The paint and coatings industry is undergoing an unprecedented disruption in terms of a variety of applications on different surface types today, while the research and development teams are emphasizing the definite solutions actively developing applicationbased coatings’ sub-segments such as nanocoatings, hydrophilic (water-attracting) coatings, hydrophobic (water repellent) coatings, and antimicrobial coatings. Despite the near-term challenges presented by the COVID-19 pandemic to diverse industry sectors, the paint and coatings industry suffering a hit then is now projected to grow from $167.04 billion in 2022 to $235.06 billion by 2030, exhibiting a CAGR of 5.0 percent during the forecast period.
And, this displays even in the Malaysian paint and coatings market that has been steadily growing over the years, driven by factors such as population growth, urbanization, and increasing construction activities, including defined demands from the automotive, general industrial, coil, wood, aerospace, railing, and packaging coatings markets. As the global challenges facing the paints and coatings industry in today’s times are environmental concerns, increasing regulation restrictions, rising raw materials costs, and the globalization of the market, the positive factor boosting the Malaysian paint and coatings market is its increasing awareness of environmental sustainability.
At present, consumers are increasingly looking for eco-friendly and low-VOC (volatile organic compound) paints and coatings, which has led to the development of new products and formulations in the market. In addition, the government’s initiatives to promote construction and infrastructure development in Malaysia have boosted the demand for paints and coatings in the country. For example, the government’s Economic Transformation Programme (ETP) aims to develop key economic sectors in the country, including the construction industry.
Headquartered in Penang, Focus Chemical (and its related companies) is one such recognized company that’s extensively building upon the challenges in the paint and coatings market and addressing the market demands dynamically. As a manufacturer and supplier of specialty chemicals and raw materials for the paint and coatings industry, Focus Chemical provides resins, additives, pigments, and solvents, among others. However, the flagship products of Focus Chemical remain- a) Waterborne coatings: These are eco-friendly coatings that use water as the primary solvent, instead of volatile organic compounds (VOCs).
They offer excellent adhesion, durability, and color retention while being low in odor and emissions. b)High-performance coatings: These are specialty coatings designed to provide superior protection against harsh environments, including extreme temperatures, UV radiation, and corrosion. They are often used in industrial applications, such as aerospace, marine, and automotive. c)Anti-graffiti coatings: These are coatings designed to prevent the adhesion of graffiti and other spray paint markings, making it easier to remove them without damaging the underlying surface. The specific features and benefits of each flagship product offered by different manufacturers can vary, depending on the formulation and intended application.
However, in general, Focus Chemical’s products are designed to provide superior performance, durability, and sustainability, which set them apart from other products being provided in the market. One of the major factors that set Focus Chemical apart from other firms in the market is its focus on addressing client challenges and providing customized solutions that meet their specific needs.
Another USP that the company has is its commitment to quality and sustainability. The company uses state-of-the-art manufacturing processes and quality control measures to ensure that its products meet the highest standards of quality and consistency. Focus Chemical is extensively committed to developing eco-friendly and sustainable products that meet the growing demand for environmentally responsible solutions in the market.
Apart from having a good sales network, and strategic warehouse locations, it also has a full-fledged chemical laboratory with a team of qualified chemists that provide in-house and on-site technical support. Conclusively, these have led to its positioning as a leading player in the Malaysian paint and coatings industry. “Where quality, cost, and environmental concerns, are top priorities in the space, bringing an exquisite
depth of customer service may be an issue for many, Focus Chemical takes a sincere approach by emphasizing on- Quality control, Innovation, Sustainability, and Customer service”, says Steve Lim Cheng Han, CEO, Focus Chemical.
Specifically, Quality control is critical in the paint and coatings industry, as even small variations in formulation or production can result in significant differences in product performance and quality. Therefore, paint and coatings manufacturers implement a range of measures to ensure that their products consistently meet the required standards. Some of the typical quality control measures which Focus Chemical uses specific to the industry include Raw material testing, Batch testing, Quality assurance programs, and ISO Certification. The process starts with testing the raw materials that go into the product formulations to ensure that they meet the required quality and consistency standards.
