Speakers: Anubhav Poddar, CEO of Global Nonwovens
Samuel Kumar, COO of Global Nonwovens
Mallyah Marimuthu, CMO of Global Nonwovens
Based in Nasik, Maharashtra, on the western coast of India, Global Nonwovens has become India’s leading manufacturer of polypropylene-based spunmelt and spunbond nonwovens. Since 2015, the company has manufactured high-quality nonwovens for the hygiene and medical markets under its brand name Glocare. Global Nonwovens was the first nonwovens company in India to set up two state-of-the-art Reicofil R4 five beam composite spunmelt lines and has since become the first company in the country to install a Reicofil R5 line.
Global Nonwovens CEO Anubhav Poddar, COO Samuel Kumar and CMO Mallyah Marimuthu discuss the company’s growth, consumer preferences in India and what’s next for the company.
NWI: Please start by discussing Global Nonwovens’ nonwovens operations. How have you been able to become India’s largest nonwovens producer?
AP: It was a courageous investment in India in this business, for the product volumes were concentrated with a handful of MNC’s and were being imported from companies that were in this business for a couple of decades or more. It was tough for a domestic new entrant company to crack such quality barriers and demands of the converters’ expectations on this product!
Customers are fastidious and selective about their preferred partners, and they define the tenets of sourcing for their requirements. It was paramount to align with their needs. The ultimate consumers of diapers and gowns demand no compromise in quality, safety and comfort for the products in use.
SK: There were four key drivers for the operations to succeed. Most importantly, the right technology was there.
First, the sources of raw material. The availability of the right raw materials was a challenge, as these were not available domestically. The priority was to source the right grade, right price and continuous supply in the short run and to develop domestic supplies for continuity as well as cost considerations.
Secondly, the human resource expertise availability was scarce in the country for managing this asset and attaining the product quality. In this scenario with the available expertise, the company pursued strategic methodology to develop the skill sets of recruits who were freshmen from technical institutes and colleges. A considerable number of resources is spent by the programs set up for honing the new recruits as well as imparting the skills to the recruits from other industrial sources.
Thirdly, the demands of process expertise and efficient management of the asset. We employed the strategy of focusing on fundamental process engineering applications, data analytics of the process and recasting the learning for the product performance. We used a large amount of data internally and externally to gain strength on the process expertise. Factors contributing to the efficiency were identified, prioritized and tracking the same resulted in the efficient utilization of the assets. We ensured the integration of the above two in the quality ecosystem and sustainable manufacturing practices as standards for continuous operations.
Lastly but most importantly, we did an aggressive marketing approach to quickly convert MNC’s and private labels into our clientele by qualifying our products within a short span of time, supplying the right kind of products with the desired quality and substituting imported products.
The technology and infrastructure, right product with right quality, human resources, systems and aggressive marketing were keys for the organization’s growth as the largest nonwovens producer in India today.
NWI: Have Indian customers come to demand premium nonwoven products featuring low basis weights and value added treatments? Explain.
MM: The low basis weight products are garnering strength in the Indian market, and it is catapulting the quality demand to the third level of product development compared to the development of nonwovens around the world in previous decades. Indian customers and producers are driven by this requirement and it is a healthy demand that is seen today. The low basis weight demand contributes to multiple benefits like product costing, reduced plastic waste and sustainability initiatives which are the needs of today. However, low basis weight is not the only factor for premium nonwoven products but assortment of value addition to the product like softness, elasticity, dryness, absorbency, etc. The value-added treatments are in the nascent stage but gaining strength. The value-added product developments elsewhere in the world are more regional specific preferences of the population, and in India, we think we will have to do value additions that are region specific for Indian consumers and will move in that direction.
NWI: Is the Indian market growing in sophistication?
AP: Every sector of consumer lifestyle in the Indian market is growing in sophistication. The consumer’s convenience is defined by the efforts and time spent on a daily life by the consumer. The younger population in the Indian demography, growing middle class and increasing number of working spouses look for more sophistication of products on the consideration of health, safety and sustainability needs. This is provided by improved technologies, innovations and processes taking place in nonwoven applications and meeting the needs of today’s world order like climate change, sustainability, etc.
NWI: Please discuss your decision to bring the first Reicofil 5 line to India. Similarly, how have the addition of treatment lines and testing centers enhanced your business?
AP: The Indian market is growing in sophistication and there is demand for products that can meet low grammages, wearable preferences, health and safety concerns. Market penetration of hygiene products in the Indian hygiene market is still low primarily due to cost and affordability. The only way to increase the market penetration is to keep the product cost low by the use of low basis weight nonwovens without compromising quality. So most Indian hygiene product manufacturers resort to reduce the grammage of all nonwoven components to lower product cost. The innovations and technologies can only meet these requirements. The latest generation RF 5 can produce ultra thin nonwovens with good mechanical properties, softness, uniformity and finer denier filaments. It is another bold step by the company for its vision to invest the R5 technology and be the preferred supplier for the most demanding consumers.
