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Eco tissues for the kitchen & washrooms

It is no surprise that chefs of multi-cuisine restaurants or star hotels prefer kitchen towels rolls with high GSM and one ply specification. But these are available in open stands. As per HACCP, FDA and ISO 22000 norms, every kitchen roll should be used from fully covered dispensers. Most of the covered dispensers are available with two-ply low GSM paper sheets giving little choice to the chefs. “They have to either use high GSM kitchen rolls as preferred but in open stands or compromise with less preferred low GSM two-ply kitchen rolls. Moreover, kitchen towels on open stands can absorb dust from the atmosphere and turn unclean before use,” laments Gajendra Rajpoot.

“Nonetheless, keeping in mind the chef’s comfort, needs for kitchen tissues and hygiene factor, we have introduced higher density perforated single ply kitchen towel rolls with fully covered centre pull dispensers for the first time in India,” added Rajpoot, who has participated in the survey on “Away-From-Home Tissue and Hygiene in India” done by global consumer market research organization “Euromonitor”. EcoGreen is the first company to introduce MSDS of tissue products.

Specialised in providing hygiene solutions to the institutional, corporate and hospitality sectors, EcoGreen Hygiene has fully integrated modern manufacturing units in Delhi, Haryana and Uttar Pradesh and collaboration with Carind, Italy, a leading tissue paper manufacturing and converting company in Europe. The Carind plant covering a surface of 10,000sqm, within an area of 80,000sqm, produces tissue paper for hygiene, sanitary, domestic and industrial applications.

EcoGreen is catering to the needs of various sectors, including institutions, airports (like IGI Airport Delhi), malls, supermarts, BPO, IT, hospitals, corporate, railways and various other public places.

The eco-friendly hygiene solution includes paper towels, toilet tissue, baby care products, hand dryer, air fresheners, sanitizers, kitchen towels and hand cleansers, bringing up a new perspective on personal hygiene theories.

“The biodegradable paper towels made using the latest technology have high absorbance and thickness to suit the needs. While the toilet roll, JRT roll and HBT take just 10-20 seconds to disintegrate, the most important property of any toilet tissue.

“The napkins and kitchen towels used in the food area have manufactured and packed in compliance with FDA norms, making them 100% safe on skin and food. The food processing industry using ISO 22000 certified products stands a better chance of getting HACCP and ISO 22000 certifications for its units.

“EcoGreen products meet highest international standards and reduce impact on the environment. The range of tissue products is manufactured with high quality pulp, which does not use chlorine compound during the bleaching process and prevents the formation of dioxins and dioxin- like compounds. Most of our towel and tissue products are made from 100% biodegradable fibres, which meets the global guidelines and includes post- consumer recycled content,” he added.

These can be the vital part of HACCP plan, by accepting the technique required for preventing micro biological, chemical and physical contamination along the food supply.

“We understand the importance of HACCP and FDA system, which has encouraged us to develop and implement their user friendly quality systems, which in return help gain consumer confidence.”

In order to reach out to all corners, EcoGreen has implemented a consumer-driven supply chain network, with a strong and dedicated sales and service support team. It operates through a network of distributors across all major cities. “The market is huge and we have a long way to go!”

Indian tissue market

Key points:

  1. The tissue market in 2008 was 31,700 tonnes, Rs308 crores and has been growing at 11% since 2003 consistently year on year – CAGR growth
  2. Retail and Institutional markets are 50:50 on value terms but the retail tonnage is just 1/4th of institutional (As the value is at Market Selling Price – MSP)
  3. Highest growth in AFH is seen in Napkins at 19.6%, whilst in Retail it is for Kitchen towel and Facial tissues
  4. At least 75% of the facial tissue in AFH is sold to HORECA and balance in work places – business / industries
  5. 30% sale of tissues in retail is through modern stores and balance through small general traders and medical / cosmetic outlets


Over the review period, the majority of AFH customers started purchasing their required stock of tissue and hygiene products directly from manufacturers. This trend was observed to be more prominent in 2010, as manufacturers offered distribution services in order to provide value-added services to specific channels such as hospitals/healthcare, horeca and business/industry. Leading manufacturers not only provided the tissue or hygiene product, but the accompanying holders/dispensers and installation services.

Competitive Landscape

Well-known manufacturers such as Kimberly-Clark Lever Ltd, Ballarpur Industries Ltd and Pudumjee Hygiene Products Ltd continued to be the leading AFH tissue and hygiene players in 2010. While Kimberly-Clark Lever Ltd and Ballarpur Industries Ltd have established their brand recognition over a significant span of time, Pudumjee Hygiene Products Ltd is attempting to develop customer appeal with specialised product offerings. Brands such as Kleenex and Scott from Kimberly-Clark Ltd and Premier from Ballarpur Industries Ltd commanded well-developed brand identities in AFH channels in 2010. As for AFH hygiene products, the Friends brand from Nobel Hygiene Pvt Ltd was a popular incontinence brand among customers in 2010.


Within the AFH tissue and hygiene category, the contribution of the horeca channel to overall value sales will gradually decline over the forecast period. This will be driven by the fast rise in consumption in the business/industry and hospitals/healthcare channels. Unlike the horeca channel, these channels were still not dominated by the private sector in India. An increasing number of customers across the channels will also lead to increased competition and a greater number of branded players over the forecast period.

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