Romar Positioning Equipment

MANY Singaporeans may not have heard of Romar Positioning Equipment but it has certainly made its mark in the field of welding and positioning automation for heavy industries.

"We started small, building automated welding equipment which was sold to pressure vessel shops and heavy engineering fabricators," recalls managing director Jonathan Lim, 47.

Founded 23 years ago, today it is one of the top five players in its field. Mr Lim says Romar enjoys approximately 12 per cent market share of a global industry worth about US$300 million (S$435.81 million). Last year, it chalked up a turnover of more than $53 million.

It has a factory and design office here, as well as two factories in Wuxi, China. Romar's products are exported to more than 40 countries. Its current staff strength of 170 is set to grow as it prepares to set up another factory in Nanjing. And this year, Romar will add an Enterprise 50 award to its long list of milestones and achievements.

Despite its humble beginnings, the business has evolved to accommodate changes in the industry and business landscape. Over the years, it has amassed a large amount of technical and professional expertise, enabling it to take on a greater number of larger-scale projects.

As the world's leading consultant, designer, manufacturer and installer of rotating and positioning equipment, the company is capable of producing equipment to serve almost the entire spectrum of industrial welding needs.

Says Mr Lim: "The business has progressed into supplying customers on a turnkey basis in areas such as offshore tubular pipe manufacturing, pressure vessel production, wind tower production and structural steel production."

Its customers include top fabricators in Taiwan, the United States, India and the Middle East. Romar also has sales and service offices in Kuala Lumpur, Jakarta, India and Los Angeles. Its eye is on acquiring more knowledge and technology to expand its global market share.

To differentiate itself from the competition, Mr Lim is adamant that his people exceed customers' expectations and provide a complete range of services to address even the most unique demand.

Mr Lim says: "We are able to deliver not only equipment, but also solutions for customers. This is in line with our vision to be a one-stop provider for their welding and cutting needs."

While the ability to adapt to market changes and customer demands is important, Romar's real power, says Mr Lim, comes from its employees and their commitment to their work.

And it is precisely because employees are the main drivers of the business that Mr Lim recognises the need to continually groom and retain talent as well as keep his workforce motivated to achieve more.

"Our vision is to be a one-stop provider for metal working and fabrication systems in the oil and gas, and infrastructural sectors, not only in current welding systems, but also in machine tools and other apparatuses," he says. "We build a culture of trust, and provide a lot of freedom for employees to innovate."

This means that any employee is free to propose an idea, suggestion or initiative. Discussions among co-workers or with clients are also encouraged. "At Romar, no idea is considered 'too silly'," he  points out.

An E50 award, he adds, will provide that extra bit of encouragement and drive to management and employees, and help raise Romar's profile  here.

"Our company is virtually unknown in Singapore because most of our business is export-related," Mr Lim explains. "An E50 award will raise awareness of our company, so we are elated to receive it."

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