AS TISSUE PAPER MILLS MUSHROOM AND INDIA’S GROWTH CONTINUES, THE STYLISH BEETA TISSUES SEES ONLINE SELLING AND UPSELLING AS VITAL

This is a preview. For the full articles, charts, and updates, read Tissue World Magazine—fully downloadable here or available in the web version at tissueworldmagazine.com. Stay connected with us: TWM – The Independent News Provider for the Global Tissue Market.

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In 1992, Sumit & Meena Khanna set out to create innovative, highquality tissue products from a small garage. Now, their FSC-certified face tissues, napkins, and rolls are found in boutique stores and supermarkets across the country. Here, Sumit discusses their evolving business model.

The growth trajectory of India has taken many by surprise. The country continues to grow at a healthy pace despite world-wide recessionary trends. This buoyant mood has paid dividends across industries to a varying degree. As an outcome, tissue paper mills have been mushrooming across the country. Consequently, the issue of additional capacity and intense competition must be managed. We expect to see mergers and acquisitions over the next five years.

Fortunately, the energy crisis due to the wars has not adversely affected India and inflation trends have been controlled.

Post Covid, there has been an upward trend in tissue consumption mostly in the kitchen towel segment. The dependence on cloth for cleaning in the kitchen sector is seeing a lower trend. Traditionally, Indians use water for personal cleaning in toilets. Despite a 43% increase in international travel since 2022, toilet tissue is not a preferred choice. Toilet tissue has found a place in most urban toilets and the AfH sector for drying post cleaning.

The increase in disposable incomes and being the fastest growing economy will surely increase the gross sale of towel and tissue products, but the advent of more players is going to make margins bleaker.

Like most other countries, in India we are also trying to find the environment, economy, and equity balance. Sustainable solutions are being implemented as most are getting regulated and mandated by government agencies. There is a preference amongst the youth and the well-travelled Indians to look for these products, though currently this market is in the nascent stage. To keep up with the evolving world, we have also shifted our packaging to more eco-friendly options.

Brand loyalty in India is not too high in the tissue segment, yet surprisingly private labels don’t find their place in many Indian homes or offices. The only private label that manages to dent the existing brands is Amazon’s private label.

Beeta Tissues has always prided itself on its innovative products. Strategic marketing being the enabler for our brand presence, our products are appreciated for their quality and reliability. We are enthusiastic about the future and are planning to increase our installed capacity by three-fold. Despite the lower consumption pattern in India compared to the west, we are planning to progress to automated packaging machines. We intend to aggressively market these aesthetically packaged products and increase our pan India presence.

India has an impressive 54% adoption of digital solutions and 78% of the population have active cellular connections, which amounts to 1.12 billion connections. Post Covid, shopping modes are moving online slowly but steadily.

As we move forward, a comprehensive and thorough strategy focussing on, online selling and upselling in conventional offline retail chains is imperative.

Examples of Beeta products include exotic kitchen towel to packaged tissue: the company has always prided itself on its innovative products

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This is a preview. For the full articles, charts, and updates, read Tissue World Magazine—fully downloadable here or available in the web version at tissueworldmagazine.com. Stay connected with us: TWM – The Independent News Provider for the Global Tissue Market.

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