The Baur Asia business model
your bridge to Asian markets
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Organisation
Baur Foundation
Geneva / Switzerland
Lanka-Baur Holding S.A.
Geneva / Switzerland
A. Baur & Co. (Pvt.) Ltd.
Baur Asia Pte. Ltd.
Sri Lanka
Singapore
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Organisation
• Olivier Dunant, President
• Thilo Hoffmann, Member
• Claude Demole, Member
Baur
Foundation • Jean Ilg, Member
Lanka-Baur
Holding S.A.
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Jean Ilg, President
Olivier Dunant, Member
Thilo Hoffmann, Member
Claude Demole, Member
Philippe Ilg, Company Secretary
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A.Baur & Co.(Pvt.) Ltd.
Established 1897
5 Upper Chatham Street
Colombo 1 Sri Lanka
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The founder of the
company Alfred Baur
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Our Swiss roots
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100 % shareholding with
Lanka-Baur Holding Ltd.
in Geneva/Switzerland
Lanka-Baur Holding Ltd.
is fully owned by Baurs
Trust in Switzerland
The Baurs Museum “Baur
Collection” is in Geneva
The Baurs Trust is
engaged in world-wide
charity
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Organisation
Lakshman Niyangoda
COO
Jayendran Setukavalar
Director
Head Optics, Personnel, Purchasing,
Wharf ,HRD & Exports
Jayantha Ratnayake
Director
Head Engineering
Head Finance, Support Services
Thomas Daetwyler
CEO
Mahanama Dodampegama
Amal Peiris
Director
Director
Head Healthcare
Head Specialty Chemicals,
Travel & Airlines
Janaka Gunasekera
Director
Head Agri Inputs Division
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The Departments
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Fertilisers
Agrochemicals
Agricultural Implements
Plantations
Healthcare
Mead Johnson
Food Ingredients
Optics
Specialty Chemicals
Exports
Engineering
Travel and Tourism
Airlines
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1884
Alfred Baur of Switzerland came to Ceylon
1897
Alfred Baur founded “Ceylon Manure Works”
1941
Baur's Building at Upper Chatham Street in Fort constructed
which still houses the company’s head-office.
1945
After the Second World War, the company expanded rapidly,
to become the major importer and distributor of agrochemicals,
pharmaceuticals, industrial chemicals and textile dyes in Sri Lanka.
1951
Alfred Baur, Founder, died in 1951 in Geneva.
1964
Baur’s Office and Stores Complex in Grandpass completed.
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1970
Sprayers Factory, Mechanical Workshops and Stores at Biyagama
Road, Kelaniya were built.
1996
Baur’s Building was damaged by the massive bomb blast at the
nearby Central Bank.
1997
Baurs embarked with optimism on a series of centenary celebrations
and inaugurated the Alfred Baur Memorial Trust which is used to
develop rural areas in Sri Lanka.
2005
Her Excellency Chandrika Bandaranaike Kumaratunga, then
President of Sri Lanka appointed Mr. T.W. Hoffmann to the titular rank
of Sri Lanka Ratna. This is the highest honour conferred on non-nationals
and is awarded for exceptionally outstanding and most distinguished
service to Sri Lanka.
2007
Company celebrated its 110th year anniversary with a reception for all
employees.
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Hereunder is an excerpt of the message of the Managing Director Thomas Daetwyler on 110th year anniversary
reception:
“Dear Fellow Employees and guests,
One hundred and ten years ago, Mr. Alfred Baur founded this company with a vision to create a value for the
future. Unlike many other companies founded at that time, the vision to create a company was not unlike the vision
to create a legacyitself; a larger vision.
So what would the company be like? It wasn’t enough to create a fertiliser company. Baurs would be not only
state of the art organisation, but under the leadership of Mr. Alfred Baur, it would be a leading-edge facility known
for exemplary, research based and nationally recognized service to the nation.
In 2000, I was selected to be the new Managing Director of Baurs. This is now my eighth year and can only be
described as a journey that would contribute to a marvelous story about discovery, passion, compassion and leadingedge organization, sometimes against all odds. It’s been a very intense trip “Back to the Future.”
As we continued to escalate our commitment to grow Baurs, the halls were filled with the echoes of decades
past crying out to me. We all have proven that Baurs stands strong and rejuvenated in the Sri Lankan business
environment.
