After having primarily focused on the corrugation industry over the years, Shitla Papers has diversified into the carry bag, food packaging and specialty paper segments, offering 68 paper varieties to its customers, and is further expanding into emerging segments such as cooling pads and flexible packaging. In an exclusive interview with Paper Mart, Mr. Ayush Mittal, Managing Director of Shitla Papers, shared that Shitla Papers is targeting enhanced international footprint and a 100% growth rate by doubling its sales volumes in the next two years.
Paper Mart: Please tell us about your participation here at Paperex 2025.
Ayush Mittal: It has been wonderful participating here at Paperex. We’ve received an excellent response, with buyers joining us from across the globe, particularly from the Gulf countries, the Middle East, and Europe. Meeting them has been a truly enriching experience. We are also looking forward to welcoming more buyers over the next two days. Overall, it has been a very positive and rewarding experience.
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PM: Please tell us about your market footprint in the Indian and international domain.
AM: We have been in this industry for the past 40 years. In India, we are covering the northern and western regions, having a strong presence in the packaging grades. We are now expanding into food packaging and specialty paper segments as well. On the exports front, we are already serving around 22 countries, and over the next two years, plan to expand into more than 10 additional countries.
This industry has limitless potential with sky as its limit. As long as we maintain high-quality paper that meets market standards, we can export anywhere. We are continuously developing our products and exporting them to different countries, to meet growing demand and to expand our reach.
PM: How do you see the packaging industry evolving in India over the years?
AM: The packaging industry is rapidly evolving, moving away from plastics. There is a growing demand for paper, particularly recycled paper. While there are some short-term challenges due to geopolitical issues, the long-term demands in the packaging segment remain positive. I anticipate 2026 will be a strong year for the industry, with substantial growth opportunities.
At our company, we have focused on developing paper grades that not only meet international standards but are also competitively priced, offering real value to the customers.
PM: What are the latest developments happening in your company? How has the company evolved in terms of product segments and industry focus?
AM: When I joined the business, our focus was primarily on the corrugation industry. Over the years, we have strategically diversified and expanded into multiple segments. Today, we are actively involved in the carry bag segment, food packaging, and specialty paper grades, and the cupstock segment. Beyond that, we are venturing into emerging areas such as cooling pad industries and flexible packaging solutions. Essentially, we are establishing a presence in nearly every sector that relies on paper, ensuring that our products cater to a wide spectrum of industrial needs.
With this diversification and the continuous development of high-quality products, we are confident in our growth trajectory and are targeting to double our sales volumes within the next two years. This expansion reflects not only the increasing demand for paper-based solutions but also our commitment to meeting evolving market requirements.
PM: What are the current challenges that you are facing in the paper industry and how do you overcome them?
AM: One of the longstanding challenges for the Indian paper industry has been the perception that Indian paper is not of high quality, which often makes customers reluctant to pay a fair price. This mindset limits India’s true capabilities in producing premium, high-quality paper. In reality, Indian manufacturers can produce paper that meets, and in some cases exceeds, international standards.
At our company, we have focused on developing paper grades that not only meet international standards but are also competitively priced, offering real value to our customers. Our approach is to combine quality with affordability, ensuring that buyers can trust Indian paper for both performance and cost-effectiveness.
Moreover, we are actively working to expand into segments that traditionally relied on imported papers. By doing so, we aim to replace imports with high-quality Indian alternatives, demonstrating that Indian paper’s competitiveness on a global scale. This expansion is not just about increasing market share, but building confidence in the Indian paper industry and showcasing its ability to deliver world-class products consistently.
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PM: How are raw material shortages, rising input costs, and increasing imports impacting the Indian paper industry? What initiatives must be taken to overcome these obstacles?
AM: This is a very broad and complex issue, especially when it comes to raw material pricing. If we look at different segments, such as pulp, the prices fluctuate frequently, sometimes going up, or coming down. In the case of recycled wastepapers, the availability of premium-quality recycled fiber is gradually declining as paper demand increases. Since fibers weaken every time they are recycled, maintaining consistent paper quality becomes increasingly challenging. India remains heavily dependent on imported raw materials, while domestic fiber availability continues to decrease. This imbalance pushes prices upward. At present, there is no immediate or easy solution to this problem. However, mills must actively work on finding solutions as this is a serious concern for the Indian paper industry.
In light of this critical challenge, government intervention has also become essential. The government must support the industry through export incentives or protective measures. Initiatives such as the recent Minimum Import Price (MIP) on coated boards is a step in the positive direction, but similar actions are needed for other imported paper categories as well, which are disrupting the Indian market. If India is to compete globally and fully utilize its domestic capacity, such policy support is essential for the time to come. A collaborative approach between the government and industry is necessary for strengthening the Indian paper sector and ensuring long-term competitiveness in the future.
