aleidoscope 2012 5 ALUMCO PREPARES TO TAKE ON THE WORLD 7 ARABIAN EXTRUSIONS FACTORY (AREXCO) 9 REXEL INDUSTRIES JOTUN POWDER COATINGS MIDDLE EAST MAGAZINE ISSUE 09 issue 09 | Contents 1 Editor's Letter 2 feature story - Preparing for the future 5 FABRICATOR Interview - ALUMCO 7 Customer Feature - Arabian Extrusions - Rexel Industries - Arabian Aluminium Products 10 showcase - Project list NOTES FROM THE EDITOR Serena Gonsalves - Marketing, UAE Seasons Greetings! And welcome to our 9th edition of Kaleidoscope. 2012 proved to be a very exciting year for Jotun. Not only did we win international awards for our marketing campaigns (JotunPaints - Gold Winner at the Orkla awards), we also saw Jotun Powder Coatings winning key projects across the region for high performance powder coatingsfor metal facades, including the reputed King Faisal Hospital in KSA and the Siemens Headquarters in Abu Dhabi. None of this would have been possible without the support of our long standing partners in the industry. I n this edition we talk to some of our key partners over the years including the dynamic Arabian Extrusions (AREXCO) (page 7), whose Managing Director, Ibrahim Saeed Al Ghas took us through the journey of the rise of AREXCO over the years and how Jotun contributed to their success. We also caught up with Samer Barakat, Managing Director of Alumco (page 5), who have been working closely with Jotun since inception. We also talked to Nitin Bhatia, Director of Rexel Industries who shared his future plans for the company (page 9) and their partnership with Jotun. Another important partnership that Jotun has had for many years has been with Arabian Aluminium Products, Sharjah and Mr. Mahmoud Hamdaqa, Operations Manager, shared his thoughts on the growth and prospects of the company (page 10). We round off this edition with a special feature on the growth and expansion of Jotun Powder Coatings UAE , especially in the areas of R&D, Manufacturing and Warehousing (page 2) “Growth is never by mere chance; it is the result of forces working together.” - James Cash Penney, Founder JC Penney Stores 1 We hope you enjoy this edition of Kaleidoscope and from all of us at Jotun Powder Coatings, we wish you the best this festive season and a wonderful new year. Email us at [email protected] with your comments, news and views. ISSUE 09 | KALEIDOSCOPE | 2012 feature Story | expansion Preparing for the future – a world class facility in Dubai Jotun Powder Coatings UAE (JPC) has recently completed a major expansion and upgrade of its manufacturing plant in Al Quoz, Dubai. Jotun Powder Coatings UAE, Manufacturing Plant, Al Quoz, Dubai T he project forms part of JPC UAE's commitment to the MENA region and shows the company's faith in the long term prospects of the region. Demand may have slowed during the past two to three years due to the downturn in the UAE construction industry, but the signs are there of greater things to come. JPC UAE intends to be ready for the future, not only by supplying high quality powder coatings, but by providing new and advanced technologies that have evolved with the changing needs of the industry. us to meet customer needs for an increasingly wider range of products and to improve our ‘on-time' delivery performance." Layag goes on to say, "We've also installed a new bonding machine that boosts our production of The increased capacity enables us to meet customer needs, to improve our ‘on-time' delivery performance and to upgrade our R&D capability with state-of-the-art equipment. An injection of AED25 million into the Al Quoz facility has increased manufacturing capacity by 30% and has improved R&D facilities. Voltaire Ronald K.Layag, Factory Manager, says of the upgrade, "The increased capacity enables ISSUE 09 | KALEIDOSCOPE | 2012 Voltaire Ronald K.Layag, Factory Manager, Jotun Powder Coatings, UAE 2 pearlescent and metallic powder coatings. The stylish sophistication of these finishes is being favoured over standard colours and we want to ensure we deliver superior service and products." Innovation is one of JPC UAE's strengths and the investment into technology and equipment encourages this further. JPC UAE can build on the heat reflecting powder coating technology (The Cool Shades Collection), increase the colour palette and finishes for metallic, and continually improve high operating temperature products for the oil and gas industry. Another notable feature of the project is the introduction of a completely re-vamped material flow process incorporating multiple hydraulic material elevation systems - designed to deliver in-process materials in an almost just-in-time-and-inspace manner to the various processing areas in the factory. This helps boost productivity and efficiency and minimise rejections. In addition, storage space for raw material and finished products has been greatly improved, with mobile racking systems helping to improve warehousing efficiency. Innovation is one of JPC UAE's strengths and the investment into technology and equipment encourages this further. "The new mobile racking solution for raw material storage maximises the use of storage space in the new block while keeping 100% selectivity