Reifenhäuser Middle East will focus on understanding the demands of its customers even as the regional entity extends its support services to existing and new customers, reports Benjamin Daniel, editor, Packaging MEA
Germany-based Reifenhäuser Group, one of the leading provider of technologies and components for plastic extrusion, has strengthened its presence in the Middle East and African regions with a new centre in Dubai, which Ulrich Reifenhäuser said, is in line with its vision of growth in this region.
“Our participation with a newly designed booth at Arabplast symbolises our vision here in the Middle East,” said Reifenhäuser. “The market is picking up, and we have a clear vision that the market was strong, is strong and will grow in the future.”
The new location in Dubai, which opened towards the end of 2018 will also enable Reifenhäuser to get closer to the market, to listen to what its large base of customers’ demand is, and more importantly “provide services” splitting the region into three halves, to begin with.
In the first phase, the GCC (minus Saudi Arabia) will partner with Al- Shihab Sl Thani. “Rahim Jamal is a known face here, and he is based as a local person in this region. We will use him to be in close contact to the customer with support coming in from experts from Reifenhäuser for different blown, cast and other expertise,” said Reifenhäuser.
Although Saudi Arabia belongs to the GCC, which Reifenhäuser said, “is a bigger market, that country along with Lebanon and Jordon by Reifenhäuser.
Engaging internal expertiser
Reifenhäuser will rely on the 22 technician it has with Reifenhäuser India as well as the expertise of technicians from its own stable in Germany. “We will have our service technicians flying in within three hours from India, if required. We will have long term visas to Saudi and other regions in place. So the idea is to back up sales with strong service.”
Speaking to Packaging MEA, Bharath Yalla, managing director of Reifenhäuser MEA said, “Reifenhäuser’s focus is going to be on increasing technology expertise in the region as well as par- ticipating in the training and education to help the industry. “We will partner with like-minded stake- holder like raw material suppliers as we are already working closely with some FFS companies in different areas.”
Sustainable drive
There are changes in the legislations that have been effected in the polymer segment in India, which it is felt will eventually also be implemented in the Middle East and Africa, keeping in line with the world order on sustainability. Plastic, plastic waste and circular economy are boiling issues and subject like these are very active all over the world. Can Reifenhäuser be an enabler? “What is required is close discussion and conversation to find a solution. But it cannot be done in isolation. The government too have to be proactive and flexible in finding a solution,” says Reifenhäuser.
Multi-brand activities
Reifenhäuser in India has had a very vibrant practice of multi-brand selling and is one of the most successful companies there.
Reifenhäuser will look to introduce some of those brands in the Middle East & Africa regions too. Reifenhäuser confirmed that the company might replicate the model. “A successful business model is a great influencer. We guess that in 10 years, we will have the same model here, what we have in India,” says Reifenhäuser.
Manish Mehta, managing director at Reifenhäuser India, will be an active member of the company in the Middle East and Africa. “We would like to repeat what we did in India but without mistakes,” he said.