Renowned marketing award for home-grown UAE industrial brand

Dubai, July 13, 2011- Following on from the recent announcement of record sales of AED 3.6bn for 2010, Ducab—one of the leading manufacturers of power cables in the Middle East—has now earned its third consecutive recognition as a UAE Superbrand.  The company was one of the few Industrial brands honoured with the recognition as a Superbrand – an award for marketing excellence more normally associated with well known consumer and retail businesses.

Andrew Shaw, Managing Director of Ducab, said, “We are absolutely delighted to be recognised as a Superbrand for the third year running. It’s a wonderful tribute to the hard work from everyone involved – and a reward for the effort that we have put into building enduring partnerships with our customers and remaining true to our core principles – Quality and Value. We are an industrial B2B company and are surprised and pleased that our message has been so well recognised in the UAE market. It’s a tribute to our UAE distribution partners who have actively promoted the brand alongside us.”

Ashish Chaturvedy, Marketing Manager at Ducab, said, “Ducab was one of two industrial brands voted as ‘Superbrands’ this year and we strive towards fulfilling all aspects of a true Superbrand- superior return for investors; a reason to buy for customers and a reason to drive to work every single day for those who make it and deliver it. Ducab’s efforts to position the brand through strong marketing campaigns, continuous customer communication and world-class customer service have paved the way for the company to be among the winners”. 

“Superbrands” were chosen through an online voting system polling customers and senior executives across the UAE as well as a high profile jury that included H.E. Sheikha Lubna Al Qasimi, Colm Mcloughlin- MD, Dubai Duty Free and Iain Potter- VP Marketing, Unilever. Only brands that won over 80 percent of the votes were considered for the award.

Mr Ramaseshan, Marjan Cables – a long time Ducab distributor said, “We congratulate Ducab on winning the Superbrands award again. We are very proud and delighted but not at all surprised.  Ducab works very hard on ensuring that business partnerships are long term and mutually beneficial and we both benefit from the strong Ducab brand in the market. The Ducab Sales and Marketing team is always developing innovative ideas to support our business – for instance the recent   “Wire to win DPL – Go see IPL” cricket promotion, which helped to further brand awareness and sales.”

Winners awarded for effort and achievements as sales rocketed by 65%

Dubai, May 28, 2011- In a special initiative designed to recognize the contribution of its distributors, resellers and sales teams, Ducab—one of the leading manufacturers of high-quality power cables in the Middle East–awarded high performing business partners with all expenses paid trips to the Indian Premier League cricket final in India. The aim of this promotion was to encourage the sales of wires and flexible cords in the UAE over a 3 month period

The 50 winners from all over UAE were announced and feted at a gala dinner and celebration at the Monarch Hotel, Dubai. Attendees at the gala event included distributors’ sales representatives, dealers, traders, retailers, sales men and counter sales representatives.

Speaking at the occasion, Ducab’s Marketing Manager, Ashish Chaturvedy said: “Ducab’s achievements and growth is a direct result of the efforts of our valued business partners. Our vision is to strengthen the long-term relationships with our value chain and work closely with them towards mutual growth. Our promotional initiative was designed to create some excitement at the retail leval at the same time reward them for their efforts, and to acknowledge the important role they play in Ducab’s success.”

The ‘Wire to Win DPL – Go see the IPL’ promotional scheme ran through the month of February, March and April, offering a host of prizes and rewards to high achieving distributors and retailers as per the pre-set sales targets. Apart from IPL trips, the night saw teams and individuals awarded with vouchers, white goods and other recognitions. 

“We are very proud of the efforts of our partners and sales teams in improving sales. Ducab is cognizant of the role its business partners play in its success. The IPL promotion was our way of incentivizing them, and thanking them for promoting Ducab’s success in local and regional markets,” added Chaturvedy.

The 3 days all-expenses paid IPL packages includes match tickets, flights, hotel accommodations with bed and breakfast, airport pickups and transfers, and transport to and from the cricket stadium.

“The promotion has proved to be very successful, and we are very pleased to acknowledge the outstanding results our distributors and retail sales teams have garnered. Cumulatively, we have sold over 1500 tonnes of LV wires during the promotion period within the UAE, resulting in a sales increase of about 65% over the same period last year,” Chaturvedy concluded. 

