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Manufacturers & Procurement

Smith ... focus on ‘Building Excellence’.

Mada Gypsum Company focuses on excellence

01 March 2022

Mada Gypsum Company (MGC), a leading Saudi-based manufacturer of drywall products, is repositioning itself as a solutions provider and has embarked on a major campaign to create awareness of its ambitions in the market.

In line with this move, the Yanbu-headquartered company has launched a new brand identity with the motto ‘Building Excellence’, which it is looking to achieve “not just in products, but in everything we do, across all departments and teams,” Greg Smith, President at MGC, told Gulf Construction.

He continued: “Over the last several years, Mada Gypsum has been repositioning itself and building capabilities with a focus on promoting itself as a system provider. This shift from being a plasterboard supplier to systems supplier was an important differentiator that allowed us to leverage the strength we have with our other products such as metal profiles, ceiling tiles, glass matt sheathing, fibre cement boards and joint compound. Our evolution now to a solution provider is a natural progression, as we have the structure, the people and the products in place.

“This natural evolution from product sales to systems sales and to sustainable solutions starts with the way we look and feel, both internally as well as in the market, and is the first step towards a modern identity, fully reimagined, for today, tomorrow and the future.”

“Our brand promise will be achieved by projecting excellence in everything we do by building and enhancing our customer relationships along the value chain to ensure we are optimising the way we offer our lightweight sustainable solutions to the market,” he added.

MGC is aiming to be the preferred solution provider in the market, leveraging the experience and skills of its team, while focusing its offering on a basket of products that provide lightweight sustainable construction solutions. It is looking to grow its market size through penetrating new segments and ensuring excellence in customer care, before, during and after sales.

Mada’s core offer is around gypsum drywall; hence, it offers a full range of boards such as Shaft wall, Glassmatt, Acoustic, Impact along with the normal fire, water and regular boards plus gypsum powder products such as moulding and decoration gypsum, renders, joint fillers and adhesive, along with all the components of drywall and ceilings systems, metal frames, jointing products, sealants and insulation, fixing and screwing accessories, and gypsum ceiling tiles, all tested and certified under all Saudi and international standards, Smith explained.

Key to its strategy is its ability to provide lightweight sustainable solutions including the best and most efficient light gauge steel framing (LGS) and the ability to offer a complete solution for integration with structural steel, he added.

The company can provide an external thermal insulation composite system (ETICS) that meets and exceeds the region’s requirements for energy efficiency and sustainable insulation of exterior walls and/or cladding – in both new-build as well as renovation projects.

This apart, MGC is aiming to grow and enhance its current offering of ready and customised internal lining solutions for drywalls and ceilings, inclusive of solutions for fire and moisture resistance, sound absorption, and acoustic and sound transmission class (STC) requirements, backed by warrantees and third-party certifications.

The company is also focusing on ensuring most of its system components are produced in-house and where the system solutions are provided to projects, MGC has the capability to assist the installation process with onsite support of supervision by its technical engineers.

“MGC works closely with our clients to understand their needs and design requirements and, in fact, we involve ourselves at the design stage, helping to design solutions that meet technical and construction requirements.

“Our extensive and experienced technical teams ensure that we offer the complete and most appropriate solutions for a project from initial design all the way to providing technical support on site. By listening to our clients, our teams understand and offer solutions to meet our clients’ requirements,” he said.

Smith pointed out that the Saudi Vision 2030 and the new mega projects launched have validated MGC’s decision to grow and focus on sustainable solutions.

“Sustainability is no longer a catch phrase or marketing gimmick. Companies that are not growing and building sustainable models and solutions will not survive. Vision 2030 is certainly providing ample opportunities and challenges for MGC,” he remarked.

MGC serves its domestic market as well as the GCC and the greater Middle East and North Africa (Mena) region, with other key markets being South Africa, Central Africa and the Indian subcontinent.

Some of the most prominent projects supplied to by the company in Saudi Arabia include the Saudi Arabian National Guard (SANG) hospital projects in Taif and Qassim, Expec Aramco Project in Dhahran, Sail Tower in Jeddah, Al Moosa Hospital Project in Ahsa and Riyadh Metro, King Abdullah Financial District (KAFD) and King Khalid International Airport projects in Riyadh; Bahrain International Airport in Bahrain; and The Heart of Europe – Portofino Hotel and Cote D’Azur, expansion of Atlantis, the Palm, and various pavilions at Expo 2020 site in Dubai.

Among its major ongoing projects are King Khalid International Airport, Security Forces Medical Centre (SFMC) developments in Riyadh and Jeddah, Sabic’s Jubail main building, Aqua Raffles Hotel & Residential development and Southern Dunes, all in Saudi Arabia; and Wasl Tower (Mandarin Oriental Hotel), Dubai Creek Harbor (16 buildings) and Ciel Tower, all in Dubai.