Super-Max sees continued profits in Middle East

Dubai/Muscat: Super-Max, the world's second largest brand of razors, has reported an average growth rate of 30 per cent in the Middle East region.

Speaking to Gulf News, Ajay Bindroo, Group CEO of Wesley International Ltd, global distributor of Super-Max, said that "in the last fiscal year alone, the company, which has a presence in 140 countries, has grown globally by 60 per cent from the last fiscal year with aggressive growth particularly in its disposable razors business."

As the second largest shaving brand in other GCC countries Super-Max has 41 per cent shares in Bahrain, 31 per cent in Saudi Arabia, 24 per cent in UAE and 13 per cent in Kuwait. The brand is also the market leader in Oman within five years of commencement of operations and continues to enjoy market leadership with a volume share of 48 per cent as of 2009.

Following its success in the region, Super-Max recently relocated its global distribution headquarters from London to Dubai. The new facility which has been built with an investment of over Dh100 million is due for completion in 2011.

Commenting on the move, Bindroo said, "Dubai is considered among the most advantageous platforms for business and development in the world today. Our move from London to Dubai is a strategic decision based on the lucrative opportunities offered by this market. Dubai has the key resources to channel our growth and expansion across the globe. Super-Max has made a geographical leap to Dubai with the assurance to kindle unprecedented growth in this region and worldwide."

Super-Max products have been available in the Middle Eastern markets since early 1990s in the wholesale channel. However the branded distribution to modern and retail formats started in 1997 in Oman and soon after in other GCC countries.

Bindroo said that Super-Max is aiming for a 60 to 70 per cent growth this year and plans to expand by building a new plant in Mexico.

"Super-Max is the fastest growing brand in Oman. The key factors to its success in Oman are focused distribution with 100% key account penetration (supermarkets and hypermarkets) and excellent visibility while maintaining particularly high quality standards," said Ajay Bindroo, Group CEO of Wesley International Ltd, global distributor of Super-Max.

He said Super-Max's rapid growth was a result of in-depth understanding of the local market.