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CONSTRUCTION WORLD
JUNE
2016
ACHIEVING GROWTH
amid economic uncertainty
A myriad of South African compa-
nies are being placed under
increasing financial constraints as
a result of the poor performance
and volatility of the rand. Manufacturers
importing raw materials from abroad are
particularly hard-hit by a double-edged sword
– rising production costs and a customer base
with diminishing purchasing power. TAL is no
exception to this trend.
Despite these challenges, Manga
indicates that the company increased sales
volumes and staff numbers during 2015. He
attributes this ongoing success to the compa-
ny’s proactive approach in swiftly adapting
to change. “We import from US dollar and
Euro regions, and the poor exchange rate
performance has meant price increases well
above inflation.
“In order to prevent these increases being
passed on to our customer base, we have
streamlined internal efficiencies within our
own organisation, thereby mitigating expo-
nential costs in the market place, while not
only preventing job losses, but in fact creating
employment opportunities and consolidating
our position as the market leader in South
Africa and sub-Saharan Africa,” he explains.
With interest rates increasing by 50 basis
points in February, and economists predicting
further rate hikes during the course of the
year, Manga reveals that there has been a
noticeable trend of consumers moving away
from new project developments, and instead
opting to take the renovation and DIY routes
in an attempt to offset rising costs. This has
worked to TAL’s advantage.
“TAL is a trusted brand that has earned a
reputation for offering high-quality products
that are backed up by excellent after-sales
support. In a challenging economic climate,
we don’t compromise on quality and integrity
to achieve short term cost savings. This is
evident in the loyalty of our customers, who
understand that they receive unrivalled long-
term value through TAL,” says Manga.
Innovation is key to
competitiveness
According to Manga, TAL’s corporate culture
and commitment to product innovation
ensures that South Africa remains at the
forefront of international tiling and flooring
trends. “We have invested substantially into
a state-of-the-art laboratory that features a
team of dedicated chemists that test local
products and benchmark them to interna-
tional standards.”
TAL also boasts a new product develop-
ment team that attends industry conferences
around the globe, in order to remain abreast
of the latest international trends. “There
is always room for improvement and, by
attending these conferences in more industri-
alised markets, we are able to ensure that the
South African market is immediately exposed
to new innovations,” adds Manga.
TAL is ISO 9001:2008 quality manage-
ment system certified and its products are
designed, manufactured and tested according
to its high-quality standards. TAL places a
strong emphasis on environmental responsi-
bility, and most of its products conform to the
requirements stipulated by the Green Building
Council of South Africa in lowering emissions
of harmful volatile organic compounds.
A rich heritage spanning five
decades
TAL’s South African legacy spans over 50
years, from modest beginnings in the 1960s
to becoming a major leader in the tile
adhesive market. In the 1970s, TAL success-
fully converted the local tile market from
mortar (sand and cement) fixing to tile
adhesive fixing. TAL also pioneered rapid-set
technology in tile adhesives and developed
self-levelling screeds to meet the evolving
needs of the South African contracts market.
This strong foundation in South Africa
serves as a platform for the company to
achieve measurable growth across sub-
Saharan Africa. Manga points out that this
market generally relies on mortar fixing.
“Although initially cheaper, this process is
more time-consuming and requires more
material. Our aim is to educate this market
on the benefits of adhesive fixing. We have
dedicated teams that regularly visit and train
contractors throughout the region to ensure
success at grassroots level.”
TAL is also experiencing steady growth
with its construction product division that
specialises in underlayments and concrete
decorative overlayments, industrial resin
flooring and waterproofing. “TAL continues to
develop its reputation for being a one-stop-
shop for all tiling and flooring solutions, by
offering a comprehensive range of high-
These critical steps can save lives,
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>
PRODUCTS AND SERVICES
During challenging economic times, TAL continues to buck
local market trends through steady growth. TAL GM Chaitan
Manga gives his perspective on how the company consistently
manages to outperform market indicators.
quality products for all of these needs.”
Looking ahead, Manga anticipates 2016
to be another challenging year. “To date, we
have displayed our resilience and adaptability
by achieving growth in difficult conditions.
Although there are not many signs of
economic improvement for 2016, we remain
optimistic of maintaining continued growth,
not only in South Africa, but across the conti-
nent,” he concludes.
TAL general manager, Chaitan Manga.
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TOWARDS FIRE
SAFETY
>
In the event of a fire, have
you taken the necessary
precautions to limit the spread
of flames, heat and smoke,
and increase fire safety,
resulting in sufficient time to
evacuate the building?