for efficiency," says John Philip, Supply Chain Manager. The additional storage space for finished goods, combined with a bar-coded location John Philip, Supply Chain Manager, Jotun Powder Coatings, UAE numbering system delivers a more efficient pick-anddespatch operation. The re-vamped manufacturing plant is world class in terms of its range and depth of manufacturing, and R&D capability. The facility also incorporates high HSE standards for air handling, dust extraction and fire-fighting requirements. "The expansion has given us the opportunity to further improve fire fighting capabilities by installing state of the art high pressure water and foam sprinkler systems for our warehouses", explains Vinod Kumar, HSE and Improvements The revamped R&D facilities at Jotun Powder Coatings, UAE 3 ISSUE 09 | KALEIDOSCOPE | 2012 "The recently completed expansion project has been the most ambitious undertaking by Jotun Powder Coatings since the plant commenced operations in 1990", says Ram Ramnath, General Manager of the company. "The key themes underlying the project were capacity, flexibility and efficiency. These objectives have been achieved and we feel very well prepared to handle the growth and challenges of the future." The facility also incorporates high HSE standards for air handling, dust extraction and fire-fighting requirements. Vinod Kumar, HSE and Improvements Engineer, Jotun Powder Coatings, UAE Engineer. "We've also improved emergency fire exits at the plant to give better access to assembly areas. All these factors have contributed to greatly enhance emergency processes and procedures", he said. JPC UAE is at the forefront of cutting edge technology in powder coatings and this project will help the company consolidate its leading position, particularly for the architectural and functional segments – the main market segments in the MENA region. "The recently completed expansion project has been the most ambitious undertaking by Jotun Powder Coatings since the plant commenced operations in 1990. The key themes underlying the project were capacity, flexibility and efficiency." The new and improved warehouse facilities at Jotun Powder Coatings, UAE ISSUE 09 | KALEIDOSCOPE | 2012 4 Fabricator interview | alumco Going global ALUMCO prepares to take on the World Samer Barakat, Managing Director, ALUMCO In 2003, Dubai was booming and it provided the perfect setting for a metal facades company to establish itself in the Emirate. Enter ALUMCO. ALUMCO began in a small office on Sheikh Zayed Road with a small fabrication unit. The company built up a knowledgeable staff base over the first six months, hiring and training a core group of skilled workers. Of course, ALUMCO had a business plan in place, but nothing could have prepared them for the unprecedented growth that occurred in the construction industry in Dubai. It was beyond all predictions and set the company up for a tremendous start. making of ALUMCO, with the engineering and design department now employing 80 highly skilled engineers and designers and a branch established in the Philippines. The construction boom did ensure a good demand for the company's products, but there was much more that ALUMCO wanted to achieve in the aluminium and glass industry. With many competing aluminium companies in Dubai at the time, they wanted to offer something different, to be seen as unique in the world of aluminium and glass facades. As a result, a decision was made to focus on engineering facades and the company created a sizeable engineering department. That proved to be the Part of the company's winning business plan was to pitch for landmark projects that would create a name for ALUMCO and make people sit up and take notice. The very first project won by ALUMCO provided just that opportunity. ‘The Greens' was an enormous undertaking with EMAAR and set the scene for the projects that immediately followed – Murooj Rotana and Dubai Police Headquarters. 5 The company's goal is to reach further internationally, beyond the realms of the Middle East and Africa. ISSUE 09 | KALEIDOSCOPE | 2012 In more recent times, Burj Dubai Lake Hotel (housing The Address) is a venture that ALUMCO are especially proud of. "The Burj Dubai Lake Hotel has everything you can think of in the world of facades. From aluminium and spider systems to composite and stainless steel", says ALUMCO's Managing Director Samer Barakat. "It's an incredibly unique project and one that we are excited to be involved in." When the 2007-2008 financial crisis hit, ALUMCO was at its peak and the team felt they would be able to ride out the tough times with minimal impact. And they were right. By then the company had built up a profile that ensured they would retain and gain projects, despite the crisis. With crisis comes opportunity and ALUMCO took the company to the next level by expanding to other countries in the Gulf and Middle East. Further afield, ALUMCO UK was established and, after a modest start, the division is now pricing large projects and will be well placed for the European market as it picks up. ALUMCO is busy in Saudi, Qatar, Oman, Lebanon (working on the tallest tower there, Sama Beirut), Egypt and