From Matangi Tonga Magazine Vol. 14, no. 1, January 1999.

Exports have always been a part of the Asian Paints operation in Tonga, according to Ranjit Ahluwalia, the marketing manager, who said that exports really began to pick up in 1996 and by 1998, they had exported 75,000 litres to American Samoa and Western Samoa.

This year the company is exporting to the Cook Islands and Niue, and by mid-February their total exports had exceeded 65,000 litres. Ranjit was optimistic that they would set a new exporting record by the end of 1999.

Asian Paints (Tonga) was established in 1982 with the Tonga Investment Board being the major shareholder, with 39 per cent.

The company takes the lion’s share of the local paint market, with local sales of about $1.5 million.

Ranjit stressed that their success was based squarely on hard work and their continuing efforts to meet the needs of the public by introducing new products. Last year they launchedtheir new Millennium range of paints and this year they are introducing their Apcolite decorative effects with paints, with a “Beautify Tonga” campaign.

Marketing subsidy

To boost Tonga’s exports and increase Tonga’s foreign currency earnings, Ranjit suggested that government should subsidise the overseas travelling expenses of Tongan marketing people. “It is something that probably could be arranged through Royal Tongan Airlines, but it would help a lot because to export is a very expensive exercise and you have to cut expenses in order to make your products competitive in the market place.”

Ranjit said he was fully supportive of the Government’s Development Licence’s scheme, enabling newly established businesses to get off the ground.

Ranjit also suggested changing the name of the Small Industrial Centre to say, ‘Industrial Park’. “The name Small Industries Centre is not a correct description of the place, not now anyway, and I think we need a new name.”