Fine Hygienic Paper, FZE, a leading manufacturer of hygienic paper in the UAE, says innovation and quality have been the key to its success.

The company has been achieving remarkable growth every year, especially during the past two years as it launched a new range of products including the Fine Touch facial, kitchen and toilet rolls. The Fine Touch range mainly targets the upper segment of the market, says Peter Janho, company general manager.
Its other recent products include the Collection range of toilet and kitchen rolls. “We always aim to exceed customer satisfaction by providing them with the highest quality and competitive edge such as SteriPro.  SteriPro – sterilisation pro-cess – is the technology Fine uses to sterilise every tissue before packing, making it more hygienic to the customers,” says Janho.
Fine also launched wet wipes such as Bakhour, Rose and Musk. It announced recently the launch of its new and improved Cinderella sanitary napkins. The contoured napkins launched in a new package design come with better side channels to provide greater comfort, protection and adhesion.
Operating from the Jebel Ali Free Zone, the company started operations in the UAE in 1989. Its manufacturing facility, built at the cost of Dh 20 million ($5.44 million) and spread over 15,000 sq m, became operational in 1991.
“The UAE’s growing population is leading to an increase in demand for Fine products. Customers are becoming aware of our products and also of our brand and its consistency of quality and innovation,” Janho says.
The official said the company had a “great start” this year and more launches were expected before the end of 2006.
Fine is part of the Nuqul Group of companies, which was founded in 1952 by Elia C Nuqul, current CEO and chairman, and has its headquarters in Amman, Jordan. The group brings together 27 regional and global companies, 5,700 employees and exports its products to over 45 markets worldwide.
 “When the Nuqul Group started operations in the early 50s there were no reliable statistics on the size of markets or their disposition. The founders’ experience and constant injection of new ideas and young talent helped the group’s business and commercial activities to gradually expand and flourish,” recalled Janho.
The Fine range comprises facial tissues, baby diapers, pocket tissues, wet wipes, baby wipes, baby training pants, sanitary pads, adult briefs, kitchen towels, toilet rolls, C-fold paper towels, jumbo rolls, liquid soaps, coasters, drinking straws, table napkins and related dispensers. 
Janho says Fine seeks to expand into additional markets beyond its presence in the UAE, Jordan, Egypt, Lebanon, Saudi Arabia, Sudan and Yemen. The company has distributors in the lower Gulf.
The company sources its raw materials such as pulp, tissue, tape laminate, glue, SAP, printed boxes, PE film, and core board in diverse markets ranging from Europe to the Middle East and the Far East.
One reason why Fine has maintained customer trust is its efforts in developing human resources for higher efficiency and better products. It invests around three per cent of its sales revenue on training, believing that there’s no end to the learning process. It frequently organises training courses for its employees and management and some are held on subjects such as team building, time and stress management, merchandising skills, working towards bottomline results, negotiating with results, leading with assertiveness and coaching and projecting and living market leadership.
A regional office for the rest of the Nuqul Group also operates at Fine FZE. The office caters mainly to the global market and offers luncheon meat, tissue jumbo rolls for conversion, extruded aluminium profiles, printed and flexible packaging materials, synthetic sponge, floral foams, polyethylene bottles, caps, bags and agricultural films, fire fighting systems and safety equipment, security, access control systems and seamless pipes.