MARKET ANALYSIS OF SURFACTNATS STERLING AUXILIARIES PVT. LTD.

(MUMBAI REGION)
Submitted By

PRANAV D. PARIKH
Under the guidance of PROF. VRUSHALI BAGAL

A Project submitted in part completion of PGDM to the CHETANAS INSTITUTE OF MANAGEMENT AND RESEARCH BANDRA (EAST), MUMBAI-400057

ACKNOWLEDGEMENT
Completion of a project is a milestone in a students life. Written words have an unfortunate tendency to degenerate genuine gratitude into a stilted formality. However, written communication is the only way to record ones thankfulness for prosperity. I take the opportunity to express my profound appreciation for everyone who has directly or indirectly helped me in the successful completion of my project. I would like to thank my project guide Mr. Ajit Parekh (Director at Sterling Auxiliaries Pvt. Ltd.) for his excellent support and providing related information & guidance for the project. I would also express my sincere thanks to my college mentor Prof. Vrushali Bagal for her timely advices. Lastly, I would thank my family members and colleagues for their invaluable inputs in making this project report. This project would not be completed without all their able support and guidance.

CERTIFICATE FROM CIMR

CERTIFICATE FROM COMPANY

EXECUIVE SUMMARY
The research below has an objective to understand current & future requirements of surfactants and to find new areas of business for Sterling Auxiliaries Pvt. Ltd. it also includes te applications of surfactants, new areas of development, volume of surfactant used.,market competition, etc. The findindsof the research say that the world market of surfactants reached US$24.33 billion in 2009, nearly 2% up from the year 2008. The steady growth achieved during 2005-2008 was hit by the global economic recession triggered by the financial crisis. The impact of this crisis reduced chemical industry growth globally. On the other hand, the current relatively low crude oil price could be a potential benefit to surfactant producers, as the drop in feedstock prices will lead to increase in the relative profit margin.As per the condition of global economy, the surfactant market value is expected to grow by 2.8% this year through 2012. The market will experience quite healthy growth in next two years in the forecast and the growth by 3.5-4% can be expected thereafter. The report examines the current products and application areas. It also outlines the competition landscape, evaluates market chances and risks ad anticipates future trends based on a series of influence factors.

Outline of the report The report is presented in five chapters. Chapter one introduces to the profile of Sterling Auxiliaries Pvt. Ltd.- its history, functions, product range, industries catered, its customers, etc. Chapter ones subpart also goes on to define surfactants and the objective to the research. Chapter two, talks about the literature review, which includes the surfactant product types, Asias picture being the leader in surfactant market and even the global scenario of the surfactant market as a whole (as of 2010). It also talks about new developments in surfactants, fluorosurfactants, surgar-based surfactants. Chapter three gives the list of companies and their respective industries, visited; taken as a sample for the research. Chapter four gives the details about the research methodology, nature of the research, tools used and the sources of data collection.Lastly, Chapter five gives details about the results of the research. It includes the outcome, recommendations for Sterling Auxiliaries Pvt. Ltd. and the limitations of the research.

CONTENT SR.NO 1 1.1 1.2 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 3 4 4.1 4.2 4.3 5 5.1 5.2 5.3 5.4 CHAPTER INTRODUCTION Company Profile Definition and Purpose of the Project REVIEW OF LITERATURE Surfactant Product Types Role of Surfactants New Surfactant Developments Alkyl Phenol-free Surfactants Fluorosurfactants Sugar Based Surfactants Asia as a Market Leader Global Surfactant Market REPORT O PRESENT PROJECT RESEARCH METHODOLOGY Definition Characteristics of research Classification of Data RESULTS AND INTERPRETATIONS Outcome of In-depth Interview Strengths and Weaknesses of SAPL Recommendations Limitations APPENDIX BIBLIOGRAPHY PAGES 7-9 7-8 9 10-30 10-12 12-13 14 14-16 16-23 23-25 26-27 27-30 31 32-50 32-33 33-36 37-50 51-57 51-54 55 55-56 57

CHAPTER 1. INTRODUCTION
1.1 Company Profile STERLING AUXILIARIES PVT LTD (SAPL) Vision-Sterling Auxiliaries Pvt. Ltd. ranks number three in the Indian surfactant market. Hence, the companys vision is to be number one in the Indian market and Asian Market. Mission- Sterlings mission is to excel in specialty chemicals -surfactants, produce more environment friendly products and delight its customers by prompt services and fast delivery. History Incorporated in the year 1984, Sterling Auxiliaries Pvt. Ltd. has grown to become one of the modern and leading Producer of Specialty Chemicals in India. The company started manufacturing activity in May 1984.Ever since, a wide range of product have been manufactured and marketed successfully. Background Manufacturing facility is dedicated to the production of Ethylene Oxide condensates and Propylene Oxide condensates, producing Emulsifiers and surfactants for varied industries like Metal Finishing, Agro Industries, Textile Industries, Leather chemicals, Pharma, Oil refineries and many more. A company having installed capacity of over 40, 000 MT. per annum. The company has a most modern and sophisticated EO/PO processing plant. Companys confidence is boosted by customers like CLARIANT, CRODA (ICI), COGNIS, BASF & CIBA etc. With a modern sophisticated Machinery, well equipped R&D and ethical aggressive marketing the company wishes to attain leadership in its area.

Products range SURFACTANTS & EMULSIFIERS ALKYL ALKANOAMINES ALKANOLAMINES

8

GLYCOL ETHERS PLASTICS ADDITIVES MORPHOLINE DERIVATIVES , etc

Industries Catered TEXTILE AUXILIARIES AGRO PESTICIDE INDUSTRY GAS TREATING CONSTRUCTIONS PAINTS PIGMENTS / Emulsion Polymer & INK INDUSTRIES PERFUMERY INDUSTRIES PHARMA & PERSONAL CARE ELECTROPLATING & METAL TREATMENT HOME CARE & TOILETRIES PULP & PAPER PETROLIUM, OIL FIELD & LUBRICUNT MINING & EXPLOSIVE LEATHER AUXILIARIES

POULTRY WATER TREATMENT FERTILIZER ADDITIVES

Sales figures- Sterling had a turn over of Rs.250crores in the fiscal year 2009-2010. However 10years back its annual turnover was just Rs.5crores. 1.2 Definition and purpose of the project Surfactant or a wetting agent is a substance capable of reducing the surface tension of a liquid in which it is dissolved. Surfactant has vast applications in many industries such as Agro, Pharma, Textile, etc. Surfactant market is facing rising costs, a growing emphasis on sustainability and greater demand for multi-functionality. Hence there are lots of competitors both nationally as well as internationally competing in terms of price, quality, variants (type), customer service, lead time, etc. surfactants have been affected strongly by the changing regulatory environment and the globalization and consolidation the industry has been experiencing. However, as demand for higher performance increases, interest in more complex anionic surfactants is growing. Customers demand very high levels of customer service and technical support. For many industrial and military applications, extensive testing is required to demonstrate the performance and benefits of new additives. Other challenges, such as growing environmental concerns over issues of biodegradability, pollution control in manufacturing processes, and consumer desire for green ingredients and products, introduce more uncertainty into the market.

10

The Objective of Research / Study is understanding current & future requirements of surfactants and to find new areas of business for Sterling Auxiliaries Pvt. Ltd. (i.e. SAPL) The secondary objectives are to a) Applications of surfactants b) Usage of surfactants on basis of volume c) Competitors in surfactant market

CHAPTER 2. REVIEW OF LITERATURE

2.1 Surfactant Product Types Surfactants are classified by their ionic (electrical charge) properties in water: Surfactant Type Anionic Nonionic Cationic Amphoteric Ionic Charge Negative No charge Positive Positive/Negative

Conventional Surfactant Products by Type The primary function of a surfactant is to enhance the performance properties of water- based formulations composed of a range of ingredients such as other surfactants, solvents, thickeners, alkalis/ salts, chelating agents, foamers/ de-foamers and fragrances. They are grouped by their ionic charge. Anionic Surfactants Alkylbenzene sulfonates detergents Fatty acids soaps Sulfosuccinates wetting agents Lauryl sulfates foaming agents
11

 Lignosulfonates dispersants Anionic surfactants are the largest group accounting for approximately 40% of world production. These products exhibit superior wetting and emulsifying properties and tend to be higher-foaming materials. Nonionic Surfactants Alkylphenol ethoxylates Alkanolamides Polyglucosides Sorbitan esters Alcohol ethoxylates Fatty amine ethoxylates Sucrose esters Nonionic surfactants are the second largest group by volume at about 35%. Demand for these sugar-based products is escalating due to their low toxicity. Cationic Surfactants Imidazolines Morpholines Betaines Quaternary ammonium compounds Pyridenes Cationics typically have excellent antibacterial properties, provide good corrosion protection and can be good demulsifiers. Amphoteric Surfactants Imidozoline derivatives, Quaternary ammonium compounds, Betaines Phosphatides, Amine condensates, etc Amphoterics can behave as a cat ion or anion depending on pH. These surfactants are mild and are increasingly used in personal care products. The major categories of surfactants used in household detergents are: Anionic Linear alkylbenzene sulfonates (modified) Alcohol ether sulfates Alcohol sulfates Nonionic Alcohol ethoxylates Cationic Fatty nitrogen quaternaries (fabric softeners) Major producers, in addition to others listed in this study are: -Proctor & Gamble (P&G) -Sun Products Corporation
12

-Stepan. The usage of surfactants in this major personal care market is: Bar Soaps -20% Liquid Soaps/Body Washes -15% Hair Care -35% Skin Care -20% Other -10% The types of surfactants in personal care are: Amphoterics -10% Anionics - 55% Nonionics - 5% Cationics - 30%

