Incredible India – Massive potential untapped – Part 1
January 20, 2011
India has been dubbed ‘the powerhouse’ of the future. It is the second most populated country in the world and is projected to be the third largest economy in the world by 2050. Bearing these facts in mind, what is the potential for the cleaning industry in India and is it time for UK exporters to make a move? Ceris Burns, international marketing specialist for the cleaning industry speaks with Indian cleaning industry leaders to gain an insight into this rapidly growing market. This is part one of a two part article – part 2 will feature in the February issue of Cleaning & Maintenance.
What opportunity does the Indian cleaning industry hold for UK exporters?
Sources estimate that the Indian cleaning market is currently worth 1bn Euros. The market is very much in its infancy (just 10-15 years old) and is currently enjoying an impressive 40% growth year on year. Market players believe that the industry’s future is blindingly bright and expect growth rates to reach 50%+ and to stay there for the next 5 to 10 years as a minimum. Additional growth will in part be driven by new entrants bringing the latest technologies and by building awareness of the need for and benefits of, efficient and professional cleaning. India is hungry to professionalise this industry and wants access to the latest products and services.
Commenting on this point Pradeep Mehra CEO and managing director of Walsons HR Solutions said: “It’s the right time to come to the Indian market as there are very few service orientated companies over here. Overseas players can bring the service focused mindset and expertise which local companies are looking for and would very much welcome.”
Accelerated market development is evidenced in the number of five star hotels and shopping malls that have sprung up recently – Just ten years ago these were non-existent. The facilities available in airport washrooms have also improved significantly.
Which cleaning products and services are in most demand?
Hydros Jassem managing director of Oxygen Powered Fragrance Technologies explained that all manner of cleaning products are being sought. He said: “Everything from cleaning chemicals and bio cleaners to machines and washroom products are in demand. Companies are looking for broader choice and better quality across the board.“
What are the biggest differences between the Indian and European cleaning markets?
Hydros Jassem continued: “India is at least 20 years behind! Cleaning is still a relatively new industry in India and systems are just not in place. This poses a big challenge to educate the market. It means that it’s not easy to sell cleaning products and services in India but if you get in and build brand loyalty now, you will reap the fruits of your efforts in the future.
Customers need to be taught which cleaning products are available and to understand the benefits of using them within their facilities. Cleaning operatives also need training so they have the skills to use this equipment and products effectively. Until recently elbow grease was the norm in India. Mechanisation is now gradually being introduced as people learn that it can be more efficient and effective than manual work. Law and culture also dictate differences here. With respect to washroom facilities for example, there is no law in India to ensure the provision of feminine hygiene disposal units so very few washrooms have them. Toilet tissue is also not widely installed. In fact ninety percent of the population doesn’t use paper. This is because traditionally Indians have used water to clean instead of paper. To us water means hygiene and cleanliness but paper doesn’t. Some high class establishments now install toilet paper but it will never totally replace water due to cultural preferences.”
Does business potential and attitude vary across the different regions of India?
Rakesh Malhotra head of business development at Forbes DMS commented: “Typically the market is split into North, East, South and Western regions. The North has more spending power and is currently the largest market while the South holds more growth potential as it is home to the big cities.” It was also noted that attitudes to business vary by region. For example in the South and West, decision makers tend to be more organised and work to commercial timeframes, while in the North, they are all talk and little action and show less respect for timeframes.
To discuss how your company can take advantage of opportunities in India email Ceris at ceris@cbimarketing.com
As featured in C&M magazine January 2011.
Activeion wins Ireland’s Green Hospitality Award for Innovation
January 15, 2011
Ireland’s Green Hospitality, the Irish national hospitality environmental certification programme, has named Activeion as its number one choice for Innovation in the area of environmental products and services. Green Hospitality is the only national hospitality environmental certification programme in Ireland, and is sponsored by the Irish Environmental Protection Agency. Green Hospitality is also recognised by all the leading hospitality organisations and associations including Failte Ireland, Tourism Ireland, Irish Hotels Federation, Irish Hospitality Institute, ILAM, Restaurants Association of Ireland, Dublin Convention Bureau, Northern Ireland Hotels Federation, Shannon Development and many others.
Activeion’s win recognises the extraordinary success of the company’s chemical-free Activeion ionator EXP™cleaning tool, launched in Europe early in 2010 and now used in hotels, restaurants, care homes and retail outlets throughout Europe. Already the winner of a number of awards, the ionator EXP™ saves time, cleaning materials costs, mixing time, storage costs, waste and recycling costs, simply by making it unnecessary to buy and use cleaning chemicals. And the results are fantastic.
The Green Hospitality Award was announced at Green Hospitality’s 4th National Hospitality Environment Conference and Exhibition, held on Tuesday November 16th at Ireland’s new Convention Centre in Dublin, the world’s first convention centre built to be carbon neutral. The theme of the conference “Leveraging the Green in Irish Tourism”, not only reflects the importance of environmentalism in Ireland, but also the hospitality sector’s commitment to green principles, responsible purchasing and marketing the green message. Delegates from top Irish tourism and hospitality companies attended the Conference to learn, discuss and collaborate towards major environmental footprint reduction.
Maurice Bergin, Green Hospitality’s director adds, “We are pleased to present this award to Activeion, as its corporate mission and commitment to protecting health and safety and fostering a more sustainable world reflects the level of commitment to environmentalism which we ourselves are working to preserve, promote and further develop in the Irish hospitality sector.”
