Henkel, a leading manufacturer of consumer goods and adhesives technologies, holds leading market positions in the consumer and industrial sectors across the globe an has been pushing the boundaries of innovation.

It has carved a niche for itself globally - both in brands and technologies, with over 140 years of success and innovation, said a statement.

As it continues to reinforce this leadership in the Middle East and Africa region, Henkel is committed to set new benchmarks in excellence with its state-of-the-art innovation and research capabilities, it said.

One of the key steps in this direction was the inauguration of the Henkel’s innovation centre in Dubai in 2013.

Recently, Henkel conducted a media roundtable conference, where business and innovation editors were invited to take a tour in the centre.

The initiative was aimed at highlighting the strategic benefits that Dubai offers as a business hub.

The Media Roundtable was headed by Ashraf El Afifi, president of Henkel IMEA and corporate senior vice president of Laundry and Homecare Middle East/ Africa, and Erdem Kocak, President - GCC.

Moncef Barhoumi, director, research and development and head of R&D MEA, Laundry and Home Care showed visitors around the centre, giving them an opportunity to experience the latest technologies on offer.

The hi-tech lab has been equipped with a simulated environment for component testing and the latest technology along with expert engineers and lab researchers to help improve and develop products to match the consumers’ needs in the region.

The lab was built over a period of 18 months. During this period, Henkel redesigned one whole floor to meet its high standards of safety and technical specifications.

Henkel’s mission is backed by a highly-skilled team of experts to manage the innovation centre. This team has brought in global patents for new innovations since the lab’s launch.

“Henkel has always put its customers at the forefront of all their business decisions”, said El Afifi.

“The company personally contacts every year, an ample and representative number of consumers from different backgrounds and target groups to get their feedback and insights, which are thoroughly considered when developing new products. The team is proud to give credit to the consumers for this innovation,” he said.

Henkel’s top five products are used in the MENA region by 95 per cent of the population, said the statement.

The company follows various marketing strategies in order to reach a wider consumer and B2B base including consumer direct activities, questionnaires, malls/venues activations, promotions, and advertising to name a few, he said.

Henkel has also teamed up with the UAE government (Dubai Chamber of Commerce) to support its sustainability plan. - TradeArabia News Service