Major producers of surfactants in this market, in addition to others listed in this study, are: Procter & Gamble, Stepan, Cognis, Rhodia, Croda, Lonza, etc The world surfactant market in 2005 was of recent origin and was a consideration of the descriptive phase surface-active agent. A surfactant is an organic molecule that encompasses in the same molecule two dissimilar structural groups - awater soluble and a water insoluble mocity. The composition,solubility, location and relative sizes of the dissimilar groups determine the surface activity of the compound.The term amphipathy denotes the structure of the surfactant in which the existence in a single molecular or ion with suitable degree of separation one or more groups which have affinity for the phase in which the molecule or ion is dissolved together with one or more groups which antipathetic to the medium. 2.2The Role of Surfactants The word "surfactant" is a contraction of the phrase "surface active agent," and it refers to a material that, at low concentrations, is capable of reducing the surface energy (or surface tension) of a liquid. Surfactants are crucial ingredients in paint and coatings applications. If a paint film is to spread uniformly over a surface, the paint's surface tension must be lower than the surface energy of the material being coated. These conditions are especially difficult to achieve with hard-to-wet, low-energy surfaces such as silicone
13

adhesives, contaminated oily metals and many plastics. When properly formulated, a surfactant's function is to adapt the surface-tension characteristics so that these conditions are met. Surfactants concentrate at the interface between a liquid and another substance. Their basic chemical structure is that of an amphipathic molecule, which is an organic compound made up of two groups. For aqueous-based systems, one of these groups is polar and water-soluble (hydrophilic) and the other is nonpolar and water-insoluble (hydrophobic). In the case of nonaqueous systems, one group is oil-soluble (oleophilic) and the other group is oil-insoluble (oleophobic). Surfactant molecules can contain a variety of functional groups that exhibit different solubility characteristics. When a surfactant is added to a liquid, the insoluble group tends to be pushed out of the liquid, while the soluble group is pulled toward the liquid's body. These combined actions cause the surfactant to concentrate and orient at the liquid surface, creating a new surface, and, therefore, a new surface tension. This phenomenon reduces the overall surface tension of the liquid and allows it to wet, spread and penetrate a variety of surfaces more easily. Identifying the appropriate concentration of surfactant to achieve this effect in paint or coatings can present a challenge for formulators. Excess surfactant will not enhance performance because surface tension cannot be improved beyond a critical point. Instead, the likelihood of foaming, greater cost and difficulty with re-coatability become potential concerns. A supplier with knowledge of phase ratios, solubility and formulating techniques as they relate to specific surfactant systems can assist users in determining the proper concentration of surfactant for their individual applications. Surfactants have a characteristic molecularstructure incorporating a waterloving hydrophilic part and an oil-loving lipophilic (hydrophobic) part. Due to their amphiphilic nature, surfactants tend to accumulate at the air/water interface and reduce both surface and interfacial tension at low concentrations. Conventional surfactants have a hydrocarbon tail (hydrophobic part) connected to a polar or ionic head (hydrophilic part). In contrast, a Gemini surfactant has two hydrophobes and two hydrophiles on the same molecule. Half of the Gemini surfactant, consisting of one hydrophile and one hydrophobe, is connected to a spacer, which in turn is connected to the other identical half of the molecule forming a Gemini structure (Figure 2). Due to their unique molecular structure, Gemini surfactants are typically orders of magnitude more surface active than the corresponding conventional surfactants. Acetylenic-diol-based Gemini surfactants (2,4,7,9-tetramethyl14

5-decyne-4-7-diol and its ethoxylates) are widely used in architectural applications for wetting and foam control. The conversion of solvent-based coatings to water-based systems has presented the additive manufacturer with a variety of challenges. Typical surface tensions of solvent-based systems are in the 25 to 35 mN/m range, mostly due to the solvents used in these systems. Water-based coatings, on the other hand, typically have surface tensions of 50 mN/m or higher, primarily due to the high surface tension of water at 72 mN/m. When painting a substrate with a surface energy of 35-45 mN/m with a waterbased system, reduction in surface tension of the coating must occur. Spontaneous wetting of a surface can only occur when the surface tension of the liquid is lower than the surface energy of the substrate. To accomplish this, surfactants or wetting agents are commonly used in water-based coating applications.

2.3New Surfactant Development Additives are used in architectural paints to not only wet out pigments and substrates but also to help with foam control, durability, block resistance, color development, wash ability or scrub resistance, and to help lower VOCs. A new, APE-free surfactant has been developed to improve these properties in a cost-effective manner while helping to minimize the VOC content of the final formulation The choice of wetting agents used in architectural coatings can have a significant impact when formulating low- to zero-VOC paints. A new, environmentally friendly, APE-free surfactant has been developed to assist in the formulation of these coatings while offering improved performance properties over conventional APE containing surfactants. E2010 surfactant offers efficient wetting of titanium dioxide during grinding, improved freeze-thaw and viscosity stability in the formulated paint, improved foam control, better scrub resistance, and improved flow and leveling, all while contributing no additional VOCs to the paint formulation. 2.4Alkyl Phenol-Free Surfactants The new surfactants are environmentally compatible, exhibiting effective performance during polymerization and post-polymerization stabilization.
15

These liquid surfactants meet demanding physicochemical properties, regulatory compliance and performance requirements. They exhibit low freezing temperatures, excellent water miscibility, minimum gel phase formation and low viscosity at high solids content. The new surfactants are clear, high-solid liquids at room temperature and are easy to handle and very effective during polymerization, providing overall latex stability. This paper focuses on their chemical and physical properties as well as on their performance in model acrylic formulations for architectural coatings. Earlier generations of nonionic surfactants as well as the new surfactants introduced in this paper, were developed in response to increasing global environmental protection regulations and recommendations to phase out the use of Alkyl Phenol Ethoxylates (APEs). The two new high-HLB nonionic surfactants introduced in this paper, Disponil AFX 4061 and Disponil AFX 4070, have been designed to meet environmental requirements while providing effective performance in emulsion polymerization. Also, they are very effective as post-polymerization latex stabilizers or surfactant additives for coating and adhesive formulations. Similar to previous generations, the introduction of these new emulsifiers responds to the emulsion polymerization and coatings industry demands for ecologically acceptable and effective non-ionic emulsion Performance in Emulsion Polymerization. The mechanism of emulsion polymerization, as well as the role of surfactants has been discussed in a number of publications. Extensive surfactant screening in model formulations has shown that the new emulsifiers are very effective in acrylic formulations. The results demonstrate the role of an effective surfactant combination in particle size control, coagulum content and overall stabilization. All latexes exhibited desirable small particle sizes, low coagulum, mechanical stability and freeze thaw stability. The electrostatic stability was obtained by post adding a 0.25% of either Disponil AFX 4061 or Disponil AFX 4070. Although there is an increasing tendency to replace alkyl phenol-based (AP) with alkyl phenol-free (AP-free), surfactants, octyl phenol-40 (OP-40) still is extensively used in many different coating applications in North America. Results have show remarkable performance similarities between OP-40 and both Disponil AFX 4061 and Disponil AFX 4070. These results clearly show that both surfactants are suitable replacements for OP-40.
16

Emulsion polymer and coating producers are increasing their efforts to replace OP-40 and similar AP-based surfactants in a wide spectrum of latexes and coatings. Some of the most important drivers of these efforts are a new North American wave of environmental awareness and efforts to increase sustainability, Canadian regulatory pressures, older European regulations, and recommendations and trends to globalize formulations. Surfactant post addition is often necessary to stabilize latex formulations with high inorganic filler content such as for architectural and traffic coatings, as well as paper and adhesive coatings. A fundamental property of the surfactant molecules is their ability to orient and adsorb at the interfaces. In latex systems, most of the surfactant is adsorbed at the interface between the particles and the water. This adsorption is a thermodynamic process favored by a decrease in the overall free energy of the system. The adsorbed layer of surfactant molecules is essential for the stabilization of latexes during polymerization and during post polymerization processes. It is well known that the colloidal stabilization depends on the interactions of attractive and repulsive forces between the particles. It is also accepted that electrostatic repulsion stabilization and steric or spatial stabilization are the two most important barriers to flocculation. The addition of inorganic fillers containing divalent metallic ions such as calcium, magnesium and zinc, produces rapid flocculation by disrupting the electrical double layer surrounding the polymer particles. This reduces the electrostatic repulsions between the adsorbed anionic surfactant molecules typically used during the emulsion polymerization process. A pragmatic remedy to restore stability is the addition of high-HLB surfactants, specifically polyethoxylated nonionic emulsifiers. The hydrophilic polyethoxylated chain provides steric stabilization by orienting and extending towards the water phase. This prevents the particles from entry into the effective space of mutual attraction. Also, it has been proposed that the effectiveness of this type of stabilization is due to the hydrogen bond interactions and high-localized viscosity of the hydrated polyethoxylated chain, which acts as a protective shield preventing flocculation.Nonionic surfactants are characterized by a low amount of surfactant molecules adsorbed at the interfaces and high cross-sectional areas at the interfaces. These properties make them ideal as post polymerization stabilizers.

17

2.5 Fluorosurfactants (applications in Low-VOC Coatings) Fluorosurfactants have been used to address surface tension-related performance problems in coatings. New research demonstrates that traditional methods of using fluorosurfactants limited their effectiveness in solving issues facing today's low-VOC architectural coating formulation needs. Here we discuss a new theory on the use of fluorosurfactants. based on seven years of research of architectural coating applications. The multi-functional properties provided by fluorosurfactants include anti-crater, improved leveling, reduced foaming, decreased block, open-time extension, oil repellency and dirt pickup-resistance. Applications and formulation considerations presented are from actual case studies. The worldwide coatings industry has been pursuingthe development oi' lowVOC and VOC-free architectural coatings to meet new government regulations, and to protect the environment, applicators and building occupants. In these coatings, reduced VOC brought many challenges in resin system and formulation design. Traditional solvents in latex coatings serve as a coalescent aid for firm formation, open-time agent to prevent over-brush coating defects, and antifreeze agent to prevent instability in freeze-thaw cycles, in addition to these properties, solvents also impact a latex coating's wettability. foaming, blocking and leveling. Many functional additives have been developed to address these issues in low-VOC coatings. Fluorosurfactant use in coatings dates back to the 197()s.- They were used as wetting agents and to improve leveling for many years in various coatings systems.' In the past decade, more demanding performance requirements were expected from coatings users. In addition, the trend to tower solvent use levels was creating new challenges for the coatings chemist. Fluorosurfactants are useful additives in solving lowVOC coating-related problems in architectural coatings, such as anti-craler, anti-block and shorter open times in addition to their traditional role as wetting agents. Telomere-based fluorosurfactants contain various functional groups. They have unique properties in significantly reducing surface tension in all aqueous, solvent and neat systems. They are air-liquid interface active, providing wetting, rewet and oil repellency while meeting surface tension needs in coatings. They have been used in solving low-VOC formulation problems mentioned above.
18

Until very recently, fluorosurfactants were used to address formulation problems near the end of the coating development cycle. Our recent research and practice have demonstrated that fluorosurfactants are most useful and cost effective due to the multiple functions they provide in formulating a low- or VOC-free architectural coating;. This can reduce other ingredients and create high-performance paints by minimizing the use of other coating additives, such as wetting agents, leveling aids, anti-block additives and open-lime extenders. Oil repellency and other functions that fluorosurfactants provide have also made them attractive to formulators in developing dirt pickup-resistance exterior paints.

