Annada Plans to Introduce New Product to Global Market by End of 2018

Founded in 1987, Anhui Annada Titanium Industry Co. Ltd. is one of China's largest titanium dioxide producers. The facility, spanning a total of 400,000 m², employs 1,000 staff, including over 100 technicians and R&D personnel with bachelor's degrees or higher. The company's annual production capacity exceeds 120,000 tonnes. All products are manufactured using advanced sulfate process technology, and most production equipment is imported from Germany. The company's principal products—the ATR-312, ATR-315, ATR-316, ATR-318, ATR-320, ATA-125, ATA-121 and ATR-218 titanium dioxide series—are widely used in the paints and coatings, plastics, rubber, paper and chemical fiber industries. Anhui Annada Titanium Industry Co. Ltd. completed its entire environmental protection infrastructure to the most advanced standards three years ago with support received from the government. As a result, the company has avoided the impact of increasingly stringent environmental protection inspections in China that have led to production shutdowns or factory closures. The facility is now one of China's most advanced environmentally conscious factories, equipped with state-of-the-art treatment systems.

With the Chinese government aiming to establish Chinese titanium as a strong presence among global brands, the government provided Annada with a substantial capital investment two years ago to develop a new product aligned with this objective.

Following two years of intensive R&D efforts, Annada plans to introduce this new product, which will serve a broad range of applications, to world markets by the end of 2018. Beyond being China's largest and only state-owned titanium dioxide factory, Annada has increasingly gained prominence as an exporter due to its growing focus on overseas markets over the past 3-4 years. Its success in these markets is attributable to strong partnerships with solid and reliable distributors and the customer satisfaction and trust it has earned through consistently stable quality products specially selected during the export production stage. In 2015, Annada decided to work with a single distributor for Turkish representation and selected Ursa Sanayi Hammaddeleri Ltd. Şti., known for its expertise in far eastern titanium products. To sustain its growth in markets including Turkey with its current products and to prepare the ground for the launch of new products, Annada has invested in the packaging of its export products and decided to supply only bags labeled "For Export Exclusive" with English-language specifications to foreign markets going forward. Packaging with Chinese-language specifications will be used only in China. Through this approach, the consistent quality expectations established in overseas markets are largely ensured; Products manufactured according to China market requirements and exported abroad by intermediary firms in China, regardless of Annada's operations and commercial agreements for export, will also be prevented from reaching overseas markets. With this practice, Annada plans to strengthen its cooperation with all distributors worldwide, just as it does with Ursa Sanayi Hammaddeleri Ltd. Şti. in Turkey, and to protect its overseas market objectives regarding product warranty and representation quality.