Nigeria. When it comes to the finishing of metal facades, ALUMCO has no hesitation in acknowledging that Jotun Powder Coating has been with them every step of the way. Today, ALUMCO has all elements of facades covered in-house – from glass and curtain wall systems, to engineering and cladding. All work meets international standards and programs and systems are tested to make sure they pass strict criteria. With fabrication plants located in several countries, ALUMCO has more options to ensure timely execution. "We have choices and contingencies in place to ensure work always continues. Expanding into other countries has made this possible", says Martin Mochan, Executive Projects Manager. When asked to pinpoint one decision that made ALUMCO the company it is today, Samer is quick to pick ALUMCO's evolution from a fabrication system to an engineering orientated company. "It helped us deliver solutions in a quick way. Quite simply…we made things happen." With growing competition, especially from the Chinese market, the question must be raised – how is ALUMCO placed to respond? "Quickly, efficiently and competitively", is the response from Jean Taweel, ALUMCO's Executive Commercial Manager. With prices now levelling and stabilising in the industry, "ALUMCO is confident of its ability to compete, especially as clients are interested in quality and are prepared to base their selection on more than just pricing", he said. When it comes to the finishing of metal facades, ALUMCO has no hesitation in acknowledging that Jotun Powder Coating has been with them every step of the way. "We've had a strong relationship with Jotun and they've always responded in an effective manner to meet our demands", ISSUE 09 | KALEIDOSCOPE | 2012 Jean Taweel, Executive Commercial Manager, ALUMCO says Samer. In particular, ALUMCO points out that Jotun's quality and customer service has been impeccable and the company certainly hopes to see this continue moving forward. Working in partnership means that ALUMCO is happy to pass on any advice which allows Jotun to do what they do best – develop new and innovative solutions. In particular, Samer picked out Jotun's Super Durable powder coatings and The Cool Shades technologies as appropriate solutions for architectural metal facades in terms of long term performance, aesthetics, ease of application and sustainability when compared with competing technologies such as PVDF. All work meets international standards and programs and systems are tested to make sure they pass strict criteria. With fabrication plants located in several countries, ALUMCO has more options to ensure timely execution. The future certainly looks bright for ALUMCO. The company's goal is to reach further internationally, beyond the realms of the Middle East and Africa and exciting times are ahead as the company grows. A design orientation, market understanding, fabrication units in multiple countries, diversification and team growth show just how far ALUMCO has come in a very short space of time and Jotun wishes them well in their future endeavours. 6 CUSTOMER FEATURE | arabian extrusions Young and dynamic Arabian Extrusions Factory (AREXCO) Ibrahim Saeed Al Ghas, Managing Director, Arabian Extrusions Factory, UAE Commitment to quality and customers, and flexibility in dealing with the market. " I 'm more interested in machinery than money…..". This focused philosophy adopted by Mr. Ibrahim Saeed Al Ghas probably lies at the root of the rapid success attained by Arabian Extrusions Factory. A retired Colonel in the UAE Army, Mr. Ibrahim's approach to business, and to life itself, became quite clear back in the 1980s when he set up a manufacturing unit for aluminium grilles and diffusers (Tecnalco). At the time, many UAE businessmen were earning money from trading businesses and manufacturing was not generally regarded as attractive enough. But Mr. Ibrahim clearly had other ideas. He knew, well before many others, that a commitment to machinery and manufacturing would pay back in the long run. The rest, as they say, is history. From his well-appointed office in Umm Al Quwain, Mr. Ibrahim now oversees a Group of diversified manufacturing companies with interests in plastics, drinking water and of course, aluminium. In recent years, the aluminium business has turned out to be the flagship of the Group. After establishing Tecnalco (still one of the leading producers of aluminium grilles and diffusers in the UAE), Mr. Ibrahim made a strategic investment in 2002 to manufacture aluminium extrusions, which in the space of just 10 years has emerged as one of the leading players in the competitive extrusions industry of the Gulf region. Ever smiling and full of good humour, Mr. Ibrahim along with his son Mr. Ahmed Ibrahim Al Ghas (Director of Arabian Extrusions Factory), 7 and the top management team of the company, told us the interesting story of the rise and rise of Arabian Extrusions (AREXCO). AREXCO commenced operations with a single 5 inch press that had an annual capacity of 2400 metric tonnes. In 2006, AREXCO expanded its production capacity by investing in a new 8 inch extrusion line, and in 2008 further expanded its production capacity by