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Borouge, a leading provider of innovative, value creating plastics solutions, reinforced its position as a leading strategic business partner and polyolefins supplier to the Chinese plastics industry at Chinaplas 2013, the largest trade fair for plastics in Asia, held in Guangzhou from May 20-23.
With the expansion of its Abu Dhabi-based plant’s annual capacity of polyethylene (PE) and polypropylene (PP) to 4.5 million tonnes per year (t/y) by 2014 and continuous investments in infrastructure and people, Borouge is expanding its operations to contribute to growth of demand for polyolefins in Asia which is expected to grow to 100 million tonnes by 2020, and in the Chinese polyolefins market which is expected to surge from 32 million to 59 million t/y during this decade.
“Borouge is on an exponential growth journey as we reinforce our business momentum in Asia,” said Wim Roels, CEO of Borouge’s Marketing & Sales Company at the opening of Chinaplas. “As Asia continues to experience impressive growth in several industrial sectors benefiting from increased urbanisation and the growth of mega-cities, Borouge is well positioned to meet the market demand for innovative plastics solutions for pipe systems, wires and cables, automotive components and advanced packaging applications.”
“To address the needs of our growing customer base, we plan to open five new offices in Bangkok, Delhi, Ho Chi Min City, Jakarta and Tokyo in 2013, expand our supply chain network across Asia and increase our marketing and sales support organisation.”
Enhancing business growth in Asia North
Borouge announced the formation of an enlarged Asia North region in April 2013 consisting of Greater China, Japan and Korea to better position the regional organisation to support the increase in production volumes.
“We are excited about Borouge’s growth strategy and are aggressively making preparation for the expansion of our business, introducing several key initiatives in 2013 as the cornerstone of our regional strategy,” said Vincent Ong, Senior Vice President of Asia North. “Demonstrating our ongoing commitment to innovation and service excellence, our Shanghai organisation will be relocated to Pudong by the first quarter of 2014 as a regional centre for Asia North that will comprise an expanded sales office and state-of-the-art Application Centre.”
“We will execute a so-called “Go West” strategy to strengthen our business development in western China in alignment with the Chinese government’s 12th 5-year policy. We will also expand our logistics network to include warehouses in Tianjin and Ningbo by the end of 2013 to strengthen our existing Shanghai and Guangzhou logistics hub network and better serve our customers. In addition, we will establish a representative office in Tokyo to enhance our business development in Japan.”
Value Creating through Innovation
Borouge believes that innovation drives growth and it is the heart of the Company’s business success. The demand for safer food packaging and consumer packaging as well as high quality urban infrastructure is reflected in the growth of Borouge’s advanced packaging, pipe and wire and cable businesses.
“We work in partnerships with our customers throughout the value chains on developing new innovative product offerings and applications, relying on the most advanced technologies that are key drivers for Borouge’s innovation capabilities,” commented Vincent Ong.
Borouge’s Bormod™ HD915CF won the Sustainable Packaging Technology Award in China’s Packaging Technology Innovation and Sustainability Development Forum, making it the first cast PP grade with Borealis Nucleation Technology (BNT) to gain such recognition in China.  In addition, GB306SAFC, a unique short glass fibre reinforced PP produced at Borouge’s Compounding Manufacturing Plant in Shanghai, has replaced polyamide for the production of air intake manifolds in VW’s established international automotive brands.
Supporting its corporate mission ‘Value Creation through Innovation’, Borouge is currently completing a USD 70 million Innovation Centre in Abu Dhabi. It will work with the European Innovation Centres of Borealis as well as with local and international educational institutions to further develop new innovative solutions. Borouge’s R&D Application Centre and Compounding Manufacturing Plant in Shanghai will be expanded to address the local requirements and innovations in the automotive market in China.
Last year, Borouge achieved step change in innovation by filing its first patent application for protecting the intellectual property rights of a new PP blend that will be used for technical appliances such as air conditioners.
Borouge harnesses unique proprietary technologies such as Borstar® to produce sustainable innovative plastics solutions that contribute to addressing global challenges such as climate change, food protection, access to fresh water and sanitation, energy conservation, waste management and healthcare. Borouge highlighted and demonstrated a wide range of value added solutions with the largest booth at the Chinaplas fair.
Committed to social responsibility, Borouge signed a partnership agreement with the China University of Petroleum in Beijing on the first day of Chinaplas, extending the coverage of its sponsorship programme to five Chinese universities.
“Moving forward Borouge will continue to invest in capacity, technology, innovation, customer and technical services, talent development as well as local infrastructure and partnerships,” added Vincent Ong. “Together with our customers and partners, we serve industries’ burgeoning demand for plastics applications generated by the continuous economic growth and rapid urbanisation in China.  We have a clear vision of shaping the future with plastics.”
Borouge was established in 1998 as a joint venture between the Abu Dhabi National Oil Company (ADNOC) and Austria based Borealis, a leading provider of chemical and innovative plastics solutions. It is a groundbreaking international partnership at the forefront of the next generation of plastics innovation.
Borouge’s Board Members and senior management with Rashed Saud Al Shamsi, Chairman of Borouge’s Marketing & Sales Company, (centre) at the Chinaplas 2013
An overview of Borouge’s busy stand at the Chinaplas 2013
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