MarketIn the kaleidoscope of pictures that theeconomic development of the world presents,India is perched on the upper fringes. It throws-up an exhilarating scenario in which the mostbackward regions of the country are beingswept forward in the rushing tide called financial liberation.The biggest impact of thistransformation is expected to be felt in thepaper industry. For paper is the source of thewritten word, of enlightenment and education entities necessary for economic emancipation.

It is estimated that paper consumption willincrease from 10.08 million metric tonnes(MMT) in 2009 to 14.30 MMT by 2015/16 andto 19.15 MMT by 2020 (Source: PoyryConsulting).

With an estimated turnover of Rs. 26,775crore (US$ 5.95 billion), Indias production ofpaper and paper board accounts for about2.50% of the worlds total (Source: IPMA/PoyryConsulting).

To manufacture this vast volume andrespect the environment the mills use a

variety of alternative raw materials wood, bamboo, recycled fibre, bagasse,wheat straw and rice husk. About 30% of all production is based onchemical pulp, 39% on recycled fibreand 31% on agro-residues (Source:internal data).

The operating capacity of theindustry in 2009 was about 10.80million metric tonnes and productionis estimated at 9.15 million metrictonnes. As per industry estimates, overall paper consumption, includingnewsprint, has now touched 10.08million metric tonnes and per capitaconsumption is pegged at 8.50kilograms annually.This, despite theseemingly huge production, is amongstthe lowest in the world.

In this scenario, Ballarpur IndustriesLimited (BILT) registered revenues ofRs. 3818.49 crore (US$ 848.60 million)for the year ended June 2010 and hadrecorded pulp and paper productionof 883,000 metric tonnes.

As the undisputed leader in theIndian paper industry, BILT, a part ofthe Rs. 14,400 crore (US$ 3.20 billion)

Avantha Group, is ranked amongst the top onehundred pulp and paper companies in the world(Source: PricewaterhouseCoopers Top 100Global Forest and Paper Industry Survey, 2005).

AchievementsThe company has emerged as a major player in the writing and printing (W&P) segments,

consistently producing best-in-classproducts. During 2009/10 itcommanded 51% of the market inpremium wood-free coated paperand board, 37% in uncoated hi-bright wood-free paper, 25% incopier paper and 82% in thebusiness stationery segment(Source: internal estimates).

To make available this definingrange to a vast consumer base inIndia, BILT markets its productsthrough a well-established networkof 141 paper- and 350 retail-distributors spread across 270locations. It also distributes thisrange through its Office Supplies

and Stationery Business Division. Internationally,the brand is managed by a strong team ofmarket agents who cover more than 84countries across the globe.

BILTs eco friendly range of products MatrixNatural notebooks, Matrix Rainforest notebooksand Cedar Wood pencils and BILT's schoolstationery comprising Ten on Ten notebookshave won the 2010 Product of the Year award.

Over the years, BILT has evolved as adynamic, knowledge-driven organisation focusedon delivering value to its stakeholders. In turn,this has transformed the paper industry from itstraditional commodity-market mindset to onewith a brand orientation. Keeping its tradition of commitment towards the environment, BILThas crossed another milestone. It has pioneeredsocially beneficial and ecological forestmanagement techniques. Five of BILT'smanufacturing units Ashti, Bhigwan, Sewa,Shree Gopal and Ballarpur have been awardedwith the prestigious Forest Stewardship CouncilChain of Custody (FSC-CoC) Certification.

HistoryThe late Lala Karam Chand Thapar, a leader withthe indomitable spirit of an entrepreneur turnedthe BILT dream into reality. His vision and legacy

continue uninterruptedacross six decades andthree generations. Based onthe foundations of thephilosophy he laid, thegroup has nurtured andguided the companysdevelopment. In deed, longbefore anyone had thoughtof developing a brand outof a commodity, BILT hadtrod the unconventionalpath. Its first paper brand,Three Aces, was followedby its famous stationerybrand, Wisdom.

While production and quality wereoperational matters the companys managementdidnt lose sight of the strategic issues. In 1965,Shree Gopal Paper Mills, in a tactical move, wasmerged with Ballarpur Paper and Straw BoardMills. A decade later the company was renamedBallarpur Industries. In 1988 this companyentered the business stationery segment withExecutive Bond. Nearly a quarter of a centurylater, this remains India's best known stationery

paper brand.In the 1990s,

as economicliberalisationaccelerated,the companyrestructured itsbusiness portfolioby both backwardand forward

integration. In India, it acquired the Sinar MassPulp and Paper Company.This was followed bythe acquisition of Sabah Forest Industries (SFI)in Malaysia in 2007. It also set up BILT Tree TechLimited (BTTL), a company that manages and

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oversees its vast forestry programmes acrossseveral states in India.