Dubai, April 27, 2011- Ducab—one of the leading manufacturers of high-quality power cables in the Middle East—has announced today (April 27 2011) during a press conference held in Dubai, record sales of AED 3.6bn for 2010, representing a 51% increase over the previous year and 47% volume growth with full realisation of copper rod capacity.  Going forward this year, despite the global economic downturn and a rise in copper prices, Ducab anticipates a further increase in volumes of about 15% compared to 2010.

Ducab has seen a successful 2010 despite competitive margin pressures, with the company’s local UAE market share maintained at between 33 and 50 percent, depending on the cable segment. Last year’s record of AED 3.6bn comprised cable and wire sales of AED2.2bn whilst the external sales of copper rod accounted for the balance AED1.4bn. Significant areas of growth included 22% higher sales to Utilities and a 143% increase in sales to the Oil, Gas and Petrochemical sector.

Ahmad Al Shaikh, Chairman of Ducab, attributed the company’s success to expansion into new sectors and markets within the Middle East, Europe, Africa, and Asia, as well as the addition of eight new product ranges to the company’s portfolio. Cost and efficiency improvement contributed too with savings of AED 17m achieved through operational efficiencies and cost optimisation initiatives.   In 2010 Ducab repaid, on the due dates, AED 182 million and pre-paid 100mn, representing 35% of term finance obtained for such previous expansions. Ducab’s shareholders equity has also increased by AED 100mn by the end of 2010, besides a dividend payout of 50mn. 

Looking ahead to further expansion Ahmad Al Shaikh highlighted Ducab HV, the AED500m joint venture project with DEWA and ADWEA as 25% partners, “This exciting project is nearing completion and will be the major addition to the product range this year; catapulting Ducab to the next level with Extra High Voltage cable systems up to 400kV produced in a world class facility here in the UAE”.

“Last year was a very challenging period worldwide for an industry such as ours, where real estate and construction are major drivers of demand, and the Middle East market was no exception,” says Ahmad Al Shaikh. “Fortunately, infrastructure projects and energy investment throughout the GCC have been counter-cyclical in this downturn and have provided some compensation for the construction slowdown. Ducab managed to grow despite the market condition and increased competition in the region”. Ducab also continues to invest in identifying Emirati talent for various functions across the business with significant progress made last year in training and development of young Emiratis.

“We will continue to focus on Ducab’s traditional strengths of customer service and product quality, with the strong belief that such commitment to high quality and exceptional value will continue to drive the sale of Ducab cables and allied products across the region”, Al Shaikh concluded.

Ducab cables & copper products are currently sold in over 40 countries worldwide across Middle East, Europe, Africa, and Far East in Asia.  Approximately 65-70% of Ducab’s total sales are currently made within the UAE market.

Ashish Chaturvedy

Dubai, UAE – 18 April 2011: Ducab, one of the leading manufacturers of power cables in the Middle East, has announced its pride and satisfaction at being involved with the Dubai Global Energy Forum as Platinum Sponsor. Held under the theme of ‘Energy Challenges and Opportunities for a Sustainable Future,’ the forum is taking place at the Dubai World Trade Centre and will run till April 19, 2011. With over 2,000 delegates expected to attend the forum, Ducab is pleased at the chance to network with global energy leaders and professionals to exchange views and ideas related to the energy industry.

“We are proud to be a platinum sponsor for DGEF 2011, which is an excellent platform for energy leaders and professionals to exchange views and ideas on regional and global issues related to energy policies, programs, technologies and investment opportunities,” says Ashish Chaturvedy, Marketing Manager, Ducab. “The Forum is the first global event of its kind in the Emirate of Dubai on energy and sustainability, which are considered among the most dynamic sectors in the world.”

Ducab has been one of the leading manufacturers of energy cables in the Middle East for over 30 years, and has seen steady growth. The company now offers a complete range of energy cables, accessories and services up to 400kV from five state-of-the art facilities in the UAE. Ducab’s objective is to be the first-choice partner for all cable requirements in the UAE and Middle East, and deliver the best value and highest quality products in the industry. As a BASEC approved supplier operating to the highest international standards in Quality, Environmental and Health & Safety Management, Ducab provides its customers with value advantage unrivalled in the region.

“Ducab has been in the business of electrical cabling for a long time. The organization recognizes that this powerful energy enables our daily lives, and spends a lot of time ensuring it can be brought to businesses, factories and homes with minimal loss and zero risk. In addition to ensuring its cables are of the highest quality, Ducab is committed to the health, safety and protection of buildings’ residents, its own employees, and the environment as a whole through stringent testing and robust planning,” concluded Chaturvedy.

