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Inspiring Stories
03 Nov 2021 Updated 09 Nov 2021

Critical Facility:

Bolting into action

Critical Facility’s international success did not come overnight. Here’s what it did to grow global.


Workers from Critical Facility, which provides lightning protection technologies to industrial and commercial enterprises across Asia, testing a solution at the company’s headquarters in Singapore.

From securing new customers in Thailand and Vietnam to business development in Japan and India, Critical Facility is gaining momentum in their quest to scale internationally. But the plan has been years in the making.

This local specialist in lightning protection technology has been partnering with SME Centre@SMCCI business advisor Nadhirah Azhar for the last few years, starting with a key branding exercise.


Nadhirah (right) and Critical Facility chief executive Ong Ann Kow discussing plans for the company. Over the years, Nadhirah has become a trusted advisor to Critical Facility, having played a key role in the company’s journey to go global.

Nadhirah advised them on strengthening their brand story and image and worked with the firm to adopt standards and achieve certification for its products. For instance, its dynamic bypass conductor for external floating roof tanks was the first in the world to obtain IECEx certification – an internationally accepted safety standard for products used in potentially explosive environments.

Those efforts not only raised Critical Facility’s credibility, but also set it apart from the competition, helping them to market itself more effectively around the world.

Today, Critical Facility continues to make headway overseas. With Nadhirah’s help, it has also secured the Market Readiness Assistance grant to keep growing overseas.

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Critical Facility’s strong marketing push succeeded in bringing in new business leads from across the world, which have kept the group's chief operating officer, Jeremy Wong (right), and his colleagues busy.

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