“We are thrilled to have been elected as the winner of Green Hospitality’s award. We greatly appreciate Ireland’s devotion to environmentalism” said André G. Krell, Activieon Europe’s General Manager. “The hospitality sector, a key target for our ionator EXP, is particularly active in strongly promoting sustainability and responsible business behaviour. Our win makes it clear that we are heading in the right direction” he continued.
ENDS
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
Genesis Biosciences gains ISO 9001:2008 certification for high quality standards
January 15, 2011
Genesis Biosciences, with its European headquarters in Cardiff, is a global leader in custom fermentation, microbial product formulation and antimicrobial product development. The company has announced today that its European business has been awarded ISO 9001:2008 accreditation. ISO 9001:2008 is a globally recognised official quality management system standard issued by the International Organisation for Standardisation (ISO). This accreditation confirms that Genesis Biosciences’ quality management system was found to be in complete compliance with ISO standards following a rigorous audit.
“From our fermentation laboratories and manufacturing facility to our administrative offices and human resources department, we have worked hard since beginning to operate as Genesis Biosciences in 2009, to develop a team that adheres to only the highest standards” stated Conrad Mielcuszny, president and chief executive officer of Genesis Biosciences. “ISO 9001:2008 certification validates our joint commitment to implementing rigorous quality control checks in all areas of our business and to the development of diverse quality-assured, eco-friendly products and solutions in a wide range of applications for customers all over the world. We look forward to pursuing similar accreditation at our U.S. facility.”
Genesis Biosciences was formed in 2009 when Biotal Technologies and Lawrenceville, Georgia-based Genesis Technologies were first acquired and then merged by the CKM Group. Genesis Biosciences is a market leader in bacteria fermentation and is the first company to develop, manufacture and offer both microbial and antimicrobial products. Based on the knowledge and experience of the company’s scientists and lab technicians, the company utilises its state-of-the-art in-house fermentation equipment and facilities to grow bacteria to the highest quality known in the marketplace. Additionally, Genesis creates solutions for the safe and natural eradication of bacteria using plant oils, essential oils and green chemistry.
ENDS
About Genesis Biosciences
Genesis Biosciences is a biotechnology company specialising in bacteria fermentation, microbial, antimicrobial and environmentally preferred products and services. The Company focuses its efforts on the development of diverse quality-assured products and solutions for a wide range of markets and applications. Genesis Biosciences emphasises quality in every aspect of its business to ensure the most efficient, cost-effective solutions to meet customers’ needs. Genesis Biosciences’ U.S. facility is located in Lawrenceville, Georgia, and its European facility is in Cardiff, Wales. For more information, please visit www.genesisbiosciences.com.
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
CBI is recruiting – Calling all budding PR Account Managers!
January 3, 2011
PR Account Manager Vacancy
We are looking for a budding PR Account manager to complement our successful team.
Not realising your true potential? Frustrated at not getting the credit you deserve? Feel like a small cog in a big machine? This is your chance to show us what you’re made of and carve your own destiny with an agency going places looking for key people to grow with it.
This is a fantastic opportunity and the perfect time for a highly motivated PR Account Manager with proven PR skills to join an expanding international B2B PR & marketing agency based in Sussex, close to Brighton and London. You’ll be working with top professionals and a friendly team keen to make you a success and feel at home. This is your lifetime opportunity to not only join an agency but become part of that agency.
The role:
You will be responsible for the day to day management of a number of prestigious B2B PR accounts through UK and international media. Your role will cover campaigns that span media relations, brand reputation, events, marketing, research and analysis and sponsorship. From day one you will ‘hit-the-ground-running’. No day will ever be the same.
Key responsibilities:
- Creation and implementation of B2B PR strategies to enhance client brands.
- Client account management and business development.
- Media relations and copywriting of press releases, features, columns etc.
- Involvement in CBI’s business development drive from research, pitch and beyond.
- Development and enhancement of client and media relations in the UK and internationally.
- Producing content for internal newsletters, editorials, websites and e-marketing.
- Attending client meetings, industry events and exhibitions.
Key skills:
- Extensive PR planning, writing and account handling experience in a B2B environment.
- First class communication skills, a proactive nature and plenty of acumen.
- Experience of account development or sales.
- Highly organised with the ability to work well under pressure and to tight deadlines.
- Creative abilities with the ability to influence the media.
- Experience in cleaning/hygiene, security, property, F.M or healthcare markets desirable.
- Educated to degree level.
- International language skills advantageous.
Ceris Burns International is a successful agency with a great track record and a diverse range of clients, demonstrating year-on-year growth and potential.
To apply email info@cbimarketing.com or call 01825 714329 for application form. www.clean.cbimarketing.com www.cbimarketing.com
- See how to 'watch your waste lines' on pages 12 & 13 of this months PFM http://t.co/bd0CA3WZ
- RT @TruvoxInt: Truvox article: "Should cleaning workers' health & safety in hospital cleaning be given greater priority" @TomoCleaning h ...
- RT @ICEcleanltd: A step ahead! http://t.co/OOXvptd6 @TomoCleaning ICEs most innovative new product Robo 40 now being successfully used i ...
- Read our client’s tips on waste reduction in MRW today at http://t.co/7FTxYxD7
- A great example of client coverage gained by CBI in @CHTtoday http://t.co/NJF3iNHU Be wowed by our triple page spreads!
