Fine, the market leader in the Middle East’s hygienic paper industry, and part of the Jordan-based Nuqul Group, has posted an impressive growth of 21 per cent in 2008.

The growth is credited to a constant surge in sales volumes and the company’s continuous efforts to provide benchmark quality standards for the regional and international markets, said a company official.

According to the latest Nielsen Retail Audit Figures, Fine continues to maintain market leadership in the toilet roll and facial tissue segment of the hygienic paper industry. The company was also cited for its launch of Finee, a new brand in the quality conscious baby diapers segment, to complement its existing brand Lido, in the price sensitive segment. 

“Our impressive growth in 2008 is testament to our efforts to constantly improve our product line and to launch new products in the market. There has been a 10 per cent increase in overall raw material usage which resulted in a significant increase in sales volume. We were also able to improve machine efficiencies by 20 per cent this year,” said chief area officer for the Arabian Peninsula and Iran, Fine, Peter Janho.

“We will sustain this pace by upholding our corporate strategy of continuously enhancing our products and setting greater standards of excellence. We assure our valued customers that each item we introduce will feature the highest standards of hygiene, comfort and quality.”

The Nielsen Retail audit for September/October 2008 reveals that Fine maintains its dominance of the, facial tissues market capturing 21.35 per cent market share, and 23.31 per cent of the toilet paper segment. 

The share in the kitchen towels segment has doubled in the last 12 months and Fine currently holds 14.17 per cent, equal with the nearest competitor.  Fine also holds 10 per cent of the baby diapers segment.

The company’s consistently strong performance has landed it a top 10 spot in the Forbes Arabia list of Top 40 Arab Brands, for the past two years, reflecting Fine’s emergence as a major household name in the hygienic paper market.

“We are now preparing for 2009 and we are already developing strategies and initiatives that will provide us with enough flexibility to hurdle the ongoing economic crisis. We have also set ambitious targets and will push for newer products and promotional campaigns that will help us maintain our growth and market leadership,” said Janho.

Among Fines highlights during the year was the introduction of its floral-motif Limited Edition facial tissue range, a well-received line which was in keeping with the spring summer season.

Fine intends to introduce similar one-off novelty tissue boxes in the future to attract customer interest. The company will also overhaul its Auto Range with a new contemporary design.

The Fine stable of products includes facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads.

Fine manages a manufacturing unit at the Jebel Ali Free Zone in Dubai equipped with state-of-the-art equipment and facilities, and employs around 300 highly-skilled staff.

Fine maintains its presence in Middle Eastern countries such as Jordan, Egypt, Lebanon, Saudi Arabia, Yemen and the UAE, as well as the US. – TradeArabia News Service