FINE, the market leaders in hygienic paper industry in the Middle East, was recently awarded the Superbrand standing at a glittering award ceremony organised in Dubai by Superbrands Middle East to recognise the UAE’s strongest brands. The Superbrands standing was awarded to FINE after having met the challenging criteria set by the Superbrands Council.
The Superbrands awards are held in many countries around the world and dubbed globally as the ‘Oscars of Branding’. For FINE, this recognition follows closely on the Best Toiletry Product of the Year recognition it won at the recent Retail News Middle East Awards 2006.
Commenting on the achievement, Peter Janho, FINE’s Chief Area Officer - Arabian Peninsula and Iran, said, “Being awarded the Superbrands status is a recognition of our standing in the region, and is a reflection of the international appreciation of our achievements and also our understanding of the needs of a diverse, cosmopolitan consumer base.”
“FINE’s relentless commitment to quality and customer satisfaction has today made the brand synonymous with hygiene. Being chosen as one of the best brands in the UAE by a prestigious organisation lends further credibility to our overall image as we look to strategically extend our market presence in the region,” Janho added.
The Superbrands organisation is committed to the cause of promoting outstanding brands and the discipline of branding in the region. The Superbrands Council, comprising some of the leading names in UAE business circles, evaluates all brands along predetermined scoring criteria, and awards Superbrands status to top scorers. Most of the selected brands also appear in the Superbrands UAE book, which traces the history and achievements of each and every leading name brands.
FINE has recently managed and organized an expansion plan which aims to create major distribution centers outside Dubai. It is also looking to commission new production lines as part of its expansion strategy. FINE currently has an established presence in most of the Middle East countries including Jordan, Egypt, Lebanon, Saudi Arabia, Yemen, Sudan and the UAE, and also in the USA.
FINE’s main products include facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads. FINE's manufacturing unit at the Jebel Ali Free Zone in Dubai which is equipped with state-of-the-art equipment and facilities, and employs around 300 highly-skilled staff.
About FINE
FINE is the brand name of a wide variety of products produced by the Nuqul Group's FINE Hygienic Paper Companies, spread across the Middle East, with its headquarters in Jordan. A market leader in the hygienic paper industry in the Middle East, FINE today is synonymous with 'paper tissue'. The company is committed to maintaining the highest standards of quality in all aspects of production. This commitment to excellence is manifested in its factories, which are equipped with state-of-the-art machinery, highly qualified and experienced staff, and the determination to continually improve on and upgrade production facilities.
Other brands that the company markets include Finies, Lido & Super Baby Fine (baby diapers), Lady Fine and Cinderella (feminine sanitary napkins) and Smile & Lido (facial tissue & toilet rolls). Products under the Fine name include kitchen towels, jumbo rolls, adult briefs, and wet wipes.
About Nuqul Group
The Jordan-based Nuqul Group is one of the region’s leading industrial conglomerates. It brings together 27 regional and global companies, 5,000 employees, and exports its products to over 45 exports markets worldwide.
