Dubai-based Fine, a leader in the regional hygienic paper industry, said its exports to primary markets in the Gulf region were poised to increase by up to 10 per cent.

Part of the Nuqul Group, Fine said it has started to implement strategic initiatives to help expand operations and reinforce its distribution network as it celebrates its 20th anniversary this year.

The company aims to penetrate untapped markets in the Middle East and East African regions, revealed Peter Janho, chief area officer for Arabian Peninsula and Iran of Fine.

According to Janho, the company’s bright 2010 outlook is complemented by the UAE Superbrand it received this year - a recognition it has been receiving for last 8 years - underlining its status as a best-known and strong brand name in the region, he added.

As per the company’s recent performance indicators, Fine has made significant inroads in high-potential markets in the Middle East such as UAE, Saudi, Jordan, Egypt, Sudan, Morocco and Lebanon as well as in Iran, Janho noted.

"Fine’s move to create a stronger and wider distribution network is reflected in its latest marketing campaigns to create awareness on the importance of using hygienic paper products, while consequently boosting demand for its products like facial tissues, kitchen towels, toilet rolls, jumbo rolls, baby diapers, adult briefs and wet wipes," he added.

Earlier this year, Fine said it had made strategic investments in the latest production technologies at its manufacturing unit in Jebel Ali, Dubai to help improve efficiencies and cut down on waste.

The move was accompanied with the development of a distribution model to help establish more distribution points inside and outside of the region, said Janho.  

Fine has an established presence in most of the Middle East countries including Jordan, Egypt, Lebanon, Saudi Arabia, Yemen and the UAE, and also in the USA.-TradeArabia News Service