Surface Tension Reduction Today's diversified coating substrates and waterborne low-VOC coating systems, surface tension reduction is essential for application and good film formation. High surface tension will cause paint film defects such as craters, fish eyes, pinholes, orange peel and poor thin film control. Telomere-based fluorosurfactants are very powerful at very low concentration in reducing surface tension. The use rate of fluorosurfactants is very low compared lo hydrocarbon and silicone surfactants. This allows the coating lo use very small amounts and still achieve wetting and leveling, with reduced foam to achieve defect-free coatings on conventional and hard-to-wet surfaces, such as plastics. Compared to hydrocarbon and silicone-based surfactants, fluorosurfactants have the most power to reduce surface tension. While many as foam generators perceive fluorosurfactants, certain types of fluorosurfactants act as defoamers in coatings when used at low levels. The grades we recommend for most architectural paint applications decrease foam when the formulation also minimizes the use of other foam-causing surfactants. In most cases, when fluorosurfactants are used other debasing agent usage can be decreased or eliminated. Fluorosurfactants also work synergistically with hydrocarbon surfactants in resin synthesis during emulsion polymerization. Their main functions are stabilizing the emulsion, rolling particle size and allowing the reduction of hydrocarbon emulsifier
19

surfactants. Reducing hydrocarbon surfactants can also help reduce foaming in the paint formulation. After the polymerization fluorosurfactants are carried over to the final coating formulation to provide the other properties provided by fluorosurfactants. Scientific research shows evidence that fluorosurfactants are most effective when incorporated early during the coatings system design to allow formulators to bail out redundant additives. The adaptable chemical nature of fluorosurfactants makes these materials versatile ingredients for a variety of water-based, high-solids and resin systems. Better wetting, leveling and spreading, especially on soiled surfaces, can help eliminate such coating defects as orange peel, cratering and picture framing.

Wetting and leveling are the two primary factors that determine the ease of application and quality of coverage of a paint or coating. They also predict the coating's reaction to its substrate and, ultimately, its long-term wear and performance. Because of their effectiveness and stability, fluorochemical surfactants are used as additives to improve the wetting and leveling characteristics of many industrial, commercial and consumer products, including paint, coatings, varnishes, floor polishes, cleaners, adhesives and inks. A variety of specialized fluorosurfactant formulations offer flexibility for aqueous and non-aqueous systems, and they can provide significant performance benefits over conventional hydrocarbon and silicone surfactants. Why are Fluorosurfactants Different? Based on their chemical composition, surfactants can be divided into three classes: hydrocarbons, silicones and fluorochemicals. Fluorochemical surfactants are usually more effective than silicones, which, in turn, are more effective than hydrocarbons in reducing the surface tension in water-based systems. As a result, fluorosurfactants aid in the wetting of a greater variety of materials, including hard-to-wet surfaces such as plastics and oily metals. In addition, only fluorosurfactants can reduce the surface tension of solventor liquid-resin systems. The stability of today's fluorochemical surfactants
20

also sets them apart from conventional hydrocarbon and silicone surfactants, enabling them to function in harsh environments, including strongly acidic, alkaline, oxidative and high-temperature systems. One of the most effective ways of manufacturing fluorochemicals -- and fluorosurfactants -- is through a process called electrochemical fluorination, in which the hydrogen atoms on an organic molecule are electrochemically removed and replaced with fluorine atoms. The resulting carbon-fluorine bonds are short, strong and stable, with very low polarity. For that reason, per fluorinated segments of molecules do not associate with anything but themselves, and, in turn, render the fluorosurfactants hydrophobic and oleo phobic. Organic reagents do not affect them, and they are chemically, thermally and oxidative stable. In contrast, the comparative weakness of the carbon-chlorine bond means that it is susceptible to degradation reactions. One of the consequences of this property is ozone depletion in the earth's atmosphere. Despite the similarities in their chemical structure, fluorocarbons do not react in this manner because they are stable, even under demanding conditions. Like conventional surfactants, fluorochemical surfactants lower the surface tension of coatings formulations to improve leveling and wetting characteristics. Although fluorosurfactants initially were used primarily in aqueous systems, later development led to a family of materials that are highly surface active in a variety of organic liquids. Today, a range of specialized fluorosurfactant products is effective at lowering the surface tension of both aqueous and non-aqueous systems. In general, fluorosurfactants are efficient in reducing surface tension to levels that are not attainable with hydrocarbon or silicone surfactants. For example, surface tension measurements of 15 to 20 dynes per centimeter can be obtained with a fluorochemical concentration as low as 0.01% to 0.10%. In contrast, a typical hydrocarbon surfactant at a concentration of 0.1% or more will lower the surface tension of an aqueous system no lower than 25 dynes per centimeter. A fluorosurfactant's ability to reduce surface tension over the seemingly small margin from 25 to 20 dynes per centimeter can make the difference between poor and excellent wetting. Lower surface tension also reduces the force required to move liquids through small pore spaces, allowing liquids to penetrate surfaces more effectively.

21

The performance of fluorosurfactants is related to the structure of the fluorosurfactant molecule, with its stable, insoluble fluorocarbon tail (hydrophobic and oleo phobic) at one end and its solubilizing group (hydrophilic or organophilic) at the other. The molecule's structure can be modified to provide exceptional thermal, chemical and electrical stability, as well as very low solubility and extremely low surface tension. The fluorochemical tail is primarily responsible for reducing surface tension and reflects the major differences between fluorosurfactants and conventional hydrocarbon and silicone surfactants. It consists of the stable per fluorocarbon group, which provides resistance to thermal and chemical attack and can be modified in length and structure to meet the needs of specific applications and chemistries. The head group represents the solubilizing portion of the molecule. In the earliest fluorosurfactants, this group was a water-soluble moiety; today it also can be designed to be oil-soluble for use in non-aqueous systems. In addition, the chemical nature of X can be altered to give anionic, cationic, nonionic or amphoteric surfactants. By varying the solubilizing groups, fluorosurfactants have been designed for high surface activity in wide ranging environments, including many that would degrade hydrocarbon or silicone surfactants.

Beyond Wetting The ability of a liquid to wet a surface does not necessarily mean it will level on that surface. A number of factors, including surface tension and viscosity, can influence leveling. When a coating contains components with different surface tensions and dries from a surface at different rates (floor polish, for example), a surface-tension gradient can form. Surface-tension gradients at the interface between the liquid and air are the primary causes of surface defects. Fluorosurfactants improve leveling by reducing or eliminating these gradients during the evaporation phase, resulting in a more uniform surface. Figure 6 illustrates the mechanism that can cause surface-tension gradients, giving a cratered appearance to a painted or coated substrate. Fluorosurfactants can offer other benefits that are not directly related to better wetting. For example, in moisture-cure urethane coatings where unsightly bubbles are often a problem, a fluorochemical surfactant can be
22

used to lower surface tension so any CO2 bubbles that might be present are so mall and well-dispersed that they are barely visible. Figure 7 summarizes some important properties of fluorosurfactants and compares them to the properties of other surfactants. Although their initial cost is higher than conventional surfactants, actual cost in industrial applications can be comparable to the others because fluorosurfactants are effective at low concentrations. Customized Chemistry A variety of fluorosurfactants are available for use in specific chemical systems to meet the demands of individual coating applications. The best fluorosurfactant for a particular formulation depends on the degree of solubility in the coating media. For example, an anionic fluorosurfactant based on potassium fluoroalkyl carboxylate can enhance the wetting and leveling properties of floor-polish emulsions, as well as cleaners and other systems. The surfactant is especially useful in alkaline-cleaning formulations due to its chemical stability. An anionic fluorosurfactant based on ammonium perfluoroalkyl sulfonate is useful in clear floor-polish emulsions. At a concentration of 200 parts per million, this surfactant increases the leveling and wetting ability of the coating to eliminate edge pull and coating defects that typically occur when polish is applied to a contaminated surface. Another fluoro-chemical, a cationic, is a system of fluorinated alkyl quaternary ammonium iodide, which provides surface-tension reduction in acid or neutral solutions. For manufacturing fluoropolymer coatings, an anionic solution of ammonium perfluoro-octanate in water serves as an emulsifying agent and stabilizer to prevent agglomeration and sedimentation of particles in the dispersion. An added benefit of this fluorosurfactant is that it can be reclaimed and recycled from the fluoropolymer-manufacturing process. Recycling the surfactant decreases fluorochemical costs and reduces waste. In addition to their wetting properties, fluorosurfactant additives are used in coatings and ink formulations because of their ability to eliminate leveling problems and surface defects, including cratering, crawling, orange peel, picture framing and pigment floating. Nonionic fluorosurfactants (known as fluoroaliphatic polymeric esters) have good surface activity and compatibility with a variety of solvent-based, highsolids and water-reducible coating systems. In some specialized
23

applications, a combination of fluorochemical surfactants and a suitable hydrocarbon surfactant can result in a synergistic effect. For example, the fluorosurfactant contributes to a reduction in surface tension, while the hydrocarbon surfactant helps reduce interfacial tension. The result can be a system that has enhanced wetting and spreading properties on difficult surfaces. Fluorosurfactants have significant advantage in the last component of mechanical action and excessive foaming. a natural tendency to foam, which can be a some applications. Adding the fluorosurfactant as a coating or paint formulation, by minimizing by using defoamers when feasible, can control

