The US-based Bison Life, a formidable name in industrial safety solutions, has started its operations in India to provide a comprehensive suite of industrial safety products and solutions to Indian and Southeast Asian markets. Bison Life® is an industry leader setting new standards for protective equipment and creating solutions that are innovative, while maintaining high-quality protection for industrial, commercial, and residential use. Bison’s unwavering commitment to excellence guarantees that it can consistently surpass expectations, delivering exceptional value to its clients, reiterates the company spokesperson who’s confident of making effective penetration in the competitive market through focus on differentiation, local adaptation, strategic partnerships, brand building, customer awareness, innovation, customer engagement, cost efficiency, and compliance with sustainability practices. Excerpts from an interview:
Q. Please give us an overview of Bison Life and its activities in the safety space.
Bison Life®, headquartered in Alpharetta, USA, is a one-stop-solution for Industrial Safety, Industrial Cleaning, Food Safety, Health Care, and Household products in the North American market. Founded in 2009, with a steadfast commitment to customer satisfaction, we aim to surpass expectations by providing exceptional customer service, enhanced flexibility, and cost-saving solutions for in-store and retail operations.
Bison Life® is an industry leader setting new standards for protective equipment and creating solutions that are innovative, while maintaining high-quality protection for industrial, commercial, and residential use.
In 2023, Bison Life® has extended its presence into the Asian market, establishing the corporate office in Bangalore, India. With a strategic focus on India as a central hub for the Southeast Asia market, Bison Life® is launching its “Safe Handler®” brand to provide comprehensive industrial safety solutions as it begins operations in the country.
Q. What’s unique about your company?
Bison Life® stands out through its commitment to excellence in the provision of Industrial Safety, Industrial Cleaning, Food Safety, Healthcare, and Household products within the North American market. Several distinctive features set our company apart:
Customer-Centric Approach: Bison Life® prioritizes customer satisfaction, aiming to surpass expectations by delivering exceptional customer service, enhanced flexibility, and cost-saving solutions for both in-store and retail operations.
Extensive Nation-wide Presence: With services spanning all 50 states of the USA, Bison Life® plays a crucial role in safeguarding over 30 diverse industries, manufacturing more than 40 million products annually, and protecting over 10 million workers daily.
Diverse Product Portfolio: The company boasts an extensive product portfolio featuring well-known brands such as Safe Handler®, Kleen Handler®, Kleen Chef®, Zayaan Health®, and Popular Life®, tailored to meet the diverse needs of a wide array of industries and households.
Wide Distribution Network: Bison Life® proudly distributes its products to over 10,000 stores nationwide, in addition to collaborating with more than 25 affiliate online partners, showcasing a robust and expansive distribution network.
Industry Leadership and Innovation: As an industry leader, Bison Life® sets new standards for protective equipment and continually innovates to provide solutions that are not only cutting-edge but also maintain high-quality protection for industrial, commercial, and residential use.
These unique aspects collectively position Bison Life® as a distinguished player in the industry, known for its unwavering commitment to customer satisfaction, extensive reach, diverse product offerings, and a forward-thinking approach to global expansion.
Q. What are your offerings for industrial safety?
Bison Life® offers a comprehensive range of industrial safety products under its Safe Handler® brand. The product line includes various categories of personal protective equipment (PPE) designed to ensure the safety and well-being of workers across different industries. Here are some key categories mentioned:
Head Protection:
Products designed to protect the head, includes industrial safety helmets E & G Class.
Eye & Face Protection:
Safety Spectacles, Goggles, Face Shields designed to protect the eyes and face.
Hearing Protection:
Products such as Earplugs, Active & Passive Earmuffs designed to protect against noise hazards.
Respiratory Protection: Equipment to protect against inhalation of harmful substances, including Disposable & Reusable respirators, PAPR system, etc.
Hand Protection: Protective glove product’s General-purpose gloves, range of ANSI certified cut resistance gloves, range of premium chemical resistant gloves & Electrical insulating gloves ranging Class 00 to 3
Body Protection: Various products to protect the body, including coveralls, aprons, and vests and chemical protective clothing.
