Bal Endura plans second tiles adhesives unit

Bal Endura, a joint venture between BAL of UK and H&R Johnson (I) Ltd, has launched a drive to expand its market share.

A manufacturer and marketer of specialised adhesives and grouts used to fix ceramic and vitrified tiles as well as mosaics, natural marbles and stones, it plans to scale up operations by adding a second manufacturing facility near Mumbai to complement its existing Bangalore unit. It has already put in a distribution network.

The company's expansion reflects the changing scenario in the Indian market and the shift taking place in customer preferences, from traditional binders to adhesive products.

Bal Endura hopes to achieve sales of Rs 30 crore by year 2008, besides grabbing 40 per cent market share in the Indian tile and adhesive market.

According to Mark Simm, managing director of Bal Endura, "The last seven years have set the tone for the future of the tile-adhesive market in India. Our marketing efforts were aimed at understanding how the Indian customer would respond to tile adhesives, a concept that is still in its infancy here. But the results have been encouraging. In the last three to four years, there has been a gradual shift in customer preferences from traditional methods to using adhesive products to fix tiles and natural stones. Now that the market is established, we have definite ideas and plans for India."

The company markets its specialised tile and stone adhesives under the names Gold Star, Silver Star, White Star, Diamond Star and Grout and Epoxy Grout.

It plans to replace the traditional sand-cement mix application processes with its new adhesive products, which are stronger, more durable and flexible.

Traditional sand-cement mixture fails in processes like vitrified tiles, exterior cladding, swimming pools and when fixing tiles on existing flooring material without removal of existing tiles and base.