Advance Group – An Introduction
 History
 Vision & Mission
 About Us
 Businesses
 Benefit
History
1939 Group started its laundry soap operations at Lahore
1950 Re–started laundry soap manufacturing operation in Gurgaon (New Delhi)
1976 Visualizing shift in trend from soap to detergents, diversified into manufacturing of
LABSA
1985 Improved production manufacturing processes in the traditional “Wet Route
Sulphonation of LAB”, which has now become a norm in the LABSA Industry.
1987 HLL launched a product in popular segment christened “WHEEL” to compete with
Nirma in that segment. This was the first time HLL decided to outsource LABSA &
Advance Group got associated with HLL.
1983
Advance Group was the first to produce LABSA 90% active matter.
1987
First company to produce LABSA without using oleum.
First company to reduce color of LABSA from 300 Klett to 250, to 180, to 150
and then to 80 K.
First company to reduce free acid in LABSA from 8.5% to 5.5%.
History
1994
Chandigarh Unit set up; it was for the first time in the history of acid route
Sulphonation that LABSA was produced with color less than klett through process
innovation.
1995
Pondicherry unit commissioned, with installed capacity of 40, 000 TPA, which was
the largest Sulphonation capacity in the country at that time.
1997
Pithampur unit established through further improvement of process technology, the
color of LABSA further reduced from 50K to 30K for the first time again.
1999
Silvassa unit commissioned: It is the largest Sulphonation capacity in the country
today. This unit is based on Gas route Sulphonation using 9.5% concentration of
SO3 Gas for Sulphonation.
2000
Developed its own “Dry Route” LAB Sulphonation Process – a technological marvel
which has proved to be better than the world – renowned licensed technologies.
2003
Developed a reaction system with state – of – the art process instrumentation and
controls for the manufacture of ultra low Klett LABSA (less that 30 Klett) through
gas Sulphonation.
2004
Developed technology for neutralization of LABSA and drying of LAS to make high
active detergent powder.
History
2005 Developed pre-neutralised, non hazardous LAS Powder in 2005, which
major breakthroughs in the history of the Surfactants Industry.
has been a
2006 Advance started producing “Hybrid Surfactants”, containing various ratios of Petro
and renewable, Oleo feedstock based surfactants to suit customized performanceprice requirements of different customers.
2006 Advance being already declared market leaders in manufacture of LABSA started
its exports.
2007 Development of the revolutionary Spent Acid Regeneration Process at one half the
operating cost and one fourth the capital cost.
2008 With it’s superior product and superior services Advance was able to push up the
sales and within one year i.e. on 10th March 2008 it was declared as an Export
House by MINISTRY OF COMMERCE completing an export obligation of Rs. 20
crores.
2008 Advance achieved a sales target of Rs. 100 crores and was declared as Star Export
House.
History
2008 Developed application specific LABSA addressing the most unrealized
phenomena I the LABSA Industry – same LABSA for Detergent Powder, Cake
and Liquid.
2008 100% Sulfur Trioxide has been successfully used by Advance for its Sulfonation
process as compared to Group’s own industry record of using 10% gas instead
of 5% used by all other technologies in the world.
2009 Reduction of undesired Non-Detergent Organic Matter (NDOM) content in
LABSA to an unimaginably low 0.5% level enabling Advance, for the first time in
the world to produce 98.5% pure LABSA.
Our Vision
To become a world class, dynamic, modern and ever
expanding organization that nurtures its values and ethics
and works towards their enrichment.
Our Mission
 To be a leader in all our businesses through technological




