Genk, Belgium - April 8, 2013 - Sumitomo Bakelite Co Ltd Group has unveiled a new identity for its High Performance Plastics Business Unit to customers around the world. From April 8, 2013 the companies forming the business unit will present themselves to the market as one entity, SBHPP.

The creation of SBHPP highlights the worldwide integrated sales and marketing network, and global manufacturing capabilities offered by the manufacturer of phenolic resins, molding compounds and circuitry materials. Customers of SBHPP will benefit from the worldwide available resources and expertise of the global leader in engineering thermoset resins and molding compounds.

SBHPP is represented by 20 companies spanning Asia, China, Japan, Europe and North America. This includes the setting-up of a company base in New Delhi, India, as of April 8, 2013 to further strengthen its support for customers in emerging markets. SBE India Pvt Ltd will include warehousing, marketing and a sales organization to serve customers' needs in the region for plastics and associated materials.

From April 8, customers can access information on all products and services within one, easy-to-navigate website www.sbhpp.com.

Mr Noboru Yamawaki, SBHPP business unit leader, comments: "With 'SBHPP' we are unifying the way we present ourselves to the market. Our new identity clearly identifies us as one business unit, part of a large and established worldwide group our customers can rely on, and committed to exceeding our customers' expectations in material performance, customer service, technical expertise, and product quality."