Century Laminates partners with fashion designer Manish Malhotra to launch a range of designer laminates for furniture, targeting the growing Indian laminate market.

Century Laminates and Manish Malhotra Collaboration: Revolutionizing the Decorative Space

Century Laminates’ collaboration with the renowned fashion designer, Manish Malhotra, marks a significant milestone in the world of furniture surface solutions. This industry-first range of designer laminates not only introduces a new era of style but also showcases the immense growth potential of the decorative laminate industry in India.

The rising living standards and increased consumer expenditure on home decor products have fueled the exponential growth of India’s decorative laminate industry. With an estimated market value of US$1.7 billion in 2022, this segment is predicted to reach a staggering value of $2.4 billion by 2028. Moreover, India has emerged as a global laminate exporter, outshining its Chinese counterparts, with its laminates being shipped to more than 100 countries worldwide.

The extension of the PLI scheme in the Indian laminate sector has further bolstered investment in this industry. Leveraging the favorable growth scenario, Century Laminates has taken a strategic move to launch its designer laminate range in collaboration with Manish Malhotra. Targeting a niche market with a price range of INR 5000 to INR 5500, Century Laminates aims to cater to the increasingly discerning and style-conscious luxury buyers.

Designer laminates, being an unexplored segment, provide CenturyPly with the opportunity to pioneer and shape future design concepts. With this collaboration, the company has envisioned a revolution rather than an evolution in the decorative space. By incorporating Manish Malhotra’s creative expertise and unique insights, Century Laminates has created a truly exclusive segment that showcases the harmonious marriage between fashion and furniture.

Keshav Bhajanka, the Executive Director of Century Plyboards (India) Limited, expresses his pride and delight in partnering with Manish Malhotra. Highlighting the shifting consumer behavior and lifestyle, Bhajanka acknowledges the need for brands to amplify individual expressive styles and enhance personal spaces. By unveiling designs that defy convention, Century Laminates aims to redefine the traditional perception of laminates and push the boundaries of creativity.

Manish Malhotra, known for his mastery in designing garments, embraces this new challenge of envisioning furniture aesthetics. Drawing inspiration from lifestyle, home decor, and spaces, he brings his rich design archives to life with laminates that encapsulate a sense of identity and belonging. Malhotra understands the enduring nature of laminates, as they become an integral part of furniture, continually visible. Therefore, his designs are meticulously crafted to possess enduring appeal and captivate attention over extended periods.

This collaboration embodies an exciting exploration of new avenues for both Century Laminates and Manish Malhotra, underpinned by an unwavering commitment to quality. The upcoming release of these exclusive laminates into the market promises to leave a lasting impression on customers and inspire a new era of creativity in the world of furniture design.

To amplify the style quotient of these laminates, Century Laminates has partnered with Wunderman Thompson to create two compelling ad films. A comprehensive 360-degree integrated marketing campaign has also been planned, utilizing various mediums such as TV, cinema, print, POS, and digital platforms. This holistic approach aims to generate excitement and anticipation around the launch of this revolutionary collection.

Ultimately, Century Laminates and Manish Malhotra’s collaboration represents a paradigm shift in the decorative laminate industry. By embracing fashion-forward design concepts and pushing the boundaries of creativity, they are set to create a trendsetting legacy that will influence future design concepts and captivate the imagination of discerning customers, interior designers, and architects alike. Fashion for your furniture is more than just a tagline; it represents a new realm of style and sophistication that will elevate the decor of millions of homes across India and beyond.

Century Laminates collaborates with Manish Malhotra to launch its industry-first range of designer laminates

Century Laminates, one of the largest brands in the furniture surface solutions category, by CenturyPly, announced collaboration with one of the most celebrated fashion designers of India, Mr. Manish Malhotra, and launched a stunning range of laminates which truly in letter and spirit ushers in “Fashion for your Furniture”.

With the elevating living standards of the Indians and the augmenting expenditure of consumers on the home décor products, the decorative laminate industry of India has shot up to a startling US$ 1.7 billion in 2022 and as per experts is expected to touch S$ 2.4 billion by 2028. Besides, India’s current position at exporting laminates has also overshadowed the Chinese counterparts with having transported in more than 100 nations worldwide.

Extension of the PLI scheme in the Indian laminate sector too has given a boost for mobilizing investment in the segment. Tapping on the current growth scenario in the laminate market, Century Laminates has formally come up with its industry-first range of designer laminates for thoughtful customers in collaboration with the celebrated star. The brand this time has targeted a niche market with the product that ranges between INR 5000 to INR 5500. Investing mainly on the software, Century Laminates has given Manish Malhotra’s intellectual property a room to recondition the laminate designs and create this exclusive segment for the loyal luxury buyers.

Designer Laminate is a segment which has not been explored yet and hence CenturyPly thought of capturing the 1st movers’ advantage in the segment with this collaboration. CenturyPly looks at the designer laminates to have the potential to become a trend setter and influence future conceptualisation on the designs.

Speaking on the occasion, Keshav Bhajanka, Executive Director, Century Plyboards (India) Limited. said, “I am so proud and delighted that Century Laminates has tied up with Mr. Manish Malhotra, a designer par excellence, to bring this range of laminates to our customers. Over the last few years, we have been witnessing a sea change in customer behaviour & lifestyle. They are looking at brands to amplify their style quotient and enhance their personality. They are aligned with global trends and exposed to international styling. In order to cater to such consumers, we wanted to innovate and change the way laminates have looked for ages. Instead of making incremental changes, we chose to unveil designs that will radically redefine the decorative space. We thought of ‘revolution’ not ‘evolution’ and who better than Mr Manish Malhotra to turn the ‘revolution’ we had envisioned into reality. He has effortlessly extended his expertise and his customer insight – from dresses to brand labels to accessories to, eventually, furniture. When it comes to designing what goes inside the wardrobe, Mr Manish Malhotra is the undisputed master. We put up a new challenge for him by asking him to design what goes outside a wardrobe as opposed to one who is globally known for i.e., dresses which goes inside the wardrobe. Not only did he graciously accept the challenge but also reinvented himself to come up with designs that are completely out of this world. Century Laminates by Manish Malhotra introduces a designer of this stature into the laminates category for the very first time. This trend beating genre of designer laminates – uber cool, super classy and a pride to own – is aptly described as Fashion for your Furniture. Discerning customers, interior designers and architects will now be like painters & sculptors – mixing & matching these laminates, making their imagination run wild as they create their own masterpieces.”

Speaking of which, Manish Malhotra said, “I find immense inspiration in lifestyle, home decor, and spaces. This collaboration brings me great joy, as both companies are seeking to explore new avenues with a strong commitment to quality. Our aim in creating the designs was to evoke a sense of identity and belonging, which led us to delve into our design archives for inspiration. Our goal was to encompass a broad spectrum of designs, ranging from formal to embroidered and even playful ones. It was crucial for us to be meticulous in delivering the designs, as the task at hand differed from designing garments. Unlike garments that are worn and removed after a few hours, laminates become a permanent part of furniture, constantly in view. Therefore, the designs needed to possess enduring appeal, capable of captivating attention over extended periods of time. We are incredibly excited about partnering with Century Laminates, and we express our gratitude to the organization for providing us with the opportunity to showcase our work on a new canvas. We eagerly anticipate the release of these designs into the market, as we believe they will leave a lasting impression.”

To breathe life into the style quotient of these laminates, Century Laminates has created two ad films, in association with its trusted partner Wunderman Thompson. Also, a 360-degree integrated marketing campaign has been mapped out to create excitement around the launch of the collection. TV will be the lead medium, supported by cinema, print, POS and digital.