BMW, Toyota, Mercedes Benz, Suzuki, Skoda, Honda, Hyundai, Fiat ñ regardless of their nationality, major
automobile manufacturers are producing more car parts in Asia. India, in particular, has experienced dramatic
growth in the automotive sector over the past three years, both in auto manufacture and auto components
destined for export.
Where carmakers lead, rubber-to-metal bonding businesses follow. Sigma Vibracoustics GmBH, Woco,
Trelleborg, Arai, Delphi ñ all have launched significant operations, most near Delhi, India. Many companies
export parts made in India back to their home countries; currently, Western Europe receives the majority of
those shipped rubber-to-metal parts.
Indian Investment Climate Excellent
While lower wages and economical production are obvious reasons that draw companies to Asia, Indiaís
improved political and investment climate have added appealing advantages recently:
- Tax laws have become more attractive, now welcoming, for example, 100 percent subsidiaries.
- Customs duties have dropped precipitously over the last five years: peak rates are now 15 percent versus 150 percent.
- Regulations are more user-friendly. For instance, companies importing raw material for rubber-to-metal bonding
receive full duty rebates if the material will be exported. While this rule existed previously, Indiaís government
has simplified and speeded the process.
 As companies like Delphi and Vibracoustics ñ major consumers
of rubber-to-metal bonding agents ñ enter this
hospitable area to manufacture products like seals, tires,
and hydromounts, Rohm and Haas tailors its global operations to suit.
Improved Service
As it does elsewhere, Rohm and Haas extends the highest
level of service to its Indian customers. The company
acts not just as supplier ñ offering the right product in
timely fashion ñ but as experienced technical consultant.
ìWe, in consultation with our experts in Germany and
Japan, attempt to give each customer the knowledge to
develop and implement each application, whether that
application is new to the company or new to the Indian
location,î says Shilip Kumar, Business Manager,
Performance Chemicals/Adhesives and Sealants for
Rohm and Haas India, who adds that temperature control
often requires close attention due to Indiaís sultry climate.
Further, the company offers analytical and problem-solving skills. It diagnoses problems on-site if
necessary and determines corrective action rapidly through swift communication between its laboratories,
technical service groups, and commercial representatives around the globe.
Close Relationships
ìIf there is a problem at a site in India, we often hear about it from a customerís Indian and European locations
simultaneously,î notes Stefan Dehnicke, Rohm and Haas European technical manager, Transportation. In most
cases, close relationships already existed between customer and supplier from collaborations elsewhere in the
world. Such familiarity often helps avoid problems at a customerís Indian location, and shortens the time
required to begin manufacture or implement new applications at the newer facility.
Rohm and Haas also nurtures excellent relations with its Indian distributor Chemetall-Rai (India), who provides
indispensable customer assistance. In addition to visiting customers and stocking adhesives and sealants, the
distributor repacks products into retail packages for the smaller companies that constitute a strong 25 percent
of this market in India.
Superior Products
Service and relationships are the supporting players to product portfolio featuring Thixonô and Megumô.
Rohm and Haas continues to improve and supplement a comprehensive portfolio, paying close attention to
international demand for environmental safety. The company removed halogenated solvents from its formulations
several years ago and recently reformulated its rubber-to-metal bonding products to be lead-free, making
the switch quickly over the entire market and easing the transition by smoothing the reapproval process for all
parts incorporating their new formulations.
ìWe got a jumpstart on developing lead-free formulations when an Italian customer first brought to us their
EHS concern with lead,î says Dehnicke. ìWe knew eliminating lead would be important in a broader global
context because of rules like the EU Used Car regulation.î
Today, no car is made for a particular country; now it is made for the world. The Indian automotive sector is
indeed healthy now and growing fast. Rohm and Haas hopes to guide it toward an even brighter future just
around the bend.
|
