Not just in India but across the globe, not just in masterbatch industry but in all products and services, the biggest challenge is Commoditization. Commoditization means treating the produce as a commodity. In today’s complex economy, there are many reasons for commoditization but the key driver is very high supply to demand ratio. All specialty products are becoming commodity much faster due to excess supply capacities. Masterbatch manufacturing technology has also been commoditized. It is no more an alchemy. Therefore, expecting loyalty from a customer merely for the product being good or cheap is too high an expectation. Along with that, there are many driving factors like consistency, service & above all honesty and sincerity.
“Rather than a masterbatch manufacturer, Ray Colors is known as an innovator, a solution provider, a problem solver. Ray Colors is known for their USP in demanding applications. In response to Ray Colors’ positioning in the masterbatch industry, Siddhartha Doshi, Managing Director of Ray Colors states, “the processors know well that if there is no problem in current masterbatch performance then keep buying it from current source. But if they face any challenges due to any reason, Ray Colors will be able to solve it well.” He added, “We are very strong in high pigment loaded concentrates called Single Pigment Concentrates (SPCs). We are expanding our foot prints in European markets as a cleaner and simpler
technology with compared to direct pigment use in masterbatch manufacturing. We offer REACh registered products and food contact safe products for the demanding markets like EU and USA.”
Growth Story
Ray Colors is a young organization having its roots in engineering company name ‘Darteno Industries’ which is involved in manufacturing quality control & production equipment for masterbatches & pigments. Initially, Ray Colors was formed as a sole supplying SPC manufacturer for a US based company. Later on, by realizing core abilities, they started exploring Indian masterbatch market.
In response to “How Ray Colors is comfortable in the new normal after Covid-19 pandemic?” Siddhartha Doshi says, “Adoptability is Ray Colors’ core strength. Ray Colors was the first company to work successfully on Anti-Viral PPE kit fabric in INDIA. When the whole country was in shock & in lockdown, Ray Colors was busy taking plant trials of anti-viral PPE fabric on merely 7th day of lockdown. In a very short span of time, Government of Gujarat gave us responsibility to supply 25,000 special PPE kits made from our own developed ‘ViroBan’ antiviral PPE fabric for safety of frontline warriors. Ray successfully completed the supply before the expected time.”
Innovation is not our strength; it is our weakness as we can’t live without it
Roadmap Ahead
Geographies have never been a limitation to the company for their growth. They have participated in many world conferences like conductive plastic conference, Germany, Masterbatch Conference, Austria etc. Siddhartha Doshi presented a paper in world aquaculture conference in USA & he is going to speak at upcoming world masterbatch conference in Germany happening in May, 2021.
It is important to mention here that recently Ray Colors has received a prestigious award, “10th National Award for Technology Innovation in Petrochemicals & downstream Plastics Processing Industry” from the ministry of Chemicals & Fertilizers, Government of INDIA, presented by Shri D.V. Sadanada Gowda, Hon’ble Minister for Chemicals & Fertilizers. Ray Colors is the only organization in India that innovated in agriculture and water conservation field.
“Satisfaction of being an ethically and technically strong organization generates a kind of desire in us to serve the industry even better. With our right valid actions, we will prove that masterbatch industry is benefited by Ray Colors in coming times,” concludes Siddhartha.
