In the rapidly evolving paints and coatings market, innovation must be shaped by anticipating customer needs before they’re voiced. At Caldic, that means tapping into the expertise of market specialists, technical teams, and on-the-ground feedback to craft practical, forward-looking solutions.
Dr. Nurudin Budiman, Regional Senior Director and Marketing and Innovation, Caldic Indonesia, saw such a need on the horizon. “When it comes to pH adjusters, customers are looking for alternatives to the current amine-based products,” he says. His answer was to develop a new kind of pH adjuster - one that sidestepped the traditional formula entirely.
The result was an ammonia-free, amines-free adjuster that’s nearly odorless, non-yellowing, and equipped with strong neutralization power. With low volatile organic compounds (VOCs), it promised a less harmful, more user-friendly option for coatings, lubricants, and inks. “It wasn’t just about making something different - it was about making something better for people and the environment,” Nurudin adds.
To bring the concept into reality, he teamed up with Thong-in Poojanhar, Application Development Manager, at Caldic Thailand. Thong-in took the lead on end-use testing and benchmarking. “With its wide-ranging applications, we meticulously tested and modified the end product formulation to cater to customer requirements. Using the industry products as a benchmark and matching their efficacy was key,” he explains.
The team worked across Caldic’s labs in Thailand and Indonesia, incorporating the adjuster into in-house finished paint formulations. Along the way, they solved a critical challenge in water-based paints and inks: microbial growth. Traditional amine-based adjusters often interact with and deactivate biocides, compromising long-term protection.
After rounds of fine-tuning and rigorous validation, the product, now named PHEL Conc – pH Elevate Concentrate, joined Caldic’s paints and coatings portfolio. Nurudin and Thong-in personally trained the commercial teams to position the new adjuster in the market.
Today, several countries in the Asia Pacific region are already promoting PHEL Conc, with early customer orders exceeding expectations. Expansion to additional markets is well underway.
"The PHEL Conc formulation doesn’t interfere with biocide performance, which means better durability, UV protection, and weather resistance.”
La innovación en recubrimientos y construcción impulsa alto rendimiento y sustentabilidad. Con Caldic, los clientes cuentan con acceso a materias primas, laboratorios e información para resolver retos complejos de formulación. Co-creamos soluciones duraderas, conformes y listas para el futuro en diversas industrias.
