ASN Technologies
“In India , there is a significant demand for top-quality pressure-sensitive self-adhesive tapes and like products, but importing from international boundaries like Germany is not cost-efficient. Hence I decided that our industries should be provided with international-quality products at competitive prices.”
Our country has low production costs and an abundant labor force, which is why we are the center of attraction for all the global powers. As far as India’s adhesive industry is concerned, there is an increased awareness and exhibition of patriation. Recognizing the need for quality products to enhance the finish of goods in the Indian market, ASN Technologies emerged as an innovative manufacturer of pressure-sensitive self-adhesive tapes with technology sourced from Germany and over 12 years of R&D in India. A team of experts led by Mr. Annand S. Naik worked with POLIFILM Germany acquiring their unit and comprehensive knowledge of the international market. Today, the company’s production capabilities include a fully automated world-class coating line offering natural rubber solvent-based and water-based acrylic adhesive tapes.
Joining us today for a special feature in the edition ‘10 Best Industrial Tape Manufacturers Ensuring Quality and Durability, 2025,’ we have the Founder of ASN Technologies, Mr. Anand S. Naik. In a virtual interview, he shared with us several insightful chapters from his entrepreneurial journey.
Prime Insights warmly welcomes you to today’s conversation. It is our pleasure to share this platform with you. To begin, could you please tell us what specific industry challenges or needs ASN Technologies addresses?
ASN Technologies views challenges as opportunities, relishing the process of developing solutions for customers. One of the main challenges encountered is during new product development, where the customer is uncertain about the success of their product, leading to low initial demand. This requires significant investment in R&D without a guarantee of future business. To address this, the company repurposes developed solutions if the original project fails, turning challenges into opportunities.
Another significant challenge is managing last-minute customer requests, particularly in an industry with many unorganized sectors that do not maintain proper inventory. To meet these demands, ASN Technologies keeps stock on hand, investing resources to ensure timely delivery and fostering strong customer relationships.
We operate on a system-oriented approach, adhering strictly to ASNM standards learned from their German partners, ensuring decisions are based on established processes rather than opinion, contributing to the sustainability of their product in the market. This has enabled the company to improve efficiency and maintain competitive pricing without compromising quality.
Prime Insights: During the initial chapters of your entrepreneurial journey, what were some of the major hurdles, and how did you successfully navigate them?
From job to business of highly technical products and competition with global giants, the journey was not easy. Huge investments in R&D, skilled manpower, superior-quality machineries and lab equipment were done to maintain international-standard quality of products that were completely out of our budget initially. Instead of going all in and taking risks on quality standards, we decided to go one by one. We developed one product of international standard at an Indian price, launched it in the market, and gained the confidence of clients. Fortunately, the strategy went well, and we started getting handsome profits from the business, which we reinvested in the business again. We utilized the maximum funds for R&D, and this strategy works at a greater level; it helps us to stay ahead in the competition. Since the beginning, we always kept our focus on the best quality.
Prime Insights: In your industrial landscape, how is ASN Technologies redefining the concept of “trust,” and what truly sets you apart from competitors?
Our company’s product portfolio includes a diverse range of protective films and specialty tapes designed to meet various technical requirements. Their offerings encompass surface protection films, freezer tape, application tapes, tapes for high-temperature applications, and more. Additionally, the company specializes in highly technical project joint ventures and develops custom solutions tailored to specific customer needs.
To secure the trust of our clientele, we ensure that the performance and reliability of our products is never compromised. From selecting the appropriate raw materials to conducting rigorous temperature testing, our products are customized as per the requirements. Using expertise from Germany, our R&D team is focusing on developing import-substitute products, with a current emphasis on creating biodegradable products to support environmental sustainability.
Prime Insights: In continuation of the above question, what are your thoughts on what factors client trust is varying in the manufacturing and industrial supply landscape today?
In the manufacturing and industrial supply landscape, customer trust is evolving towards a more holistic and emotionally driven approach, moving beyond just product quality and service. Companies are increasingly expected to demonstrate transparency, ethical practices, and a genuine concern for customer needs and experiences. This shift is fueled by increased awareness, access to information, and the growing importance of brand reputation and long-term relationships.
To nurture long-term client and partner relationships and establish a strong sense of reliability, we prioritize consistent communication, transparency, and delivering exceptional service. We are also focused on building personalized experiences, understanding client needs, and providing regular feedback and support.
Prime Insights: What methods or tools do you use to gauge customer trust and satisfaction with your industrial tape solutions?
Customers always need two things: solutions for their new challenges and consistency in supply and quality in what they are regularly using. Our strong wing is R&D, which we are continuously doing round the clock, and this is the only reason we are always ready to give solutions to our clients within the required timeframe. We never make false commitments to customers. If we don’t have the capacity to supply, we will never take excess orders. We never make our customer out of stock; it will help us to build long-lasting relations with our client.
Prime Insights: Could you share your entrepreneurial journey and some key lessons that shaped your leadership style?
After my graduation, with the intent to do something on my own, I chose a job to gain knowledge first. The vision was clear from childhood to make a big empire. Frankly, I did not know how, but I was confident that it would happen.
Working for 14 hours a day for six straight years gave me two big awards from the company, but my life took a U-turn when, through some channels, Germans met me for the installation of their factory in India. The company was POLI FILM, a global giant in premium product protection film. Starting from scratch, we together build a company that offers me a senior post. Looking for a life-changing opportunity, I joined them. Hard work continued round the clock, and in a few years, I acquired a lot of know-how.
In the new year, the day came to get payback for 9 years of hard work. Due to some reason, POLI FILM offered me to take over their factory. Financially, I was not in a position to do so, but the vision was loud and clear not to miss this diamond opportunity. I have taken the biggest risk of my life to arrange funds on loan from the market. A lot of people support me, and at the age of 27, I have taken over the factory of a German company on my own, and my business journey has started. Today we are the most trusted brand in quality. We are working on only unique and import-substitute products. During this toughest journey, many times I struggled and failed, but I never stopped, and this attitude took me here, where I am now. From bottom to top, I grew up with laborers, and I understand their concern easily, and I feel it makes me a good leader now.
Prime Insights: What are your company’s key goals for the next year, and do you have any personal aspirations aligned with them?
For the past three years, we have been continuously targeting the world’s biggest problem. Plastic waste and long-term hard work and deep R&D have finally given us the result, and this year we are coming out with the largest BIODEGRADABLE project in India. We will be focusing on converting all types of plastic waste into biodegradable waste. Our mission is not only to make biodegradable products, but we also want to expand it on a global level and try to contribute to a greener and safer environment.
For next year, we are mainly focusing on biodegradable products and vinyl products, as these are the biggest markets, and technology awareness is very limited, so the opportunity for expansion will be very huge with handsome margins. Also, at the same time, with these ranges of products, we will be able to contribute to the country’s economic and reputation growth. Another goal is to build a highly advanced R&D center, and we are 70% done on it. We are focusing on a lot of future products to get developed in India, for which we are dependent on USA or European manufacturers.
Prime Insights: What advice would you offer to emerging entrepreneurs aiming to build a trusted and durable manufacturing brand?
I feel young entrepreneurs should have a big vision in mind and they must prepare first to accept a lot of failures, rejections, and bad luck in the journey of becoming successful and there is only one rule of success that they should admire and that is never give up. During my business journey, I observed a lot of industries failing because they were not changing with the times. Traditional products and traditional patterns of doing business will not have a long life and big success. Continuous research of market research of product and need of customer should be considered for making a trusted business brand.
