Anjo Tintas is a unique Brazilian company that has a new way of relating to the consumer market; it’s focused on innovation and offering its clients the best cost-benefit relationship possible. Anjo has more than 100 products present at more than 5,000 points of sale throughout the country. The company maintains continuous investment in Research and Development. This strategy has resulted in its being named as one of the 30 “most innovative companies in the national chemical and petrochemical sector,” as awarded by Exame magazine in 2004 and 2006. “We believe that companies that invest in innovation will set themselves apart in the market”, emphasizes Filipe R. Colombo, the company’s president.
Headquartered in the city of Criciúma, in Santa Catarina, Anjo Tintas is a company specializing in paints, solvents and accessories for the automotive, real estate, flexography (printing) and industry sectors. Since innovation is key for the company, Anjo Tintas has a partnership with the Federal University of Santa Catarina (USFC). Through this relationship, an exclusive technical team, made up of masters degree and Ph.D. holders in chemistry, chemical engineering and material engineering with extensive experience in the paint sector, works within the university’s confines to develop new products and make improvements to existing products. “As a result, it’s possible to highlight the launch of innovative products, such as ProtectPack, an anti-bacterial paint aimed at flexography companies.” [Others include] “The Super Leve plaster, the Premium Acrylic Paint Anjo Mais, and Eco-Thinners,” he details. In fact, Premium Acrylic Paint Anjo Mais offers a yield up to 80% higher than common paints in the market”, he emphasizes with respect to the savings passed on to the consumer.
According to the executive, the differential in Anjo’s solutions, in addition to bringing together innovation and cost-benefit, is the company’s concern with sustainability. “Our products are differentiated because, in addition to offering the best cost-benefit to retailers (Anjo’s direct customers) and end users, we are also concerned about sustainability. In other words, our innovations reduce the impact on the environment, improve the user’s yield, create less residue and also protect the end user”, he details.
He says, however, that the main challenge is to continue to grow sustainably in a market that has little room for product differentiation. “We have worked hard on innovation to develop unique products and to stand out from the crowd”, he adds.
Anjo Tintas uses tools for the continuing education of its employees and the business as a whole, such as the Process Improvement Groups Program and the Profit Sharing Program, in which all employees have the opportunity to participate.
The Process Improvement Groups Program, the company’s main participative management tool, provides professionals with the opportunity to suggest improvements, not only to the areas where they work, but also to the entire corporation. Through this initiative, Anjo’s goal is to develop the company’s intellectual capital, its professionals, contributing to the constant improvement of corporate processes and creating a happy and healthy work environment.
The company’s employees also participate in a Profit Sharing Program. Through it, all professionals are required to meet established goals on a monthly basis to be able to participate in the profit sharing program. These goals include but are not limited to average sales cycle time, late payments, sales per professional, and administrative or financial costs. The indicators are managed by a professional who does this work on a volunteer basis. Each employee submits his or her individual results each month. When the pre-determined goals are met, the professionals earn percentages (also pre-determined) on top of their base salaries.
The company has activities to retain and develop its employees. One of them is called “The Leaders of the Future Project,” a postgraduate course – with content applied on the job – offered to talented professionals in conjunction with the educational institution, SATC. Anjo even provides scholarships in the amount of 40% of the total cost of bachelor’s degree courses for its employees. In addition, the company does 360° employee reviews, through which the employees’ needs for technical training for employees are identified and, depending on the results of the review, the company offers employees courses designed at meeting those needs.
Investments in technology also are part of the corporate strategy of the company. Between the end of 2013 and the beginning of 2024, Anjo modernized its entire IT infrastructure. With the goal of ensuring a high level of data availability, new high-performance servers, working as a cluster, were purchased and installed in different data centers. The internal networks were overhauled, new high-transmission switches were installed and the access points were replaced. In addition, according to Anjo’s president, the company is substituting its current Business Intelligence system with QlikView software, which “offers better dynamics and is much more user-friendly than the old system.”
In the factory, Anjo is always on the lookout for opportunities to automate its process. The latest purchase was an automatic filling machine.
Aiming at improving the management of its operations in addition to offering agile and automated service, Anjo has a WMS system installed at its sites. Regarding product distribution, the company monitors product stock levels at its affiliates to guarantee quick re-stocking, order releases and shipments so that service is quick and agile.
The company is constantly on the quest for certifications that guarantee the quality of its products. In 1999, Anjo received the ISO 9001 certification. In 2012, it earned the ISO 14001 certification.
Founded in 1986, Anjo Tintas currently serves more than 5,000 clients. Its headquarters and its four manufacturing facilities are located in Criciúma in Santa Catarina. The company also has three distribution facilities: one in Bragança Paulista, in the state of Sao Paulo, one in the city of Aparecida de Goiânia, in the state of Goiás, and one in Vitória de Santo Antão, in the state of Pernambuco. At the end 2012, Anjo carried out strategic planning that includes various projects to be developed. In 2013 and 2014 some of these were already completed and others are currently underway. Among the projects completed are Integrated Logistics, repositioning of the automotive line, a tintometric system for our real estate line and leader development. “We project real growth of 122% through 2022. Among our plans are the expansion of our manufacturing capacity and entering other sectors, which we cannot release more information about”, he finalizes.