Part 8/12:

Okada Ecotech: Pivoting in Disinfectant Demand

KE Tan inherited a pesticide and disinfectant producer struggling with financial losses. Recognizing the heightened demand for sanitation products during COVID-19, he pivoted by rebranding products as eco-friendly disinfectants that also promote plant growth. Despite resistance from shareholders regarding price adjustments and rebranding strategies, KE persisted, eventually achieving strong sales and positive reputation.

During the pandemic’s peak, OEM demand surged, and the company responded by increasing production, relocating factories, and managing supply chain disruptions. KE's commitment to innovation and resilience exemplifies how SMEs can transform market challenges into growth prospects.