FINE to consolidate leadership in Middle East’s hygienic paper industry

FINE to consolidate leadership in Middle East’s hygienic paper industry
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Published September 23rd, 2010 - 10:15 GMT

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Nuqul Group

FINE, the market leader in the Middle East's hygienic paper industry and part of the Nuqul Group, has expressed confidence in consolidating its leadership in the Middle East region's hygienic paper industry. The company, which is celebrating its 20th anniversary this year, has recently started to implement strategic initiatives to help expand operations and reinforce its distribution network; aiming to penetrate untapped markets in the Middle East and East African regions. The company's bright outlook for 2010 is complemented by the UAE Superbrand it received this year – a recognition it has been receiving consecutively for the last 8 years - underlining its status as one of the best-known and strongest brand names in the region.

According to the company's recent performance indicators, FINE has made significant inroads in high-potential markets in the Middle East such as UAE, KSA, Jordan, Egypt, Sudan, Morocco and Lebanon as well as in Iran, while exports to its primary markets in the Gulf region are poised to increase by up to 10% per cent. FINE's move to create a stronger and wider distribution network is reflected in the company's latest marketing campaigns to create awareness about the importance of using quality hygienic paper products, while consequently boosting the demand for its premium quality products like facial tissues, kitchen towels, toilet rolls, jumbo rolls, baby diapers, adult briefs and wet wipes.

Peter Janho, Chief Area Officer for the Arabian Peninsula and Iran, FINE, said, "FINE has been privileged to enjoy continued confidence and trust that consumers have in our products; resulting in a strong relationship that has lasted for 20 years in UAE. Moreover, receiving this Super brand status complements FINE's continuous efforts in adopting best practices; investing in new technologies and expanding our distribution network."

Earlier this year, the company announced that it has made strategic investments in the latest production technologies that can help improve efficiencies and cut down on waste. The move was accompanied with the development of a distribution model to help establish more distribution points inside and outside of the region.

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, and also in the USA. 

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