PAPER MART APR-MAY 2020 ISSUE

Vol.21 No. 01 Apr-May, 2020
JK Paper Ltd.:
Waiting for a Return
to Normalcy ....18
N R Agarwal
Industries Ltd.:
Braving the Crisis ....21
Shree Rama
Newsprint:
Equipping Itself for
the Future ....24
Sri Andal Paper Mills:
Going for Major
Expansion ....28
Satia Industries:
Expanding in
Sustainable Manner ....10
Bindal Papers Mills:
Reaching New
Heights ....32
Parason Machinery:
Adopting a Winning
Strategy ....38
Dev Priya Industries
Orders Two Press
Sections from ....22Bellmer
JMC Paper Tech:
Adding Value for
Customers ....42

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C O N T E N T S• • • • • • •
NEWS
Satia Industries: Expanding
in Sustainable Manner
JK Paper Ltd.: Waiting for a
Return to Normalcy
N R Agarwal Industries
Ltd.: Braving the Crisis
Dev Priya Industries Orders Two Press Sections from Bellmer
VIEWS
10 18 21
Shree Rama Newsprint:
Equipping Itself for the Future
THE CHANGEOVER
24
28
Reaching New Heights
AGRO FOCUS
32
THE BIG LEAP
Parason Machinery: Adopting a Winning Strategy
38
JMC Paper Tech: Adding
Value for Customers
42
VALUE ADDITION RECYCLING TRENDSNEW VENTURE
Khanna Paper Mills Touches
New Milestone with Manu-
facturing of Kraft Paper....46
Trident Group Ventures into
Kraft Paper Production....46
MILL FEATURE
Going for Major Expansion
KEY PROJECT
The Success
Story of Japan’s
Waste Recycling
System....48
PACKAGING TRENDS
The Story of Eco-
Packaging – How
Upcycling Is Transforming
TV Packaging....52
Greenwashing:
Misleading the
Consumers...54
Defoamer or
Antifoam:
The Difference
....60
RECYCLING TRENDS TECH-TALK
Ÿ Century Pulp and Paper Orders Profilers from Valmet for Its Lalkaun Mill ..66
Ÿ Mahadev Craft Papers Starts 200 TPD Kraft Paper Plant in Gujarat...........66
Ÿ Satia Industries Signs Agreement with Minerals Technologies to
Construct 42,000 MTPA Satellite PCC Plant .............................................67
Ÿ Domestic Paper Makers Seek Protection from Cheap Chinese and
Korean Imports .......................................................................................68
Ÿ CellMark Paper Signs Exclusive Cooperation Agreement with
Anika International...................................................................................70
Ÿ Paper Industry Expects 6% Growth in the Next Three Quarters..................70
Ÿ Flipkart Achieves 50% Reduction in Plastic Packaging by Shifting to Paper...72
Ÿ Cachar Paper Mill and Nagaon Paper Mill Revival Request to PM Modi's
Local Call................................................................................................72
Ÿ Indian Paper Recycling Industry Needs Breather.......................................73
Ÿ 35,000 Containers of Imported Waste Paper Stuck at Ports; Customs
Demands Demurrage Despite Waiver.......................................................74
Ÿ Voith Group Successfully Completes the Acquisition of Toscotec..............75
Ÿ BTG Introduces Pulp 4.0, an Integrated Solution to Improve Overall
Fiberline Performance..............................................................................75
22
Ÿ IFC to Infuse USD 35 Million in JK Paper to Fund its Working Capital Need ...64
Ÿ Rayana Paper Starts 100 TPD Writing & Printing Plant .............................64

M I L L F E A T U R E•• • • • • • • •
10 | www.papermart.in / April-May,2020
Expanding in
Sustainable Manner
Satia Industries:
Incorporated in 1980, Satia
Industries is one of the leading
fully integrated wood and agro-
based paper manufacturers in
India which was established by
Dr. Ajay Satia, Chairman and
Managing Director. With the
humble beginning of 10 TPD
production, the company now
plans to enhance its production
capacity from 300 TPD to 600
TPD by installing a paper
machine supplied by Allimand.

M I L L F E A T U R E•• • • • • • • •
n an interview given to Paper
IMart, Dr. Ajay Satia, Chairman
& MD, and Mr. R. K. Bhandari,
Joint Managing Director, Satia
Industries Limited, talked about the
company's expansion plans and share
how Satia is contributing towards
sustainability and the bio-circular
economysystem.
Excerpts...
Dr. Ajay Satia, Chairman and Managing Director
Paper Mart: How do you look at your
paper business?
Ajay Satia: Satia Industries Limited is
my dream child. I have closely seen
each brick and each nail, so to say, that
has gone into its growth. With the
humble beginning of 10 tonnes/day
production, the company now makes
almost 400 tonnes/day. I look at this
journey with joyful pride and satisfac-
tion, and I hold all my workers and
colleagues in high esteem for standing
beside me through thick and thin on
thispath.
PM:Whatare yourgoalsforthe future?
AS: Though my three paper machines
are giving excellent performance, I
want to go for a brand-new state-of-
the-art paper machine which is at par
with the best in the Industry. SIL's
upcoming expansion owes its
existence to this dream. COVID-19
has been a dampener for the industry,
but I still want to go full steam for the
implementation of this project – a 4-5
months' delay in the completion of this
project doesn't matter much. We want
to manufacture products that are as
good in quality as the products
manufactured by any A-grade mill in
the industry.
“I look at this journey
with joyful pride and
satisfaction, and I hold
all my workers and
colleagues in high esteem
for standing beside me
through thick and thin
on this path.”
- Ajay Satia
PM: Do you have a message for the
stakeholders?
AS: I love nature. We should always be
aware of our responsibilities to the
society and the environment. We must
grow sustainably, without exploiting
our natural resources. The industry
needs to attract well-groomed and
skilled people. Also, the government
must give a fiscal stimulus to the
industry; it should not kill the industry
byallowingduty-free imports.
www.papermart.in / April-May,2020 | 11

Paper Mart: Could you tell us a little bit
aboutyourcompanyandinfrastructure?
R. K. Bhandari: Satia Industries
Limited was promoted by Dr. Ajay
Satia based at Muktsar in Punjab with a
capacity for producing 105000 MTPA.
We manufacture all types of writing and
printing paper using agricultural
residues and wood pulp using oxygen
delignification ECF bleaching
technology in a fully integrated plant
with 100 percent in-house power
generation besides having efficient and
effective effluent treatment and
disposal system in over 550 acres of
eucalyptus plantation. We have a strong
marketing network with three sales
offices at Jaipur, New Delhi and
Chandigarh and a network of over 80
dealers in India and Agents for
handling exports of our products in
Nepal, Sri Lanka, the Middle East and
some African countries and we plan to
increase our footprints in new markets
keepinginview ourexpansionplans.
We have upgraded all three Paper
Machines (MF) to increase their speed
and capability to produce quality paper
by adding new approach flow system,
latest head box, extended wire part,
press part, new steam condensate
removal system, new soft calendar and
online quality control system. In
converting section, we have installed
new Globe rewinder and Pasaban
cutters for all three paper machines.
The third machine has been upgraded
to make surface-sized and photocopier
paper by introducing film press in the
machine along with online CD profile
controller.
PM: Could you tell us about your
product portfolio and market share?
RKB: We manufacture almost all
grades of writing and printing paper
such as Super Snow White, Snow White
paper in cream wove, Maplitho,
Copier, Colored Paper, Ledger Paper,
Cartridge Paper, Duplicating Paper in
GSM of range of 42 to 200 for use in text
books, exercise and note books,
directories, envelopes, diaries,
calendars, computer stationery, and
annual reports. Paper with water mark
for textbooks supplied to Textbook
boards occupy 40- 50 percent of our
total production along with 160 to 180
GSM cover paper. We also make
surface-sized paper for high-end
printing in India and abroad. We also
have the facility to make Chromo
paper. Keeping in mind the recent ban
on single-use plastic, we have also
introduced 150 to 180 GSM paper for
papercupstock.
PM: Could you tell us about the recent
developments that have taken place in
your company? Are you planning to go
for business expansion?
RKB: We have planned to go for
expansion in production capacity from
300 TPD to 600 TPD and we have
already got the environmental
clearance (EC) from the Ministry of
Environment and Forest, Govt of
India, New Delhi by installing a new
paper machine supplied by Allimand,
France with a machine deckle of
3.25m and speed of 1000 MPM with
top former, shoe press film press and
soft calendar along with all other top
of line fixtures like hood and on line
QCS.
We are planning to increase our
existing wood pulping capacity to 300
TPD and straw pulping capacity from
the existing 200 to 250 TPD along with a
deinked pulp line of 150 TPD to be
supplied by ANDRITZ as standby
capacity to meet any unforeseen
eventuality in future. We are also
putting up a new 14 MW cogeneration
capacity, upgrading our ETP and Soda
recovery plant capacity to meet the new
requirement.
The total cost of the project is INR 400
crore which shall be met by internal
accruals and Euro term loan of Rs. 110
crore from the European bank @ 2.4
percent and rest has been already
sourced from the Indian banks. Civil
construction has already been started
and paper machine dispatches have
begun and is likely to be completed by
June2020.
Mr. R. K. Bhandari, Joint Managing Director,
Satia Industries Ltd.
M I L L F E A T U R E•• • • • • • • •

