How IGL Coatings is Transforming the Coatings Industry with Sustainable Nanotechnology

In this interview, we sit down with Keong Chun Chieh, founder and CEO of IGL Coatings, a pioneer in sustainable nanotechnology solutions. Since founding the company, Keong has been instrumental in redefining the coatings industry with a focus on eco-friendly, low-VOC products that minimize environmental impact while delivering high performance. With a presence in over 50 countries, IGL Coatings has grown into a global leader, providing innovative solutions across the automotive, marine, industrial, and aviation sectors. Keong shares his journey, insights, and the future of sustainable coatings in this exclusive interview.

The Inspiration Behind IGL Coatings and Sustainable Solutions

SBS – What inspired you to focus on low and zero-VOC ceramic coatings, and how did you identify the market need for such products?

Keong – It all began with a need to solve my own problem. When I set out to develop my first prototype, I had no choice due to the limitations of the available chemicals that I could use for my formulation. The more I researched, the more I discovered that the auto detailing industry was largely unregulated, with many professionals unknowingly risking their health by working with hazardous chemicals just to make a living.

This was a turning point for me. I saw a clear need in the market for low- and zero-VOC ceramic coatings that not only deliver high performance but also protect the health of those who use them. By focusing on safer formulations, I knew we could offer products that would be better for both the user and the environment — without sacrificing quality.

As a result, IGL Coatings was born with a commitment to sustainability and safety at its core, driven by the desire to create innovative products that improve the lives of detailers and professionals while meeting the growing demand for eco-friendly solutions in the industry.

Key Milestones in IGL Coatings’ Global Growth

SBS – Can you describe the journey of IGL Coatings from its inception to becoming a globally recognized brand? What were some pivotal moments?

Keong – The journey of IGL Coatings has been an incredible one, full of both challenges and milestones. We started in Malaysia, where we were fortunate to gain a loyal customer base early on. However, the growth was slow and stagnant. One of the biggest hurdles we faced was convincing the local market that a Malaysian company could produce world-class products that could compete with global brands. The common feedback I received was that Malaysian products should be cheaper, with the assumption that they couldn’t match the performance and quality of international competitors.

Realizing that this mindset would limit our potential, I shifted my focus towards making IGL Coatings a global brand. I identified the largest automotive markets and developed a strategy to penetrate them. The US was our first target, as it presented the most significant opportunity for growth. From there, we expanded into Europe, Australia, and eventually back to East and Southeast Asia.

A pivotal moment in our journey was when we reached 1,000 IGL installers in the USA — a clear indication that our products were being embraced in one of the most competitive markets in the world. Another major milestone was acquiring a distributor in Japan, which truly showcased that a Malaysian product could thrive on the global stage. Securing a distributor in Japan was a major milestone for IGL Coatings due to Japan’s high standards for quality and innovation, particularly in the automotive industry. Breaking into this demanding market validated our products’ performance and solidified IGL Coatings as a premium brand. Japan also serves as a strategic gateway to East Asia, enhancing our credibility and opening doors to further expansion in the region. Additionally, Japan’s influence in the global automotive supply chain strengthened our positioning for potential collaborations with major international manufacturers, proving that our Malaysian brand can successfully compete on the world stage.

These key achievements demonstrated not only the quality and performance of our products but also the ability of a Malaysian brand to compete globally. Today, IGL Coatings is recognized as a leader in eco-friendly, high-performance coatings, and we continue to push the boundaries of innovation and sustainability in markets worldwide.

Balancing Innovation with Environmental Sustainability

SBS – How do you balance innovation with sustainability in your product development process?

Keong – We don’t see innovation and sustainability as opposing forces that need to be balanced. Instead, sustainability is embedded in our company’s DNA, and innovation is the key to achieving our mission of creating exceptional products that are safe for both the user and the environment.

Our product development process begins by deeply understanding our customers’ pain points and then working to develop solutions that address those challenges. However, our approach is deliberately restrictive — we only select chemicals and raw materials that meet global regulatory standards and pose the lowest possible risk to health and the environment. This focus on compliance and safety doesn’t limit our innovation; rather, it drives us to be more creative and resourceful in finding new, sustainable solutions that deliver high performance.

Challenges and Strategies for Scaling Internationally

SBS – What are the key challenges you faced in scaling IGL Coatings internationally, and how did you overcome them?

