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AlNafie ... upbeat on record sales.

Saudi Ceramic spreads wings globally

01 March 2007

Saudi Ceramic Company (SCC), a front-running ceramic manufacturer in the region, is leaving no stone unturned in its efforts to enter the big league and is all set to go global, as it celebrates three decades of success.

Rapid expansions to boost production capacity with substantial investments in plant modernisation and an enhancement of its product portfolio have all helped it to maintain steady growth figures, which have been crowned by an excellent performance last year.
“SCC had a record sales turnover last year with its sales revenue having reached SR500 million ($133 million), up 17.37 per cent from SR426 million during 2005,” says Abdul Karim AlNafie, general manager of SCC.
During 2006, SCC also became the first Saudi tile manufacturer to produce high-quality porcelain tiles.
The company achieved a milestone in terms of production last year, when its tile production capacity increased to 20 million sq m with the addition of the porcelain tile line. Plans are now well under way to increase this figure around 30 million by the end of this year.
“We are pleased to have launched the production of high-quality porcelain tiles which are superior both in terms of technical and aesthetic qualities and we consider this a real breakthrough as we mark 30 years of business excellence,” says AlNafie.
SCC used SaudiBuild, an international construction technology and building exhibition held in Riyadh last November, as a platform to launch its new porcelain tiles in the region.
“We introduced 18 new designs in different sizes, which were well received by the visitors at SaudiBuild. Several more designs and sizes together with matching decoration strips for our new range are in the offing,” he adds.
The project has required the induction of several sophisticated technologies and machineries – including a Croma 225 and a Rollfeed 225 press feeding systems – and has taken approximately two years to complete. The two feeders have been installed to produce tiles of a superior aesthetic quality, with a “travertine” double-filling effect and “veined” through-body effect. The new plant also features technologically-advanced towers to feed four high-tonnage presses. Apart from the characteristic vertical batching system, the plant is equipped with two Easy-Colour dry powder colouring lines.
“This plant has a production capacity of 7 million sq m per year and will be able to produce tiles in many sizes varying from 30 by 30 cm up to 1 m, thus further strengthening our existing product portfolio with a premium range,” continues AlNafie.
The company - which will introduce new designs in collaboration with international design studios besides its in-house designs - will position its latest porcelain series in niche markets.
“We are also planning to introduce modern designs from several international design studios for the high-end market, where the driving demand is for superior quality and contemporary designs,” he adds.
AlNafie comments: “We will continue to make large-scale investments in technology and machineries to increase the quality and volume of our production. This approach will help us to set the benchmark for quality and performance in the luxury segment of the market.”
To support this objective, SCC has developed a clear and well-defined branding strategy that includes an effective and visible marketing communication programme covering the region, and centered on style, quality and customer service.
Following closely on the heels of this achievement, SCC’s sanitary ware plant, which currently has an annual production capacity of 1.8 million pieces, is now undergoing expansion that is scheduled for completion by the middle of this year. Aimed at increasing both the quality of its sanitary ware products and the company’s global market reach, the expansion plan includes upgrading existing machinery, increasing kiln and casting capacities and the installation of several advanced automatic equipment for the handling of finished goods. To further increase the glazing quality of its sanitary ware, SCC has recently installed robots for its glazing lines, in addition to the existing robot spraying machines within the plant.
As a major player in the electric storage water heater market - especially in Europe, Russia and other CIS countries – the company plans to expand its electric water heater plant, which currently produces 800,000 electric water heaters annually. The project, which has already been given the green light by its board of directors, is scheduled for completion this year.
Established in Riyadh in 1977 to manufacture sanitary ware products, SCC gradually moved into the production of ceramic tiles, ceramic road markers and later on to electric water heaters. SCC is today one of the largest ceramic manufacturers in the Middle East and currently exports to more than 45 countries, while operating 26 showrooms across Saudi Arabia.
The new manufacturing lines devoted to producing through-bodied and glazed porcelain tiles, coupled with the expansion programmes under way at its sanitary ware and electric water heater plants will hold SCC in good stead as it aims to strengthens its leadership position in the domestic and international markets.