Benson Polymers Limited set foot into the speciality adhesives domain to cater a range of products for the signage/footwear industry and many others spread in every nook and corner of India. The company figured out all challenges and managed to stand out with a dedication to provide the best bonding solutions in fastening/joining of media flex to sign makers, printers, installers, etc. Mr Kapil Jain, Director - Marketing, Benson Polymers Limited, in an interview with Industrial Products Finder shares the company's introduction of Polyfix brand of adhesives that has eventually curbed the difficulties in fabrication, cost factor, delivery schedule, etc.

How did the foray into the adhesives begin?

Benson Polymers Limited has been in the adhesive industry over the last 25 years, initially engaged solely in the water-based adhesive sector. But the company's big turn took place during the last three years with the introduction of Polyfix brand, one of the most sought after adhesive products in the contemporary Indian signage market. The saturated market situation and highly competitive market atmosphere among adhesive manufacturers as well as our aspiration to mark a new milestone in speciality product category infused us to finally launch Polyfix, rather an advanced adhesive than any conventional product.

What was the early response like?

Introduction of Polyfix has brought in a radical change in the company's overall business set-up. Earlier, we could not handle instant delivery of our products before 10 days of orders. But we have improved ourselves with dedicated support from our team of around 40-strong staff working at the best professional level. Today, the company feels and understands the pulse of customers and delivers tailor-made range as per their demands and requirements.

What are the main user segments?

Around 70 per cent of Polyfix products go to the signage sector. This range is perfectly designed for fixing frames (flex media on iron frames) and joining flex-to-flex, etc. Customers demand Polyfix adhesives for some basic advantages like fast fix, cost effectiveness, high strength and quality consistency. When you're standing on top of a high tower to fix a huge sheet of flex on a frame, how long could you wait to dry the adhesive? Polyfix is quite an instant product capable to glue any film/flex within 3-4 seconds.

What are the different types or grades?

Grades of Polyfix products are categorised as per the nature of media to be fixed. Adhesives manufactured for flex materials are different from those for acrylic sheets, which should be freed from any smear on the surface. That's why we maintain all these cautions while delivering our products to end-users. Texture or feature of a media, where Polyfix would be applied, is decisively observed whether it's thick, thin, transparent, white, coloured banner or anything. So it all depends on actual end use. But there are other alternatives available today, so how does that impact the adhesives business?

The main market competitor in this niche segment is seaming machines, which work effectively in fixing huge media in buildings or tower wraps. But the seaming machine has a limitation as its capability lies only in the parameter of ridging huge flex materials. The machine fails when it comes to fitting flex sheets on to iron frames or joining small/medium-size media. The foremost aspect of Polyfix is its cost effectiveness and it is not possible for every player in the industry to afford seaming machines, which is quite expensive compared to buying an adhesive bottle. And the ultimate fact is that even after buying a seaming machine, everything about fixation of flex materials cannot be done without adhesives. This is the value of Polyfix adhesive products that we often describe as important an ingredient without which fabrication of a signage may remain incomplete. Polyfix is indeed a product the industry needs.

Your company is into both sourcing and supplying. How does the model work? Around 20 firms work with Benson Polymers on contract basis to produce the end products; and 50 per cent of the company's overall production goes to other allied companies dealing with adhesives in the Indian market through OEM marketing. We supply bulk of packed adhesives to some companies who use their own brands to market the refilled bottles. This is one of the ways to route the products to end customers across the country.

How effective is the distribution network?

Though the company's manufacturing plant is located in Delhi, distributorship/dealership of Benson Polymers products is spread all over India. One very particular about Polyfix products is that the brand has its recognition at national level. While most of the adhesive manufacturers are regional players, Polyfix makes its way across all corners of the Indian signage industry where every customer knows the brand for its quality.

What are the future plans?

The journey of Benson Polymers is always a continuing process to bring new changes on the innovative front. The company's expansion plan foresees brand new industrial adhesives to be unpacked sooner rather than later.

(Benson Polymers Limited, 3, Local Shopping Complex, Rishabh Vihar Market, Third Floor, Kar-Kar Dooma, Delhi 110 092. Tel: 011-22372477, 22376598. Mobile: 092124-30840, 092124-30853. Email: info@polyfix.in)