In systems in which multiple coating is difficult, this problem can be overcome by gradually increasing the concentration of surfactant in the upper coating layers by under baking the layer to be recoated and by using different types of fluorosurfactants in successive coating layers, such as nonionic surfactants in the bottom layers and highly effective anionic surfactants in the top layer. Based upon the studies presented above, fluorosurfactants are very useful, multi-functional additives for low-VOC architectural coating formulations. They provide wetting, leveling, defoaming anti-block and open-time extension. Although they have been traditionally used to correct performance near the end of formulation process, scientific research shows more and more evidence that fluorosurfactants are most effective when incorporated early during the coating system design to allow formulators to take out unnecessary (redundant) additives to achieve best results. This is particularly important in formulating low-VOC coatings and for reducing dirt-pickup in exterior paints. 2.6 Sugar-based surfactants Growing demand for alkyl polygluco-side (APG) -- a non-ionic surfactant made from vegetable oils and starch is driving new developments and increasing marketing for other sugar-based surfactants. These products could replace traditional petroleum and even other natural oils-based surfactants. Natural surfactants continue to gain traction, especially in the mass-market product categories such as personal care, laundry detergent and home care cleaning products. Growth in naturally derived specialty surfactants, which
24

account for only 10% of the overall $600m (413m) global specialty surfactants market, is expected to grow by 4% yearly through 2013, led by APG, according to Anna Ibbotson, industry manager for chemicals and materials at US consultancy Kline & Co. Germany-based Cognis, now owned by compatriot firm BASF, is the world's largest APG surfactant producer. Other suppliers include European chemical firms Clariant, Croda and SEPPIC, and South Korea-based LG Household & Health Care. Cognis expanded its APG capacity last year with a new 25,000 tonne/year plant in Jinshan, China, citing increased demand as the major driver for the investment. The chemical business division of LG Household & Health Care also expanded its APG plant in Onsan, South Korea, in January because of high demand. It did not disclose the plant's capacity. "The recent expansion is our second, following the first expansion project completed in 2009," the company said in a statement. "We started APG production in 2000 and have been continuously expanding our capacity because of high demand for environmentally friendly surfactants." APG surfactants initially were developed for home care and body wash applications, but have been expanded to facial cleansing lotions, shampoos, oral care products, wipes, laundry detergents, hard surface cleaners and industrial and institutional cleaning applications, according to Cognis. Growing Sugar Surfactants US-based Colonial Chemical has been producing sugar surfactants made from corn syrup and coconut oil since 2002. The company sells the products worldwide under the brands Suga and PolySuga in drum and bulk quantities for various personal care, household and industrial cleaners and even oil field applications, says Colonial Chemical president David Anderson. "The exact pounds sold are proprietary. However, the volume is significant now, and growing each year in sales and acceptance by the market," says Anderson. "Our goal is to assist the formulating chemists who have been using traditional sodium lauryl sulfate (SLS) or sodium lauryl ether sulfate (SLES) products to consider using our Suga and PolySuga products." The sugar surfactants outperform traditional surfactants such as SLES and SLS in terms of mildness, solubility of essential oils arid the ability to clean at lower concentrations, says Anderson. The surfactants also outperform
25

APGs in terms of higher foam, lower irritation, better solubility and provide thickening viscosity when combined with betaines. "In certain instances, our products are maybe up to 25% more expensive than regular APGs. However, they outperform APGs by a great deal more," says Anderson. "Compared to petroleum-derived surfactants, we are also narrowing the cost gap more every day as the price of oil moves up." Italian chemical company Lamberti says APG esters offer significant advantages as well, such as low surface tension and lower foaming compared with APGs. The company patented the synthesis of esters of APG in 1987, and since then has been heavily involved in developing sugar-based surfactant derivatives, says Don Leming, business development manager of agrochemicals at Pennsylvania-based Larnberti USA. The company notes several APG esters are already commercially available and others are still in development. "Our Eucarol AGE (alkyl glucose ester) shows outstanding mildness and is able to reduce the irritation level of liquid soaps, shampoos and detergents," says Leming. "The economics of APGs and APG esters is very similar when considering both cost and usage rates. The major challenge is to persuade surfactant formulators to move from using standard and quite cheap commodities into the more environmentfriendly and very much milder compounds."Colonial Chemical's Anderson agrees that it is not easy for formulators to break old habits in using traditional surfactants. "The industry has been stuck on sulfates and ether sulfate technology for over 60 years largely because they are still inexpensive and easy to use," says Anderson. "However, sulfates are irritating to eyes and skin and may utilize some very questionable manufacturing processes in regards to safety. Getting our customers familiar with sugar surfactants and having time to work with them is the challenge." New Alternative DevelopmentsDespite the challenges, the immense potential profits to gain within the 28.6bn lb/year (12.9m tonnes/year) global surfactants market is attracting several newcomers offering alternative green materials.France-based WheatOleo, a joint venture formed last year between Belgian oleo-chemical company Oleon and France-based agro-businesses consortium ARD, is
26

selling alkyl polypentosides (APPs) surfactants made from combined natural fatty alcohols and pentose sugars coming from agricultural by-products wheat bran and straw."Competition is fierce with several newcomers knocking at the door. On the other hand, demand from market is growing and there is room for alternative solutions," says WheatOleo business manager Philippe Lapeyre. WheatOleo did not disclose how much it is currently producing, but says that it aims to produce several thousand tonnes in the near future. Sales of APPs began in 2008 and are now being sold through Oleon and Francebased cosmetic ingredients company So-liance, owned by ARD. No other company is producing or marketing APPs, in which ARD holds a strong patent position, says Lapeyre. "The sugar part of our surfactant comes from lignocellulose biomass and therefore does not enter into competition with food compared with glucosebased raw materials," says Lapeyre. "Pentoses derived from wheat bran and straw also have the main advantage of being very reactive, leading to a low temperature process, low polymerization degree and reduced posttreatments. 2.7 Asia as a Market Leader of Surfactants Posted on April 21, 2011 As per report of Shanghai, of the Eleventh International Conference of surfactants and detergents on the understanding, with the level of economic development and rising personal spending power, Asia has become the worlds largest consumer market, surfactant, and Surfactant investment world and new product research and development center. U.S. CAHA Consulting Leader Joel Houston, said the current global surfactant market has reached 12.7 million tons / year, after the rapid growth in recent years, Asia has become the world beyond Europe and the United States the largest surfactant market share of global share rose to 32%. Relative to the already relatively saturated European market, there is still a huge market potential in Asia, will continue to maintain rapid growth. Houston believes that the smooth regions rapid economic growth, particularly growth in personal consumption needs to promote the enhancement of surfactant.
27

It is understood that China and India is Asias largest consumer market surfactant. 2009 total 7.812 million tons of detergents in China, up 9.87%. One output of 6,928,700 tons of synthetic detergent, an increase of 9.31%. Products on the market in India is also an annual average rate of 20% rapid growth. Houston said that over the past 10 years, the European detergent production and profit growth continue to slow down, then included the major multinational companies look to Asia. As the linear alkyl benzene (LAB) and many other sets of production plants in operation, Asia has become the focus of surfactant intermediates production area, and will be the biggest investment in global surfactant market. Houston believes that meet the new low-temperature washing of environmental low-carbon products, in particular branched-chain functional groups of modified products will have a broad market space.

With the technological innovation and industrial expansion of the scale, reduced costs of new products will occupy an important position in future market, the new surfactant intermediates will be the investment destination in Asia. Especially the Middle East and Southeast Asia, due to the surfactant rich raw material resources, will be the investment in high growth areas. Ciba BASF R & D Center Manager Mao Jianwen said that at present the overall development of surfactant market good, people focus on the environment more conducive to product upgrading. BASF will grasp the direction of the market, using technology innovation development of the industry comply with the requirements of surfactant in Asia dedicated to the localization of R & D and production.

2.8The Global Surfactant Market (as of 2010) Developing regions such as Asia-Pacific and Latin America offer tremendous market potential, with demand stemming from greater consumption of soaps and detergent products. The most prominent change in the industry has been the switch from powdered versions to concentrated liquid detergents, gels or single dose
28

tablets, as well as the technical superiority of these new formulations to efficiently work at lower washing temperatures.

Use of energy-saving, low temperature laundry detergents is an established trend in mature markets, while it is catching on in major developing economies on the back of growing ownership of washing machines. Increasing environmental concerns also impact the surfactants market with demand for oleochemical-based products witnessing robust growth, as against petrochemical-derived products. The global surface-active agents (or surfactants) market is expected to reach US$16.65 billion in value terms by 2012, as stated by Global Industry Analysts, Inc. In volume terms, the market is expected to reach 17.8 million tons by 2015.

In West Europe, surfactant overcapacity has been a major issue, and little change is expected in the near future, since producers are very reluctant to shut down sulfation and ethoxylation plants. The situation is different in Asia, where nearly half of the 184 sulfation/sulfonation sites are integrated with detergent producers, and good market growth has supported their operations. Another developing issue is the availability of surfactant intermediates. After a period of tight supply, new capacity for detergent alcohols and linear alkylbenzene is threatening to create a surplus of intermediates and drive prices down. Detergent reformulations are already shifting some consumption from LABS to alcohol derivatives. Changes in the surfactant intermediates market will benefit some surfactant producers and negatively impact others. A few major deals, the disappearance of Albright & Wilson into Rhodia and Huntsman, the spin-off of Cognis by Henkel, and Dow's acquisition of Union Carbide, have radically changed the competitive arena. Other producers, such as Stepan, have built their global presence through smaller deals, acquiring product lines rather than companies. With few exceptions, surfactant producers are pursuing a higher degree of
29

integration and are adopting new marketing strategies in order to defend and expand their positions.

