In the fiercely competitive decorative paints market of Malaysia, AkzoNobel Dulux has carved out a strong position by prioritising innovation and sustainability. In an exclusive interview with The Exchange Asia, Craig Tham, Commercial Head at AkzoNobel Malaysia, attributes the company’s leadership to its continuous investment in technology and customer-focused solutions. “Supported by a global team of approximately 3,000 scientists and 70 state-of-the-art laboratories, we are committed to staying at the forefront of industry advancements,” he shares. By integrating sustainability, innovation, and health-centric solutions, AkzoNobel consistently meets the evolving needs of its Malaysian customers.
Strategic Relocation for Growth
A pivotal moment in AkzoNobel’s regional strategy was relocating its ASEAN Regional Decorative Research & Development Hub to Nilai, Malaysia. “This strategic move enables us to enhance our capabilities in upgrading existing products with the latest technologies and innovating new solutions,” says Tham. The proximity to local operations ensures the company can better align with market demands and respond more effectively to regional needs. This relocation not only strengthens AkzoNobel’s market leadership but also underscores its commitment to Malaysia as a hub for innovation.
Overcoming Challenges Through Strategic Acquisitions
Navigating Malaysia’s competitive market has not been without challenges. The decorative paints segment is crowded with global, regional, and local players. However, AkzoNobel has strategically bolstered its position through acquisitions. “Acquiring ICI Paints (Malaysia) Sdn Bhd in 2008 and Colourland Paints in 2018 allowed us to expand our presence and reaffirm our commitment to the Malaysian market,” Tham explains. Additionally, Dulux’s legacy of over 60 years in Malaysia cements its reputation as a trusted and innovative brand.
Innovative Collaborations for Brand Differentiation
A unique collaboration with fashion designer Shanell Harun showcased AkzoNobel’s creativity and commitment to pushing boundaries. “This partnership demonstrated the harmonious relationship between colour and fashion, solidifying our position as a trendsetter in colour innovation,” notes Tham. By bridging interior design and couture, the company highlighted the luxurious versatility of its Dulux Ambiance Pearl Glo product line, offering homeowners elegance and sophistication.
Meeting Changing Consumer Preferences
Malaysian consumers increasingly prioritise sustainability and health, prompting AkzoNobel to adapt its innovation strategies. Products like Dulux Weathershield, with Keep Cool technology, reduce indoor temperatures and energy costs, aligning with sustainability goals. Meanwhile, Dulux EasyClean Plus incorporates Silver Ion Technology to combat bacteria and viruses, promoting healthier living environments. “Our focus on wellness, sustainability, and aesthetic appeal ensures our products remain relevant to the shifting demands of consumers,” Tham emphasises.
Sustainability at the Core
Sustainability is deeply embedded in AkzoNobel’s operations and innovation strategies. “Globally, we aim to cut carbon emissions by 50% across our value chain by 2030, using 2018 as the baseline,” Tham reveals. In Malaysia, the Nilai factory’s installation of 1,438 solar panels has already achieved a 30% monthly energy reduction. These initiatives reflect AkzoNobel’s broader goals of leveraging paints and coatings to enhance efficiency, reduce waste, and improve safety, all while contributing to a greener future.
Future Growth and Long-Term Vision
Looking ahead, AkzoNobel aims to strengthen its market presence in Malaysia and Southeast Asia. “With the enduring legacy of the Dulux brand, we are confident in building a solid foundation for continued success and growth,” says Tham. Strategic growth initiatives, coupled with a focus on quality and customer service, position AkzoNobel as a resilient leader in the region’s decorative paints market.
In a world where consumer preferences and environmental concerns are rapidly evolving, AkzoNobel Dulux’s ability to innovate and adapt ensures its lasting relevance and leadership.
