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Sat 23 Jan 2010 04:00 AM

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Top coat

How much paint did Jotun use to coat the Burj Khalifa and what’s next in store for the company? UAE marketing manager Ashish Vasudev explains.

Top coat

How much paint did Jotun use to coat the Burj Khalifa and what’s next in store for the company? UAE marketing manager Ashish Vasudev explains.

Which paint products are most in demand in the region?

Three categories in the decorative segment are the most widely used across the Middle East, as decorative surfaces need the most protection. These are water-based interior emulsion, exterior acrylic and enamels for wood and metal.

What was the scope of work Jotun carried out during its involvement with the Burj Khalifa?

All surfaces were painted by Jotun, including the spire on the top of the tower. We have used a total of 122,000kg of powder coatings and 487,000 litres of paint to decorate and protect the world’s tallest tower. The Burj Khalifa required the use of a metallic matt powder coated finish to complement the aluminum for the 28,261 cladding panels that make up the exterior of the tower and its two annexes. Jotun Powder Coatings used ‘Corro-Coat PE-F Façade Iris and Oyster Bond‘, and developed a specially formulated bonded metallic product for this project. The coating used for the 818m-spire of the tower is ‘Baltoflake’, a glass flake reinforced polyester that provides resistance to abrasion, water and most chemicals.

The product was recommended by Jotun and chosen by the client for its 20-year life span and minimal need for maintenance.

How has Jotun developed over the last decade?

We have expanded dramatically throughout the region in the last 10 years, and have become the first paint manufacturer to be awarded the ISO 9001 certification. Jotun has been at the forefront in terms of developing products specifically suited to local conditions.

Three decades of experience in the Middle East region has helped us produce a variety of conventional and specialised coatings - each incorporating the latest technological developments while offering performance with economy - catering to the various product segments and demands of the different markets. Today, our product range includes decorative, protective, marine, floor/concrete protection, powder coatings and intumescent [fire retardant] coatings.

Will you expand your business this year?

In addition to our newly opened facilities in Dubai, Jotun Saudia has also recently announced the completion of a US $26.6 million (SR100 million) investment into the expansion of an existing manufacturing facility located in Yanbu. The 34000m2 factory is slated to be the our largest production facility in the Middle East and will incorporate tank farms and silos with major raw material capacity, filling machines as well as labelling machines. Upon completion of this latest expansion investment, Jotun Saudia will have a combined production outcome of 110 million litres between its two KSA - based facilities in Jeddah and Yanbu. Furthermore, we are planning to establish over 1500 more Multicolor Centres in the region by 2011. Do you have plans to launch new products this year?

Yes, we will be launching new products, both in exterior (with extended warranty), as well as interior (finishes) segments. These are very unique paints with a new technology. Unfortunately we can’t provide details about the product at this point.

How do your products prevent corrosion and deterioration?

Jotashield Super Durable is a low volatile organic compound coating based on a special hybrid silicone binder with twice the life span of traditional coatings. It provides superior durability, anti-concrete carbonation properties, and low chemical reactivity. Jotashield Heritage High Build is a single pack modified acrylic, water-based high build textured coating that endures the unforgiving weather conditions in the region. Jotashield Thermo is equipped with thermal insulation properties, which deflects heat and reduces interior temperature and cooling costs, and provides high resistance to corrosion, heat shock and chemical changes, making a building more energy efficient.

What are your hopes for this year?

We have plans and strategies in place to maintain our market leadership and current market shares in the segments we are operating in.

Currently in charge of the marketing aspect of Jotun Paints operations in the UAE, marketing manager Ashish Vasudev has gathered extensive experience in advertising, retail trade, sales and marketing. He holds a master of business administration degree from the XLRI School of Management in India, and has been working with the leading paint manufacturer for the last six years.

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