2017

JOTUN POWDER COATINGS MIDDLE EAST MAGAZINE issue

19

4
Aluminum systems
that last a lifetime
BALEXCO-Bahrain

6
Success through
excellence
GULFEX, UAE

8 Towards a global
marketplace
NAPCO-Oman

10 Driven by innovation
& technology
TALEX-UAE

Industry Special
Aluminum Extrusions
 CONTENTS FEATURE STORY 3

CUSTOMER FEATURE 4

SHOWCASE 14

PROJECT LIST 15

NOTE FROM
THE EDITOR
Have you noticed how those once-gigantic mobile phones grew smaller
and smaller only to grow back in size again, this time, so much smarter?
Or how those bellbottoms that were a rage at one time completely
disappeared to reappear as flared bottoms, only way better?

The world is rapidly evolving and yet coming a full circle, all in the same
breath. Kaliedoscope is no different. You will notice, weve returned to
an A4 format, a chic and modern avatar in step with the current times.
The essence remains the same. We shall continue to celebrate our
industry, our customers, and our community. We shall strive to unearth
what lies beneath the surface whether trends, developments or latent
needs. Yes, we now combine the best of both worlds!

Talking of changing time, yet another year has gone by! It never ceases
to amaze me how quickly time flies. May you enjoy an amazing festive
season and the perfect beginning to the New Year. See you again in
2018!

Monesh Aidasani

ISSUE 19 2
 FEATURE STORY
TECHNOLOGY

Powder coatings
for enhanced
appearance
and durability
Jotun Powder Coatings is well known for powder coating
solutions that not only enhance the appearance of assets

of Aluminum
but also ensures long-lasting durability. Jotun specializes
in coating solutions for industries related to appliances,

extrusions
furniture, building components, pipelines and general
industries.

The Building Components industry boasts of a large

pie in the GCC Jotun strives to provide the industry
with coatings inspired by technology, designed to
meet the latest industry standards and developed with
sustainability in mind. Jotuns Green Building Solutions
provide specifiers and building owners worldwide with
approved systems that meet green building certification Jotun strives to
requirements.
provide the industry
Building Components in itself, is a vast industry. This with coatings inspired
edition focuses on one of the most widely used products,
aluminum extrusions. With this region now playing a by technology,
major role in global aluminum extrusion industry, powder
coatings too, have a critical role to play.
designed to meet
the latest industry
In this edition we feature some prominent extrusion
companies from this region. Join us in our journey to standards and
understand what defines their success and how their
association with Jotun has been profitable.
developed with
sustainability in mind.
3 ISSUE 19
 CUSTOMER Aluminum
FEATURE systems
that last a
lifetime
BALEXCO, Bahrain