Tonight is about the celebration of our proud heritage. Tonight is about the passion of the wonderful
employees of Baurs and this night has been made possible by the support of those employees and a singularly,
focused board that passionately embraces the continuation of a full-service, community-based organization
contributing to the development of our host country and the legacy of Mr. Alfred Baur.
This night has been made possible by the dedicated and phenomenal commitment of our employees. Our
company would have closed, most assuredly, in the difficult days in the 1960’s and 70’s, had it not been for the work
of these loyal, tireless men and women. I surely do not need to remind you of the work and commitment of our
Honorary Chairman Mr. Thilo Hoffmann who navigated Baurs through those most difficult periods. Thank you Mr.
Hoffmann. Thanks also go to the
committed members of the Baur Foundation who in the spirit of Alfred
Baur were always very supportive of Baurs and ensured the continuation. I like to mention in particular Mr. Ilg.
I also take this opportunity to thank all the employees of the company and my colleagues on the Board who
have supported me throughout these years.
I know that we have a responsibility to ensure the successful continuation of Baurs and to assist in the
transformation of this organization to be geared for the future. But rest assured, we will make it happen.
As President Roosevelt said, “Do what you can with what you have, where you are.”
Thanks to all of you for allowing me to do what I can and for giving me all that you have. “
Tracing the history of the firm, we pay tribute not only to the founder but also to the many fellow workers
who contributed much to our success
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A. Baur & Co. (Pvt.) Ltd. today…
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We employ over 600 people
We have a share-capital of US$ 9.5 Mio
We have total assets of US$ 18 Mio
We generate an overall turnover of approx. US$ 120 Mio
The name 'Baurs' stands for
trust, reliability, quality and innovation.
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• In 2009, total car sales in China overtook those of the US
• According to Goldman-Sachs, China will overtake the US as
world’s largest economy by 2027. This is not considering the
possible revaluation of the currency (RMB) which, if it
happens, will accelerate the process.
• Jim O’Neill, the author of this prediction, forecasts China
growth in 2010 at 11.9%
• HSBC has decided to move its CEO from London to Hong
Kong
• Asia has great diversity and vitality
• India and China have 100 million more middle class per year
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Asia Guidelines
Many western firms fail in Asia because conditions are different:
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The cultural barrier
Guanxi which describes the basic dynamic in personalized
networks of influence, is a central idea in Chinese society
The need for local partners, time factor, rituals, trust and
hierarchy
Need to be persistent, patient, observe local customs
Need to treat elder people with respect
Never cause anyone to lose face, importance of rituals e.g.
how to accept a business card
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Alfred Baur from Switzerland
the founder of Baurs
Swiss Companies in Asia
Alfred Baur was born in 1865 in Andelfingen (Zurich/Switzerland).
He studied in Winterthur and then joined an important international trading
company Volkart Brothers and was transferred to Ceylon. He established his own
business in 1897.
He founded the Fondation Alfred & Eugenie Baur in 1931 to ensure the continuity
of his company in Asia.
Long before others established their business in Asia, he had the vision for the
importance of these markets.
Swiss companies have for over 150 years marked presence in Asia
They are synonymous with Swiss efficiency and reliability.
The strength of Swiss entrepreneurship has always been integrity, ethical behaviour,
reliability and social responsibility as well as respect for the traditions and culture
of the host countries.
Swiss companies up to this day enjoy a high reputation and are sought after as
partners in business.
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The advantage of a gateway in Asia
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Local infrastructure and experience in the region allow our
partners to focus on their own core expertise
Reduction of regional risks
High costs for regional offices and recruitment are avoided
With Baur Asia you have a regional office with knowledge
of the region
Defining regions is another important factor. Often regions
are created on a geographical basis without considering
important factors such as cultural, administrative, political
and economic differences
The world is neither truly local nor global
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Forecast for 2020 Share of world GNP
BRIC=Brasil, Russia, India, China; Asia without China
30%
25%
20%
15%
10%
5%
0%
1980
2020
BRIC
16%
26%
Asia
12%
12%
Middle/Northamerica
26%
24%
Europe
28%
22%
Rest of the world
18%
16%
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Asean Countries GDP Growth Rates
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0
-2.0
-4.0
China
2000
2007
2008
8.3
11.9
9.6
Korea.
