Willowood: on the path to becoming a complete integrated Agrochemical enterprise

Willowood is well known as a powerhouse in the Agrochemical industry, with a portfolio of brand sales across the world and a strong trading base. Over the last several years, Willowood has launched its GLP lab with research facilities for synthesis (lab scale to pilot plant) as well as formulation development (formulation to bio efficacy to environmental fate). In 2022, Willowood also launched its Intermediate and TC synthesis plant, making it a fully integrated enterprise capable of providing innovative products to its customers.

Willowood’s China office serves as their main sourcing hub for the global operations and has been led in exemplary fashion by Mr. Shen Shaojun since inception in 2007. With the fast growing business, Mr. Saket Sinha moved from the India office in 2019 to join the team at Hangzhou, China. 

In this interview, we talked with them about the series of strategic deployment actions and strategy plans of Willowood, which also covered some of Willowood's businesses in the intermediate field that the industry does not know much about before.

Mr. Shen (left) and Mr. Saket (right)

Q1: We know that Willowood has established a new technical synthesis plant in India this year. Could you please introduce the production plan and situation of the plant?

A:  Yes, we are pleased to announce that we inaugurated our synthesis plant on 25^th August, 2022. The plant is located in the chemical manufacturing hub of Dahej in Gujarat, India. It is a state of the art DCS controlled plant, capable of producing 18,000 MT/A of technical actives and intermediates. The plant has 5 independent production lines, with 2 facilities dedicated to herbicides. Furthermore, 3 of the plants have been designed as multi product facilities, and we plan to produce more than 12 different TC as well as several related intermediates.

Q2: The industry has always been more aware of the role of Willowood as a global trading company, now they know you can produce high quality TC and formulations. Can you introduce the company's expansion strategic and your experiences into production?

 A: Willowood has 30 plus years of experience in the industry and has a loyal customer base in over 50 countries. We established our formulation manufacturing plant in Gujarat, India in 2006 we have since grown from strength to strength and are now positioned firmly in the top 20 Indian Agrochemical companies. The Willowood mantra has been to use science for innovation, and we have launched several new and patented formulations in the market, and we now have patents for more than 25 formulations and combinations. Our business has been growing not only in India but across the world. 

Willowood Brazil also started operations last year, and we expect that the important Brazil and LATAM markets will contribute a quarter of our business in the years to come. The technical manufacturing plant was the logical next step for us, but Willowood decided that we will differentiate ourselves from just any other manufacturer. We have leveraged our R&D capability to develop innovative and efficient synthesis routes, we have utilized our strong patent and regulatory capability to apply for registrations in leading markets across the world and our marketing teams are already energized into action. With so much investment taking place in different areas, the entire jigsaw puzzle is coming together and Willowood is poised to be a global leader in the field.

 Q3: How does the role of Willowood China fit into the plans of the group? What do you perceive will be the focus of the China office in the years to come?

A: China has been the global sourcing hub for Willowood and will continue to be central to its plans. We currently have import registration for India for 39 technical actives, and the list grows longer every month. We also source formulations from China which are distributed to more than 20 countries across the world. With the start of business in Brazil and with a strong pipeline of registrations in Brazil, this formulation sourcing is also increasing rapidly. The new technical active plant in India is planned to be complementary to our current sourcing. We plan to produce actives that are not currently imported by us from China, and the main focus will be on newer products and products dedicated to export markets. This opens up large avenues for cooperation with Intermediate manufacturers in China. In fact, we have already started sourcing intermediates from China for the last two years.

Q4: Can you introduce your company's business plans in the intermediate industry? For some key intermediates, many India companies begin to produce by themselves, do you have such plan to produce by yourself?

A: Many Indian companies have started to produce some key intermediates, but there are many intermediates where it does not make any business sense to produce in India. We will be manufacturing a few key intermediates, but there are many more intermediates and raw materials that will be sourced from China. We are expanding our supplier base for intermediates and raw materials in China and we are looking out for reliable and quality manufacturers. With our large portfolio of manufacturing over 12 technical actives, we will be purchasing a large spectrum of products for our in-house consumption. 

Q5: We know that India and China are the main production and consumption markets of pesticide intermediates. May I ask how your company interacts with players in these two markets?

A: Willowood is uniquely placed to act as a bridge between China and India, as we have a deep understanding of the chemical and agrochemical industry in both countries. In the last 2 years, we have partnered with Chinese manufacturers for key intermediates used in India, and we been providing many Indian companies with consistent and quality products backed by our service and our guarantee. At the same time, we have also seen that Indian companies have a more efficient production capability in some products. We have also partnered with Indian manufacturers to import some key raw materials to China and supply to Chinese companies. With our reputation and experience in trading, we foresee that we will build many more such relationships in the future. Moreover, intermediates trading is the key to the independent profitability of Willowood China, and we are keenly focused on it.

Q6: From the backward intermediate to the frontward formulation packages, the company is getting more competitive and comprehensive in the industry. The company's business structure is being optimized and perfected, how do you think of Willowood’s development in the future.

A: Willowood is not only a comprehensive Agrochemical company, it is also the most uniquely placed. China and India are the two main hubs of Agrochemical production, and we have taken the synergy from both these two to create the most efficient production base for agrochemicals. Our R&D is working to provide new and patented formulations and solutions and our global marketing teams are ready to take them to the whole world. Efficiency in cost and Innovation in product are the multiplying factors which make us unique. Willowood is already a global player but it is poised to be much more. As we enter the year of the Rabbit, we wish common prosperity for all our suppliers, customers, partners and the whole Agrochemical industry. Thank you.