19NOVEMBER, 2024ASIAMANUFACTURINGREVIEW.COMIttihad Paper Mill has established itself as a key player in the paper industry through strategic planning, significant investments, & careful executionHowever, it is important to note that the success of Ittihad Paper Mill is not solely attributed to its advanced machinery, but also stems from its exceptional team. The company has assembled a group of highly skilled professionals across Finland, India, China, Indonesia, and the Arab world, who are all dedicated to maintaining high standards of quality. This expertise, combined with the mill's cutting-edge machinery, has positioned Ittihad Paper Mill as a significant player in the global paper industry.Noteworthy Journey & BeyondSince its establishment in January 2020, Ittihad Paper Mill has achieved significant milestones in a short period. By November 2023, the company celebrated the production and sale of one million tons of paper, with exports reaching 70 countries. While the primary market has remained in easily accessible regions, such as the MENA area, Ittihad Paper Mill has also successfully catered to the Far East, North America, and Latin America, positioning itself as a key player in the global paper industry. Furthermore, since commencing operations, Ittihad Paper Mill has achieved remarkable milestones. By November 2023, the company celebrated producing and selling one million tons of paper, with exports reaching 70 countries. While its primary focus remains on accessible markets such as the MENA region, the company has successfully expanded to the Far East, North America, and Latin America, reinforcing its global footprint in the paper industry. Also to note, before launching operations, Ittihad Paper Mill secured an offtake agreement with one of the largest pulp and paper distributors, which committed to taking around 60 percent of the mill's production. This strategic agreement ensured that marketing the company's products was not an immediate challenge upon startup. However, it took approximately six to eight months for clients to recognize and acknowledge Ittihad Paper Mill's presence in the market. Positioned in Abu Dhabi, in an unlikely desert location, the company worked diligently to demonstrate the high quality of its paper products. Within a year, the mill gained recognition, and the client education process became much smoother, establishing the company as a trusted player in the industry.Ittihad Paper Mill has established itself as a key player in the paper industry through strategic planning, significant investments, and careful execution. Recognizing that the majority of paper in the Arab region was imported, the group identified an opportunity, despite the challenges of a $300 million investment and the mill's desert location. They approached this venture cautiously, initially selling private-label products to test market demand and ensure quality standards. Only after achieving the desired quality did, they launch their own brands, starting with Omnia and Maram, followed by Archer and Captain. This phased strategy allowed Ittihad Paper Mill to compete on quality rather than price, which remains their primary focus. Over the years, the mill has expanded its geographical presence and client base, overcoming initial skepticism by consistently delivering high-quality products. Through strategic branding, market testing, and a commitment to excellence, Ittihad Paper Mill has become a leading supplier in the paper industry with a strong reputation in various global markets.Robust Roadmap Ahead"Going forward, our roadmap emphasizes strategic evolution over mere capacity expansion. While the company is open to growth, the focus is on refining market strategies and enhancing client relationships. Here, key objectives include delivering greater value and strengthening market position, particularly in areas where regulatory challenges limit competition. Furthermore, our primary emphasis will remain on building stronger client connections, though potential investments in cost-saving measures and operational efficiencies, as well as the possibility of adding a new sheeting plant, are on the table. Hence, by aligning closely with client needs and offering additional value, we aim to foster long-term relationships that extend beyond transactional sales. We will be dedicated to evolving our strategies so as to consistently meet and exceed client expectations", concludes Abdullah Al Khateeb.
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