innovations, market responsiveness and by offering best
value for every product and service that we deliver.
To continue to achieve higher standards of quality of
products and services, thereby gaining customer confidence
and satisfaction.
To attract, train and retain best people in the industry and
create a spirit of camaraderie and conducive work
environment that perpetuates employee growth and
contribution.
To continuously update technology base for self-reliance,
growth and development of all group businesses.
To preserve the environment and maintain ecology around
all business locations & plants and help enrich quality of life.
About Us
 An experienced diversified business house with interests
in
Surfactants
Surfactants Based Specialty Chemicals
Contract Manufacturing
Consultancy – Environment & Mine Design
 A
pioneer and leader in Asia and World’s no. 3 in
surfactant manufacturing with top line R&D.
 450
employees and growing,
International operation sites.
10
National
and
About Us
 Experienced and diversified business house
 In business for over Six decades
 Supported by robust Management structure and
Infrastructure
 USD 250 million in combined turnover
Surfactants
 LABSA is an anionic surfactant widely used in the formulations of all types of
synthetic detergent powders, liquids and cakes. Due to its high active matter,
quick miscibility with water and low salt content, it finds its way into a variety of
formulations.
 Linear Alkyl Benzene Sulphonate (LAS) is a fully neutralized compound, which can
be directly used in formulations to provide effective detergency to the product. Its
availability in dry /semi dry form such as paste, noodles and powders improves its
transportation & usage in the industry.
 Over 30 years of experience in Surfactants manufacturing. Grew from position of
local to regional and now national leader. Today the Largest Surfactants
manufacturing company in Asia. More than thrice as large as the next biggest
competitor in India. Working towards becoming biggest in the world.
Surfactants
 Advance Group is the largest Sulphonator in the country with an installed capacity
in excess of 1,50,000 TPA at five locations Silvassa, Pithampur, Mangalore,
Hooghly and Pudducherry to cater to every region in the country.
 Having five manufacturing units across India.
REGION
UNIT LOCATIONS
Northern and Central India
Pithampur (Near Indore)
Southern India
Pudducherry
Mangalore
Eastern India
Hooghly (Near Kolkata)
Western India
Silvassa – Single Largest Unit in the World
(excluding captive ones)
Surfactants
 Global supplier to over 300 other customers
 Vendor of fortune 500 companies:-
PRINCIPLAS
ADVANCE’S SHARE
(Indian Requirement)
P&G
60%. of Indian volumes
Recently achieved approval for global
supplies
Unilever
60%. of Indian volumes
Growing share in global volumes
Henkel
100% of Indian volumes (till recently)
Johnson Diversey
100% of Indian volumes
ICI
100% of Indian volumes
Colgate
Discussion on for 100% of Pakistan
Volume
PZ Cusson
Discussions of for 100% of Global
Volume
Surfactant Based Specialty
Chemicals
 Advance Group has developed this niche in the segment of manufacturing lubricating
agents for wire drawing industry and other surface treatment compounds.
 These are very highly specialised products, developed through extensive research and
development. We enjoy more than 90% share of the market. To register further
growth, the group is looking at foreign markets and consumers in near future.
Product Range:
Products/Brands
AT-9
High performance metal finishing agent.
AT-5
Commercial grade Industrial compound for
high performance metal finishing. Used for
copper and silver wire drawing.
Diamond Draw
Lubricating compound for wire drawing
suitable for wet drawing.
Gold Draw
Lubricating agent for wire drawing. The other
areas in which extensive research is being
carried out is metal steroid salts, leather
finishing chemicals and textile processing
compounds.
Contract Manufacturing
 Advance Group has contract manufacturing facilities for detergent cakes/bars and
powder. These facilities have been installed for those customers whose core area is
brand building and marketing and would like to outsource the manufacturing facility.
 Competence across the chain from detergent chemistry to formulations,
manufacturing
and quality assurance.
 Presence in three out of five geographical regions with plans to go Pan India.
Existing capacities in west and central India for semi premium and popular segment
products.
Location

Capacity
(Tonnes Per Annum)
Powder
Cake
Pithampur , Indore, India
12000
6000
Roorkee, India
10000
5000
Silvassa, India
6000
6000
Executing capacities in northern, eastern and southern India to create a Pan India
footprint.
Home & Personal Care (HPC)
Manufacturing

2007 Onwards
Redefined aim to: Be a leader in the Home & Personal care manufacturing core.
 Partner brand owners in their quests to achieve market leadership.
 Deploy our proven strengths as leader in technology, quality control, customer
service, deliverables.
Have been servicing diverse category of customers including:
 Large regional & local players.
 Retail – private labels.
 Multi-level marketing companies.
 FMCG companies entering detergent space.
 Others – wholesalers, traders, small manufacturers, etc.
Home & Personal Care (HPC)
Manufacturing
 Expansion of product portfolio to include: Fabric care (detergent liquid/gel)
 Home care (utensil, toilet, floor & glass cleaners)
 Personal care (bath soap, shampoo, tooth paste)
 Major Clients: Reliance Wellness Ltd, Vishal Retail,
Jyothi Laboratories, Goenka Products, Inani Chemicals,
Spencers, Bharti Wallmart etc
Consultancy
Consulting service to major international and national, private and public bodies. Human
capital amongst the most regarded and experienced in the mining industries.
CLIENT
PROJECT
Ticapco
Feasibility report for Lignite project.
Technical consultancy for selection of
JV partner.
Kodak India
Waste Management Study
Coal India Limited
Review of environmental policies
(World Bank Sponsored Project)
DSM Netherlands
Evaluation of compliance of project
site with country’s Environmental Law.
Williams plc, UK
Environmental Studies
Minimum of Stats and
Project Implementation
(GOI)
Study of various directives relating to
projects.
Benefits
Statutory Benefits
Other Benefits
Employee Engagement
Bonus
PF
ESI
Gratuity
CUG Connection
Conveyance
Leave Encashment
Mediclaim Insurance
Birthday Celebrations
Weekly Events
Movies
Parties
Employee Development Programs
Leave Policy
Training & Development
Counseling Sessions
Succession Planning
Career Planning
Earned Leave (15)
Casual Leave (6)
Sick Leave (6)
Thank you and looking forward to an engaging future with you
- Advance Group