John Juricic: Happy Monday morning to both of you, to my esteemed partner in the Sidney Breakfast Club After Hours, Shawn O'Hara. Shawn, good morning. Our guest, of course, is Rajkumar Padmawar, Founder and CEO of ASAsoft. Have I pronounced that correctly?

Rajkumar Padmawar: ASAsoft.

John Juricic: Oh, ASAsoft. Okay. Raj and I actually met almost a decade ago, so we've known each other for some time. In your latest capacity, which I learned from meeting you recently at the Sidney Breakfast Club, you are an advisory committee member at the World Trade Center in Vancouver. For those that don't know, the Sidney Breakfast Club is a monthly meeting that happens in the peninsula on lower Vancouver Island, where industry folks get together and talk about issues related to manufacturing, industry growth, and more. Raj attended, and the highlight thread and theme we've been focusing on since Donald Trump got inaugurated has been trade-related activity, trade wars, and tariffs. As it turns out, I talked to Raj, and you are an expert on trade-related issues. We just had to have you on our show, so thank you very much for attending.

Rajkumar Padmawar: Thank you, John.

John Juricic: You bet. First of all, how did you get involved with the World Trade Center out of Vancouver? That's a fabulous accomplishment and expertise for us to have.

Rajkumar Padmawar: It's funny you ask, John. A lot of people actually would not know a World Trade Center exists in every major city on the planet. There are 300 plus of these in every major city. It's a great connector. The World Trade Center reached out to me around four years back, and I was happy to jump in and learn a lot about what's going on in this landscape. Even before that, I was an alumni of TAP, the Trade Accelerator Program, which brings all the little companies in British Columbia together for export readiness. That was a great segue. It's a week-long program and a workshop that lets you build a business canvas and shoots you right into the system. It's one of the best-tailored programs I've come across. It's so well-knit and connected, and so well-prepared, that it actually gets you ready to do business overseas beyond the experiences you might have. A lot of it is about knowing what you know, unlearning, and then starting fresh or relearning. As you put in your intro, 98% of British Columbia is SMEs. Micro businesses in British Columbia, with zero to four employees, are about 83% of that, and within that, the self-employed without paid help is 60%. So it's very vital for British Columbia.

John Juricic: Obviously, for so many companies everywhere, but particularly in lower Vancouver Island, who do work with the US, that percentage of business is going to change, likely lowered. How they intend to complement that missing piece and grow it is probably the number one priority for many businesses. I think you're going to be busy, and we're going to be busy today. I'm going to default to Shawn now to ask you the first question now that we have the context and are so lucky to have you on the show today.

Shawn O'Hara: What would be the first question? There are so many to ask. One was how you got in your role. You'd started to mention that earlier.

Rajkumar Padmawar: Right. If you backtrack a bit, being a founder and CEO for ASAsoft and advisory committee member at World Trade Center, we are in a very niche area of manufacturing high voltage polymer insulators that go into grid monetization. It's a highly regulated industry. Over time, we felt we have to not just focus on the west coast of the US and Canada, but also spread a little wider. This was before the last two or four years of activity. Participating in the Team Canada Trade Mission to Japan, the Philippines, Indonesia, Australia, Thailand, Cambodia, and the last one was a GSC-led trade mission to Brazil, which was laser-focused on power utilities beyond the Team Canada trade mission. Coming back to the earlier aspect of how I got involved in the World Trade advisory role, it's just fascinating to see how the globe revolves and comes back to the niches that we are all good at.

British Columbia actually tops that chart because each of these companies is run so efficiently. This gap filler, as you could say, is getting into that niche vertical and trying to solve one problem at a time. I felt this is something very much aligned with our focus of doing business with ASAsoft. Lightweight insulators was a seamless interception between the World Trade Centers' core values. It was a natural fit.

Shawn O'Hara: Those are companies that are already exporting, that are running so efficiently.

John Juricic: That leads us to our next question. Research indicates that not many SMEs export, as much as that is a huge market and one they may be forced to get into. Somewhere in the neighborhood of 10 to 15% of Canadian SMEs export. Since so many BC companies are classified as SMEs, there's a huge untapped potential here that we can learn about and participate in. From your advisory role and experience, how do companies begin to realistically see that they can do this? Is it going to be through education programs? How does somebody go from selling to Alberta and Washington for 20 years to selling to Japan or Europe?

Shawn O'Hara: What's that mindset shift that makes them want to expand? What needs to shift in their minds to proceed?