We have also signed an agreement with
Minerals Technologies, (MTI) U.S.A.
who will invest in building a 42,000
metric ton per year satellite precipi-
tated calcium carbonate (PCC) plant at
our paper mill in Muktsar. Thus by
substituting PCC for lower performing
ground calcium carbonate (GCC) and
talc, our customers will get high opacity
brighter quality printing paper and no
dusting problem while printing and that
too at a lowercompetitive cost.
pulping capacity and the source of raw
materials?
RKB: We have already explained that
we have three sections in pulping. The
first one is agro-based pulp made from
sarkanda and wheat straw which is
abundantly available in the region at a
competitive price. Wood pulp is made
using veneer waste, eucalyptus and
poplar wood chips and bamboo and is
sourced from Punjab and Haryana. We
have standby capacity of making 80-ton
pulp using imported hardwood &
softwood pulp; imported and indige-
nouswaste paper.
PM: Could you tell us about the utility
setup of Satia Industries? How do you
meet the power and water demand of
the mill?
RKB: The total power consumption of
our mill is anywhere between 4-5 lakhs
units per day presently and the entire
power is generated in-house in three
double extraction cum condensing
turbines using biomass as a fuel. This is
an independent profit centre and we
get income tax benefits too on this
income.
“I want to go for a brand-
new state-of-the-art
paper machine which is
at par with the best in
the Industry. SIL's
upcoming expansion
owes its existence to this
dream” - Ajay Satia
As the ground water quality in this
region is highly saline, it is not suitable
for pulping and paper production and
we have got sanction from the
Irrigation deptt. of the state to draw
water from nearby canal for our
existing as well as future requirement
andwe have builta drainforthe same.
PM: The paper industry has always been
accused of deforestation and environ-
mental damage. How does Satia
Industries keep up with its sustainable
operations and, at the same time,
debunk the myths behind paper
production?
RKB: This is just a myth as we cut no
forest trees to make paper. Paper
industry has been promoting forestry
and helping farmers to use free/waste
land for the same and generating a new
source of income for them. Farmers in
India usually burn the straw stubble in
order to quickly clear the land for next
crop causing severe air pollution. This
is where paper mills are helping Indian
farmers to collect and dispose of crop
residue cleanly, earn and reduce
pollution as well with sustainable
growth.
We use rice husk as fuel in our boilers
and no fossil fuel for steam production
M I L L F E A T U R E•• • • • • • • •

is used. For our new boiler, we plan to
use rice straw and other biomass fuels
like cotton sticks, mustard straw etc.
Our mill has been always conscious of
its environmental obligation and in
recognition, we earned certified
emission reductions (CERs) under the
Kyoto Protocol Mechanism in 2000. We
have also been awarded with verifiable
emission reductions (VERs) in 2003.
Two of our projects are registered
under REC mechanism, where we get
renewable energy credits (REC) every
month which generate income of
almost INR 10-12 crore every year. At
Satia, we monitor our carbon footprints
by conducting study thru special
agencies to explore all means to reduce
the same. Our tree plantation of over
550 acres also helps sequestering the
same.
PM: Could you tell us more about your
eucalyptus-plantation activities?
RKB: The entire plantation is done
based on Karnal Technology. Karnal
Technology involves growing trees on
ridges that are 1m wide and 50cm high
and disposing of the treated effluent in
furrows. This technique utilizes the
entire biomass as living filter for
supplying nutrients to the soil and
plant. Once the treated effluent passes
through the furrows, it is consumed
within 12-18 hours and it is possible to
dispose of 0.3 to 1.0ML of effluent per
day per hectare through this technique.
Capacity to handle effluent quantity
depends upon the age, type of plants,
climatic conditions, soil texture and
quality of effluents.
According to our water discharge
requirement, we need 160-180 acres of
plantation but we have done three
times of the required plantation to
enable us maintain the maturing and
cuttingcycle of five years.
PM: Is there anything else you would
like to add?
RKB: The government needs to have a
more positive outlook for the paper
industry. The duty-free imports from
ASEAN countries are harming the
domestic industry a lot which does not
havesimilaroperatingconditionsandwe
face disparity in the price of the raw
material, power rates and financial costs
especially. When we import chemicals
like sodium chlorate, GCC etc., we have
topaydutyupto10-12percent.
“The total cost of the project
is INR 400 crore which shall
be met by internal accruals
and Euro term loan of Rs.
110 crore from the European
bank and rest has been
already sourced from the
Indian banks.”
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V I E W S•• • •
Supply Chain
The supply chain is posing a greater
challenge – that's the biggest issue for
the business community. We at JK
Paper have resumed our productions,
but are facing problems with our supply
chain because trucks are not available
in some places and some truck drivers
are reluctant to go to certain places
because of the outbreak. Some of the
workers have gone back to their villages
and have not reported for duty as yet.
Although the Government of India has
said that the movement of goods is free,
border check posts and police or local
“All business sectors in India
have been affected by the
ongoing COVID-19 pandemic.
The paper industry has also
been affected by it. I don't
think things would be back to
normal soon after the
lockdown is lifted. Around 70
percent of business activities
should happen after the
lockdown, but I think it would
take three to four months to
get back to normal” said
Mr. A. S. Mehta, President and
Director of JK Paper Ltd.
Waiting for a Return to Normalcy
JK Paper Ltd.:

V I E W S•• • •
administration stop the movement of
goods. However, in Gujarat, the supply
chain has improved. In Odisha, the
supply chain is improving gradually.
Since we make packaging material,
which is a major requirement of the
pharma and packaging sectors, at out
plants in Gujarat, the demand for
packaging material is rising gradually.
However, by and large, the supply chain
israther weak.
Cost Reduction
During this difficult time, we have to
conduct business in a manner that is
different from the way we were
conducting business before the
lockdown. We believe in caring for
people. We believe that the last area for
cost reduction should be people,
because people make an organisation
or a company. So, we are looking at the
other avenues for cost reduction, such
as fixed costs. We are targeting those
areas first. In difficult times, companies
should care more for people. We are
not considering job cuts or layoffs. We
will take care of our people in all
possible ways – their health and
wellbeing are of paramount impor-
tance for us. We are taking all necessary
precautions at our plants to safeguard
the health andwellbeingof ourpeople.
“We believe in caring
for people. We believe
that the last area for
cost reduction should be
people, because people
make an organisation
or a company.”
As far as loss of revenue is concerned,
we have witnessed a 25 to 30 days' loss
of production at our Gujarat facility
and around 20 days' loss of production
at our Odisha facility. We will try to
make up this loss in Q2 to Q4.
Nevertheless, the overall revenue of the
companywillbe impacted bythisloss.
The category-A paper players in India
are integrated players so the price of
pulp, which is the main raw material for
paper production, doesn't matter much
for us. We do not import a lot of pulp
but make our own pulp, andthat's our
advantage. The global prices of pulp
have been quite low in the last two
monthsandtheyhave notrisenas yet.
Capacity Utilization and
Funds
Before COVID-19 we were operating
at around 107 percent of the capacity of
the company; and after the lockdown
was announced, we shut our manufac-
turing facilities on 29th March. We have
now resumed our operations at all our
manufacturing facilities. Currently, we
are operating at somewhere around 80
to 90percent.
To be precise, 50 percent of our
turnover comes from Copier, which is a
branded product. In the paper trade,
this is one product category which is
branded, and we are the pioneer in this
segment. It generates a very good profit
margin and we command a very good
pricing at the market place. In this
scenario, it is for the investors to judge
what kind of valuation or multiple they
have to considerforthe company.
Right now, the domestic market is
posing a challenge for us at the front
ends – the markets shops, educational
institutions and offices are shut, but the
essential services certainly need paper;
so, we are supplying. Whether these are
hospitals, government offices or banks,
or some other places, copier paper is
still being supplied to them.The overall
demand for newsprint is strong, but not
as strong as it was before the lockdown
– and that's because after the lockdown,
people's habit of reading the newspaper
has undergone some change. At the
Gujarat facility,we are predominantly
producing Packaging Boards, which the
pharmaceutical and food packaging
industries are always in need for. At the
same time, we are also producing –
from our Rayagada facility – paper that
is used for making school notebooks
and text books. The Textbook
Corporation is in urgent need of paper
because when schools reopen, there
will be a big requirement of books and
notebooks. Also, we have some order
for the Copier we are producing for the
exportmarket.
Mr. AS Mehta, President and Director of JK Paper Ltd.

V I E W S•• • •
factories from April 15 will not disrupt
supplies whenever lockdown is lifted.
After the opening of books and
stationery shops along with govern-
ment offices, the demand for paper will
rise. Also, the more use of electronic
gadgets during the lockdown will not
have any major long-term impact on
the consumptionof paper.
Any change in the situation is a disruptive
change; there will be some disruption
and some drop in consumption. At the
same time, every situation also creates a
new consumption point. As home
delivery grows, the demand for packag-
ingmaterialwillhavesubstantialgrowth.
Once normal life is restored, paper
consumption will return to the same
level as in the pre-lockdown period. This
impact is one-time impact. Excluding
this quarter sales, the paper sector will
growataround5-6percent.
industry is hopeful of around 6 percent
growthinthe subsequentninemonths.
To some extent, it will be compensated,
as we cannot make up the entire
production if it was down for 30 days.
Before the lockdown, the industry was
operating at an average 90-95 percent,
some even more than 100 percent. Any
recovery, however, will depend on
opening up of shops and normalisation
of transport.
“Every situation also
creates a new consump-
tion point. As home
delivery grows, the
demand for packaging
material will have
substantial growth.”
As the factories normally keep an
inventory of two weeks, the running of
We have adequate funds and cash. We
have liquid funds close to 600 crore. We
are also considering buyback of shares.
In the last 6 to 8 months, we prepaid
some debt.The debt level of the
company is not alarming. The net debt
of the company – consolidated debt
even –is close to INR 1,000 crore, which
is equivalent to the EBITA of the
company or rather the EBITA is more
thanthe net debt.
Market Trends
The Rs 75,000-crore paper industry,
which has resumed production after
relaxation in lockdown, may have a
negative growth in the first quarter of
this fiscal as demand lost in this
lockdown cannot be compensated
entirely.As the sales were only at 15-20
percent of the year-ago levels during
April, the first quarter will be negative
for the paper sector. However, the
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V I E W S•• • •
Paper Mart: What is your plan for
overcoming the impending workforce
crisis in the coming months?
R N Agrawal: Because of this pan-
demic, workforce crisis is inevitable.
We need to handle it with compassion
and humanity. The phenomenon will
be the same for everyone; we are not an
exception. The key pointhere isthat the
paper industry is a highly skilled
workforce's domain and the operation
and engineering teams are under direct
payroll. There are also contractual
workers for unskilled work, and that
may get affected. We have to tackle the
situation as and when it arises. Being
located at the industrial hub gives the
advantage of selecting from multiple
options for contractual workers at the
time of need. We strongly feel that this
situation can be tackled with the
increasedefficiency levels of ourteam.
PM: Disruption in the supply chain might
have caused trapped payments or finances
for an extended period of time. What
strategies or solutions are you looking at
for mitigating the downward impact?
RNA: The supply chain completely
relies on manpower. It is the backbone
of logistics. Absence of manpower in
the system, as mandated by the
government, has brought the move-
ment in the supply chain to a halt.
Orders have been lying pending for
quite some time, as factories, compa-
nies and warehouses are shut in a
prompt response to the global health
emergency. With no one to pick up or
deliver and nothing to sufficiently
deliver at all ends, it has weakened the
smooth orchestration of trade. To
combat the same, we have planned to
rationalize our immediate expenses,
including development activities
Braving the Crisis
N R Agarwal Industries Limited:
“The market will get distressed with immediate effect.
Packaging board, which is almost 50 percent of our total
production, has good potential, as it is used for packaging
essentials like pharmaceutical, food, cereals, etc.,” says Mr.
R N Agrawal, Chairman & Managing Director, N R Agarwal
Industries Limited.
Mr.R N Agrawal,Chairman & Managing Director,
N R Agarwal Industries Limited
“The supply chain com-
pletely relies on man-
power. It is the backbone
of logistics. Absence of
manpower in the system,
as mandated by the
government, has brought
the movement in the
supply chain to a halt.”

