Indian Bituminous Waterproofing Membranes Market, 2017

Opportunities and Challenges

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The Indian construction space is set to grow on the back of huge investments. India has among the lowest penetration rates in the preventive waterproofing space with majority of the builders still using crude, traditional waterproofing solutions. Bituminous waterproofing with its relatively cheap price has potential to tap into the growing waterproofing segment - primarily to convert non-users to users of waterproofing. Among Bituminous waterproofing types, APP and SBS modified membranes have the highest price to performance ratio and are expected to be the key drivers of growth for this segment. However, along with opportunities, certain challenges like lack of consumer awareness and threat of polymer substitutes are also present.

Table of Contents

Indian Bituminous Waterproofing Membranes MarketKey TakeawaysAtactic Polypropylene and Styrene Butadiene Styrene modified membranes to be key growth focus for companies in bituminous waterproofingDespite stiff competition from polymer-based solutions, Bituminous formats to grow in line with construction industry growthMarket Penetration (vis-à-vis competition) and Market Development remain key pivots for strategy developmentScope & LimitationsScope & LimitationsMacroeconomic TrendsThe Indian construction space is set to see rapid growth driven by urbanization and large infrastructure investmentsIndia’s urbanization will be complemented by large infrastructure projects especially for connectivity and energyRising population and an undersized residential construction market provide scope for high growth in the residential construction space alsoA stable government and multiple investment initiatives set to aid growth in industrial construction and warehousingMarket outlook: IndiaThe Indian Market for Waterproofing is characterized by low penetration and low spending power (hindered by low cost of construction)Growth in construction chemicals results in growing waterproofing market; bituminous solutions, especially, seeing increasing adoption ratesDomestic production constitutes 92% of the market while imports constitute just 8%, majorly through APP and SBSThe top three players in the market command 50% of the total sales, indicating high degree of concentrationAPP and SBS are growth drivers in the Indian bituminous waterproofing marketInfrastructure which dominates bituminous waterproofing due to greater penetration may see sustained growth with large govt. initiativesAlthough infrastructure is the biggest target, industrial, house and building segments also provide opportunities due to ease of access and executionWith channel sales accounting for only 25%, commercials offered to intermediate decision makers like contractors key to growth……Especially in Infra-BOT and House & Building Tier 1 segments, which have high premiumization potentialAside from product specifics, consultants, applicators, and channel partners are key influencers in the waterproofing product spaceHowever, it is imperative that the manufacturer maintain relationships with all stakeholders across the purchase process Even with best price to performance ratios among bituminous products, APP and SBS face potential substitution from polymeric counterpartsSBS, which warrants higher margins could substitute APP in many applications if product awareness and availability is increased Annexure: Our ServicesMaximize opportunities from existing products and markets; systematically explore new products, markets, including inorganic OpportunitiesOur Growth Consulting CanvasLegal Disclaimer




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