Leading manufacturer showcases high voltage power cable & copper product portfolio at WETEX 2011

Ducab HV Factory

Dubai, UAE – 9 March 2011: Ducab, one of the leading manufacturers of power cables in the Middle East, has announced that the machines’ installation is progressing as per the planned schedule at its AED 500 million high-voltage Ducab HV factory in Jebel Ali. The announcement came during Ducab’s participation as a main sponsor at the Water, Energy Technology & Environment Exhibition (WETEX 2011), where the company is showcasing its entire range of energy cables, accessories and copper products at the Zabeel Hall, Stand number MSP 4. The 13th WETEX Exhibition 2011 runs at the Dubai International Exhibition Centre from 8th to 10thMarch 2011.

Ducab HV, the new joint venture between Ducab, ADWEA and DEWA will extend the company’s range to Extra High Voltage products (up to 400kV), covering the highest voltage currently used in the GCC. The plant will operate as the first dedicated high-voltage facility in region, and will increase Ducab’s production capacity by 30,000 tonnes.

“The bulk of the machinery at the HV plant is sourced from European suppliers, and their expert installation teams are providing assistance to the Ducab Project Team to facilitate commissioning and installation,” says Ducab HV CEO Jon Vail. “Once the plant becomes operational, we expect to sell over AED 1 billion of cable and associated services annually, which will firmly entrench the company as market leader in the category.”

“We are proud to be one of the main sponsors for WETEX 2011, which is an excellent platform to network with purchasers and decision-makers in the industry as we highlight new additions to our product range,” says Ducab Chairman Ahmed Al Shaikh. “As regional economies continue to grow, the need for electricity and power infrastructure grows too. The Ducab HV factory is designed to meet these needs, supporting ADWEA, DEWA and other regional utilities with the highest quality High Voltage and Extra High Voltage cables. We see this expansion in the Ducab portfolio beneficial not only to Ducab and its new partners but to the UAE society as a whole.”

Ducab has recently announced the completion of the factory’s 148m high tower, a new landmark in Jebel Ali, which is believed to be the highest industrial tower in the GCC. The 44 storey tower, housing state of the art extrusion equipment, is the most noticeable feature of the new Ducab-HV factory. It is designed to ensure that the Extra High Voltage products are manufactured to the highest standards necessary to provide faultless service. 

DEWA & ADWEA join Ducab to celebrate completion of 148m factory tower

Dubai, December 7, 2010:  Ducab–HV, a joint venture company between Ducab, DEWA and ADWEA, has announced that the construction of its AED500 million factory is on track for completion in early 2011, which will be the first dedicated high voltage factory in the region. The news came during a celebration marking the completion of the factory’s 148m high tower, a new landmark in Jebel Ali, which is believed to be the highest industrial tower in the GCC. The ceremony was attended by Ducab-HV board members H.E. Saeed Mohammed Al Tayer MD & CEO of DEWA; Saeed Al Darmaki, Deputy Managing Director of TRANSCO and Ahmed Al Shaikh, Chairman of Ducab. Also in attendance were Mr. Tariq Hussain Khansaheb, Director, representing the main civil contractor, Khansaheb and Mr. Jon Vail, CEO Ducab-HV.

The 44 storey tower, housing state of the art extrusion equipment, is the most noticeable feature of the new Ducab-HV factory. It is designed to ensure that the very high voltage products are manufactured to the highest standards necessary to provide faultless service.  The tower will also contain a series of Clean Room facilities in the top levels to ensure no contamination of the critical cable insulation. 

“We are glad to announce the completion of the 148m vertical extrusion tower at the Ducab-HV factory which demonstrates that the project is on track for completion in early 2011,” said Ahmed Al Shaikh, Chairman of Ducab-HV. “These types of high-voltage cables carry electricity loads great enough to power an entire downtown district, and as such, we will ensure that the quality standards of our products not only meet but surpass the highest international standards in the industry.”

“Within one year of breaking ground, we are celebrating this key construction milestone thanks to the excellent work by Khansaheb, and the great efforts of the whole project team.  We are approaching the completion of the civil works and the first machines are already being installed.  Commissioning will start in early 2011 followed by rigorous testing and then production of cables for the market later in the year,” said Jon Vail, CEO.

“We have enjoyed working closely and successfully with Ducab-HV team to deliver a quality contract in a very challenging time frame,” says Richard Browne, Operations Manager at Khansaheb. “This unique project is another great example of the commitment of Khansaheb to providing quality construction services to its clients during its 75th year of operation in the UAE.”

