Successful at the Indian Market for Coatings

Quick to recognize the enormous potential of the Indian market, Worlée-Chemie GmbH already began marketing special additives there during the 1990s via a partner company. Shortly thereafter, these activities were further enhanced by the addition of a highly qualified Indian representative.

At this time, the raw materials company from northern Germany already had offices and partners in many European countries as well as good contacts in the USA. Asia and particularly India presented a new challenge. At first, Worlée limited itself to products for the metal industry and construction chemicals. Polyester resins from the WorléePol series and the epoxy esters of the WorléeDur product range began to receive more and more attention and brought Worlée its first sales successes. From the very beginning onwards, thanks to its close connections with Germany, the chemical company was in a position to provide comprehensive support as well as guideline formulation assistance to its customers in India.

As the years passed and the Hamburg company was able to continue increasing its sales turnover, the managing directors decided in 2007 to found the “Worlée-Chemie India Pvt. Ltd”, a subsidiary in Mumbai. Then the family company had specialists on location, enabling even more direct attention to customer wishes. Worlée’s focus quickly became high-tech products for high-quality surfaces. The market demanded raw materials that had only been available on a very limited basis in India up to that time. The WorléePrint series was increasingly employed for e.g. the printing of plastic surfaces. Likewise, water-based alkyd emulsions from the WorléeSol series became more and more of a customer focus.

Meanwhile, the year 2016 is upon us. For the last eight years, Worlée has already been a regular presence at the PaintIndia exhibition, one of the largest exhibitions for paints and coatings in India. “The market continues to have great potential for us – especially in the area of high-tech products” says export manager Klaus Köhler. He further emphasizes the steadily increasing demand for high-quality industrial products, a trend which relies on raw materials for high-performance coatings.

As such, along with standard products, modern raw materials for 1- or 2-component systems will be presented at this year’s PaintIndia (Stand G13/14). The WorléeCryl (acrylate), WorléePol and WorléeRes (polyester) series fulfill the highest quality demands.

The Indian market is on the move, the trend towards high-tech products is continuing and the industrial standard has reached a world-class level. After 15 years, it is clear to see that the product range of Worlée-Chemie is optimally suited to satisfy the most demanding requirements.