HUME Cemboard Industries (HCI), a leading manufacturer of cellulose fibre-reinforced cement boards, is back after three years at Saudi Build this year in a bid to boost brand awareness in the Saudi market.

The Malaysian firm manufactures and distributes cement-based building boards namely, Primaboard – cellulose fibre-cement boards – that provide the internal lining and external cladding solutions for the residential, industrial and commercial markets.

Its products are marketed under the brand name of Prima. The autoclaved boards are made from a mix of cement, sand, water, cellulose fibre and additives. This provides a cellulose fibre-cement product that offers flexural strength, durability as well as impact, termite and fire resistance – all the properties that meet the requirements of the building industry and international standards, says a spokesman for the company.

Jeddah's Corniche Dreams residential towers.

Products under the Prima brand include Primaplank, Primaflex and Primaliner. Elaborating on the Prima range, the spokesman says: “Primaplank has the appeal of wood and is designed for external wall, gable end cladding and fascia applications. The product has a traditional timber look and adds depth and texture to mundane surfaces.”

“Primaflex is described as a multipurpose board suitable for ceiling and eaves lining, gable ends, external wall cladding, panelling and other building applications due to its fire-resistant character, stability and durability.

“Other products under the Prima brand are Primabase, Primalux, Prima ceramic tile underlay, Primaaqua, Primalattice, Primaaraya and Primaavent.”

All the products are offered in a variety of sizes and thicknesses, ranging from 3.2 mm to 16 mm with standard dimensions of 1,200 mm by 2,400 mm (although other sizes are available) and are widely used in new homes and commercial buildings and renovation projects, for exterior cladding and internal lining, bracing, decorative elements and fencing, according to the company.

Various formulations, designs and finishing are also available to provide a wide choice to designers, builders and architects.

“Fibre-cement products are very durable and require very little maintenance during their lifetime. They do not suffer the traditional durability problems of timber or PVC (polyvinyl chloride)-based cladding materials. They also have an average service life of more than 50 years,” the spokesman points out.

As an ideal substitute for wood, it also helps reduce deforestation.

Primalattice ... aesthetic.

“Primaboard is totally free from asbestos and is the most suitable material for one-hour to two-hour fire-rated drywall systems. Because of its multiple advantages, it is the ideal for prefabricated buildings and portable cabins,” he adds.
Commenting on business levels, the spokesman says that despite a challenging economic scenario, the company has been achieving positive linear growth each year, even in double digits at times.

HCI’s products have already been used in landmarks in the UAE and elsewhere in the Middle East. Primaboard has been making an impact in Abu Dhabi, where 6,570 tonnes or 130,000 pieces of Primaflex (12 mm by 1,200 mm by 2,400 mm) were supplied last year to an international oil company for making portable cabins. The walls and floors of the cabins were made with Primaflex boards. For flooring, 18-mm plywood was fixed on steel grids and topped with 12-mm Primaflex boards. On the walls, various lightweight drywall construction methods were used, depending on budget and fire-rating requirements. Sandwich panels on both sides consisted of internal gypsum boards and external fibre cement boards for impact and water resistance.

Other projects where HCI products have been used include the iconic Burj Al Arab and The Palm – where 6-mm Primaflex was used for ceiling applications.

HCI is an ISO 9001:2000-accredited manufacturer and its two plants have a combined design capacity exceeding 300,000 tonnes or 48 million sq m per year. It is a significant player in the Asia-Pacific region, exporting more than 50 per cent of its production to over 60 countries worldwide.

While producing Primaboard fibre-cement products, the company says it is able to minimise waste and increase recycling in a bid to limit the volumes sent to the landfill, to ensure a relatively modest impact on the environment. Certified to ISO 14001:2004, HCI is governed by law on its environment programme that covers the organisation’s environmental management systems, and operates in an environmentally-sustainable manner in terms of timber pallet reduction, upgrading its drainage system, better management of waste and chemicals, sludge recycling and upgrading of dust collector.

HCI also has its own R&D (research and development) centre in Ipoh, which conforms to ISO/IEC 17025:2005 – a general requirement for the competence of testing and calibration laboratories, “a first in Asia for the industry”, says the company spokesman.

HCI has also embarked on OHSAS 18001:2007 occupational health and safety management system certification since October last year. “It will be another milestone towards achieving international recognition in its management system certifications scheme,” he concludes.

The company will be present at Stand 100-3.