Rushil Decor expands jumbo-laminate exports to 63 countries

Rushil Decor Limited has expanded jumbo-laminate exports to 63 countries from about 52 to 54 countries before the product, supported by certifications including a European exterior-façade test run for 2,400 hours at 80 degrees. Management said the approvals and specialised-product development took about 1.5 years to establish.

How did Rushil Decor reach 63 jumbo-laminate export countries?

Rushil Decor reached 63 countries by securing certifications, market approvals and product specifications over the 1.5 years since its jumbo-laminate journey began. Management said the first board’s start was delayed after committed investor funding did not arrive on time, after which the company worked on approvals, raw-material sourcing and products for specific applications.

The footprint increased from roughly 52 to 54 export countries before jumbo laminates to 63 countries after the product rollout. Management said it aims to add at least seven countries by H2, which is a target rather than a completed expansion. The change reflects both new product qualification and a broader overseas sales effort.

Which certifications support Rushil Decor's jumbo-laminate exports?

Rushil Decor said it passed a European exterior-façade test at 80 degrees temperature for 2,400 hours of constant testing, which management described as necessary for exports to Europe. It also passed an Australian fire-retardant test, giving the company approvals for two specified applications and markets.

Management said a certificate can take six to eight months to obtain, making the approval cycle a significant part of the 1.5-year jumbo-laminate ramp. It also described certain raw materials as challenging to bring into India, while the company developed specified products before expanding sales. Management said all relevant certificates are now in place and the company is open to export globally.

Rushil Decor is extending the jumbo-laminate offer beyond panels and high-pressure laminate, or HPL, boards. Management cited kitchen tops, tabletops, exterior façades and surfaces for exterior barbecue grills. The company said these applications support its positioning as an end-to-end solution maker rather than solely a factory supplier of panels or HPL boards.

Where is Rushil Decor selling jumbo laminates overseas?

Rushil Decor is focusing on Europe, Russia and southeastern markets, while also supplying a few larger stores in America. Management called Europe one of the largest markets for jumbo laminates and said the company has begun building business in Russia and selected European markets.

The southeastern-market strategy combines the jumbo-laminate launch with Rushil Decor's existing regular-laminate presence. Management said it has a good setup for regular laminates in those markets and is expanding the product portfolio there. This links the 63-country reach to markets where established channels may support additional jumbo-laminate products.

Rushil Decor is currently pursuing overseas sales through its own brand and collaborations with channel partners. Management said it works directly with specialised customers rather than depending on a single white-label arrangement. The company may consider contractual production if an opportunity arises and it has surplus capacity, but said its current approach remains brand-led.

Does Rushil Decor have jumbo-laminate orders for Q3 and Q4?

Rushil Decor said it had signed some upcoming jumbo-laminate business for Q3 and Q4 and had a good amount of orders at the time of the call. Management said it did not see a problem with the pace of the business, although it did not disclose order values, volumes or customer names.

An analyst asked whether signed contracts supported a full-year jumbo-laminate revenue range of Rs 80 crore to Rs 100 crore. Management confirmed signed business for Q3 and Q4 and anticipated substantial activity, but did not explicitly restate the Rs 80 crore to Rs 100 crore range as formal guidance. The range therefore came from the analyst's question, not a new management forecast.

Order execution will also depend on capacity decisions. Management said a brownfield jumbo-laminate project, if selected, would generally require about eight months for the main machinery to be ready. It had not decided between greenfield and brownfield expansion and said it would review utilisation in jumbo and regular laminates before making an announcement.

How does jumbo laminate fit Rushil Decor's wider laminate strategy?

Rushil Decor sees jumbo laminates as part of a value-added laminate strategy, and management said it hopes the laminate segment can become equal to or larger than the medium-density fibreboard, or MDF, segment within the next couple of years. No capex allocation between laminates and MDF has been decided, according to management.

The company said laminate margin including jumbo products was 12%, while an analyst estimated non-jumbo laminate margin at about 6% to 6.5%. Management said non-jumbo margin had been around 7% because of higher raw-material prices, and added that a laminate price increase took effect after October 10 in Q3. These comments show the separate commercial backdrop for the jumbo-laminate rollout.

Rushil Decor said 40% of its overall capacity utilisation serves original equipment manufacturer, or OEM, customers, while 60% serves trade and retail. The own-brand jumbo-laminate model is distinct from an OEM-only route because it uses overseas channel partners and specialised customers. Management said contractual production may be evaluated only if surplus capacity becomes available.

Conclusion

Rushil Decor's expansion from about 52 to 54 countries to 63 countries is tied to product approvals, including the 2,400-hour European façade test and Australian fire-retardant testing. Its jumbo-laminate strategy combines specialised uses, overseas channel partnerships and an own-brand model, rather than a current dependence on white-label manufacturing.

The next marker is management's target to add at least seven more countries by H2 and its execution of signed Q3 and Q4 business. Investors can also watch for a capacity decision after utilisation is reviewed: management said a brownfield project would require about eight months for the main machinery if that route is chosen.