Selic, a Thai manufacturer that specializes in adhesives shows how embracing innovation has helped it expand beyond local markets.
Adhesives are an integral part of everyday objects. From food and beverage packaging, footwear, sports equipment, furniture to books, adhesives are utilised across various industries. As demand for adhesives grow, the worldwide adhesive industry is expected to reach US$59.7 billion in 2020 with the Asia-Pacific region accounting for the highest growth.
Thai company Selic, founded thirty-seven years ago, is a big exporter and producer of industrial adhesives catering to a broad range of business sectors.
“The most important thing Selic offers is innovation,” says Ek Suwatthanaphim, CEO of Selic Corporation. “We focus on technology, solutions, quality and service, which enable us to compete internationally. Our products are tailor-made for each customer and the quality is consistent. Service is also crucial as we give adhesive technical training and support.”
Selic produces a variety of adhesives from contact cement, water-based adhesives to hot melt adhesives, with each suitable for different materials and industries.
“Now we are working on procuring raw material domestically, which allows the company to manage our supply chain efficiently,” says Suwatthanaphim. “An innovation that our researchers are working on with King Mongkut's University of Technology Thonburi is how to use cassava and sugar cane in producing biodegradable acid hot melt adhesives, which is expected to be completed in 2019.”
Suwatthanaphim adds that in the past 10 years Selic has dedicated more resources to R&D to increase exports. Selic’s R&D laboratories are separated into an R&D lab, an analytical lab and an application lab where products are tested before shipping to customers. The company also uses more eco-friendly raw materials while developing low volatility organic compounds to reduce its impact on the environment.
In 2016, overseas sales increased by 90%, mostly due to orders from Asia and Africa. Selic’s products are now exported to 27 countries worldwide, with Australia and Vietnam also growing markets.
However, Suwatthanaphim feels that customer trust, rather than technology is what fuels business growth. “I still believe that the best interaction you can have with customers is face-to-face,” he says. “Customers need to be able to trust us and to know that we can find solutions for their products.”
Selic was also awarded the Thailand Trust Mark, or T Mark symbol, by the DITP in 2016. This guarantees the company’s environmental and social commitment, fair labour practices, and that its products are of the highest quality.
For more information, visit www.seliccorp.com
Words by Pimsirinuch Borsub