throughout the company. Also, we are
trying to get all receivables from our
customers and only accepting the order
with quick sale potential. All said and
done, this interruption will have a
downward impact on our regular cash
flows. We need to handle them very
carefully.
PM: What steps are you taking to
manage the logistical disruption?
RNA: We see this as a two-fold
challenge. One of them is time due to
congestion for the backlogs and the
other is increase in price of logistic
services due to sudden demand after
the lockdowns have been lifted. A
major share of our finished good is
being transported through roads, and
we feel that will also get interrupted
due to sudden rush. We can make
action plans as the situation emerges
post-lockdowns.
PM: Business operations in the coming
years will have to be run by SOPs like
social distancing, hygiene, etc. What is
your plan of action going forward as
regards this issue?
RNA: The health and safety of our
employees are of utmost importance.
As we are operating partially now to
continue the emergency services, we
have already implemented the norms
for social distancing, disinfection
tunnels, distributions of masks and
sanitizers to eliminate the possibility of
infection.
PM: What kind of market trends do you
foresee in the initial couple of quarters
post-normalcy and beyond 2020?
RNA: The market will get distressed
with immediate effect. Packaging
board, which is almost 50 percent of our
total production, has good potential, as
it is used for packaging essentials like
pharmaceutical, food, cereals, etc.
However, grades like writing and
printing and newsprint will see a
decrease or no growth in demand as an
effect of the 'work from home' practice,
online education systems, etc., which
have got accelerated because of the
pandemic.
May13,2020
Mahendra Kumar Gupta and Amit Gupta of Dev Priya
Industries have signed the contract with Bellmer for the
rebuild of two press sections with shoe presses, in both PM1
andPM2.
PM1 will be equipped with a TurboPress for 1100 kN/m and
PM2 with a TurboPress for 1300 kN/m. Both machines
produce Liner grades in the range of 120-280 g/m² and a
maximumspeedof 500m/min.
The replacement of existing Jumbo presses with shoe presses
will ensure not only a higher production and increase the
efficiency of both lines, but also lead to higher and more
stable quality of the final product.
The scope of supply includes complete press sections with
TurboPress shoe presses, framing, guide rolls, felt condition-
ing equipment as well as all auxiliary systems like hydraulic
units,mechanical drivesandthe automation system.
With a history of 30 years for “Dev Priya Industries Pvt. Ltd.”,
this project is just one step within the strategy of constant
development.
Under the able leadership of Amit Gupta, the company not
only gears up to meet the growing demands of high-quality
packaging paper, but also thereby strengthens its position as
one of the biggest paper and board producers, both in their
homestate of Uttar PradeshandinIndia.n
Dev Priya Industries OrdersTwo Press Sections from Bellmer
The contract for two press sections was
signed in February 2020.
Signing of agreement for two projects between Dev Priya Industries
Pvt. Ltd. and Bellmer GmbH
“Packaging board, which
is almost 50% of our total
production, has good
potential, as it is used for
packaging essentials like
pharmaceutical, food,
cereals, etc.”
V I E W S•• • •

T H E C H A N G E O V E R• • • • • • • • • • •
Mr. Siddharth Chowdhary,
Whole-Time Director,
Shree Rama Newsprint Ltd.
Equipping Itself
for the Future
Shree Rama Newsprint:
As a strategic move, Shree Rama
Newsprint Limited has ventured
into packaging grades by manu-
facturing kraft paper in the
range of 42-100 GSM. The com-
pany will revamp PM 2 including
installation of film sizer for high BF
Kraft paper.

T H E C H A N G E O V E R• • • • • • • • • • •
n an exclusive interview given to
IPaper Mart, Mr. Siddharth
Chowdhary, Whole-Time Director,
Shree Rama Newsprint Limited, talks
about the business journey of his
company, recent expansion, future
plans and the impact of the COVID-19
pandemiconthe company.
Excerpts:
about the business journey of your
company?
Siddharth Chowdhary: We acquired the
company from West Coast Group in
May, 2015 with a view to turn it around.
The company is one of the largest
producers of recycled paper-based
writingandprintingpaperandnewsprint
strategy and successfully produced Kraft
paper in the wide range of 42-100 GSM
andthusexpandedourproductbasket.
PM: You have manufactured Kraft
paper for the first time in your mill.
What will be your marketing strategy for
this paper? Which markets will you be
covering?
SC: We will be revamping some of the
facilities to make value-added products
in this segment. Also, we will focus on
the exportmarket.
PM: Have you gone for any expansion
or technological enhancement since the
acquisition?
SC: After the takeover of the company
from West Coast Group in May, 2015,
we started revamping our PM1
production facility. The machine has
been erected, and we are in the process
of re-commissioning it by July 2020.
The revamp is being done by various
reputed machinery suppliers including
Voith, Valmet, ABB, Siemens, DNB,
Globe and Saloni. We have upgraded
our deinking plants with state-of-the-
art equipment.
PM: Do you have any future plans for
investment, capacity expansion and/or
product development?
SC: We will revamp PM 2 including
installation of film sizer for high BF
Kraft paper. This is our investment plan
forthisfinancial year.
PM: Could you tell us about your corporate
vision forShree RamaNewsprint?
SC: Our vision is to make Shree Rama
Newsprint the most efficient recycled
paper-based paper mill in the western
part of the country and a major player
in the exports market, as the plant is
situated just 25 kms from Hazira port.
This gives us an advantage over other
inland mills that are far from the port.
Our main goal is to earn 50 percent of
our revenue from exports, constituting
all ourproductlines.
PM: What has been the impact of the
lockdown on your business? What steps
are you taking to face the disruption
caused by the COVID-19 pandemic?
SC: We have not been impacted as far as
our internal operations are concerned,
as labor has been retained. We have
given them free housing and other
facilities. Sales has been affected owing
in the country, and its capacity is 1.32
lakhs TPA. The declining newsprint
offtake by the print medium due to the
dumping of imported newsprint gave us
an opportunity to shift to quality
productionofwritingandprintingpaper.
Wehavebeenmanufacturingwritingand
printing paper since October 2019. We
have successfully exported 40% of our
production till date. We aim to be a
leading player in the western part of
India in writing & printing paper
segment. In the next quarter we will
launch A4 size paper. The lockdown
from March 25, 2020, due to COVID-19
has presented different types of chal-
lenges. We, therefore, chalked out a new
“We have been manu-
facturing writing &
printing paper since
October 2019. We have
successfully exported
40% of our production
till date. We aim to be
a leading player in the
western part of India
in writing & printing
paper segment. In the
next quarter we will
launch A4 size paper."
“After the takeover of
the company from West
Coast Group in May,
2015, we started
revamping our PM1
production facility. The
machine has been
erected, and we are in
the process of re-
commissioning it by
July 2020.''
SRNL team with the first Kraft Paper Reel produced from Paper Machine 2; Machine deckle
size of 6.3 metres.

T H E C H A N G E O V E R• • • • • • • • • • •
Aerial view of the manufacturing plant near Surat
to a sharp decline in paper consumption;
and that's because offices and schools
have been closed down. Work on PM1
has been affected, as the suppliers were
notinapositiontoreachtheplantdueto
travel restrictions in Europe, China and
India. This has led to a delay in the
commissioning of the machine after the
upgrade. Having said that, we do not
operate in isolation; our business has
been affected as well. The normalization
of the entire trade and industry will
depend on how quickly the pandemic is
overcome or brought under control. The
situation will normalize only when all
industries revert to normalcy. Paper
consumption is not confined to a specific
industry; all kinds of industries use
paper; and so, the prospects of the paper
''SRNL will ulti-
mately produce
approximately 18,000
tons of various grades
of paper per month.
Our exports will grow
100% compared to the
last financial year.''
industry will improve only when the
entireeconomyrevives.
PM: What kind of market trends do you
foresee for the initial couple of quarters
post normalcy and in the next FY?
SC: Much will depend on the resolution
of the COVID -19 problem. It will be
difficult to predict the same. We hope
normalcy is restored at the earliest,
without any further loss of life and
disruption in trade and industry. Prices
of raw materials have shot up drasti-
cally, as collection of waste paper is very
poor or negligible in foreign countries –
and in India as well – due to the
lockdown. Availability of containers
also poses a huge challenge for
suppliers who ship waste paper from
Europeandthe USA.
PM: Do you think Indian manufactur-
ers will get bigger opportunities post
COVID-19? Can India become a global
manufacturing hub?
SC: We have no doubt that India has a
bigger role to play in the future, given
our strategic location, young popula-
tion and business-friendly policies. We
will emerge stronger to lead the world.
Our country is going to benefit from the
post-COVID-19 scenario, as we see
shifting of manufacturing facilities
from abroad. India will surely become a
strongindustrialforce.
Paper Machine 1 with deckle size of 5.3 metres

IPaper Mart, Mr. P. Subramaniam,
Managing Director, Sri Andal
Paper Mills Private Limited, talks
about his company, product range and
future goals.
Excerpts:
about your company, especially its
infrastructure and product range?
P. Subramaniam: Sri Andal Paper Mills
(P) Ltd. (SAPML) was started in the
year 2000 with a 20 TPD production
capacity in Kraft paper manufacturing
business. It is now a 20-year-old
professionally managed and well-
maintained industrial unit located in
ErodeDistrict, TamilNadu.
SAPML manufactures plain Kraft
paper and special high burst-factor
packaging paper out of local waste
paper, old corrugated containers
purchased from local and overseas
markets and purchased unbleached
woodpulp.
The company presently manufactures
plain Kraft paper on the following
paper machines (basis weight range –
100 to 240 grams per sq. m., and burst
factor range–12to 28):
• Machine 1 - Capacity of 50 TPD with
a reel trimof 2200mm
• Machine 2 – Capacity of 80 TPD with
a reel trimof 2850mm
K E Y P R O J E C T• • • • • • • •
Sri Andal Paper Mills has ordered key technologies from
Valmet for its new 200,000 TPA containerboard-making
line in Tamil Nadu. The start-up of the machine is scheduled
for the first half of 2021.
Mr. P. Subramaniam, Managing Director, Sri Andal Paper Mills Private Limited
Going for Major Expansion

