Benson Polymers Limited has been in the adhesive industry over the last 25 years, initially engaged solely in water-based adhesive sector. But the company’s big turn took place in the last three years with the introduction of POLYFIX brand, one of the most sought after adhesive products in the contemporary Indian signage market. “Saturated market situation and highly competitive atmosphere among adhesive manufacturers as well as our aspiration to mark a new milestone in speciality product category infused us to finally launch POLYFIX, rather an advanced adhesive than any conventional product,” explains Kapil.

Way out

Introduction of POLYFIX has brought in a radical change in the company’s overall business set-up. Commenting on improved service and delivery schedule, Kapil mentions, “Earlier we couldn’t handle instant delivery of our products before ten days of orders. But with the expansion move, our dedicated team of around forty strong staff working at the best professional level can deliver tailor-made range as per demands and requirements of customers.

Around seventy percent of POLYFIX products go to the signage sector. “Perfectly designed for fixing frames (flex media on iron frames) and joining flex to flex, customers demand POLYFIX adhesives for some basic advantages like fast fix, cost effectiveness, high strength and quality consistency. “When you’re standing on top of a high tower to fix a huge size of flex on a frame, how long could you wait to dry the adhesive?” asks Kapil explaining that POLYFIX is quite an instant product capable to glue any film/flex within 3-4 seconds.

Grades of POLYFIX products are categorised as per the natures of media to be fixed. “Adhesives manufactured for flex materials are different from those for acrylic sheets, which should be freed from any smear on the surface. That’s why we maintain all these cautions while delivering our products to end-users,” explains Kapil. He further mentions that the texture or feature of a media, where POLYFIX would be applied, is decisively observed whether it’s thick, thin, transparent, white, coloured or other else.

Against seaming

Main market competitors in this niche segment are seaming machines, which work effectively in fixing huge medias in building or tower wraps. “But seaming machine has limitation as its capability lies only in the parameter of ridging huge flex materials. The machine fails when it comes to fitting flex sheets onto iron frames or joining small/medium size medias,” says Kapil. The foremost aspect of POLYFIX is its cost effectiveness and it is not possible for every player in the industry to afford seaming machines, which is quite expensive compared to buying an adhesive bottle.

And the ultimate fact is that after buying a seaming machine, everything about fixation of flex materials cannot be done without adhesive. “This is the value of our POLYFIX adhesive products we often describe as important as an ingredient without which fabrication of a signage may remain incomplete,” confirms Kapil, adding that POLYFIX is indeed a product in need in the industry.

OEM scheme

To around ten companies, Benson Polymers supplies adhesive on contract basis in their own brand names. With this, fifty percent of the company’s overall productions go to other allied companies dealing with adhesives in the Indian market through OEM marketing. “We supply bulk of packed adhesives to some companies who use their own brands to market the refilled bottles,” mentions Kapil adding that this is one of the Benson Polymers’ ways to route the products to end customers.

Wide coverage

Though the company’s manufacturing plant located in Delhi, distributorship/dealership of the products of Benson Polymers are spread all over India. “POLYFIX brand has its own recognition at national level,” declares Kapil. Most of the adhesive manufactures in south, west, east or north Indian regions are active only in their own domains or regional markets. However, POLYFIX makes its way down all corners of the Indian signage industry where every customer knows and appreciates the brand for its quality.

Journey of Benson Polymers has always been a continuing process to bring a new change in the innovative front. The company’s expansion plan foresees brand new industrial adhesives to be unpacked sooner than later.