How polymer solutions provider are adopting technology to keep ‘Planet First’ concept alive
CXOToday has engaged in an exclusive interview with Ms Bhavana Bindra, MD, REHAU South Asia
- What is REHAU’s idea behind bringing the German technology to India?
BB: There have always been trade ties between Germany and India. India is growing and more appealing, not just as a market but also for finding the right talent, thanks to organizations on both sides playing a crucial part in strengthening the links. REHAU is a German brand, started in 1997 in India, and since then we have been able to make a significant mark in Indian furniture, construction, and industrial markets. The brand has introduced products used in German technology across these markets in India.. The journey has been from being an edgeband supplier to a complete furniture solutions company today. For REHAU “Innovation” is a key pillar to stand strong in majorly un-organized market.
- How can technology revolutionize polymer industry?
BB: Engineered polymers are delivering innovative goods to a variety of industries. When compared to conventional materials like wood or metal, engineered polymers display superior features such as improved heat resistance, chemical resistance, impact resistance, and mechanical strength. Additionally, it is simpler to mold them into the necessary complex shapes. All these traits make polymers great companions for industrial application. Different companies, across sectors including automotive, electrical and electronics, building and construction, consumer goods & appliances, and industrial sector, use engineered polymers. Usage of polymers is as varied as it is complex; however, new-age technology is enhancing the usage of polymer based products. Innovations pertaining to the applications of polymers will start getting closely linked with innovations of the polymer traits even further in the upcoming years. The question is no longer about what polymers can do. The key question these days is primarily, what do the consumers need and how polymers can help meet those needs. The answer to that is technological advancement. Superior engineering excellence is allowing manufacturers to integrate polymer based solutions at spaces where no one imagined its application in the yesteryears, that too, without harming the nature.
- How technological advancement has been adopted by the brand to expand its product portfolio?
BB: All products of REHAU are manufactured applying German technology which guarantees quality over anything else. REHAU characterizes its product lines with engineering and technology; be it manufacturing, be it design; each REHAU product reflects the advancement in technology that has been adopted by the brand to expand its product line.
REHAU has been able to bring about revolutionary changes across the broad category of products it delivers by adopting technological advancement. To mention, REHAU’S third rail solution for urban mobility, in simple words third rail system runs parallel to the two operating tracked of metro rail mostly outside of the two rails. The electricity is delivered to the train via a sliding shoe that is in contact with the rail. When it comes to electrification of commuter trains using third rail, there are just a few companies who can supply to projects all over the world. REHAU is the market leader in several parts of Europe and has the largest market share in Germany, Netherlands, Finland, Turkey and the United Kingdom. We are also one of the leading Manufacturing companies in Asia. We have methodically prepared to adapt the technology and localize manufacture in India. In the coming years we will have 95-100% local manufacturing in India and will this be able to help our customers with better service level & contribute to the initiative of “Make in India “.
Furthermore, REHAU is a leading player in the polymer-based design solution for the furniture industry with its strong market position in the edgebands. It offers more than 1400+colors across spectrum. Additionally, we offer 200new edgebands each year that coordinate with the most widely used laminate son the market Today our customers have access to more than 200, 000 edgebands possibilities from REHAU, giving them freedom to match different materials, dimension, embossing and gloss levels to suit their specific needs. We also offer Zero joint edgeband as part of our ongoing technological breakthroughs in the edgeband category. REHAU Zero-joint Edgeband has a pre-applied, co-extruded polymer functional layer replacing the traditional glue, allowing for a much superior and seamless joint between the edgeband and the board. With REHAU presenting 1000+ color options, the edgebands aesthetically blends with all kinds of furniture, enhancing home interiors and creating a style statement. The zero-joint edgebands offers maximum chemical resistance of PP and also promises longevity being scratch-resistant.
At REHAU, we are constantly focusing on curating sustainable solutions with technological innovations like Radiant Heating & Cooling that helps reduce carbon footprint. The REHAU technology of Radiant Heating and Cooling is applicable to work in any type of climatic conditions, including extreme temperature variation and changing humidity factor. The primary advantage of using radiant heating and cooling is that it significantly reduces the amount of energy needed for Air-conditioning. This significantly reduces CO2 gas emissions and the environmental harm caused by the mining of non-renewable resources. For instance, around 75% of the electricity in India comes from coal-based power plants, which has a high rate of carbon emissions.
As a brand we are incorporating Polypropylene in our products. The innovative feature of this thermoplastic polymer enables it to become a sustainable choice in building and construction. Also, we have adopted Acrylonitrile butadiene styrene or ABS, an engineered plastic and as ABS is a thermoplastic and not a thermoset, this means that the material can be recycled, ground up, reprocessed and reused into utility applications.
- What is the importance of embracing technology in manufacturing industry?
BB: Advancements in technology are enabling manufacturers across the globe to streamline its production processes. The innovations are helping brands to speed-up to meet customer demand without compromising on the quality but reducing the cost of ownership. The advancement of technologies boosts worker productivity, including automation, robotics, digitization, and other fields. Even with rising labor costs, maintenance and reliability in manufacturing becomes more economically viable as these technologies grow more affordable.
- How has the use of technology changed over the years for B2B players in India?
BB: Whether it’s B2B or B2C, technology implementation aims to achieve key factors: Accessibility, Increase Productivity, Quick Implementation and Scalability. Manufacturing is currently going through a significant phase of transformation, which is being characterized by sharp increases in productivity enabled by technology. Small and medium-sized firms now have access to technologies that were previously only available to their strongest competitors with deep pockets, leveling the playing field and providing consumers new and improved products. Industry 4.0, also referred to as the fourth industrial revolution, is the digital transformation of production, manufacturing, and the industrial value chain. The factory environment has already been altered by computing. A digitized value chain, on the other hand, links suppliers, inventory, manufacturing, production, logistics, sales, and marketing for a much-improved operation. On the other side of business, reaching customers across wide geographies and demographics is possible for all businesses. Reaching business partners in the market through extensive networking is a key to success in the B2B market. The digital tsunami in India is enabling B2B enterprises to connect with more people across all geographies. As a result, these technical developments are ensuring that the market for B2B players continues to improve.
- Being a woman, how have you has excelled in the technologically driven and male-dominated manufacturing & engineering industry?
BB: The never give-up attitude and willingness to accept challenges have always given me the confidence to craft a difference in my ventures. I have always lived my life like this – take the path that is less taken and make a difference so that people have confidence that this is achievable. Before moving to REHAU, I have had the opportunity to be part of other companies in diverse industries. The same has added to my learnings and experience. Leading women in various industries take on the responsibility of challenging the status quo. The idea of male dominance in specific specialized sectors stems primarily from societal conditioning that prevents more women from perceiving the possibilities of thriving in these fields. Finally, because of this societal conditioning, women develop an early lack of confidence in their capacity to perform or flourish in these male-dominated industries. It is a world of opportunity for anybody and everyone; so, we should look forward to a future in which no industry is labeled as ‘male-dominated’ or ‘female-dominated,’ giving everybody with equal opportunities for career advancement.
