Rhodia seeks differentiation

Rhodia doesn't want to compete with Asia on textile market and will focus efforts on value-added products. The production model in scale is losing strength in the group, says the new President of Rhodia textile fibres, Renato Boaventura.
According to the Executive, the goal is to double the contribution of the products launched less than five years within the total sales of the group, from the current 20% to about 40% by 2018. For that, the company invested r $ 50 million in its plant in Santo André and is developing fibers towards the increase of competitiveness of the textile chain and sustainable solutions to the market. Disabling the Jacareí unit, at the end of 2014, is a reflection of this measure, said Bonaventure yesterday at an event with journalists.
The Brazilian market, according to the Manager, will be the laboratory of new products. The idea is to sell around 50% of the innovative production in foreign markets. The simple fibers segment would be limited to Latin America.
Rhodia expects a 5% drop in sales of fibre market in Brazil in 2015. Next year, however, the sector must grow back, around 2%, estimated the new company President.
Despite the new focus, Bonaventure ensures that no textile business shrinkage within the portfolio of the group. There was, according to him, the output of the fiber segment for tires, where it wasn't worth competing.
Rhodia has also announced the launch of its new line of textile fibres that do not need to be washed or receive protection against yellowing. With the new, the manufacturers would save between 80% and 100% of water use in their production.