An Engaging Conversation with DYO General Manager Mehmet Mutlu Uysal

DYO General Manager Mehmet Mutlu Uysal spoke with us in an engaging interview. In our conversation, Uysal shared DYO's development and the factors contributing to the company's success with our readers.

Could you briefly tell us about yourself, your educational background, and your professional experience in the sector?

After graduating from Dokuz Eylül University Faculty of Business Administration in 1991, I completed a master's program in marketing at the same university. I am currently continuing my career as General Manager at DYO Boya.

Could you outline the development process of your company since its establishment?

Today, as a brand offering 1,200 different products with five brands across 11 main sectors and 60,000 color varieties, with our R&D centers located in our factories in İzmir Çiğli and Kocaeli Dilovası—which rank among Turkey's top 10 R&D centers—we introduced 114 different and innovative products to the market last year while completing a total of 76 projects, and we launched 75 new R&D projects during the year. Consumer preferences are at the focus of all our work. Together with DYO's "adding value, protecting, and beautifying" proposition, we are aware of our responsibilities to society and the environment, and we set our business objectives in line with sustainable development goals. [caption id="attachment_158405" align="aligncenter"] DYO General Manager Mehmet Mutlu Uysal[/caption]

Could you provide information about your decorative and industrial paints products?

We offer paints and insulation solutions for the protection and beautification of the interiors and exteriors of homes. We produce protective and coloring products so that vehicles maintain their appearance from the day of purchase. Through our coloring products that enable wood products and furniture to have long service life and harmonize with the decoration of living spaces, we supply products to both the sector and consumers. For the white goods sector, we produce protective paints to ensure the longevity of appliances and technological solutions to meet consumer needs. We supply protective products to the maritime sector to prevent ships and boats from being affected by harsh conditions. We also produce protection and coloring solutions for structures such as radiator panels and elevators that we use daily in our homes and workplaces.

Could you provide information about DYO's domestic and international operations?

Domestically, alongside our dealers and sales outlets, we prioritize making targeted investments in marketing channels while closely monitoring changing consumer usage habits, and we are significantly increasing the proportion of digital channels in our marketing investments. Recently, in line with the digitalization process, as a leading company in the sector, we launched the boyadyo.com website and mobile application reflecting DYO Boya's expertise and trustworthiness, offering secure shopping with a single click. The boyadyo.com e-commerce site, registered with Etbis for secure e-commerce, offers consumers the opportunity to have DYO Boya guaranteed products carefully packaged and delivered quickly and reliably to their chosen address. Shopping on boyadyo.com provides free shipping, while consumers can return their purchases unconditionally within 14 days. Through the DeneKart color card launched on boyadyo.com, we offer consumers the opportunity to see three colors of their choice on their walls. After entering boyadyo.com, colors are selected from the DeneKart color card section. We send these three colors in the form of a DeneKart that shows how they will look when applied to the wall, with free shipping to the specified address. We recently relaunched DYOLOG, our loyalty program that has been a companion to master craftsmen and artisans, an important target group of ours, since 2009. With this relaunch, we continue to stand by our members with a stronger infrastructure, growing stronger together with our members. Additionally, we have renewed OtoDYOLOG, the only loyalty system for automotive repair and paint technicians, and we continue to move forward with confident steps in line with our brand objectives. Through our business partners abroad, we export products to more than 50 countries across Asian, European, and African markets. In exports, in addition to our conventional product range, with the knowledge and experience of manufacturing in many product groups, we aim to develop products taking into account the special requests of our customers abroad or to win potential customers with our different existing products. Additionally, in export markets, in addition to our conventional product range, we serve with our EPD, Eco-Label, and low VOC products that prioritize human and environmental health.

Could you discuss the work you are conducting in the field of information security management as DYO?

We successfully completed the 27001 Information Security Management System Interim Audit and 27701 Personal Data Management System Certification audits conducted by Bureau Veritas. With this, we have set another precedent as the first company in the paints sector to obtain certification in the "27701 Personal Data Management System" standard.

Could you discuss the work and projects you are conducting related to carbon footprint and climate change?

Together with DYO's "adding value, protecting, and beautifying" proposition, we are aware of our responsibilities to society and the environment, and we set our business objectives in line with sustainable development goals. Just as in all business processes, we conduct our R&D work with a sustainability focus, prioritizing designing products that comply with regulations and place human and environmental health at the forefront. To be able to pass the functions of ecological systems to future generations, we are implementing our DYO Green Accord Action Plan by focusing on developing "environmentally conscious and sustainable green products." Within this scope, through our ECO LABEL certified products and our low VOC products, we aim to minimize environmental impact. For the circular economy, we are developing waste reduction and resource efficiency projects, and we aim to support Carbon Footprint and Water Footprint work with R&D projects.