India's paints giant Asian Paints, which launched its manufacturing unit in Oman in the beginning of this year, has received a very good response to its products range in the local market.

The factory is part of the company's vision to become one of the top five decorative paint manufacturers in the world by the year 2005, says R Sukumar, chief executive of Asian Paints (Middle East).

Currently, Asian Paints is among the top 35 paint companies in the world and has the 15th position in the decorative segment, he says.

The state-of-the-art plant, at Ghala, Oman, is a joint venture between Asian Paints (India) Ltd. and Al Hassan Group of Oman.

The company, which started production within one year of beginning construction, is already well on its way to achieving its volume targets, says Sukumar.

The unit manufactures products to suit the needs of the local market.

Commenting on the Omani market Sukumar says: "We see a number of niches here. Many new areas of business are available. We hope to be innovative."

"We are committed to this market and will offer our entire range of products," he says.

Asian Paints manufactures a wide range of paints, from acrylic emulsions to synthetic enamels, from automotive paints to industrial paints. It can also custom-create a product to meet clients' requirements.

The new unit has already launched two of the four key product ranges planned for introduction in Oman, including the decorative and wood products and the polyurethane lacquer, a new product for furniture manufacturers.

It will be introducing Metacare for industrial applications and Autocare for automobiles by the end of the year.

"Our decorative range is extensive and includes paints for every surface. There are wide choices in grades and shades.

"We offer top-grade paints that are designed to endure harsh climatic conditions.

"The company has tailor-made high performance finishes that are suited to the fertiliser and petrochemical industries and offshore installations."

Asian Paints entered the world markets over 30 years ago. Today, it is India's largest exporter of paints, exporting to 22 markets in the Asia-Pacific region, the Middle East and Africa.

The company also has joint ventures in Mauritius, Fiji, Nepal, Tonga, Solomon Islands, Vanuatu and Australia. These ventures have been enormously successful, says Sukumar.

"The Asian Paints Research and Development Centre in Bombay has acquired the reputation of being one of the finest in South Asia. With its team of 125 qualified scientists, it has been responsible for pioneering a number of new products and creating whole new categories of paints."

The company has also acquired technology from global sources. In India, it has entered into a joint venture with PPG Industries, a world leader in automotive paints, to meet the increasing demands of the automotive industry. In addition, the company has a technology collaboration with Nippon Paint Company, Japan's leading paint company, for the manufacture of automotive paints, powder coatings and coil coatings.

"It has also drawn on the world's latest technology for its manufacturing capabilities in areas such as heavy-duty marine coatings and high-tech resins, thus ensuring that its product quality lives up to exacting international standards, even in the most sophisticated product categories."

"We do not merely sell paint. Instead, what we do is to offer solutions to customers needs," says Sukumar.

Asian Paints has also effected vertical integration with the diversification into the manufacture of raw materials for paint. Its raw materials manufacturing units produce pentaerythritol, used in the manufacture of paint, printing ink, foundry resins, ester gum, explosives, lubricants, plasticisers and leather tanning.

It also produces phthalic anhydride, a critical ingredient in the manufacture of paint. It also has uses in other industries such as resins, plasticisers, dyestuff and other chemicals.

Commenting on the challenges ahead, Sukumar says: "Asian Paints, borne on the wings of excellence, seeks out the challenge of the larger horizon."