E3 Grass, a subsidiary of the E3 Group, proudly stands as India’s first company to manufacture a complete range of artificial grass carpets domestically. Their state-of-the-art manufacturing facility, equipped with advanced imported machinery and techniques, boasts an impressive annual production capacity of 15 million square feet. In 2021, the E3 Group launched E3 Grass, a groundbreaking product line offering an unparalleled range of artificial grass solutions. E3 Grass has quickly established itself as a leader in creating premium lawns, recognized for its expertise, technical innovation, and reliability. The brand’s cutting-edge systems and materials enable clients to explore solutions that set industry standards and trends.
E3 Grass produces high-density, long-lasting artificial grass products designed for minimal environmental impact. Their grass is not only durable and high-quality but also sustainable and eco-friendly, preserving nature while delivering exceptional performance.
In an exclusive conversation with The Interview World, Yash Aggarwal, Director of E3 Grass, discusses the unique attributes of their artificial grass products, particularly in terms of durability and quality. He also shares insights into their market share, revenue growth, and the innovative strides they are making in this sector. Here are the key highlights from his engaging conversation.
Q: Could you provide more details on the artificial grass you manufacture, the key industries you serve, and how your products stand out from others in the market?
A: We are E3 Group, a company with a 30-year legacy in manufacturing a diverse range of products, including interior and exterior cladding, PVC edge band tapes, ACP, HPL, acrylic laminates and panels, artificial grass, decorative laminates, modular kitchens and wardrobes, polycarbonate sheets, telescopic drawer channels, MDF, and plywood. Three years ago, we pioneered the manufacturing of artificial turf in India, becoming the nation’s first in this segment. We also launched our yarn production line.
Currently, our state-of-the-art facility in Greater Noida, India, features one PP line, one PE extrusion line, and two tufters—one from China and another from Cobble, UK. We also have a fully automated coating line. Moreover, this facility boasts a production capacity of 1.8 million square feet per month. Our product range includes over 50 varieties of grass. Starting with landscape grass, we expanded over the past two and a half years to introduce colored grass—an innovation that is unique to India and potentially a global first.
Recently, we also launched sports turf tailored to the Indian market, making us the only manufacturer of sports turf in India. Our goal is to reduce reliance on imports and serve our Indian customers with locally manufactured products. Inspired by the “Make in India” initiative, we focus on domestic production and innovation.
We have also introduced five entry-level products: a 15 mm multi-sport turf suitable for cricket pitches, golf, and hockey; football turfs of 35 mm and 50 mm that require infills; and our infill-free “Power” series, which comes in two varieties—Power and Power-Proof.
Our solutions are fully customizable. We offer all colors and sizes, tailored to meet customer demand. We are optimistic about the Indian market’s potential and remain confident in our ability to meet its needs.
Q: Can you elaborate on the durability and longevity of your artificial grass products, particularly in varying weather conditions and high-traffic areas?
A: At E3, our commitment to quality is paramount, closely followed by exceptional service. Pricing is aligned with this philosophy. Currently, our artificial grass products come with a comprehensive five-year warranty, underscoring their remarkable durability. This warranty covers color fastness, normal wear and tear, and any manufacturing defects, ensuring peace of mind for our customers.
Q: As a leading manufacturer in the artificial grass segment, how would you describe your market presence and growth strategy in India?
A: The artificial grass market is expanding rapidly, with a current growth rate of 11.8% CAGR. These figures are not only promising but also reflect a significant upward trend. In India, the market size is estimated to be around 250 to 300 lakh square feet per month. However, we are currently producing only 18 lakh square feet of artificial grass carpets per month, which positions us at just 6% to 7% of the market share.
Given India’s vast population of approximately 150 crores, the growth potential is enormous. As the largest manufacturer in the country, we are strategically poised to capitalize on this demand. We have robust plans in place to scale our production and better serve the growing needs of the Indian market.
Q: What is your current revenue, and what are your long-term revenue goals for the future?
A: Our turf division, despite being part of a larger group company, currently generates an annual revenue exceeding Rs. 40 crores. We are committed to doubling this figure within the next two years, aiming for growth from Rs. 40 crores to Rs. 80 crores.
To achieve this, we plan to leverage our extensive product line, which ranges from landscaping and sports turf to decorative turfs. Additionally, we intend to expand into new categories, including innovative flooring solutions.
Q: What innovations are you developing to enhance your artificial grass products?
A: Innovation is at the core of our advancements. For example, our color grass represents a significant leap forward. We offer three distinct series: the Solid Color, the Lewis series featuring patterned grass such as vertical and fluted patterns, and the Fusion Grass, which combines dual colors. In total, our color grass lineup boasts over 28 color options. Additionally, our sports turf sets us apart as the sole manufacturer in India. This unique position solidifies our strong market presence and highlights our promising prospects.
