Greenlam Decolan is a pioneering company in the import and distribution of decorative surfaces made in India, until it became synonymous with an alternative product to European productions. A great job has been done to gain the trust of the industries in the sector, creating a brand, a reputation and a very important market. In 2019, the company officially joined the Greenlam Industries Multinational Group, as a subsidiary at the head of the European market in 2019 becoming Greenlam Decolan SA.
Interview with Dr. Giovanni Iurza, CEO of Greenlam Decolan.
What are the most common cost-related challenges your customers face, and how do your products/solutions help them cut expenses?
Giovanni Iurza: In the decorative surfaces sector, our clients struggle with high maintenance costs, material replacements, and increasingly stringent environmental regulations. Greenlam laminates provide a durable and sustainable solution that drastically lowers these expenses. Our FSC® and PEFC-certified materials ensure responsible resource usage, while our optimized production process allows us to offer high-performance products at competitive prices. Thanks to their resistance to scratches, moisture, and wear, our laminates require less maintenance and replacement, resulting in significant long-term savings.
Can you share a specific example of how your products/solutions have improved efficiency for a client?
G.I: Greenlam operates across multiple sectors, from healthcare to retail, education to hospitality, providing high-performance decorative surfaces tailored to each industry’s specific needs. For example, in healthcare settings, our antibacterial and easy-to-clean materials have significantly reduced sanitization times and maintenance costs. In the hospitality sector, our fingerprint-resistant and water-repellent surfaces have improved operational efficiency in room management, reducing the need for harsh cleaning agents. In educational environments, impact- and wear-resistant materials ensure greater longevity, minimizing replacement interventions. These are just a few examples of how Greenlam supports businesses with innovative solutions that combine aesthetics, functionality, and operational efficiency, optimizing management and maintenance costs over time.
How does your technology minimize waste and optimize resource usage?
G.I: Greenlam is committed to minimizing environmental impact at every stage of production. We use an advanced pressurized hot water system that reduces water extraction from local aquifers, saving up to 8 million liters of water and 80,000 kWh of energy per year. Additionally, part of the energy used in our plants comes from renewable sources, offsetting over 1.16 million tons of CO2 emissions. Our photovoltaic system generates 0.3 million watts annually, contributing to a more sustainable production cycle.
What key features of your products/solutions contribute the most to cost savings for businesses?
G.I: Companies that choose Greenlam laminates benefit from several economic advantages, including:
- High durability and resistance, reducing the need for frequent replacements.
- Antibacterial and antiviral surfaces, lowering cleaning and sanitization costs, particularly in healthcare and educational settings.
- Easy installation, reducing labor costs.
- Minimal maintenance requirements, thanks to fingerprint-resistant and water-repellent properties.
Are there any hidden or overlooked costs that your products/solutions help eliminate?
G.I: Companies often overlook indirect costs related to continuous maintenance and the use of harsh cleaning chemicals. Our laminates reduce the need for expensive cleaning agents and improve indoor air quality by eliminating harmful emissions. Additionally, the sustainable materials in our products prevent future costs associated with regulatory compliance and material recycling.
How do you ensure that your products/solutions provide long-term value?
G.I: Greenlam continuously invests in research and development to enhance material performance. We’ve adopted plant-based resins derived from cashew shells, reducing synthetic substances and ensuring a non-toxic, solvent-free product. Furthermore, our laminates are certified by internationally recognized organizations such as GREENGUARD®, NSF®, and EN 16516, confirming their suitability for long-term applications in critical sectors like healthcare and pharmaceuticals.
Do you offer tools or data analytics that help customers track efficiency improvements and cost reductions?
G.I: We collaborate with our clients by offering support and consultancy in selecting the most suitable materials to optimize operational efficiency and reduce management costs. Thanks to our laminates’ advanced features—such as durability, resistance, and easy maintenance—businesses can see tangible savings over time. Additionally, we continuously monitor the impact of our solutions in terms of sustainability and waste reduction, ensuring our products remain aligned with market needs and the most stringent environmental standards.
What role does automation play in helping businesses reduce expenses when using your products/solutions?
G.I: Our production process integrates cutting-edge technologies like Electron Beam Curing (EBC), ensuring ultra-matte surfaces that are fingerprint-resistant and antibacterial. Thanks to this automation, customers benefit from high-performance surfaces that do not require additional treatments or protective coatings post-production, further reducing operational costs.
How do your products/solutions compare with competitors in terms of cost-effectiveness and return on investment (ROI)?
G.I: Our products stand out for their significantly longer lifespan compared to many market alternatives. While some materials require replacement after just a few years, our laminates maintain their aesthetics and functionality for decades, ensuring a superior ROI. Additionally, our solutions are among the few to offer a combination of environmental, antibacterial, and antiviral certifications, positioning us as market leaders in the B2B sector.
What advice would you give to businesses looking to maximize efficiency while keeping operational costs low?
G.I: My advice is to look beyond the initial purchase price and evaluate the material’s lifecycle.
Investing in durable and sustainable solutions drastically reduces expenses over the long term, avoiding frequent replacements and unexpected maintenance costs. Additionally, choosing certified materials minimizes the risk of regulatory obsolescence, providing a competitive advantage in an increasingly sustainability-conscious market. Finally, with the opening of our new logistics hub in Milan, we can guarantee fast deliveries across Europe, helping companies optimize supply chain time and costs.