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| Paint&pintura | Março 2014
Good Signs
Brazilianmanufacturersaremovingandtakingactiontoboost
growth in the marketplace, with numerous investments in
production plants, capacity expansions and new product de-
velopments.Inthisissue,Paint&PinturaMagazinebringsyou
great examples of companies who are investingmassively in
the Brazilianmarket. On such company is AkzoNobel, whose
PowderCoatingsbusinessisbringingmajornewdevelopments
fortheindustrythisyear,withaparticularfocusonsustainabil-
ity.“TheBrazilianandSouthAmericanmarketsareveryimpor-
tantandstrategictoAkzoNobel.Theystillrepresent4percent
of the global market, but the goal is to reach6percentwithin
fiveyears.AkzoNobelishasaverysubstantialleadershipinthe
globalpowdercoatingsmarket,andourstrategyforBrazilisto
become leaders in those segmentswhicharemore attractive
to our company. We can leadmost of these segments, in for
thosewestilldon’tlead,wearepursuingleadershipthisyear,”
anticipates Gustavo Carvalho, business manager AkzoNobel
Powder Coatings in SouthAmerica.
CheckoutthefollowingpagesforaspecialinterviewwithGus-
tavoCarvalhoandAkzoNobelPowderCoatingstechnologyand
marketingmanagerHectorLoyola,whoprovidedetailsofthe
company’sentirestrategyandthemaininnovationsandtech-
nologies beingbrought to customers in theBrazilianmarket.
In addition toAkzoNobel, other companies are also investing
and banking on the Brazilian market. This is most certainly a
positive sign that the paint industry is introducing new tech-
nologies and boosting growth, and that the marketplace is
maturing.
This issue also shows you other cases of companies who
are betting on the industry and making significant investments,
such as Thor Brazil, which has been through a transition phase
since 2010, when the company made its first substantial invest-
ment in Brazil, to the tune of US$ 2 million, in a new plant that
covers an area of approximately 4,000 squaremeters located in
Barueri, São Paulo.
As for companies entering the Brazilian market with new fa-
cilities, we can name Toyo Ink, for example, which is opening a
production plant in Jundiaí, São Paulo, and Datacolor, which has
already opened its newest branch in the district of Barra Funda,
SãoPaulo. AxaltaCoatingSystems isgoing toexpand its capacity
for water-based products at its Guarulhos plant, São Paulo. The
plant expansion will be completed this year, which is the third
year of US$ 32-million investment program.
These are only a fewof themajor investments beingmade in the
paint industry, which represent an excellent sign for growth in
the industry and, as a result, the Brazilian economy.
Lucélia Monfardini
Interview - A Sustainable Strategy
AkzoNobel invests in the Brazilian market and brings new
technologies and innovations with a sustainable appeal in
powder coatings.
AkzoNobel’s Powder Coatings business has been making
massiveinvestmentsintheBrazilianmarketandisintroducing
great newdevelopment for the industry this year, which are
particularly focusedonsustainability. Thecompanyprovides
powder coating solutions for a wide variety of applications,
including functional powder coatings for auto parts, archi-
tecture, furniture and general industrial applications. The
products are solvent-free coatings applied tometal surfaces
with an electric charge.
AkzoNobelhaslaunchedalineofTGIC-freecoatingsinlinewiththe
global trend towards sustainability, as triglycidyl isocyanurate has
already been banned in Europe. In Brazil, MSDSs (Material Safety
Data Sheets) will be require chemicals containing TGIC, which is
considered toxic and harmful to human health, tobe labeledwith
the open chest image that symbolizes the product contains amu-
tagenic substance.With this inmind, AkzoNobel has taken a head
start and is bringing TGIC-free coatings into the Brazilian market
for the architectural segment.
AkzoNobel is currently the global powder coatingsmarket leader
andintendstoachievetheleadingpositioninBrazil,too,byintrodu-