• Machine 3 – Capacity of 185 TPD
witha reel trimof 3100mm
SAPML is a professionally managed
company with all the modern technical
plant and machinery and control
systems in place – from the raw material
processing stage to the treatment of
waste water fromthe plant.
“The lack of availability
of trained and moti-
vated manpower for not
only the operation of
plant and machinery
but to take care of the
highly automated
sections is another big
challenge.”
The company practices stringent
quality control norms, and each stage
of manufacture compulsorily passes
through tight quality/quantity control
tests. The entire manufacturing
process is monitored by a qualified
and well-trained team of core
members.
PM: You have recently ordered key
technologies for a 200,000 TPA
containerboard machine from Valmet.
What are the special features of this
machine? Could you tell us about the
technical aspects of this delivery from
Valmet?
PS: Valmet's delivery will include three
OptiFlo Fourdrinier head boxes for
excellent cross machine profiles and
good formation, an OPTIPRESS linear
press section to achieve high
dewatering capacity, good runability
and excellent end product properties,
and an OPTISIZER Film size press
with an automated starch supply
system. This delivery will also include a
start-up package of spare parts and
consumables, a Valmet DNA machine
control system, VALMET DNS
Distributed Control System for Process
control, Valmet IQ quality measure-
ment system and Valmet Performance
Centre connectivity for real time
troubleshootingfromremote location.
The 4,800-mm-wide (untrimmed sheet
width on reel) will produce recycled
liner, recycled fluting, and corrugated
Kraft (Kraft top recycled liner) grades
with the basis weight range of 70-300 g
2
/m . The design speed of the machine
will be 750 m/min and annual capacity
200,000tonnes.
PM: What made you choose Valmet as
your supplier for containerboard
machine technologies? What is the
value and scope of this order/project?
PS: Sri Andal was looking for a holistic
combination of critical components
for the manufacture of high-quality
uncoated packaging grades meeting
the quality requirement of indigenous
and overseas market. In this quest, Sri
K E Y P R O J E C T• • • • • • • •
Manufacturers of :
• Doctor Blades
• Doctor Holders
• Doctoring Systems
Add. : L-6200/9, 4th Phase,
G.I.D.C., Vapi – 396195, Gujarat, India
Ph.: +91-260-6543577,
Cell : +91 9898130415, +91 9227830415
Email : ayaz@rs-engineers.com,
sales@rs-engineers.com
Website : www.rs-engineers.com
• Doctor Oscillation Systems
• Felt Stretchers
• Autoguides
R.S.ENGINEERS

environment protection. The industry
is highly water-intensive, and any new
venture will have to ensure a bare
minimum of water consumption and
NIL effluent generation, which calls for
a very high capital investment.
Handling and disposal of solid plastic
waste and other materials in the fibre
preparation plant pose a big challenge,
as end use is extremely limited. The lack
of availability of trained and motivated
manpower for not only the operation of
plant and machinery but to take care of
the highly automated sections is
anotherbigchallenge.
“The rise in demand for
Kraft paper in various
end-use industries is
the key factor that is
projected to drive the
growth of the Kraft
paper market across the
globe.”
PM: What are your views on having
integrated containerboard manufactur-
ing and corrugated packaging compa-
nies in India?
PS: We are very positive on integrated
containerboard manufacturing and
corrugated packaging because
recycling can be done at a higher rate
and real time. Integrated units can lead
to sustained high strength of products
and reduction in transportation cost
because of backwardintegration.
PM: What are your goals for the future?
PS: We will concentrate on the Kraft
paper manufacturing process only. In
the long term, Sri Andal will make
special efforts to meet the demand of
the market for quality and quantity of
pro duc t s t hro ugh c o nt i nuo us
upgradation of manufacturing
technology in partnership with reputed
manufacturers, as quality and technol-
ogyare inseparablepartners.
processing line is from KADANT
LAMORT of France and Approach
Flow System is from KADNAT NOSS
of Sweden. The non-critical compo-
nents too are procured from reputed
manufacturers in China, GAW Paper
Coating Technology of USA and
RUNTECH Systems of Finland. All
these systems are being integrated for
us by a well-known engineering
consultant M/s Mech Tech Projects,
Chennai.
The manufacturing process, being
highly automated, will enable us to
manufacture the required quality
products on a sustained basis. We have
selected pieces of equipment that are
highly power-efficient. Once the plant
operation is optimised, we will stabilize
our operating cost to deliver the
required quality products on a sus-
tained basis.
“Our fibre processing
line is from KADANT
LAMORT and
Approach Flow System
is from KADNAT
NOSS. The non-critical
components are pro-
cured from reputed
manufacturers in
China, while other
critical components are
sourced from GAW
Paper Coating
Technology of USA and
RUNTECH Systems of
Finland.”
PM: What challenges does the container-
boardsegmentin Indiafacetoday?
PS: The major challenge in the
container-board segment is sustained
availability of raw material at a stable
price. Another big challenge that is
faced by the pulp and paper industry is
Andal availed the help of Valmet
Technologies in the selection of
critical components of not only the
paper machine but also for fibre
preparation 7 approach flow sections.
Valmet offered its valuable sugges-
tions for achieving Sri Andal's
objectives. Valmet has a strong
reputation, and we believe that
Valmet's technology will help us in
achieving our high-quality targets. It
was vitally important for Sri Andal to
maintain a good management-level
r e l a t i o n s h i p w i t h Va l m e t
Technologies.
PM: What are your target markets?
PS: The rise in demand for Kraft
paper in various end-use industries,
such as food and beverages, building
and construction, cosmetics and
personal care, automotive, and
consumer durables, is the key factor
that is projected to drive the growth of
the Kraft paper market across the
globe.
Continuous growth in the demand from
the retail sector is expected to bolster
paper-bag sales. This growth in demand
is due to the strong consumer prefer-
ence for biodegradable packaging and
gradually emerging mindset of
environment-protection agencies. This
is bound to create high sales opportuni-
ties. There will be a lot of emphasis on
eco-friendly products to promote the
market growth of bio-degradable and
recyclable packagingmaterial.
PM: The market in India is rather price-
sensitive. How do you strike a balance
between price and quality?
PS: The packaging market is definitely
price-sensitive. An entrepreneur in this
line has to strike a balance between
technology and operating cost. That is
one reason why we chose Valmet
Technologies to deliver all the critical
components of the machine; our fibre
K E Y P R O J E C T• • • • • • • •

KROFTA MEGACELLNEW
A unique technique, far enhanced compared to circular machines.
Krofta introduces State of the Art Technology:
NEW DAF especially designed for Paper Industry.
SALIENT BENEFITS:
Ÿ 50-70% savings* in Civil Cost
compared to Sedicell
Ÿ Higher capacity Product at Low
Foot Print (Required lessor land
space)
Ÿ Much Lower running Power cost
in comparison to Present DAF
Technology
Ÿ Excellent Output performance
Ÿ Cheaper installation cost*
Ÿ A very compact unit
MEGACELL PRODUCT RANGE:
Model Number Maximum Flow(m³/h) Power (kW)
Megacell-5 50 0.37
Megacell-10 100 0.37
Megacell-15 150 1.1
Megacell-20 200 1.5
Megacell-25 250 1.5
Megacell-30 300 1.5
Megacell-35 350 1.5
Megacell-50 500 1.5
Megacell-65 650 1.5
Megacell-75 750 1.5
Megacell-100 1000 3.0
*As per Krofta Terms and Conditions.
Krofta Engineering Limited
Durga Bhawan, A-68, FIEE Complex, Okhla Industrial Area Phase-II, New Delhi – 110020.
EPBX : +91-11-4724 2500 E-mail :krofta@kroftaengineering.com Web : www.kroftaengineering.com

IPaper Mart, Mr. Ankur Bindal,
Managing Director, Bindal
Papers Mills Limited, talks about his
company and the major landmarks it
has achieved and technological
breakthroughs and expresses his views
on paper made from agro fiber as
comparedto woodpulp.
Excerpts.
about your company and business
journey?
Ankur Bindal: Bindals Papers Mills
was commissioned in May 2009 with
the installed capacity of 72,000 TPA.
It is in Muzaffarnagar, which is a hub
of “jaggery trading business”, where
more than 40 percent of the human
population is engaged in the cultiva-
tion of sugarcane. In this region,
agricultural residue as the basic raw
material is abundantly available.
Bindals use Kolhu bagasse, mill
bagasse, wheat straw, and farming
wood to produce writing and printing
paper (surface sized and non-surface
A G R O F O C U S• • • • • • •
Reaching New Heights
Mr. Ankur Bindal, Managing Director, Bindal Papers Mills Limited
The company was the first
mill to produce photocopier
paper with 100 percent
Kolhu bagasse; it currently
produces 110,000 TPA of
writing and printing and
photocopier paper.