Ali Ghuloom Abbas, Assistant General Manager - Operations

Pioneers of the Arabian Gulf Manager - Technical Services, holds a Masters Degree in
MBA and backed by industrial operations from BAPCO
in his career spanning 20 years.
Bahrain Aluminium Extrusion Co. (BALEXCO) became
the first aluminum extrusion plant in the Arabian Gulf
when they set up operations, back in 1977. BALEXCO
Defined by an intrinsic strength
has always been progressive in their approach, hold
From the word go, BALEXCO was on a clear mission
patents to many systems and are continually innovating
to provide superior, yet cost-effective products to the
to meet the needs of various industrial, commercial and
region. A perfect example is that the plant is strategically
architectural applications.
located close to ALBA, enabling a steady stream of
uninterrupted supply of the most critical raw material,
With 4 Extrusion Press Lines, state-of-the-art Anodizing
billets.
Plant and a Powder Coating Plant, the company has
come a long way from the initial production capacity
Maintaining the highest standards of quality while being
of 6,000 TPA to present capacity of 33,000 yearly,
environmentally conscious in their services & solutions,
says Ali Ghuloom Abbas, Assistant General Manager-
this has always been a priority for BALEXCO. As part
Operations. Ali joined BALEXCO in 2014 as Senior
of their commitment, they operate under a rigorous
ISSUE 19 4
environmental as well as occupational health and safety
policy and program.
Being an ISO 9001:2008 certified company BALEXCO
strives to go beyond the expectations of their customers,
innovate and achieve high levels of customer satisfaction
as part of our continuous improvement process.
Ali expands, Our much acclaimed BALEXCO System
comprises casement, sliding, lift & slide and curtain
wall, all produced in-house, as also thermal break profile
systems. We even produce specialized shapes and
dimensions extruded as per the customers requirements
such as kitchen cabinets, AC grills, shop fronts and
scaffolding profiles. All part of going that extra mile for
customer satisfaction!
The Middle East and Aluminum
Extrusion
The industry in general, is growing leaps and bounds
in each successive year, quite evident from the huge
investment being made in the Aluminum Downstream
industry. This region has a competitive edge that
has helped the Middle East to become the worlds
powerhouse for aluminum and allied industries. We
feel that fluctuating LME prices haves currently created
some uncertainty in the market but we believe it will
soon stabilize and the market would be back to normal,
opined Ali.
According to Ali, BALEXCO took the lead in the
region and came up with an integrated plant in the
late seventies and today has become one of the most
technically advanced integrity plant catering to a wide
spectrum of industry and providing aluminum solutions.
We also believe that certain players may not be able to
cope up with fierce competition unless they shape up.
Aluminum Finishing, an
inseparable ingredient
Aluminum finishing has such an important role to play
in combining functionality with aesthetics - between
surface protection from corrosion as well as its looks.
Keeping in mind, its significance, BALEXCOs powder
coating plant complies with Qualicoat standards and the
anodizing plant with the Qualanod standards. Further,
these are subject to regular reviews by a third party to
assure on-going compliance.
We have been dealing with Jotun for a good number
of years now, and would like to add that Jotun products
are of excellent quality, wide range of colours and is
prompt with delivery of orders, ensuring that we remain
a satisfied patron, said Ali commenting on BALEXCOs
relationship with Jotun, They help us keep up our
standards in aluminum finishing, he added.
What it means to be future-ready
BALEXCO products are used on a large scale in many
foreign projects, with 70% of the companys products
exported to Gulf and Arab markets and the remaining
30% consumed by the Bahraini market.
Ali viewed product diversification and differentiation, as
well as regular investment / plant modification as per
market requirement as the key to success. On our
part, BALEXCO is installing the state of the art vertical
powder coating booth with a capacity of 12,000 MT
per annum by December 2017 from Surface Aluminium
Technology (SAT S.p.A), Italy. It has a Visual Recognition
System that guarantees consistent powder quality and
eliminates the likelihood of operator errors, automatically
detecting consistency and loading accordingly, he said,
explaining how BALEXCO was preparing for the future.

BALEXCO took the lead in the region and came up with

an integrated plant in the late seventies and today has become
one of the most technically advanced integrity plant catering to
a wide spectrum of industry and providing aluminum solutions.
We also believe that certain players may not be able to cope up
with fierce competition unless they shape up

5 ISSUE 19
 CUSTOMER
FEATURE
Christian Witsch, Chief Executive Officer, Gulf Extrusions
Amongst the first
Established in 1976, Dubai-based Gulf Extrusions Co. LLC
(GULFEX) completed construction and began production
in August 1978. GULFEX, member of the Al Ghurair Group
initially signed the Main Project Contract for the installation
of one extrusion press and one anodizing line at the Jebel
Ali plant next to DUBAL.
We can currently produce around 60,000 MT per annum,
having a rated capacity of 24,000 MT for powder coated
finish and 6000 MT of anodized finishes. More than 17,000
profile designs are available to choose from for various
applications, says Christian Witsch, Chief Executive
Officer, GULFEX. Christian has an illustrious career of
more than 25 years under his belt, most of them at the
flagship plant of Sapa Aluminium in Austria and eventually
as Global VP OPEX for all Sapa plants.
ISSUE 19 6
Success
through
excellence
GULFEX, UAE
What makes GULFEX unique
GULFEX produces profiles not only for architectural
applications, but also for Automotive, HVAC systems,
engineering, and transportation applications among
others.
GULFEX has maintained a high standard of excellence
for more than 40 years and constant innovation has been
an inherent component of its growth path. The company
has constantly taken on challenges, even for extremely
demanding aluminum sections, which many global
aluminum extrusion companies find too demanding to
undertake. A perfect example is that GULFEX chose to
install Press 6, which is considered the biggest press in the
GCC and extrudes very big profiles that other extruders
cant.

