Parul Mittal, Director at Greenlam Industries Ltd., has been actively associated with the company since its inception in 2013. She joined the Board of the Acquirer in November 2014. With over two decades of experience in marketing and design, she has been a driving force in helping the brand grow exponentially at both national and international levels. She has a positive bias towards initiatives that catalyse business growth to achieve excellence. At Greenlam, she has also been leading the Corporate Social Responsibility Initiatives across segments of health, education, and community welfare in multiple areas in Rajasthan and Himachal Pradesh. She is also passionate about building strong communities of individual employees, business partners, investors, customers, and society at large. She possesses an in-depth knowledge of global design trends, marketing strategies, and brand building. Over the years, one of the many valuable lessons she has learned is that leadership ought to be more participative and inclusive. Analytical, straightforward, and focused, Parul ensures that Greenlam Industries is on a rapid growth track and delivers value to customers.
In a candid conversation with WFM Media, Ms. Mittal shared her leadership journey and the company’s innovative approach to architectural design and surface solutions. With over two decades of experience, Parul has been key to Greenlam’s growth, both nationally and internationally. She discussed the company’s advanced cladding technologies, its commitment to sustainability and fire safety, and how Greenlam stays ahead of global design trends through continuous innovation.
Tell Us About Some Of The Latest And Finest Façade Solutions From Greenlam.
Greenlam Industries offers a premium range of exterior cladding solutions that elevate both the aesthetic appeal and durability of building façades. The Greenlam Exterior Clads collection boasts an extensive palette of 42 designs, including solid colours, woodgrains, and abstract patterns – empowering architects and designers with the flexibility to craft distinctive and visually striking exteriors.
Made with state-of-the-art GLE technology, these clads are engineered to endure extreme environmental conditions. Their UV-resistant properties help maintain vibrant colours over time, while their fire-retardant feature enhances safety for various building types. The Greenlam Exterior Clads come in a unique 4.25 ft x 10 ft size, adhering to European standards and offering a 12-year product warranty. This larger panel size minimises visible joints, creating a smooth and seamless façade while simplifying installation.
The versatile cladding can be used in a variety of exterior applications, including façades, elevations, balconies, boundary walls, soffits, gates, and gazebos, as well as in sectors like education, healthcare, hospitality, and retail. By combining innovative designs with high-performance features, Greenlam’s exterior cladding solutions provide an ideal balance of beauty, durability, and protection, making them a top choice for modern architectural projects.
Q. Design Trends Are Constantly Changing. How Does Greenlam Stay Ahead Of Global Design Trends, And What Role Does R&D Play In This? What Is GLE Technology, And How Does It Help To Make Clads Extremely Strong, Durable, And Resistant To Stains And Cracks?
Greenlam Industries leads the way in staying ahead of global design trends by consistently innovating and adapting to the fast-changing world of interior and exterior design. This continuous evolution is driven by an unwavering commitment to research and development (R&D), ensuring that Greenlam’s products are both aesthetically cutting-edge and functionally superior. Greenlam’s R&D team is dedicated to exploring emerging trends, materials, and technologies, ensuring that the company remains at the forefront of architectural design.
A key factor in Greenlam’s success is its exclusive GLE (Greenlam Exterior Laminate) technology. This breakthrough technology enhances the cladding’s performance by making it resistant to impact, enabling it to withstand harsh conditions without compromising on appearance. The clads are also equipped with an anti-graffiti surface, which makes them highly resistant to stains, thus ensuring easy maintenance, especially in urban environments. Their fire-retardant characteristics add an extra level of safety, making them a trusted choice for both residential and commercial applications. With a continuous focus on innovation, Greenlam remains a leader in the exterior cladding industry, offering products that deliver exceptional durability and design.
Q. How Do Greenlam’s Cladding Products Meet The Demands Of Architects And Designers? Are There Any New Textures, Finishes, Or Technological Advancements?
Greenlam Industries’ cladding products are expertly crafted to meet the dynamic demands of architects and designers who require innovative and high-performance solutions for exteriors. Understanding the importance of aesthetics, functionality, and sustainability in modern architecture, Greenlam provides a diverse array of cladding options that seamlessly combine these essential factors.
A standout feature of Greenlam’s exterior clads is its exceptional resistance to chemicals, ensuring long-lasting durability even in polluted environments. These clads are highly suited for urban areas, where exposure to pollutants is a significant concern. Furthermore, the clads are corrosion-resistant and frost-resistant, offering strong protection against environmental challenges. The anti-graffiti properties of the clads make them easy to maintain, preserving the appearance of the façade over time.
