Cognis first opened a liaison office in India in February 2008, with the aim of bringing the company closer to its customers in the region and gaining a greater understanding of local markets. The new affiliate will continue to grow Cognis’ business in India, and highlights the importance of this region.
Cognis’ success is based upon its focus on high-growth, high-demand areas which are driven by the wellness and sustainability trends. This is why the company is increasingly devoting resources to its operations in the Asia-Pacific region, which is now its third biggest market after Europe and North America. India is one of the world’s most important emerging markets, and this is why Cognis opened the liaison office there in 2008.
Since it was established, the office has helped Cognis gain a greater understanding of the Indian market, as well as enabling it to anticipate developments there more quickly. It has also helped strengthen relationships with existing customers, distributors and suppliers, identified and initiated new business opportunities, and raised awareness of Cognis’ products and services in local markets. The decision to found the new affiliate marks another milestone for Cognis in realizing business opportunities within the Indian market. It also reflects the success of the liaison office, as well as the significant growth achieved by Cognis in India in the last few years. For example, in 2008, Cognis’ sales in India grew by some 30 percent.
Cognis India will employ technical and commercial managers to work on behalf of all three of the company’s strategic business units – Care Chemicals, Nutrition & Health, and Functional Products. To demonstrate product benefits and answer questions on application technologies onsite, Care Chemicals and Functional Products will also establish technical service facilities in India. To grow Cognis’ business in India, the company will continue to explore options for establishing local sourcing and production facilities.
“We still see India and the whole Asia-Pacific region as a market with significant growth potential that fits perfectly with Cognis’ strategy,” said Guido Appl, general manager of Cognis India. “Many of our existing and potential customers are also exploring business opportunities in India, and our direct links in the country have enhanced our customers’ confidence and helped us give them the competitive edge they need to succeed. Opening the liaison office proved to be a valuable strategic step, and showed the potential within this market, which in turn prompted our decision to establish a full affiliate.”