Background  

Anutone® Acoustics Limited (Anutone®) is a closely held public limited company incorporated at Bangalore, India in 2001 under Chapter IX of the Indian Companies Act, 1956 by converting a registered partnership firm, SSS Wood Industries, that was in the business of manufacturing woodwool boards since 1982. The founder is Virendra Nath Mittal (27 December 1927 – 28 August 1988) who pioneered the manufacture of woodwool boards in India at Anudyog, Kolkata since 1966.

Business of the Company 

0.0 Upto 1988 – Traditionally, Anutone pioneered acoustical panels, based on wood-magnesia cement composites (WCC), that were used for sound control in cinemas and auditoria in the semi-urban regions of East & South India.

1.0 1988-1998 – Anutone rapidly evolved to gain acceptance in metro cities and became the default specifications for both traditional cinema houses and new-age multiplexes across India. In keeping with the trends the company innovated a very wide variety of walls and ceiling systems based on wood-magnesia cement, like Strand Sculpt, Soak Cord, Smart Burl that were used for sound absorption and noise isolation apart from thermal insulation and fire protection to make the built environment a comfortable experience.

2.0 1998-2008 – Over the years, advancement in audio visual equipment, other entertainment technologies necessitated deeper understanding of the science of architectural acoustics and development of various types of acoustical products, systems and services that enhanced the quality of sound in any built space, not just cinema or auditorium, including offices, hotels, hospitals, educational institutions etc. Right from acoustics advisory by acoustical modelling via computer simulation to site validation by objective testing with acoustical instrumentation, Anutone became the only Indian corporate to straddle the entire acoustics value-chain.

3.0 – 2008-2018 A decade ago, Anutone® developed an international class of non-magnesia, high-quality wall and ceiling systems, that met the style needs of the contemporary environment and were unique in the market enjoying great response and brand recall from consumers. This continuous innovative streak has strongly differentiated Anutone from others. Products included the highly successful Subtex glassfibre and Slats wooden series, Serge metal and Pixel gypsum series apart from Stretch fabrics and Synth polyfibre infills.

4.0 – 2018-2028 Now the private and government sectors are building a new India, a modern India, with airports, assemblies, conventional halls, defence facilities, healthcare complexes, judicial courts, police academies, public administration offices, sports training, indoor stadiums, railway stations etc. Anutone addresses the current needs of the user community of providing complete value-chain solutions from design to installation. This has transformed Anutone® into a one-stop, single source, turnkey corporate for everything in interior surface finish solutions, in terms of acoustical walls and ceilings, making it one of its kind in India.

Board of Directors

The Board of Directors boasts of eminent personalities (updated 2018).

Mr. Sandeep Mittal, Technical Director, 56, a graduate from Kolkata University, has single-handedly revived the wood wool board industry in India. With great interest and passion to become a leader in the line of activity, Sandeep Mittal, then in 1990s invented many innovative, magnesia-based, acoustical systems that were well received by the market. His current interests include international trends in factory-finished, lab-certified acoustical walls and ceilings for modern interiors that will transform the new buildings of contemporary India.

He founded Soundesigns in 1999 (closed 2014), an acoustical consulting firm. His involvement in the research and development of new and improved systems and services in architectural acoustics and noise management brought him noticeable recognition among the experts in the field. He also founded Sandy Media in 1999 (closed 2014) that published Theatre World and SoundSolutions, two international publications for the industry. He has been a member of many professional associations and forum in the industry.

Mrs. Bindu Mittal, Operations Director, 47, is an engineering graduate from Nagpur University. She has been instrumental in the continuous development of Anutone’s unique management information systems, now based on SAP ERP, and looks after the day-to-day operations since 1998.

Mr. Reji Mathews, Finance Director, 51 is a commerce and costing graduate and looks after the finance and accounting functions since 1997.

The Management 

Though a closely held public limited company, the management is very professional. The top-tier management is well supported by qualified, experienced, and trained personnel in the Finance, HRD, R&D, Operations, Marketing and other vital functions of the company.