Rajkumar Padmawar: The context is uncertainty with the south of the border. The US still remains Canada's largest trading partner. Beyond that, economic policy shares and potential election-driven volatility are all causes for uncertainty for Canadian exporters. Even in 2024, 75% of our exports were US dependent. On the other side, Canada as a country buys the most from the United States, from any province or state of the US to date. We are traditionally hooked into this beautiful relationship with the US. But now, when it comes to going to the rest of the world where we have a larger population, strategic diversification is key. One of the best stepping stones is the trade missions. Trade missions are Canada's proactive response to de-risk our trade exposure and unlock faster-growing untapped markets. By expanding into Asia, Latin America, or Indo-Pacific countries, we are creating new channels for long-term resilience. We can't afford to put all our eggs in one basket, especially when the basket is dealing with inflation, trade reviews, and political headwinds. For small companies, the micro or SMEs, we are so used to having easy business. Maybe we were not as hungry as before. Now we are looking for inter-province trade barriers to be removed, which is also helping us. Selling to Ontario is also kind of an export out of British Columbia. That's only making things better.

The low-hanging fruit is the Trade Commissioner Service, which is a fantastic way to start. We have a local trade commissioner, Cael Husband—a big shout out to him. He is a key partner in supporting SME export readiness. The Trade Commission Service, Global Affairs, World Trade Center Vancouver, Export Navigator, PacifiCan, VIATec, Canadian embassies and consulates abroad—all are busy. It's never one thing that makes it happen, but one thing that can start is doing what we are good at and then bringing in all the tools within our system to help navigate that.

John Juricic: Can we just re-emphasize again, where does someone go to start that process? I recall when I was running a company and we were selling digital services across the world, there were instances where documentation, specifications, and technical requirements were overwhelming. That could be three people working all day. Is there a gateway you would suggest people start with?

Rajkumar Padmawar: Absolutely. It comes back to our previous point—the Trade Accelerator Program, which is widely popular and connected by World Trade Center Vancouver. It's something that one can apply for and have them walk you through the process. It's unbelievably simple, not very complicated. We also have databases from EDC where we can check references of every company or country we want to sell to.

If we need capital, we have BDC. Coming back to the Trade Commission Service and Global Affairs, this program brings all these people into one room for a week and gets you to role-play, set your business canvas, and get things rolling. You just focus on the areas that matter most for you.

John Juricic: What was the name of that program again, please?

Rajkumar Padmawar: It's called the Trade Accelerator Program by World Trade Center Vancouver. If you just Google TAP WTC, you should get a lot of detail. These programs are connected within Vancouver mainland, the mainland north side, and also specific to Vancouver Island. Very popular among banks. But it needs to be reminded often because it's a huge commitment for someone to come in. They want at least two senior executives of the company to come into the program and stay there for a week to get all the nuggets you need. It's a beautiful program, and as an alumni, I attest to it. We all know a little bit here and there, but lining them up and going after the most current information is vital.

Shawn O'Hara: I'm just putting some of these links into the chat, or at least the chat too.

John Juricic: That's why I need someone to help me support the background here. Thank you, Shawn. Much appreciated.

Shawn O'Hara: One of the most dangerous numbers in business is one—whether that's one product, one employee, or one market. That's an area that a lot of these businesses have had to deal with. They've got one market. We've relied on the US for way too long. For a business thinking about this or on their first trade mission, what advice can you give to maximize the most from it—before, during, and after the mission—so it isn't just a nice trip and a collection of business cards and contacts?

Rajkumar Padmawar: Just as a bird's eye view, if you look into ASEAN, which is a 7 million plus population, 3.6 trillion GDP, and 5.2% annual GDP growth, these numbers are enticing. Every country is unique. The TCS will help with warm introductions to decision makers for faster credibility, market insights, and validation, increasing chances for export success. Since every market is different, like Indo-Pacific versus ASEAN, you have to make a market-specific deck, do research, get information, and visibility. For Japan, trust before transaction is important. Multiple meetings happen before specs and pricing are discussed. Success hinges on showing long-term commitment, quality assurance, consistency, and reliability, more than aggressive pitching. In the Philippines, value beyond the product is key—strong interest in cleantech and climate resilience. Solutions should support local sustainability and economic efficiency. In Indonesia, policy alignment wins big. For us, being B2Utilities, referencing the National Grid roadmap sparks interest. We adapt the pitch to reflect Indonesia's electrification and modernization goals. In Australia, standards are high, procurement is structured and benchmark-driven, requiring precise data, certifications, and long-term performance records. In Thailand, you need to lead with case studies and educate them to sell. In Brazil, details matter—HS code interpretation and document language are different.

John Juricic: This is amazing. Thank you. The Sidney Breakfast Club has always been proud of learning from experienced business people on how to navigate process and sales. Sometimes the best way to learn is to hear how a person wasn't able to do that or something they failed at, or something they strongly recommend you do not do, and that you learned from that experience. Are there some obvious things a newly found exporter should avoid, or do you have a story around something to learn from?

