Samet’s Master soft-close hinge systems (L) and GS-class ball-bearing slides are being manufactured in India.

Greenply Industries Ltd., a pioneer in the Indian plywood industry, and Samet, the Turkey-based leading global brand in functional furniture hardware, have introduced ‘made in India’ hinges and ball-bearing slide systems into the domestic market.

This strategic collaboration, under the brand Greenply-Samet, commenced its commercial production in March this year from the joint venture’s state-of-the-art manufacturing unit in Vadodara, Gujarat. This comes at an investment of ₹250 crore.

At a media get-together in Delhi recently, it was revealed that the JV was signed in October 2023, and Phase-I plan was rolled out in March 2024. The production capacity at this factory will be ramped up in three phases over the next 3 years with additional investments, ensuring a steady increase in output to meet the growing domestic market demand.

Shared vision

Manoj Tulsian, Joint Managing Director and CEO of Greenply Industries, and Serdar Senemoğlu, Executive Board President of Samet, shared their insights and vision for this ground-breaking collaboration.

By leveraging Greenply’s strong market presence and Samet’s advanced technological capabilities with 51 years of corporate excellence, the JV entity is conident of its ability to deliver innovative and high-quality hardware solutions to transform the landscape of interior design in India.

The JV seeks to exploit Greenply’s industry expertise and distributor network with Samet’s advanced technological capabilities. Greenply has 2,300 dealers and authorised stockists, a retail network exceeding 6,000 and more than 50 physical and virtual branches pan-India.

“This JV is dedicated to manufacturing and marketing premium furniture hardware, including state-of-the-art slide systems for wooden and metallic drawer systems, hinge systems, lift-up systems, and other innovative products,” Serdar said.

Global hub

“This partnership not only aims to cater to the domestic market but also envisions making India a global hub for functional furniture hardware. The synergy between Greenply and Samet is expected to drive significant growth and create new benchmarks in the industry,” Manoj added.

With headquarters in Mumbai, Greenply-Samet India intends to supply patented, value-added products in all furniture accessory categories. Over the next 5 years the JV will add key product categories. Next in line are the commissioning of Smart Slide full extension undermount slide systems and Flowbox drawer box systems.

In Phase 3, the Vadodara production centre will achieve a full-scale volume with the manufacturing of slide single-extension undermount slides and a Slim-Mech single lift-up door system.

New standards

Greenply has continually pushed the envelope in innovation and sustainability. The company recently achieved a significant milestone by obtaining CARB and EPA certifications for its zero-emission plywood product range, setting a new standard in the industry.

Additionally, Greenply inaugurated a state-of-the-art MDF production line in Vadodara in April 2023, equipped with the latest Prodio Neo technology from Siempelkamp of Germany.

Samet has a rich history of innovation and excellence, offering over 6,000 types of cabinet hardware. The company is renowned for its commitment to European quality standards and its ability to deliver cutting-edge solutions that enhance both the functionality and aesthetic appeal of furniture worldwide.

Samet products are produced in Çerkezköy, near the capital Istanbul, in its modern, high-capacity production facility equipped with the latest technology. The company exports its products to more than 80 countries.

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