Future Outlook

The company offers the complete value-chain of design, supply, build (DSB) services for certified building solutions distinguishing itself from a product player or just a consulting or contracting firm thereby enjoying enhanced market acceptability and preference.

Moreover the company offers engineered acoustic solutions in total interior systems with every kind of surface finish and core content, for every kind of architectural space. This too imparts it with a unique identity and is an important differentiator in the marketplace.

Anutone® is on a definite growth path. All fundamentals, internal and external, are strong and favour the company to achieve rapid growth. Anutone® is consolidating its position since incorporation in 2001 to leap ahead.

Market Analysis and Prospects 

The Indian economy is the fastest growing in the world and offers tremendous scope in the field of building solutions for walls/ceilings, acoustics/noise, drywalls/partitions. Even during the phases of global economic downturn, while developed countries show negative growth, India continued to expand, albeit at a slower pace.

Drywalls – Since the introduction of Tufbloc magnesia board, Anutone has been catapulted onto the drywall stage. India is at that exciting phase of building construction when it is rapidly transiting from brick/block masonry walls to drywall systems. Almost all commercial construction and gradually residential construction is going to switch over to drywalls which is a huge business opportunity in its own right. Being paperless and higher density, Tufbloc scores over all other drywall systems!

Acoustical Walls/Ceilings – Since 2001 (coinciding with the year of incorporation of Anutone!), India has been recognized as a valuable investment destination by various international companies. These companies demand world-class infrastructure requirements in which value-added interiors plays a major role. Currently there has been a tremendous growth in quality of infrastructure, particular in the commercial segment that houses retail, software parks, BPOs, call centres, and other IT enabled services. Anutone’s client list boasts of Fortune 500 bluechips that have set shop in India. Click on the ‘References’ tab to know more.

India is one of the largest entertainment markets in the world. Passion for cinema in India has been a cultural highlight. Bollywood and its regional cousins show tremendous potential for growth. During the last two decades years, there has been an unprecedented demand for entertainment centres and shopping malls including multiplexes that saturated the metros and now are rapidly penetrating the hinterland. Anutone® has been the major supplier to cinema exhibition in India and the company is well positioned to retain its position in this segment.

These changes are spreading to other infrastructure facilities both in the private and government sectors like hotels, hospitals, education, airports, assemblies, conventions, defence, police, judicial, museums, public admin, sports, stations etc and for a country as vast as India, the market size is huge. It leaves no room to guess that there is a very good chance for the market growing to higher levels in the next decade.

All of the above has further been fuelled by the government allowing FDI in real estate.

Marketing Infrastructure

The marketing team of Anutone® is professional and well-structured that can efficiently generate business and results to the company. The co-ordination cell is based at the Corporate Office at Bengaluru. This controls the marketing management of the in-house team and dealers that is located in every major state capital of India. All team members are qualified and experienced with a similar industry background. The team is an ideal blend of youth, experience and technical capability.

Though necessary infrastructure in terms of manpower, training, promotion have already been made in these areas, as a matter of continuous process, Anutone® expends a lot in its marketing activities. The company often conducts ‘Soundz’ knowledge seminars, attends seminars conducted by others to update itself, and promotes its systems and services through weekly online newsletters, both in India and overseas.

Other Special Features

  • An ISO 9001:2008, ISO 14001:2004 and OSHAS 18001 certified company.
  • A quality value-chain provider of unique systems in the organized sector.
  • A noble heritage of 50+ years that proves resilience & staying power.
  • Enjoys excellent goodwill among consumers and facilitators.
  • Enjoys excellent rating with its bankers – Kotak Mahindra Bank.
  • More than 50% of the employees serving the company for 10+ years.

Conclusion 

Anutone® is at the right place, at the right time, doing the right thing. Invest in Anutone®. Join the leader and reap the benefits! For investment opportunities contact Mr. Reji Mathews reji@anutone.com

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