RWI reveals new lines and corporate image

Rubber World Industries has launched a new branding campaign for the New Year

Shaikhani Group subsidiary, Rubber World Industries, has launched eight new products and a new brand image for 2011.

The company, which owns the Gulf-O-flex brand, has already reported a strong interest in the new range following previews at November’s The Big 5 exhibition.

The range includes insulation pipes, glue, tapes and adhesive insulation that have been used in several signature projects such as the Al Raha Beach development, Saadiyat Island and Yas Island in Abu Dhabi. The company also produces the HFC and CFC-free, closed-cell rubber insulation, Gulf-O-Flex.

The company’s products have a 56% market share in the Middle East.

According to managing director Muzammil Shaikhani, the new brand image depicts the “growth dynamism, diversity and values that RWI is known to represent”.

In October, the company set targets to deliver US $10.9 million worth of products to customers across the GCC by the end of 2010. Shaikhani predicts sales will grow a further 25% on the back of the new campaign.

“The reception of the new products has been good and we have taken many orders; it seems people have been waiting for products like these. We are also marketing exports and sales are strong with products going to all of the GCC and African markets,” Shaikhani said.


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