Known for being a responsible manufacturer of paper, board, tissue and pulp in India, Century Pulp & Paper is exploring innovative solutions to mitigate the impact of high raw material costs and increasing imports. During an interaction with Paper Mart, Mr. Ajay Gupta, Chief Executive Officer of Century Pulp & Paper shares that the company continues to lay emphasis on innovation, sustainability, and reliability, while taking complete care of the environment as well as the community.
Paper Mart: As the CEO of Century Pulp & Paper, what is your vision for the company – both in the Indian market and at a global level?
Ajay Gupta: Century Pulp & Paper is now part of the Aditya Birla Group, a global conglomerate worth USD 65 billion operating in over 40 countries across major continents. As part of the group’s senior leadership team, I have been entrusted with leading Century Pulp & Paper through its next growth phase during a challenging period for the unit and headwinds in the paper & pulp industry. Having worked with the Aditya Birla Group in pulp and fiber business for a long time, I am grateful for this opportunity to drive the organization forward with dedication and excellence. My vision is to provide best-in-class product quality and innovation across all segments, aiming to be the preferred supplier partner for our customers, while enhancing economic value for all stakeholders.
PM: The paper industry is constantly evolving. What key trends do you see impacting the industry in the coming years? How do you think Century Pulp & Paper will adapt to them?
AG: The pulp and paper industry in India has been continuously growing since Independence. As the Indian economy continues to grow at a faster pace, I expect India’s per capita consumption for paper products, which is currently at 16 kg, to rise significantly. Since paper is made from natural renewable sources, it provides a sustainable packaging solution in lieu of plastics and hence, tailwinds to demand growth are expected to remain robust in the next decade.
The paper industry is evolving with key trends like product diversification and sustainable practices. Companies are expanding product portfolios and investing in R&D to develop innovative packaging materials such as flexible packaging, OGR and bagasse-based products. There’s a strong emphasis on sustainable materials, sourcing from responsibly managed forests and using alternative fibers. Innovative packaging designs aim to minimize environmental impact through lightweight materials and biodegradable options. Digital transformation for process automation and customer convenience is also crucial. The shift towards smart manufacturing and advanced machinery is transforming the industry. This not only helps in reducing operational costs but also enhances product quality, ensuring that companies remain competitive in a global market.
Century Pulp & Paper is one of the largest integrated pulp and paper mills in the country operating in all three segments – writing and printing paper, packaging paperboard, and tissue paper. It is well-positioned to increase supplies by augmenting capacity from its Lalkuan facility and QSCs (quick service centers) to cater to the increase in domestic demand. We will adapt by embracing key trends of the paper industry, enhancing production processes by implementing world class manufacturing practices and leveraging the booming e-commerce sector, which presents significant growth opportunities.
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PM: Sustainability is a growing concern for both consumers and businesses. What steps will you take to ensure Century Pulp & Paper remains a leader in environmentally responsible practices?
AG: Sustainability is at the heart of Century Pulp & Paper. We’re taking concrete steps to lead in environmentally responsible practices. We source wood through responsible fiber sources, empowering farmers to plant trees and also collaborating with agriculture institutes. This ensures wood sustainability, reduces CO2 emissions, and increases green cover, with over 5.3 million trees planted and have planned 10 million trees in current financial year. We have reduced our water consumption from 41.49 m3/ ton in FY 15 to 25.97 m3/ ton ( FY 24) which helps us minimise waste water generation and effluent discharge. We currently have 49 different water conservation schemes budgeted for future. We have also implemented a robust 3R waste management system. We’re transitioning to renewable energy with a solar plant and utilizing biomass fuels to minimize our carbon footprint. We regularly undergo audits by leading agencies like TERI and invest in efficient technologies and water conservation projects. Our efforts have earned us recognition, such as the national award for best performer in energy saving. We remain dedicated to leading the way in sustainable paper production.
PM: Please tell us about your plans for new product development or technological advancements at Century Pulp & Paper.
AG: At Century Pulp & Paper, we are committed to developing innovative products and technological advancements in our manufacturing capabilities. We introduced OGR paper, which has been well received, along with carry bags, book printing with high bulk paper, coating base paper, Barrier (Bio PBS) coated board and cigarette boards etc. Also in tissue segment, product like carrier tissue a value added product which is replacing nonwovens in baby diapers segment. Our emphasis has been on innovation, sustainability, and reliability. Our in-house R&D center leverages advanced technologies from Germany, Finland, Sweden and Italy to develop world-class products. We source raw materials responsibly and invest in eco-friendly technologies, reflecting our focus on sustainability. We are also exploring innovative solutions to mitigate the impact of high raw material costs and increasing imports.
PM: How do you foresee the demand outlook of the Indian paper industry and different verticals, such as paper, paperboards, tissue papers, and so on?
AG: The demand outlook for all three segments – paper, paperboards, and tissue papers remains robust, driven by demographic shifts and consumer trends like convenience and sustainability. The Indian pulp and paper industry is expected to grow 6-7 percent annually, reaching 28 to 30 million tonnes by FY 2026-27, with consumer packaging driving a 9.5 percent CAGR due to increased volumes in household appliances, FMCG products, ready-made garments, pharmaceuticals, and e-commerce.
The flexible packaging market is projected to grow at a 12.9 percent CAGR from 2024-2032, fueled by e-commerce and the booming healthcare sector, expected to reach over USD 610 billion by 2026. The Indian pharma industry, growing at a 22.4 percent CAGR, and the FMCG market, projected to reach nearly USD 615.87 billion by 2027, are significant contributors to this growth. The writing and printing paper segment will benefit from the new education policy, as both paper and digital media are expected to grow simultaneously in India. Packaging boards made from virgin fiber sources are expected to grow in double digits, driven by premiumization and growth in end-use sectors. Virgin tissue paper is also expected to see double-digit growth, albeit from a lower base.
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PM: Kindly elaborate on your product portfolio, emphasizing on its features, applications and advantages.
AG: Our product portfolio is designed to meet diverse market needs with a commitment to superior standards and sustainability. It includes various types of paper, packaging boards and virgin tissues. We offer a range of copier papers, including options for multipurpose use, double-sided printing, and high-speed compatibility. Our products include Century AW/Elanza Copier for exceptional brightness, Century Bond – our watermarked paper for professional presentations, and eco-friendly choices like Century Star and Century Green.
Our high-quality papers for the W&P segment, such as Super White Maplitho and Dazzle, are ideal for multicolor printing needs. We use 100 percent virgin pulp for our tissue products, ensuring gentle care for facial tissues, superior absorbency for kitchen towels, and hygiene for napkins & toilet tissues. We are the only company in India producing carrier tissues for international diaper brands, known for their strength, durability, and eco-friendliness.
Made from 100 percent virgin pulp, our Prima and Omega boards cater to premium packaging needs with better strength, surface smoothness and printability. Our certifications, including ISO 9001, ISO 14001, and ISO 45001, highlight our commitment to excellence and environmental responsibility. By choosing Century Pulp & Paper, you can trust the quality, services, performance and sustainability of our products.
