The Asia-Pacific is De Nora’s oyster

Currently based in Japan, Parini has been with De Nora, a leading global electrochemical and water technology company, since 2010.

He manages De Nora’s presence in Asia, which operates out of Japan, China and Singapore, and is also responsible for spearheading opportunities for the company’s development and expansion in the region, which currently accounts for around 40 percent of De Nora’s worldwide sales.

Recently, the company boosted its production with a new expansion and upgrade of its factory in Suzhou Industrial Park in China.

The investment in the factory, which amounted to more than US$10 million, will allow the company to meet the growing demand for its electrode and water technology products in China and throughout the Asia Pacific region — increasing production capacity by over 50 per cent each year.

Q: With the newly expanded and upgraded factory in Suzhou Industrial Park, what does this mean for De Nora?

DP: The new assembly workshop will manufacture our key electrodes and water technologies applications, which include BALPURE® Ballast Water Treatment, SANILEC® and SEACLOR®  Seawater Electrochlorination and ClorTec® On-site Sodium Hypochlorite Generators. The factory’s existing coating workshop also underwent a significant upgrade to further boost the factory’s productivity levels and the quality of the electrodes.

Q: What is the potential of China for De Nora?

DP: As a company, we see an important potential across our focus areas of business here in China. As the world’s second-largest economy, its rapid economic rise has called for a greater demand of water to not only meet the needs of heavy industrialisation but also have sufficient domestic water supply for the population.

The government has been working towards raising the standards of drinking water to an international level, while standards for wastewater emissions are looked upon with greater severity. The wastewater treatment industry was predicted to benefit from these new regulations by US$300 billion in the years 2015 to 2020.

To keep up with these developments, the local water sector has been open to learning and adopting global expertise and innovation.

At De Nora, we are known for leading industry innovation in water treatment and developing solutions for our customers’ needs, supplying innovative water technology directly from our two local facilities, and helping to advance and future-proof China’s water sector.

This expansion further demonstrates our commitment to meeting these needs. For example, as part of De Nora’s dedication to achieving high quality production, the new workshop is also equipped with a dedicated clean area for the manufacturing of solutions designed for the disinfection of drinking water, ensuring strict hygiene conditions throughout the entire production process that are required by regulations in China.

Q: And how does its thriving manufacturing industry play in De Nora’s business?

DP: China plays a strategic role for our business in Asia, with our manufacturing facilities located in both Suzhou and Jinan. We recognise the country’s manufacturing excellence, which has been further strengthened by the government’s “Made in China 2025” plan, which aims to focus Chinese manufacturing on being innovation-driven and a greater emphasis on quality over quantity.

Hence, the upgrade is a testament to our continued efforts to deliver high-quality products from our Suzhou plant to customers across Asia. With China currently poised to be at the forefront of manufacturing efficiency along with meeting best practice manufacturing standards, it complements our plans for growth in the region.

Q: What is De Nora’s business strategy for the region?

DP: We believe there is strong growth potential across the region. In order for us to effectively capitalise on this, we recognise that Asia presents diverse opportunities across many different markets.

We see sustainability as a huge topic for markets in developed countries such as China and Singapore, this means we will continue to partner with leading experts to develop solutions that address the environmental impact across the world.

Meanwhile, for developing countries, the focus from customers is largely on cost-effectiveness. Therefore, our goal is to increase awareness of the relationship between cost-effectiveness and energy efficiency in industrial products and solutions. Manufacturers often lack incentives to invest in energy efficiency because many do not know where their energy is being consumed, so the beneficial effects of the investments are often badly measured. 

To address these different needs, De Nora maintains a range of solutions with varying levels of cost and sophistication for this reason – to provide attainable options for the different markets.

Q: Where does De Nora see itself in China in the future?

DP: With China continuing to play a strategic role for us in the region, we plan to increase our presence in the maintenance and reconditioning of our clients’ electrodes, and expanding our water treatment solutions offered in the market.