 "Diversey is trying to upgrade hygiene standards in India: Himanshu Jain")
A part of $7.5 billion Sealed Air, Diversey Care is one of the leading global brands providing sustainable cleaning, sanitation and hygiene solutions across the industries. In conversation with Rakesh Rao, Himanshu Jain, Managing Director & Vice President - Indian Subcontinent, Sealed Air, explains the significance of cleaning & hygiene in industries and why it is imperative to provide training for optimum results.
Diversey has been conducting customised training programme for its clients. Why so emphasis on training?
Diversey provides institutional cleaning and hygiene solution comprising chemicals, equipment, mops & tools, and most importantly training to use them effectively. Diversey Care business have made significant penetration in the market. We have been experience growth of 20-22% in India for last few years. We contribute significantly to our target customers by helping them organise their cleaning and sanitation requirements professionally with right cost-structure and right results.
Chemicals & equipment account for just a small part of the cleaning process, but for right solution it is important to know how to use these effectively. Hence, training plays a big role.
Cleaning products should be applied efficiently – neither less nor more. If these products are used more than it will increase the cost. On the other hand, sub-optimal usage could mean inadequate cleaning, thus making the facility unhygienic and exposing it to germ attack.
Our emphasis is on training of the users (who may be janitors or plant operators) so that they use cleaning chemicals responsibly and effectively to get right bang for the buck.
Which are new initiatives taken by Diversey in India to augment distribution?
The most important initiative taken by us is to develop channels for augmenting our distribution reach. At present, we are catering mostly to the high-end restaurants and hotels, which occupy top of the pyramid accounting for only a fraction of the population. Through channels we want to reach out to the middle of the pyramid market.
In the first stage, we are trying to tap Udipi-kind small restaurants. We are doing it through distribution route and modern retail chain by being present at cash & carry wholesale retail stores.
We are in the game of creating market by upgrading cleaning and hygiene (C&H) standards in the country. As the standards keep going up, it will benefit us and we will keep progressing.
ALSO READ: Sealed Air India receives prestigious Porter Prize for creating distinctive value
Diversey intends to tap customers who are willing to understand the concept we have. As people see success coming through it, we are confident that more will adapt our solutions.
Potential of growth, given number of food joints and hotels present in the country, is humongous. Companies today rely more on guest houses than hotels. The only way to grow is by expanding the market because conventional segments are getting saturated. Diversey is targeting unconventional segments, which are considered to be low down on C&H parameter. By continuously engaging with them, we want them to make a move towards better C&H standards.
Are institutional and industrial clients ready to make a shift from traditional ways to new modes of cleaning?
We offer value-for-money solutions in an organised way. Though industries today are inclined towards doing things in an organised manner, the attention required for cleaning & hygiene processes is still low. But, if you show them the results they are ready to make the shift.
For lot of restaurant owners, cleaning & hygiene is still not a factor to be given enough attention. There is a willingness, but the efforts required to convert this into business is huge. An average gestation period is 6-months, sometimes it is about a year to one & half years.
MNC fast-food chains bring global practices into their Indian operations, hence they are already aware of modern cleaning & hygiene solutions. But, now even local players are showing keenness to make a shift towards high cleaning & hygiene standards. We are able to convert many Indian-owned fast-food chains who are using conventional cleaning methods to Diversey products because they see value in it.
How do you cater to manufacturing sector?
In manufacturing sector, we provide our solutions to food & beverage (F&B) and engineering companies. In F&B industry, we are involved in the processes itself such as washing bottles for carbonated soft drinks (CSD), milk processing, vegetable processing, etc.
For engineering companies, we provide cleaning solutions in common areas such as canteen, workplaces. Engineering companies are aware that workplaces should be clean in organised way, and hence, they look for mechanised cleaning, which is more efficient and reliable. This is a big market for us.
So, in engineering companies, it is facility hygiene, while in F&B industry, it is process hygiene, where we ensure that the final product being manufactured is not contaminated.
Why cleaning/washing process is important for any manufacturing facility from sustainability point of view?
For India, the biggest challenge in next 20 years will be water. We are not realising it today. India is one of the most water scare countries in the world, with high population density.
For example, there are areas in the country where companies have to buy water from tankers for their manufacturing facilities. And once this happens the whole economics goes for a toss. Hence, steps should to taken to first use water sensible and then recycling the used water.
ALSO READ: Diversey offers eco-friendly solutions for green cleaning
The biggest water consumption in any industry is cleaning. So any technology that alters the water consumption in cleaning makes a big difference to the sustainability of the industry. More than sustainability, it is business continuity issue with water resources becoming scare. Some business leaders are able to see, while others are not.
How does cleaning solutions of Diversey help save water in a manufacturing facility?
We provide technologies which reduce water consumption in cleaning. In laundry, we have a technology which reduces energy consumption by 50% and water usage by 30% for cleaning. Similarly, in beverage industry we provide technology which requires just 3 shorter cycle of cleaning instead of 5 cycles in the conventional methods.
What is the outlook for cleaning chemicals & equipment market?