Europe, with a share of 36% in volume terms represents the largest market, followed by US with a share of 32%. Asia Pacific is expected to offer the highest volume growth potential over the period 2001-2010, with a CAGR hovering around 6.04%, followed by Latin America with a CAGR of 4.4%. Anionic surfactants, accounting for a volume share of over 51%, represents the largest segment followed by nonionic surfactants. The market for amphoteric surfactants is expected to register a volume CAGR of 4.65%, while cationic surfactants is expected to be worth US$3.3 billion in 2013. The increasing commoditization of the mature North American personal care surfactants market has compelled participants to think out of the box to retain customers and market shares. Participants need to identify their main strengths and rethink strategies to stay afloat. For instance, in the mass market, cost and economies of scale are vital considerations, while competitors in the specialty market should focus on customized solutions and innovations. Surfactant producers are expected to concentrate especially on high-growth areas such as skin care, ethnic hair care, body washes, and male grooming products. As most surfactants markets have been commoditized, buyers have been able to wield immense bargaining power. 'In such a scenario, consolidation at the surfactants suppliers end can turn the tables and increase their profitability,' says the analyst of this research service. 'Mergers and acquisitions enhance the product portfolio and thus, can help expand the customer base and growth rates.' Brazil surfactants market is large, diverse and growing. Anionic surfactants in Brazil have been assuming a growing importance in key applications, such as agrochemicals formulations, pharmaceutical, oil drilling, and the traditional soaps and detergents industries. The surfactants industry is generally considered complex due to some factors, such as: a broad-range definition of surfactants and its technical definitions, large number of suppliers (more than 500 worldwide), numerous products chemistries (more than 3,500), numerous intermediates and blends. With this, the surfactants business comprises a range of specialty and commodity products and business, having a several applications and a wide customer-base.
30

Rising raw material prices, growing concentration of customer base, increasing environmental concerns, greater breadth of product portfolio and a need for globalized reach are driving the trend towards consolidation in the surfactant market.

Industry participants include Akzo Nobel Surfactants, Albright & Wilson (Australia) Limited, Ashland Inc, BASF Performance Chemicals for Detergents and Formulators, Clariant AG, Cognis Deutschland GmbH & Co KG, Croda International Plc, Dai-ichi Kogyo Seiyaku Co., Ltd, Dow Chemical Company, DuPont, Evonik Industries AG, Henkel KGaA, Huntsman Performance Products, Kao Corporation, Lambent Technologies, Lion Corporation, Nof Corp, Pilot Chemical Company, Protameen Chemicals, Rhodia Novecare, Sanyo Chemical Industries, Sasol Olefins & Surfactants GmbH, Shell Chemicals, Stepan Company and Toho Chemical Industry.

The report titled "Surface Active Agents: A Global Strategic Business Report" published by Global Industry Analysts, Inc., offers comprehensive insights into the economic fundamentals of the industry, and highlights market drivers, challenges, and trends, in addition to outlining the changing competitive landscape. The study emphasizes on demand, production/supply, and prices to provide an exhaustive analysis of the market. The report analyzes market data and analytics in volume and value sales for regions such as the United States, Canada, Japan, Europe, Asia-Pacific, Latin America and Rest of World. The study also analyzes the Surfactants market by the following product segments: Anionic Surfactants, Nonionic Surfactants, Cationic Surfactants, and Amphoteric Surfactants.

31

CHAPTER 3.REPORT ON PRESENT PROJECT The companies visited for this research are as below Table 3.1

LEATHER PAINTS CHEMICALS ASIAN BASF ICI INDOFIL SHALIMAR BUCKMANS DADIA CHEMICALS BEREGER

TEXTILE CLARIANT

METAL FINISHING GRAUER & WEIL

COMPETITION BRENNTAG

OTHERS PIDILITE

HUNTSMAN COGNIS ROSSAIRI

GALAXY SURFACTANTS INDIA GLYCOLS LTD.

MOHINI ORGANICS VISHWAT CHEMICALS

MIRACHEM LAFFANS DOW PETROCHEMICALS CHEMICALS LTD(HUNTSMAN)

32

TOPAZ TEXCHEM BRITACIL VISEN

The respondents in this research are includes manufacturers of surfactants and products that require surfactants i.e. experts. Hence, the questionnaire prepared is very technical in nature. Due to transportation constraints the companies having offices in Mumbai were targeted and thus the sample size of 25. Type of surfactant in use, volumes used, top companies-both foreign and domestic, change in volumes expected are some of the aspects covered in the questionnaire.

CHAPTER 4. RESEARCH METHODOLOGY

Research is undertaken within most professions. More than a set of skills, it is a way of thinking: examining critically the various aspects of your professional work. It is a habit of questioning what you do, and a systematic examination of the observed information to find answers with a view to instituting appropriate changes for a more effective professional service. 4.1DefinitionWhen you say that you are undertaking a research study to find answers to a question, you are implying that the process; 1. is being undertaken within a framework of a set of philosophies ( approaches); 2. uses procedures, methods and techniques that have been tested for their
33

validity and reliability; 3. is designed to be unbiased and objective . Philosophies means approaches e.g. qualitative, quantitative and the academic discipline in which you have been trained. Validity means that correct procedures have been applied to find answers to a question. Reliability refers to the quality of a measurement procedure that provides repeatability and accuracy. Unbiased and objective means that you have taken each step in an unbiased manner and drawn each conclusion to the best of your ability and without introducing your own vested interest. (Bias is a deliberate attempt to either conceal or highlight something). Adherence to the three criteria mentioned above enables the process to be called research. However, the degree to which these criteria are expected to be fulfilled varies from discipline to discipline and so the meaning of research differs from one academic discipline to another. The difference between research and non-research activity is, in the way we find answers: the process must meet certain requirements to be called research. We can identify these requirements by examining some definitions of research. The word research is composed of two syllables, re and search. re is a prefix meaning again, anew or over again search is a verb meaning to examine closely and carefully, to test and try, or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles. Research is a structured enquiry that utilizes acceptable scientific methodology to solve problems and create new knowledge that is generally applicable. Scientific methods consist of systematic observation, classification and interpretation
34

of data. Although we engage in such process in our daily life, the difference between our casual day- to-day generalisation and the conclusions usually recognized as scientific method lies in the degree of formality, rigorousness, verifiability and general validity of latter. 4.2Characteristics of Research Research is a process of collecting, analyzing and interpreting information to answer questions. But to qualify as research, the process must have certain characteristics: it must, as far as possible, be controlled, rigorous, systematic, valid and verifiable, empirical and critical. Controlled- in real life there are many factors that affect an outcome. The concept of control implies that, in exploring causality in relation to two variables (factors), you set up your study in a way that minimizes the effects of other factors affecting the relationship. This can be achieved to a large extent in the physical sciences (cookery, bakery), as most of the research is done in a laboratory. However, in the social sciences (Hospitality and Tourism) it is extremely difficult as research is carried out on issues related to human beings living in society, where such controls are not possible. Therefore in Hospitality and Tourism, as you cannot control external factors, you attempt to quantify their impact. Rigorous-you must be scrupulous in ensuring that the procedures followed to find answers to questions are relevant, appropriate and justified. Again, the degree of rigor varies markedly between the physical and social sciences and within the social sciences. Systematic-this implies that the procedure adopted to undertake an investigation follow a certain logical sequence. The different steps cannot be taken in a haphazard way. Some procedures must follow others. Valid and verifiable-this concept implies that whatever you conclude on the basis of your findings is correct and can be verified by you and
35

others. Empirical-this means that any conclusion drawn are based upon hard evidence gathered from information collected from real life experiences or observations. Critical-critical scrutiny of the procedures used and the methods employed is crucial to a research enquiry. The process of investigation must be foolproof and free from drawbacks. The process adopted and the procedures used must be able to withstand critical scrutiny. For a process to be called research, it is imperative that it has the above Characteristics. Research can be classified from three perspectives: 1. application of research study 2. objectives in undertaking the research 3. inquiry mode employed

Application: From the point of view of application, there are two broad categories of research: - pure research and - applied research. Pure research involves developing and testing theories and hypotheses that are intellectually challenging to the researcher but may or may not have practical application at the present time or in the future. The knowledge produced through pure research is sought in order to add to the existing body of research methods. Applied research is done to solve specific, practical questions; for policy formulation, administration and understanding of a phenomenon. It can be exploratory, but is usually descriptive. It is almost always done on the basis of basic research. Applied research can be carried out by academic or industrial institutions. Often, an academic institution such as a university will have a specific applied research program funded by an industrial partner interested in that program.
36

From the viewpoint of objectives, a research can be classified as Descriptive Exploratory Causal Descriptive research attempts to describe systematically a situation, problem, phenomenon, service or programme, or provides information about , say, living condition of a community, or describes attitudes towards an issue. The research done here is a descriptive one, based on the definition given above. Correlational research attempts to discover or establish the existence of a relationship/ interdependence between two or more aspects of a situation. Causal research attempts to clarify why and how there is a relationship between two or more aspects of a situation or phenomenon. Exploratory research is undertaken to explore an area where little is known or to investigate the possibilities of undertaking a particular research study (feasibility study/ pilot study). The research done here is an exploratory research

Inquiry Mode From the process adopted to find answer to research questions the two approaches are: Structured approach Unstructured approach Structured approach The structured approach to inquiry is usually classified as quantitative research. Here everything that forms the research process- objectives, design, sample, and the questions that you plan to ask of respondents- is predetermined. It is more appropriate to determine the extent of a problem, issue or phenomenon by quantifying the variation. e.g. how many people have a particular problem? How many people hold a particular attitude?
37

Unstructured approach The unstructured approach to inquiry is usually classified as qualitative research. This approach allows flexibility in all aspects of the research process.It is more appropriate to explore the nature of a problem, issue or phenomenon without quantifying it. Main objective is to describe the variation in a phenomenon, situation or attitude. e,g, description of an observed situation, the historical enumeration of events, an account of different opinions different people have about an issue, description of working condition in a particular industry. Both approaches have their place in research. Both have their strengths and weaknesses. The research done here is qualitative in nature due to the technical questions that require in depth interview.

