clipping
a lectureentitled“BrazilianPaintMarket:ABriefOutlookon2013
andProspectsfor2020”.
Investments-SinteplastInvestsinBrazilianMarket
AnArgentine-based company specializing indecorative and au-
tomotivepaints, industrial andpowder coatings, Sinteplast has
investedUS$38million itsplant located inEzeiza,Argentina,over
thepasttenyears.Inaddition,US$8millionhavebeen invested in
thewater-basedpaintplant.Itisnotthecompany’sintenttoexpand
only inArgentina,buttogrow inLatinAmerica.
SinteplastsetupaplantinRiodeJaneiroin1999,butonlyfromthis
yearon is it intensifying itsactions inordertogainrepresentative-
ness.“BackinArgentinawearethemarketleader,andweintendto
beasbiginBrazil,too.TheproductswehavelaunchedinBrazilare
unquestionablyhighquality.Webelieveourproductssomuchthat
wegiveafive-yearwarrantycertificateinwritten,”stressesGabriel
Rodríguez,generalmanagerattheSinteplastgroup.
Thecompany iscurrently located inRiodeJaneiroand ismaking
anentry inSãoPauloandEspíritoSanto. “Ourplan is toget the
jobstartedthisyear inMinasGerais,andthentobespreadallover
theSoutheastregionbytheendoftheyear,”Rodríguezreveals.
Sinteplast’sgoal isto introduceanewbrand inBrazil. Itsdirectors
wanttochangethewayinwhichwaterproofingsystemsareused.
Waterproofing issomethingrelatedtoconstruction inBrazil,whe-
reasforusitisconnectedwithprotectionanddecoration,because
whenyoupaintthefaçadeofabuilding,you’reprotecting itfrom
humidityandalsodecorating,saysRodríguez,addingthat inEuro-
pe,Argentinaand theUnitedStateswaterproofing isubiquitous
onbuildings, irrespectiveofsize.Somuchsothatconsumers, ina
preventiveway,alwayschoseproductsthatwillpaintandwater-
proofthesurfaceatthesametime,butnotinBrazil,wherehesees
no such care. “Accordingly, todaypaints andwaterproofingproducts
areshowcased inseparatespacesatstores,andevensoldbydifferent
channels,sopresentingproductsthatplaythedoubleroleofdecorating
andwaterproofing isoneofourchallenges,”Rodríguezexplains.
FocusedonDispersions
Attaining60yearsof existence, Sintequímica startedout in thecityof
Olinda, Pernambuco, where it brought pigment dispersions into the
Brazilianmarket.ItwasfoundedbythebrothersHiltonandAécioDuarte,
whohadthe ideaof introducingdispersions intheregion,whichatthat
timewasamajortextileindustrypowerhouse,becausetherewasnolocal
production,andallmaterialswere imported.
“Aécio,whounfortunatelydied a shortwhile ago,was the ‘father of
pigments’inBrazil.He’sbeenworkingatSunChemical,andthenhetook
theexcellentinitiativeofbringingintoourcountryfromtheUnitedStates
thepigmentdispersion technology. Thecompany founderscarriedon
with this business for threedecades, but the region’s textile industry
eventuallymigrated to theSouth, so the companywas acquiredbya
SãoPaulo-basedgroupcalledPrimatex,whichhadmany technologies
for thetextile industry,butdidn’tproducedispersionsuntil then,”says
salesdirectorMarceloAmaralLeitedeMacedo.
The companies Sintequímica andPrimatex remained together for se-
veral years, until the inevitablesplithappened.Back then, notonlydid
Sintequímica’smanufacturingfacilitiesstayedupandrunning inRecife,
theyalsoexpandedtoSãoPaulo,withlocalinventoriesandlocaltechnical
andsalessupport.“In2011weacquiredthisspace inCaieiras,SãoPaulo,
andstartedproducinghere.EverythinghasbeenbroughtdowntoSão
Paulo, andweno longerhave theOlindasite.However,wedohavea
logisticsupportservicehandlingourcustomersintheregion.Sintequímica
isthetextilemarket leader,witha largeadvantage inthefirstposition,”
Macedopointsout.
