QS Adhesives Targets Construction Sector

QS Adhesives Targets Construction Sector

The fifteen-year-old Spanish company Químicas Sanz, SL, which manufactures the QS brand of adhesives, has its eyes set on India’s booming real estate sector. The company plans to expand its presence in north India, and aims to cross the Rs. 50 crore turnover mark within three years. At the recently-held Delhi Build Expo, the company’s general manager Manuel Mallebrera Moreno (manuel.moreno@qs-adhesives.es) said, “India is a very responsive country and we want to generate awareness about our products here.”

The company has a wide range of adhesives and sealants, which cater to the footwear, construction, woodworking and packaging industries. There are many do-it-yourself products as well. The company has marketed products worth Rs. 5 crore in its first year of India operations, and now plans to grow in the northern region. “We have a warehouse in Noida, and branch offices in Noida, Delhi, Chennai and Kanpur. We are targeting metros and cities which are witnessing heavy construction work. We are not apprehensive of B-class cities either,” informed Ajay K Gugnani (akg@qsadhesives.com), the Spanish company’s exclusive distributor in India. 

Speaking on branding and promotion, Gugnani said, “We advertise in trade magazines for both, the end-users and dealers. We also plan to appoint at least one stockist in every city. A stockist would have to make an investmentof Rs. 25 lakh to a crore, and will be provided with a trade margin of 15-20%.” Aminimum order of one container is essential, he added. The company organises training programmes in Indiaand Spain for dealers, while its technicalexperts visit India to impart trainingon a regular basis.

According to the company, Pidilite and Sika are its major competitors in the woodworking industry. However, in other sectors, QS Adhesives is the major player.  “Our competitive pricing isour USP. Our product range is wide and can be used for both residential and industrial purposes.” 

Gugnani informed that while sealants are priced between Rs. 75 and Rs. 225 a unit, the woodworking adhesives range between Rs. 133 and Rs. 400 per kg. The hot-melt adhesives are priced between Rs. 136 and Rs. 285 per kg, and waterproofing material costs `110-280 per kg. The target customers are bulk buyers including industries that use adhesives in their manufacturing process.

In the sealants range, QS offers neutral silicone sealants with variants for general purpose, mirrors, swimming pools, marble and PVC carpentry. It’s acetic silicone sealants are used for bathrooms, kitchens, vessels, machinery and pipes, glass and glazing, and plumbing. The acrylic sealants are used mainly for sealing joints and cracks in installations like doors, windows, ventilation ducts, worktops and parquet flooring. While polyurethane sealants are suitable for metallic constructions, tiles fixing and automobile glass windscreens; its assembling sealants are general purpose adhesives for mouldings, panels, frames and floor tiles.