Market Overview

India’s long-term growth is based on a young and rapidly expanding population that is boosting economic activity and creating a large, urban middle class. This is generating interest in modern home furnishings and interiors, trends that are driving steady growth in the demand for wood.

A diminishing supply of global hardwoods and increasing demand for wood from certified, sustainable sources presents a unique opportunity to position BC and Canada as a reliable supplier of fibre from sustainably managed sources.

Photo: Hemlock product trails, Bramola | Credit: FII India

Key Stats

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product trials with local manufacturers were completed in 2023/24

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stockists across India are now carrying BC softwood products

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Indian manufacturers across 67 cities have conducted product trials using BC wood species since 2014

Why India?

  • Positive demographics, long-term economic growth and an expanding middle class.
  • Significant increases in demand for wood products. 
  • Limited domestic wood supply and declining availability of wood from traditional sources (mainly hardwood). 
  • The potential to capitalize on the benefits and suitability of softwoods from Canada. 

Market Priorities

  • Increase awareness of Canadian softwood species through targeted outreach, promotion and education. 
  • Expand commercial adoption of Canadian softwood species among producers of furniture, doors, windows, door and window frames and interior/exterior finishing, with a focus on coastal species. 
  • Grow the number of wood importers (or stockists) inventorying Canadian wood for sale in key regional markets. 
  • Advance understanding of market opportunities and barriers through the use of targeted research.
  • Leverage the extensive array of FII-supported demonstration projects to help the Indian construction and design communities adopt wood use in structural and related non-structural applications. 
  • Support BC companies in their efforts to learn about, enter and expand their market presence.

 

 

Strategic Approach

Market development efforts in India are a partnership between Forestry Innovation Investment and the Canada Wood Group. Since 2014, FII’s subsidiary in India, FII India, has pursued a comprehensive program involving a mix of business development, research and marketing activities. In addition, program activities have encouraged commercial uptake of Canadian wood products through an extensive program of product trials with manufacturers and by securing and then leveraging high-profile demonstration projects with strategic partners.

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Wood in manufacturing

In the initial phase of the India market development program, FII conducted extensive research to identify the markets of greatest opportunity for B.C. wood products and the marketing techniques that would be most effective in the country. This research identified the wood in manufacturing sector (WIM) as having the greatest potential. Leveraging the Canada Wood brand already established through marketing efforts in other parts of Asia was seen as the fastest way to build local awareness.

WIM is a large sector that encompasses the making of furniture, doors and door frames, windows and interior finishing products. It includes a large domestic market and a strong export sector. Combined, the sector is growing more than 10 percent per year.

Market development efforts combine product trials, commercial demonstration projects, and ongoing promotion, outreach and education.

Photo: FII India

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Commercial demonstration projects

If a picture is worth 1,000 words, consider the value of a real-life demonstration over a marketing brochure or web page. This is the thinking behind the more than 180 demonstration projects that have been completed in India using B.C. species since 2014. Each of these projects works towards the end goal of greater adoption of B.C. wood use into structural and related non-structural applications by the design and construction communities.

Spanning residential, commercial, education, hospitality and tourism sectors, the projects use B.C. wood species in a variety of structural, finishing and furniture applications. Many of these projects are led by commercial partners, with FII India providing technical support and assistance in sourcing and using B.C. wood products.

FII India leverages each commercial demonstration project through follow-up promotion and incorporation into educational programs and seminars.

Photo: Canadian Wood MAK Villa, Hyderabad | Credit: FII India

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Centre of Excellence featuring Canadian wood

In a unique partnership, FII India has collaborated with a leading training institute to open a Centre of Excellence for training in wood manufacturing. The agreement includes a physical training centre at Caple’s facilities in Mumbai, with FII hosting events and workshops developed in partnership with the Furniture Fittings Skill Council (FFSC)—an industry-led, non-profit organization operating under India’s Ministry of Skill Development & Entrepreneurship (MSDE).

The new facility covers 13,000 square feet and features hemlock, S-P-F, Douglas-fir, and western red cedar, all from B.C.

Through the centre, FII India aims to educate, upskill and empower carpenters, machine operators, and production managers in handling, manufacturing and machining wood through a regular series of training programs developed by FFSC. Sustainable wood and production practices will be highlighted. The facility will also provide a platform to showcase and promote B.C. wood products, elevating the market reach of the Canadian Wood brand.

Photos: FII India

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Showcasing what’s possible with wood

From furniture factories to showcase homes and structures, the use of Canadian wood in India has come a long way in a short time. Promoted as a green and sustainably produced product, Canadian wood has proven its value in furniture products, interior finishings and structural applications.

Through manufacturing trials and demonstration projects, FII India has worked closely with local woodworking companies, architects and designers to display B.C. species in an extensive array of applications. The objective is to raise the profile of B.C. wood products across India and showcase what is possible using B.C. species.

The diversity, elegance and functionality of Canadian wood in these projects is showcased in FII India’s new e-book India Projects in Canadian Wood. The e-book includes more than 90 commercial examples of projects in India that showcase the range of B.C. wood species.

The e-Book is used extensively within FII India’s promotional and educational efforts, serving as a tool for the Business Development team to show prospective clients what is possible using B.C. species.

To view the book, visit canadianwood.in/e-book/ (external)

Photo: Pages from FII India’s new e-book, “India Projects in Canadian Wood”

FII’s Year in Review

For an overview of our past recipient projects completed, please download our Year in Review.

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