NOREX EXPANDS WITH A STATE OF THE ART CREATIVE CENTER IN NOIDA
Norex Flavours & Fragrances Private Limited, an Indian company manufacturing menthol and mint oil, flavours, perfume compounds and essential oils, is today establishing a strong global presence. Along with India, the company has production units and warehouses in the United States, Dubai, Europe and Singapore, through which it has built its reach to nearly 80 countries. Taking this expansion further, the company has started a state-of-the-art creative and innovation center in Noida, Delhi NCR, which is being considered an important step for the industry in terms of both location and technology.
Months of work will now be done in a few days
In a conversation with Sugandh India, the company’s head Mr. Vaibhav Agrawal said that the objective of this center is to make the traditional process of product development faster and more effective. Earlier, after developing a new flavours or compound, the process of taking customer feedback and making improvements used to take months. But now, in this new center, the customer can be physically present and get the product developed in front of them. This means that process which earlier took a long time can now be completed in one or two days, which is a big change for the industry.
Advantage of strategic location
This center established in Noida Sector – 63, is located about one hour from the airport and close to the national highway. According to Mr. Vaibhav, the company’s main unit is already present in Uttar Pradesh, but it is about 120 km away from Delhi NCR, and it takes around 3 hours to reach from the airport. This used to create inconvenience for both customers and talented professionals. Keeping this challenge in mind, this new center has been established in Noida, where accessibility is easy and modern resources are also readily available.
Strong hold through global network
The company has also continuously strengthened its international expansion. Last year, a new subsidiary was started in Singapore, while the company is already active in the United States. Through its office in Dubai and warehouse in Europe, Norex is building a strong presence in the global market. Along with this, investments have been made in modern equipment to improve manufacturing capabilities and special focus is being given to research and development.
Modern facilities in a three-storey cente
This creative center in Noida is a well-organized three storey building (apart from the basement).
Ground floor : Office, lounge and conference room
First floor : Compounding of both sweet and savoury flavours, co-creation area, sensory booths and application lab
Second floor : Fragrance lab, co-creation area, sensory booths and trial space Here, customers can not only see products, but can also develop new products together with the company’s team and test them instantly.
Expansion from flavours to fine fragrance
Norex does not want to remain limited to a single segment. The company is rapidly expanding in both flavour and fragrance sectors. Through mint-based products, the company is also building a strong presence in oral care and the tobacco industry. Apart from this, the company is active in segments such as bakery, confectionery, dairy, ice cream, home care, air care, laundry and personal care.
Rapidly growing fine fragrance market
Mr. Vaibhav said that the fine fragrance market in India is growing rapidly. Earlier, this segment was mainly limited to deodorants, but now with the arrival of affordable perfumes, a significant change is being seen. At the same time, in Gulf countries, the demand for fine fragrances is already quite strong. Consumers there prefer premium and expensive products. Along with this, a large number of Indian consumers are also supporting this market, among whom Indian fragrances continue to have strong demand.
Commitment to working with confidentiality
Speaking about work in the tobacco industry, he said that it is a highly sensitive and confidential sector. Companies do not want to make their technology public, and Norex also fully respects this confidentiality. From traditional tobacco products to cigarettes, nicotine pouches, vapes and shisha, the company is working across various segments. At the same time, special focus is also being placed on mint-based cooling solutions.
“With the customer, close to the customer”
Norex is working on a progressive business model, whose core principle is “With the customer, close to the customer.” The company believes that having only a good product or good service is not enough, but maintaining a balance between both is essential.
Future plans
Finally, Mr. Vaibhav said that the company has many plans for the future, but they will be shared at the right time. The company’s focus is on long-term growth, where customer confidentiality, trust and satisfaction are given the highest priority.
