Grabeco’s product range initially consisted of plates, bowls, and cups of various sizes. To meet customer demands, the Schön Ultrawares-owned company claims to have continuously diversified its offerings. We are also exploring opportunities to expand our international presence, and our Indian suppliers will continue to be a crucial part of our supply chain in these new markets, says Mr. Sunil Kumar Juneja, Managing Director, Schön Ultrawares.
Paper Mart: What factors encouraged you to enter the pulp-based tableware market? How are you positioned today
Sunil Kumar Juneja: My decision to venture into the molded pulp-based tableware industry was not just a business move but a testament to our resilience and determination. It was sparked during a casual discussion with disposable trade associates in 2009-10. Today, we boast over 60 production units of varying capacities across India. Our Indian suppliers are playing a crucial role in meeting the demand in the international market. They have been instrumental in ensuring a steady supply of high-quality raw materials, which is a testament to our success and the quality of our products. We are also exploring opportunities to expand our international presence, and our Indian suppliers will continue to be a crucial part of our supply chain in these new markets.
We are not just content but genuinely proud of our current status and brand positioning in the molded pulp industry in India and globally. The recognition of our brand in the international market brings us immense joy and strengthens our commitment to quality and sustainability.
PM: Please give us a brief overview of the product range you have introduced. How much has it diversified?
SKJ: Our product range initially consisted of plates, bowls, and cups of various sizes. However, we have continuously diversified our offerings to meet customer demands. For instance, we now offer specialized products such as compartmentalized trays, eco-friendly cups and glasses, and custom-designed tableware for events. Our primary focus has been encouraging industry participation and raising awareness about the environmental benefits of bagasse-based products over single-use plastics.
PM: Where in India do your products enjoy strong demand? What new markets are you eyeing?
SKJ: We are deeply grateful for the strong demand for our products across India and in a few international markets. This success is not ours alone but a result of the hardwork and dedication of every member of the Grabeco family. Our focus remains unwavering on developing new products and raw materials for the industry, a clear testament to our commitment to innovation and sustainability.
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PM: What is your production capacity? Assuming increased market demand, how much will it change?
SKJ: We are in the process of restarting our production with an enhanced capacity of 18 TPD. This involves several steps, including upgrading our existing production facilities, investing in new machinery and equipment, and hiring and training additional staff. We are also working closely with our suppliers to ensure a steady supply of raw materials. The molded pulp industry will have a massive vacuum between demand and supply for a long time, considering the complete/partial ban on single-use plastic products in many countries, significant changes in paper pulp molding product market dynamics with increased demand post-COVID-19, the shift in food serving culture to takeaway food packaging, and the need of biodegradable industrial packaging will majorly influence the market demand size. We are confident these measures will enable us to meet the increased market demand and continue our growth trajectory.
PM: Please discuss the retail/distribution strategy you have adopted. In terms of acceptance, how would you describe the adoption of paper based tableware in India?
SKJ: Being in the disposable industry since 1997, we had an advantage in launching the molded pulp products in 2013. Our company policy of consistently producing the best quality products with ethical and transparent dealings helped us successfully accept our products. Distributors, dealers, and users require a solution against single-use plastics. Users know the advantages and disadvantages of using single-use plastic compared to 100% biodegradable products. The government is willing to impose the ban on single-use plastic but is lenient in implementing it due to a shortage of 100% biodegradable single-use products.
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PM: What innovation/s have you introduced that have worked as a game changer for you? Please discuss.
SKJ: Our products were designed differently than the conventional available designs and adopted by the big players in the international and domestic markets. The buying companies greatly appreciate our developments in the industrial packing for Chocolate, Water Heaters, and Water Purifiers.
PM: Give us a view of the paper-based tableware market in terms of growth and future in India.
SKJ: The Indian tableware market consists of various paper-based materials and molded pulp products that have grown fast over the last few years. It has a scope of vertical growth in the coming few years, and the Indian market can grow much quicker than the other international players, regions, and countries, as MSME and other concerned ministries have extended full support and back-up to grow. This potential for vertical growth is driven by several factors, including the growing awareness about the environmental impact of single-use plastics, the shift in consumer preferences towards sustainable products, and the government’s support in promoting eco-friendly alternatives.
