Expect the Indian construction chemicals market to grow at around 14-16 per cent per annum for the next five years. Dr Sanjay Bahadur, Global CEO, Construction Chemical Divison, Pidilite Industries Ltd, talks to EPC World about the future opportunities and challanges for the Construction Chemical Sector.
What according to you is Pidilite’s core strength in the construction chemical division?
In the construction chemicals segment, Pidilite offers a wide range of applications such as waterproofing, repair solutions for existing structures and tile fixing solutions. Over the years, the products of the construction chemicals division have been the market leaders in their respective categories due to overwhelming customer trust. The customer trust in our products has always been our core strength.
How do you see the construction chemical market in India growing in the near future?
The growth of construction chemicals and waterproofing segments are strongly linked to construction and infrastructure industry nationwide. The mammoth $1 trillion infrastructure investment during 12th plan period, the government’s ‘Housing for All by 2022’ target and the upcoming 100 Smart Cities project will be the main drivers for the construction chemicals and water proofing industry.
The waterproofing market nationwide is in a growing stage, since the bulk of the construction sites are still stuck with traditional construction techniques but will eventually have to adopt new technologies.
What is the percentage of exports in your total turnover? Which international markets seem to be promising for your products?
The percentage of the exports counts for a considerable amount. We are present in several international markets like Nepal, African Market, Dubai and Bangladesh where we provide state of the art products and customized solutions but at the same time we are bringing the know how’s and evolved products to the Indian market too.
What are the latest innovation & trends in the Construction Chemical Industry both in India and abroad?
Indian construction chemicals market is still at a nascent stage as usage levels are much lower compared to other peer markets due to limited awareness about the products and their benefits as well as price conscious customers. However, the industry has showcased significant growth in the last five years. The presence of multiple construction chemical companies in Indian markets has led to intense competition but also significantly increased market growth.
What kind of R&D efforts does Pidilite undertake for new product & technology development?
State of the art technology with global competition mapping leads the R&D to develop the best in kind products. Also while doing this the marketing practices are studied and well kept in mind.
What is the current size of the Indian Construction Chemical Industry and what is your forecast for the Industry in 2016-17?
Although at a nascent stage, the Indian construction chemicals
market has witnessed growth from
` 1,900 crore in 2009 to approximately ` 3,500 crore in 2015. Going forward, we expect the Indian construction chemicals market to grow at around 14-16 per cent per annum for the next five years.
What would be the primary growth drivers for the construction chemical industry in the coming years?
Construction chemicals provide buildings and structures with many enhancing properties such as higher strength, more longevity, reduced water requirement, and also increased resistance to abrasion and corrosion. Once more number of people realise the benefits that can be obtained from utilising construction chemicals, then the market will witness further expansion.
What are the most selling products from the construction chemical portfolio?
We offer a comprehensive range of waterproofing products that provide surface-wise solutions to satisfy diverse requirements during construction and have over the years managed to establish ourselves as a preferred brand in this category. Our products include Dr.Fixit LW, Leakfree Homes, Dr. Fixit Blueseal, and Dr. Fixit Roofseal. Raincoat Cool. Each of these products are strong, successful and doing well in the market. The demand for each one is higher than the other
Could you briefly provide an outline of the challenges for Indian construction chemical players?
One of the biggest challenges facing the segment is low awareness about the benefits of utilising construction chemicals. Due to low awareness, not many people realise that even though construction chemicals entail a higher initial costs, it becomes economically beneficial over the long term.
The other challenges facing the segment are shortage of skilled manpower and inadequate usage knowledge. The industry also does not have stringent enforcement of quality standards.
What are the waterproofing membrane systems that you offer?
Torchshield (Torch applied membrane) &Samshield are the premium products in the waterproofing membrane segment.
Torchshield range of polymer modified membranes are modified bitumen waterproofing membranes manufactured by saturating and coating a polyester carrier with a waterproofing compound made of a special grade of modified bitumen with polymers. Whereas the modifiers boost the thermal, mechanical and ageing characteristics of the membrane compound, the non woven polyester carrier stablishes the mechanical characteristics as it performs as the reinforcement element that provides the membrane with its significant Tensile Strength, Tear Strength, Puncture Resistance and Elongation properties. The upper and lower surfaces are laminated with polyethylene film. Torchshield membranes are ideal for use in a wide range of waterproofing applications such as foundations, basements, tunnels, roofs, car park decks and other civil works. The chemical resistance of Torchshield AP makes it particularly suitable for tanking applications in areas where aggressive ground water. High strength reinforcement gives excellent resistance to puncture and stress. Torchshield is easily torch on applied and adheres well to the substrate. The modified bitumen membranes’ coating adheres well to contours, and is dimensionally stable to normal structural movements in the building.
Samshield, Self Adhesive Membranes (SAM) areself adhesive polymer modified bituminous waterproofing sheet membranes, laminated onto different kinds of film or fabric. With high performing and available HDPE cross laminated films, unique properties can be achieved. With Polyester or Polypropylene surfacing, SAM’s can replace traditional protective membranes. Due to the self adhesive properties, torching is not necessary which makes the application safe and easy for the applicator. Combining strong films with less thickness of the membrane, the carbon footprint and environmental impact gets reduces by 200 percent compared to traditional systems. Any failure or deficiency of inaccessible below ground waterproofing of a structure, can be very difficult and expensive to correct. For that reason Dr. Fixit offers the choice of self adhesive membranes to meet the demanding needs of specifiers.
Why products like EPDM Membranes and Polyurea are not so popular in the Indian market?
Market practices & conventional ways of usage can be a factor to be explored to understand the reason of low market penetration for EPDM membranes &Polyurea.
Last year, the first Dr. Fixit Experience Centre was launched. Can you elaborate on this initiative?
Dr. Fixit Experience Centre in Chennai, a first of its kind experience centre to spread awareness and facilitate exploration, while adopting modern and latest waterproofing solutions for architects, builders and contractors was launched last year. The Experience Centre is the first of many that will eventually get created in focus towns for the construction chemicals division. The centre is designed not only to showcase the range by surface area and innovations but it will also enhance the user experience by sharing visuals and demonstration for right application practices, end-to-end solutions, and bringing in global knowledge on waterproofing. The centre is being propagated as a place where the construction fraternity can seek expert advice on waterproofing and get trained.
What do you see as the most important factor leading up to the quality application?
Trained applicators, regular skill enhancement is what Pidilite strives for. The advanced technology, like using diagnostic tools such as thermal imaging etc, do help in delivering the optimum quality jobs for the customer.
Do you have an approved and certified applicator/installer program? If yes, then please tell us about how do you select and train an applicator?
Yes, we do run a loyalty & training program for the user community. The training is exhaustive and by the end of it the applicator is well versed with all the new age solutions. Pidilite approved applicators are imparted with the required skill sets to deliver quality jobs.
Follow