sized) and photocopier paper.
Bindals Papers Mills is the first mill
to produce photocopier paper with
100 percent Kolhu bagasse. It
currently produces 110,000 TPA of
writing and printing paper and
photocopier paper.
“The future is quite
promising, as it gives
an edge in cost of
production over waste
paper or wood-based
mills.”
PM: What technological and opera-
tional breakthroughs have been
achieved by your company with regards
to agricultural residue?
AB: They are asfollows:
Technologies adopted: In the initial
phase, we had a power plant of capacity
100 TPH and TG of 15 MW, a pulp mill
with Continuous Digester (Pandya
type), Brown stock washing, ECF
bleaching (D-E-D), Soda ash recovery
(LTI), a paper machine with hydraulic
head box, top former, Tri-nip press,
controlledcrowncalendar, etc.
Te c h n o l o g i c a l u p - g r a d a t i o n :
Conventional Recovery Boiler (M/s
Enmass): In 2014, we installed a
recovery boiler of 400 TPD (WBL
firing) and started producing addi-
tional steam of 40 TPH; and other
sections were balanced like adding
new evaporator, etc. With this
additional steam, paper machine
speed was raised from 650 mpm to
780~800 mpm.
TG of 5 MW: After installing a recovery
boiler in 2015, we further installed TG
of 5 MW; hence the total power
generation was 20 MW. We also started
powerexport.
Technological Modification in Paper
Machine: The machine itself has been
upgraded on continuous basis and the
following have been incorporated to
enhance quality andproductivity:
• SizingFilmPress
• PostDryers
• PressCeramic Roll
• Press PU covering for Suction Press
Roll
• Automatic Tail threading mechanism
for Unirun and Unirun to 1st dryer
group
• Basis Weight and Caliper Profiler
modifications to improve paper
profile
• Cross direction Moisture profiler is
underinstallation
Other Plant Additions: Additionally,
we are installing the following to
further improve economy and the
overall performanceof the mills:
• Lime Kiln, Second Stage-caustisizers
line
• High capacity and highly automated
A4sheeter andpackingunit
• An upgraded Hood and Ventilation
system
In 2018, we applied for CII best water
practices award and invited the CII
team to visit our plant. The CII team
visited and verified all our schemes and
Bindals achieved the “CII award for
adopting best water practices among
pulp and paper industries in the year of
2018”.
PM: Logistics is one of the key factors
for an agro residue-based paper mill.
What is the overall outlook on the
availability of raw material for your
mill? What kind of challenges are you
facing in this area?
AB: We are using Kolhu bagasse,
which is unique. It is procured
directly from farmers/Kolhu opera-
tors in the area. As we are in the
sugar belt and have a very large
mandi for sugarcane products close
to the mills, the supply of Kolhu
bagasse (and mill Bagasse as well) is
A G R O F O C U S• • • • • • •

excellent in the season. We have
installed a special plant unit to
process Kolhu with the help of our
own homegrown technology. The
following are the advantages:
• Much higher realization for the
farmers, as no middlemen are
involved
• Lower transportation cost due to
locally available material
• The paper produced is cleaner as
comparedto otherrawmaterials
We have also developed the capacity to
absorb any raw material mix available
in the respective seasons and no
variations take place in the final paper
quality.
The rising cost of mill bagasse and
wheat straw has posed a bigger
challenge for paper mills that are
dependent on agro waste as input. It is a
matter of concern.
“We have installed a
special plant at our
unit to process Kolhu
bagasse with the help of
our own homegrown
technology.”
The local transportation cost for raw
material is bearable, but if the local
supply dries up for any reason, the
longer distance logistics cost is not
quite bearable; it is perceived as a
threat to agro-basedindustries.
PM: What are your views on paper
made from agro fiber as compared to
wood pulp?
AB: We benchmarked papers from
various wood-based mills after
achieving all the desired properties,
including better cleanliness. After a
combined effort made by our technical
and marketing teams, we have been
able to replace wood-based mills at
variousendusers.
PM: Effluent is the key challenge for
agro residue-based paper mills. What
kind of effluent-treatment infrastructure
do you have?
AB: In 2012 and 2015, two nos. of
charter were implemented in River
Ganga Basin for pulp and paper
industries by CPCB with more stringent
norms for the final discharge followed
by“ZLD”frommillpremises.
Bindals adopted the following strate-
gies:
• Reduction of pollution load at
sourceitself
• Minimum discharge of effluent from
individualsectionsof the mill.
• Up-gradationof ETP
• Reuse of wet washing water after
clarification and treatment which
reducedthe pollutionload inETP.
• Adopted new technology in the
bleaching plant by Oxidative
chemical bleaching (Ox) in place of
Hydrogen Peroxide (H O ) enriched2 2
caustic extraction (Eop) stage to
reduce pollution load in bleaching
effluent.
• Introduced post-bleaching enzyme
to reduce bleaching chemicals for
the same brightness which helps in
reducingpollutionload.
• Recycling of sealing water of pumps
back into the pumps after treating in
turbo screen and replaced fresh
water.
• In order to reduce pollution load
from paper machine, the stock
coming out from the head box,
ideally should retain in the paper
sheet and clear water should come
out from the wire section. To achieve
this, we introduced the four
component microparticle-based
chemistry.
• Further, excess cloudy water is
treated in DAF and Micro filters,
and clarified water is used in the wire
and press section and replaced fresh
water. Recovered fiber is used in
machine through the Broke
handlingsystem.
• Installed the Heat and Recovery
system from dissolver vent in
Chemical Recovery Boiler.
• Reuse of all leakages from sealing of
pumps, etc., in Chemical Recovery
plant back into the cooling tower
after treatment and reused as make
upwater (replacedfreshwater).
Technological up-gradation in ETP:
After implementing all innovative
concepts in ETP, our fresh water
3
consumption reduced from 50 m /T of
3
paper to 20 m /T of paper, and quantity
of effluent from different plants also
3
reduced to 16 m /T of paper. ETP
adequacy was further studied and the
following modifications were done in
ETP:
• Installed the MIST Cooling system
and Mist aeration system to maintain
ETP in-fluent temp within range and
increaseofDOintheaerationsystem.
A G R O F O C U S• • • • • • •

• Installed Jet Aerators in ETP along
with Surface Aerators and the Mist
Aeration system to maintain desired
DO inAeration tank.
• Installed tertiary physio-chemical
treatment for removal of COD, BOD
andcolour,andcommissionedDAF.
PM: Are there any areas where you
think technological advancements are
required for agro-based mills? What
kind of technological advancements do
think will take place in the future?
AB: Although we have achieved huge
reduction in water consumption and
our conservation figures are good
enough to be benchmarked for agro-
based mills, we are looking forward to
enhancements in pulping technology
which can further reduce the effluent
load to achieve and set a higher
benchmark. For further improvement
in water utilization, an RO plant has
been installed and we need to find a
viable economic solution for reuse of
ROreject water inthe process.
“We have achieved huge
reduction in water
consumption and our
conservation figures are
good enough to be
benchmarked for agro-
based mills.”
PM: What are the key challenges for
agro-based paper mills and what are the
best possible ways of facing these
challenges?
AB: The key challenges for agro raw
material-based mills can be summa-
rizedasfollows:
• Bulky and hence expensive transpor-
tation
• New variety of sugarcane being used
in sugar mills have improved the
sugar making yield but at the same
time it has reduced the raw material
fiber content in bagasse. This has
adversely affected the economy of
papermaking using bagasse and
lesser availability of fiber as a whole.
This is a challenge that all agro-
basedpapermillsare facing.
• Higher silica content is a process
problem for the service life of
equipment
We also need to focus on the following
areas:
• Further improve on the strength
propertiesof endproduct
• Invest in yield improving mecha-
nisms
• Control the silica content to enhance
the life cycle of equipment
PM: What have you to say for the future of
agro-basedpaperproductionin India?
AB: The future is quite promising, as it
gives an edge in cost of production over
waste paper or wood-based mills. As far
as availability of raw material is
concerned, since it is a byproduct of
essential food production processes, it
willremainsustainable.
A G R O F O C U S• • • • • • •

IPaper Mart, Mr. Kishor Shekhar
Desarda, Director, Parason
Machinery Private Limited, talks about
his company, product portfolio and
newmanufacturingfacility.
Excerpts.
about your company and product
portfolio with regards to the pulp and
paper industry?
Kishor Shekhar Desarda: Parason
Machinery is a 45-year-old company
founded by Dr. C. P. Desarda who was
metallurgist. Today, Parason is a
company known for its products and
services for stock preparation and
approach flow lines. Parason products
are widely used in tissue, kraft, writing
printing and duplex board paper mills
across India and in around 60 countries.
Parason products mainly cover pulping,
cleaning, screening, refining, and the
dispersion areas of stock preparation
lines. With production addition every
year, Parason has been able to expand
its portfolio and serve the paper
industryefficiently.
Apart from Indian operations, we also
have a manufacturing base in Brazil.
There we have a full fledged manufac-
turing setup. With the team of around
T H E B I G L E A P• • •• • • •
Adopting a
Parason Machinery:
Parason Machinery is constructing a new plant at
Chikalthana Industrial Area, Aurangabad. Once the plant
gets operational, Parason Machinery will be able to mass
manufacture cast iron dryers, headboxes and other critical
components that India has been importing from China.
From left to right - Mr. Kishor Shekhar Desarda, Director, Mr. Shekhar C. Desarda, Chairman & MD
and Mr. Madhure Desarda, Director, Parason Machinery Private Limited
Winning
Strategy

85 employees in Brazil we are actively
engaging with customer base in Latin
America.
“We have also started
our own hard chrome
and chemical coating
facility.”
PM: Could you tell us a little bit about
your infrastructure, workforce and
manufacturing capabilities?
KSD: At Parason, we are focused on
quality products for our customers. Our
facility in total is spread across 15 acres
with around 4,00,000 sq. ft. of covered
area. Our manufacturing infrastructure
isdividedinto5verticals.
Foundry: We have two dedicated
modern special alloy steel foundries
where we manufacture refiner disc and
tackles.
Machining: We have machines shops
with dozens of CNC machines with the
capability to machine critical compo-
nentswithhighaccuracy.
Heavy Duty Fabrication: We also have a
heavy-duty fabrication facility where
we can handle jobs up to 50 tons, and we
carry a good amount of expertise in
weldingtechnology.
Chemical Coating Facility: Recently
We have also started our own hard
chromeandchemical coating facility.
Engineering Services: We also provide
engineering services to most of our
clients where we do mill engineering for
them. Mill engineering involves sizing
and engineering of all the equipment
along with motors, pumps, chest, and
electrical systems. Mill engineering
makes sure that all the piping layouts
are correct and the entire system is
mass balanced. We have delivered
many projects which have the complete
3-D mill layout with virtual reality
objects. With 3-D layout and virtual
reality, customers can have firsthand
feel of their mills. They can see how
each and every corner of the mill looks
like. This eliminates chances of error at
a later stage and makes sure the
customer gets the maximum output
with minimal operating costs. We have
been doing this for more than five years
now mainly for our international
customers.
We also have a manufacturing plant in
Brazil which caters to the Latin
Americanmarket.
“The new plant will be
equipped with multiple
CNCs and heavy duty
machines which are
required to manufacture
dryer cylinders and
critical components.”
Parason has skilled workmen who are
expert in the area of engineering and
manufacturing technology. With a
dedicated team of 38 design engineers,
we are always a step ahead to deliver
innovative products to the market.
Overall, Parason has around 1,200
employeesinIndiaandBrazil.
PM: Parason recently commenced the
construction of a new paper machine
manufacturing plant at Chikalthana,
Aurangabad. Could you tell us a little
bit about this new project?
KSD: Parason is in the process of
coming up with a facility on a newly
allotted 4 acres of industrial land. The
facility will be used for manufacturing
critical components for the paper
industry. It will be used for manufactur-
ing cast iron dryers, which are currently
being imported from China. From very
early days, Parason has always focused
to create import substitutes. At
Parason, we have always invested in
R&D and have taken various projects
for the advancement of our manufac-
turing capabilities. We feel that
indigenization with superior quality of
each component and product is very
much important for every company and
country to sustain and grow. With the
new facility we are focusing on creating
a reliable and cost-effective alternative
for the products which are currently
imported in India. We also appeal to
every customer of ours to come forward
and develop products in India.
Ultimately every product development
revolves around current demand of
industry. And with right engineering
approachwe are readyforit...!!
PM: Could you tell us about the
technological capabilities to be installed
in the new plant? What is the total
outlay for the project?
T H E B I G L E A P• • •• • • •

