Asia-Pacific expansion yields brighter prospects for EHT specialist eltherm
With a tradition of innovation borne out of German quality and reliability, eltherm has developed engineering expertise in turnkey EHT solutions, heating cables and accessories, and custom-engineered systems that suit individual implementation needs
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To strengthen its competitive position in the flourishing Asia-Pacific market, Germany-based electrical heat tracing (EHT) specialist eltherm established a dedicated presence in the region in 2010 with the opening of eltherm Asia-Pacific in Singapore, followed by the launching of Chinese subsidiary eltherm (Shanghai) in 2012. Through these local units, eltherm is solidifying relationships with long-standing customers and securing new business from the industrial and commercial market segments.
“We chose Singapore as our Asia-Pacific headquarters because of its stable political structure and strategic location,” says Donny Gan, managing director of eltherm Asia-Pacific and eltherm (Shanghai). “With Singapore’s multifaceted ties with China, we are bridging the gap between East and West and tapping into a wealth of business opportunities.”
With a tradition of innovation borne out of German quality and reliability, eltherm has developed engineering expertise in turnkey EHT solutions, heating cables and accessories, and custom-engineered systems that suit individual implementation needs. For applications ranging from frost protection to temperature maintenance up to 1,000 degrees Celsius, eltherm’s products are suited for specialist industries, including chemicals and petrochemicals, power generation, oil and gas, and renewable energy.
“We’re always looking at how we can bring value to our clients,” Gan says. “We’re not into one-time, big-time transactions. Instead, we build long-term, trust-based relations with a focus on providing the most reliable EHT solution using our proven human resource and technological prowess.”
An INDUS Holding company, eltherm has a robust worldwide presence with additional subsidiaries in Britain, Spain, Italy, Morocco, Canada, Switzerland and South Africa, and channel business partners in Russia, Europe and the Middle East. In key areas of Asia-Pacific, eltherm is keen on finding more strategic partners to initiate, maintain and grow strong customer relationships.
“We rely on carefully selected channel business partners who know the culture and the local market better,” Gan says. “This is an effective way of minimising input, yet maximising output.”