Super-Max to set up razor blade factory

Super-Max, the leading razor brand firm, plans to expand its business in the UAE following the opening of UAE’s first aerosol manufacturing plant in September.

By Muhammed Riaz Usman

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Published: Sat 21 Apr 2012, 11:27 PM

Last updated: Sat 4 Apr 2015, 7:20 AM

The company will set up a razor blade factory in Abu Dhabi as soon as it get permission from the relevant authorities, its top official said.

“This will be the first razor plant in the GCC from the group in the region,” Roky Malhotra, chairman of the Super-Max, told Khaleej Times on the sidelines of the group’s global convention held in Ras Al Khaimah recently.

The event was attended by distributors, partners, employees of the firm from all around the world. The ceremony was also witnessed the awarding of its patrons and partners from over 140 countries in a glittering and memorable event to celebrate their business success in the last year.

Malhotra said that the UAE’s first aerosol manufacturing plant will start operation in September this year.

“With the investment of $35 million, Super-Max has established the aerosole plant in the Ras Al Khaimah Free Zone, which is ready to start production this year,” he said.

He said the production from the RAK plant will be distributed in the Middle East and South Easian countries.Super-Max, the world’s number two manufacturer of shaving products, recorded 60 per cent jump in its global revenue last year due to strong demand of its products in the emerging markets. It is planning to make deep inroads into the fast growing global market for personal care products, which is expected to reach $35 billion by 2015.

Malhotra attributed the brand success to its partner and employees and said local authorities extended ‘unparalleled support’ to expand business in the country.

“This event is a wonderful opportunity for us to welcome our partners from around the world to a country that has become a shining dot on the global map. The authorities’ support has been unparalleled, giving us a great platform for growing our business and taking it to new heights,” he added.

He further said: “It is a great honour for Super-Max to host and bring together all our international partners to the UAE. We thank everyone who has been a part of the company’s success and expansion. Our management team, employees and our partners have all been imperative to our success.”

The event also marked Super-Max’s dazzling global annual awards dinner ceremony, in which partners and employees were honoured for their contribution in the company’s success. The evening also saw the unveiling of Super-Max’s line-up of products for 2012, many of which are industry first.

Ajay Bindroo, Group CEO said: “This event is the celebration of the support we have received from our distributors globally. The true catalyst of our success is our diligent team based across the world working relentlessly to realize our promise and commitment towards our customers.”

“Innovation and quality have been the hallmark of Super-Max. We will continue to lead the industry with our innovative products that would set new benchmarks,” he added.

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