KSD: The new plant will be equipped
with multiple CNCs and heavy duty
machines which are required to
manufacture dryer cylinders and
critical components. We are also
aligning our facility to mass manufac-
ture headboxes. We carry a good
amount of expertise in headboxes, and
our capability to mass manufacture
headboxes would allow us to compete
with the Chinese manufacturers of
headboxes. We will offer headboxes
that are much better than those offered
by China. And we will offer them at a
competitive price. The same is the case
for dryers. With our expertise in
metallurgy and foundry technology, we
will manufacture dryers that are
qualitatively far better than Chinese
dryers. And we will offer them at
Chineseprices.
PM: What are your thoughts on India's
growing paper sector? How responsive has
been the Indian pulp and paper industry
when it comes to buying your products?
KSD: I think that Indian paper industry
is growing at a CAGR of 7 percent and
that our products figure prominently in
it. We are not only selling capital
equipment but also taking care of after
sales services, engineered consumables
and spare parts. Our products play a
vital role in energy saving, and with the
continues improvements we make, we
deliver the latest technology to our
customers.
“With the recent acqui-
sition of Calpher in
Brazil, we are actively
expanding on the Latin
American market.”
PM: Could you tell us about your global
footprint? Is the global market for your
machines lively enough for your
business?
KSD: Parason is a widely known name
in the international paper world. We
are regularly doing business in 60
countries. Around 50 percent of our
revenue comes from exports. With the
recent acquisition of Calpher in Brazil,
we are actively expanding on the Latin
American market. Our quality
products and ability to resolve cus-
tomer problems with correct solutions
makes us the preferred partner on the
global market. We are adding custom-
ers in every country and wining the trust
of our customers with our quality
products.
PM: What new challenges is the Indian
pulp and paper industry facing because
of the ongoing COVID-19 pandemic?
KSD: The pulp and paper industry is
a substantial part of the foundation
of an economy. We see supply-chain
issues due to the COVID-19 out-
break, but in the long run, we will
witness further growth of the Indian
paper industry. India's 1.3 billion
population is a very big consumer
base in itself.
T H E B I G L E A P• • •• • • •

V A L U E A D D I T I O N• • • • • • •• •• •
Rajni Patel: As you already know, JMC
was started in the year 2002. To meet the
growing market demand, the company
has taken many steps for development
in the fields of sales and marketing,
manufacturing processess, infrastruc-
ture development, technology
upgradation and many other fields. In
2015, JMC shifted its existing manufac-
turing facility to the most developed
industrial area of Sanand GIDC, which
Adding Value for
Customers
JMC Paper Tech:
A leading manufacturer cum exporter of
pulp and paper mill plant and machinery,
JMC Paper Tech Private Limited under-
takes design, manufacturing, supply,
erection and commissioning of new pulp
mills and paper machines and the mod-
ernization of existing pulp mills and paper
machines. The company has the necessary
capabilities in project engineering, design,
manufacturing and project management
to take up assignments on a turnkey basis.
JMC's expertise lies in applying state-of-
the-art technology to provide cost-
effective custom-designed solutions to
suit the varied needs of its customers.
Mr. Rajni Patel, Chairman & Managing Director,
JMC Paper Tech Pvt. Ltd.
IPaper Mart, Mr. Rajni Patel,
Chairman & Managing Director,
JMC Paper Tech Private Limited, talks
about his company, recent develop-
mentsandexpansionplans.
Excerpts.
about the new developments that have
taken place at JMC Paper Tech?

is preferred by many MNCs. JMC
started a new workshop in a 5000 sq. m.
area with a vision to meet all interna-
tional standards and facilities for
innovative working. Later on, the
workshop was expanded to 10000 sq. m.
with additional precision machinery
like CNC machine, heavy duty
machines, best housekeeping, etc. Still,
the company has an open area of
approximately 5000 sq. m. for future
expansion. JMC also went for a sand
blasting chamber and acid pickling unit
to meet the demand for products with
accuracy and quality on the Indian and
globalmarkets.
“The company has
expanded its produc-
tion facility to 10000
sq. m. It still has an
open area of approxi-
mately 5000 sq. m. for
future expansion.”
technological capabilities and the
quality and R&D practices you
follow?
RP: RP: Today, JMC is the largest
manufacturer and exporter of pulp and
paper plant and machinery with turnkey
project solution under a single roof.
The company does regular R&D on the
market in order to take feedback and
implement it in upcoming projects.
JMC has the capacity to manufacture
and supply multi-fourdrinier paper
projects up to 500 TPD production
capacity, maximum up to machine
deckle of 5.5 MTR – also offered with
multi wire technology and TDU.
Machine manufacturing is carried out
by using the latest imported technolo-
gies like high precision heavy duty CNC
boring machine, CNC lathe machine,
fabrication and machining facility with
SS cladding, MIG/TIG welding, over
dimension job manufacturing machin-
ing and handling capacity up to 80
tonnes. Strict quality control and
inspection are given a lot of importance
during manufacturing and after its
completion as well. The company has a
large and clean working floor with best
housekeeping.
PM: Could you share with us your
thoughts on India's growing paper
industry with regards to the challenges
it faces and the opportunities it can
seize?
RP: The industry is expected to grow at
the rate of 7 percent per annum.
Studies have shown that the growth of
paper consumption changes from
linear to exponential trends once the
GDP growth rate crosses the double-
digit mark. Analysts often draw
comparisons between the growth seen
in bottled drinking water and tissue
paper industries. Even if one assumes
an average of 9 percent GDP growth
rate in the medium term, linear
extrapolation suggests that by 2025,
the country will consume over 24
million tonnes of paper. Paper
consumption is poised for a big leap
forward in sync with economic growth
and is estimated to touch 13.95 million
tonnes by 2015-16.
This clearly shows that there is a lot of
V A L U E A D D I T I O N• • • • • • •• •• •
opportunity for growth in India. From
the point of view of demand, every 1 kg
incremental per capita consumption
results in additional demand of more
than one MT a year. Besides, policy
factors also have a key role to play in the
growth of the domestic paper industry
in India. The government's sustained
focus on literacy, increased consumer-
ism and expansion in organised retail
are expected to positively increase
paper consumption and demand in
India.
PM: Could you tell us about your global
market presence? Is the global market
for your machines lively enough for your
business?
RP: JMC is the most preferred,
favoured and recommended brand
name and star-holding export house
on the global market, especially for
turnkey solution; only JMC is the
frontrunner and first choice for
newcomers as well as well-known and
established industrialists in this field.
JMC has its presence in around 45-
plus countries – like South Africa,
Ivory Coast, Uganda, Kenya, Canada,
Egypt, Ethiopia, the UAE, Qatar,

Bangladesh, Pakistan, Iran, Syria,
Indonesia, Jorden, etc. I can proudly
say that 60 percent of JMC's turnover
comes from its export sale only. Not
only in India but also in places outside
the country, we have more than 20
installations of complete paper plants
supplied on a turnkey basis and many
successfully executed expansion
projects and regular supply of spares.
A few big and prestigious projects are
in the pipeline, and we are sure that we
will bag them within a short span of
time.
PM: Is there anything that you would
like to add?
RP: JMC has been active in the paper
industry since 2002; and with the help of
regular R&D on the Indian and global
markets, it has been able to understand
the upcoming requirements of the
industry. It has therefore started to work
on the same in advance. In 2005, JMC
made around 50 TPD single wire paper
machines only, but as per the market
requirement, it took the initiative to
serveitsclientswithbetterproducts.Asa
result, JMC designed double wire, triple
wire, four wire and multi wire paper
machines with Top Dewatering Unit
(TDU). Recently, we installed the sand
blasting and acid pickling plants for
better product quality. Right now, JMC
is upgrading its quality standards and
followingtheEuropeanstandardsforthe
domesticaswellasglobalsupplyofpaper
plants. JMC now has technical associa-
tions with Papcel Group and a leading
Chinese manufacturer of calendars and
coaters, Shashi Light Ind. Machineries
Company Limited (SLMC), with a view
to serve the paper industry with its
quality products at cost-competitive
prices. JMC has also adopted the
European standards for manufacturing
and quality inspection. In this way, JMC,
PAPCEL GROUP and SLMC are
following the “One Belt, One Road”
strategy.
V A L U E A D D I T I O N• • • • • • •• •• •
“JMC is upgrading its
quality standards and
following the European
standards for the
domestic as well as
global supply of paper
plants.”

