Borouge to expand footprint in India

February 17, 2014 7:39 am

 To meet the increasing demand in Indian market, Borouge, the UAE-based provider of innovative, value creating plastics solutions, plans to expand its sales and marketing capabilities in India. While talking on the company’s strategy, Wim Roels, CEO of Borouge’s Marketing & Sales said, “The year ahead heralds a milestone year for Borouge as we will be commissioning and ramping up production by more than twofold. In line with our global expansion, we will also continue to significantly grow in India and we will be well positioned to meet the growing market demand in India as well as our customers’ specific current and future needs to be leading in their fields.”
Borouge took part in Plastivision 2013 exhibition, held in Mumbai from December 12-16, 2013. At Plastivision, the company showcased samples of products of advanced packaging, healthcare, agricultural films, pipe systems, and wire and cable that are made from its polyolefins solutions.
Expansion plansBorouge has aggressively strengthened  it position globally and invested $ 10 billion in the last In 2014. Borouge is expanding the annual production capacity of polyolefins at its Abu Dhabi-based plant from 2 million tonnes to 4.5 million tonnes per year. Two new polyethylene (PE) plants and two new polypropylene (PP) plants will start up at Borouge 3 expansion plant along with a new low density polyethylene (LDPE) unit, delivering highly specialised polymers specifically for the growing wire and cable markets. Meanwhile, Borouge will expand the annual capacity of its compounding manufacturing plant in Shanghai from 50,000 tonnes to 90,000 tonnes and has recently completed a $70 million innovation centre in Abu Dhabi.
”In-line with our global expansion, we will also continue to significantly grow in India, and we will be well positioned to meet the growing market demand in India as well as our customers’ specific current and future needs to be leading in their fields,” Wim adds.
Borouge is furthermore expanding its commercial and supply chain networks across Asia. “To be closer to our customers in India, we are setting up a sales office in Delhi,” informed Anil Krishna, General Manager and Vice-President (India), Borouge.
In addition to its 10 sales offices spanning the Middle East, Asia and Africa, Borouge recently opened a representative office in Tokyo, and is establishing a sales office in Delhi and will open three additional representative offices in Bangkok, Ho Chi Minh City and Jakarta in 2014.
”The fast growing Indian market is very important for our growth strategy,” says Tarmo Raudsepp, Senior Vice President Asia South, Borouge. “Since the early days of Borouge, we established a professional local team in Mumbai to deliver innovative, sustainable solutions to our customers. With the opening of our office in Delhi next year, we will reinforce our commitment to the Indian market and will be also close to our customers in Northern India.”The Indian polyolefins market is expected to surge from 5.8 million (in 2013) to 9.9 million tonnes/year (by 2020). India’s growth in the polyolefins industry is mainly attributed to rapid urbanisation and growth of mega-cities boosting investments in advanced infrastructure applications such as water, gas and sewerage distribution systems, and power and communication wires and cables. The continuing improvement of living standards is leading to increased demand for advanced packaging for food and healthcare products, as well as white goods, automotives and mid-range household products.
Borstar technologyBorouge’s flagship technology is the world class Borstar technology which makes the products highly competitive. Due to the light weighting of Borouge’s PP and PE  solutions, customers achieve remarkable resin-use reductions, helping them decrease costs for manufacturing (less material) processing (lower energy), transportation and storage. All this helps customers increase their profitability without compromising on product quality.
Sustainability and social responsibilityReinforcing its commitment to sustainability, Borouge has been recently awarded Responsible Care 14001 certification for its manufacturing and commercial operations, being the first company in the Gulf region to obtain this certification for its global operations. Borouge is also advancing its sustainability drive by increasing engagement with government and policy makers regarding the disposal of plastics after their intended applications.