The way we look at the market, it is growing very fast, about 15-20%, because conspicuous consumption is going up. People are eating out more frequently and are traveling much more. The aspirations of Indian people are pushing them up. Hence, the future is bright.
(This was featured in Business Standard newspaper on January 24, 2014)
Diversey has been conducting customised training programme for its clients. Why so emphasis on training?
Diversey provides institutional cleaning and hygiene solution comprising chemicals, equipment, mops & tools, and most importantly training to use them effectively. Diversey Care business have made significant penetration in the market. We have been experience growth of 20-22% in India for last few years. We contribute significantly to our target customers by helping them organise their cleaning and sanitation requirements professionally with right cost-structure and right results.
Chemicals & equipment account for just a small part of the cleaning process, but for right solution it is important to know how to use these effectively. Hence, training plays a big role.
Cleaning products should be applied efficiently – neither less nor more. If these products are used more than it will increase the cost. On the other hand, sub-optimal usage could mean inadequate cleaning, thus making the facility unhygienic and exposing it to germ attack.
Our emphasis is on training of the users (who may be janitors or plant operators) so that they use cleaning chemicals responsibly and effectively to get right bang for the buck.
More From This Section
Which are new initiatives taken by Diversey in India to augment distribution?
The most important initiative taken by us is to develop channels for augmenting our distribution reach. At present, we are catering mostly to the high-end restaurants and hotels, which occupy top of the pyramid accounting for only a fraction of the population. Through channels we want to reach out to the middle of the pyramid market.
In the first stage, we are trying to tap Udipi-kind small restaurants. We are doing it through distribution route and modern retail chain by being present at cash & carry wholesale retail stores.
We are in the game of creating market by upgrading cleaning and hygiene (C&H) standards in the country. As the standards keep going up, it will benefit us and we will keep progressing.
ALSO READ: Sealed Air India receives prestigious Porter Prize for creating distinctive value
Diversey intends to tap customers who are willing to understand the concept we have. As people see success coming through it, we are confident that more will adapt our solutions.
Potential of growth, given number of food joints and hotels present in the country, is humongous. Companies today rely more on guest houses than hotels. The only way to grow is by expanding the market because conventional segments are getting saturated. Diversey is targeting unconventional segments, which are considered to be low down on C&H parameter. By continuously engaging with them, we want them to make a move towards better C&H standards.
Are institutional and industrial clients ready to make a shift from traditional ways to new modes of cleaning?
We offer value-for-money solutions in an organised way. Though industries today are inclined towards doing things in an organised manner, the attention required for cleaning & hygiene processes is still low. But, if you show them the results they are ready to make the shift.
For lot of restaurant owners, cleaning & hygiene is still not a factor to be given enough attention. There is a willingness, but the efforts required to convert this into business is huge. An average gestation period is 6-months, sometimes it is about a year to one & half years.
MNC fast-food chains bring global practices into their Indian operations, hence they are already aware of modern cleaning & hygiene solutions. But, now even local players are showing keenness to make a shift towards high cleaning & hygiene standards. We are able to convert many Indian-owned fast-food chains who are using conventional cleaning methods to Diversey products because they see value in it.
How do you cater to manufacturing sector?
In manufacturing sector, we provide our solutions to food & beverage (F&B) and engineering companies. In F&B industry, we are involved in the processes itself such as washing bottles for carbonated soft drinks (CSD), milk processing, vegetable processing, etc.
For engineering companies, we provide cleaning solutions in common areas such as canteen, workplaces. Engineering companies are aware that workplaces should be clean in organised way, and hence, they look for mechanised cleaning, which is more efficient and reliable. This is a big market for us.
So, in engineering companies, it is facility hygiene, while in F&B industry, it is process hygiene, where we ensure that the final product being manufactured is not contaminated.
Why cleaning/washing process is important for any manufacturing facility from sustainability point of view?
For India, the biggest challenge in next 20 years will be water. We are not realising it today. India is one of the most water scare countries in the world, with high population density.
For example, there are areas in the country where companies have to buy water from tankers for their manufacturing facilities. And once this happens the whole economics goes for a toss. Hence, steps should to taken to first use water sensible and then recycling the used water.
ALSO READ: Diversey offers eco-friendly solutions for green cleaning
The biggest water consumption in any industry is cleaning. So any technology that alters the water consumption in cleaning makes a big difference to the sustainability of the industry. More than sustainability, it is business continuity issue with water resources becoming scare. Some business leaders are able to see, while others are not.
How does cleaning solutions of Diversey help save water in a manufacturing facility?
We provide technologies which reduce water consumption in cleaning. In laundry, we have a technology which reduces energy consumption by 50% and water usage by 30% for cleaning. Similarly, in beverage industry we provide technology which requires just 3 shorter cycle of cleaning instead of 5 cycles in the conventional methods.
What is the outlook for cleaning chemicals & equipment market?
The way we look at the market, it is growing very fast, about 15-20%, because conspicuous consumption is going up. People are eating out more frequently and are traveling much more. The aspirations of Indian people are pushing them up. Hence, the future is bright.
(This was featured in Business Standard newspaper on January 24, 2014)