Alu Nasa, a subsidiary of Qatar-based Salam International Investment Company, expects to see its turnover surging 42 per cent this year in its aluminium cladding and associated business, thanks to an unprecedented boom in the local construction industry.

The company registered a turnover of QR 28 million ($7.6 million) in 2004 and expects the figure to rise to QR 40 million by the end of this year. In 2003, the company reported sales of QR22 million. The company specialises in the design, fabrication and installation of aluminium cladding, curtain walling, skylights, aluminium doors and windows, among other services. It counts its core business as the manufacture, supply and installation of these high-quality aluminium products to prestigious commercial and architectural projects
Business has seen a surge in recent months not only because of the growth in general construction products but also because of special events such as the 15th Asian Games.
“The recipe has provided the groundwork for a flood of new projects to descend upon Qatar, which is now faced with the mammoth task of completing a host of challenging construction projects in a relatively short time,” Salam International corporate marketing and communications manager Nadine J Fattaleh-Al Shaa says.
The project offerings have drawn the attention of major players around the world who consider coming to Qatar to share in the development. This has ushered in an era of greater competitiveness among local companies who have to imbibe new technologies to survive in the business. Otherwise, says Fattaleh-Al Shaa, “they will be left with small jobs to execute while the large players get away with the lion’s share.”
Alu Nasa has not let that happen. The company is dedicated to maintaining quality standards and raising its technical strength from time to time as well as updating equipment and providing markets the kind of products they would need.  It has a technical department with nine highly qualified engineers capable, it says, of providing solutions to complicated projects. This attention to quality has placed Alu Nasa in an advantageous position in winning contracts.
The company claims it has a market share in Qatar exceeding 20 per cent in top-end aluminium works. Its customers include the leading contractors in Qatar who are engaged in projects for the upcoming Doha Asian Games, Education City, New Doha International Airport and other high-quality real estate projects and developments.
Specifically, it has completed some of the most prestigious projects including Hamad Aquatic Centre, Buruq Retail Complex, Al Asmakh Tower, Doha Tower, Mercedes Car Showroom and Doha International Airport. The list also covers Qatar Insurance Company, Racing and Equestrian Club, Khalifa Sports Academy, Qatar Scientific Club and the International School of Chouefat, among others.
The company is currently operating only in Qatar, and Fattaleh-AlShaa says the current business plan does not see it venturing into other GCC states.
To exploit business opportunities in Qatar, Alu Nasa signed an exclusive agreement in 2004 with Schuco, one of the world’s leading aluminium system suppliers, to market its systems in Qatar. Another development at Alu Nasa is the extension to its factory which is ongoing and which will create an additional area of 3,000 sq m. The extension will be equipped with the latest state-of-the-art CNC fabrication machines for aluminium and cladding as well as a new double-glazing line.
Fattaleh-Al Shaa stresses that the company operates within Salam International’s corporate strategy, which she says is based on achieving profitable growth in core businesses. It does this by seeking to grow both organically and through mergers, acquisitions and joint ventures.
“Historically, we have been seizing opportunities to profit,” she says. “The new business strategy is still based on the same platform but more strategically oriented. Our corporate strategy is anchored by a solid strategic planning process that enables entrepreneurship of management in a performance culture that rewards performers.”
Salam International now owns and manages 16 business units in such diverse fields as consumer services, information technology and communications, industrial engineering, oil and gas services, technical services, fabrication, style and furnishing, contracting and project management. In addition to Alu Nasa, the group has another manufacturing subsidiary, Gulf Industries – Catering & Refrigeration Equipment.
The group’s operations extend to the other Gulf states, Jordan, Lebanon, Syria and these will possibly further extend to the pan-Arab area in course of time.
Salam International has more than 8,000 shareholders, a large majority of whom are Qataris, and its shares are traded on the Doha Securities Market and available to non-Qataris but with a maximum limit of 25 per cent.
It has just received approval from the Emirates Securities Market Authority to have its shares traded at the Dubai Securities Market (DSM). “In doing so,” says Fattaleh-Al Shaa, “Salam International will be the first Qatari shareholding company to be incorporated for trading at the DSM.”
It was way back in 1952 when the Salam organisation’s founder, Abdul Salam Abu Issa, opened the first studio and film processing laboratory in Doha named Salam Studio just two years after his arrival from his birthplace Palestine. Not long afterwards, a store was added and the establishment was named Salam Studio and Stores. The business flourished and similar outlets were opened in the UAE and Oman. Within a few years, Salam’s operations encompassed studios, stores and companies for wholesale, retail merchandise and services serving the entire region under the umbrella of Salam Holdings. In June of 2002, Salam Holdings merged into Salam International Investment Limited, a Qatari public shareholding company. Its turnover was QR407 million in 2004.
Having already accomplished much, the company is not resting on its laurels.  Says Fattaleh-Al Shaa: “We have a firm commitment towards growing in the areas of oil and gas projects and businesses, real estate development, communications and technologies, consumer products and services, contracting, fabrication and manufacturing.”