Middle East perfume manufacturer improves productivity using IBM technology

The new IBM Lotus Domino system allows the company to bring new products to market at a shorter period of time, reduce its communication costs and increase employee efficiency through enhanced collaboration.

The company, which has been producing perfumery products in the region since 1984, deals with a number of suppliers across the world, including designers, plastic component manufacturers, bottle manufacturers and concentrate suppliers, among others. Catering to both the GCC and expatriate clientele, Rasasi assembles more than 100 perfume brands at its factory in Jebel Ali and operates under a complex network of distributors and retailers in the Middle East, East African, Asian and Eastern European region.

"The success of our business depends entirely on perfection and in-depth research, with the average lead time for new perfume launches taking anywhere from 12 to 18 months from the time of product conception to actual production. Quality is also a very important factor-we make sure that we test our products at every stage of production. This is a very time-consuming and elaborate process where effective communication and confidentiality are vital," said Saleem Kalsekar, managing director, Rasasi Perfumes Industry. "The IBM Lotus Domino environment has provided us with the ideal platform for secure information sharing and communication between our employees, our numerous suppliers and channel partners."

The implementation was carried out by Information Systems Design (ISD), a long-standing IBM business partner in the Middle East with a specialization on integrating systems using IBM Lotus software products, after an extensive evaluation process by Rasasi between IBM's Lotus Domino platform and Microsoft Exchange. The company decided on the Lotus Domino environment because of its advanced security, tracking and mobility features that addressed Rasasi's specific communication needs.

"We developed a customized solution for Rasasi that also incorporates a Paperless Fax Management System (PFMS) which automates all incoming and outgoing fax documents. With the number of faxes that go back and forth between the company managers and suppliers and the necessity to track all this correspondence, it was important to have an automated system that allows the user to make comments, amendments and approvals while keeping track of all these changes and ensuring that the right document is sent to the right person at the right time," said Abdul Caffoor, Managing Director of ISD. "The new system also ensures Rasasi that all internal or external communication documents are shared directly and only with the parties concerned."

The e-mail system provided by ISD has also been tailored to Rasasi's security requirements. All incoming and outgoing mails go through the company mail server which filters them through and sends them across to the respective e-mail addresses. If, for example, the subject box of the e-mail message reads blank, then the user won't be able to send or receive the mail.

"There are some means of communication that are very difficult and time consuming to track, such as memos, post-it notes, SMS messages and voice mails. With the new Lotus system, the communication system is standardized and all correspondence can be done securely in an organized and efficient manner. Even SMS messages can be sent via the e-mail system and hence tracked," said Bashar Kilani, software group manager, IBM Middle East, Egypt and Pakistan. "The Lotus Domino environment is also unique in that it allows Rasasi employees to access the communication network on their laptops whenever they are away from the office, providing the company with significant savings on communication costs."