Dubai, UAE – Al Muqarram Industry (AMI), headquartered in the UAE, has successfully completed its product rebranding exercise. AMI is now a part of the Soudal Group from Belgium. The Mission of AMI is to make Dolphin one of the most trusted and reliable brands in the M.E.A region.
As part of the multi-million-dirham strategic approach, the branding is launched to enhance Dolphin's overall plan of action in the Middle East and Africa (M.E.A) markets, further cementing AMI's leadership position in the chemical construction products segmentation.
There are new developments in the implementation stage. Hereafter, all homegrown AMI products will feature the European Technology logo on their packaging - one of the most sought-after markets of excellence - demonstrating the highest standard in quality and reliability.
“We are proud to have successfully completed the renovation of our products to the next level, and being a part of a more prominent family with unmatched experience, expertise and product development resources needed to expand our regional footprint also brings a greater responsibility to deliver the best to the market.
The global experience of Soudal Group will be an added advantage for Dolphin Brand being manufactured in the UAE. My vision is now to consistently deliver world-class chemicals to the construction industry while making the Dolphin brand one of the premium and trustworthy brands in the M.E.A region,” said Emmanuel De Smedt, Managing Director, Al Muqarram Industry.
Following his new appointment as the Managing Director, Emmanuel comes on board as a seasoned business expansion and growth strategist following the takeover of AMI by Soudal Group in 2020. As part of his leadership role, Emmanuel will focus on expanding the company’s product range with sustainability at the core and steer the business into the league of top players in the region. With a broad, diversified knowledge base and expertise, he brings 16 years of experience to the Soudal Group with a comprehensive, diversified knowledge base and expertise.
Introducing our new brand design aims to expand the Dolphin flagship products range to niche industrial users anchored on international standards and sustainable manufacturing practices.
To strengthen the group’s efforts and augment the overall experience, AMI will introduce hybrid polymers (Adhesives and Sealants) as part of their vision to produce sustainable products for the regional construction sector. This is a move widely expected to accelerate the region’s green buildings goal and raise the standards of infrastructure construction through sustainable construction materials as prescribed by local authorities and regulatory bodies in the area.
Growth & Industry trends
Following the takeover of a homegrown company by an international firm, AMI aims to acquire a more significant market share and is expected to grow the business by up to 50% over the next four years. This, according to Emmanuel, will be achieved through an expanded product portfolio, new market acquisitions, deployment of a new cartridge plant, state-of-the-art machinery into the Sharjah and Umm-Al-Quwain facilities and much more. The plan also includes the addition of an 80,000 sq/ft warehouse to match the demand-supply of products in the MEA region. Furthermore, the group also plans to invest AED 40 million in the upcoming years for the development of factories and to deploy a strategy toward manufacturing sustainable products.
“The Middle East construction industry has been on an impressive recovery path since 2021, driven by several emerging trends, including large-scale residential and commercial projects in cities like Dubai, Abu Dhabi and Riyadh and the remarkable NEOM project in Saudi Arabia. The total market of the Middle East and Africa is expecting a positive growth of 4.5 % by 2024, after the covid era. The major developments are part of bigger giants KSA, UAE and others in the GCC and Egypt in the Africa Region. The modular housing concept, which offers an efficient means of creating high-quality living spaces in a controlled area, therefore reducing onsite carbon-heavy activities, is also steadily taking shape in the region. Digitisation and the use of cutting-edge technologies are also accelerating the industry’s growth as more players adopt tech-driven manufacturing and construction processes in a bid to deliver projects quicker,” added Emmanuel.