To reaffirm, we mostly deal on a cash-in-hand situation wherever possible otherwise a 30-day norm is followed uniformly.

  On the occasion of the 9th anniversary of B2B Purchase, we caught up with V Raghunathan, Vice President – Technologies, Cera-Chem Pvt Ltd. He shares his thoughts about Cera-Chem India, the recent innovations, about procurement and a lot more.

 Range of products for the industry
“The company also offers micro silica, PU dispersions, specialty coatings, aliphatic PU coatings meant for exterior exposure with high fidelity and extreme endurance tolerable coatings from natural alkaline industrial atmospheres,” shares Raghunathan about the products offered by the company.

Why Cera-Chem?
Raghunathan feels that as there is not even a marginal difference between preaching and practicing which is not the so-called norm of the industry, it makes the company a stand out. He says, “We deliver products and services which are not only user-friendly but entirely abuser-friendly which connotes to prove the VFM concept (value for money) in absolute terms of lowest down-time using very low money and time outputs.”

Recent innovations in the industry
When asked about the recent innovations that have taken place in the industry, Raghunathan agrees that there has been a paradigm shift in the thinking process of production, application and solution for problems where it is no more the story of four blind men inferring an elephant with various connotations. “Today we have leaped a giant step by first declaring that there could be causes by UV degradation which ultimately leads to chalking, fading leading to micro porosities, ultimately resulting in creeping corrosion. Now, corrosion is handled with care by an approach on inorganic, organic and physical chemistry branches which concludes that cathodic protection by usage of sacrificial anodes like zinc, coatings based out of zinc primers, etc., are being practiced,” he says

“Fourth-generation products like PUD’s, waterborne PUs and waterborne epoxies have increasingly and predominantly started capturing the market attention towards ‘go green’movement as the solvent based products would have it’s natural death over a period of time to save our globe from unwanted mild toxins spilling into the atmosphere and harmful to the well-being of human beings,” speaks Raghunathan.

Procurement practices and payment concerns
When asked about the procurement practices that are followed, Raghunathan was quick to say, “Do it right for the first time is the mantra for any procurement practice. At Cera-Chem we also give space to the suppliers to suggest the right kind of raw materials and share with them the knowledge of the end customer requirement to enhance the whole purchase procurement process.”

Speaking about the payment concerns, he says, “As we deal with ‘selling solutions to surface finishing problems’ being a consultant in capacity along with product sale we mostly insist that the industry pays us on-time to avoid distortions in efficacies on end usage. To reaffirm, we mostly deal on a cash-in-hand situation wherever possible otherwise a 30-day norm is followed uniformly.”

Crossing the hurdles
Sharing about crossing the hurdles when it comes to completion of project, Raghunathan banks on taking the issues head on. “We were consistent in knocking it again and again on many a customer network with good results and progress smoothly,” he concludes.