Keong – Scaling IGL Coatings internationally presented several key challenges that required careful planning and adaptation. The most significant hurdles we faced were:

1. Regulations — Each country has its own set of regulatory standards and compliance requirements, especially in terms of chemicals and environmental safety. Navigating the complexities of REACH compliance in Europe, VOC regulations in the US, and other region-specific standards was a significant challenge. We overcame this by investing heavily in regulatory expertise, ensuring that our products met the highest global standards across all regions.
2. Logistics — Managing a global supply chain posed challenges in terms of both cost and efficiency. Shipping products across borders, dealing with customs, and ensuring timely deliveries were constant concerns. To address this, we partnered with reliable logistics providers and built a robust, flexible distribution network that allowed us to meet global demand without compromising on delivery times or product integrity.
3. Language and communication — Operating in diverse international markets also meant dealing with language barriers and ensuring that we communicated effectively with both distributors and end-users. We invested in localized marketing and customer support, ensuring that product information, user manuals, and customer communications were available in the local languages of each market.
4. Cultural differences — Understanding and adapting to different business cultures was another challenge. Each market had its unique way of operating, from negotiating deals to how customers prefer to interact with brands. To overcome this, we focused on building strong relationships with local partners who could provide insights into cultural nuances, helping us tailor our approach to each region.
5. Brand perception — As a Malaysian company, we initially faced challenges with brand perception, particularly in markets where locally-made products were not always associated with premium quality. We addressed this by focusing on educating the market about our product quality and performance, using success stories and case studies from highly competitive markets like the US and Europe to demonstrate that IGL Coatings could compete on a global scale.

Research and Development at IGL Coatings

SBS – How does your R&D team approach the continuous improvement and development of new products?

Keong – Our R&D team takes a forward-thinking, customer-centric approach to continuous improvement and product development. Our process begins with in-depth market research and feedback from our global network of customers and partners. This ensures that we’re meeting current market needs and anticipating future demands.

Innovation is at the core of our R&D efforts. We integrate cutting-edge technologies — like graphene nanotechnology — into our formulations to push the boundaries of performance, durability, and sustainability. Our team actively collaborates with universities and research institutions to stay ahead of industry trends and advancements.

Sustainability is also a key focus for us. Every product we develop is formulated with eco-friendliness in mind, from low-VOC and non-toxic ingredients to packaging that supports our Bottle Exchange Program to reduce plastic waste. This commitment to green solutions ensures our products are safe for both our customers and the environment.

Lastly, we follow a rigorous testing and validation process, ensuring every product meets global standards, such as ISO 9001:2015 and REACH compliance. This guarantees quality and builds customer trust in our innovative solutions.

Building Strong Global Partnerships with Distributors

SBS – What strategies have been most effective in building and maintaining strong relationships with your distributors and installers worldwide?

Keong – We believe that building strong, long-lasting relationships with our distributors and installers is essential for mutual success. Our approach focuses on consistent engagement and support to ensure that every partner feels like a valued extension of our team.

We prioritize face-to-face meetings at least once a year to strengthen relationships, coupled with monthly video calls to ensure constant communication and alignment. These touchpoints give us an opportunity to share updates, gather feedback, and maintain an open line of communication with our global partners.

Training is also key to our strategy. Whenever we introduce new products or processes, we ensure our distributors and installers receive comprehensive training so they are well equipped to bring the latest innovations to their markets. This focus on continuous education helps them stay ahead of the curve, offering the best possible solutions to their customers.

We treat our distributors and installers as true partners, taking on operational responsibilities like marketing, production, logistics, regulations, and technical support. This allows our partners to focus on what they do best — delivering excellent customer service and driving sales in their regions.

One of our greatest success stories is our growth in the US. Our collaboration with our US distributor has been instrumental in expanding our presence and market share, and we continue to strengthen that relationship through trust, collaboration, and mutual support.

We also make it a priority to gather and respond to feedback through our monthly calls and surveys. This ensures that we remain responsive to the challenges our distributors face and that we’re constantly improving our processes to meet their needs.

IGL Coatings’ Commitment to ESG and Sustainability Initiatives

SBS – Can you share more about your ESG initiatives and how they have impacted both the environment and your business?

Keong – Our commitment to environmental, social, and governance (ESG) principles is at the core of our business model and product development. We take a proactive approach to sustainability and social responsibility, ensuring that we create products that deliver high performance and have minimal impact on the environment.

Environmental Impact

Our focus on eco-friendly solutions has led us to develop products that are low in VOCs, non-toxic, and free of harmful chemicals. By leveraging graphene nanotechnology, we’ve created coatings that provide long-lasting protection while using fewer resources over time. This reduces the frequency of product application, lowering the overall environmental footprint in industries ranging from automotive to industrial sectors.

We also take great pride in our Bottle Exchange Program, which encourages customers to return their used product bottles for recycling. This initiative has significantly reduced plastic waste while reinforcing our commitment to a circular economy. We’re constantly looking for ways to improve our packaging to be more sustainable, from reducing plastic content to exploring biodegradable alternatives.