In terms of design flexibility, Greenlam offers a broad selection of wood textures, abstract patterns, and solid colours, making it easy to create customised and striking façades that reflect current design trends. Greenlam also plans to introduce new designs, staying ahead of the curve with advancements in materials and technology. This proactive approach ensures that Greenlam’s cladding solutions remain a leader in the market, providing architects and designers with the tools to realise their creative visions while maintaining high standards of sustainability and safety.
Q. With Growing Urbanisation, Fire Safety In Building Materials Is A Major Concern. How Do Greenlam’s HPL Cladding Solutions Ensure Compliance With Fire Safety Standards?
Greenlam is highly committed to the safety of its customers, making it a core design principle across its product range. High-profile fire incidents around the world, where non-compliant façade materials were used, have only reinforced the urgency of fire-safe design. In response, Greenlam is determined to offer best-in-class, fire-rated cladding solutions for façades and other exterior applications.
This commitment ensures built-in safety and full fire compliance, regardless of how or where the product is used. Greenlam’s HPL cladding meets the stringent ‘Difficult to Ignite’ classification (Euroclass B) and emits minimal smoke without releasing flaming droplets.
Moreover, the fire-retardant additive used is halogen-free, ensuring there are no toxic emissions or ozone-depleting effects in the event of a fire. This drastically reduces the risk of asphyxiation or other life-threatening hazards, setting Greenlam apart as a leader in safe and sustainable building materials.
Q. Given The Increasing Demand For Sustainable Materials, How Is Greenlam Innovating To Offer Environmentally Friendly Products?
Greenlam Industries is steadfast in its commitment to sustainability, consistently innovating to deliver environmentally responsible surfacing solutions that align with global green building standards. Sustainability is deeply embedded in its manufacturing practices, ensuring minimal environmental impact without compromising on quality. A notable initiative is Greenlam’s zero-liquid discharge policy, whereby all water used during production is treated and recycled, significantly reducing waste and conserving valuable resources.
The company also harnesses renewable energy sources, furthering its efforts to reduce carbon emissions and foster a cleaner manufacturing ecosystem. In line with its sustainable ethos, Greenlam ensures the ethical sourcing of raw materials, procuring them from FSC® and PEFC™-certified forests, reinforcing its commitment to responsible forestry and long-term environmental preservation.
Greenlam has earned a host of environmental certifications, including GREENGUARD, GRIHA, and IGBC, reflecting compliance with globally recognised sustainability benchmarks. Beyond manufacturing, Greenlam’s products support healthier indoor environments with low VOC emissions, contributing to improved air quality in both residential and commercial spaces. The brand is also exploring next-generation green technologies, such as anti-bacterial and energy-efficient laminates and compact laminates that offer enhanced durability with a minimal environmental footprint.
Through dedicated research and development, Greenlam remains at the forefront of sustainable innovation, offering architects, designers, and consumers high-performance, stylish, and environmentally conscious solutions that align with modern sustainability goals.
Q. What Are The Biggest Challenges In Promoting HPL Cladding In India, And How Is Greenlam Addressing These Challenges? How Is Greenlam Leveraging Technology And Digital Transformation To Enhance Customer Experience And Streamline Operations?
Promoting High-Pressure Laminate (HPL) cladding in India comes with its share of challenges, ranging from limited market awareness and competition from conventional materials to the growing demand for sustainable alternatives. Greenlam Industries addresses these hurdles through continuous product innovation, strict quality standards, and an unwavering focus on environmental responsibility. By offering a wide range of high-quality, durable, and eco-friendly cladding solutions, Greenlam caters effectively to the evolving needs of architects and designers.
In parallel, the company is leveraging technology and digital transformation to enhance customer engagement and operational efficiency. Greenlam has established Experience Centres that offer an immersive environment where customers can interact with its complete product portfolio. These centres provide a multi-sensory experience, helping architects, interior designers, and homeowners make informed decisions with confidence.
Furthermore, Greenlam’s widespread presence across multiple locations ensures it remains close to its customers and vendor partners, enhancing responsiveness and service delivery. By integrating cutting-edge technologies with a customer-centric philosophy, Greenlam continues to strengthen its market position and deliver outstanding value to its stakeholders.
Q. As A Leader In This Industry, What Advice Would You Give To Architects And Developers Looking To Adopt HPL Cladding For Their Projects?
