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Home > City Resources > Interior and Furniture > Moulding success with plastic


Sunil Agarwal, M.D. People have today turned in a big way towards using metal and plastic furniture, as environmentalists and the government are focusing on finding an alternative to wood furniture to save depleting forests. In this scenario, plastic material, being light, durable, economical and easily mouldable into any shape, has become the best alternative to wood. But the story is something different with Mr. Sunil Agarwal. He started a moulded plastic furniture unit for different reason. He has been engaged in bullion trading since 1992 and his business turnover was about Rs. 150 crore per annum when he jumped into the plastic furniture manufacturing company, Titan Plast Private Limited. "I have observed that the 'S' type chairs, which are used in offices, need more maintenance than others. The wire will tear off after every three or four months and the screws often cause damage to clothes. I felt that the plastic furniture is the best alternative to metal and wood, and the growing demand for the plastic furniture attracted me into this business," said Sunil Agarwal, managing director, of Titan Plasts. His other members of the family own different factories for producing biscuits, craft paper, plywood, etc.

Vibrant colours and patternsStarted with a capacity of 5 lakh units per year, in December 1999, Titan now (i.e., in February 2001) produces 15 lakh units per year. The remarkable growth of 200 per cent in a short span of 14 months shows how Titan's products are gaining popularity over other established brands. "The leading brands slashed their product prices from Rs. 300 to Rs. 200, when we got ready to launch our product. We took the challenge and launched our product at Rs. 175 per chair, without compromising on the quality. This strategy paid us good dividends. We captured a sizeable market all over India," said Sunil confidently.

State-of-the-art Taiwanese TechologyThe Titan product range includes chairs, stools, baby chairs and tables. The vibrant colours and attractive backrest patterns make them truly different from others. The cartoon characters like micky mouse and donald duck adorn the backrest patterns of baby chairs, while the normal chairs come with flowers and patterns along with general wire mesh pattern which generally appears in most of the 'S' type chairs. "The success of Titan goes to the Taiwanese technology and the Taiwan machinery that we use now. The imported machinery helped us a lot in producing different new colours like 'Cloudy Blue' and 'Marble Green', which gave our products a cutting edge over the leading brands," remarked Sunil.

A just moulded stool "Now, we are targeting all sections of people in society. Most of our customers are primarily of middle class. But now, people of high society are also preferring Titan chairs to other leading brands, because our chairs are moulded according to the body structure, which keep the users in an 'untired' condition. You can see that, I am also using Titan chair instead of a revolving chair,"
explained Sunil, while talking about quality and comfort of their products.

"We have a good dealer-to-distributor network all over India. Our products are available in Kerala, Tamil Nadu and Karnataka besides all parts of Andhra Pradesh. Though we are not directly engaged in exports, some of our products are exported by our dealers,"
said Sunil. With this success Sunil is planning to set up a manufacturing unit to produce branded furniture.

Address: Titan Plast Pvt. Ltd., Survey No. 252, Gagan Pahad, Hyderabad - 501 323. Phone: 401 0552, 401 2053, 401 3824.
Fax: 401 7043.

-Mohan G Jagan
Photographs by: Devadasan K.P.

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Moulding success with plastic