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
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