Greenvale Eco Products Private, a leading provider of sustainable paper-based tableware solutions, plans to increase its capacity from 300 tonnes per month currently to 600 tonnes per month over the next two years. This was revealed by Mr. Anil Malani and Mr. Shyam Malani, Founders and Managing Directors of Greenvale Eco Products Private Limited.
Paper Mart: What factors encouraged you to enter the paper-based tableware market? How are you positioned today?
Anil Malani: Growing awareness and concern for the environment have driven both consumers and businesses to seek sustainable alternatives to plastic. The detrimental effects of plastic pollution on oceans, wildlife, and human health have prompted a shift towards eco-friendly products. This trend created a significant opportunity for businesses to offer biodegradable and compostable tableware. Many governments worldwide have either implemented or are considering to implement bans or restrictions on single-use plastics.
These regulations encourage the adoption of sustainable alternatives, making paper-based tableware an attractive market. There is a growing demand from consumers for environmentally responsible products. This shift in consumer preference towards sustainable options has created a strong market for pulp-based tableware. Advances in technology and materials have improved the quality and functionality of pulp-based tableware.
We are recognised as a leading provider of sustainable paper-based tableware solutions. Our commitment to environmental responsibility, combined with high-quality products, has established us as a trusted brand in the market. We prioritize customer satisfaction and engage closely with our clients to understand their needs and preferences. Our customer-centric approach enables us to provide tailored solutions and exceptional service, fostering long-term relationships and loyalty.
We continuously invest in research and development to enhance the performance, durability, and aesthetic appeal of our products. Our innovative approach ensures that we stay ahead of market trends and offer cutting-edge solutions to our customers.
Our entry into the pulp-based tableware market was driven by environmental concerns, regulatory changes, consumer demand, CSR goals, and advancements in product quality. Today, we are positioned as one of the market leaders, offering a diverse and innovative product range through a robust distribution network, with a strong emphasis on customer satisfaction and sustainability.
PM: Give us a brief on the product range you have introduced. How much has it diversified?
AM: Our product range has significantly diversified to cater to various customer needs and preferences. Initially, we focused on core offerings such as plates and bowls, but we have since expanded our portfolio to include a wider array of products. This diversity allows us to cater to different market segments, including retail, hospitality, and event management. It also allowed us to tap into new markets, address a broader spectrum of customer requirements, and stay competitive in the industry. Our extensive product portfolio includes a wide variety of paper pulp-based tableware items, from plates and cups to cutlery and packaging solutions. We have basic plates and bowls catering to household and industry disposable needs, a premium range of tableware catering to the QSR segment, and hinged boxes & containers for the takeaway segment.
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PM: Where in India do your products enjoy strong demand? What new markets are you eyeing?
Shyam Malani: Our well-established distribution network ensures that our products are readily available to customers across various regions. We have partnered with key retailers and distributors to maximize our market reach and accessibility. Our products enjoy strong demand in several regions across India, with major market share coming from the western and southern parts of the country. We are planning to establish a new manufacturing unit in the northern region to target markets where we currently have less presence. This expansion will enable us to better reach customers in both northern and eastern India.
PM: What is your production capacity? Assuming increased market demand, how much will it change?
SM: Our current installed capacity is 300 tons per month. We plan to double this capacity over the next two years.
PM: Please discuss the retail/distribution strategy you have adopted.
AM: Our retail and distribution strategy is designed to maximize market reach and ensure product availability across diverse regions. Key elements of our strategy include:
- Multi-Channel Distribution: Utilising a mix of direct sales, online platforms, and retail partnerships to ensure our products are accessible to a wide range of customers.
- Regional Distribution Centers: Establishing strategically located distribution centers to facilitate efficient and timely delivery, reducing lead times and improving service levels.
- E-Commerce Expansion: Strengthening our online sales channels through partnerships with major e-commerce platforms and enhancing our direct-to-consumer online store.
- Customer Support: Providing robust customer support to assist with product inquiries, orders, and after-sales service, ensuring a positive customer experience.
This comprehensive strategy helps us achieve broad market coverage, efficient distribution, and high customer satisfaction.
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PM: In terms of acceptance, how would you describe adoption of paper-based tableware in India? What are the growth prospects of this segment?
SM: The adoption of paper pulp based tableware in India has been steadily increasing in recent years. Initially driven by environmental concerns and the desire for more sustainable alternatives to traditional plastic and styrofoam products, paper-based tableware has gained acceptance across various segments of the population.
In urban areas, especially among environmentally-conscious consumers, there is a growing preference for paper-based tableware due to its biodegradability and eco-friendly nature. Additionally, government regulations and initiatives aimed at reducing plastic usage have further encouraged the adoption of paper-based alternatives.
In the hospitality industry, including restaurants, cafes, and foodservice providers, there is a noticeable shift towards using paper pulp based tableware as businesses seek to align with sustainability goals and cater to the preferences of eco-conscious customers.
However, in rural and less developed regions, the adoption of paper-based tableware may be slower due to factors such as lower awareness, limited availability, and cultural preferences for traditional materials. Nevertheless, as awareness campaigns and accessibility improve, the acceptance of pulp-based tableware is expected to continue growing nationwide.
Overall, the paper-based tableware market in India is poised for sustained growth driven by environmental consciousness, regulatory support, and evolving consumer preferences, presenting opportunities for both businesses and consumers alike.
