Nipponply Offers a Range of Products with Their Core Idea of ‘Value for Money’
The Beginning
Nipponply began its journey in 1994 under the banner of Nippon. In Japanese, “Nippon” means the rising sun – the source of life, power, and strength. Similarly, Nipponply is committed to providing quality products that embody power, strength, and durability, ensuring that furniture made from these products is long-lasting. The company believes that with the grace of God, blessings from elders, and support from trade partners, they have grown manifold year on year.
The Brand Idea
Nipponply was launched in 2012 with the commitment to offer the best quality products and services at reasonable prices. The brand stands absolutely uncompromising on its core values, maintaining long-term relationships with customers and channel partners. At its core, Nipponply promotes the idea of “VALUE FOR MONEY” by offering excellent quality, durability, and strength in its product line. Amplifying practicality and maximizing advantages for consumers by serving them in a contemporary and innovative fashion is at the heart of their philosophy. The company continuously invests in R&D to introduce more value-based and innovative products into their portfolio.
Experiences
Although primarily a marketing company, Nipponply has vast experience and expertise to assure high-quality product offerings. Their guiding principles are SOURCE, STRENGTH, and STYLE, which help them find the right materials to craft products that infuse strength into furniture and bring style to interiors. With decades of experience, they understand the best raw materials and production processes for each product. Focused on the finished product’s USP, they offer buyers long-lasting products that provide value for money at the right price.
Nipponply pioneers in sourcing products from proficient and renowned manufacturers across India. Their units are located near the availability of the best raw materials and skilled labor. The company follows strict parameters for raw materials, production processes, and quality, ensuring that these are religiously adhered to by manufacturers and warehouses alike. Since its inception, the company’s quality claims have been less than 0.01% of sales.
Quality Parameters & Offerings
Nipponply is an ISO 9001:2015 certified company with SE-3B CRISL rating. Their products follow stringent quality norms, including offering decorative faces with higher thickness in plywood, blockboards, and flush doors, all of which can be directly polished with various stains in shades like Walnut, Maple, Oak, Teak, and more. They offer over 150 types of decorative veneers, including Gurjan Platform with higher thickness faces (0.5mm-1.0mm), and Burma Teak veneers with 0.3mm-1mm face thickness. Their decorative HPL laminates are 1mm+ thickness, made with 100% phenolic resin and imported design papers. Additionally, they provide decorative laminates with veneer-like textures and styles.
The Target Area
Nipponply offers essential products for interior decoration, capturing 75-80% of the overall sales for retailers and galleries catering to medium and high-end consumers through architects, interior designers, and contractors. They aim to provide trustworthy, quality-assured products at reasonable prices, available easily across pan-India. With an expanding focus on Tier-1, Tier-2, and Tier-3 cities, the company plans to engage stockists as business partners to serve these markets effectively.
Business Model
Nipponply’s core objective is to increase the net profit of its channel partners by reducing large investments in stock, infrastructure, and working capital, which otherwise consume a significant portion of gross profits. By creating a network with low operating costs, the company aims to increase its partners’ profitability with minimal investment. The company focuses on prompt material supply to business partners (stockists) rather than dumping excess stock in the market.
To enhance operational efficiency, Nipponply is developing a digital network that streamlines product selection, information, stock, ordering, and dispatch systems. This initiative, supported by Mr. Smit Thakkar, is expected to save time, reduce costs, and cut down infrastructure investments. They are also highly active on social media platforms for digital marketing. In a highly competitive market, the company believes this new business model will be welcomed by trade partners.
Product Feature and Promotion
Nipponply showcased its products at Ace Tech Mumbai 2018 with a stunning stall design that reflected the company’s philosophy of transparency, reliability, and value for money. The aim was to display their product range and quality while allowing visitors to experience the actual applications of these products in interior design. The company received overwhelming feedback from architects, interior designers, and industry professionals who appreciated the high-quality craftsmanship and unique product features.
Their booth, made entirely of Nipponply’s plywood, veneers, and laminates, provided a real-life experience of the materials’ strength, style, and decorative value. This innovative approach helped showcase the core attributes of Nipponply products, including veneer thickness, platform design, and laminate quality. The company’s products received high praise for their exceptional quality, leading to the receipt of the prestigious “Iconic Booth” award.
Focus & Future Prospects
Looking ahead, Nipponply plans to continue focusing on its core product categories essential for interior decoration. With India’s increasing per capita income and growing demand from rural markets, the company aims to capture a reasonable share of the expanding demand for quality interior products. Their target customers include retailers and galleries, architects, interior designers, contractors, OEMs, furniture manufacturers, institutional buyers, and project-based bulk sales.
The company is committed to supporting its business partners and generating value by maintaining high standards of quality and service, positioning themselves as a leader in the interior products market.
Ply Reporter January 2019
