We Had a Pleasant Conversation with Baha Telli, Chairman of the Board of Boysan Boya

We had an enjoyable conversation with Baha Telli, Chairman of the Board of Boysan Boya San. ve Tic. A.Ş., about the company's development process and the products it has delivered to the industry. Could you briefly tell our readers about yourself, your education and professional background? I was born in 1969. After completing my secondary education, I went to England in 1987. After receiving 2 years of business administration education in England, I returned to Turkey and began working at a sister company of Boysan Boya A.Ş. Later, in 1991, I moved to the main company of Boysan Boya A.Ş. and have continued my working life there for approximately 27 years.

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

Our company was established in 1969 as a limited partnership, took the form of a joint-stock company in 1977, and began as a distributor of major paint manufacturers producing in Turkey at that time, continuing with the trade of paints, polyester resins and fiberglass. In the mid-1980s, while being the second-largest distributor of one of Turkey's leading paint manufacturers, we made a strategic decision for the future, abandoned paint sales and distribution, and began supplying raw materials entirely to the paint sector. We started our journey by obtaining the main distributorship of Türk Henkel and commenced importing and selling all raw materials required by the paint industry. In this sense, we have always been alongside many paint factories established in Turkey from their founding days, providing technical and commercial services, and continue to do so. Over time, we expanded our business by representing the best international raw material manufacturers in the field.

Could you provide information about your product groups and the sectors you serve?

As of today, we serve the paint, construction chemicals and plastics sectors. We supply over 2,000 products including binders, resins, pigments and pastes, waxes, polymerization additives, cellulose ethers, iron oxide pigments, matting agents and silicas, antifoaming agents, wetting agents, dispersing agents, biocides, anticorrosive pigments, coloring systems, flame retardants, specialty plasticizers, slip agents and fillers. We represent and distribute leading global manufacturers such as Basf, Shinetsu, Lanxess, Grace, Troy, MicroPowders, Fast&Fluid and SNCZ. Could you tell us about your R&D activities and investments? What are your priority objectives in R&D work? We conduct our R&D activities as project partners with the technical teams of our customers and supplier companies. Where necessary, we can provide formulation and quality control support by utilizing the technical teams and laboratories of foreign manufacturing companies.

Could you tell us about your import and export volumes and products?

We have serious export activities and increasingly growing sales volumes in the Turkic Republics and North Africa. Particularly in the Turkic Republics, our long-standing good relationships, the technical support we provide to paint manufacturers there, and our distribution of Basf products provide new opportunities for our other product portfolio. How do you determine new products to be added to your product range? We closely follow global trends and technologies. In particular, new-generation products developed according to environmental regulations and changing regulations affecting chemical raw material markets, innovative products—we introduce them to our customers in Turkey at the same time as the world, and we strive to prepare them today for tomorrow. Could you provide information about your paint additives? We supply almost all components used in paint production. These include: binders, resins, pigments and pastes, waxes, polymerization additives, cellulose ethers, iron oxide pigments, matting agents and silicas, antifoaming agents, wetting agents, dispersing agents, biocides, anticorrosive pigments, coloring systems and others.

Why do you think companies prefer your company?

For 47 years, we have been alongside virtually all paint manufacturers in Turkey. We provide a service of delivering the highest quality products from original packaging, from the leading international manufacturers in the field, to our customers' door. We work with a solution-oriented and customer-oriented approach. We provide technical service, we provide fast service. Under today's competitive conditions, rather than merely selling products, we supply the highest quality products to our customers in the most economical manner and are able to provide technical consultancy that will ensure maximum benefit to their formulations. Could you tell us about your company's working principles and vision? We have been alongside 80-90% of paint manufacturers producing in Turkey since their establishment. The support provided by our technical team is very important. We provide the same service abroad as well. We have always had a service approach that emphasizes quality and places the customer first, and our effort to make this even more perfect every day will never stop. What is your view on the profile of paint consumers in our country? Do you consider consumers' knowledge about paints sufficient? The paint consumer in our country today, unlike in Europe, is not a direct paint consumer but has a profile of consuming paint through an intermediary firm or craftsperson. In this sense, we are aware of serious training and awareness-raising efforts by paint manufacturers. Per capita paint consumption in Turkey is 11 kg/year, which is much lower than in Europe; as of 2023, there is a target to increase this to 20 kg/year. Today, consumers in Turkey are becoming increasingly aware of preferring paints that are health-conscious and environmentally sensitive.

In general, what can you say about the paint industry yesterday and today?

The paint industry today has reached a position where it closely follows global technologies, develops products in line with market demands, and is beginning to gain ground in the international competitive market. Could you share your assessments about the paint industry in Turkey? Turkey is Europe's 4th largest paint manufacturer, and the sector's prospects are genuinely very bright. Turkey holds a 2% share in the global paint market. Its potential is growing and it is making serious contributions to the country's economy. Could we learn about your employee profile? Do you have initiatives to serve your customers better? As Boysan Boya Sanayi, we have a valuable team with long years of experience in the sector, technically-oriented staff who closely monitor sector developments and needs both commercially and technically, and who prioritize teamwork and shared success.

What do you emphasize to ensure the long-term presence of your products in the market?

We never compromise on working with products and manufacturers that use the latest production technology and care about the environment and human health. We strive to add to our portfolio products that will meet not only today's but also tomorrow's production needs. How is 2016 going for your company? Could you summarize your expectations and goals for 2017? 2016 is a difficult year but we are within our budget, maintaining our targets firm, and continuing our work to increase product diversity. 2016 was also a year of good beginnings for us. We merged with our sister company Tarakim, which also represents and distributes specialty chemicals and additives, under the Boysan umbrella, thus strengthening ourselves further. We believe 2017 will also be somewhat challenging, but we have strong faith and confidence in Turkey and Turkey's potential. We build our goals, plans and priorities accordingly. We believe foreign companies will continue to invest in our country and these investments will increase in 2017.