4.3Classification of Data The process of arranging data into homogenous group or classes according to some common characteristics present in the data is called classification. For Example: The process of sorting letters in a post office, the letters are classified according to the cities and further arranged according to streets. Bases of Classification: There are four important bases of classification(1) Qualitative Base (2) Quantitative Base (3) Geographical Base (4) Chronological or Temporal Base
38

(1) Qualitative Base: When the data are classified according to some quality or attributes such as sex, religion, literacy, intelligence etc. (2) Quantitative Base: When the data are classified by quantitative characteristics like heights, weights, ages, income etc. (3) Geographical Base: When geographical regions or location, like states, provinces, cities, countries etc, classifies the data. (4) Chronological or Temporal Base: When the data are classified or arranged by their time of occurrence, such as years, months, weeks, days etc. For Example: Time series data. Types of Classification (1) One -way Classification: If we classify observed data keeping in view single characteristic, this type of classification is known as oneway classification. For Example: The population of world may be classified by religion as Muslim, Christians etc. (2) Two -way Classification: If we consider two characteristics at a time in order to classify the observed data then we are doing two way classifications. For Example: The population of world may be classified by Religion and Sex. (3) Multi -way Classification: We may consider more than two characteristics at a time to classify given data or observed data. In this way we deal in multi-way classification. For Example: The population of world may be classified by Religion, Sex and Literacy The Research Process The research process is similar to undertaking a journey. For a research journey there are two important decisions to make1) What you want to find out about or what research questions (problems) you want to find answers to; 2) How to go about finding their answers. There are practical steps through which you must pass in your research journey in
39

order to find answers to your research questions. The path to finding answers to your research questions constitutes research methodology. At each operational step in the research process you are required to choose from a multiplicity of methods, procedures and models of research methodology which will help you to best achieve your objectives. This is where your knowledge base of research methodology plays a crucial role. Steps in Research Process: 1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalization and Interpretation 8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached.

The objective of the research is that it understands current and future requirements of surfactants and to find new areas of business for Sterling Auxiliaries Pvt. Ltd. Thus, the research is exploratory in nature. Hence, the research methodology used here is qualitative. The data collection sources are both primary (field research) and secondary (internet). The population defined is individuals who use surfactant as raw material as per their respective industry (i.e. leather, paints, textile, metal finishing, etc.) and even the ones that manufacturers surfactants and cater to the demands of the respective industries.

For this research, a relevant sample size of 25 companies, having offices in Mumbai, is taken due to distance constraint. The sample companies are approached as a student of Chetanas Institute of Management and Research and not as a representative of Sterling Auxiliaries Pvt. Ltd. as to receive fair or unbiased response and opinions; thus making the research qualitative and efficient.
40

In depth Questionnaire is used as data collection tool with technical questions to be asked to the respective experts (respondents).There are no categorical and numerical data to be of use to the research objective, hence there is no need for hypothesis testing.

Data Collection Methods Desk Research or Secondary Data Secondary data consists of information that already exists somewhere, having been collected for another purpose. (Kotler & Armstrong). In other words, secondary data are those which have been collected by someone else and which have already been passed through statistical process. There are two sources of this dataInternal sources - this is data, which is available within the company, although companies do not make full enough use of the information that is routinely collected. Internal sources of data are found within the organization. Most organizations have masses of data, which should be well handled and organized. Sales figures, past and present, broken down by product, product range or brand.Many organizations employ sales personnel who have direct access to the customer, and are sources of both formal and informal information. Both types must be recorded weekly and submitted appropriately. Sales people work in a variety of situations, in business-to-business markets, in offices taking orders over the telephone, in over-the-counter sales or by visiting customers at their premises. They have access too much information about customers, and their needs, and to what is happening in the market overall. Attendance at conferences, exhibitions and meetings also gives opportunities to observe competitor personnel, and their behavior. The customer service or complaints section in an organization is also important, and many ideas for product modifications have arisen here. External sources - this is data, which has been published for commercial reasons. A key source of secondary data is the library service and most good libraries have a wide range of sources. Some government data is available free; other secondary data can be very expensive. In addition to your university library there are some key libraries, which can provide substantial and specific sources of information. It is important in a research project to know what data is
41

available since this will guide the structure and format of the fieldwork in the primary data collection stage. It is possible that secondary data sources can provide the complete answer to the problem under scrutiny. The least it will do is save time and money in directing the scope of the fieldwork. It can also influence the choice of data collection methods used in the fieldwork. Primary Data Kotler and Armstrong say, primary data consists of information collected for the specific purpose at hand. In other words, primary data are those, which are collected afresh and for first time and thus happen to be original in character. Once the desk research is complete the researcher will have a much clearer idea of1) The up-to-date and relevant data 2) What data still needs to be collected to find a solution to the problem under scrutiny. To achieve the data and information the research teams need to answer certain questions: 1) What is it necessary to know? 2) Who will have the information which is sought? 3) What is the best method (quick and efficient) to use to collect this data? It is important to streamline the answers to these questions to avoid collecting a mass of irrelevant data by inappropriate or inefficient methods.

Types of primary data The two types of data are Quantitative Data and Qualitative Data Quantitative Data As the term implies this is data, which is expressed in numbers. Quantitative data is quite easy to collect, and a large amount of reliable and valid data can be collected largely by questionnaire in quite a short period of time. It is a fairly formal approach. This data arises from what
42

is termed closed questions because the respondent is restricted in the choice of answer the respondent can give. E.g. Do you prefer to do your shopping in town centers or a purpose built shopping complex at the edge of town? (a) Town Centre [ ] (b) Shopping complex [ ] (c) Both [ ] E.g. Do you live in this town? YES [ ] NO [ ] Qualitative data Qualitative data is obtained from group discussions or in-depth interviews and its findings are based on content rather than numeric analysis. Qualitative data is said to be much more subjective than its counterpart. Questions are open-ended and can lead to a free ranging and in-depth discussion on a specific point, which provides a variety of rich data. There are no numbers or digits in this data and it is not subject to statistical interpretation. E.g. what further facilities would you like to see in the leisure center and why? Types of Primary Data CollectionObservation methodObservation becomes a scientific tool and the method of data collection for the researcher when it serves a formulated research purpose is systematically planned and recorded and is subjected to checks and controls on validity and reliability. Under the observation method the information is sought by way of investigators own direct observation without asking from respondent Example In a study relating to consumer behaviour the investigator instead of asking the brand of wristwatch used by the respondent may himself look for the watch. Advantages 1. The method eliminates subjective bias 2. The information obtained under this method relates to what is current happening it is not complicated either by past behaviour or future intentions and attitudes.
43

3. This method is independent of respondent willingness to respondents as such is relatively less demanded of active co-operation on the part of the respondents as happens to be the case in interview or the questionnaire method. 4. This method is particularly suitable in studies, which deal with subjects who are not capable giving verbal reports of their feeling for one reason or the other. Disadvantages 1. Its s an expensive method 2. The information provided by this method is very limited. 3. Sometimes unforeseen factors may interfere with the observational task. 4. The fact that some people are rarely accessible to direct observation creates obstacle for this method to collect data effectively. SurveysSurveys are concerned with describing, recording, analyzing and interpreting conditions that exist or existed. The researcher does not manipulate the variable or arrange for events to happen Surveys are only concerned with conditions or relationships that exist, opinions that are held, processes that are going on, effects that are evident or trends that are developing. They are primarily concerned with present but at times do consider past events and influences as they relate to current conditions. 1. Survey type researches usually have larger samples because percentages of responses generally happen to be low, as low as 20 to 30%, especially in mailed questionnaire studies. Thus, the survey method gathers data relatively from the large number of cases at a peculiar time; it is essentially cross-sectional. 2. Surveys are conducted in case of descriptive research studies, usually appropriate in case of social and behavioral sciences because many type of behavior that interest researcher cannot be arranged in realistic setting. 3. Surveys are example of field research and are concerned with hypothesis formulation and testing analysis of the relationship between non-manipulated variables. 4. Surveys may either be census or sample surveys. They may also be
44

classified as social surveys, economic surveys, and public opinion surveys. Whatever be their type, the method of data collection happens to be either observation or interview or questionnaire or opinionnaire or some projective technique. Case method may as well be used. 5. In case of surveys, research design must be rigid, must make economical provision for protection against bias and must maximize reliability, the aim happens to be to obtain complete and accurate information. 6. Possible relationships between the data and the unknowns in the universe can be studied through surveys.

Structured Vs Unstructured Data Collection The data collection through questionnaires can be done through four ways as follows; Structured disguised, Structured non-disguised, Non-structured disguised and Non structured non-disguised Note: Non-disguised data collection is also called as direct method & disguised is also called as indirect method. Structured data collection A structured data collection is a formal list of questions framed so as to get the facts. The interviewer asks the questions strictly in accordance with pre- arranged order. For e.g. this method can be used when the information is based on the expenditures of the consumer on different types of clothing like. Cotton woolen or synthetic, etc. This structured questionnaire can be of two types, disguised and nondisguised, based on whether the object or the purpose of the survey is revealed to the respondent. The main advantage of this method is that, the information can be collected in a systematic and orderly manner. However when it comes to personal questions, this method seems to be less effective. Structured disguised: - In this case the researcher does not disclose the object of the interview, because he feels that by revealing that the very purpose of the interview will get defeated. Structured non-disguised: - In this case, everything is pre- arranged and the researcher reveals the objective of the survey to the respondent.
45

This is the most widely followed approach in market research. This is because it is generally felt that the respondent should be taken into confidence, so that he can realize the relevance and give desired information. Non-structured data collection It is a kind of data collection method where the data to be collected is not pre- arranged or not listed in a proper structured format. Therefore the entire responsibility is left on the researcher to ask the respondent, in the way he feels fit. The researcher only has certain main points on which he develops the questions to be asked. Such a method is devoid of rigidity and the researcher has sufficient amount of freedom to collect the data in the order he wants. Again here there are two main types of non-structured methods of data collection. Non-structured disguised: - again here the objective of interview is not described to the respondent Non-structured non-disguised: like in case of structured nondisguised, the respondent is taken into confidence by revealing the purpose of the survey. Structured /disguised The respondent is asked a structured set of questions in a preconceived format. However he is not made aware of the purpose of the survey. Such methods are useful in obtaining psychographic profiles, wherein, similar responses from a set of respondents would club them under a specific lifestyle segment. Advantages 1) Since respondents are not aware of the objectives of the research, they do not give biased opinions. 2) The interviewer bias is reduced on account of the structured nature of the questionnaire. Disadvantages 1) The respondents may show disinterest, as he does not know the purpose of the survey. 2) It cannot be compared with other similar studies which are structured but non-disguised i.e. it would be difficult to check the reliability and validity of the results.

