Brands
IPL 2022: Greenply joins hands with LSG as associate partner
Mumbai: Ahead of the first match to be played for the much anticipated Tata Indian Premier League (IPL) 2022, interior infrastructure company Greenply Industries has announced its association with the newly minted franchise of Lucknow Super Giants (LSG) as its associate partner.
With this association, the company aims to focus on strategic investments for the Uttar Pradesh market to expand its business operations.
Aligned to the association, the players and official members of LSG team will be sporting the Greenply logo on the right-side chest of their official match day jersey. The logo will also be prominently visible during the on-ground matches of the franchise. The association will also be amplified across digital and social media platforms which will run through the entire duration of the tournament, said the statement.
“There has been a dynamic shift in the consumer pattern towards the branded products and hence we see a lot of growth potential in the Uttar Pradesh market,” remarked Greenply Industries Ltd chairman cum managing director Rajesh Mittal. “Our three new manufacturing units will cater to serve the growing demand for plywood and allied products in this market and will cumulatively help us to grow our business operations nationally. Uttar Pradesh is an ideal investment destination for us as this market even in the current scenario is the third largest value contributor towards our business.”
“We are delighted to be entering into a long term partnership with an esteemed brand like Greenply. We appreciate their trust in a new franchise and we are confident that this will be a very successful association for both brands,” commented Lucknow Super Giants CEO Raghu Iyer.
Uttar Pradesh serves as the second largest plywood market as per value. Since Uttar Pradesh is a growing market, Greenply is expanding its plywood and allied products capacity by investing ~Rs 200 crore in the state, according to the company.
The company is setting up a manufacturing unit at Sandila Industrial Area in Hardoi, Uttar Pradesh which will be its manufacturing; one unit in Hapur and two units in Bareilly through partnership, it said.
“Uttar Pradesh is a key market for us, and we hope this association creates a significant positive impact amongst our target consumers,” stated Greenply Industries Ltd joint managing director & CEO Manoj Tulsian. “India is a cricket frenzy nation, and this partnership will help us to build a high brand recall and reach amongst our target audience. We look forward to a very successful season for both the brands.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
