Greenply Industries Ltd is India's largest interior infrastructure company. A study was conducted on consumers' shifting trends from non-branded to branded plywood. Greenply has a turnover of Rs. 1420 crore and accounts for 25% of the organized plywood market in India. The plywood industry is growing at 25-30% annually. Greenply offers various wood products including plywood, laminates, and medium density fiberboard. Market research found that Bihar generates the highest sales for Greenply due to its distribution channels and dealers network. High-quality commercial customers are less price sensitive and seek durable products recommended by architects.