Fall Protection: Equipment designed to prevent falls, including body harnesses and safety lanyards.
Spill Protection: Products to manage and contain spills, ensuring a safe working environment. Product includes Spill Absorbents, Pallets & Spill Kits ranging from 15 – 240 liters.
The emphasis on offering disposable, reusable, and biodegradable products suggest a commitment to environmental sustainability. Bison Life® not only provides a wide array of safety equipment but also offers guidance and education to help customers make informed choices based on their specific needs.
Q. What’s your perception of the safety market in India and its growth prospects?
This requires a paradigm shift in mindset, moving from “PPE a choice” to “If there is any risk to health and safety not adequately controlled by other means, PPE is needed. Yes, you will decide on the most suitable PPE for the task, but whether or not PPE is worn and used is not a choice.”
Growing Awareness: There has been a growing awareness of safety standards and the importance of personal protective equipment (PPE) in various industries in India. This increased awareness is likely to drive demand for safety products and solutions.
Regulatory Emphasis: The Indian Government has been emphasizing safety regulations and standards across different sectors. This regulatory push could lead to increased adoption of safety measures and products in workplaces.
Diverse Industry Needs: India has a diverse industrial landscape, ranging from manufacturing and construction to healthcare and technology. Each sector has unique safety requirements, creating opportunities for a wide range of safety products and solutions.
COVID-19 Impact: The COVID-19 pandemic has heightened awareness about health and safety, leading to increased demand for products like masks, sanitizers, and other protective equipment.
Infrastructure Development: Ongoing infrastructure development projects in India, including construction and manufacturing initiatives, may contribute to the growth of the safety market as these sectors have specific safety requirements.
Entry of Global Players: The entry of global safety equipment manufacturers and distributors into the Indian market may bring advanced technologies and a wider range of products, contributing to market growth.
Q. Please tell us more about your operations in India and your plans for growth and expansion.
With a deliberate focus on India as a central hub for the South East Asia market, Bison Life® is launching its “Safe Handler®” brand to provide extensive industrial safety solutions as it commences operations in the region.
Key Strategic Initiative: Collaborate with the government agencies and industrial forums to enhance safety standards and compliance, advocating for policy changes to elevate India’s global standing in safety standards.
BISON’s Global Strength: Leveraging our current service in the Americas and Europe, Bison Life® aims to utilize its global experience and expertise to develop the world’s premier safety products tailored for the Indian market.
Product Portfolio Realignment: Adapt our product portfolio to suit the unique demands of the Indian landscape.
Make in India – Atmanirbhar Bharat: Achieve self-reliance and independence by establishing manufacturing operations in India. Explore options to either be an original equipment manufacturer (OEM) or collaborate with production experts.
Continued Environmental Initiatives: Sustain our environmental initiatives in India, contributing to the development of a cutting-edge infrastructure aligned with global standards.
Bison Life® has introduced its dedicated Industrial Safety product, the Safe Handler® band, in India.
Over the next five years, we are strategically planning to establish our own manufacturing and R&D setups. As a solution provider, we prioritize addressing customer pain points by focusing on eliminating and alleviating issues. Our commitment to innovation is reflected in our emphasis on research and development, aiming to create cutting-edge products, services, and technologies that set us apart in the market.
Q. What are your competitive advantages, and how do you hope to strategize your market penetration despite the fierce competition prevailing in India?
To effectively penetrate the competitive market in India, we focus on differentiation, local adaptation, strategic partnerships, brand building, customer awareness, innovation, customer engagement, cost efficiency, and compliance with sustainability practices. A dynamic strategy that combines these elements and adapts to market dynamics will enhance your chances of success.
Q. Finally, how do you look at the future of Bison Life India?
Bison Life® empowers communities and champions environmental sustainability with high-quality safety solutions. We drive innovation, taking a leadership role in the industry by offering products that enhance safety in both workplaces and homes.
Our unwavering commitment to excellence guarantees that we consistently surpass expectations, delivering exceptional value to our clients. Designed For Safety, Value For Life.