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WATER MARKET IN INDIA

AND POTENTIAL
BUSINESS IN WATER
SEGMENT
Market Scenario

• DEMAND

– 2008 ~ 2015, polyacrylamide in oil drilling, mining, papermaking and water treatment four
application domain market will to 7.4% annual growth.

– These all market are growing fast , Specially Water Market

• Indian User Market Growth :-

– Water :- 18% every year

– Pulp & Paper :- 7.2 % every year

– Mineral Processing :- 6 % Till 2015


Industrial Water Market

 FOR LARGE-SCALE INDUSTRIAL ESTABLISHMENTS - LARGE CAPACITY


RAW WATER TREATMENT PLANTS/ EFFLUENT TREATMENT PLANTS /
DEMINERALISATION OR RO PLANTS.
FOR SMALL AND MEDIUM-SIZED INDUSTRIAL FACILITIES - PRE-
PACKAGED TREATMENT UNITS AND EFFLUENT TREATMENT PLANTS.

NEW TREND
CURRENTLY FOR NEW PROJECTS, AROUND 80% OF THE WATER
TREATMENT EQUIPMENT IS SUPPLIED THROUGH PARTNERSHIPS WITH
SYSTEMS INTEGRATORS WHICH NEGOTIATE DIRECTLY WITH END-USER
CLIENTS.
GWI ESTIMATES THE WATER TREATMENT EQUIPMENT MARKET ON THE
INDUSTRIAL SIDE AT US$614.8 MILLION IN 2007. THIS SEGMENT IS SET TO
GROW AT A CAGR OF 14.2% DURING THE PERIOD 2007-2012.
Municipal Water and Wastewater Treatment Market

MARKET SIZE

Market for water and wastewater US$5. 902 billion


treatment equipment, services and (INR25552 crores)
chemicals
Market for water and wastewater US$345 million
treatment equipment (INR1429 crores),
Market for water treatment chemicals US$212 million
(INR916 crores).

• The municipal water supply and services market is nearly double the size of the
wastewater treatment market.
• Over-staffing is a problem, with staff employed by utilities ranging from 17 to 33 per
1,000 connections. Most personnel lack adequate training and thus do not contribute
efficiently to the system.
• A major part of the total revenues of India’s water utilities goes towards operations and
maintenance, with little left behind for capital investment.
India Water treatment Market

Polymeric Coagulant
Others & Flocculants
30% Biocides
Polymeric
Coagulant &
Flocculants Ph Adjusters
40%
Defoamers
7% Defoamers

Ph Adjusters Biocides
Others
5% 18%

Total Water Chemical Market 220 m USD

Source : GWI
Market Potential – Industrial Segments

Segment Iron Ore Alumina Clay Zinc Coal


Potential-USD 5.5 m$ 7.0 m$ 5.5 m$ 1.5 m$ 8.0 m$
Main SNF – 85% Nalco- 60% SNF – 80 SNF –90 Nalco – 60
Competitors & SNF – 20% BASF- 5 Others -10 CIBA -20
%rMarket share CIBA – 10% R&H – 5 Kemira-10
Cytec – 10% SNF- 10
Products Binder HXPam/ A Dispersants Flocculant Flotation
(powder) Flocculant Binders aids
Flocculant Defoamers (Liquid) Flocculants
CGM
Market Potential – Industrial Segments

Segments Sugar Textile Inorganic Paper


Coagulants
Potential –m $ 10 3.5 100 20

Main SNF- 40 Nalco -30 Grasim – 30 Local – 60


Competitors & CIBA -35 Local – 35 GACL - 20 SNF – 10
%rMarket share Kemira – 10 SNF - 35 Kanoria – 10 Nalco -10
Others -15 Local – 50 Kemira- 20

Products Polyamine PolyDCD PAC, ALUM Retention/


Flocculant Polyamine /PAC Fixator/Floccula
Antiscalant Blend nt/Antiscalant
Biocide Antiscalant
Competitive Landscape
Competitor group Raw material and Product range (Water Strategic position and intent
manufacturing position chemicals)

In organic Coagulants only Outlet for by-products


Local Players No or limited growth intentions
Grasim / GACL/ Poly Aluminium Chloride in water business
Kanoria / Triveni No application support
High cost competitiveness
Ferric & Non Ferric Virgin and by-product raw In organic Coagulants only Growth focus in water
Alum Producers. materials from the market Limited application support
100’s of small, local Varying cost competitiveness
competitors Good local customer intimacy
BASF Strong backward BASF: Wide portfolio (no Growth focus in water
SNF integration into monomers coagulants) High product portfolio focus
SNF: Flocculants &
Organic Coagulants only
Ashland Formulations, Wide product portfolio Growth focus in water
Nalco varying in-house Strong service offering
GE Water manufacturing
Kemira Long term partnerships for Broad product range in Growth focus in water
virgin and by-product raw organic coagulants and Full in-house product range in
materials smaller range in Flocculants coagulants and flocculants
Limited backward Application and development focus
integration into monomers
3F Chemica Poly Acrylamides and Well Growth focus in water , Mining and
Back ward integrated in the Broad Range in Flocculants Paper
Monomers. and Organic Coagulants Application and development focus
Strong service offering
Competitive Landscape
Water Market India 2009
Competitive Structure
Competitive Landscape
Water Market India 2009
Tiers of Competition
Competitive Landscape
S Multinatio Focus Current Approach to Customer Remarks
No nal Turn over
M$
1 BASF-CIBA All ( Except 15 Unit Price Very strong in the Colorant and surface size and Process
Pulping chemical market. Currently facing stiff competion from
Chemicals) SNF direct marketing

2 Hercules DCA/WQQM 2 Bundle / Cost per ton Very strong in the Deposit control and Biocide program.

3 Nalco Sizing/Deinkin 8 Bundle / Cost per ton Very strong in the ASA and Retention market and WQQM.
g/WQQM Has a few Large Key accounts.

4 Buckman WQM/DCA 4 Unit price Strong in the WQQM market and Biocide market

5 Stephenson Deinking 2 Unit price Very strong in the Deinking & WQQM market.

6 Henju Flocculants 1 Thru Resellers Trying to enter India thru the reseller route but product
WQQM not very successful and price is the only factor.

7 Hopax Dispersants 1 Thru Distbutors Has a small share in the surface size market.

8 EKA Pulping 5 Direct / Unit Price Very strong in the Sodium Chlorate market . Has approx 80
Chemicals % market.
9 SNF Retention/ 10 Resellers(Now Direct) Has shifted its focus to Direct . Killing the CIBA market.
WQQM
10 Kemira All ( Except 8 Direct/ Unit Price Formulate the strategy based on strengths and
Coating oppurtunity.
Binders)
WQQM
Trends Creating Opportunities for Growth

Focus water
Focus on recycling
shortages create
chemicals as
pressure for efficient
regulations affecting our
use
customers in water

Leverage the
Corporate Brand of To do Local
IVRCL & HDO for a manufacturing of
premium price products .

Forge Strategic alliance with


TWM Operators
Synergy Between HDO & 3F
HDO 3F

• Solid Liquid Seperation Equipment. • Chemicals for Solid Liquid Seperation.

• Strong Presence in India • Low presence in India

• Market Knowhow • Manufacturing Strength

• Focus Market : • Focus Market :

– Water – Water

– Mining – Mining

– Paper – Paper

– Oil & Refinery (ETP's ) – Oil & Gas


THANKS !