Dynamic Manufacturing India interacted with Mr. Ajay Khurana, MD, Formica India
1. How is Formica adopting technological advancements for a sustainable future?
At Formica Corporation, we continually strive to create innovative products that support sustainable design and contribute to a healthier environment.
The products under Formica umbrella are manufactured by using sustainable methodology. for e.g Fenix Bloom, it is a new core technology which is being introduced to significantly reduce the amount of phenol included in the resin by 50%. By maintaining the core values of sustainability and invention, products from the brand have been certified by LEED®, GREENGUARD GOLD and uses FSC® CERTIFIED WOOD.
As part of its goal to achieve net carbon neutrality by 2030, Formica Corporation aims for a midpoint benchmark of a 25% reduction of CO2 emissions and 10% reduction in primary energy demand by 2026. In addition, the company will pursue a 5% reduction of its water footprint in the next five years.
2. What is the expansion plan of the brand for the next 5 years?
We have launched our first experiential store in Delhi which will be treasure house for architects and interiors. Consumers will witness varied applications of high-pressure laminates at the exclusive Formica store which is going to stir the imagination power around interior solutions. We aim to become the most Inspirational and Aspirational brand of India.
3. Please share some details on FENIX & DecoMetal. How is Formica planning to position these premium and international surface solution brands in India?
Formica depicts the story of discovery and innovation through its diverse product range. The brand follows the philosophy of manufacturing advanced surface solutions consisting unique characteristics. The brand has maintained a league of its own with the launch of the next-generation surfacing materials — Fenix & DecoMetal in India. The exceptional quality, alongside the variants, product options and the widespread application, has made the brand the number one choice among consumers.
FENIX, an innovative material when it comes to premium interiors and luxurious furnishing, represents the finest range of surfaces that have both horizontal and vertical applications. The high-tech surface finish is flexible, with low light reflectivity and has been created using lignin technology. Fenix is anti-fingerprint and has an ultra-matte texture with a soft touch making it an ideal choice to design and invent a dream space. FENIX products are manufactured by Arpa Industriale through a proprietary technology in a fully robotized plant in Italy, in which heat and pressure are applied simultaneously to obtain a homogeneous non-porous product.
With more than 100 decors to choose from, DecoMetal — on the other hand, is a real metal surface primarily used to create an array of ambiances, something that lies at the core of luxury interior design and furnishing. It is produced in Germany by Homapal. Metal surfaces redefine space with depth, luster, sheen, and detailed texture. DecoMetal is durable and easily bondable to surfaces, and thus it gives an authentic metal finish. With textured and brushed effects that feel authentic and real, DecoMetal offers exclusive stylings on top of contemporary designs which are its numero uno USP.
Today, the demand for high-end interior, surface or facade solution isn’t just confined to the Metropolitan or TIER-I cities. We’ve witnessed greater consumer adoption for premium products in TIER II & TIER III regions as well, which is a great testament to the shift in consumer preferences. Also, the demand for Premium High-Pressure Laminate (HPL) has grown leaps and bounds over the past decade, owing to the polish, durability and robustness it offers. Thus, today, the market and the consumers in India are ready to accept premium products like FENIX and DecoMetal and we are constantly making efforts to spread awareness around the unique qualities of these products amongst our target audience.
4. Please throw some light on the various applications of high-pressure laminates.
The High-Pressure Laminate (HPL) panels are considered one of the most durable decorative surface materials which are a perfect fit to enhance the aesthetics of a space. It performs well in both horizontal and vertical applications and thus, is used in a variety of applications ranging from furniture, kitchen tops and sinks, cabinetry, wall treatments etc.
To give you a small example, DecoMetal is being used to manufacture an entire bar counter that demands glossy and glittery finish. And a FENIX can be used to manufacture kitchen surfaces with integrated kitchen sinks to seamless match with the overall décor of a kitchen space having a super matt look. Thus, the architects and interior designers need not to limit their imagination when adopting HPL or High-end surface finishing panel in their projects.
5. What are the latest trends being observed in the Indian Laminate Industry & how Formica is contributing to the same?
The latest trend in the furniture market aims to position laminates as the fundamental part of interior décor. Laminates are no more being used just to protect the furniture, but it has developed and expanded its application catering to the dynamic consumer preferences. Today, laminates have become synonymous to finest surface solutions. Consumers are hunting the surfaces that has distinctive features like anti-fingerprint, anti-bacterial, anti-scratch, thermal regulation, and various other innovative and advanced characteristics.
Formica has always been known as the torch-bearer in the laminate industry, and nothing has changed in all these years. The brand has adapted itself to the latest market trends and has catered India to premium surface materials like FENIX & DecoMetal which adds a touch of grandeur wherever it’s been installed or applied. The products are solely distributed by Formica in India, providing unique solutions and redefining elegant surfaces.
6. As an industry veteran, how do you perceive the future of the HPL market in India?
The demand for High-Pressure Laminate (HPL) has grown leaps and bounds over the past decade, owing to the polish, durability, and robustness it offers. Premium HPLs would continue to be the favorites when it comes to the laminate category.
High-pressure laminates are primarily used as furniture surface materials or wall paneling. With the rise in luxury furniture, the demand for superior quality wear-resistance products has increased; therefore premium surface solutions are witnessing higher sales. Post-pandemic, consumer demand has shifted to sustainable and durable products.
Moving to innovative design and contemporary look, the HPL market is growing at a steady rate and consumers are willing to purchase HPL extensively.