As an industry leader, my foremost advice to architects and developers considering HPL cladding is to place emphasis on quality, reliability, and sustainability. It’s imperative to choose cladding solutions from globally reputed brands known for world-class manufacturing and rigorous quality standards – attributes essential for long-term performance and structural integrity.
Trust plays a pivotal role in this industry. End-users depend on architects and developers to guide them toward the best material choices for their homes, offices, and commercial spaces. With that trust comes a responsibility to recommend products that are not only aesthetically refined but also technically robust, offering both beauty and peace of mind.
The building materials industry is evolving rapidly, and innovation is key to staying ahead. Professionals should seek partnerships with brands that are constantly pushing boundaries to deliver sustainable, high-performance solutions. Not only do these products elevate the durability and appeal of projects, but they also contribute to a more sustainable future.
By making well-informed decisions and collaborating with credible, forward-thinking partners, architects and developers can set new benchmarks in modern architecture, ensuring safety, sustainability, and design excellence in every build.
Q. How Do You Cultivate A Strong And Innovative Team At Greenlam To Drive Excellence In Your Products, And What Role Does Collaboration Play In Achieving The Company’s Vision?
At Greenlam Industries, building a strong and forward-thinking team lies at the core of our pursuit of excellence. We nurture a culture rooted in continuous learning, creativity, and collaboration to keep our workforce at the cutting edge of industry evolution.
- Talent Development & Innovation: We actively invest in skill enhancement programmes, leadership development initiatives, and pioneering research to empower our team with up-to-date industry expertise. By fostering an innovation-driven mindset, we create a vibrant workplace where fresh ideas are encouraged, tested, and translated into tangible improvements in our products and processes.
- Collaboration & Cross-Functional Synergy: Collaboration is a cornerstone of our success. We encourage seamless synergy across departments – from R&D and design to manufacturing and marketing – ensuring a comprehensive approach to product development. Our global presence further enables us to collaborate with international experts, suppliers, and partners, enhancing our ability to deliver truly world-class solutions.
- Shared Vision for Excellence: Every Greenlam team member is aligned with our overarching vision of sustainability, quality, and customer-centric innovation. Transparent communication, collective ownership, and shared objectives empower us to challenge norms and raise benchmarks in the surface décor industry.
This collaborative and future-focused approach ensures Greenlam continues to lead with distinction, offering sustainable, high-performance, and aesthetically refined products to our customers around the globe.
Q. With Your Extensive Experience In Marketing And Design, How Do You Shape The Strategic Vision Of Greenlam Industries? What Key Principles Guide Your Leadership Approach?
Greenlam Industries’ strategic vision is built upon three pillars: innovation, sustainability, and meaningful customer engagement. By staying attuned to global design movements, we ensure that our surfacing solutions blend aesthetic sophistication with exceptional durability.
A robust focus on research and development enables us to introduce advanced materials that cater to the evolving expectations of architects and designers alike.
Sustainability remains central to this vision. From responsibly sourced raw materials and eco-conscious manufacturing to internationally recognised certifications, Greenlam is steadfast in its commitment to a greener tomorrow. We actively work to lower our carbon footprint, promote sustainable forestry, and develop low-emission, fire-retardant, and impact-resistant surfaces.
As part of our digital transformation journey, we’ve created immersive Experience Centres and established a strong omnichannel presence, enriching the customer journey. By marrying innovative technology with a customer-first approach, we ensure seamless engagement and accessibility.
Guided by a commitment to innovation, sustainability, and excellence, Greenlam continues to lead the surfacing industry, consistently setting new benchmarks in design and environmental responsibility.
Q. What’s Next For Greenlam Industries? Are There Any Upcoming Projects, Expansions, Or Collaborations That You Would Like To Share?
Greenlam Industries continues to stay ahead by constantly innovating and tracking global trends to deliver the best to our customers. Exciting new decors for our Clads range are in development, reflecting our design-forward approach.
We are expanding through strategic diversification, backed by significant investments in manufacturing. In 2023, we set up India’s largest plywood manufacturing facility in Tamil Nadu, followed by the country’s biggest fully automated chipboard plant in Andhra Pradesh – India’s only integrated site producing laminates, compacts, restroom cubicles, and pre-laminated chipboards under one roof.
The past decade has been transformative, and the future holds even bigger promises. With a focus on sustainability, innovation, and global reach, Greenlam is set to lead the next era of surface solutions.
