Al Amal Industries (AAI) will soon mark its 20th anniversary.
The firm, which is part of the Omzest Group, has become a Gulf market leader in manufacturing a range of disposable baby diapers and feminine sanitary napkins, according to general manager Jean Pierre Delamora.
“Our brands — Super Al Jamil, Bunnies, Bumbums and Lovely – have become household names in the diaper market,” he says. “Softex and Al Hasna are popular sanitary napkin brands.”
AAI’s manufacturing facilities are situated in the Rusayl Industrial Estate campus. The company has two diaper manufacturing lines and one sanitary napkin line, and now employs more than 100 people.
Delamora says competition in the diaper industry has become fierce and is dominated by leading multinational brands.
“There are several other brands manufactured in the Gulf, which vie for market share,” he points out. “One of our most distinguishing strengths is our sound domestic retail distribution system. This has given us our competitive advantage in the domestic market.”
More than half of AAI’s volume comes from its exports, according to Delamora.
“We export to 25 countries and have established a strong presence on the Indian Subcontinent, the Gulf, Southeast Asia and North Africa,” he adds. “We export to places as far as Papua New Guinea. This year, we have added several new markets, including Yemen and Lebanon.”
AAI continues to score national accolades for its manufacturing efforts.
Delamora says the company has been awarded His Majesty’s Trophy for Industrial Excellence and that its aggressive Omanisation programme also earns international recognition for raising AAI’s Omanisation level to 65 per cent.
“We also have the distinction of earning ISO 9002 certification,” he notes. “This prestigious international quality rating is the result of adopting and implementing very stringent quality systems in a series of documented procedures introduced by the company over the past five years.”
AAI also bagged the “Most Aggressive Marketing Award” presented by the South East Asia Business Association, and is a Green Card holder from the Ministry of Social Affairs, Labour and Vocational Training.
Delamora says AAI has contributed significantly for the indigenisation of the consumer product industry in Oman and will continue to contribute to industry in the country.
