German paints major hosts Iraqi contractors in product familiarisation sessions in Dubai as part of push into new territory
Global paints specialist Caparol Paints recently signed a series of partnership agreements with contractors from Iraq to increase its market reach in the country.
The signing followed the German paints company hosting the contractors from various parts of Iraq at its Dubai facility this month to provide them with firsthand experience of Caparol’s paints and techniques. According to a statement by the company, the contractors were given insights on the strength of the brand, various Caparol paint techniques and the paints that will be ideal for the Iraqi market.
Caparol said it showcased its products, including Dibson, Texture and Stone, to the Iraqi contractors, who were also provided training to understand the company’s various decorative paints and their uses, including ArteTwin, Makhmalia, Armareno, DecoLasur, ArteLasur, Stucco Di Luce and Metallocryl interiors.
The initiative was part of Caparol’s growing interest in the region and its aim to increase its reach across the Middle East. With the aim to market Caparol across Iraq, Caparol will also participate in an industry event in November to showcase its products to a larger audience in Iraq, said the statement.
Mowaffaq Balish, commercial director, Middle East, at Caparol Paints, said: “It was a pleasure to host the delegation from Iraq. As we aim to increase our reach in the Middle East, Iraq has been our major focus. We aim to penetrate the market further and carve a niche for ourselves. Our growth in the UAE has helped us explore various other markets in the region and hosting the contractors has been an extremely important step in reaching out in the Iraqi market.
“At Caparol we focus on knowledge sharing and its importance for growth. Our understanding of the interiors and paint industry in the UAE and Middle East has only grown stronger over the years. Through this exercise we have also educated them on the various paints we have at Caparol and their applications. Having developed our product range in-house with an up-to-date research and development team, we believe that providing insights into the industry to our peers is a great opportunity for us.
“Our interest in the region lies in being able to reach across markets and provide our paints and expertise to the interiors and paints industry. We hope to further strengthen our relations with contractors in Iraq and increase our reach.”