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Global Marketing Director Huntsman Textile Effects
Consumers are looking for textiles that are not just sustainable but which provide comfort & performance
Huntsman Textile Effects is one of the leading manufacturers of high quality dyes and chemicals for the textile industry. Dhirendra Gautam, global marketing director, Dyes, Huntsman Textile Effects discusses the need for brands and retailers to become sustainable.
What is the size the of the chemicals & dyes market for textile-end uses? What is the growth rate?
The global market size for textile dyes and chemicals stands at over US$ 12 billion. The industry typically grows at a pace similar to global GDP growth, which averages a rate of 2.0 per cent year-on-year. Market growth in polyester fibres is driving growth in dye/chemical consumption for polyester, which is growing at a faster rate (approximately 3.5 per cent-4.0 per cent) unlike that for cellulosics.
Which are the better performing markets for Huntsman's textile chemicals in the last two years? Where are the prospects growing?
Asia remains the global epicentre of textile manufacturing. For Huntsman Textile Effects, India, China, Bangladesh, Central America, Vietnam and Indonesia are key growth markets. All these markets are expected to continue growing. India has developed into a large market for textile chemicals owing to the domestic production and export of cotton and synthetic fibre end articles. China is also growing though slower due to stricter environmental regulations and cost competitiveness. We have seen good growth in Central America due to near-shoring activities of brands and retailers from the United States of America.
How has your market grown in India, China and Bangladesh in the last five years?
We are market leaders in both India and Bangladesh and we continue to grow above industry growth rates. Our business for specialty dyes and chemicals is also growing in China, an important region for us. To support growth in these geographies, we have enhanced activities in research and technology centres in India and China. We continue to invest in our people and in these geographies to further differentiate our product and service offering.
Please tell us how Huntsman's High IQ - intelligent effects are being received by brands and mills.
Huntsman Textile Effects' High IQ global branding programme helps textile mills, brands and retailers succeed through its advanced solutions and expert consultancy and advice. The High IQ hangtag programme is the assurance that fabrics treated with our effects are sustainable textile products that will deliver the performance and benefits expected from a high quality brand.
Brands and retailers are under increasing pressure due to consumers' heightened awareness and demands for a cleaner and more transparent textile supply chain. Mills are also facing pressure to clean up their act. Government regulatory authorities in countries like China and India have been introducing tougher environmental legislation and stricter enforcement policies for several years.
A number of global brands are adopting our sustainable products. In the coming years, we expect to see more leading brands in the sports and leisure sector investing even more in sustainability.
Which textile and apparel manufacturers are proactively using sustainable chemicals and dyes?
With increasing industry pressure and stricter government regulations in many countries, most textile and apparel manufacturers across regions are becoming more proactive in the use of sustainable chemicals and dyes. Many global brands have created and designed their own extensive Restricted Substances Lists (RSLs) and have formed influential industry partnerships like the Zero Discharge of Hazardous Chemicals (ZDHC) group. This initiative, with ongoing efforts by NGOs, global brands, governments and even consumers, continue to drive change at the mill level.
Any major events that Huntsman plans to participate or organise to promote its sustainable dyes & chemicals especially in the textile domain?
Huntsman Textile Effects participates in a range of trade shows to promote its sustainable dyes and chemicals. We were present at Techtextil 2017 in Frankfurt, showcasing a range of products including:
Avitera SE Range poly-reactive dyes that offer dramatic environmental and economic benefits to help the textile sector become more sustainable
High IQ Repel, the most comprehensive range of non-fluorinated durable water repellent technologies that is supported by decades of application expertise and technical support
Teratop XKS HL inks ideal for automotive digital printing and outdoor end uses that delivers full coverage of colour space and fastness requirements
Phobol finishing based on short-chain chemistry that delivers sustainable and high-performance effects to meet industrial standards for protective clothing and many other technical applications
Combination of Teratop and UV-Fast which is highly resistant to heat and prevents colour change during automotive processing, assembly and the whole life cycle
Dicryclan water-based coatings for technical textiles and other high-performance applications
We participated in Performance Days in Germany where we showcased our High IQ Repel range of durable water repellents. We were also at Interdye in Shanghai, China where our dyes, chemicals and digital inks portfolio were on display.
Huntsman also actively engages with customers through customised seminars in key markets in support of the effort towards a sustainable textile value chain.
What are the pioneering sustainable processes followed at the Textile Division at Huntsman?
Sustainability, innovation and collaboration are at the heart of what we do. We use cutting edge technology to develop state of the art dyes, chemicals and inks that reduce water and energy consumption and help mills and brands create innovative end products with intelligent effects such as durable water repellence and built-in freshness or sun protection. Our goal is to support our customers and the industry to create cleaner, more efficient, transparent and sustainable supply chains.
We have rigorous processes to control the inputs, process and validate results to ensure compliance with stringent product stewardship standards from onset of product design to product end-of- life. We are working only with qualified suppliers with global levels of safety and environmental compliance standards. We emphasise on using raw materials with strict impurity limits to reduce effluents discharge. We believe in continuously engaging stakeholders including suppliers to meet stringent global safety and environmental compliance standards.
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