We are planning to reach the grassroots with the proven existing customers

M. Vimal, Manager, Techny Chemy speaks on the company’s business strategy in the prevailing business climate.

What is your strategy to expand business for the existing product range?
We are planning to reach the grassroots with the proven existing customers. Our marketing strategy has been still now with bigger projects and clients. But the competition has become very intense there by the arrival of MNC’s and Corporate’s in that segment. We are a local player concentrating only Tamilnadu and parts of Kerala, Andhra and Karnataka. So we are planning to reach mid and lower segment markets which is concentrated by small time applicators. There we find high potential. Second we are planning to expand to neighbouring states where we are scarcely present.

In your journey so far do you believe the consumer has now become more quality conscious when it comes to choosing the right product?
Yes. Thanks to Google nowadays people are aware of all the products and they insist on quality and want the very best.

What are the new products you are introducing in the market this year?
We are introducing admixtures for plasters using with MSand. We are also introducing new range of water proofing coatings for lime based heritage structures.

What are the challenges being faced by the Chemicals and Coatings industry in dealing with the upcoming demand and supply?
Actually there is more supply but lesser demand due to down trend in real estate market. So there is no challenge in supply to the consumers.

What is your expectation from the industry bodies and policy makers to capitalise the present market?

• To create more awareness
• Sort out the policy issues which has reduced the demand.

What is your company’s outlook for 2022?

• We are planning to reach the market to the grass root level
• Expand our business to new markets
• Reach for 100 per cent growth from the current sales value in four years time.

M. Vimal, Manager, Techny Chemy