A technically competent and marketing driven orientation differentiates us. It gives us the competitive advantage to provide our customers with technologically advanced formulating solutions that are competitively aligned with today’s market trends and tomorrow’s industry forecast. We are a technically oriented organization with a market trend vision.

Sustainability, convenience, efficacy and going beyond the basic functions of cleaning to provide extra caring for the hands, clothes and surfaces are key trends impacting consumer demand and new product development in the H&IC market. Consumers are more informed than ever on the value vs. performance of their products and seek out brands that deliver all the above.

Consumers are more in tune to the fact that eco-responsibility is increasingly important, not only personally but at multiple levels of awareness and are increasingly demanding of transparency from the brands they use. Green and natural in home care focuses on the environmental factor of sustainability as protecting our natural resources, this continues to be the main driver behind the growth of natural household care products.