Sika Malaysia

by NURUL NAJMIN ABU BAKAR 

SIKA MALAYSIA is building momentum in high-value industries such as semiconductors while accelerating its retail market push and advancing its commitment to reach net zero emissions by 2050.

The growth ambition is anchored on the group’s “Sika for Sustainability” framework, which prioritises carbon reduction, water conservation and long-term sustainable growth.

Head of Distribution and TM Building Finishing Dattu Saripalli (picture; above) said the company’s internal sustainability standards often surpass regulatory requirements, with no product entering the market without meeting its own strict benchmarks.

He shared that their product, the Sika Ceram, which is a tile adhesive, has been certified for sustainable performance after undergoing rigorous internal evaluation.

Innovation is central to the company’s growth strategy, supported by four technology centres in Asia, including a flooring laboratory in Malaysia under the Sika Blueprint initiative.

The company’s portfolio covers concrete admixtures, cementitious powders, flooring systems, roofing membranes, adhesives and coating solutions.

Since its establishment in 1991 with its first head office in Petaling Jaya, Sika Malaysia has expanded to operate seven factories and seven sales offices nationwide.

Sika Malaysia, a company dealing in specialty chemicals for construction, industrial and automotive markets, has opened its new headquarters in Bangsar South, Kuala Lumpur, consolidating key business functions under one roof to improve operational efficiency and better support its expanding workforce and customer base.

The facility brings together 150 employees from commercial and support functions in a centralised workspace that enhances cross-department coordination, speeds up decision-making, and strengthens internal collaboration.

Dattu said acquisitions, such as the purchase of ParexGroup in 2019, have significantly strengthened its manufacturing and distribution capabilities. Aside from Parex, another acquisition is the Master Builders Construction Chemicals Group (MBCC) in 2023.

Sika products including roofings have been used in landmark projects and major shopping complexes, as well as infrastructure like the LRT and MRT systems.

Dattu added that the company offers “basement-to-roof” solutions for residential, commercial, industrial and automotive markets.

The company serves two core customer groups which are large-scale developers and everyday homeowners with their own distinct needs.

He explained that developers and contractors often demand comprehensive solutions, investing considerable time in assessing technical specifications and ensuring long-term product performance, while retail customers prioritise ease of use, simple application and consistent durability.

For each segment, Sika has dedicated sales, customer service, product development and after-sales teams. The retail hardware sector covering small contractors, homeowners and shoplot refurbishment now accounts for more than half of the total industry size.

Dattu pointed out that Malaysia’s maturing housing market means that demand for new homes will eventually slow, creating greater opportunities in refurbishment and home improvement.

In many developed economies, he said, refurbishment activity has already surpassed new construction, making it necessary to focus resources on this segment.

He observed that homeowners are increasingly willing to invest in upgrades such as waterproofing, flooring and better living spaces. However, the refurbishment trend will remain a key growth driver for the company in the long term.

Sika has long engaged customers through trade shows, architect meets and Pertubuhan Arkitek Malaysia (PAM) events, as well as roadshows to train and educate retailers and end-users.

“Regular applicator training sessions are conducted at Sika facilities to ensure proper product usage,” he told The Malaysian Reserve (TMR). 

Dattu said Sika is now adopting a more technology-driven approach to enhance customer engagement.

This month, the company will launch a digital platform accessible via WhatsApp, mobile app and web interface for retailers and end-users. The platform will enable two-way communication, allowing users to submit feedback, seek assistance and connect directly with the brand.

The initiative aligns with Sika’s Asia Pacific strategy to strengthen digital interaction and collect consistent feedback.

Dattu noted that multiple distribution layers often create a gap between manufacturers and end-users, and the platform aims to close that gap.

Additionally, the company has introduced its ‘Sika My Rewards’, which is a loyalty programme for distributors, retailers and end-users, on Aug 20 where users can earn points by uploading purchase receipts, redeemable for e-vouchers, Touch ‘n Go credits or physical rewards, with additional points via referrals.

Eligible Sika products will rotate seasonally, with waterproofing items highlighted during the monsoon period.

Nationwide reach and logistics capacity are also among the company’s strongest assets, with its distinctive yellow retail branding widely recognised.

