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The introduction of exports to new markets in 2008 and the increase in sales volume in Oman have further driven the international profitability of Fine, a trend that is expected to help the company overcome any obstacles posed by the economic downturn.
"While we face challenges in regions such as the Indian subcontinent which are slowly adjusting to current economic realities, we can easily adapt due to our strong presence in other areas. We plan to boost demand from major markets such as the Gulf and East Africa through new launches and fresh marketing campaigns. Overall we expect our production levels to increase from last year's figures,"
said Peter Janho, Chief Area Officer for the Arabian Peninsula and Iran, Fine.
Fine expects to increase exports to the Gulf by 25% in 2009 to maintain the region's status as its top trade destination. The company has a 32% share in the KSA's hygienic paper sector and a 22% hold on the total UAE market. Oman remains its biggest export market in the region, accounting for around 40% of total export sales.
The company's portfolio includes facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads. Fine operates a manufacturing unit at the Jebel Ali Free Zone in Dubai equipped with state-of-the-art equipment and facilities handled by 300 highly-skilled staff.
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Posted by Rima Ali Al Mashni
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