Rep
3.8
5.0
2.2
Malaysia Singapore Thailand
0.3
6.5
4.6
-2.3
10.5
7.7
2.2
5.5
2.6
Vietnam
India
6.9
8.0
6.3
5.8
9.0
7.4
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General Company Description
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Many SMEs have a range of innovative products of superior
quality with good potential for the Asian markets
Many companies do not have the required know how to
effectively and successfully promote their products in Asia
Baur Asia Pte. Ltd. - as your partner in Asia – allows you to
concentrate on your core competence and at the same time be
present in the region without having to invest in people or
infrastructure
Baur Asia builds on a long and successful manufacturing and
trading history and experience of A. Baur & Co. (Pvt.) Ltd.
(www.baurs.com)
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Singapore – gateway to Asia
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Singapore has a strategic position with 2.8 billion people living
within a 7-hour flight radius, Singapore is the gateway to the
region’s resources and markets
Access to the fast growing Asian markets with a strong demand
for innovative products and services
Free Trade Agreements and Double Taxation Avoidance.
First rate sea, air, IT and telecommunication infrastructure,
sound legal and regulatory frame work, strong intellectual
property policies, low taxes, excellent financial services
Over 6,000 multinational companies and 100,000 SMEs that
create an ideal environment for business synergies
Cosmopolitan city with socio-political stability and a high quality
of life ranked the highest by Economist Intelligence Unit. 20
Products and Services of Baurasia
Methodology and Steps Forward
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Selection of distributors/agents
Coordination, marketing and logistical functions
Regional distribution from Singapore
Market surveys to explore the market potential
“Single Point Contact” for our partners thereby bridging distance,
logistical and time difference
Baur Asia requires from its partners:
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Brochures covering products targeted for Asia (English)
Any available market data collected during earlier surveys specifying
 Target customers / industries
 Size of market in units / dollars
 Competitors (names / products / strengths / weaknesses)
Target pricing
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Our team of experts
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We are a team of nine experts with senior management experience from
eight different countries
We have MNC and SME background
Our strength lies in management, marketing, distribution, logistics,
administration and start up
We have worked in 18 countries
We have a solid organisation with our team in marketing, logistics and
finance
We communicate in English, French, German, Italian, Mandarin,
Portuguese, Sinhalese and Spanish
We bank on the experience of our organisation of over 110 years in Asia
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Organisation / Structure
Management
Operations
Thomas
Daetwyler
Koh Boon Tuan
Susan Sim
Segments
Technical
Flavours and
Food
Ingredients
Consumer
Healthcare
Services
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Management and Organisation
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Thomas Daetwyler, Director, based in Singapore and Sri Lanka
Swiss citizen with more than 30 years experience in Asia
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Thiam Siew Low, Director, based in Singapore
Singaporean citizen with a vast knowledge throughout Asia,
responsible for services, hrd segment and management
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Cubby Wijetunge, Vice President, based in Sri Lanka
Sri Lankan citizen with long years of experience in MNCs and local
SMEs, responsible for the Indian subcontinent
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Elmar Lins, Vice President, based in Thailand
Austrian citizen with a long career path throughout Asia, specialized in
management and logistics
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Yohan Dissanayake, Asst. Vice President, based in Sri Lanka
Sri Lankan citizen, responsible for the commodities and healthcare
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Management and Organisation
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Mahanama Dodampegama, Vice President, based in Sri Lanka
Sri Lankan citizen with 25 years experience in healthcare, responsible
for healthcare and cluster markets
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Jean-Pierre Christen, Vice President, based in Brazil
Swiss citizen with over 40 years experience in marketing, responsible
for South America
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Walter Widmer, Vice President, based in Indonesia
Swiss citizen with over 25 years experience in Asia with MNCs, SMEs
and his own organization.
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Amal Peiris, Vice President, based in Colombo
Sri Lankan citizen with over 25 years experience in the textile industry
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Angelo Nicholas, Asst. Vice President, based in Colombo
Sri Lankan citizen responsible for segment surgicals
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Our Team
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Thanakrit Traithip, Manager based in Thailand
Thanakrit brings many years of marketing and management
experience to Baur Asia’s operation. He is responsible for Thailand,
new markets, new lines and regional logistics/management
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Uppatam Fuangkham, Sales Executive based in Thailand
Uppatam has gained extensive knowledge in marketing both regionally
as well as in the Middle East. He is responsible for Thailand ACD,
Vietnam, Laos and Cambodia
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Nawziya Hossen, Sales Executive based in Colombo
Nawziya is responsible for Indonesia, Maldives, Pakistan, Sri Lanka
and Bangladesh
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Our Team
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Waiyarin Innoppakun, Marketing Executive based in Bangkok
Waiyarin brings extensive experience in both sales and marketing. She
is responsible for Singapore, Malaysia, Japan, Myanmar, Brunei,
regional activities and new lines.