Dattu stressed that Malaysia’s geographic spread creates logistical challenges, especially between West and East Malaysia.

From its origins as an importer 30 years ago, the company now manufactures locally across seven plants.

Dattu explained that local production not only shortens transport times but also enhances agility, ensuring a steady supply of products from facilities designed to meet a wide spectrum of market needs.

The company works with a network that serves about 4,000 shops nationwide, with plans to expand market penetration at a double-digit pace.

In retail, Dattu emphasised that product availability is key because “what you see is what sells,” making quick replenishment critical.

He said Sika’s network ensures stock is available even in remote markets like Miri and rural Sabah, adding that the combination of local manufacturing, extensive warehousing and strong distributor partnerships gives the company a competitive edge.

Quality consistency, he noted, is equally critical, with every batch made to global standards and subjected to rigorous testing. Factory teams conduct thorough batch checks supported by automation and strict quality control systems.

Dattu further elaborated that training and skills development are a priority at Sika with programmes delivered through roadshows, applicator meets, in-house sessions and webinars.

The upcoming digital platform will host training videos, certification modules and event registrations, creating a seamless learning experience.

He added that products are engineered for ease of use, with clear instructions and tolerance for minor application errors.

Meanwhile, Dattu shared that sustainability is embedded in every stage of development and manufacturing.

The company is on track to meet its 2050 net zero target, with investments in circular production that extend product life cycles and cut waste.

Reusable materials, alternative cementitious components and CO₂ reduction, he noted, are priorities for both global and local R&D teams.

He said the flagship Pyrolysis product has achieved a 50% cement replacement rate, with ambitions to raise this further.

Circular economy principles, Dattu added, ensure every material is used efficiently with minimal waste, noting that responsible sourcing from local suppliers reduces transportation distances and emissions.

Durability is another critical factor in sustainability, as longer-lasting products mean fewer replacements.

“Sustainability is not a buzzword for us, it is a fundamental principle in how we design, produce and deliver our products,” he said.

The company measures the impact of its training and advisory programmes through both quantitative and qualitative metrics while repeat purchases from major clients are a strong sign of customer satisfaction.

“As a listed company, our numbers are public, and when our leading customers grow with us year after year, it is a strong endorsement of our approach,” Dattu said.

Annual surveys are conducted with both internal and third-party support to gather insights from retailers, end-users and distributors.

Feedback is incorporated into new tools, including the upcoming digital platform, which will offer instant product details, application guides and shareable materials.

He noted that retail packaging is deliberately kept clear and uncluttered so customers can understand usage within a minute.

Meanwhile, a focused retail portfolio helps avoid confusion and is backed by in-store branding, brochures, samples, mock-ups and digital tools.

Purchase decisions in building materials are often driven by applicators, small contractors and retailers.

To reach homeowners, Sika promotes selected consumer-friendly products such as the Sika Boom 140 polyurethane foam and the Sika Ceram 850 epoxy tile adhesive.

“If customers can experience Sika quality in a few key products, they are more likely to trust and choose our brand again,” Dattu said.

The company’s growth strategy combines global standards with strong local execution. It follows a global framework for quality, sustainability and performance, but adapts it for Malaysia’s market needs.

“Our technology platform is global, but we localise it to meet Malaysian requirements, which sets us apart from competitors who rely mainly on local technology,” he said.

Dattu mentioned that quality is prioritised over cost, with products meeting international benchmarks even if priced higher.

Globally, Sika operates more than 400 factories in over 100 countries, employing 34,000 people, including over 400 in Malaysia.

Its markets span residential, commercial, infrastructure and automotive sectors, supplying concrete and waterproofing systems, roofing, flooring, plasters and building finishes.

It also provides bonding solutions for windshields and other automotive components to leading manufacturers.

Dattu shared that the company will continue to expand innovation capabilities and strengthen brand visibility.

With global expertise, strong local production and a deep commitment to sustainability, Sika is well-positioned to capture opportunities in Malaysia’s evolving construction sector.

The post Sika Malaysia eyes high-value growth, retail expansion and net zero goals appeared first on The Malaysian Reserve.