establishing a second 8 inch extrusion line to replace the original 5 inch line. The plant now has the capacity to produce about 18,000 mt/yr of aluminium extrusions. It has two powder coating lines, the first of which was established in 2003 and the second commissioned in July 2009, giving an annual powder coating capacity of 10,000 mt/yr. The company's range of surface finishes was also recently expanded with the introduction of a wood finish coating line in 2009. Other value added services include thermal break crimping which has been available since 2008. Mr. Ahmed says, "During the first six years of the company, the owners never received a dividend - instead all profits were re-invested to improve the facilities". This is a fine example of Mr. Ibrahim loving machinery over money! In a relatively short span of time AREXCO has achieved product quality certification from independent third party bodies such as Qualicoat, Qualanod, and also recently Qualideco - for its wood effect (sublimation process). ISSUE 09 | KALEIDOSCOPE | 2012 The company's vision has always been to support customers with the highest quality of products and services, adding more value to the supply chain and helping customers achieve more efficient operations. The company's brilliant rise is due to three key factors – commitment to quality, commitment to customers, and last but not the least, flexibility in dealing with the market. When it comes to sales and marketing, the company has a balanced 50/50 portfolio between local and export customers, explains Mr. Albert Melkias, General Manager of the company and an experienced veteran in the extrusions industry. Further explaining the company's brilliant rise and success, he identified three key factors – commitment to quality, commitment to customers, and last but not the least, flexibility in dealing with the market. Mr. Vasant Shetty, Sales and Marketing Manager of AREXCO and a well-known name in the Gulf aluminium industry for over 15 years, has played a key role in establishing the company's reputation among the leading aluminium traders and fabricators, not only in the UAE but in a wide arc of countries in the region, stretching from Morocco to India. "There are many markets in the region that are still recording excellent growth like Saudi Arabia, Qatar and India", says Vasant. He adds that, "maintaining good relations with customers is the key, whether we're experiencing a recession or a boom period". The relationship between AREXCO and Jotun has been a key success factor for AREXCO according to Mr. Ahmed. He says, "Jotun's technical support has been there right from the beginning, helping us to enhance products through providing useful insights in a range of applications. This has helped us ensure that we are consistently able to offer our customers the level of quality they have come to expect from us. Acquiring Jotun's 'Approved Applicator' certification has resulted in extremely satisfied customers who trust us and appreciate our good coordination and service. We are happy at AREXCO to have enjoyed the support of Jotun Powder Coatings, and to have been able to build up such a long-term mutually beneficial relationship with them. They have worked with us through issues, be it pricing, technical support or delivery schedules. These are all important factors and their ongoing support is what has ensured our continued association over a long period of time." High words of praise that reflect the loyalty and support felt towards Jotun by AREXCO. AREXCO has also enjoyed success at the Jotun Premier League biennial cricket tournament. Mr. Ibrahim attributes their undefeated champion status (twice over since the league's launch in 2009) to team work. Mr. Anthony D'souza, inspirational manager of the cricket team and Manager of the Finishing Plant says, "We believe it is a really great thing to have in our industry and in this part of the world. It's made our relationship with Jotun Powder Coatings stronger, as well as our team members and competition. The sport encourages morale and teamwork, and on top of this it is a great escape from the everyday work routine." Mr. Anthony continues, "As defending champions for two consecutive seasons, we believe that success comes from good leadership and we thank the management of AREXCO for the support given to the players. As for preparing to defend our title next season, all I would say is keep practicing and have faith in your abilities and strengths and success will be at your doorstep. Of course as defending champions we will be aiming for a hat-trick next season!" Acquiring Jotun's 'Approved Applicator' certification has resulted in extremely satisfied customers who trust us and appreciate our good coordination and service. Kaleidoscope wishes this young and dynamic company all the best, be it in extrusions or in cricket. Cricket may be a game of glorious uncertainties but one thing we can be certain of is AREXCO's growing strength in the field of aluminium extrusions. From left to right – Mr. Anthony D'souza, Finishing Plant Manager, AREXCO, UAE, Mr. Albert Melkias, General Manager, AREXCO, UAE, Ram Ramnath, General Manager, Jotun Powder