Seasoned executive Colin McKay welcomes opportunity to take Ducab forward with new products across new and existing channels   

Colin McKay

Dubai, November 12, 2010:  In a move to capitalize on recent product diversification and expansion, Ducab—one of the leading manufacturers of power cables in the Middle East—has announced the appointment of a new General Manager for its global Sales & Marketing division based out of the company’s Jebel Ali headquarters in Dubai.  Senior executive Colin McKay will lead the integration of Ducab’s local and international marketing strategies, including the development of key projects within the Utilities, Oil Gas & Petrochemical sector, Ducab’s expanding contractor business within the Middle East, and the commercial launch of the AED 500m joint venture Ducab HV factory in 2011.

Andrew Shaw, MD, Ducab feels that the new appointment will reinforce Ducab’s commitment to superior customer service and its unique capacity to design tailor-made cable solutions, which today are supplied from its UAE facilities to over 30 countries worldwide.  Following the steps taken by his Ducab predecessor, Chew Wah Tan, collaborative projects in Qatar, KSA and sub-Saharan Africa through to Europe will also be a high priority for the incoming GM.

“Businesses today are not only looking for a good product, but a partner that understands their market and their financial aspirations,” comments Colin.  “For over three decades Ducab has constantly improved and customized its portfolio to align with market demand, and it is with great pride that I accept this role as an opportunity to contribute to such an important UAE business..”
 
Colin has successfully climbed the ranks of the international cable industry for the last 30 years.   Joining the fold of the internationally renowned cable manufacturer Delta Crompton Cables and having undergone a four year induction scheme in conjunction with the University of North London, Colin was one of the youngest men ever to assume the role of Commercial Manager with Delta at the age of just 28.   Subsequent roles in the Middle East with Delta and its subsidiary Cables & Plastics were among his early overseas assignments. 

Joining Elektrim’s UK subsidiary Copper Cable Company (CCC) in the mid-1990s, Colin took the company’s cable sales from $15m to over $200m during his tenure.  Although Elektrim eventually sold its CCC operations to Tele-Fonika in 2000, Colin stayed on board and since 2000 has spent three periods as a Board Director latterly in the position of Vice-President Sales.
 
“Both as a market and as a headquarters, the UAE is the place to be in today’s cable industry and Ducab is a strong well recognised brand,” adds McKay.  “For Ducab in particular, demand has remained consistently strong, outpacing other developing markets and further defining the company as the Middle East’s leader in quality.” 

Ducab was previously been honoured with the recognitions such as the “Mohammed Bin Rashid Business Excellence Award” and “Emirates Quality Mark Award” for its achievements in the manufacturing sector whilst the recent addition has been the 2nd consecutive Superbrands award for branding excellence in the region.

Announcement comes as company showcases unique OGP offerings at 14th ADIPEC show in Abu Dhabi, highlighting expansions and new units established in the last year

Laith Madi

Abu Dhabi, November 2, 2010:  As the region’s key players from the OGP sector convene in Abu Dhabi this week for the ADIPEC 2010 show, Ducab—one of the leading manufacturers of power & special cables in the Middle East—has announced details of their recent contract win valued at AED 110m from China Petroleum Engineering and Construction Corporation (CPECC) to work on the Abu Dhabi Crude Oil Pipeline (ADCOP).  Ducab is working with CPECC in the delivery of low and medium voltage cables as well as instrumentation and control cables for the entirety of CPECC’s EPC responsibilities.

With the UAE keen to offset its reliance on oil terminals in the Arabian Gulf and eliminate risks associated with the strait of Hormuz, the ADCOP project is being put on the fast track with local companies like Ducab ensuring that capacity and delivery schedules are met on a tight deadline.  Valued at AED 11.7b in total, ADCOP entails a 370 kilometre pipeline between Habshan and Fujairah, allowing project owners International Petroleum Investment Company (IPIC) to blend crude from various sources in the Middle East at a proposed refinery in Fujairah.

Laith Madi, Manager of Oil, Gas and Petrochemical (OGP) Sector at Ducab, says that the pipeline will include at least six delivery stations spread across the UAE, requiring complex logistical coordination, carrying a load of up to 1.8 million b/d of crude oil once operational. 

