The aerosol market started its development in the 1920s when Erik Rotheim came up with the aerosol spray can which was widely used in the Second World War to protect soldiers from malaria through insecticide sprays. This wartime application paved the way for post-war innovation as aerosols transformed personal care, household, and industrial products. Currently, the market is expected to reach $130 billion by 2030 due to the increasing use of technology. In particular, the aerosol automotive paints market is benefiting from the growing popularity of easy-to-use and easy-to carry paint products for do-it-yourself (DIY) enthusiasts and auto body shops that require quality finishes. Also, advancements in nozzle technology and color varieties are contributing to the growth.
Ong Yoke En (Ian), Founder, Inventor, Executive Director, and CEO of Samurai 2K Aerosol, is a leader in this market who has introduced change through innovation. His focus then and now remains on introducing products that serve the market needs, and these products have been strategically patented in over 36 countries, including India. This is feasible as he has a strong in-house research and development team that complements his strategies and facilitates effective implementations.
Strategic Expansion into India
From a small enterprise, Samurai 2K Aerosol has grown to become a major player in the market and has recently entered the Indian market. It ventured into the Indian market using pull strategy, featuring live demonstrations of its innovative products at major trade shows and consumer events. This approach aimed to create demand by showcasing real-time benefits and engaging potential customers directly, building interest and driving brand adoption in the region. The Indian market had immense untapped potential. Although there were many competitors, the company created new opportunities by expanding the potential of the market with its innovative solutions. Apart from live demonstrations, e-commerce platforms are also actively being used to leverage customer and end-user relationships. 
Samurai 2K Aerosol’s Accolades
To raise the brand awareness of the end-users, the company organized numerous practical technical demonstrations, explaining the process of spraying, and finally showing them the before-and-after differences. These efforts not only won over end-users but also led to local wholesalers taking notice of rising demands, hence creating an avenue in which Samurai 2K Aerosol managed to penetrate and establish business in the Indian market under the name of Samurai 2K India.
The next challenge for the company is not just to maintain a foothold but to use this as a steppingstone for a much stronger presence in the highly competitive Indian aerosol market. In an attempt to better address this challenge, Samurai 2K Aerosol has been exploring the possibility of forging business partnerships with established Indian distributors. The approach is not only helping the company to survive the intricacies of the local business culture but also opening up exclusive resources usually reserved for key market players.
“We identified India’s motorcycle market which introduces 20 million new units every year as a growth opportunity since many motorcycles did not have a painting process at the beginning. Our technology which was easy to use put us in a position to fill this void. We also set up a branch office in Hyderabad as a
clear indication of our focus on the Indian market. This is not merely an extension of an outlet; this is as per our goal to foster sustainable development and transformation in the Indian aerosol market,” says Ong Yoke En.
Unique Business Model
Samurai 2K Aerosol is at a tipping point of expansion, particularly in India. The company which is based in Malaysia has recently launched the O2O service model that connects the digital and physical worlds, driving online customers to locations offline for purchases, hence blending convenience with concrete experience to increase consumer engagement. Beyond that, the company’s business model offers a spray painting services that allows its products to be nurtured further and gain collective exposure among end-users. This strategic business model is scheduled to be fine-tuned and implemented in the Indian market in the near future.
‘Currently, in India, the company is following a niche strategy, which focuses on the strength of the company in the paint and aerosol segment. It aims to draw on expertise in dominating this specialized market by driving innovation and setting industry benchmarks while catering to the special needs of Indian consumers in paints and aerosols. The company also intends to expand its market position through future affiliate programs. One of the major strategies that they have employed in India is the identification of strategic partners in the form of Indian distributors. It has also assisted Samurai 2K Aerosol in understanding the local market and its dynamics and has also opened up resources that are otherwise only available to the big market players.
Samurai 2K Aerosol’s production facility
Commitment to Innovation
Ian’s concentration on market capture and innovation has brought great results. He is always involved in the process of improvement, especially when it comes to automotive paints to come up with new products. He has implemented many changes in the industry through his innovative ideas. His pioneering work led to the IPO of the company on the Singapore Stock Exchange (SGX) in the year 2017.
Their constant concentration on introducing highquality innovation has led to the achievement of many awards and accolades over the years, which include the Silver Medal at the International Exhibition & Inventions in Geneva, Switzerland – 2024, Gold Medal and Best Invention Award at the International Exhibition, Innovation and Technology Exhibition (ITEX) - 2016 & 2024, Canada’s International Invention Innovation Competition (“Ican”) – 2016, a Special Award from the Taiwan Invention Association. Samurai 2K Aerosol was also included in the ‘Forbes Asia Best Under a Billion list. The award was given by measuring the long-term performance of companies based on full-year annual results, and firms are scored based on their track record in debt, sales, earnings per share growth, and average returns on equity.
Ian’s concentration on market capture and innovation has brought great results. He is always involved in the process of improvement, especially when it comes to automotive paints to come up with new products
Ian’s creation of the Samurai 2K Aerosol spray-can system where the hardener and resin are mixed in one can was a major innovation as it produced better gloss and durability than other methods. Continuing on this, Ian presented TINTATEK, a product that takes color matching to the next level with its post-filled technology for blending pigments to achieve the best repair quality. Also, his invention of MIRRORTEK offers a do-it-yourself method of transforming any surface to produce a mirror finish. Ian also introduced WATERTEK that uses water as a solvent rather than chemicals; it is safe and environmentally friendly with low odor. Ian and his team are on the constant lookout for future readiness of development in the constantly evolving world aerosol market.
Samurai Spray Service
Driving Cost-efficiencies over Long Term
When Samurai 2K Aerosol was launched in the Indian market, the primary objective was to provide quality but the company also had to manage the challenge of creating awareness of the long-term cost benefits that the company’s products offer in a price-sensitive market in India. The company had no contacts in the local market at the beginning and this posed a challenge when it came to planning for entry into the market. However, the company did an intensive market survey and was able to convey its value proposition and is now in the process of convincing the customers of the long-term value of the company’s products. This will form the basis of their future growth and development in this new market.
Global Expansion and Strategic Partnerships
Recognizing the necessity of transcending borders, Ian distinguishes himself from conventional businessmen by prioritizing flexibility over rigid strategies. His endeavors are not confined by geography; instead, they thrive on the principles of innovation. Ian’s vision extends beyond mere financial gain; he envisions a symbiotic system where users become partners, collectively benefiting from their shared experiences. In this interconnected vision of the future, Ian sees a world where strategic alliances drive innovation and sustainable development.
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