Strengthening market share the eco-friendly way

With consumers in India becoming more environmentally conscious, DKSH helped LCY Chemical to promote its eco-friendly thermoplastic elastomer (TPE) products to successfully strengthen its presence in the local market. TPE products are non-toxic eco-friendly alternatives to hazardous phthalate-based PVC formulations. They are REACH and FDA approved as well as being recyclable.

Challenge

The challenge from the client was to come up with innovative ideas to market and promote the use of TPE products within several segments in India’s styrene ethylene butylene styrene (SEBS) market, including stationery, toys and consumer products.

Because this was a new concept for these targeted segments, there was a need to educate both customers and consumers on the environmentally-friendly benefits of TPE products.

Approach

To win over the market, DKSH helped LCY Chemical to focus its efforts on providing better support to its “Tier-A” customers and to extend its services to small and medium-sized enterprises (SME), particularly those that were not able to import directly or preferred to buy from local suppliers.

DKSH also emphasized delivering faster technical solutions, providing useful market insights, offering better stock management and improving overall services to all levels of LCY Chemical’s customers. With the support of four techno-commercial teams in India, DKSH helped the client to cover nearly all the regions across the country.

Result

Because of this partnership, the client won over a major share of the styrene ethylene butylene styrene (SEBS) market in India. LCY Chemical achieved a record-breaking year in India with a nearly two-fold sales revenue increase as compared to the previous year.

From this success, the client is looking to increase its market share in India by expanding their production capabilities and promoting their products to other industries such as adhesives.