Genefied Collaborates with Century Plywood and Lancer
Genefied, a leading IT services and consulting company specializing in innovative tech-enabled solutions, has announced three significant collaborations with prominent Indian brands—Century Plyboards and Lancer. These partnerships mark another milestone in Genefied's journey of empowering brands through QR-based solutions that drive supply chain traceability, boost channel partner loyalty, and ensure authenticity in an increasingly digital world.
Meanwhile, Century Plyboards, a leading Indian manufacturer and seller of plywood, laminates, doors, PVCs, and veneers, with a 29% market share in the organized plywood market, has onboarded Genefied to launch an exclusive loyalty program for its distributors, retailers, carpenters, and contractors. Through Genefied’s flagship loyalty engine, Rewardify, Century Plyboards is set to deepen engagement with its channel partners, offering structured rewards and data-driven insights. This digital-first approach is expected to drive partner motivation and loyalty while optimizing trade relationships at scale. Sharing his thoughts, Sawan Kumar Subudhi, DGM, Digital Transformation - Century Plyboards India Limited, stated, “At Century Ply, innovation and operational efficiency are at the heart of our growth strategy. Partnering with Genefied as our technology partner for their Supply Beam and Rewardify solutions marks a significant step towards enhancing our supply chain visibility and strengthening our channel loyalty programs. We are confident that Genefied’s deep domain expertise and agile tech solutions will empower us to streamline operations, drive data-led decisions, and build more rewarding relationships with our channel partners.”
Footwear leader Lancer has also joined hands with Genefied to elevate its channel partner experience and implement a robust traceability system across its supply chain. Leveraging Genefied’s SupplyBeam and DWAM (Digital Warranty and Authentication Management), Lancer is taking strategic steps toward ensuring product authenticity and enhancing post-purchase consumer engagement. Commenting on the association, Mr. Sumit Garg, CFO - Lancer Footwear, said, “We look forward to building a future-ready brand with Genefied’s cutting-edge solutions. Authenticity and channel empowerment are key focus areas for us, and this partnership strengthens both.”
Speaking about these collaborations, Ayush Jhawar, Founder of Genefied, said, “Our goal has always been to bridge the gap between traditional business models and modern digital solutions. By partnering with brands like Century Ply and Lancer, we are not just offering technology—we are helping them build deeper consumer connections, secure their products from counterfeit risks, and empower their entire distribution ecosystem.”
Founded in 2018 by Ayush Jhawar, Genefied has carved a niche in anti-counterfeiting, loyalty management, and digital warranty systems. Its proprietary solutions—including Rewardify, Scan&Win, DWAM, and SupplyBeam—are already transforming how brands interact with their customers and streamline internal operations. Recognized for its impact and innovation, Genefied was awarded the title of “Best Upcoming Anti-Counterfeiting Technology” solution and continues to evolve its platform offerings to meet the growing needs of businesses across sectors.
With these strategic alliances, Genefied reinforces its commitment to integrating smart technology into everyday brand experiences, ensuring not just visibility and trust, but measurable returns on digital investments.
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