Dr. Hossam Mahmoud, Commercial Director
It is great to hear from our GCC and even European
customers: When we need good quality plus reliable
supply, we order from you! revealed Christian as he
spoke of how GULFEX has an excellent reputation for
extraordinary quality and service levels.
Supply chain and the industry
Supply chain is that critical component, the significance
of which, often gets overlooked. An agile system results
in cost reduction and improved customer service levels.
While internal controls are important and mandatory,
several external factors related to political situation and
economical updates, export regulations and currency
fluctuation can affect it too.
That aside, supply chain is controlled by system and
data accuracy with plenty of room for improvement.
Transparency of data at the extrusions technology and
downstream processes level, beginning with accurate
data collection from different production areas, could be a
good starting point in the process of improvement.
The difference between a good and the best aluminium
extrusions company could well be defined by something
apparently non-core, like supply chain. That is why GULFEX
believes in partnering with leading supply chain service
providers who scale up to GULFEX standards pertaining
to price level, lead time, service quality, support, legal and
financial stability. Christian explained what GULFEX looks
for in their supply chain vendors, We are insistent on
partnering with suppliers who adapt to latest technologies
in warehousing management systems, procurement and
logistics portals. This is what ensures unfaltering service to
our customers.
The significance of Aluminum
Finishing at GULFEX
As the plants expansion plan over the years, GULFEX laid
thrust especially on its Powder Coating, and Anodizing
operations. This includes a vertical Powder Coating Plant
to process longer length profiles of up to 8 meters with the
disc for powder spraying onto the profiles. Even the not
so common processes like inside anodizing for pneumatic
cylinders and tubes, electro coloring and long length
anodizing is undertaken at GULFEX.
As an environmentally responsible company, GULFEX
has also been actively promoting heat reflective coatings
of building elements. They hope to see more and more
architects and end users investing in such sustainable
finishes that reduce heat absorption into the building. The
Cool Shades Collection from Jotun serves that purpose
very well.
Being a senior member of Qualicoat, GULFEX believes that
Qualicoat has already provided a good hand in pushing up
the finishing quality levels in the region.
Quality is a message that we both deliver to the market.
Jotun has an excellent feedback when it comes to Quality
and Technical Support with very good ratings in all other
areas, Christian added.
Prepared for a bigger, better
tomorrow
GULFEX philosophy is to remain leaders through a
combination of innovation, business know-how and cost
effectiveness.
Customers faith in GULFEX capabilities and quality as
best supplier in the GCC market is an excellent starting
point. GULFEX intends to continue working closely with
their clients to develop new applications and create added
value for all services.
According to Christian, It is clear that further evolutions will
have to focus on preserving these strengths. It is in line with
the improvement path taken over the last years, which also
has been rewarded with the prestigious Mohammed Bin
Rashid Al Maktoum Award for Manufacturing Excellence.
Keeping up with times, GULFEX looks ahead to inevitable
changes and product advancements and continually use
evolving technology to bring out new products. Upgrades
to environment friendly, energy efficient billet heaters,
modern PLCs and fast reliable profile handling and cooling
systems figure high on GULFEX objectives for the future.
I must say that we had a successful journey so far and
promise expanding the horizon of the Aluminium industry
to keep the Made in UAE flag rising high around the
world was the concluding note from Christian.
Sameer Alkhreisha, Supply Chain Manager
7 ISSUE 19
 CUSTOMER Towards a
FEATURE global
marketplace
NAPCO, Oman

A Name Synonymous With Trust

Located at Rusayl in Sultanate of Oman, National
Aluminum Products Co. SAOG is one of the leading
extruders of aluminum profiles in the region. Better known
as NAPCO, the company has carved a niche for itself as a
reliable source of high quality extrusions.

