The global business ecosystem is very volatile currently. This scenario has been named as the VUCA (Volatile Uncertain Complex and Ambiguous) world, and owing to the unprepared ness to face the VUCA, we have seen the disappearance of many popular business identities. There are various famous companies which were doing excellently in past (few decades ago) but now are completely out of the picture. To handle this gloomy VUCA to bright VUCA (Vision, Understanding, Clarity and Agility) to achieve sustainable growth, we require flexibility of operations and adaptability to changing trends which makes a paint company like BERGER to stay ahead in the market.
Berger is one such name in the paint market that has provided absolute quality since the time it began. Under the visionary leadership BERGER PROTECTON, has overcome several hurdles during this time including Covid disruption and could maintain leadership in the area of Protection of National assets by providing innovative solution. Because of the appropriate strategy and successful implementation of the plan by TEAM PROTECTON under the leadership of Mr. Sanjay Chowdhury, Vice President & Business Head, Protecton has grown exponentially in the challenging market.
Sanjay Chowdhury is an alumnus of IIT, Kharagpur, M.Tech (Polymer Technology), MBA in Marketing from IISWBM, and PG Diploma course in International Business from Indian Institute of Foreign Trade (IIFT), New Delhi. He is a Certified Coating Inspector- Level-2 (CIP 17311) from NACE USA. His professional Career spans close to three decades and has gained experience in R&D, Manufacturing, Business Development, Technology Sourcing, Supply Chain Management, Marketing & Sales Management.
Optimum Performance
His successful leadership in his role as Vice President and Business Head at Berger- Protecton is a model which has to be keenly studied which is result of his decades of experience as a technocrat with sharp commercial acumen. He has been lauded for his strategies and motivational drive that makes his team a strong force which is highly enviable. A key secret to his success is inspiring the team to work with entrepreneurial attitude without having fear of failure and CAN DO MINDSET of the team. This daring leadership drive builds in them the strength to fight better. He has allowed the space and independence to creating self-reliant workforce. His mantra of Leadership is “Leaders create more leaders”.
With products filling the basket that opens new avenues; an R&D that continuously strives to deliver consistent quality as per specifications;
with more stable and motivated workforce it is no doubt the market is firmly under control of his team. Berger Protecton has a high expansion plan and is planning to spread its geographical presencein unpresented area.
Our R&D has developed innovative product range by using newer technologies and expanding the basket of product offerings. The company has stepped into a wide range of product range to cater the new segments with a good business opportunity.
As a group, Berger ranks 14th largest in the world and market leader for Protective Coatings in India. Protective Coatings are to handle all aggressive conditions of the atmosphere or service environment and continue to protect the substrate, be it steel or concrete and ensure long-term durability from getting deteriorated. This helps to protect national assets. Protective Coatings are a wide range each with its functional characteristics offering corrosion resistance, heat resistance, chemical resistance, non-permeability to water and other stored liquids, abrasion resistance, and in case of floor coatings to provide anti-static or High Voltage insulation etc.
Modern advancements are by the introduction of environmentally friendly products with long-term durability, products that can reduce energy in installation and build in the economy of protection. Many products in these lines were introduced be it for protection of mild steel, concrete as used in bridges across sea or those used in metro-rail projects and the latest products to ensure waterproofing of concrete structures and passive fire protection of steel or concrete structures which are used in infrastructure projects.
“The R&D team comprises of in-house talent pool with decades of experience and expertise which has always given us wonderful products to meet any growing need as per international standards. We have developed solventless coatings that have taken the WRAS (Water Regulatory Advisory Scheme) approved coatings which are for potable water contact. The other product lines are in the area of antifouling, gas-transmission pipe coatings, CAN & DRUM thin film coatings, and the latest fluoropolymer coatings”, states Mr.Chowdhury.
Berger has become the only Indian company manufacturing as per the Government Initiative of Atmanirbhar Bharat by introducing water-based intumescent coating in line with the internationally acceptable standards with our technology partner Promat. Protecton is again a fore runner in introducing the fluoropolymer coating system as per Japanese Specs under RDSO approval for supplies to Vande Bharat Coaches. Berger’s collaboration with Choguku Marine Paint Company is paving way to new business at Indian Navy, Coast Guard and to local marine supplies.Berger Admixture business is another leaping segment with approvals from all leading infrastructure projects that includes, NHAI, NHPC, Metro rails etc. Polyurea and Polyaspartics have been introduced with Technology collaboration with VIP of Germany.
A key secret to his success is inspiring the team to work with entrepreneurial attitude without having fear of failure and cando mindset of the team
Protecton has always led the industry as a solution provider and with a strong commitment to reducing corrosion losses to Indian infrastructure. “We are sure to see expanding horizons across the globe to spread the technological expertise,” says Sanjay Chowdhury.
Leadership mantra
Sanjay Chowdhury thinks that one needs to create a team that is having the mind-set to utilize the resources at hand in the company's favour. That team must have a positive mindset for positive outcome. “Positive actions always create opportunity and most of the cases people try to avoid the explore the opportunity due to fear of failure which is the barrier for growth. They have to explore collaboration with customer exact solution through technology innovation”, he states. “One needs to have a collaborative mind-set.You cannot act as a vendor but must work with customer as a partner and also act as a solution provider. You need to have strong communication with the customer, with R&D, with supply chain, production and other departments. You need to break the SILOS, bring everybody on same page and the customer should be at the centre of all discussions”, he further adds.
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