Pranesh Chhibber is the Country Director of FIIIndia since 2014, better known as Canadian Wood within the industry. He brings over 40 years of rich multinational experience to the position and has been closely associated with wood-related industries for close to 20 years. Over the last 5 years, he steered FII-India to be a name to be reckoned with in the wood and woodworking industry with innovative initiatives of promoting Canadian Wood lumber and its applications and facilitating the import of techniques and technology from B.C. Canada for wood in structural use and building with wood. Mr. Chhibber Tallks about the operations of not-forprofit, a non-commercial organisation – Canadian Wood in India, the advantages of using wood for façade cladding and fenestration, and the marketing strategies of the company.