Page 24 - TEXtalks International June/July-2025

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Cover Story
Across a global textile sector that has historically
been cautious about adopting new technologies, a
transformation is underway. Over the past 18
months, BW Converting, under it’s Baldwin
Technology brand, has achieved unprecedented
momentum in Pakistan’s textile industry with its
Baldwin TexCoat™ G4 precision spray finishing
system. Behind this rapid adoption is a unique
formula for success: a proven high-efficiency
technology, a region ready for innovation, and a
strategic partnership with Pakistan’s Al Ameen
Trading Corporation.
“This is the fastest market adoption I’ve seen in my
35-year textile career,” said Rick Stanford, Vice
President of Global Business Development, Textiles
at BW Converting. “The TexCoat System is helping
our customers unlock significant efficiency gains
without adding footprint or capital-intensive new
lines. And much of this success is thanks to our
outstanding partner, Al Ameen.”
June/July 2025
Since entering the Pakistani market just two years
ago, BW Converting has installed more than 26
TexCoat G4 systems. Driving this momentum is a
unique combination of operational challenges and
the right solution at the right time.
“These are factories of all sizes, some have over 18
finishing lines, and they are under constant pressure
to reduce energy use and maximize output,”
Stanford explained. “TexCoat G4 allows them to do
both. With less than half the water pickup of
traditional pad-based systems, our customers are
able to significantly reduce drying time and energy
costs while doubling their throughput.”
Stanford explains that TexCoat G4 enables
manufacturers to significantly boost output using
their existing finishing lines. Rather than investing in
additional equipment or expanding their footprint,
mills are optimizing current assets to achieve
substantial performance gains. “One of our
25
customers was able to increase output from strong foundation in Pakistan, the company is now
targeting expansion in neighboring India, followed
500,000 kilos to over a million kilos per month on
said. “That level of productivity uplift speaks for estate pressures, and labor efficiency are shaping Cover Story
by Vietnam and Indonesia, where energy costs, real
an existing line just by implementing TexCoat,” he
itself.”
new investment priorities for manufacturers.
The Local Advantage
“We’re taking the same winning formula, high-value
At the center of this success story is the
country-wide presence of Al Ameen Trading
new markets,” Stanford said. “There is already
Corporation, a family-run agency with deep roots in tech and strong local partners, and applying it to
interest building across the region.”
Pakistan’s textile industry. While BW Converting’s Meanwhile, Al Ameen’s success with TexCoat G4
global footprint gives it reach and innovation, Al continues to serve as a benchmark. The agency’s
Ameen delivers what might matter even more in this ability to build trust with local mills, offer
market: trust, access, and local service. boots-on-the-ground service, and align with BW
Converting’s global strategy has made it a standout
“Al Ameen has been operating for over 75 years case study in effective regional partnership.
and is one of the best agencies I’ve worked with in
my career,” Stanford said. “Their work ethic, “We don’t have a large marketing department.
service-first mindset, and deep relationships with What we do have is a deep understanding of our
local mills have been critical to our success.” customers,” said KM Khalid, Director at Al Ameen
Trading Corporation. “Having a good
What makes the relationship even more effective is techno-commercial team and good service support
that Al Ameen handles not only sales and support are all prerequisites to success. However, perhaps
but also machine installations and startups, an what matters most is the attitude of having a deep
approach that reflects BW Converting’s broader understanding of the customer, and a commitment
strategy for high-growth regions. “This business to doing the work the right way.”
model is key to our expansion across Asia and
other emerging markets,” Stanford noted. “In BW Converting’s next major milestone will come
places like Pakistan, India, and Vietnam, we’re this October at ITMA Asia in Singapore, where the
aligning with agencies that can both sell and company plans to formally unveil TexChroma, a
service our equipment locally.” new spray dyeing system positioned to disrupt the
fabric coloring space much like TexCoat has done
While sustainability is a core focus for BW for finishing. “We’re planning a significant
Converting, Stanford acknowledges that economic introduction for TexChroma at ITMA Asia in
impact is often the primary decision driver for mills Singapore,” Stanford noted. “The early interest
in emerging markets. “Our customers care about we’ve seen has been very encouraging, and we
environmental responsibility,” he said, “but what expect strong engagement at the show.” If the
ultimately drives adoption is the ability to lower success of TexCoat G4 in Pakistan is any indication,
energy consumption, increase production speed, BW Converting’s strategy of pairing precision spray
and enable mills to adopt a fundamentally new technology with regional partnerships is not only
operational approach. With TexCoat, sustainability working, it’s redefining what’s possible in textile
and performance go hand in hand.” manufacturing.
TexCoat G4 offers clear operational advantages, Pakistan is marked by a strong spirit of
including reduced water usage, minimal chemical entrepreneurship, swift decision-making, and a
waste, and lower energy consumption. While these culture of fulfilling commitments - even with just a
benefits align with many brands’ environmental handshake. Despite operating in a highly
objectives, it’s the measurable production gains, competitive textile market marked by ongoing
faster throughput, reduced utility costs, and challenges, the industry continues to demonstrate
improved line efficiency that are driving adoption in resilience and adaptability. Stanford concludes,
high-output markets. In this case, performance and “BW Converting is sincerely grateful to our
resource savings are mutually reinforcing. customers for their trust and for embracing our
technology so quickly. Their confidence has paved
Building on Momentum the way for even more exciting innovations in the
BW Converting has no plans to slow down. With a future.”
June/July 2025