In an insightful conversation with WFM Media, Pranesh Chhibber, Country Director, Canadian Wood, shares the company’s remarkable journey in India’s wood products market. With a strong commitment to sustainability, Canadian Wood has played a pivotal role in promoting responsibly sourced, certified wood while raising awareness about eco-friendly building materials. From educating architects and manufacturers to fostering partnerships that drive sustainable practices, the company has successfully positioned itself as a key player in India’s growing demand for high-quality, durable wood. In this discussion, we explore Canadian Wood’s unique product offerings, its impact on the industry, and how it continues to innovate and adapt to modern architectural demands.
Please Share The Journey Of The Canadian Wood And How It Has Influenced The Company’s Growth And Presence In India’s Wood Products Market.
FII-India (Forestry Innovation Investment), better known as “Canadian Wood,” is a Crown corporation of the government of British Columbia (Canada’s province on its west coast) and is mandated to promote its forest products and expertise in overseas markets.
In its journey of just over a decade in India, FII (Forestry Innovation Consulting India Pvt. Ltd.) has successfully established Canadian Wood as a highly credible brand in the Indian market and helped create awareness about responsible consumption among manufacturers and consumers alike by educating stakeholders on certification and sustainable forest management.
As a forest nation with over 348 million hectares of forest land, representing about 9% of the world’s total forest cover, Canada accounts for under 0.3% of global deforestation and is home to 44% of the world’s certified forests.
Canadian Wood promotes five distinct wood species from the certified and sustainably managed forests of B.C., Canada, and each of these species is unique and suitable for an endless variety of applications. Today, they are well accepted for both remanufactured and structural applications by architects/designers, developers/builders, and manufacturers/contractors for both outdoor and indoor use.
Canadian Wood Is Known For Promoting Certified Canadian Wood Species. What Are The Key USPs Of These Wood Species, And Why Are They Preferred For Various Applications?
The Canadian Wood species are highly mature and come from slow-growing trees that are well known for being highly stable, easy to work with, and very versatile. Each of these species – Western Hemlock, Douglas Fir, Western Red Cedar, Yellow Cedar, and SPF (Spruce-Pine-Fir)—is certified and harvested from sustainably managed forests with minimal environmental impact. These species are known for their natural beauty and high strength-to-weight ratio. Additionally, the two cedars are decay-resistant and most suitable for outdoor applications as well. The graded Canadian wood lumber ensures consistent quality and sizes and is appreciated for its ready-to-use advantage.
What Are Some Of The Milestone Achievements Canadian Wood Has Accomplished In The Indian Market?
Canadian Wood is a pioneer in creating awareness about certification and sustainability. Other major successes include popularizing softwoods and evenly sized, graded lumber in India by educating the woodworking industry about its benefits, including manufacturers in the export-oriented clusters in northern India. Canadian Wood has also organized programmers and trained professionals in building wood in India and is constantly working to grow the ecosystem of professionals engaged in working with wood.
How Does Canadian Wood Stay Ahead Of The Competition Regarding Innovation And Adapting To Modern Architectural Demands?
We are a not-for-profit organisation, purely engaged in promotional activities. I don’t think we have any comparison with commercial organisations. However, we provide technical support to the architectural fraternity to help designs translate into reality with wood, both in remanufactured and structural applications.
Sustainability Is A Key Focus For Canadian Wood. Could You Elaborate On Your Commitment To Environmental Practices, Such As Sourcing Certified Wood And Promoting Sustainable Building?
Canadian Wood has a strong focus on sustainability, with all its wood products being responsibly sourced from carefully managed forests that meet high environmental standards. Canadian Wood species are certified by third-party audit agencies such as PEFC and FSC. B.C., Canada, practices sustainable forestry with some of the most comprehensive measures in the world. According to a comprehensive study by UBC, roughly 95% of B.C. forests are publicly owned and governed by stringent laws and environmental regulations. With over 348 million hectares of forest land representing about 9% of the world’s total forest cover, Canada is a forest nation accounting for only 0.3% of global deforestation and is home to 44% of the world’s certified forests.