N E W V E N T U R E• • • • • • • •
May11,2020
hanna Paper Mills has achieved a
KmajormilestoneinKPMhistory.The
Punjab-based paper mill has success-
Khanna Paper MillsTouches New Milestone with Manufacturing of
Kraft Paper
Khanna Paper Mills is one of Asia's leading, trusted and efficient producers of
paper and paper products. The company's main objective is the development of
recycled, eco-responsible and innovative papers that offer clients unmatched level
of quality and performance.
fully completed the manufacturing of
Kraftpaper.
Khanna Paper Inc., company's subsidiary
in New Jersey, USA, buys all grades of
Khanna Paper Mills
May23,2020
rident Limited, the flagship
Tcompany of Trident Group and the
world's largest wheat straw-based paper
manufacturer introduces a new product
toitsproductportfolio–"KraftPaper".
Using advanced technology in existing
wheat-straw pulp-based paper manu-
facturing, the company is able to have
sustainable growth by reducing input
costs and adding environmental
sustainability. Trident uses its by-
products to generate co-generation
power to save energy cost and has its
focusonproducingeco-friendlypaper.
Kraft paper can be used for packaging
material due to its durable and useful
Trident GroupVentures into Kraft Paper Production
The company has successfully completed the trial run of unbleached virgin kraft
paper.
Trident announces the launch of kraft paper
waste paper and export it to India.
Having its own paper mill gives the mill
an edge, since it not only buys but also
consumes.
The mill has is plant located in Amritsar,
Punjab. The facility is spread over 80
acres making it the largest single
location plant in the country to use
recyclable paper waste. The annual
production capacity is half a million tons
with four paper machines, deinking
plants and in-house captive power plant
of 30 MW. The mill boasts with highly
skilled production teams, capable of
dealing with rising demand of produc-
ing a wide range of paper and its
products.n
nature. Further applications for kraft
paperincludecarrybags,businesscards,
kraft envelopes, etc. Kraft paper is
stronger than regular paper due to its
reduced lignin content and high sulphur
ratio.n

R E C Y C L I N G T R E N D S• • • • • •• • • • • • •
Japan strictly follows 3 R's (reuse,
reduce and recycle). The govern-
ment plays a major role in creating
awareness among people to segregate
their waste. It has incentive systems and
clear policies for a successful recycling
system. Anyone who has visited Japan
will know how the Japanese people
followthese rulesmeticulously.
Segregation Success
Schools and institutions play a
major role in creating aware-
ness among young minds. In
general, citizens volunteer to
The Success Story of Japan’s
Waste Recycling System
In Japan, it's not called
waste. It's called recovered
resources or recovered
paper! Japan is a recycling-
driven society.
keep the society clean. Municipalities
share the segregation and collection
guidelines document with every
household. Community associations
play a major role in collecting waste and
transporting it to the municipality for a
reward. The main pillar of paper
recycling success is their direct delivery
rights to sell to wholesalers as well as to
exportit.
“Japan has taken the
responsibility of adopting
various measures and
policy guidelines for
waste management, like
its waste management
cleansing act and more.”
Households and businesses separate
their trash into burnable items
(everything from kitchen scraps to
plastic bags, paper and clothing),
non-burnable items (glass, metal,
batteries, crockery and electronics)
and recyclables. Typically,
burnable garbage is collected
twice a week, non-burnable twice
a month and recyclable
materials, such as PET

bottles, glass, newspapers and card-
board, once a week; oversized trash and
appliances are handled under a
separate system.
Waste Collection in Japan
To reduce total waste ending in
landfills, an effective waste disposal
system has been put in place. Japan has
taken the responsibility of adopting
various measures and policy guide-
lines for waste management, like its
waste management cleansing act and
more. It also follows the circular
economy model where waste is
handled by manufacturers in their
premises (extended producers'
responsibility). Manufactures also
have the responsibility of manufactur-
ing and designing products that are
worth collecting and recycling. A
specific labeling system has also been
put in place for recycling.
Main Reason for Recycling
Success Is the Collection
System
Waste collection is done in three ways;
and to encourage recycling, a lot of
subsidies are also provided. To avoid
illegal trading of waste, MoU is signed
to use GPS in the collection points to
track where the waste is being trans-
ported.
1. Drop off or Collection Point: Walk
around any neighborhood and you'll
soon come across detailed roadside
signs with colorful icons and weekly
schedules. Any resident and
commercial establishments can
volunteer and provide a space
outside their premises to set up a
collection point. This collection
point will be used by the area locals
to drop off their segregated waste in
the appropriate boxes. Waste is
collected by municipalities at timely
intervals like three days in a week
etc., depending on the volume of
waste generated.
2. Group Collection: Any association
or a group of people can set up a
collection point, collect waste from
residents and transport it to
municipalities. Ten or more
household can form a group.
Business operators like supermar-
kets are also doing collection. This
provides employment to people;
they are able to make good profit out
of the waste group collection system.
Incentives are provided by the
corporation to these group collec-
tors. Most of the group collects only
paper waste to sell to paper mills at a
better rate. This also creates a
demand in local recovered paper
production, as this collected paper
waste is exported to other countries.
The group collectors cannot use
municipalitycollection points.

processing including incineration and
pulverization, and landfills. Waste is
collected from these collection points
by the municipality and taken to be
treated at local decentralized recycling
centers, which is intermediate process-
ing. Wastes are getting bailed appropri-
ately, categorized and sent to manufac-
turers to recycle them and use as raw
material. Non-recyclables are treated in
their decentralized recycling centers or
transferred to a centralized largest
recycling center. Centralized incinera-
tion treats waste in an environment
friendly manner, and the residuals are
sentto JapanLast Landfill.
Japan follows the circular
economy model where
waste is handled by
manufacturers in their
premises (extended pro-
ducers' responsibility).
Japan Last Landfill: From
Trash to Ash
This landfill turns garbage to land that
can be used in future. Incinerated
residual ash is disposed in soil with
layers scientifically designed to treat the
waste. Japan Landfill is no surprise; it
looks beautiful and doesn't look like a
landfill.
Interesting Facts
In order to avoid trucks with mudded
tires inside the premises, Japan has
developed this system where mudded
tires are cleaned before entering the
premises.
One paper mill has a dog named “Silk”.
It has been trained to inspect odor in the
recovered paper blocks for effective
recyclingof paper.n
- This article has been written by
Uma Dotc.
About the Author
Sustainability lifestyle promoter with years of
experience in creating awareness and setting up
sustainability initiatives. Her passion for
promoting sustainable lifestyle and waste
management influenced her to start a
sustainabilityinitiative called “UpcycleIt”.
Jbrand: Japan has developed its own
recovered paper brand called Jbrand,
which is high-grade-quality recovered
paper. In general, Japanese waste
paper is high grade and has huge
export market demand, which has led
to the direct selling of group collec-
tion to sell to paper mills and not to
municipalitiesforabetterrate.
3. Municipalities: Municipalities
collect waste from these collection
points; treat them in their decentral-
ized recycling centers. Recyclables
get bailed accordingly and sent to
respective manufacturers and non-
recyclables are incinerated in their
small decentralized units or sent to
the centralized recyclingunit.
The Waste Collection
System: Challenges
1. Reduction of volume of waste for
municipalities. Group collectors
collect more waste and sell it to
manufacturers directly, which ends
up with corporation getting less
volumeof waste.
2. Segregation of recovered paper
fromotherwaste.
3. In Japan, waste should be segregated
into 10-plus different kinds, which
often endsupinmixingof garbage
4. Collection points are at risk because
of market value, which leads to
stealingandweather conditions
5. The younger generation does not
want to take further group collection
business
6. Shortageof laborinwaste collection
7. Due to market fluctuation, it is
difficult to continuewiththe process
Waste Management in
Japan
Waste management happens in three
stages: collection, intermediate

ast April, Samsung Electronics introduced its new
L'eco-packaging' – a new kind of product packaging
that facilitates the upcycling of the boxes that
come with the company's global lifestyle TV models,
which include 'The Frame,' 'The Serif' and 'The Sero'. The
special cardboard boxes are designed to allow consumers
to upcycle the packaging their televisions come in into
small, versatile pieces of furniture. The thick, corrugated
cardboard that the packaging is comprised of can be used
to construct small tables and shelves, and building
instructions can be accessed by scanning QR codes on the
outsides of the boxes.
Samsung Newsroom interviewed the designers from Samsung
Electronics' Visual Display Business who, in developing the
new eco-packaging, sought to “not only work to develop an
outstanding product, but also to realize the promise of
environmentalsustainability.”
Eco-Packaging – Inspired by the Way
People Use Their TVs
“Mustn't there be a way to turn TV packaging into something
useful, rather than just disposing of it?” The development of
the eco-packaging initiative began with this simple question.
“Nowadays, more and more consumers are interested in
protecting the environment,” explained designer Daehee
Yoon, “With eco-packaging, they could realize environmental
protection simply by purchasing goods like they usually
would.That wasthe idea that droveus.”
However, the core idea of reusing packaging material was not
enough by itself – concrete measures were required to truly
realize the designers' vision. While the designers were
planning the project, the ways in which consumers were using
The Serif gave them an idea. Many consumers who were
buying the new TV were also purchasing additional drawers
or cabinets in which to store their television accessories.
“With this in mind, we began to study corrugated cardboard
products in the market and visit producers of small furniture,”
explaineddesignerJonathan Whang.
“The thick, corrugated cardboard
that the packaging is comprised of
can be used to construct small
tables and shelves.”
'Dot Pattern' Matrix Design – Making DIY
Easy
While making a product aesthetically pleasing is important,
designers can never lose sight of usability. Therefore, for the
eco-packaging designers, the goal was to develop a product
that not only met the brief, but was also both easy to use and
durable. At first, the designers thought of cutting guiding lines
into the cardboard and providing printed plans. However,
How Upcycling Is Transforming
TV Packaging
The Story of Eco-Packaging –
Eco-packaging designers, Daehee Yoon from the Product Design Group
(left) and Jonathan Whang from the Future Experience Design Group
Dot Pattern Matrix Design
P A C K A G I N G T R E N D S• • • • • •• • • • • • •

they soon realized that such methods could limit the number
of building methods made available and lead to goods
sustainingdamageduringdelivery.
Eventually, the designers came up with the 'dot pattern'
design. By printing a dot matrix directly onto the cardboard,
users would receive easy-to-follow guidance for upcycling,
and the product would be protected, all with barely any
additional costs or carbon emissions incurred. “One out of
every five dots is larger than the others, and the number of
dots serves as the unit of measurement,” explained Yoon,
“This makes building your own upcycled furniture easy and
accessible, and additionally makes the furniture look good
once it'sbuilt.”
“Although our eco-packaging may not
bring about a drastic reduction in
paper waste, we hope that our efforts
will seek to increase awareness for the
relevant environmental issues.”
In addition to facilitating upcycling, the eco-packaging
initiative provides paperless electronic manuals with a wide
range of building plans that can be accessed by scanning QR
codes printed on the tops of the boxes. “The QR codes enable
you to access building manuals swiftly without the need to
install an app,” Sungdo Son related, “The electronic format
also makes it easier to addandmodifyplans.”
Innovative Sustainability
Printing dots on boxes and providing digital building plans
might sound quite straightforward. However, the design-
ers faced a significant challenge when it came to develop-
ing plans that were easy to follow and a final product that
was both durable and attractive. “We had to change our
strategy several times over before we eventually came up
with a final solution that ticked all the boxes,” explained
Whang.
Elaborating on what the building experience is like for
consumers, Whang related that, “The level of building
expertise required and the time it takes to build each respec-
tive piece of furniture are noted in the manuals so that
consumers can make informed choices about what to make
with their packaging. After the eco-packaging was distrib-
uted, it was interesting to see how much the final products
varied in terms of shape and appearance, despite the fact that
they were builtusingthe same setsof plans.”
Commenting on the eco-packaging initiative, the design-
ers said, “Although our eco-packaging may not bring
about a drastic reduction in paper waste, we hope that our
efforts will seek to increase awareness for the relevant
environmental issues.” It was this wider conscientiousness
that contributed to the team winning a 'CES Innovation
Award' in 2020.
What's more, the story of the eco-packaging initiative has not
drawn to a close yet. “We are cooperating with Dezeen, a
lifestyle design magazine based in the U.K., to hold an eco-
packaging design competition, which will be open to all,”
reports Son. “The participants will be asked to create designs
for different types of eco-packaging using environmentally
friendlymaterials andcorrugatedcardboard.”n
-The original article was published in
Samsung Global Newsroom
Sungdo Son, one of the designers from Future Experience Design Group (From left) Designers Jonathan Whang, Sungdo Son and Daehee Yoon
holding pieces of furniture constructed with eco-packaging
P A C K A G I N G T R E N D S• • • • • •• • • • • • •

