Asia’s paper packaging industry stands at a pivotal juncture, poised for robust growth to USD 230.98 billion by 2030, fuelled by heightened sustainability requirements and shifts in consumer expectations. Within this rapidly evolving landscape, ACTEGA’s Paper & Board strategy is distinguished by its deep understanding of the region’s diversity – harnessing China’s scale, India’s agility, and the spirit of innovation across Southeast Asia to create powerful regional momentum.

In this interview, ACTEGA’s newly appointed Paper & Board business line manager for Asia, Rajiv Singh, who brings nearly three decades of experience in the speciality chemicals and packaging sectors across Southeast Asia, examines the key pillars of ACTEGA’s strategy. He explores the market dynamics shaping the sector, and the concrete initiatives positioning the positioning the company for continued success in Asia’s paper and board packaging segment.

How do you view the current dynamics of the paper and board market in Asia, and what unique characteristics shape this region?

Asia is an exceptionally dynamic and diverse region within the global paper and board market. Each economy presents its own level of maturity, regulatory environment, and evolving customer expectations. For example, the sheer scale and pace of change in China foster opportunities for high-volume solutions and rapid market adaptation. India, on the other hand, is distinguished by its agility, a focus on value-driven solutions, and a growing appreciation for both food-safe and premium packaging. Southeast Asia is notable for its culture of innovation and strong emphasis on collaborative partnerships.

What links these markets is a growing demand for sustainable, high-performance packaging amid intensified competition, supply chain complexity, and evolving consumer behaviour. ACTEGA’s deep market understanding comes from continuous engagement with customers and key industry players across these geographies, recognising that a one-size-fits-all approach does not succeed in Asia.

How does ACTEGA define and execute its paper and board strategy across Asia’s dynamic markets?

At ACTEGA, we recognise that Asia is not a monolithic market but a collection of diverse economies, each with its own opportunities and requirements. Recognizing the vast opportunities within Asia, particularly in India and China, is central to our strategy. Our vision is to leverage the unique strengths of each market through localised strategies and seamless cross-border collaboration.

ACTEGA’s strategy is built upon the development of innovative solutions, empowerment of regional leadership, and the strategic expansion of our robust dealership network, all designed to enhance market reach and cultivate deeper customer engagement. By harmonising products where possible and expanding its regional footprint and dealership network, ACTEGA ensures it stays close to evolving market needs, providing high-quality service.

As you begin this role, could you tell us about ACTEGA’s vision for its Paper & Board business in Asia, and what strategic goals guide the company’s presence in the region?

ACTEGA’s vision for its Paper & Board business in Asia is to lead the industry by combining operational excellence, regional expertise, and a commitment to innovation. Our focus is on shaping the future of paper and board in the region while building a foundation for sustainable, long-term growth. I am particularly excited about the opportunities ahead and the potential to make a meaningful impact alongside our talented team.

My immediate focus is to unlock new avenues for substantial growth and significantly reinforce our market position. Strengthening customer engagement is a top priority – not just to understand their evolving needs but to work hand-in-hand with them to co-create tailored solutions that drive mutual success. Additionally, we are evaluating our local presence to guide strategic decisions on where to consolidate, expand, or reposition our operations for maximum impact.

Over the coming years, we plan to launch region-specific initiatives that reflect local market dynamics and expand our outreach through targeted channel development and brand activation. Strengthening our dealership network, a cornerstone of our growth strategy, will enable us to deliver agile, high-quality service closer to the market. These efforts, combined with innovative solutions, will solidify ACTEGA’s reputation as a trusted, forward-thinking partner across Asia.

Ultimately, my goal is to make ACTEGA synonymous with innovation and reliability, delivering value to our customers and shaping the future of the paper and board industry in the region.

What are the most significant trends and challenges shaping the paper and board segment in Asia, and how is ACTEGA positioned to address them?

The most influential trends are rising sustainability expectations and increasing demand for high-performance, food-safe paper packaging. These expectations from consumers and brands are significantly shaping the market. Challenges such as regulatory complexity, foreign exchange volatility, and supply chain disruptions persist, alongside the need to manage evolving customer preferences and the pressure for rapid innovation.

ACTEGA is proactively addressing these dynamics. Customers are increasingly seeking recyclable, compostable, and low-VOC solutions. We are responding with cutting-edge barrier coatings, our leading water-based technologies, and tailored services that meet these evolving needs. Our coatings not only safeguard printed products but also enable faster converting, deliver superior finishes, and drive greater efficiency in post-print process. Designed for a wide range of paper and board applications, they deliver excellent processing capabilities and top-tier performance. Backed by significant R&D investment and a growing regional presence, ACTEGA is well-equipped to meet evolving demands while driving sustainable growth.

Could you elaborate on the specific initiatives and innovations ACTEGA is introducing to the Asian market?

At ACTEGA, we’re planning to launch several key initiatives to reinforce our commitment to the region. This includes introducing next-generation sustainability-driven product lines and expanding our technical support capabilities. We’re also enhancing our use of digital tools for increased customer engagement.

In terms of new products, we are rolling out next-generation barrier coatings designed to meet the highest standards of food safety, performance, and regulatory compliance. For instance, we are aligning with global trends such as the upcoming German Ink Ordinance ban on TMPTA, which we believe will set new standards for the industry. These innovations demonstrate our commitment to providing forward-thinking solutions that empower our customers.

What is ACTEGA’s long-term vision for the Asian market, and how do you see ACTEGA’s role in advancing sustainable packaging transformation?

The future of packaging is green, sustainable, and agile. At ACTEGA, we’re committed to delivering excellence, fostering collaboration, and driving sustainable value. As the industry evolves, companies that embrace sustainability, respond swiftly to market shifts, and drive innovation will lead the way. ACTEGA is uniquely positioned to be a catalyst in this transformation through our comprehensive approach to circular economy principles and our deep understanding of regional market dynamics.

We envision leading the industry’s transition towards genuinely sustainable solutions that deliver measurable environmental benefits whilst maintaining commercial viability. This involves not just developing compliant products but actively participating in industry initiatives that establish new standards and best practices.

Our commitment extends beyond product innovation to collaborative value chain development. By working closely with customers, regulatory bodies, and industry associations, we aim to create sustainable packaging solutions that benefit all stakeholders whilst supporting the long-term health of the markets we serve. Through ongoing dialogue, transparency, and a steadfast focus on quality and responsibility, ACTEGA positions itself as a trusted partner dedicated to delivering impactful, forward-thinking solutions across the packaging value chain. We aspire to play a pivotal role in enabling brands and converters to make lasting, positive contributions to both business and society in Asia.