Issue 13^th: 29 Sept 2014

Horizon Thailand talks to the head of Beger Paints about the future of the Thai paint industry and how the company customises its products for the Thai market.

Worawat Chaiyosburana of Beger Co., Ltd and his proud flagship paint product.

Can you explain what Beger does?
Beger Co. Ltd. is a genuine Thai paint company with flagship technology-infused paint products contoured to Thailand's weather and local wood construction. Beger's ultimate goal and motto is to create and produce today's future paint.

How did you get into this line of business?
Fifty years ago, Thailand imported paint from abroad, and some overseas paint company established their factories here. Those paints were made according to foreign weather [conditions], which were not suitable for Thailand's strong sunlight and hot climate. Therefore, my father started Beger Co. Ltd. in 1961 with the goal to produce paints that suit Thailand's then vast wood buildings and the Thai weather. We wanted to be the first Thai paint company with our own R&D and know-how customised for Thailand.

Why the name Beger?
During the sixties, most popular products sold in Thailand held foreign names. As we were initially using German raw materials and production process, we decided to go for a German-sounding name, Beger.

What are Beger’s standout products?
One highlight is Beger Shield paint which uses the innovation Polytetrafluoroethylene or Teflon by DuPont, to produce a paint that helps reflect heat waves and sunlight. Another is Beger Cool UV which received the National Innovation Award 2012 by the National Innovation Agency for using NASA’s insulation technology as a heat reflecting innovation. Ultimately, Beger’s paints can help reduce the use of air conditioners and eventually help lower CO2 used in the production of electricity.

How big is the Thai paint industry?
It’s valued at 23 billion baht (US$714 million) a year.

What do you think is the outlook for the Thai paint sector?
It is growing. According to suppliers, 2015 will see a brighter future as the real estate industry catches up with the world’s development. If the construction industry does well, the paint industry does well too. One distinguishing factor about Thailand’s paint industry is that we have many paint mixing machines, which contribute to the fast development of the paint industry. We catch up well with changes, developments and, of course, the modern trade.

What opportunities do you think the AEC will offer Thai paint companies?
The ease of access to a greater workforce from ASEAN countries will help generate more construction and developments, which will definitely need paint. Also, the trade around the border will pick up, so we can sell more paint to local construction sites. As soon as the economy starts to improve, more construction can be anticipated and more paint will be sold.

What are your plans for 2015?
Our company aims to look for new business alliances, partnerships, joint ventures, and all forms of business relationships. We are ready to use our know-how, R&D, and innovations to make customised paints for different countries with different environments. There will also be a lineup of new paint products in 2015.

For more information, please call (+66)2611 3434 or visit http://www.beger.co.th