I N D U S T R Y T R E N D S• • • • • • • • • • • •
reen marketing owes its
Gexistence to corporate
environmental responsibility
and the urgency about combating the
issue of climate change. A business
practice that takes into consideration
consumer concerns about driving
preservation and conservation of the
natural environment, green marketing
highlights the superior environmental
protection features of a company's
products and services. In other words, it
is the marketing of products that are
presumed to be environmentally safe.
While some companies are sincerely
putting green marketing into practice,
others are “greenwashing” their labels
to woo the ever-increasing number of
e c o - c o n s c i o u s c u s t o m e r s .
“Greenwashing”, to put it simply, is the
act of misleading consumers about the
environmental practices of a company
or the environmental benefits of a
productorservice.
Greenwashing claims that it champions
the cause of environmentalism and
sustainability, but in reality, it fudges or
misrepresents facts. It underplays harm
to the environment through incomplete
or misleading statistics. Bottled water
companies choke the ocean with plastic
bottles, but they try to relieve consum-
ers of worries by stamping their bottles
as recyclable material. The recycling
that they refer to never happens, but
consumers feel that they are helping the
environmentbybuyingthe water
Types of Greenwashing
One of the types of greenwashing that
can be identified is the hidden trade-off.
It is a claim that suggests that a product
is 'green' based on just a few characteris-
tics with no attention to other signifi-
cant environmental issues. For
example, shampoo is not environmen-
tally preferable just because it comes
from organic material as shown on the
bottle. The chemical ingredients and
contents that are not disclosed may be
harmful for the consumer and environ-
ment.
A claim about a product that cannot be
supported by evidence is another type
of greenwashing. For example, the
diapers and napkins companies that
claim percentages of recycled content
withoutprovidingevidence.
Greenwashing also commits the sin of
vagueness. It is a claim that is too broad
or not legally defined. 'All-natural' is an
example. Arsenic, uranium, mercury
and formaldehyde are all naturally
occurring and poisonous. So, 'all
natural'isnotnecessarily'green'.
Resorting to the use of fake labels is also
a type of greenwashing. This type of
greenwashing takes place when a
product, through either words or
Misleading the Consumers
Greenwashing:

I N D U S T R Y T R E N D S• • • • • • • • • • • •
“Environmentally-conscious consumers rely on corporate messages to inform
their purchasing choices. Yet, it is not uncommon for organizations to make
misleading environmental claims that promote switching from paper to elec-
tronic services as better for the environment,” says Phil Riebel, President,
Two Sides North America Inc.
Paper Mart: Could you
tell us a little bit about the
good work that Starbucks
and Two Sides recently
did together?
Phil Riebel: Two Sides
o p e r a t e s a n a n t i -
greenwashing campaign
globally where we work
with organizations who
are using “anti-paper”
marketing claims to
promote lower-cost
digital services over
paper-based communi-
cations. The majority of the green claims used are not
substantiated with facts and do not consider the growing
and significant environmental impact of our digital
infrastructure. Finally, they also do not comply with
environmental marketing rules and guidelines published
in many countries. We approach the companies and
request that they change or remove the claims, and use
factual messages instead.
The work with Starbucks has been underway for over 4
years. The company was great to collaborate with and they
immediately understood and agreed with our position.
First, all the printed messages were changed on paper bags
and napkins in the U.S., and then in 2019, Canada followed.
All claims of “saving trees” were removed from all bags and
napkins at all outlets in the US and Canada – in total 7,200
Starbucksoutlets.
Phil Riebel, President, Two Sides
North America Inc.
PM: Starbucks recently worked with Two Sides to remove
claims of "trees saved" on all bags and napkins across all
7,200 outlets in the U.S. and Canada. What are the
implications of this removal?
PR: The implications are important for the paper and
printing industries because fewer people see negative
claims about print and paper products. In fact, the
Starbucks project alone influences at least 1.3 billion
impression per year, just for napkins. This assumes an
average of 500 customers per day for each Starbucks outlet,
and 1 napkin used per customer. With revenues of $26
billion US per year, companies like Starbucks can reach a
lot of consumers–sogetting the messagechangediscritical.
PM: In one of your articles you wrote "Starbucks was a great
company to work with and we certainly hope more will
follow their suit." Are you currently working with some other
companies along similar lines?
PR: Yes, since the launch of our campaign in 2012 we
have worked with over 195 companies, just in North
America. They include many of the Fortune 500 banks,
telecoms, utilities, insurance companies – some of the
world's largest corporations. Our success rate in getting
companies to change or removed claims is currently at
65 percent.
images, gives the impression of third-
party endorsement where no such
endorsementactually exists.
Irrelevance is another type of
greenwashing. It means that an
environmental claim may be truthful
but is irrelevant or unhelpful. For
example, 'CFC-free'. It is a frequent
c l a i m d e s p i t e t h e f a c t t h a t
Chlorofluorocarbons (CFCs) are
bannedbylaw.
Greenwashing can also involve the
'lesser of two evils'. It is a claim that may
be true within the product category, but
that risks distracting the consumer from
the greater environmental impacts of
the category as a whole. For example,
organic cigarettes and fuel-efficient
sport-utilityvehicles.
Fibbing has also been quite prevalent in
recent times. It is an environmental
claim that is simply false. Examples of
fibbing are products falsely claiming to
be energystarcertified orregistered.
Greenwashing: Examples
Consider a couple of examples of
greenwashing, where no actual steps
were taken to follow what was
preached. Rhude, a French luxury
fashion brand, choreographed a show
about climate change and the pressing
need to “open our hearts and our
“Greenwashing claims that it champions
the cause of environmentalism and
sustainability, but in reality, it fudges or
misrepresents facts.”

I N D U S T R Y T R E N D S• • • • • • • • • • • •
PM: What are the misleading aspects of most paperless
marketing slogans?
PR: There are several:
• They do not comply with environmental marketing
guidelines. For example, in the U.S., this would be the US
Federal Trade Commission Green Guides which requires
claimsto besubstantiated withsolidfacts andspecific.
• They do not consider the environmental impact of
switchingfrompaperto digital.
• They do not consider the unique sustainable features of
paper, such as coming from renewable resources and
highlyrecyclable.
• They assume paper is a cause of deforestation as opposed
to comingfromsustainablemanagedforests.
PM: What is greenwashing? Could you give us examples of
greenwashing? Why do some businesses go for it? What are
the signs that we should look out for to avoid greenwashing
brands?
PR: Greenwashing is defined in the Oxford Dictionary as, “to
make people believe that your company is doing more to
protect the environment than it really is.” Environmentally-
conscious consumers rely on corporate messages to inform
their purchasing choices. Yet, it is not uncommon for organi-
zations to make misleading environmental claims that
promote switching from paper to electronic services as better
fortheenvironment,i.e.'gopaperless–gogreen'and'savetrees.'
The main driver is to lower cost by switching customers from
paperandprintto onlinebillingandservices.
The main signs are unsubstantiated green claims.
Companies should just focus on factual messaging to
promote online services. Furthermore, studies have shown
that green claims do not sway consumers to go paperless – so
the claims are actually ineffective from a marketing point of
view.
PM: How do you define deforestation? What are the causes
of deforestation? Is paper production, especially tissue paper
production, responsible for deforestation? What does “going
green” really mean?
PR: Deforestation is the conversion of forest to another land
use. It EXCLUDES areas where trees have been removed as
a result of harvesting or logging, and where the forest is
expected to regenerate naturally or with the aid of
silviculture (United Nations FAO, 2001). In other words, it is
the long-term or permanent loss of forest cover. This
includes areas converted to agriculture, pasture, water
reservoirsandurbanareas.
Globally, the #1 cause of deforestation is agriculture. In
North America, the paper industry is not a cause of defores-
tation due to sustainable forest management, government
regulationsandforest certification programs.
PM: What is the best advice you can give the internal
marketing teams of businesses in India regarding
greenwashing?
PR: First of all – respect environmental guidelines for
environmental marketing. If you plan to compare products
or services based on environmental criteria, make sure you
have all the facts and that you have analyzed environmental
impacts over the life cycle of each product or service. Don't
assume digital has no impacts – this is false – in fact, it has
manyimpactsandthey are growingevery day.
Stick to factual and substantiated messaging. There is no
need for “go green”, “save trees”, etc. – they mislead
consumers and show that you have not done your homework
andperhapsdonotunderstandsustainability.
“Two Sides North America Inc. has engaged with
over 195 companies to change or remove negative
environmental claims used to promote electronic
services over paper-based communications.”
“Tackling greenwash is an ongoing challenge
that requires significant resource to research,
monitor and engage many organizations.”
minds” before it is too late. However,
soon after the show, one of the design-
ers admitted to the press that “there was
nothing sustainable about his collec-
tion.”
Last year, the state of Massachusetts
accused Exxon Mobil Corp (XOM. N)
in lawsuit of climate change deceit.
Massachusetts sued Exxon, accusing
the oil giant of misleading investors and
consumers for decades about the role
fossilfuels playinclimate change.
According to the Advertising Standards
Authority (ASA), marketing claims
must be absolutely clear, truthful,
accurate and not misleading.
Companies or marketers must base
environmental claims on the full life
cycle of the advertised product, unless
the marketing communication states
otherwise, and must make clear the
limits of the life cycle. They need to
ensure that claims that are based on
only part of the advertised product's life
cycle do not mislead consumers about
the product's total environmental
impact.

PAPER MART APR-MAY 2020 ISSUE

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