46

Non-structured/disguised Herein, the respondent is again not aware of the purpose of the survey. At the same time, the questions posed to him do not follow an already throughout sequence. Projective techniques are available to get the innermost motivations, fears and aspirations of the respondent. The data lends itself to a more qualitative analysis. For e.g. in the case study discussed in the adjoining column respondents were also asked to complete the following sentence in the latter part of the questionnaire. Advantages 1) It is very interesting to the respondents who might participate willingly 2) It is less time consuming & costly to collect the data as well as to analyze it since the number crunching involved is not there. 3) It is very useful to bring out the inner motivations and aspirations of the respondents. Disadvantages 1) The respondents might not take the entire data collection effort very seriously; rather treat it as a game. 2) The qualitative research is totally dependent on the interpretations made by the researcher. It does not have any numerical analysis to support. Structured/ Non-disguised. Herein, the purpose of the survey as well as nature of the questions is made known to the respondents. The interviewer has little room for his own interpretations, as the questionnaire is fairly structured one to lend itself to statistical analysis. Most of the descriptive studies using the statistical survey method would fall under this category. For e.g. based on the exploratory survey in the form of secondary data analysis, in-depth interviews and focus group interviews and focus group interviews, in the case of fresh orange juice, the data collection method most suited was the structured non-disguised type. Non-structured/ Non- disguised. The purpose of the survey is made known to the respondents and there
47

is no rigidity in the questioning process. It is similar to the in-depth interviews and group interviews, which were discussed earlier. The flexibility in the questioning process allows attitudes and opinions to surface very freely and allows the respondents to speak deeply about the subject matter. Opinions of the industry experts on how the industry would fare or economists on the direction of the growth of the economy or various financial institutions like IDBI, ICICI, or UTI etc., expressing their views on how the stock markets would be performing, are all illustrations of non-structured data collection methods. This method is gaining a lot of importance these days with a number these days with a number of experts being available on a variety of topics. Opinions of them would be crucial to consider before arriving at decisions Structured / Disguised In this case, the observers are told to record the actions of the respondents on a structured form but the respondents are not made aware that they are being observed. It is a structured, disguised study. For e.g. observers may pose as customers to observe the sales made by salesman over counters in departmental stores selling a variety of brands of jeans, shirts, etc. in order to observe any type of brand push or persuasion by the sales person As a variation, he may position himself in the shop with permission by the management and observe the sales person interact with customers. Advantages 1) The actual behavior of the person of interest is recorded (i.e. either salesman or customer); so chances of predisposition bias are low. 2) A natural setting is provided. For e.g. the arrangement of display options might be observed which one attracts the customer the most. Disadvantages 1) It is not very ethical to observe peoples reactions by keeping them in the dark. It might be construed as spying. 2) The data recorded is totally dependent on the observer and his skills. Non-Structured / Disguised In this case, the observers are left free to observe the actions and responses of the respondents by using their own discretion to decide what may be of relevance and what not. This makes the exercise non48

structured. For e.g., social research observers may not be fully aware of what action options, could occur at the point of observations, so that flexibility of recording is necessary. Also, at times, reports on competitive activity on more than one parameter are required, all of which might be difficult to spell out in detail Advantages 1) The observer is not restricted and is free to observe the happenings in detail. 2) The actual behavior of the respondent is recorded with no predisposition bias. 3) It is very time-consuming and expensive. The purpose of research is lost if it takes too long. Disadvantages 1) The observer may miss out important activities and record less relevant ones 2) Observer bias is very high. Structured / Non-disguised The respondent is aware that he is being observed and the observer too is instructed to make the records, as per a predetermined structure. The situation is similar to that in the experiments, which had been described where, control groups do not exist. The settings for such studies are usually not the natural atmosphere but a laboratory/ artificial setting. Use of mechanical/electronic devices like pupillometers/laser scanners in super markets/channel switch recorders to observe consumer behavior is being increasingly made in a structured manner with the respondent fully aware of the same. For e.g. if the respondent is questioned about the choice/preferences of brand before he enters a shop and the actual brand purchased by him afterwards to gauge whether he has been influenced by the salesman, it is a structured non-disguised observation Advantages 1) The ethical issue of not informing the respondent is taken care of. 2) The structure in the study makes it less prone to manipulation and the
49

data collected more reliable and valid. Disadvantages 1) The respondent is predisposed and so a bias creeps in to actions. 2) The interaction between the respondent and the observer may influence the actions. Non-structured / Non-disguised The respondent is aware that he is being observed and the observer is free to make his observations, without using any preconceived format.In many social research conditions involving rural areas, the observer might have to explain the rural folk the reasons why he is there and conceive them how the study will be useful to them. It may be required on the part of the researcher, to stay with the respondents to make any meaningful observations. Situations at orphanages, mental asylums, old-age homes or even public hospitals would benefit from such approach. For e.g. if the issue of providing and using clean drinking water is to be studied at the village level, actual observation of collection and usage has to be made in each of the homes or else, they may report wrong actions Advantages 1) The method offers a high degree of flexibility to the observer and also takes care of the ethical issues. 2) Delicate social issues like child labor use of drugs, women welfare, use of hygienic food, water, dowry deaths are suited to such treatment. Disadvantages 1) It is very expensive and time-consuming and lends itself to qualitative analysis only. 2) The analysis is totally dependent on the observers skills and interpretations. The time taken and the unstructured nature of the survey may frustrate the observer. Communication methods of data collection Mail method Advantages-Not subject to interviewer bias, Respondents work at their own pace, Assures anonymity of respondent, Wide distribution
50

possible, Best for personal, sensitive questions ,Generally least expensive, etc. DisadvantagesVery little control, Long response time, Cannot explain ambiguous questions, Difficult to change sequence of questions, Sequence bias; respondents can view entire questionnaire, etc. Telephone Method AdvantagesComparatively low cost, Wide distribution possible, Interviewer supervision is strong, Quickest methods of data collection, Allows easy use of computer support, Sequence of questions is easily changed, etc. DisadvantagesInterviewer bias, Difficult to establish representative sampling frame due to unlisted numbers, etc. In-Home Personal Interview AdvantagesProbably highest response rate, Allows use of any type of question / questionnaire, Sequencing of questions is easily changed, Allows probing of open-ended questions, Allows clarification of ambiguous questions, Interviewer supervision and control, etc. DisadvantagesGenerally most expensive, Costly to revisit, Relatively slow, Interviewer bias, etc Internet AdvantagesVery fast turnaround, Very inexpensive, Fairly versatile, Survey responses automatically entered into a data file, International sample possible, etc DisadvantagesSample is still not representative of general consumer markets, Respondents may have concerns with privacy, Response rates are dropping as novelty declines, etc
51

The research design that we have selected is descriptive research design. Now the exploratory research design focuses on the discovery of ideas and is generally based on the secondary data. This type of research is best suited for us because the company wants to know the information which is as follows: 1. Attitude towards the new technology. 2. Level of satisfaction with the service and support of existing microcomputer vendors. 3. Attributes influencing purchase decision.

CHAPTER 5. RESULTS AND INTERPRETATIONS 5.1Outcome of In depth interview From the in depth interview with the 25 companies mentioned above, the general responses can be summarized as belowThe global chemical industry struggling during the economic slowdown, but manufacturers remain optimistic about surfactants as performance increases and prices remain relatively steady. Most specific response was the scope and demand for non-ionic surfactants. According to the manufacturers (experts), the chemical structure of nonionic surfactants possesses several advantages over other types of surfactants. The reduction of costs, in order to improve profits, is an ever present challenge to textile finishers. The drive to reduce money spent on processing indicates many of the changes in techniques, machinery and manpower. Labor costs often have a direct influence on the style of production. They are very useful in chemical blends and mixtures because of their electrical neutrality. This characteristic imparts a lower sensitivity to the presence of electrolytes in the chemical system. Non-ionic surfactants offer a high degree of flexibility for synthesis. This is achieved by careful control of the size of the hydrophilic group during polymerization.
52

Nonionic surfactants, in general, possess an extremely compatible set of physical properties that allow for widespread use. In response to market needs, a wide variety of nonionic surfactants have been developed in recent years. In addition to the large number of preexisting conventional ethoxylates, nonionic surfactants such as glycerol esters, amine oxides, acetylenic alcohol derivatives, silicones, fluoro compounds, and carbohydrate derivatives have also found useful applications in several end-user industries ranging from agrochemicals to textiles. These can be regarded as "specialty" types of nonionic surfactants. With developments such as the increasing popularity of high efficiency washing machines, new routes of chemical synthesis and improved methods for existing processes, new chemical intermediates are needed meet changing technological and consumer trends. says Huntsman Marketing spokes person. Chemical manufacturers remain optimistic about the potential of nonionic surfactants, keeping in view the performance benefits they deliver in comparison to traditional types. Environmental-compatibility of many of the new types of nonionic surfactants are promising characteristics as consumers demand milder, non-irritating and safer products which deliver equal or superior functionality.

