Rowad National Plastic Company of Saudi Arabia says the sky is the limit for its growth, as this plastic sheet pioneer company presses ahead with plans for expansion and penetrating new markets.

"We were one of the first companies in the Arab to launch production of high-quality polycarbonate sheets and that is why the company is named as Rowad, which means pioneer in Arabic," says Mohammed Al Laabon, the general manager of the Riyadh-based firm. "Now, we are looking ahead with several expansion projects, which have been approved by the board of directors and will be implemented in the near future."

Rowad is an affiliate of National Industrialization Company (NIC), one of the most prestigious business conglomerates in Saudi Arabia, which owns and operates about 30 leading manufacturing and marketing companies within the Kingdom.

Located in Riyadh's Second Industrial City, Rowad launched commercial production in 1994, and now has a second factory in Dammam, both producing a total of about 8,000 tonnes of various high-quality extruded plastic sheets. With a total production area of about 18,000 sq m, the company is equipped with the most modern machinery and technology supported by highly qualified professionals.

Rowad is said to be a market leader in the Kingdom for both polycarbonate (PC) as well as acrylic (PMMA) sheets. PC sheets are UV resistant and produced in more than 193 items in different colours, size and thickness ranging from 2 mm to 12 mm and in widths of 2 m up to any required length. They are made in clear and coloured versions, with attractive textures and Crystal, Pristex and Bamboo designs.

The PC sheets are said to offer freedom of design, while their light weight, fire resistance (Class V2) and thermal insulation capabilities make them ideal for the thermoforming of domes, pyramids, skylights and other architectural features. Also, since the sheets can withstand harsh climatic conditions and are virtually unbreakable, they are popularly used as protective shields over entrance gates in villas and commercial complexes.

Acrylic sheets are available in clear and coloured versions from 2.0 mm to 15 mm thicknesses, which along with two Prismatic designs are used widely all over Kingdom as diffusers for ceiling lights. These sheets are UV-resistant and thus their clarity and colour remain steadfast for years, according to the manufacturer.

Rowad's high-impact polystyrene sheets (HIPS) are used by refrigerator manufacturers, in furniture industries, as moulds for making industrial stones and for jewellery boxes, among other applications.

Its ABS sheets are used as automobile canopies (to convert open pick-up trucks to mini-vans) and truck top applications, for internal doors, for luggage and house ware, computer frames and telecommunication components, appliances, tools, toys etc. The company came up with special formulation, which suits harsh weather in gulf area.

Rowad's ABS, GPPS, polypropylene (PP), and high-density polyethylene (HDPE) sheets can be produced to customer requirements in thicknesses and are supplied to regular users on an annual contract basis.

Apart from plastic sheets, Rowad also produces battery cases exclusively for a sister company.

Rowad maintains quality standards to international and local standards such as ASTM, Saso (Saudi Arabian Standards Organisation) and ISO (International Standards Organisation) and this consistency in quality has helped the company to penetrate export markets which currently account for 20 per cent of its production. The company is ISO 9002 certified and is in the final stage of implementing the ISO 9001-2000 version.

It has a hi-tech R&D laboratory fitted with the latest instruments and equipment, where all raw materials are systematically tested to ensure overall performance and total quality of all sheets produced.

Among new products, Rowad has recently developed HDPE geomembranes and is set to launch regular production of the membranes in thickness of less than 2 mm. It has also completed R&D on several injection-moulded plastic sanitary wares and hopes to start mass production of these products shortly.

Rowad has special production agreements with manufacturers who use specific plastic sheets for their manufacturing process and its R & D team is always on hand to provide technical support and guidance to users who want to develop or apply the sheets into their production lines.

"Most of the leading lighting companies operating in the Kingdom as well as refrigerator and bath tub manufacturers in the Gulf have tied up with us for continuous supplies of various plastic sheets used in their production processes," says Al Laabon. "Also, negotiations are going on with several international brand makers for developing our sheets for their particular applications."

"Our polycarbonates sheets are being used on several construction projects thoughout the Gulf," says sales and marketing manager Fahad Al Zeer. "We get frequent enquiries from most of the leading construction companies, consultants and architects from all over the Gulf and we are very proud to serve them in whatever way we can."

In Saudi Arabia, Rowad's sheets have been used on several major projects, such as Al Faisaliah Center, the Al Watan newspaper building, and the Security Forces Club, while one of its prestigious installations in Bahrain was for the Seef Mall, he says.

About 80 per cent of Rowad's products are consumed in the Kingdom, but the company also maintains an efficient distribution network throughout the GCC as well as in other Arab states.

"With a continued market growth of 10 per cent annually, we are targeting new markets for regular distribution," says Al Laabon. "We want to make a difference to our customers, wherever they are by providing them with excellent service, and we never compromise on quality."

Besides the GCC, Rowad products are currently exported to more than 10 Arab countries.

A vigorous marketing drive resulted in Rowad recently receiving a substantial order from a leading US company, with whom it is now negotiating a long-term distributorship deal.

The company is also on the verge of winning several deals from European, Arab and African markets. "We have a very aggressive export marketing strategy in place, to capture a substantial share in selected overseas markets, which will certainly help us in our continued growth," says Al Zeer.

The company's trade and operational activities have been fully re-engineered and computerised to efficiently utilise all its resources, enabling faster deliveries and enhanced customer services.

A bilingual website in English and Arabic (www.alrowad.com.sa) helps customers with comprehensive information about products and services and offers access for contacting the marketing department directly for quotations.

"There is tremendous scope for growth in all Arab markets, because the quality of our products is up to the international standards, our prices are extremely competitive and our deliveries are prompt," comments Al Zeer. "But we are also very much indebted to our distributors within the Kingdom and abroad and we are thankful to our customers for their continued support and patronage."