotive OEM sector
has also been impacted. Some other applications of
industrial paints such as wood coatings have shown an
uptick and a rising trend.” Vinil Gada feels that paint
remains an unexplored area in the raw construction
material industry, making it a lucrative market. “As
customers upgrade to modern material and designs,
they increase their per capita usage of paints. They
are heavily influenced by social media, which impacts
how they want to design their living spaces. Thus, this
is the perfect opportunity to serve our clientele with
innovations, as a luxury paint brand,” he says. Amit
Mishra, Director, Anuradha Enterprises, New Delhi,
adds, “With a rise in disposable incomes across urban
November-December 2021
and rural markets, an increasing number of households
is switching from traditional white-wash to better
quality coatings like emulsion and enamel. As the
repainting cycle has reduced from seven years to three,
repainting now constitutes between 70 to 80 percent
of total demand. However, the real estate slowdown
is expected to have a reducing impact on sales in the
decorative segment.”
New products, new technology
While there has been a steady shift from
oil and solvent-based to water-based
paints, Priya Bhumkar says, “Recent
trends in coatings follow the greening
curve – environment-friendly and easy
to use. Paint companies engage a unique
segment of customers with defined
product appeal. New color palettes
and high-performance colors are also a
definite trend.” Vinil Gada, too, feels green
products are in high demand. “Besides,
rusted and worn-out looks, protective
finishes and concrete effects are currently
in vogue,” he adds. According to Minal
Srivastava, there is a rise in the demand
for eco-friendly, non-toxic products in
the paints and coatings industry. “This
increase is hinged upon the transforming
sentiments of today’s highly-aware
consumers that are more mindful of
their health and wellness and the earth’s
welfare, than ever before. The gradual yet
irrevocable shift towards environmentally-
friendly products is underway,” she says.
Some of the significant challenges faced
by the industry, according to Vinil Gada
are, the volatility of the real estate sector,
the need to develop products that suit
weather conditions, and new entrants
often facing severe competition due to
the dominance of leading companies in
terms of entry and execution. However,
India’s per capita paint consumption is
meager at 3 kg / per person /per annum,
which leaves a vast playing field open
for everyone. Priya Bhumkar says, “In
the developed world, the consumption
of paints is about 25 – 30 Kg / per
INDUSTRY OVERVIEW
 person / per annum, and there is potential
for growth in India. However, the rise in
disposable incomes and the overall progress
of society will determine this. Globally, the
paint industry’s growth is quite saturated,
with an average growth rate of 1 - 1.5 percent
in Europe and North America. Here, paint
companies have grown through consolidation,
like mergers and acquisitions activity. India is
a cost-driven market, and companies continue
to compete based on cost comparisons.”
Minal Srivastava points out price fluctuation as
a critical challenge. “Since most raw materials
used in the production of paint products are
petroleum-based, the fluctuation in crude
oil prices creates a direct impact on the final
paint product that goes to the end consumer,”
she says, adding “Import policies decide
the price points as we import raw materials
from foreign countries. Any change in the tax
regime can significantly escalate the painting
price.” The decorative paint segment’s cyclical
nature is also the most prominent loss factor
that affects its sales. This segment’s demand is
November-December 2021
high only during festive seasons when people
invest in white-washing and painting their
homes and then goes down as they redo it
after a gap of at least 3-5 years. Most believe,
in the post-COVID era, the challenges will
change drastically. Brands will need to bring
customers back to the industry and make
concerted efforts to restore positive sentiment
among the target audience. Marketing and
communication will, thus, play a huge role in
overcoming these distinct challenges.
A post-covid future
Amit Mishra expects at least 10 to 15 per cent
growth in the paint industry due to rising real
estate urbanization and repainting of existing
structures. “Also, we see a rise in repainting
and repairs in the automotive industry due
to the rising number of vehicles. Government
schemes like housing for all are expected to
be beneficial to the industry. GST reduction in
2019 from 28 to 18 per cent has leveled the
playing field for organized and unorganized
players,” he says. Minal Srivastava feels the
future will lie in paint companies increasing
their share from oil-based solvents
to water-based ones. She says,
“This makes the paints segment
less sensitive to the price of crude
oil globally. Besides, water-based
paints are easier to clean, have good
corrosion protection and high gloss
properties.”
COVID 19 came as a rude shock
to the entire industry, which was
upbeat before the lockdown, but
many players utilized the lockdown
period for training and developing
their human resources, reworked
distribution, and discount structures
and reached out to influencers in
the community. “We are focusing on
making painting a safe and hygienic
process by creating a contactless
service,” says Minal Srivastava.
Players will focus more on creating
new anti-bacterial products as
advertisements of several brands
suggest. And despite the temporary
setback, Priya Bhumkar believes,
growth would be steady or even
higher, once the lockdown is over.
“Our typical growth rates are around
15-20 per cent year on year. The
paint industry should also continue
to show a healthy double-digit
growth provided the social and
political environment remains
conducive,” she concludes.
Despite facing a complete washout
in sales in April 2020, due to the
lockdown necessitated by COVID 19
pandemic, India’s paint industry is
hopeful of bouncing back with a
considerable renewal in demand.
According to industry reports, this
hope is based on the growth in
business in January and February
2020, which was more robust than
the previous nine months.
 AHEC and Wallpaper launch
Discovered, a global display
American Hardwood Export
Council (AHEC) and Wallpaper Magazine
have launched Discovered, a display across Asia,
Australia, Africa and Europe. The collaboration
includes furniture, sculptural work and objects
in American hardwood. The exhibition at the
Design Museum brought together twenty emerging
designers from sixteen countries, and the said
display ran from the 13th of September 2021 to
the 10th of October 2021. It continued through the
duration of the London Design Festival, and the
ground-floor atrium at the Design Museum display
the chosen materials’ versatility.
Discovered offered a series of reflections related to
the pandemic experience, and provided a platform
for creatives at a time when conventional channels
November-December 2021
for exposure remained inaccessible. Through AHEC’s network
and Wallpaper’s annual Graduate Directories, the designers
collaborated with AHEC’s global manufacturing partners
and design mentors. They developed a new object in four
sustainable hardwoods: American red oak, cherry, hard and
soft maple.
The designers involved in Discovered are: Sizar Alexis,
Isabelle Baudraz, Nong Chotipatoomwan, Mac Collins, Mew
Mungnatee, Siyanda Mazibuko, Josh Krute, Pascal Hien, Trang
Nguyen, Alessandra Fumagalli Romario, Taiho Shin, Mimi
Shodeinde, Juan Carlos Franco and Juan Santiago Sierra, Ivana
Taylor, Martin Thübeck, Yunhan Wang, Tan Wei Xiang, Duncan
Young and Vivienne Wong. They were mentored by Wallpaper
editor-in-chief Sarah Douglas and by AHEC Directors David
Venables and Roderick Wiles, as well as a global group
of designers including Tomoko Azumi, Maria Jeglinska-
Adamczewska, Nathan Yong and Adam Markowitz.
Participants were encouraged to think creatively while living
and working in isolation, responding to the theme of touch,
reflection and strength. They considered ideas such as cultural
heritage, identity, social and family ritual along with the
comfort of touch.
DESIGN NEWS
 text M+ WriteTank

