Fine Hygienic Paper FZE has augmented its product range with the introduction of Fine Living, a range of high-grade sterilised facial tissues in exclusive designer packs.

The Fine Living series is available in packs of five individually designed boxes that depict artistic visuals. “The attractive packs are designed to appeal to Fine’s discerning customers and complement their lifestyle,” said Peter Janho, the company’s general manager.
“The Fine Living series is part of our strategy to create a new lifestyle-oriented product. The series has been created with a home/kitchen theme in mind and the product comes at a time when discerning consumers are seeking out unique products that carry exclusive designs to express their individuality,” said Janho.
Fine continues to place great emphasis on hygiene while manufacturing its products, the company said. The tissue used for the Fine Living range is of the highest-grade quality. Additionally, these have passed through  SteriPro (sterilisation process), which certifies that the tissues inside every box have been sterilised before packing, according to the company.
“Fine is the only company in the Middle East to offer consumers sterilised facial tissues, introduced earlier this year. It follows years of research and development and underlines Fine’s commitment to offer only the most hygienic products to our customers,” said Janho.
“Undoubtedly, expectations are high. We expect this product to cater to the individual tastes of the upper class market. It is a niche product. It comes at a time when discerning consumers are seeking out unique products that carry exclusive designs to express their individuality.
“Our competitors do not have a targeted niche product such as the Fine Living range in the market currently. Additionally we have the sterilisation advantage.”
The Fine Living range joins a number of products manufactured by the company. Major retail products offered are facial tissues, baby diapers, sanitary pads, pocket tissues, wet wipes, baby wipes, baby training pants, adult briefs, kitchen towels, toilet rolls, table napkins, drinking straws, mediroll towels and medipads.
The hotel and catering range includes toilet rolls, kitchen towels, C-fold paper towels, jumbo rolls, liquid soaps, coasters, drinking straws, table napkins and related dispensers. A host of customised orders and special services are also taken up on a regular basis.
Fast-moving products are facial tissues, baby diapers, sanitary pads, pocket tissues, kitchen towels and toilet rolls (all in the retail range) and   toilet rolls, kitchen towels, C-fold paper towels, jumbo rolls and coasters in the hotel and catering range.
Fine FZE was established in 1989 and has been operational since 1991. The over Dh20 million ($5.4 million), 15,000 sq m environment-friendly facility has sections for storing raw material and finished goods in addition to the factory floors.
Janho said exports accounted for 30 per cent of the total turnover and that sales this year could overtake last year’s figure by at least 10 per cent. Exports go to all GCC states, except Saudi Arabia where Fine operates several factories, as well as to the Indian subcontinent and Africa.
Discussing expansion plans, Janho said the company aimed to create major distribution centres outside the Jebel Ali Free Zone. “Several new production lines have also been planned for commissioning as part of our expansion programme. We expect the planned complexes to effectively serve the hygienic paper demands of the GCC (except Saudi Arabia), the subcontinent and Africa in addition to several other export markets for the next seven to 10 years.”
Fine completed a major expansion in May 2000. “Within four short years we have found that it was hardly sufficient to meet the ever-increasing demands of a rapidly growing local and international market,” said Janho.
The company stresses it accords top priority to quality assurance, saying all lines have QA inspectors and production is constantly monitored with random product tests at Fine’s QA lab. The lab also has a microbiology section that checks tissue products for bacterial growth. “The recent introduction of SteriPro to the Fine range of tissues is a testimony to our commitment to raise the bar when it comes to hygiene issues,” said Janho.
“Further, our search for continuous improvement in all spheres of activity led to simultaneous certifications to the ISO 9001 & 14001 standards in April 2000. The achievement is unique because Fine FZE became the first company in the region in its line of business to attain a dual certification. In 2003 we upgraded our quality management system by certifying to the ISO 9000: 2000 version.”