Coatings, UAE, Mr. Ibrahim Saeed Al Ghas, Managing Director, AREXCO, UAE, Mr. Ahmed Ibrahim Al Ghas, Director, AREXCO, UAE, Mr. Vasant Shetty, Sales and Marketing Manager, AREXCO, UAE ISSUE 09 | KALEIDOSCOPE | 2012 8 customer feature | rexel INdustries Drive to excel Rexel Industries Nitin Bhatia, Director, Rexel Industries F ounded in 2004, Rexel Industries began with the manufacturing facility in Jebel Ali and in a space of just eight years, has expanded its range of products and markets to the extent that the company today exports its products to at least 24 countries. The company was founded by Mr. Anil Bhatia, General Manager, under the patronage of Al Khaleej group, a wellestablished business group in the United Arab Emirates for more than 40 years. In an interesting discussion with Mr. Nitin Bhatia Director at Rexel, Kaleidoscope learnt that REXEL started its operations with just 15 people, and has increased production ten-fold with the help of close to 100 people today. He is excited by the fact that today, REXEL is a name to reckon with in the region's metal cabinet storage/lockers industry. "We have achieved this success in a short time-frame with our strong fundamentals focusing on quality, design, a strong dealer network and customisation flexibility", says Nitin. Nitin was a keen participant in the last Jotun Premier League (JPL) cricket tournament and is highly appreciative of the JPL. "Not only was the tournament thoroughly enjoyable, it was also a good experience to bond with the staff in our company, cutting across hierarchies and also interacting with our competitors on the sports field", he said. As well as keeping up with his busy schedule and his time on the cricket field, Nitin is also an avid traveller, enjoying new destinations where he has the opportunity to achieve great business results. Kaleidoscope wishes Nitin and REXEL industries a happy and successful future. The company is also focusing on expanding its range of products and market reach. The products themselves and the brand name is now well established in this region, and Nitin feels that the time has come to leverage this strength to develop a strong position in other markets. In particular, India has been targeted as an attractive and growing market for the company's products. When it comes to the finishing of metal furniture that Rexel manufactures, Nitin was quite clear on their thinking. Rexel has been working with Jotun Powder Coatings since inception. Jotun's high quality products, its focus on technical support, and high customer service standards have proved instrumental in helping REXEL grow and reach the new heights now being experienced", says Nitin. 9 Modern manufacturing facilities at Rexel Industries, UAE ISSUE 09 | KALEIDOSCOPE | 2012 customer feature | Arabian aluminium products Serving the aluminium & glass industry for over 20 years Arabian Aluminium Products In 1991, Arabian Aluminium Products Co LLC (ARAPCO) was established to meet increasing demands from the construction industry for alumnium powder and wood finish coatings. ARAPCO employed highly qualified and experienced engineers and began manufacturing with two production lines in place for aluminium coating jobs. What resulted was the ability to meet the demands of the ever-changing industrial world. As an approved applicator of Jotun since 1992, ARAPCO have added beautiful colours to building facades, creating some of the most memorable landmarks in the UAE, including Khalifa Tower, Zayed University, Madinat Jumeira, Marina Mall and more. Another project nearing completion is the Saadiyat Beach Residences, located on Saadiyat Island in Abu Dhabi. The apartments look stunning thanks to ARAPCO's application of Jotun's Super Durable, and are long lasting thanks to the product's ability to withstand harsh weather conditions. ARAPCO understands that it takes high quality and continual improvement to maintain the level of customer satisfaction they are accustomed to meeting in the coating industry. Being flexible is key to their work ethic and a large part of ARAPCO's success is due to their ability to adapt. Mahmoud Hamdaqa, Operations Manager, Arabian Aluminium Products Co LLC, UAE Approaching jobs with a long-term goal to create lasting business relationships is part of ARAPCO's success story. They aim to add value through providing quality and support, and offer expert strategic services in order to partner with clients. ARAPCO is not just a source of products and services, but a key, trusted powder coating applicator in the UAE industry. project list Continuing to Cover the Gulf & Beyond Jotun Powder Coatings continues to supply some of the most exciting developments in the region & beyond, with our recent new projects detailed below. King Faisal Hospital ISSUE 09 | KALEIDOSCOPE | 2012 KSA Cool Shades Collection Siemens Headquarters Abu Dhabi Cool Shades Collection Saadiyat Beach Residences Abu Dhabi Corro-Coat PE-SDF Super Durable Supreme Education Council Qatar Corro-Coat PE-SDF Super Durable GIFT Tower India Corro-Coat PE-SDF Super Durable Muscat Civil Aviation Headquarters Oman Corro-Coat Durasol 10 jotun.com
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