Then, is performed batch testing of the finished products to ensure that they meet the required specifications, including color, viscosity, and drying time. It implements quality assurance programs that include internal audits, process monitoring, and corrective action procedures to ensure that its products consistently meet the required standards. Rightly an ISO 9001 certification (a globally recognized standard for quality management) obtained by the company ensures that it has implemented an effective quality management system and meets customer and regulatory requirements. “The uniqueness of a manufacturer’s quality control approach can vary depending on their products and customer requirements.
Some manufacturers may have proprietary testing methods or formulations that set them apart, while others may focus on customized solutions that meet the specific needs of their customers. Overall, quality control is an essential aspect of the paint and coatings industry, and Focus Chemical takes a range of measures to ensure that its products consistently meet the required standards”, mentions Raymond Kolandai, General Manager, Focus Chemical.
The client engagement process is specific to each and pivotal for respective businesses today, hence, Focus Chemical begins with understanding customer requirements. The first step in the client engagement process involves understanding the customer’s specific requirements. This includes factors such as the intended application, performance requirements, and environmental considerations. Second follows Product selection i.e., based on the customer’s requirements, Focus Chemical selects the appropriate product or formulates a custom solution that meets the specific needs of the customer.
Where quality, cost, & environmental concerns, are top priorities in the paint & coatings space, bringing an exquisite depth of customer service may be an issue for many, Focus Chemical takes a sincere approach in this pursuit such as - Quality control, Innovation, Sustainability, & Customer service
Well, sample preparation and testing are required to be done later as the company prepares samples of the selected product for testing and evaluation by the customer. This step may involve the customer performing their own testing or working with the company to perform testing to ensure that the product meets their specific requirements. Once the product has been selected and tested, Focus Chemical then delivers the product to the customer, either directly or through a distributor.
Following every product delivery, the company provides ongoing support and technical assistance to the customer as needed, like guidance on product application, troubleshooting, and ongoing maintenance. Last is common but prime, as customer feedback on the product’s performance, as well as any areas for improvement is used to continuously improve the product and the overall client engagement process. And, since this all is nevertheless possible without a potential team, Focus Chemical has a team of qualified chemists in place attached to the Chemical Laboratory and R&D Centre. The technical head at Focus Chemical has over 30 years of experience in R&D with strong technical expertise in the coating industry.
Moreover, the NBR head, who is stationed at the R&D Centre, has more than 10 years’ experience in the glove industry. The R&D Centre is tasked to focus on technology innovation to produce new products such as surface treatment of Titanium Dioxide (TIO2), and synthesis PU dispersion material for the surgical glove. Notedly, the Chemical Laboratory at Focus Chemical is providing a technical solution as an added service to customers.
Because the paint and coatings industry is still growing, Focus Chemical envisages a futuristic roadmap for the company. “We were experiencing tremendous growth in sales for the last 8 years. Total sales in 2015 were below $10 million and surpassed the $20 million mark (growth of more than 100 percent, 2015 base) in 2020 - mainly from sales of TIO2, Covestro products, pigment, and pigment paste from our manufacturing facilities. Furthermore, sales in 2022 have doubled against 2020 and are expected to reach $50 million by 2024. The number of customers was below 150 in 2015 but doubled in 2020 after successfully expanding abroad to overseas markets, particularly in India. We have transformed from a chemical trading company into providing technical solutions to assist customers’ product development and product quality & cost improvement.
The business growth has resulted in a customer portfolio encompassing coating, plastic, rubber, ink, and paper industries with a presence in Singapore, Indonesia, Thailand, Vietnam, the Philippines, and India to work closely with companies needing our technical expertise. To mention, the Middle East markets have promising potential. Respectively, we will continue to expand our product portfolio with huge innovations in the future and grow profoundly”, concludes Financial Controller, Focus Chemical.
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