Social Responsibility

On the social front, we ensure that our products are safe for users by creating formulations that are not only eco-friendly but also user-friendly. We work closely with industries where workers are exposed to chemicals, offering solutions that protect both surfaces and individuals. Our coatings are easy to apply, durable, and chemical-resistant, contributing to safer work environments without compromising productivity.

We also prioritize education, regularly providing training for our distributors, installers, and end-users to ensure they are well-versed in the safe and effective use of our products. This builds trust and empowers our partners to adopt more sustainable practices.

Governance & Compliance

From a governance perspective, we adhere to strict global standards, including ISO 9001:2015 and REACH compliance. These certifications reflect our commitment to producing high-quality, sustainable products that meet the stringent regulations of different regions. We also maintain transparency in our operations and ensure that our business practices align with ethical standards, making us a trusted partner worldwide.

Business Impact

Our ESG initiatives have positively impacted our business by aligning us with the growing demand for sustainable and eco-friendly solutions. Customers and partners alike value our commitment to sustainability, which has strengthened our brand reputation in key markets. Additionally, our focus on environmental responsibility has opened doors to new partnerships with businesses and industries looking to reduce their carbon footprint and adopt more sustainable practices.

Ultimately, our ESG strategy is not just about being environmentally conscious — it’s about driving long-term value for both our business and our customers while contributing to a healthier planet.

Ensuring Quality Across Manufacturing and Global Operations

SBS – How do you ensure the quality and consistency of your products across different manufacturing facilities and regions?

Keong – At IGL Coatings, ensuring the quality and consistency of our products is a top priority, regardless of where they are distributed. Although all our manufacturing is centralized in Malaysia, we have implemented a robust and standardized quality control process across our operations to maintain uniformity across all markets.

Our in-house QC testing protocols are designed to thoroughly inspect and validate every batch before it leaves the facility. This includes testing for durability, chemical resistance, and performance to guarantee that each product meets our high standards. These protocols are supported by certifications such as ISO 9001:2015, ensuring that we adhere to globally recognized benchmarks for quality and consistency.

To maintain these high standards, we conduct quarterly audits of our facility. Our dedicated QA/QC team oversees these inspections, ensuring all processes align with our internal guidelines and compliance regulations. This team also plays a vital role in making sure that our products meet both regional and international compliance requirements, such as REACH, so that they can be safely and effectively used across various markets.

By maintaining a centralized manufacturing facility with strict oversight, we can ensure that every product — from Malaysia to the rest of the world — delivers the same high performance, eco-friendly benefits, and quality that our customers and partners expect from IGL Coatings.

The Role of Customer Feedback in Product Innovation

SBS – What role does customer feedback play in your product development and improvement process?

Keong – Customer feedback is integral to our product development and improvement process. We actively gather feedback through various channels, including surveys, direct communication with our distributors and users, and social media scanning to ensure we have a comprehensive understanding of what our customers need.

We follow a structured approach using a voice of the customer (VoC) methodology. This allows us to systematically collect, analyze, and prioritize feedback to guide our R&D team in making informed decisions about product improvements. By regularly reviewing customer input, we can ensure that our innovations align with real-world needs and expectations.

One example of feedback directly influencing our product development is when our customers expressed the need for a faster application process. In response, we developed a single-layer coating, an upgrade from our standard double-layer coating, which significantly reduced working time without compromising the quality or durability of the protection.

Feedback from both distributors and end-users is given equal importance. Distributors often provide insights from a commercial and operational standpoint, while end-users focus on product performance and ease of use. This dual perspective helps us refine our products to meet both market demands and user satisfaction.

The implementation of changes based on feedback varies, typically taking from three months to a year, depending on the complexity of the R&D process. Our R&D team is heavily involved in reviewing feedback and driving innovation, ensuring that every improvement is scientifically validated and ready for market deployment.

Advice for Entrepreneurs Entering the Sustainable Manufacturing Sector

SBS – What advice would you give to other entrepreneurs looking to enter the sustainable manufacturing and coatings industry?