The treatment line will open up avenues for the development of value-added products and expansion of premium segment demands. The treatment factor can influence value addition in region specific treatments which we think is important to target and develop applications. It can be an opportunity to capture the export markets.
The company has a state-of-the-art testing facility that is comparable to any international testing centers or competing company. Our process expertise has been enriched by significant volumes of test data and optimized by our technical experts to yield significant process value.
NWI: How successful have you been in exporting your materials to other world regions?
AP: Nonwovens is a bulky product hence transportation cost plays a vital role for any customer to make any decision for imports. The nature of the business is predominantly regional. Due to our expertise, product development and technology, we have been successful in exporting our products to developed markets across the globe. We also have regional warehouses to support our customers to mitigate supply chain bottle necks.
NWI: How has your business evolved and grown since you started in 2015? What kind of challenges have you overcome?
AP: The initial couple years were tepid and tough, and the company had resilience to overcome the tough times. The company has invested time and resources to develop the market and conserve imports to India. Availability of superior quality product from state of art technology was made easier, quicker and it has resulted in the converters substituting their imports and expanding capacities. The company’s product portfolio has evolved and the differentiation in products from regular products has contributed to the indigenization of fabric for premium segments.
The company views the challenges and competition in a positive and healthy way. We have met a wide variety of challenges from various competitors, such as exotic variations from Southeast Asian producers, using application-driven models developed from a wide selection of successful productions. There has been pressure on pricing and the company has navigated this with resourceful ideas and business engineering. The company has faced competition from low-end technologies and continues to face challenges there. The company is confident of its investment in technology which fundamentally will give consistent quality, volumes and cost efficiencies as the market grows. The brands are establishing their inroads amongst various segments of the consumer which will drive volumes northward. The impact on consumers and quality of product is defined by the brand that delivers functionality and value like safety, health, convenience and cost.
NWI: What will be next for Global Nonwovens?
AP: At Global Nonwovens we believe and trust in partnering with our clientele by providing solutions that will build their portfolio and enhance their brand. We want to provide the final consumer a remarkable experience in health and safety. The company will continue to invest in innovations and cost-effective solutions and will make reasonable investments to build such portfolios.
Nonwovens are materials that can provide lifestyle sophistication for the consumer and make their experience of everyday life lively, and towards that direction Global Nonwovens will expand its portfolio for a world-class experience with large capacities and technologies.
www.globalnonwovens.in | info@globalnonwovens.in
Samuel Kumar, COO of Global Nonwovens
Mallyah Marimuthu, CMO of Global Nonwovens
Based in Nasik, Maharashtra, on the western coast of India, Global Nonwovens has become India’s leading manufacturer of polypropylene-based spunmelt and spunbond nonwovens. Since 2015, the company has manufactured high-quality nonwovens for the hygiene and medical markets under its brand name Glocare. Global Nonwovens was the first nonwovens company in India to set up two state-of-the-art Reicofil R4 five beam composite spunmelt lines and has since become the first company in the country to install a Reicofil R5 line.
Global Nonwovens CEO Anubhav Poddar, COO Samuel Kumar and CMO Mallyah Marimuthu discuss the company’s growth, consumer preferences in India and what’s next for the company.
NWI: Please start by discussing Global Nonwovens’ nonwovens operations. How have you been able to become India’s largest nonwovens producer?
AP: It was a courageous investment in India in this business, for the product volumes were concentrated with a handful of MNC’s and were being imported from companies that were in this business for a couple of decades or more. It was tough for a domestic new entrant company to crack such quality barriers and demands of the converters’ expectations on this product!
Customers are fastidious and selective about their preferred partners, and they define the tenets of sourcing for their requirements. It was paramount to align with their needs. The ultimate consumers of diapers and gowns demand no compromise in quality, safety and comfort for the products in use.
SK: There were four key drivers for the operations to succeed. Most importantly, the right technology was there.
First, the sources of raw material. The availability of the right raw materials was a challenge, as these were not available domestically. The priority was to source the right grade, right price and continuous supply in the short run and to develop domestic supplies for continuity as well as cost considerations.
Secondly, the human resource expertise availability was scarce in the country for managing this asset and attaining the product quality. In this scenario with the available expertise, the company pursued strategic methodology to develop the skill sets of recruits who were freshmen from technical institutes and colleges. A considerable number of resources is spent by the programs set up for honing the new recruits as well as imparting the skills to the recruits from other industrial sources.
Thirdly, the demands of process expertise and efficient management of the asset. We employed the strategy of focusing on fundamental process engineering applications, data analytics of the process and recasting the learning for the product performance. We used a large amount of data internally and externally to gain strength on the process expertise. Factors contributing to the efficiency were identified, prioritized and tracking the same resulted in the efficient utilization of the assets. We ensured the integration of the above two in the quality ecosystem and sustainable manufacturing practices as standards for continuous operations.