ProductAs a label on a carton, as the paper for anexpensive glossy magazine, in the form of aletter or even in the guise of a pack of playingcards, BILT has touched peoples lives innumerous ways. With so many different uses,the range of products BILT has on offer is

extraordinarily all-embracing. Its coated, wood-free range comes in two varieties: double-coated paper under the brand BILT Royal and atriple-coated version under the BILT Emperorrange.The uncoated, wood-free series includespopular brands as Sunshine Super Printing, BILTClassic, Magna Print, Wisdom Print, BILT TANSD and Easy Print.The copier paper isavailable as BILT Copy Power, BILT ImageCopier, BILT Matrix and BILT Ten on Ten.

In the belief that the first impressions areoften lasting, BILT lays exceptional stress on thequality of its paper.This, perhaps, explains whybrands like BILT Royal Executive Bond haveachieved near-iconic status.

Recent DevelopmentsThe last two years have been a phase of bothinnovation and augmentation.The rising demandrequired BILT to embark on a consideredscaling up of capacity. At Bhigwan, capacity forcoated, wood-free paper has been increasedfrom 125,000 metric tonnes per annum (MTPA)to 315,000 MTPA while capacity for theuncoated wood-free variety at Ballarpur hasbeen increased by 165,000 metric tonnes. With

this expansion BILT now has a total capacity ofmore than 1,000,000 MTPA of pulp and paper.

BILTs launch of innovative products includesdigital and colour multipurpose paper. In thestationery segment it has also extended the Ten on Ten brand by including exciting licensedcharacters like Barbie, Spiderman, Winnie thePooh, Hot Wheels, Jungle King and HannahMontana.

Even as BILT was extending its range andofferings it was closelyexploring the developingmarket conditions. It wasntlong before it espied anopportunity of leveraging itsgoodwill by entering theemerging branded officesupply retail segment.

BILT forayed into theorganised retail businessthrough P3 paper, printand pens in June 2008.These exclusive stores

retail a complete suite of office supplies with more than 5000 stock

keeping units (SKUs) in fact, everything fromstationery, technology, corporate gifting to printsolutions. In a short span, P3 has expanded itsfootprint to eight metro cities with twelveworld-class stores.The company has plans toopen 50 P3 stores in the next four years.

On the B2B front, P3 aptly positions itself asthe Choice of the Professional and providescustomised solutions to over 500 corporatehouses across India.

PromotionIn todays world, where technology is blurringthe lines of differentiation between products,BILT has taken a pioneering initiative to raisethe relevance of the category and developbrands out of a segment which, until recently,was considered a commodity.

Motivated by a strong competitive spirit, BILTadopted a 360-degree marketing approachencompassing mass media campaigns, directmarketing, in-shop merchandising, salespromotions, trade engagements, exhibitions and tele-marketing.

The objective of this initiative was todifferentiate between BILTand its competitors.Theidea was to create brandsand evolve strategies that could take them todesignated audiences andprovide better solutions forthe rapidly changing needsand tastes of consumers.

While commercialstrength is important, BILTalso considers upliftingmarginalised sections ofsociety as its responsibility.Of the many endeavoursthat were possible, BILT has preferred working at the grassroots, offeringvocational training andmicro-finance to neglectedcommunities.

BILT has established selfhelp groups (SHGs) at thevillage level to implement itssocial programmes. It hasjoined hands with Pratham,an NGO that runs primaryeducation programmes allover the country. For smallfarm holders who cannotderive the benefits of scale,BILT has created a farmforestry programme, whichhas so far brought 32,000

hectares under plantation, benefiting about37,000 farmers.

Brand ValuesBILTs success stands tall on the pillars of astrong marketing and distribution network,efficient multi-location manufacturing facilities,continuous transition to higher value-addedproducts and its obsession with quality.

The company believes that its sustainability isinextricably intertwined with the environment inwhich it operates. It is, therefore, perceptiveabout its responsibilities and receptive to thedemands and sensitivities of the environment.

The company logo is a symbol of BILTscorporate character. Encased in a red square, itstands for victory, achievement and a place of

honour in the Indian paper industry.The whitetypeface denotes spirit, focus and integrity. BILTwritten in the lower case represents modernity,flexibility and adaptability in a dynamic businessenvironment.The turning page stands for BILTsvivacity, exuberance and progress. It is alsosuggestive of expanding horizons, attaining newheights and making a mark in the internationalarena.

www.biltpaper.com

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BILT is the largest paper company in India andMalaysia

BILT is Indias first company to get the ForestStewardship Council (FSC) certification.Todayall paper manufacturing units of BILT India areFSC certified.

BILT is the first company in the world tocommercially exploit the fractionation ofbamboo, replacing expensive importedconiferous pulp. BILT has applied for a patentfor this innovation

Two of BILTs product categories have gainedthe Product of the Year accolade for 2010

Indias premium magazines India Today,Readers Digest, Cosmopolitan, Outlook andOutlook Money are all printed on BILT paper

Things you didnt know aboutBILT

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