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Beeta Tissues- Leading the frontier in the Indian tissue converting and hygiene sector

One of the leading manufacturers of a range of tissue paper products in India, Beeta Tissues was started in 1992 in Delhi. Hygiene & Disposable Products Times (HDP Times) had a conversation with Mr. Sumit Khanna, the founder and CEO at Beeta Machines Pvt. Ltd. in which he presents a comprehensively insightful perspective on the tissue paper industry, the business history of the company and his plans of expanding the business.

March 20, 2020

HDPT: Could you please give us a glimpse into the brief background of Beeta Tissues and how did you establish the brand?

beeta tissues
Mr. Sumit Khanna, the founder and CEO at Beeta Machines Pvt. Ltd.

Sumit Khanna: Beeta Tissues was started in 1992 to primarily bring the quality tissue papers in the budding tissue paper products market in India. After I finished my engineering, my initial career plans were of getting into my family-owned business which was the trading of paper; however, I realized that my true calling was to build my own business and start my venture.

Thus, I started the firm in a small nondescript garage spanning across an area of less than 1000 sq ft., installed a few machines and with a few employees. In terms of area, the company has grown to about 12,000 sq ft in these 27 years of journey. With time, we have expanded out our product offerings and have diversified our business. We bring a range of premium tissue paper products- Face Tissues, Paper Napkins, Kitchen Rolls and Bathroom rolls in the country and abroad.

HDPT: Having been in the tissue paper manufacturing business for 27 years, could you please enlighten us on the significant milestones of the brand?

SK: There are some distinctions which is very unique to our brand, as from the outset of our business journey, we have always believed in bringing the best quality in the tissue paper market. As early as in 1994, we won prestigious orders from Modiluft, Oberoi Flight Kitchen and Radisson which enabled us in securing our foothold in the industry. Coming up with 2 ply-coloured paper serviettes in 1995 was quite innovative and forward-looking at that time. Also, we began offering more than 150 designs in the same category from 2002 onwards. I would like to mention that from 2004, we started printing the brand identity on our products- toilet rolls and kitchen rolls. In 2015, we established our in-house brand ‘Mirasa’ which is a range of face tissue and toilet rolls available in India which is made with optimum thickness and softness. From 2016, we have started our e-commerce platform to establish our omni-channel presence across all the platforms.

“we brought Reusable Washable Kitchen Rolls for the first time in India in 2004 and also the printed tissue paper range.”

HDPT: Kindly guide us through some of the key strengths of the brand and your product offerings.

SK: We have always been keen on the idea of consistently innovating and firmly believe in bringing the quality products and coming up with innovations. When I had started the brand, the tissue paper market was still at a developing stage, so, our key question was: how to bridge the gap in the market to bring first of its kind different product categories. For instance, we brought Reusable Washable Kitchen Rolls for the first time in India in 2004 and also the printed tissue paper range. Our chief proposition is to market our products with the product differentiation approach which gives us a competitive edge in the market.

HDPT: Could you please define your primary customer bases and the ways in which you extend your reach to them? What is the promotional and marketing approach does Beeta Tissues believe in for building the brand?

SK: Our primary focus has been on the retail segment and we diligently strive towards making our products available to reach the final consumers, mainly from the households. Believing in the idea of having a wide distribution-dealer network strategy, our approach has always been to expand our presence in retail market. The distributors in each territory can effectively ensure that our products have national and global reach enabling our business maximize sales potential and profitability.

The promotion and marketing approach that we believe in, is having a sustained and good relationship with dealers, the distributors, the final consumers, with supermarkets, with mom and pop stores, etc. Then, we also know the importance of having an extensive retail presence and promotion of the products in the market. However, the most essential aspect to consider is that there is still a notable gap in the Indian market as far as the awareness about the hygiene products is concerned.

HDPT: Please give us an outline on the recent developments at your company, in terms of manufacturing capacity expansion or the diversification of your product range?

SK: In my business journey, I’ve learned that innovation is about learning, being customer-centric, and that one should always try to prioritize speed and improve along the way. I think with every few years, with the increase in sales, the capacity, the installation of the capacity is bound to increase and we also did that over all these years. One notable transformation I would like to mention here is that we’ve tried to bring automation in our manufacturing, and especially in the packaging line of the products.

HDPT: Please outline on the various measures kept in mind for maintaining the quality of the tissue products?

SK: Regarding the quality of the products, I think its mainstay has to be the vision of the leader of an organization. The quality of the products we bring is our chief priority and we ensure that it is closely controlled by the quality management supervisors. In addition, we’ve developed a really strong management at various levels that helps us ensure that we are bringing products of superior quality.

“The overall growth of the tissue and hygiene paper in the country… has been around 15-20% year-on-year… Also, with the outbreak of COVID-19 since January 2020 around the world, the demand for the product categories such as tissue paper, wet wipes and other hygiene products has grown with an exceptional growth rate”

HDPT: What are your aspirations and future plans for the company?

SK: In the future, Beeta Tissues plans on automating the model of our production which will speed up the manufacturing process and also minimize the total cost. Also, we aspire to become a global player in the tissue paper market by expanding our export business. We’re also planning to evaluate a number of additional technologies for further up gradation of our production system in our manufacturing unit.

HDPT: What is the current growth of tissue products market in India? How would you describe the chief growth drivers of the market segment in the country and will the current pandemic of COVID-19 help in furthering the growth of the sector?

SK: The consumption of tissue and hygiene paper is closely related to a country’s human development and health standards. Since, there has been an increase in literacy, change in lifestyle and growing awareness for personal hygiene, the per capita consumption of paper and tissue in India is increasing day by day. As a category, the percentage of growth in cities like Pune, Chandigarh, Cochin, or Bangalore, amongst a few others has been exponential. So, considering the overall growth of the tissue and hygiene paper in the country, there has been a notable development. On an average, the growth has been around 15-20% year-on-year.

Also, with the outbreak of COVID-19 since January 2020 around the world, the demand for the product categories such as tissue paper, wet wipes and other hygiene products has grown with an exceptional growth rate and is projected to grow further. As a matter of fact, there has been an exemplary spike in the sales of these products in the past two months.

HDPT: As a responsible exhibition organizer and publisher, we are launching an event for this sector called HYDPEX, what do you think is the relevance of a dedicated B2B exhibition for the hygiene and disposable products sector?

SK: HYDPEX could play a great role in creating consciousness around the importance of hygiene in our society. Since, the theme of the exhibition is centered upon the trends in the hygiene sector, now is the suitable time to organize such an exhibition as there should be a credible platform in the hygiene and disposable products industry.

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