Established in 1984 as a Limited Liability Company,

NAPCO rapidly grew to become a Public Limited
Company in 1989.

From a single 8inch extrusion machine, one polishing

machine and one anodizing line, to 1997 when the
first horizontal powder coating plant was introduced,
to addition of the second 8inch extrusion line in 2003,
NAPCO has seen phenomenal growth. In 2016, not only
has a vertical powder coating line been added, the annual
production capacity has doubled to 42,000 MT/annum,
twice as much as it was in 2003, says Ihab Mouallem,
CEO, NAPCO. A civil engineer with almost 20 years
experience in the field of engineering, building, and
aluminium sectors, he sees NAPCO scaling great heights
as the industry leader based out of Oman.

The Key to Success

Consistent focus on quality and innovation has
significantly contributed to NAPCOs growth. Conforming
to international standards and keeping abreast with
changing trends has presence in high quality aluminum
extrusions across the world.

Ihab pointed out, Since its inception, NAPCO has

maintained the highest standards in service, reliability,
safety and cost containment in our industry to deliver
high quality aluminum extrusions to our customers and
be regarded as the best.
Ihab Mouallem, Chief Executive Officer, NAPCO
ISSUE 19 8
 From a single 8inch extrusion machine, one
polishing machine and one anodizing line, to 1997 when
the first horizontal powder coating plant was introduced,
to addition of the second 8inch extrusion line in 2003,
NAPCO has seen phenomenal growth. In 2016, not only
has a vertical powder coating line been added, the annual
production capacity has doubled to 42,000 MT/annum,
twice as much as it was in 2003

Spread over 65,000 square meters in Rusayl Industrial
Estate, NAPCOs factory boasts of state-of-the-art
presses, material handling equipment, polishing lines,
anodizing lines and powder coating facility. NAPCOs
commitment to quality has made it the first extrusion
company in the Gulf to receive ISO certifications. Its
annual production capacity pegs it amongst the top 5
extrusion companies in the region.
Aluminum Extrusion Industry in the
Middle East
When it comes to primary aluminium, Middle East
produces 5%-6% of the global production. That easily
puts the Middle East amongst major players. 80% of the
regions demand for aluminium extrusions comes from
the architectural segment for doors, windows and more.
Oil prices have affected businesses across the board
with aluminium being no exception. The extrusion
industry faces a few additional challenges though. Firstly,
the production capacities far exceed the demand within
the region. Next and even more critical, is a concern for
safety owing to compromised extrusion quality.
applications. On the one hand there is the anodized
finish and on the other, the powder coated. Most often,
the nature of the project dictates the choice of finish. In
the recent times, it has been noted that the demand for
powder coatings has been on the rise. Most high profile
projects now specify Class 2 Jotun Super Durable
and Class 3 Jotun Durasol powder coatings while
the commercial requirement stipulates Class 1 powder
coatings.
Whilst anodizing was getting popular, Jotun has managed
to close the gap between anodizing and powder coating
with their launch of The Aurora Collection which gives
the same feel of anodized finish in Class 2 Jotun Super
Durable grade powder coating.
Jotun is one of the first to produce powder coatings
in the GCC, and has been doing so for over 25 years,
said Ihab stressing upon the fact that NAPCO has had
a long-standing relationship with Jotun, We have good
commercial support and technical support from Jotun.
And I very much appreciate that they always back their
customers.

