Berger Becker Coating Pvt Ltd
Employing local workforce has been the central philosophy for Berger Becker plant in Goa
Industrial estates in Goa are home to some of the prominent multinational corporations. Its credit goes to liberalisation, which had changed the face of industries based in Goa. When it comes to the manufacturing sector, Goa has proved its mettle in housing renowned names. One such company is Berger Becker Coating Pvt Ltd. based at Pilerne Industrial Estate.
“It is a great honour to receive the GreenPro Certificate. We are proud to see that our continuous commitment to sustainability is rewarded and that we are the first paint manufacturer in the coil coatings industry to receive this certification” Rajesh Mehrotra – Managing Director, Berger Becker Coating Pvt Ltd
Berger Becker is a Joint Venture Company between Berger Paints India Ltd., and Becker Industrial Coating, Sweden, where Becker holds a 51% stake. The company has seven Directors, out of which three are from Berger Paints (I) Ltd., and the rest from Beckers Group. The Indian directors are based in New Delhi while the directors from Beckers Group are based at Berlin and Kuala Lumpur. The joint venture was formed in the year 1997 to promote special industrial paints – coil coating to steel and aluminum industry.
Beckers is the one of the largest privately owned group in Europe. The group is active in three business segments – coil coatings, special coatings and consumer design finishes with operations spanning four continents. They believe in providing services to all their global customers.
British Steel, UK had decided to form a joint venture with Jindal Steel in 1997. Accordingly, Beckers planned to be in India and during the year 1997 a joint venture between BBCPL and BIC-Sweden was formed.
“The market was very small and was confined to the western part of the country, then. Hence, both the partners decided to set up the plant in the west,” says Rajesh Mehrotra, Managing Director, Berger Becker Coating Pvt Ltd.
Berger Paints has a unit in Kundaim Industrial Estate and it was mutually decided to set a small plant in Goa in the Berger factory itself. “From the year 1997 to 2003, we operated from Berger Kundaim Plant on sub-leased premises. After the joint venture, land was procured at the Pilerne Industrial Estate and the plant was inaugurated in November, 2004. Manufacturing at the Pilerne Plant began in March 1998 to service customers in the western part of the county – with world class technology,” Mehrotra adds.
Berger Becker supplies industrial paints (coil coating paints) to all steel majors – JSW, Bhushan Steels Ltd., Bhushan Power, Uttam, National Steel Ltd., Indian Steels, Tata Blue Scope, ACCIL, CRIL etc. – for manufacturing of pre-coated sheets which is used in construction, appliance making, and furniture manufacturing.
The product line of Berger Becker includes coil coating paints, industrial coatings for ACE (agriculture, constructions and earth moving equipment); special paints for consumer electronic industry (mobile phones, helmets, TV cabinets etc).
The products made by the company is known to be flexible, durable, colourfast and multi-resistant. The coil coatings are designed for survival in the toughest conditions – indoor or outdoor. They can be made corrosion, abrasion, scratch or UV resistant, antibacterial, self-cleaning or thermally reflective.
Besides selling paints to different industry, Berger Becker provide 24 x 7 technical services to all its customers. Accordingly, technical service executives are based at different locations across the country.
Highlighting some of the challenges of manufacturing in Goa, “All raw materials have to be sourced from outside Goa. Hazardous waste disposal is not available in the state; hence we have to send this waste to Taloja in Maharastra. There is frequent power fluctuations and load shedding,” laments Mehrotra.
To believe in team work and employ local manpower has been the central philosophy of the Berger Becker plant in India. Apart from that, they believe in 100% customer orientation and satisfaction.
Berger Becker has many strong points to their credit; but they are known for their quick delivery, 24×7 technical service and total solutions on the spot.
Berger Becker has a local R&D establishment based in Goa. JV Partner Becker’s centralised R&D Labs are at Liverpool, UK and at Kuala Lumpur, Malaysia. The JV has been customising products to suit the Indian environment from their Goa site.
On being asked about some famous project the company was officially tied up with India, Mehrotra lists Delhi Metro, Mumbai Metro, Nagpur Metro and many airports in India and also the Tribhuvan International Airport, Nepal. He adds, “The long term goal of the company is to service each and every customer in India, Nepal and Bangladesh with internationally proven technology and services and also to improve our market leadership position.”
In 2016, Berger Becker has set up another plant in Nagpur to service customers in the North and East of the country. They are in the process of expanding capacity at Nagpur, Maharashtra.
“We are fortunate to get world class technology from Beckers. Besides technology, Berger Paints has a huge experience of running the paint industry in India, which has helped us to grow and build our business in India,” Mehrotra says.
The company feels honoured to have received Green Pro Certification Award from IGBC-Jaipur (CII) for Green Products (Beckry Therm, PVDF & SDP).
According to a report published by Green Business Centre, Beckers Group is the first coil coating company to receive the GreenPro Certificate, a product certification given by the Confederation of Indian Industry (CII-GBC), which recognised Beckers’ Beckry Therm paint systems as sustainable throughout their life cycle.
“The certificate aims to enable builders and architects to make an informed choice about sustainable products. During the approval process, the CII-GBC checked Beckers’ quality management system, production facilities and the product functionalities regarding their sustainability. The unique properties of Beckry Therm to save energy with enhanced durability make the coating extremely suitable for green building projects,” added the report.
“It is a great honor to receive the GreenPro Certificate. We are proud to see that our continuous commitment to sustainability is rewarded and that we are the first paint manufacturer in the coil coatings industry to receive this certification,” exclaims Mehrotra on receiving the award.
“Environmental responsibility is an integral part of our company. We aim to shape our society’s sustainable development and the GreenPro Certificate is an important milestone in Beckers’ journey towards a more sustainable world,” adds Chetan Prakash, Vice President, R&D and Works, Berger Becker Coatings India.
Sometimes the success of the company is in synchronisation with its employees. Rajesh Mehrotra, who was the first employee of the company and joined as Deputy General Manager on 1st Sept 1997 has climbed the ladders of success together with the company’s continuing growth. He was promoted as General Manager, Vice President, Sr. Vice President, Chief Operating Officer, Chief Executive Officer and in 2014, he became the Managing Director of the company.
Continuously improving the product line and doing the best possible welfare for the employees has been the driving factor for leadership in Rajesh Mehrotra. At the same time he says that, “Promoters of Berger and Beckers have been a great source of inspiration for all of us.”
The team headed by Mehrotra has been focused towards a goal of achieving a turnover of 1000 crores in revenue. On being asked about the biggest accomplishment of the company, Mehrotra says, “Developing this business in India from concept selling to international level, today is hugely satisfying.”
Rajesh Mehrotra has been part of some of the largest business associations in Goa. Namely GCCI, GMA, CII etc. where he has contributed his learnings and expertise to the industry.