“Most of the materials Ducab will supply for the ADCOP project will be sourced using resources from our Special Cables Unit in Jebel Ali, which specialized in tailoring products to the OGP industry,” explains Madi.  “For a fast track project of this scope, we knew that it would be crucial to have a quick turnaround for delivery times as well as on-ground expertise for the duration of the plan.  All of us within the Ducab OGP team are extremely proud to be partnering with CPECC and IPIC over the course of this prestigious development, and our involvement in ADIPEC has been a great opportunity to showcase projects like these to a truly global audience.”

Ducab has showed a renewed focus in the OGP sector during 2010 coupled with an expanded manufacturing capacity announced in late 2009.  In the first half of 2010 alone, the company was awarded AED 126m for local OGP contracts, including an AED 75m agreement with Hyundai Engineering & Construction in the development of ADNOC’s Habshan 5 facilities.

“The scope of the ADCOP project has incredible long-term implications for Abu Dhabi, and Ducab has proven time and again their commitment to developing works of such calibre,” says Franz Cerhak, Procurement Executive Manager at CPECC.  “As a package, Ducab’s OGP team can provide us with everything that we need on hand, offering extraordinary value both in terms of quality and price.”

Other Ducab OGP projects include partnerships with Italy’s Saipem & Korea’s SK for the ADCO Bab Gas project and the KOC new booster station BS160, as well as ventures with Spain’s Tecnicas and UK’s Petrofac for the ADCO SAS oil field development.

Ducab marked the Holy Month of Ramadan by celebrating with its key partners and customers through various Suhoor events held across Ras Al Khaima, Abu Dhabi and Dubai. Ducab considered the event as an opportunity for its senior management and sales team to interact with leading consultants, contractors, distributors and government representatives who have partnered with the company over the last few years.

Ducab management emphasized that the growth they are currently enjoying is due to the support of their partners and customers, and that these Suhoor events were a great opportunity for the company to honor the Holy month of Ramadan and the deep relationships that the company has built with regional partners. Ducab’s Managing Director Andrew Shaw thanked everyone, including key suppliers, who contributed to the company’s success over the past few years

Ducab sponsors high-achievers from across the company in overseas immersion course, part of company’s National Development Program

Dubai, August 21 2010: As part of the company’s long-term investment in developing its UAE national workforce, Ducab—the leading manufacturer of power cables in the Middle East—has sponsored a team of six Emirati employees to complete a month-long practices and training course in Perth, Western Australia.  Selected on the basis of their exceptional performance, attitude and commitment, the group was recognized for their demonstrated professionalism with the opportunity to expand their talents at C.Y. O’Connor College of TAFE and at various independent businesses and organizations.

According to Dr. Saeed Mohd Al Barwani, General Manager of HR and IT at Ducab, the six employees were chosen in recognition of their drive to explore leadership roles within the manufacturing sector and their excellent performance while at the company.  After reviewing the program’s applicants, Laila Marafi, Amal Bin Ghelaita, Maryam, Al Naqbi, Fahad Khalifa, Abdulrahman Al Mansoori and Aqeel Al Awady were chosen for this year’s journey.  The Australia trainees work in roles from the shop-floor level through to engineers, representing a diversity of internal departments such as QHSE (Quality, Health, Safety & Environment), Manufacturing, Finance, HR, Metals, Technical and Testing.

The Australia initiative is one of the many sponsorship development initiatives within the company’s National Development Program (NDP), and included a comprehensive curriculum aimed at enhancing technical, business and communication skills of employees.  This included tours of local government, manufacturing and engineering companies around Western Australia, enabling the trainees to gain valuable insight into their chosen industry and use it to promote leadership skills upon their return to the UAE.

Dr. Al Barwani says that Ducab’s commitment to attracting local talent has seen a significant increase in the number of UAE nationals among its staff, hence the creation of training initiatives like those in Western Australia.  Founded in 2008, the NDP had its first international posting in Australia during 2009, boosting career prospects for UAE nationals at both the experienced and student levels.

“This delegation won’t be the only ones who benefit from the secondment as this unique opportunity to learn about overseas practices and ethics has equipped them with knowledge that can be shared with co-workers back home, contributing to the further development of a talented local workforce and leaders of the future” adds Al Barwani.  “We are fortunate to have many self-motivated individuals in our organization, and this is but one of the ways for us to reward such leadership within our team.”

Fostering talent among younger UAE generations is one of the specific goals of the NDP, and has seen Ducab team up with a number of leading academic institutions across the country. The objective is to provide work placement training for UAE nationals from various leading colleges and institutions including UAE University, Higher Colleges of Technology (HCT), IAT and VEDC