Rajkumar Padmawar: Absolutely. When we started in 2000, we started as a technology company. We came in with an alternative product to traditional products you see on every boulevard of a power line. Just getting a certification tested was close to a quarter million dollars, and that was 25 years ago. We couldn't afford to do this. We thought maybe we could develop a technology and find someone to buy it. We didn't have a product per se, but we had a great idea, specs, and a prototype. We sold the technology know-how to Forest East with a 10-year no competition clause. The end goal was, "We have something here, you like it, it's not in your country or here, can we test it?" That's how we got into turnkey solution-based work. They wanted us to give the technology away perpetually and with global rights, but we said no. We agreed to a 10-year no competition clause. Within two years, we had a product manufactured in that part of the world, helped them pitch to utilities, and by 2004, that company became one of the fastest growing in this space. In 2018, they got sold at a hundred million dollars, with a valuation given by a company out of America. A lot of these things we didn't know until we got into it, but we had to start somewhere.

Fast forward to 2013, we incorporated the company. One of the biggest things we started doing is focusing on soft skills, developing algorithms, and scaling technology. One of the biggest aspects is IP protection. We didn't have much landscape at that time for IP protection, but today is different. Now, there is no pitfall if you can protect your IP. We have more than four patents filed, and more are coming. We didn't focus on this in 2000, but started in 2012, and now protect IP in every market we think will be useful. It's a pricey proposition, but it's a long-term, highly sustainable practice.

John Juricic: Very enlightening. So you essentially white-labeled your product and had an industry leader within that country represent you, and that worked well for you.

Rajkumar Padmawar: More than white labeling. We set up the processes. It's our product with our name and processes by us. We do the auditing for each of these processes. Everything is automated. We pick the best in creation, manufacturing, and raw material production. Our supply chains go from Switzerland to the United States, Germany, and Israel, where we get proprietary powders for corrosion resistance. We built it in a place where, since 2018, we haven't missed a single shipment. California and San Francisco received our product on time, sometimes even too fast. Our inflation has been high, but with our algorithms, we've kept product pricing within 2.5 to 3%, which is beyond the industry.

Shawn O'Hara: Are they manufactured here locally or in these other countries?

Rajkumar Padmawar: We manufacture lightweight insulators, which are composite insulators with three main elements. We have a glass rod inside, called E-glass, from a company that makes iPhone glass in the United States. The specialized fibers are bound with a special resin and adhesive manufactured in Switzerland. The polymer itself is self-cleaning and comes from Germany. All this goes to another company that manufactures every second can of pop on the planet and every fifth tire carbon. One of the biggest investors from South Asia to Canada, we bring all materials to them, assemble, and direct ship to our customer. One component is still done in the United States, where we have technology licensed in San Francisco. Some product comes to the US, then goes back on the boat, and finally gets shipped. With all this logistics, we are still ahead of time. It's a complex manufacturing process, but the best ingredients make the best products. That's one thing I learned working in Japan.

John Juricic: This has been extremely enlightening and helpful. There is an event you are helping promote by the World Trade Center, coming up on July 24th, which is this Thursday. Why don't you tell us a little about that, and then we'll likely end, because as much as we love our technology and communicating in unique ways, people have a limit to how much they'll sit in front of a screen.

Rajkumar Padmawar: Absolutely. This is a CUSMA Compliance workshop on July 24th, Tuesday, here in Victoria. It's an in-person half-day workshop. You learn directly from customs lawyers and licensed brokers. It covers rules of origin, tax, remissions, tariffs, and documentation—all key for SMEs exporting to the United States and Mexico. It's organized by World Trade Center Vancouver in collaboration with PacifiCan at Victoria Marriott Inner Harbour Hotel. It's a breakfast event, registration from 8:30 to 9:00, the program is 9:00 to 11:30, and networking is 11:30 to 12:00. It's a wonderful event.

John Juricic: Are you getting some numbers yet? You're right in the middle of the summer. That's tough. We will put up links, advertise this, and try to encourage people to come. Shawn, unless you have a pressing question, I think we should end.

Shawn O'Hara: Yep.

John Juricic: We're at the half hour. Raj, thank you so much. This is much appreciated. We're going to have to have you at the Sidney Breakfast Club and share your experiences and your links and resources with more people.

Shawn O'Hara: I do have one last question, Raj.

Rajkumar Padmawar: Yes.

John Juricic: How can people get ahold of you?

Rajkumar Padmawar: asoftcanada.com, lightweightinsulators.com, or kumar.padmawar@asoftcanada.com, or my LinkedIn page is perfectly fine. I would like to say thank you to all the YouTube viewers watching live, and thank you for joining us. Thank you, John, Shawn, and the Sidney Breakfast Club. You've been doing amazing work.

John Juricic: Fabulous. Take care, everybody. 

Rajkumar Padmawar: Thank you very much. Take care.

Links

• Rajkumar Padmawar on LinkedIn
• www.LightweightInsulators.com
• Sidney Breakfast Club (SBC)
• World Trade Center Vancouver
• Trade Accelerator Program (TAP)
• Trade Commissioner Service (TCS)
• Export Navigator
• PacifiCan (Pacific Economic Development Canada)
• BDC (Business Development Bank of Canada)
• EDC (Export Development Canada)
• CUSMA (Canada-United States-Mexico Agreement)
• Cael Husband - Trade Commissioner