In December 2024, Indorama Ventures Vietnam’s Country Head and Vice Chairman, Mr. Vinay Bhardwaj, represented the company at Forbes Vietnam’s panel discussion, Brands Connect with Customers’ Emotion. He shared insights into the evolving interplay between brand identity, emotional resonance, and customer loyalty.

The session explored a pivotal question for businesses: How can brands move beyond product quality to build strong emotional connections with customers? Mr. Vinay reflected on Indorama Ventures Vietnam’s journey of innovation and connection – from its 30-year legacy as Ngoc Nghia to its transformative merger with Indorama Ventures. He emphasized the company’s commitment to leadership in the local market, focus on quality, and innovation-driven culture, enhanced by the integration of cutting-edge technology, global expertise, and strategic investments.

Recent achievements include:

• Deploying modern production technologies
• Establishing a state-of-the-art factory in Hung Yen, expanding the market presence in northern Vietnam
• Driving digital transformation with upgraded ERP platforms and AI technology that automatically identifies and flags defective products

These advancements have boosted operational efficiency and positioned the company as a leader in Vietnam’s packaging industry.

Building trust through quality and emotional connections

The discussion also explored how businesses can expand globally while preserving their local strengths. Mr. Vinay stressed the importance of aligning with global standards, leveraging local expertise, and fostering emotional connections through transparency and trust. The Cu Chi Factory’s recent global recognition for quality excellence highlights the company’s ability to deliver consistent, world-class solutions.

In today’s competitive landscape, emotional connections are as crucial as product quality. Mr. Vinay described their brand identity as rooted in quality, reliability, and a customer-first approach. By understanding customer needs and delivering effective, tailored solutions, the company has built deep trust and enduring relationships with partners, some spanning decades.

Through thoughtful integration of legacy values, innovative practices, and a customer-first philosophy, the company demonstrates that emotional branding is not just about building loyalty – it forms the foundation for lasting success.