22 - 28 November | 2010 | Projects Info


some analysts.It is imperative to maintain long-term relations with customers and exert influ- ence over channel partners to stay afloat in this market, they point out. Market participants are also


frequently challenged by the absence of quality standards for the manufacture and applica- tion of construction chemicals which lead to price wars. This probably results into constrict- ing profit margins to such an extent that new companies do


not show higher enthusiasm and are often reluctant to enter the market. This, in turn, could result in customer dissatisfac- tion, as they might only receive substandard products and ser- vices. However, participants are looking to pre-empt this situa- tion by focusing on their offer- ings.Indian manufacturers of goods and services are empha- sizing compliance with the industry best practices to suc- cessfully compete against their international counterparts, note


Construction Chemicals Feature|17


analysts. This has improved the infrastructure and the working conditions in the plants, which has enhanced the quality of output and attracted more end users. Indian market is extremely cost-conscious. Customers demand the best quality at a very low price. Construction chemical is a huge industry and industry spokespersons say that no single company can specialise in all types of con- struction chemicals used on the planet. To emerge as a success- ful player in this cluttered mar- ket, every company desires to carve out a niche for itself. Today large companies operating in this industry have specialised in specific chemicals such as water proofing or concrete addi- tives or anti-leak agents. This helps them to master a partic- ular sub-segment and provide quality products and services to their customers. This is the main strategy that can be imple- mented to fight competition in this industry, according to some leading players. Builders doing cheap con-


struction usually go for cheap substitutes. However, as archi- tects and consultants have


“100% FDI in retail has boosted the growth of CC industry”


Ganesh Dave, Director- Construction Chemicals, Rossari Biotech talks about the growth in the construction chemical industry.


What is the current market size of the construction chem- icals industry? What is the structure of Indian construc- tion chemicals industry? Is it mostly into the unorganised sector? Indian construction chemi- cals market is a growing mar- ket with a size of more than 2500 crore. The market is controlled by few MNC’s in the organised sector with a stake of about 40 per cent. About 20 per cent is shared by small or localised companies, and around 40 per cent is contributed by unor- ganised sector.


Please elaborate about the growth of the construction chemicals industry? Do gov- ernment incentives for Indian infrastructure industry work in favour of the construction chemicals industry? The use of construction chemicals still is negligible in India because of the low mar- ket awareness Same is pick- ing up with overall economy growth, increased investments by Govt. in infrastructure and Real Estate and due to par- ticipation of overseas investors and contracting companies. Yes; the government incen- tive for infrastructure indus- try, 100 per cent FDI in retail has boosted the growth of CC industry in terms of volume as the no. of projects are increas- ing. The quality standards however, are yet to be regula- rised.


What are the different con- struction chemicals that you manufacture and mention their applications? We have an entire range of


construction chemicals which can be broadly classified as:


R&D activities budget of the organised sector companies as the margins are low. Also we have low skilled labour. As far as cheap substitutes are con- cerned, We just do not fight, we ignore them in the market and for customers we have to say: “Buy cheap and cry every year or pay for the price once and be happy for years”


Ganesh Dave, Director- Construction Chemicals, Rossari Biotech


plasticisers and concrete additives, engineering grouts and repair mortar, concrete surface treatment, adhesives and sealants, waterproofing solution. Our specialty prod- ucts include fiber reinforced thixotropic


microconcrete for structural repairs, exterior waterproofing coating with aesthetic value, mould release agent for rub- berised moulds used for tex- ture concrete. Recently we have added


Epoxy floor coatings and wall coatings in our product basket and are working on the Poly urethane based products for Clean room and water proof- ing needs.


What are the challenges faced by the industry? What is your company’s answer for cheap substitutes?


The major challenges that


we face are low product and process awareness of end users. It is a challenging task to convince a customer to change their traditional methods and use new technology. The price war created by unorganized sector and localized compa- nies has created a threat to the


Do you face any major issues in pricing of your products? Please elaborate The market is a highly com- petitive market and often the price war leads to cut down in margins. When it comes to bulk supplies it works. At times the same customer expects the same price and same services for small orders too in which case it becomes very difficult.


