Pioneering a new chapter in design, Merino, a global leader in decorative laminates and surfacing solutions, continues to inspire with its inventive craftsmanship and customer-focused approach. Rooted in heritage and driven by a spirit of ingenuity, Merino’s journey from a modest plywood unit in Assam to a global presence in over 80 countries is a testament to its unwavering commitment to quality and transformative design.
Manoj Lohia, Director of Merino, discusses the vision behind their transformative ‘Be Different’ campaign and Sampada Collection, highlighting the company’s drive to empower creativity, embrace bold aesthetics, and shape spaces that are as unique as their inhabitants.
1. What inspired the launch of the ‘Be Different’ brand campaign, and how does it align with Merino Industries’ vision?
The ‘Be Different’ campaign reflects Merino’s reputation as a pioneer in design innovation and industry-leading products. We’ve consistently set trends and introduced many ‘Industry Firsts.’ This campaign celebrates that spirit of distinction and encourages individuality and creativity in interior design. The idea is to inspire homeowners to move beyond the conventional and craft spaces that reflect their unique stories and styles. A prime example is ‘Sampada’—India’s first laminate collection that honors the country’s rich art and cultural traditions. Through celebrating unique tastes and expressions, Merino aims to redefine interior aesthetics, creating spaces that are both functional as well as reflective of personal identity.
2. Can you elaborate on the design philosophy behind the Sampada Collection and its connection to Indian heritage?
The Sampada Collection merges India’s cultural heritage with modern design. It draws inspiration from traditional art forms and elements found in regal architecture, such as Maharaja palaces, Chikankari embroidery, and Ikkat weaving. These timeless patterns have been reimagined to suit contemporary homes, creating a balance between nostalgia and modernity. Each design in the collection tells a story, bridging the gap between past and present while celebrating India’s artistic evolution.
3. How does the ‘Be Different’ campaign aim to empower individuals, particularly women, in their interior design choices?
The ‘Be Different’ campaign is a lot more than another design initiative – it’s about encouraging individuals, especially women, to take charge of their spaces and express their unique personalities. By showcasing bold design choices through the Sampada Collection, the campaign challenges traditional norms and inspires women to explore creative possibilities beyond standard options. Whether it’s through vibrant textures, heritage-inspired patterns, or contemporary finishes, the message is clear: design your space to reflect who you are with confidence and creativity.
4. What role do the innovative tools, such as swivel-based shade cards and QR codes, play in enhancing customer experience?
Merino’s focus on customer-centric innovation is evident in tools like swivel-based shade cards and QR codes, which uplift the decision-making process. Swivel-based shade cards help individuals, designers, and homeowners create a combination of various shades and patterns for better visualization. Meanwhile, QR codes bridge the physical and digital by providing instant access to full-sheet previews and product specifications. This hybrid approach not only simplifies choices but also empowers customers with information, enabling them to make confident, informed decisions tailored to their unique preferences.
5. How does the Sampada Collection blend traditional Indian art forms like Regal, Chikankari, and Ikkat with modern design aesthetics?
The Sampada Collection celebrates India’s artistic heritage by merging traditional craftsmanship with contemporary design elements. The Regal range draws inspiration from royal palaces, featuring designs like Gajamudra, inspired by majestic elephants, and Vasantha, reminiscent of lush palace gardens with luxurious matte finishes.
The Chikan Kari range transforms intricate embroidery into patterns such as Alankrit, reflecting ornamental jewels, and Karnika, inspired by elegant earrings, both with soft linen-like textures. The Ikkat range reimagines bold, vibrant patterns with designs like Jhoomar, showcasing woven charm, and Tarang Pushp, which blends floral and wave motifs. Designs such as Jharokha, echoing haveli arches, and Sanskriti, a tribute to timeless cultural motifs, highlight Regal architecture. This blend of craftsmanship and modern interpretation makes the collection a harmonious blend of tradition and contemporary style, appealing to those who appreciate heritage and sophistication.
6. How is Merino adapting to the growing demand for heritage-inspired designs like those in the Sampada Collection?
Merino is tapping into India’s deep artisanal heritage to meet the rising demand for heritage-inspired designs. Collections like Sampada are a testament to this approach, combining cultural storytelling with a fresh design philosophy. These designs not only celebrate India’s artistic traditions but also cater to a more conscious and discerning customer base that values emotional connections with their interiors.
7. What feedback do you anticipate from architects and homeowners regarding the Sampada Collection and its thoughtful design elements?
We expect architects to appreciate the collection’s versatility, allowing it to seamlessly complement both traditional and modern spaces. Homeowners are likely to connect emotionally with its cultural essence and value its ability to make personalized, bold design statements. Overall, the thoughtful integration of heritage and modern aesthetics positions the collection to receive positive feedback for both its cultural relevance and visual appeal.
8. How is the industry leveraging omni-channel to enhance customer engagement and streamline product selection processes?
The omnichannel approach provides flexibility, allowing customers to seamlessly transition between virtual platforms and physical showrooms, creating a streamlined and engaging product selection process tailored to modern consumer expectations.
The laminate industry is embracing omnichannel approaches to deliver a seamless customer experience. Digital and social media platforms are used to showcase design ideas and products, while design centers offer physical spaces for hands-on exploration and expert guidance.
Digital innovations like augmented reality help customers visualize designs in their own spaces, while QR codes provide instant access to product details. Interactive online catalogs further enhance the experience, allowing customers to transition smoothly between virtual and in-person touchpoints. This approach caters to modern consumer needs, making the selection process more engaging and efficient.
9. What challenges and opportunities do Indian laminate manufacturers face in blending traditional craftsmanship with modern, innovative design solutions?
One of the key challenges is preserving the authenticity of traditional art forms while adapting them for scalable modern production. Balancing affordability with high-quality craftsmanship also adds complexity. However, these challenges open doors to significant opportunities. By merging traditional artistry with contemporary design, manufacturers can create products that stand out in both domestic and international markets. This approach meets the rising demand for culturally inspired yet innovative design solutions.
10. How does Merino ensure that its designs resonate emotionally while maintaining functional excellence?
Our design philosophy centers on creating products that tell stories and evoke emotional connections while remaining highly functional. By incorporating cultural narratives into our designs, like those in the Sampada Collection, we create solutions that go beyond aesthetics. Every pattern is crafted to inspire and enhance the functionality of living spaces, blending beauty and purpose seamlessly.