With An Expanding Presence In India, How Does Canadian Wood Ensure Timely Delivery And Efficient Support For Projects Across The Country?
As mentioned earlier, FII does not indulge in any commercial activity such as the sale of wood, but it connects buyers in India with suppliers in B.C., Canada, to aid commerce between the two nations. Canadian Wood species are also available with over 40 stock providers in more than 20 cities across India, catering to the market’s needs at short notice.
Could You Explain How The Properties Of Canadian Wood Species—Such As Durability, Moisture Resistance, And Insulation- Help Enhance The Sustainability And Energy Efficiency Of Buildings?
Wood is the only natural material that is renewable and helps mitigate the carbon footprint. Besides being a natural insulator, it is also an energy-efficient material and has excellent acoustic properties. Canadian Wood lumber (sawn timber) from B.C., Canada, is well-seasoned and highly stable, coming from very mature trees, often over 250 years old. This makes them excellent for a wide variety of applications. Their high strength-to-weight ratio makes them ideal for both remanufactured and structural use, including outdoor applications. Additionally, the two cedars are highly resistant to natural elements such as snow, sleet, and rain, and they handle climatic changes excellently.
Canadian Wood Products Meet International Standards And Certifications. How Do These Global Best Practices Contribute To The Reliability And Trust Customers Place In Your Products?
Canadian Wood products comply with globally accepted standards and certifications, including PEFC and FSC, to ensure they meet high environmental, social, and economic standards. These international best practices ensure that the wood is legally harvested in a sustainable manner, helping to preserve forests and promote responsible forestry. By being compliant with these standards, Canadian Wood gains the trust of customers, providing products that are not only high quality and long-lasting but also ethically produced. This dedication to stringent regulations enhances the credibility of Canadian Wood products and encourages architects, designers, and builders to have faith in the quality and sustainability of Canadian Wood.
What Are Some Of The Key Challenges You Face In The Indian Market, And How Does Canadian Wood Overcome Them While Staying Competitive?
India has traditionally been a tropical hardwood-consuming nation, accustomed to heavy and dark wood, which was a major challenge in the initial days and remains somewhat limited in upcountry markets. Another challenge is that the woodworking industry in India is highly fragmented, with very few large-scale woodworking factories. This makes it challenging to reach many small and medium-scale manufacturers, leading to a lack of standardization. Canadian Wood has been working diligently to overcome these challenges and has successfully gained acceptance among the increasing number of mechanized manufacturing facilities.
How Do You Envision New Technologies And Trends, Such As Smart Building Materials Or Eco-Friendly Alternatives, Impacting The Wood Industry In The Near Future?
Emerging technologies and trends, such as FJEG boards, Glulam, CLT, and other engineered wood products, are green substitutes set to transform the remanufactured and structural use of wood, including in tall buildings. The growing awareness of biophilia is also contributing to the increased use of wood in various applications, helping to mitigate global warming and reduce the carbon footprint. As these trends mature, Canadian Wood will continue to adopt and integrate these innovations to ensure that wood remains a key player in sustainable, high-performance building solutions for the future.
Looking Ahead, What Is Your Vision For Canadian Wood In India Over The Next Decade? Do You Have Plans To Expand Into New Markets Or Diversify Your Product Offerings?
As a wood-deficit nation and a fast-growing major economy, India holds immense potential for Canadian wood products. In the years to come, Canadian Wood sees an opportunity to drive growth in India through greater geographic penetration into new territories and an intensified push for sustainable wood solutions in emerging interior design businesses. In the future, the product range may expand in response to market opportunities by introducing cutting-edge, wood-based options that align with evolving consumer expectations. Canadian Wood will continue to educate the industry about its forest products, practices, and expertise while forging strong local partnerships and promoting sustainable building practices, thereby solidifying its position as a leader in sustainable wood products in India.