In Ihabs own words, Some extruders lower the
thickness of the structural elements, putting the safety
of the building and occupants in jeopardy. NAPCO
on the other hand, never ever compromises on that.
NAPCO is reputed for it quality consciousness and high
service standards. However Ihab finds a critical need for
awareness generation amongst developers on the risks
of using structurally weak extrusions.
The present and the future
NAPCO is the sole extrusion company in Oman with a
rock solid reputation. Naturally, Oman is their stronghold.
Over the years, exports to the Kingdom of Saudi Arabia,
UAE, Qatar and Kuwait have strengthened significantly.
Outside GCC, NAPCO exports to India and a host of
countries in the Middle East and Africa. Exports to
Europe are on the anvil.

Value Addition through Aluminum

Finishing
Aluminum finishing is a mandate to satisfy the most
exacting specifications in industrial and architectural

9 ISSUE 19
 CUSTOMER
FEATURE
Stylianos Tsoktouridis, General Manger, TALEX
The most advanced in the
Middle East
Taweelah Aluminium Extrusion Company LLC (TALEX) is
the first Aluminium downstream project to be established
in Khalifa Industrial Zone Abu Dhabi (KIZAD). TALEX is a
joint venture between Abu Dhabi Government - owned
SENAAT General Holding Corporation and privately
owned Gulf Extrusions, under Al Ghurair Group, one of
the major business groups in Dubai and the UAE.
Our investment is approximately US$ 240 million with
an estimated current capacity of 25,000 Tonnes Per
Annum of aluminium profiles and 36,000 Tonnes Per
ISSUE 19 10
Driven by
innovation &
technology
TALEX, UAE
Annum of aluminium billets, said Stylianos Tsoktouridis,
General Manger, TALEX, Himself a mechanical engineer,
Stylianos worked his way up the ranks all the way
to Corporate Engineering & Manufacturing Director
with Alumil s.a. an Aluminium Extrusion Group with 7
production plants around South and East Europe and
24 subsidiaries worldwide.
Born with a mission
TALEX was set up with a clear goal to achieve - to
produce extruded Aluminium and aluminum extrusion
based-products for regional and international markets.
Strategically located at KIZAD, TALEX benefits from
the close proximity to Taweelah Port, with its world-
class transport infrastructure. Naturally, this enhances
TALEXs export capabilities to markets of US, Europe,
India, GCC and Australia. Additionally, TALEX has easy
access, through Khalifa Port to worlds largest container
ships and that can expedite its imports and exports to
overseas markets.
Stylianos goes on to count the blessings of the location,
The accessibility to ports is not all however. Being in
KIZAD comes with a host of advantages. KIZAD was
developed to accommodate all types of industries.
TALEX benefits from the vertical clustering design with
Emirates Global Aluminium (EGA). This essentially
means that primary molten metal is delivered directly by
EGA in TALEXs own cast house. The industrial zone also
provides space for commercial and residential purposes
vital to sustain its business.
How Aluminum Extrusion in the
Middle East is poised
The continuously growing downstream capacity in GCC
is cultivating increasingly competitive market conditions,
driving down conversion fees. Demand however is
good and utilization rates have picked up, most market
participants are positive for 2018. Though both the
construction and industrial sectors are expected to slow
down in 2018, government investment in infrastructure
is expected to somewhat support the demand, was
how Stylianos viewed the upcoming challenges.
As a fully automated, state of the art facility, TALEX is
fully equipped to address the demands and challenges
positively, armed with the advantage of a vertically
integrated industry starting from primary liquid
aluminium, to casting its own hard alloys ending to
TALEX is focused on aluminium industrial
markets spread in the US, Europe, India, Australia and
GCC. The next project phase for TALEX is to install
new extrusion and casting lines that will increase its
capacity up to 45,000 MT/annum of aluminum billets
and 50,000 MT/annum of aluminium profiles. TALEX
will also invest in high precision machining equipment.
in order to deliver high added value products to its
prestigious customers worldwide
extruded, surface treated, precision machined ready to
use aluminium products.
The relevance of Aluminum
Finishing
Virtually every requirement of the construction industry
for aluminium extrusions mandates finishing. That
clearly illustrates the importance of finishing. Stylianos
felt that though there were indications that the
continuously rising LME prices could slow down the
aluminium percentage in construction industry in 2018,
the demand for powder coated aluminium products in
GCC will continue to grow.
JOTUN is the most known and established powder
coating producer in GCC. It supplies the market with
high quality, innovative products. For TALEX, Jotun is a
trusted supplier and a business partner on whom TALEX
relies for servicing its local and overseas markets, he
said expressing satisfaction over the relationship TALEX
shared with Jotun.
Future plans
Stylianos states the clarity of direction that TALEX has,
in no uncertain terms. TALEX is focused on aluminium
industrial markets spread in the US, Europe, India,
Australia and GCC. The next project phase for TALEX is
to install new extrusion and casting lines that will increase
its capacity up to 45,000 MT/annum of aluminum billets
and 50,000 MT/annum of aluminium profiles. TALEX
will also invest in high precision machining equipment.
in order to deliver high added value products to its
prestigious customers worldwide.
11 ISSUE 19
 SHOWCASE
CARNI
Jotun Carnival - A day at the park
On November 3rd, 2017, Zabeel Park was abuzz with chatter
and laughter as Jotuns family in the UAE had a gala day there.
Jotun sought to offer 300 customers and their families the most
relaxing day together. What with bouncy castles, games, face
painting and so much more, there was everything to light up a
childs faces. In all probability, the best gift for every parent!

