FINE, the market leader in the Middle East’s hygienic paper industry, said it expects to maintain the momentum of its strong export performance by boosting sales in the Gulf and East African regions.

While FINE posted a 20 per cent growth in 2008 behind strong sales of its facial tissues and toilet rolls, the launch of the new disposable baby diaper brand FINEE last year has further enhanced sales levels.

The introduction of exports to new markets in 2008 and the increase in sales volume in Oman have further driven the international profitability of FINE, a trend that is expected to help the company overcome any obstacles posed by the economic downturn.

“While we face challenges in regions such as the Indian subcontinent which are slowly adjusting to current economic realities, we can easily adapt due to our strong presence in other areas,” said Peter Janho, chief area officer for the Arabian Peninsula and Iran, FINE.

“We plan to boost demand from major markets such as the Gulf and East Africa through new launches and fresh marketing campaigns. Overall we expect our production levels to increase from last year’s figures.”

FINE expects to increase exports to the Gulf by 25 per cent in 2009 to maintain the region’s status as its top trade destination.

The company has a 32 per cent share in the Saudi Arabia’s hygienic paper sector and a 22 per cent hold on the total UAE market. Oman remains its biggest export market in the region, accounting for around 40 per cent of total export sales.

The company’s portfolio includes facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads.

FINE operates a manufacturing unit at the Jebel Ali Free Zone in Dubai equipped with state-of-the-art equipment and facilities handled by 300 highly-skilled staff. – TradeArabia News Service