ALTHOUGH a new entrant to the market, Fazah Industrial Company has already gained a foothold in the uPVC (unplasticised polyvinyl chloride) profiles market, with the burgeoning construction projects market fuelling its growth prospects.
“Prospects for the uPVC material in the window market are high, especially for now and the coming year,” says Hisham Moursy Aboul Ela, marketing and export manager of the Riyadh-based company, which is involved in the manufacture and supply of a wide range of uPVC window systems.
Despite the delay in its launch due to the global slowdown, the company believes that it holds huge potential due to the technology it offers.
Although it was launched on the market a little over a year ago, Fazah has acquired a niche in the region with its profiles having been even accepted in a major project Alexandria, Egypt, where the consultant is Turner International.
“Within a very short period, our profiles have been specified by name in a lot of projects within Saudi Arabia and outside. We are offering our profiles now to Emaar Saudi Arabia, besides supplying to many government projects in the kingdom,” Aboul Ela says.
He continues: “The future for the windows market is in adopting uPVC products because of the numerous benefits the material offers. With Fazah being a new factory specialising in this field, we expect to be one of the leaders in this market segment.”
Fazah is now offering its products under brands such as Elegance for the new tilt-and-turn system and Renaissance for the sliding system.
Apart from the technology it offers, Fazah continues to expand its wide ranging product-line and extending its services to other parts of the region.
“During the past six months, we have added nine more designs to the Fazah profiles range to meet client demand,” he says. “We have also appointed new distributors to cover Egypt, Sudan and Libya and are preparing to launch a dealership in the UAE within three months. In addition, we will soon set up warehouses in Kuwait and Qatar.”
Fazah is planning to expand its distributor network even further over the next year. Within Saudi Arabia, the company presently has three dealers in Riyadh, two in Jeddah, one in Hasa and one in Dammam and intends to install distributors in Makkah, Abha, Madinah and Qassim.
“Our plans include appointing at least 20 distributors in Saudi Arabia and 10 dealers across the Middle East,” he points out.
Commenting on the company’s export plans, Aboul Ela says: “We’ll be exporting our materials to Qatar, Kuwait, Oman, Bahrain and Jordan shortly.”
Fazah has extended its activity into the doors business as well. “A piece of art panelling machine will enable us to produce PVC panel systems for internal doors,” says Aboul Ela.
“We’re now developing a special section for manufacturing aluminium composite cladding system to keep up with this new market trend,” he adds.
Fazah’s scope of work includes manufacture and supply a wide range of uPVC profiles, which are used by fabricators to achieve the required finish for windows and doors. The profile systems are offered in various colours and come with wood finishes as well as lamination options.
The company is also focusing on disseminating information among fabricators, consultants and contractors about the benefits of the uPVC window system. “We are promoting the new world of PVC by offering full technical support on how to produce uPVC windows and opening new markets through creating awareness about their benefits,” he says.
Fazah was established in 2007 in Riyadh and has a team of 30 employees. Its 10,000 sq m factory is located in the Second Industrial Area of Riyadh.
Fazah predicts major infrastructure projects like universities and hospitals, besides new cities across Saudi Arabia, will for the next five years contribute in increasing the robustness of the construction sector. With a full production capacity valued at almost SR100 million ($26.6 million), Aboul Ela believes Fazah is well-placed to meet the anticipated demand.
