BASF creates chemistry and has been doing so for the past 150 years. As one of the world’s leading chemical companies, BASF combines economic success with environmental protection and social responsibility. Through science and innovation BASF enables their customers in nearly every industry to meet the current and future needs of society.Nilotpol Kar, Business Director – Construction Chemicals, BASF India Ltd shares his views on educating customers with the current trend in the area of construction chemicals.

Price driven with performance
Commenting on the current trends inprocurement of construction chemicals, he said, “Procurement teams of construction chemicals industry understand the value chain and are not only looking for lower price but more on price driven with performance. But pricing becomes irrelevant for high end or innovative unique solutions where what really matters is the value proposition we bring to the customer. When they choose a supplier, they are not just considering if the supply is from multi-national company or local company, but also considering the brand or company reputation, manufacturing locations, capacity and distance from the construction or project site. They know derivation of raw materials to procure.”

For admixture products or more generic projects, cost is a driving factor with performance becoming a hygiene factor, he observed. However, he adds, if there is special construction needs or special projects, like refurbishment projects –especially those to do with rectification of existing facilities or structure underutilisation –the elements to consider will be different. It will be more technology driven or value based buying.

Major buying factors
Explaining the major factors that a buyer should consider before making a decision of buying construction chemicals, he shares below his opinion:
• Consistent quality:Whether the performance andtechnical support of the product remain the same even at difficult times.
• Flexibility:Formulation can be modified subject to the site and other raw materials condition i.e. availability of tailor-made solution or sound technology background.
• Speed of offer be it solutions, products or supply.
• Reliable brand or good company reputation.
• Ability to provide solutions rather than single product to accommodate the complexity of construction projects.

Apply existing technology into new application
Talking about the major innovations happening in the field of construction chemicals, Nilotpol said, “In the construction industry, we are looking at how to apply existing technology or product into new application especially for waterproofing, repairs and flooring segments. To some extent, the innovation is in formulation tweaking to bring in some enhanced properties. For the admixture systems, we are looking at a new generation of polymers that can bring significant improvement in the rheological properties of concrete – easiness of mixing, pumping, placing, levelling and finishing of concrete.”

Educate customers to bring change
Speaking on the maturity of Indian industry to use the advanced construction materials optimally Nilotpol observed, “To a certain extent Indian industry is mature but not across the industry yet. We see construction chemicals companies not educating customers enough for them to make the change. In general, people in the construction industry are very careful to adapt to new technologiesand new ways of doing things.”

BASF’s USP
Master Builders Solutions is BASF’s global brand ofadvanced chemical solutions for construction. The brand builds on the know-how and experience of a global community of BASF construction experts form the core of the Master Builders Solutions brand and represents BASF’s experience of more than 100 yearsin the construction industry.

Commenting on why a buyer should go for construction chemicals offered by BASF, Nilotpol said, “We leverage global BASF’s technologies and our in-depth knowledge of local building needs to solve specific construction challenges faced in India. Most importantly, we have a dedicated sales and marketing team that makes a difference to our customers andpartners by working along with them. Our team is involved from the tender stage of project till its execution and bring in innovative solutions on a continual basis to add extra value to our customers. Our technical team provides onsite support to ensure the product application is conducted in a right manner and achieves the best performance.”

The Master Builders Solutions brand from BASF represents thesum of BASF’s competencies in chemical solutions, available from conception through to completion of construction project.

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In the construction industry, we are looking at how to apply existing technology or product into new application.

Nilotpol Kar, Business Director – Construction Chemicals, BASF India Ltd.