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Revolutionizing the Paint Industry with Jazeera Paint's Abdullah Al- Romaih

Jazeera Paints to bring a new splash of color to the local market. Business Today Egypt sat down with Abdullah Al-Romaih to discuss their expanding portfolio in Egypt

By: Business Today Egypt

Thu, Jan. 12, 2023

Determined to shake up the Egyptian paint market, pioneering Saudi Arabian paint manufacturer Jazeera Paints seeking to position itself as Egypt's new leading paints, colors, and construction solution as it expands its local portfolio.

Business Today Egypt sat down with Abdullah Al-Romaih, CEO of Jazeera Paints, to discuss their expanding portfolio in Egypt, latest investments and innovations, and expectations for the coming year.


What led to the decision to expand into the Egyptian market? And why enter a new market during such a globally difficult economic period?

CEO_1Abdullah Al-Romaih, CEO of Jazeera Paints

In order to provide a more comprehensive answer to this question, different aspects and pillars must be taken into consideration and tackled to cover different standpoints.

For instance, Egypt is famous for the impenetrable economic shield it offers to its foreign investors, as evidenced by the country's economic reform policies, which have experienced tremendous growth in the previous fiscal years.

However, according to Egypt's General Authority for Investment and Free Zones, the rate of GDP growth during the fiscal year 2021/2022 was about 6.6%, despite the significant difficulties that all business entities worldwide faced because of the negative effects of the Coronavirus and the war in Russia.

In addition, a very appealing economic factor that sets Egypt apart from other global markets and encourages foreign investors to invest there is its expanding population, which, according to Egypt's CAMPAS, has grown to more than 1.4 million people.

It is time [for us]…to take advantage of the golden opportunity that the Egyptian market presents

This enormous population represents a diverse pool of target consumers for investors with a wide range of interests and preferences as well as significant purchasing power, providing us with a tremendous opportunity to develop and grow our businesses.

It is about time for a pioneering paint manufacturer with more than 40 years of experience to take advantage of the golden opportunity that the Egyptian market presents, and spread our wings with EGP 1.2 billion worth of investments to operate in 400 stores across Egypt, with the capacity of a 400-strong task force during the new year.

 

What can we expect from your entry into the local market in the short and medium term?

Both our short-term and long-term goals are all about making a remarkable footprint in the Egyptian market and since it is known that the right start gets you ahead of the game, we decided to dive into the Egyptian market with full power!

We’re starting by dedicating a fully equipped vehicle with all of the cutting-edge techniques to tour Egypt and train employees, enhancing their professional abilities by exposing them to the company's latest technologies and products, in order to invest in their employees and keep them up to date with the latest trends and innovations in the world of paint.

The Jazeera Paints Factory in Egypt was established in 2020 at the 10th of Ramadan City, acting as a major industrial platform supplied with the highest and most advanced equipment and techniques. The factory is essentially split into five production units; the first production unit is mainly for structural paints focusing on primers, pastes, and all types of interiors, exterior and spray paints. The second production unit focuses on industrial paints and insulating paint.  The other three production units will join the force in the upcoming year.  

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The company also has a team in place for logistics, which is in charge of making sure that all products are stored securely in warehouses using well-planned storage techniques and cutting-edge transportation techniques to move products from warehouses to distribution trucks, ship the products, and sell them in 400 stores and showrooms throughout Egypt.

In a nutshell, with more than 2,000 highly skilled workers putting in tireless work in every department, our short-term goal is to establish Jazeera Paints as a brand that consumers can rely on for delivery, innovation, and exceptional quality

In terms of long-term goals, Jazeera Paints hopes to begin branching out into new markets by exporting products to more African countries by 2024.

 

Why should Egyptian consumers choose Jazeera Paints?

Quality, safety, and creativity are what sets us apart! Our goal goes beyond offering a high-quality product with a wide range of colors; instead, we aspire to be the final touch that breathes life into any inanimate object.

We aspire to be the final touch that breathes life into any inanimate object

Jazeera Paints dedicates all of its resources to keeping innovation as an integral product value, as evident in the company's latest product Mini Paint, which is a creative mini-product that helps consumers test and choose colors within the comfort of their homes.

In addition to providing products that meet the highest international quality standards and environmental sustainability policies, the company also provides a one-of-a-kind shopping experience through a website and app that uses Artificial Intelligence (AI) and Augmented Reality (AR) tools to expose users to a wide variety of color options and construction solutions that are unattainable in showrooms. All of which will create a distinctive selling point for consumers and a significant footprint in the Egyptian market.

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Today’s consumers expect a digital and easy-to-use experience when shopping. How would that translate into the industries of paint and construction solutions?

Proudly, Jazeera Paints has carved an unparalleled digital footprint in the industries of paint and construction solutions by designing and developing the first website and app in the Middle East dedicated to displaying and selling paints and construction solutions.

We are fully aware that consumers are now seeking seamless, effortless, timeless, and one-stop shopping experience; accordingly, we introduced a game-changing app and website that has transformed online shoppers' experiences by exposing them to a wide variety of color options and construction solutions that are unattainable in showrooms. 

Since the technologies embedded in the Jazeera Paints app are unmatched by any other paint industry app, we introduced a game-changing experience with this innovation that affected not only the paints industry but all other industries that are consumer-customization driven. 

It uses AI and AR to provide Arab consumers with a unique shopping experience.  The company at large dedicates all of its resources to keeping innovation as an integral product value, apart from our latest product Mini Paint that we previously explained, the company also showcases our innovation through Novel and Notes Clear.

 

Consumers have also grown to value sustainable products or those made with sustainability in mind. Could you tell us a bit about the company's sustainability efforts, if any?

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A few years ago, we saw the beginning of the digital transformation era sweeping the globe, and as a result, all business organizations began incorporating digital transformation methods, tools, and practices into their business operations.

Every now and then, the world witnesses paradigm shifts that every business entity, regardless of the industry or sector it operates in, must comply with and adapt to

Today, the current new shift is all about sustainability and how it is affecting the lives of every single living creature on the planet. As a result, most business entities are constantly striving to determine the best strategy to apply sustainability to their business operations.

For Jazeera Paints, the narrative is different because we have always taken sustainability practices into our own hands. In fact, our company is regarded as the first company in the Arabic-speaking world to incorporate environmental sustainability measures into their operations and production to ensure that our products are designed and manufactured in accordance with safety and health regulations.

Now, more than 35 eco-friendly product groups – that have been approved by international organizations specializing in green building systems – are currently being pumped into the company's manufacturing lines. Additionally, the factory has a treatment station for the water used in the manufacturing process to ensure that no industrial pollutants end up in the sewage.

 

What are the company’s long-term aspirations for the country and the region?

By providing distinctive premium products, we hope to revolutionize the Egyptian paint market. This will open up new opportunities for us to grow and expand our company locally as well as export goods to African countries, which is a new market that Jazeera Paints intends to enter.

Jazeera Paints has always spoken in numbers! In the past 42 years, we established two factories and eight production units across the region with a production capacity of 400,000 tons annually of diverse products with 650 showrooms across Saudi Arabia and beyond.

For Egypt, by 2023, we aim to have over 300 products in the market within 400 stores to reach more clients.

 

*This article was published in our December 2022 - January 2023 issue. You can find our latest issue here