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Pimmas Rianpinyawat, Marketing Executive based in Bangkok
Pim brings long experience in marketing and regional distribution,
which is valuable to Baur Asia and our Distributors. She is responsible
for Philippines, Korea, Departmental Stores and support in regional ACD
and marketing.
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Our Team
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Susan Sim, Administrative Officer based in Singapore
Susan is the heart of our company with long experience in logistics,
administration and management. She coordinates with both
principals and customers
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Jayamani Weerasekera, GM Finance based in Colombo
Jayamani has all figures at her fingertips. She is both organised as
well as very proactive and has a distinct capability to analyse
accounts
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Koh Boon Tuan, Office Manager based in Singapore
Koh is responsible for accounting functions of our organisation
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Connecting Points
Principals
Baur Asia Singapore
Primatek Holding
A. Baur & Co. (Pvt.) Ltd. Sri Lanka
Indochina
Agents
• Asia, Europe, South America
• Singapore, Malaysia, Myanmar, Brunei, Nepal
• Responsible for Indonesia
• Indian Subcontinent
• Thailand, Vietnam, Laos, Cambodia
• Philippines, Japan, Korea
Coordinating Office in Brazil
• Jeanpierre Christen
Coordinating Office in Latvia
• Arnis Teteris
Coordinating Office in Czech Republic • Josef Penkava
Lanka-Baur Holding SA Switzerland
• Shareholder
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Some of our partners
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Some examples
Egli Fischer & Co. AG
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Swiss medium sized company
specialised in an innovative
product into a niche market
Were able to establish the
products into the markets with
regional stockholding
Mead Johnson
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Large multinational (Nutritional
food) originally present in most
Asian markets
For logistic, cost and policy
purposes withdrew from
markets smaller than 3 Mio
US$ turnover
Baurasia takes over this role in
a cluster thereby being a one
contact partner for several
markets
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Some examples
Akras AG
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Austrian medium sized
company specialised in
flavours and food ingredients
Baurasia takes over the role as
regional office coordinating
and promoting flavours
through agents appointed in
the target markets
Medium term regional
stockholding is planned for
faster supply
A. Baur & Co. (Pvt.) Ltd.
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Sister company established in
1897 in Sri Lanka
Represents large
multinationals in the segments
healthcare, agriculture,
specialty chemicals, optics,
textile machinery, food
ingredients, airline and tourism
in Sri Lanka
Acts as regional hub with
bonded warehouse for the
Indian subcontinent
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Some examples
Nouvag AG
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Swiss company with high tech
instruments for dental and
surgical application
Handling markets and building
up service center for Asia
Frei Swiss AG
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High end physiotherapy
instruments manufactured in
Europe mostly used in hospitals
for rehabilitation
Did a market research initially
Managed to place reference
installation in Bangkok so that
regional parties could see the
equipment
Now expanding into Indonesia,
Singapore, Malaysia
Further steps will be market by
market approach
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Some examples
Polaroid Eyewear
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International Head office in Zurich
Well known manufacturer of quality and
fashionable sunglasses
Since 2007 established distribution in major
Asian markets
Regional warehousing since 2009 to serve the
markets more efficiently
Increase of turnover since 2007 by 400 %
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Our offices
Our offices are in a modern office complex in Singapore
#08-57 Vertex Building
Ubi Avenue 3
Singapore 408868
Office phone: +65 6293 6282, Fax Number: +65 6293 6383
Email info@baurasia.com
Business Registration No 200700035R
Office Bangkok:
c/o Thai Leader Global Trade Co., Ltd.
13th Floor 13 C/3, Piya Place Building
29/1 Soi Lang Suan, Ploenchit Rd.
Lumpini, Patumwan
Bangkok, Thailand 10330
Phone no : +66 2652 1223, Fax no : +66 2652 1224
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Reach the top
with us!
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