There was excitement for the grown-ups too, a raffle draw, which
Mr Mahmoud ElSeidy from Precision Industries took home!

ISSUE 19 12
IVAL

13 ISSUE 19
 JPL SEASON 5 KICKS IN

5
S E A S O N

JPL
2017
All you cricket lovers, Jotun Premier
League is back for its next season. In
2009, 30 Jotun customers formed their
teams to the first ever JPL matches.
Since then, every two years, these teams
have been pitching head to head, playing
matches stretched over 3 of the best
months in the UAE, vying for the league
championship.

Starting November 2017, the Season

5 matches will be played at Al Batayeh
Cricket Ground, Sharjah. Arabian
Extrusions have placed themselves in a
formidable position, lifting the cup for the
last 4 seasons. Lets see if one of the other
teams finally breaks their record this year.
No matter which team you are rooting for,
this season promises to be exhilarating as
always!

Stay up-to-date with whats happening,

whos leading and who is not, go to
www.jotunpremierleague.com, follow @
JotunPL on Twitter, and like Jotun
Premier League page on Facebook
at /jotunpremierleague

ISSUE 19 14
PROJECT
LIST

Sabah Hospital Kuwait

Duqm Airport, Oman - Jotun Durasol

Avenues Mall, Bahrain - Jotun Durasol

Sabah Hospital, Kuwait - Corro-Coat PE-SDF Super Durable

Palm Tower, Dubai - Corro-Coat PE-SDF Super Durable/Jotun Durasol

One@Palm, Dubai - Corro-Coat PE-SDF Super Durable

A DAY ON THE GREENS AT JOTUN GOLF DAY

Held annually for over 20 years now, Jotuns
annual Golf Day has always been eagerly
awaited by the Golf lovers from within the paint
and powder coating industries in the UAE.

This year over 80 keen golfers comprising top

senior executives and representatives from
the decorative, protective, powder and marine
segments choosing to tee off together. Jotun
Golf Day 2017 was held on the 27th of April
at the Jumeirah Gold Estates on the Earth
Course. The same course on which the famous
European Tour Race to Dubai is organised.
Agnes Koltay, of Koltay Facades told us This
is the first time I participated in Jotun Golf
Day. The Earth course here at Jumeirah Golf
Estates is quite a challenge for the beginners
but I thoroughly enjoyed every part of it.

The memorable day was brought to a close

with a dinner graced by Odd Gleditsch Deputy,
Chairman of the Board and Einar Abrahamsen,
Member of the Board of Directors, who also
participated in the event.

15 ISSUE 19
jotun.com