FINE, the market leader in the Middle East’s hygienic paper industry and part of the Nuqul Group, is set to reinforce its regional market leadership in 2010 with strategic investments in latest production technologies and the implementation of an improved distribution model that will allow them wider reach throughout the region. The company, which aims to upgrade current machinery with newer equipment that can help improve efficiencies and cut waste, will be appropriating 80 per cent of its investment portfolio to increase production output and establish more distribution points across the region.
The move reflects the company’s positive outlook for 2010 and complements its continuous efforts to set benchmark quality standards for the region and the international market. During 2009, the company focused on improving manufacturing efficiencies that have led to a 15 per cent increase in output per unit and a significant decrease in manufacturing costs per unit of output. Distribution wise, the implementation of better route schedules and increased invoices per vehicle have resulted in newer distribution areas across the region. The fall in oil prices earlier this year has also helped reduce the cost of distribution.
Peter Janho, Chief Area Officer for the Arabian Peninsula and Iran, FINE, said, “Our increased focus on improving efficiencies in distribution and production this year has paved the way for us to invest more on newer technologies and develop a wider reaching distribution model for 2010. We believe that our efforts to further improve efficiencies and reduce waste will result in higher output and lower product cost, which in turn will help us reaffirm our market leading position in the region and underline our commitment to introduce improved practices in product innovation and quality.”
Nuqul Group has also revealed plans to invest in a new warehousing facility for FINE in the Northern Emirates to increase warehousing capacity and improve distribution reach in the area.
“While on the one hand we are looking to boost our warehousing facilities in the UAE, on the other, we are studying the option of outsourcing distribution to the lower trade market. Forging partnerships with experienced distributors in this market segment will help us reach our goals faster and help cut costs efficiently,” Janho concluded.
The FINE stable of products includes facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads. FINE has a manufacturing unit at the Jebel Ali Free Zone in Dubai that is equipped with state-of-the-art equipment and facilities, and employs around 300 highly skilled staff. Currently FINE has an established presence in most of the Middle East countries including Jordan, Egypt, Lebanon, Saudi Arabia, Yemen and the UAE.
