Novozymes establish new centre in Beijing, China

Novozymes to establish new centre in Beijing, China

4:33 PM, 4th July 2011
Novozymes to establish new centre in Beijing, China
Novozymes headquarters in Denmark.

BAGSVAERD, DENMARK: To work closely with expanding markets, Novozymes is establishing a new centre in Beijing, China. The Novozymes’ Household Care division expects phenomenal growth in these emerging markets. The centre will be fully operational in the fall.

”Our growth in the emerging markets is phenomenal right now and we expect it to become even better,” said Anders Lund, Senior Marketing Director - Household Care, Novozymes. The emerging economies are expected to grow at about 8-10 per cent per year, but Novozymes expects to grow more than that.

“Detergents and especially the use of enzyme technology have been under utilized in the emerging economies for the past decades. So there is very much room for improvement,” informed Lund.

The new centre will focus on developing the household care business in emerging markets and will operate in Asia for a commercial perspective.

“Often we’ve been criticized that we are too slow when it comes to grabbing the possibilities that lie in Asia and in emerging markets in general. Furthermore we acknowledge that we lack cultural understanding and that our westernized mindset therefore sometimes pulls the business in the wrong direction,” said Lund. “With this new centre we want to get closer to the consumers that are ultimately going to use our products.”

The company also expects to see growth of liquid detergents and a product called, ‘Unit Dose,’ a small tablet much like those available for dishwashing machines. 

“The production economy of our technology is strong and most importantly we have a continuous flow of next generation products in our pipeline. We’re as ready as we can be to grab the opportunities that lie ahead in the emerging markets,” said Lund.

(C) WOC News




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