Lastly but most importantly, we did an aggressive marketing approach to quickly convert MNC’s and private labels into our clientele by qualifying our products within a short span of time, supplying the right kind of products with the desired quality and substituting imported products.
The technology and infrastructure, right product with right quality, human resources, systems and aggressive marketing were keys for the organization’s growth as the largest nonwovens producer in India today.
NWI: Have Indian customers come to demand premium nonwoven products featuring low basis weights and value added treatments? Explain.
MM: The low basis weight products are garnering strength in the Indian market, and it is catapulting the quality demand to the third level of product development compared to the development of nonwovens around the world in previous decades. Indian customers and producers are driven by this requirement and it is a healthy demand that is seen today. The low basis weight demand contributes to multiple benefits like product costing, reduced plastic waste and sustainability initiatives which are the needs of today. However, low basis weight is not the only factor for premium nonwoven products but assortment of value addition to the product like softness, elasticity, dryness, absorbency, etc. The value-added treatments are in the nascent stage but gaining strength. The value-added product developments elsewhere in the world are more regional specific preferences of the population, and in India, we think we will have to do value additions that are region specific for Indian consumers and will move in that direction.
NWI: Is the Indian market growing in sophistication?
AP: Every sector of consumer lifestyle in the Indian market is growing in sophistication. The consumer’s convenience is defined by the efforts and time spent on a daily life by the consumer. The younger population in the Indian demography, growing middle class and increasing number of working spouses look for more sophistication of products on the consideration of health, safety and sustainability needs. This is provided by improved technologies, innovations and processes taking place in nonwoven applications and meeting the needs of today’s world order like climate change, sustainability, etc.
NWI: Please discuss your decision to bring the first Reicofil 5 line to India. Similarly, how have the addition of treatment lines and testing centers enhanced your business?
AP: The Indian market is growing in sophistication and there is demand for products that can meet low grammages, wearable preferences, health and safety concerns. Market penetration of hygiene products in the Indian hygiene market is still low primarily due to cost and affordability. The only way to increase the market penetration is to keep the product cost low by the use of low basis weight nonwovens without compromising quality. So most Indian hygiene product manufacturers resort to reduce the grammage of all nonwoven components to lower product cost. The innovations and technologies can only meet these requirements. The latest generation RF 5 can produce ultra thin nonwovens with good mechanical properties, softness, uniformity and finer denier filaments. It is another bold step by the company for its vision to invest the R5 technology and be the preferred supplier for the most demanding consumers.
The treatment line will open up avenues for the development of value-added products and expansion of premium segment demands. The treatment factor can influence value addition in region specific treatments which we think is important to target and develop applications. It can be an opportunity to capture the export markets.
The company has a state-of-the-art testing facility that is comparable to any international testing centers or competing company. Our process expertise has been enriched by significant volumes of test data and optimized by our technical experts to yield significant process value.
NWI: How successful have you been in exporting your materials to other world regions?
AP: Nonwovens is a bulky product hence transportation cost plays a vital role for any customer to make any decision for imports. The nature of the business is predominantly regional. Due to our expertise, product development and technology, we have been successful in exporting our products to developed markets across the globe. We also have regional warehouses to support our customers to mitigate supply chain bottle necks.
NWI: How has your business evolved and grown since you started in 2015? What kind of challenges have you overcome?
AP: The initial couple years were tepid and tough, and the company had resilience to overcome the tough times. The company has invested time and resources to develop the market and conserve imports to India. Availability of superior quality product from state of art technology was made easier, quicker and it has resulted in the converters substituting their imports and expanding capacities. The company’s product portfolio has evolved and the differentiation in products from regular products has contributed to the indigenization of fabric for premium segments.
The company views the challenges and competition in a positive and healthy way. We have met a wide variety of challenges from various competitors, such as exotic variations from Southeast Asian producers, using application-driven models developed from a wide selection of successful productions. There has been pressure on pricing and the company has navigated this with resourceful ideas and business engineering. The company has faced competition from low-end technologies and continues to face challenges there. The company is confident of its investment in technology which fundamentally will give consistent quality, volumes and cost efficiencies as the market grows. The brands are establishing their inroads amongst various segments of the consumer which will drive volumes northward. The impact on consumers and quality of product is defined by the brand that delivers functionality and value like safety, health, convenience and cost.
NWI: What will be next for Global Nonwovens?
AP: At Global Nonwovens we believe and trust in partnering with our clientele by providing solutions that will build their portfolio and enhance their brand. We want to provide the final consumer a remarkable experience in health and safety. The company will continue to invest in innovations and cost-effective solutions and will make reasonable investments to build such portfolios.
Nonwovens are materials that can provide lifestyle sophistication for the consumer and make their experience of everyday life lively, and towards that direction Global Nonwovens will expand its portfolio for a world-class experience with large capacities and technologies.
www.globalnonwovens.in | info@globalnonwovens.in
