Detergent factory to be established in 2 years
[2008-4-1]
The global objective is not to leave even one per cent of the market untouched and to reach out to maximum consumers.
Alkarim (Al) A Rajwani, General Manager and Vice President of P&G Arabian Peninsula, says the idea was to target those consumers who could not afford to buy larger versions of the same products and yet desire to be part of consumers who used quality products.
He said: “The macroeconomic outlook is very encouraging as the income level of Pakistan is increasing and commerce is thriving, yet we see that affordability is a big issue in rural areas of the country.
P&G is constantly trying to reformulate and introduce new products to fit the needs of local consumers as we don’t want the price to be a burden for the people here.”
Rajwani informed his company was the pioneer to introduce small sachets for various consumer products in Pakistan.
“This way, we get to reach out to the lower income group levels and at the same time offer trial packs for those consumers who want to try our product for the first time and are hesitant to buy a bulkier version,” he said.
The P&G general manager said that he ensures sound investment in research and development to better understand how local needs and demands can be met. “A strong partnership with trade customers, from small stores to large hypermarkets like Makro help to withstand competition with other brands and keep us grounded on the number one spot,” he delineated.
P&G has twelve consumer brands in the country of which Ariel and Pampers are the most successful ones and incidentally, the multinational enjoys top market share in disposable diapers and feminine hygiene products.
“We have invested over six billion rupees since we started operating in Pakistan back in 1991 and I see potential here as I am a firm believer that emerging markets like Pakistan would overcome the established markets of the West,” he voiced his views.
To elaborate his point further he spoke about the detergent factory that is to be set up in the area of Port Qasim over 25 acres of land. It is hoped to be operational within two years. He expatiated: “Apart from this detergent factory, we would also introduce an additional line for our soap manufacturing plant that already exists in Hub area and we would be launching new brands to add on to the small brand portfolio here while also working on a plan for an effluent water treatment plant.”
The GM elucidated there were many questions marks that were raised by his head office when these investment plans were informed there.
But I asked them not to worry and go ahead with the investment plans as the future of the country is very bright,” he spelt out.
“We are going through a rough patch but we will overcome it as the people of the country are amazingly hardworking, dedicated and resilient,” the GM commented.
Originally from Tanzania and currently based in Jeddah with a chemical engineering degree from the University of Calgary, Canada, he has been associated with P&G for almost 27 years and has traveled widely along with the multinational.
He stated that one school in Muzaffarabad was already operating successfully where currently 1,151 students have been enrolled and ranked 4th in AJK in scholastic achievement.
“I am proud of this accomplishment as we are equally concerned about our consumers. It’s not just about products all the time, he said. If we do our bit for the society then brand loyalty is ensured anyway as eventually that’s how they reward us,” Rajwani added.
Alkarim (Al) A Rajwani, General Manager and Vice President of P&G Arabian Peninsula, says the idea was to target those consumers who could not afford to buy larger versions of the same products and yet desire to be part of consumers who used quality products.
He said: “The macroeconomic outlook is very encouraging as the income level of Pakistan is increasing and commerce is thriving, yet we see that affordability is a big issue in rural areas of the country.
P&G is constantly trying to reformulate and introduce new products to fit the needs of local consumers as we don’t want the price to be a burden for the people here.”
Rajwani informed his company was the pioneer to introduce small sachets for various consumer products in Pakistan.
“This way, we get to reach out to the lower income group levels and at the same time offer trial packs for those consumers who want to try our product for the first time and are hesitant to buy a bulkier version,” he said.
The P&G general manager said that he ensures sound investment in research and development to better understand how local needs and demands can be met. “A strong partnership with trade customers, from small stores to large hypermarkets like Makro help to withstand competition with other brands and keep us grounded on the number one spot,” he delineated.
P&G has twelve consumer brands in the country of which Ariel and Pampers are the most successful ones and incidentally, the multinational enjoys top market share in disposable diapers and feminine hygiene products.
“We have invested over six billion rupees since we started operating in Pakistan back in 1991 and I see potential here as I am a firm believer that emerging markets like Pakistan would overcome the established markets of the West,” he voiced his views.
To elaborate his point further he spoke about the detergent factory that is to be set up in the area of Port Qasim over 25 acres of land. It is hoped to be operational within two years. He expatiated: “Apart from this detergent factory, we would also introduce an additional line for our soap manufacturing plant that already exists in Hub area and we would be launching new brands to add on to the small brand portfolio here while also working on a plan for an effluent water treatment plant.”
The GM elucidated there were many questions marks that were raised by his head office when these investment plans were informed there.
But I asked them not to worry and go ahead with the investment plans as the future of the country is very bright,” he spelt out.
“We are going through a rough patch but we will overcome it as the people of the country are amazingly hardworking, dedicated and resilient,” the GM commented.
Originally from Tanzania and currently based in Jeddah with a chemical engineering degree from the University of Calgary, Canada, he has been associated with P&G for almost 27 years and has traveled widely along with the multinational.
He stated that one school in Muzaffarabad was already operating successfully where currently 1,151 students have been enrolled and ranked 4th in AJK in scholastic achievement.
“I am proud of this accomplishment as we are equally concerned about our consumers. It’s not just about products all the time, he said. If we do our bit for the society then brand loyalty is ensured anyway as eventually that’s how they reward us,” Rajwani added.
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