Associate Decor bounces back in market

Associate Decor Ltd. (ADL), India’s largest capacity particle board producer, has restructured its production and marketing strategy to start production in full swing once again. It was not utilising its full capacity due to raw material shortage for a year.

Mr. S.P. Bhasin, President of ADL, told WoodNews during DelhiWood 2017 that the company had revamped its production system and marketing strategy, in an effort to regain its market share and capture new markets.

ADL is all set to cross Rs. 450 crore turnover in the coming financial year, Bhasin said, adding: “Our production is on in full swing and sales have also picked up in the last three months. This will lead us to a strong presence in the market.

He said the particle board industry is growing at 15% annually. Specifically, decorative boards, humidity/ moisture resistant boards, EI class boards, special and decorative finish surfaces will see good growth in this segment.

He said imports had risen in recent years due to zero import duty on SAARC countries and the absence of anti-dumping duty on import of particle board.

On MDF production in India, he said the prevalence of high anti-dumping duty on imports had boosted domestic business, adding: “That is why many new MDF plants are coming up.”




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