Keong – Entering the sustainable manufacturing and coatings industry is both challenging and rewarding, and my key advice for entrepreneurs would be:

1. Commit to sustainability from day one — Sustainability isn’t a buzzword. It needs to be at the core of your business strategy. Build your processes, products, and values around eco-friendly practices from the start. Customers and regulatory bodies are increasingly prioritizing sustainability, and this trend will only grow. Think beyond the product itself; consider packaging, energy consumption, and waste reduction as part of your eco-friendly approach.
2. Invest in innovation — The coatings industry is highly competitive, and to stand out, you need to push boundaries. Embrace new technologies, like graphene nanotechnology or other cutting-edge materials, to offer products that not only meet but exceed customer expectations in performance and sustainability. Continually improve your R&D to stay ahead of market trends and regulatory changes.
3. Understand and follow regulations — The coatings industry is subject to strict environmental regulations, and complying with standards like REACH and country chemical regulations is non-negotiable. Make regulatory compliance part of your product development process from the outset to avoid costly delays or fines down the line. This ensures legal compliance while building trust with your customers.
4. Listen to your customers — Customer feedback is essential for growth and innovation, particularly in sustainability-focused industries. Actively gather insights from both end-users and distributors, and be prepared to iterate your products based on their real-world experiences. This will not only help you create better products but will also establish long-term relationships with your customers.
5. Emphasize collaboration — Sustainability is a collective effort, and working with partners, suppliers, and even competitors can accelerate your growth. Strategic partnerships like ours with Petronas can offer access to advanced technologies, compliance knowledge, and industry expertise that may not be available internally. Collaboration also lends credibility and can open doors to new markets.
6. Patience and persistence — Building a sustainable business, particularly in manufacturing, requires long-term thinking. Regulatory approvals, product testing, and market penetration all take time. Stay committed to your vision, and be patient while pushing for growth.

Exciting New Innovations and Upcoming Product Launches

SBS – Can you discuss any upcoming innovations or products that IGL Coatings is excited to launch?

Keong – We’re excited to introduce Arcane, our latest single-layer coating designed to provide four years of durable protection for automotive paint. What makes Arcane particularly special is a joint collaboration research to incorporate graphene from Petronas, produced from coke — a byproduct of their refinery process. This innovative use of graphene not only enhances the coating’s strength and durability but also aligns with the principles of a circular economy by repurposing refinery byproducts into high-performance materials.

Arcane is a perfect example of how we’re merging cutting-edge technology with sustainability, offering superior protection while minimizing environmental impact. We believe this product will be a game-changer for both professional detailers and eco-conscious consumers, setting new standards for durability and environmental responsibility in the coatings industry.

The Future Vision of IGL Coatings: Expansion and Technological Advancements

SBS – How do you envision the future of IGL Coatings in the next five to ten years, particularly in terms of market expansion and technological advancements?

Keong – In the next five to ten years, we envision IGL Coatings becoming a more prominent player in the global market, which presents significant growth opportunities for our eco-friendly and high-performance products. The world is rapidly embracing sustainable solutions, and we believe IGL Coatings can meet the increasing demand for environmentally-conscious products across industries, particularly as regulations tighten around sustainability and environmental impact.

A key area of growth will be in industrial coatings. While we’ve built a strong foundation in automotive detailing, we see great potential in expanding into industrial applications. Industrial coatings that offer superior protection while maintaining eco-friendly profiles will be in high demand, and we’re positioning ourselves to capitalize on this trend. These coatings, tailored for sectors like construction, manufacturing, and marine industries, will meet the durability and sustainability demands of industrial applications.

Sustainability will continue to be one of our guiding pillars. The incorporation of graphene produced from Petronas’ coke as part of the circular economy initiative is just the beginning. This collaboration strengthens our commitment to sustainability and showcases the potential for innovative partnerships to drive both technological advancements and environmental responsibility. Over the next decade, we aim to reduce the environmental footprint of our products even further through continued innovation in raw materials and packaging.

R&D will play an even bigger role moving forward. We will significantly increase our investment in research and development, focusing on breakthrough technologies like graphene nanotechnology to enhance the durability, versatility, and eco-friendliness of our coatings. By expanding our internal R&D capabilities and collaborating with industry leaders such as Petronas, we aim to bring innovative, sustainable solutions to both existing and new markets. This investment in R&D will ensure we stay ahead of the curve in the increasingly competitive coatings industry.

As for the brand evolution, I believe IGL Coatings will distinguish itself in a competitive landscape by maintaining its focus on sustainability and pushing the boundaries of technological innovation. To ensure we continue to evolve, I see us amplifying our efforts in three areas:

1. Thought leadership — We can position IGL Coatings as an industry leader in sustainability by sharing our knowledge and breakthroughs on global platforms, creating a stronger presence in industry discussions, events, and publications.
2. Customer-centric innovation — As the demand for greener solutions grows, maintaining an open dialogue with our customers — both distributors and end-users — will be essential. Their feedback will guide our future developments, ensuring that our products not only meet but exceed their needs in terms of performance and environmental impact.
3. Global brand identity — While we expand into new markets globally, we will reinforce our brand as the go-to choice for high-performance, eco-friendly coatings that deliver results. This means building trust through consistent quality, transparent sustainability initiatives, and a proven track record in meeting global compliance standards.