“An online platform for the aluminium industry can help to get in touch with new customers”: Louis Bouchard, General Manager, STAS Inc.

STAS, a world leader in design and fabrication of equipment for the aluminium industry participated in Aluminium India 2013 Exhibition from September 12 to 14 in Mumbai, India. As a media partner and exhibitor, Team AlCircle had an opportunity to interact with Mr. Louis Bouchard, General Manager, STAS Inc. Louis Bouchard is an “Ex” Network, Security, Servers and Software Architect and Engineer, with a number of IT certifications. At present, he is the owner and General Manager of STAS Inc.

STAS Inc. Quebec, Canada is an established leader in its innovative abilities to develop, fabricate and commercialize new technologies and advanced industrial equipment for the global Aluminium industry.

Excerpts from the interview:

AlCircle: Could you please tell us about STAS Inc., its back ground and its products and services.

Louis Bouchard: STAS INC. is in the aluminium business sector for more than 25 years now. The equipment offered by STAS includes dross cooling systems, degassing equipment, crucible cleaners, filtering equipment for molten metal and many others. We mainly focus on three types of equipment for the primary aluminium industry:

• Liquid Metal Treatment: Equipment like ACD or Aluminium Compact Degasser, Rotary Flux or Gas Injector, alkali remover, crucible skimmer, dross cooler etc. used in the treatment for molten aluminium in casthouse.
• Crucible Shop: Cleaning and maintenance equipment for Crucibles, ladles and siphons used in aluminium smelters.
• Measuring & Analysis System: Equipment for labs to measure the chemical properties of Cell / Pot electrolyte.

AlCircle: The general talk/ perception in the industry circle is that the aluminium sector is in general recession. How would you react to that?

Louis Bouchard: Yes, the general believe is that the aluminum industry is passing through a tough phase, mostly, because of the depressed price in LME and a number of warehouse issues. But a number of segments other than the primary aluminium sector are not in recession but are looking at cutting down costs and overall expenses. Investments are low and new projects are being delayed.

AlCircle: When do you think the turnaround in the market is likely to happen?

Louis Bouchard: I believe the market will recover from this situation in a year or two.

AlCircle: Which geographic regions or countries do you think would assist in overcoming the current recessionary trend?

Louis Bouchard: It is a good question but very difficult to say. Still I have a slight impression that China, India, Middle East and Russia have the potentialities to grow in the aluminium market.

AlCircle: Do you think that as an online media Alcircle has an advantage over visual or print media in promoting your products and services?

Louis Bouchard: Alcircle is a good vehicle of information for the aluminium industry in general as it provides information and intelligence from the entire value chain of the aluminium industry from bauxite to primary metals and the downstream products. It definitely has an advantage over print and traditional media as it has a daily e-newsletter that gives very quick updates on the industry and reaches out to a wide range of people.

AlCircle: How has been your experience of attending Aluminium India 2013?

Louis Bouchard: It has been good, but yes, the response from the aluminium majors from India towards the exhibition is pretty quiet. We were expecting some stakeholders and decision makers from the India Inc. to be present in the exhibition. Whereas, in the Middle East, major stakeholders from the industry visit the exhibitions and meet the exhibitors in general with or without commitment as a way of promoting the industry in general. Involvement from the local business community is less here and I expect more active involvement in the coming session.

AlCircle: As E-Commerce has caught on in a big way in the consumer sector; do you think e-commerce can help out the aluminium industry business in overcoming these difficult times?

Louis Bouchard: If you are talking about doing business over internet- ‘no’. I do not think it would help, as of now. Aluminium projects are too specialized. It is not a commodity to be sold over internet. You need more physical presence, you need to discuss with the customers and the end users, and make sure that you have a good relationship with them to understand their needs. Yes, an online platform for the aluminium industry can help towards getting in touch with new customers and develop new markets for your products and services. However, aluminium industry worldwide is somewhat a close circle. You do not need to have a large list of contacts to do business. Perhaps there are a few people that you need to be in touch with, and make sure that they know you and your product. Aluminium market is not a mass market, so, e-commerce is not a commonly accepted platform here.

AlCircle: Any message that you would like to convey to AlCircle?

Louis Bouchard: Alcircle is doing a good job in the field of information and data for the global aluminium industry. You all have come a long way since your inception. My best wishes for the team!

Disclaimer: “The information presented herein is neither intended nor implied to be a substitute for professional advice. The views and opinions shared in the interview section of www.alcircle.com are unique to the interviewees and do not necessarily reflect the viewpoint of www.alcircle.com.”