As far as the change in the surfactant market is concerned, the respondents said that the he growing emphasis on environment-friendly products will encourage end product manufacturers to increase consumption of biodegradable oleo chemical-based anionic surfactants in key applications thus providing significant business opportunities. Manufacturers of anionic surfactants are experiencing a tendency of market stagnation. These participants have been facing challenges from competitors, buyers, technology, environment legislations, consumers and increasing costs of raw materials. They are exploring ways to sustain their business due to the large investments made into these businesses earlier. Prominent challenges faced by these participants affecting them to varying levels individually areCommoditization resulting in reduced margins, Overcapacity intensifies competition,
53

Stringent legislations incur additional costs, Shifting manufacturer limit differentiation, etc. The rising price of crude oil and their derivatives is minimizing profit margins for sulphonated anionic surfactants. Further more heightened concerns over their biodegradability and negative environmental impact are deterring their use in key applications. The anticipated increase in the supply of oleo chemicals sources and subsequent expansion in production of biodegradable sulphonated anionic surfactants will offer a potentially strong solution to the current crisis. Manufacturers are currently struggling with issues of over supply and declining profit margins. In addition, directives such as Detergent Directive and Dangerous Substances Directive together with increasing consumer awareness are obliging manufacturers to produce biodegradable products.At the same time low cost competition is compelling manufacturers to extend the scope of value-added services to ensure long-term business relationships and achieve visible differentiation. As far as process control is concerned, companies in India with high labor costs, have not been able to invest heavily in machines with as much automatic control by computers, as they cannot afford. This has been unable to eliminate the high cost of retaining a large labor force and thus causing human-based errors. The result has been low reproducibility with more mistakes. In this competitive market companies believe that backward integration was positioned as a possible solution, however, increasing cost of crude oil and its derivatives negates entering a market with low profit margins. Investment in new technology and products are considered expensive considering the returns, deterring participants from treading this path. The path to achieve profits has been temporarily dismantled. Oleochemicals are increasingly preferred as starting materials for various key applications globally. Consumers have shown keen interest in oleochemicals substituting crude oil based products. Applications such as personal care, pharmaceuticals and food & beverage are prime targets. However, manufacturers are obliged to extend their benefits to applications such as detergency, industrial & institutional care and home care.
54

Oleochemicals provide fats and oils that can be processed to produce chemicals similar to crude based sulfonates. The sulfate-based anionic surfactants are excellent examples that exhibit higher biodegradability and characteristics suitable to replace sulfonates. As more end-product manufacturers opt for safer products, current manufacturers are faced with offering sulfate-based solutions or have minimal focus on select segments or withdraw from the business. Sulfonated anionic surfactants present a picture of a mature market. As margins decline with increase in production, radical changes are needed by active participants. Anionic surfactants require a much more focused effort by active participants to sustain their business. Strategies by active participants need to be pursued to sustain their business interest in Europe. Distribution, product portfolio development and consolidation lend scope for improvement. Other possible remedies have been discussed in a recent study commissioned by Frost & Sullivan.

From the interviewed companies, India Glycols ranked as the top surfactant company, followed by Laffans Petro Chemicals Ltd. (taken over by Huntsman) and then Sterling Auxiliaries Pvt. Ltd. The respondents were very happy with all the factors of price quality and service to India Glycols, mentioning them to be very good (most of them) thus considering India Glycols to be a dominant player in domestic market. Laffans ranked low on service and price but good on quality factor, giving it the second position and Sterling ranked good on price but little low on service and quality thus securing the third position in the domestic market. It was also found that Sterling was majorly supplying non-ionic surfactants and very less of anionic surfactants. Most of Sterlings sales, about 95% come from non-ionic surfactants and around 5% come from anionic and amphoteric surfactants. However, its competitors are good suppliers of anionic and amphoteric surfactants as well, thus having a greater market share than Sterling. The respondents also expressed the desire purchase for fluorosurfactants, Alkyl Phenol-Free Surfactants and sugar-based surfactants due to its increasing demand. Thus, they be like their suppliers to even manufactures those respective surfactants, benefitting all.
55

5.2 Strengths and Weakness of (SAPL)Sterling Auxiliaries Pvt. Ltd. Sterling claims it has excellent reputation for 27 years. It is quick in responding to queries. It is ethical, transparent and trustworthy behavior through out all its patterns. Sterling is the only EO(ethylene oxide) derivative plant next to EO manufacturer RIL Dahej However, there are certain limitations the company admits. It competitor India Glycols has sales tax advantages for 15years, Sterlind does not enjoy this benefit. Its competitor Laffans had additional special discount from RIL due to 20years of old commitment of Mr. Dhrubhai Ambani with Laffans boss. 5.3 Recommendations Sterling should try and concentrate equally on amphoteric and anionic surfactants and gain its market share in order to be a market leader. Most importantly, it should also work on its logistics and improve the supply chain to execute prompt delivery thus improving its service efficiently. Quality checks of raw materials and finished products (surfactants) can uncover loopholes i.e. inferior quality raw materials thus; keep a check on overall quality before delivery. Sterling should also focus on untapped markets like paper chemicals and construction chemicals. Sugar based surfactants; Alkyl Phenol-Free Surfactants and Fluorosurfactants are also markets of great potential and have a bright scope. Thus, it will be beneficial for Sterling to venture into these untapped areas, adding more products and thus strengthening its product portfolio and market share. The market potential for amphoteric surfactants its expected to grow by 4.5% hence sterling should also try and give its attention to such surfactant, which already falls under its product range. Thus, try and make necessary improvements to benefit the growth of amphoteric surfactant market as well For surfactant manufacturers price and performance come before green. But oleo alcohols and bio-surfactants gain ground. Green and eco-friendly are two of the big buzzwords in the marketing of laundry detergents and other
56

household and personal cleaning products. However, it is still not easy combining high performance with cheaper, renewable-based surfactants. Thus, sterling needs to increase the level of green ingredients in formulations without compromising performance to gain competitive advantage. Another surfactant that sterling could strengthen its hold is for soyabean based surfactant. Such surfactants are used in selected markets like household detergents, agriculture, oilfields, personal care, etc. For improving its market share is soyabean based surfactants sterling can improve upon its knowledge in enzymatic processes, which are related to fermentation to produce surfactants. Increase knowledge in protein based surfactants, which is not available so easily. These surfactants emulsify best in highly alkaline systems such as detergents, household and industrial cleaners. Further application work holds good potential. Increased knowledge of the oil content to produce fatty acid components with less unsaturation. Process improvements in processing technology of producing surfactants by using micro fluidizer technology to prepare more stable nano emulsions. Separation technologies to produce products with fewer impurities to increase potential product applications, especially in food and personal care. Consumers of personal care products want products that are mild on their skin and hair along with being good for the environment. Thus, knowledge of the chemistry of skin and hair will create more scientific approaches to formulating products in this area. Renewable-based surfactants offer good potential here.

57

5.4 Limitations of research Like every coin has two sides, this research also faced certain limitations. They are as below1) Due to distant constraint companies outside Mumbai could not be visited and those contacted via email, failed to receive any response. 2) Approach as a college student posed as a limitation in a certain way i.e. the companies were hesitant to reveal very detailed and confidential information like volumes imported, types and quantitites of specific surfactants used to manufacture the end product 3) Not much of numerical data could be obtained as well i.e. price, market share percentage. 4) Respondents were not aware much about market share of foreign companies hence failed to rank them on top three positons.

58

APPENDIX Questionnaire 1. Kind of surfactants & applications? type Non-ionic Anionic Cationic Crypto 2. DOMESTIC MARKET: type names Non-ionic Anionic Cationic Crypto other Applications

supplier

volume

INERNATIONAL MARKET: type names Non-ionic Anionic Cationic Crypto other

supplier

volume

59

3. Reason for purchase fromi) Domestic companies Companies price quality 1. 2. 3. 4. Other service (specify)

ii)

International companies Companies price quality

Other service (specify)

1. 2. 3. 4. 4. Based on experience, rank as per preferencei) Top 3 domestic companies

Rank 1. 2. 3.

Company

ii)

Top 3 foreign companies Rank 1. 2. 3. Company

5. Kind of surfactants want in future?

60

6. Expectation for change in surfactant market? BIBLIOGRAPHY PDF files1) World Surfactant Market Latest update: June, 2010, Publish date: October, 2008 Publisher: Acmite Market Intelligence 2) SURFACTANT DEVELOPMENTS FORECAST TO 2010- Colin A. Houston and Associates, Inc. announces the availability of a new study entitled 3) SURFACTANTSA Market Opportunity Study Update Prepared for the United Soybean Board December 2008, By: Dwight Rust and Stephen Wildes EBSCO 1) ebsco.com-Alkyl Phenol-Free Surfactants Authors- fernandez, ana maria, jabbanema, laubna 2) ebsco.com-Novel Applications for Fluorosurfactants in Low-VOC Coatings Authors- Meng, Jean Source- Paint & Coatings Industry; Apr2007, Vol. 23 Issue 4, p84-88, 4p 2) ebsco.com- Sweet Green Surfactants Demanded authors- Guzman, Doris De, ICIS Chemical Business,19375786, 5/9/2011, vol.279

61

Links of websites used http://www.acmite.com/brochure/Brochure-Surfactant-MarketReport.pdf http://www.acmite.com/brochure/Brochure-Surfactant-MarketReport.pdf http://www.klinegroup.com/news/articles/Specialty_Surfactants _Gillian_Spec_Chemicals_June08.pdf http://www.articlesalley.com/article.detail.php/148802/221/Soc iology/Psychology/48/Asia_as_a_market_leader_surfactant http://www.scienceinthebox.com/en_UK/glossary/surfactants_e n.html http://www.huntsman.com/performance_products/eng/Home/Pr oducts/Surfactants/Technology_R&D/Activities/Surfactant_app lications_technology/index.cfm?PageID=5256 http://nanoparticles.org/pdf/Salager-E300A.pdf http://mumbai.justdial.com/surfactantmanufacturers_Mumbai.html

62

63