Any issues on the supply side... Do you think inflation is put- ting pressure on raw materials cost? Raw material costs are con- sistently going up and it is not possible for us to increase the price everytime, Price hikes come without intimations; we have to keep large stocks to service the customers at prom- ised price.


What is your take on the future outlook of the industry? The industry is growing at a


rate of 20-25 per cent and the growth is compounding every year. There is an increase in new demand and awareness is bringing more and more busi- ness from the existing market. There is huge market for the repairs and renovation which has just opened up. The oppor- tunities are plenty, but there is a big need of discipline in the industry.


realised the importance of qual- ity construction chemicals, they generally tend to specify trusted brands of construction chemi- cals. They are the main driving force behind the sales of prod- ucts of organised players. Cheap


Info Profile Cera-Chem: Unraveling growth


Cera-Chem, being one of the leading companies present in the Indian con- struction chemicals space, is prominent in the industry for nearly two decades. The product range comprises of high performance chemicals required for civil engineering constructions and repairs. These include concrete admixtures, water proofing systems, industrial grouts, anti-corrosive coatings, protec- tive and decorative coatings, concrete repair products, industrial floorings, concrete surface treatments, tile adhesives and joint fillers, joint sealants etc. Cera-Chem products are manufactured under stringent quality control using ingredients sourced indigenously as well as imported. The clientele list of Cera-Chem includes prominent names among Indian construction sector including government and private units. Recently the company has launched a series of retail products viz., Cera Wallputty, Cera Fibermix, Cera Water Repellant, Cera Dampproof etc. Website: www.cerachemindia.com, Email: corporate@cerachemindia.com


Chembond Chemicals- The Perfect Solution for Construction


Chembond Chemicals, an ISO 9001 – 2008 certified company manufactures construction chemicals, waterproofing compounds and concrete repair products. Their product range includes admixtures for concrete, curing compounds, demoulding agents, floor hardeners, floor coatings, non-shrink grouts, repair mortars for concrete and mortar, construction joint sealants, tile adhesives and tile grouts. Empowered by the latest in technology their key competence lies in being able to customize their products as per your site / project requirements. The company has a well-equipped R & D laboratory and their network of regional offices and production plants all over the country enables them to offer prompt response, their dedicated team of expertly- trained personnel is equipped to handle all kinds of customer demands. Email: info@chembondindia.com, Website: www.chembondconschem.com


Rossari Biotech: Moving ahead in construction chemicals


Rossari Biotech is an ISO 9000:2000 and 14000:2004 company today recog- nised as a pioneering force in the Indian chemical industry,. The company after achieving success in textile chemicals and enzymes has now successfully launched construction chemical division with complete range of products like super plasticisers, grouts, repair mortars, surface treatment compounds, waterproofing compounds, epoxy coatings and floorings etc. It has a state of the art manufacturing facility is in Silvassa- with manufacturing capacity of 4600 million tonne per month.. Rossari Biotech’s core philosophy of ‘making you more competitive’ backed by strong R&D is the principle that has always defined and guided its emergence as a world enterprise, dedicated to the betterment of everyone around. Email id: info@rossarimail.com, Website: www.rossari.com


STP: Creating value


STP, formerly Shalimar Tar Products, belongs to the Turner Morrison Group. STP is engaged in the production of a wide range of chemicals, bitumen & coal tar based products which find application in the construction space. The product portfolio includes waterproofing chemicals, sealants & adhesives, specialty coating, anti corrosive products, bituminous based products, epoxy flooring, road surfactants including road marking paints and coal tar based products. STP has pan-India presence and is backed by rich experience of highly qualified and experienced technocrats. Having a proven track record in waterproofing, corrosion protection and epoxy flooring, STP caters to a large number of prestigious clients, some of which include Indian railways, MES, ONGC, IOC, Reliance, L&T, Hyundai, PSL and many central and state government departments. For further info: www.stpltd.com, Email: co@stpltd.com


substitutes are not much of con- cern to big players The constrcution chemicals


industry is definitely here to stay and probably its growth would be closely linked to the con- strcution industry.


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