AHEC discusses export

numbers for FY 2021
Total exports of the U.S. hardwood
lumber and veneer for the first half of 2021 reached USD 3.685
million, as per the American Hardwood Export Council (AHEC).
Statistics compiled from the latest data released by the United
States Department of Agriculture (USDA) revealed that the U.S.
hardwood lumber exports to India reached USD 2.019 million
while U.S. hardwood veneer exports were valued at USD 1.666
million. Numbers also reveal that the U.S. hardwood lumber
exports to India are valued at 228 per cent growth in the first half
of 2021, and the top five American hardwood species exported
include hickory, ash, white oak, red alder and red oak.

AHEC expected the demand for American hardwoods in India to

return to pre-pandemic record levels, which remains challenging
due to the prevailing market environment. Ongoing challenges
include record transport costs, increased global
international demand and restricted global
production due to mills and harvesting running
short of personnel due to the Covid-19 pandemic.

Pointing to the sustained growth of U.S.

hardwood exports to India over the past few
years, Roderick Wiles, AHEC Regional Director,
AHEC, says, “American hardwoods are now
widely accepted and understood across India,
but there is still a lot more to be done to help
the market discover the untapped potential of
U.S. hardwoods. Given the tremendous potential
present in India and despite the major challenges
facing the wider use of American hardwoods,
we firmly believe that the timing is right for
American hardwoods in India and that genuine
November-December 2021

opportunities for business now exist.”

Roderick Wiles,
Regional Director, AHEC.

Technical talk
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