Bahra Cables Company, which began commercial operations in the first half of 2009, is poised to capitalise on a wave of optimism and is expecting a doubling of production and a big increase in the sales turnover this year.
It also plans to introduce new products in medium voltage and high voltage.

Chief executive officer Talal Idriss foresees Bahra Cables becoming a major partner in the current construction boom in the GCC area and extending its reach beyond that region saying there is evidence of strong interest in markets outside Saudi Arabia.

That development could see Bahra Cables’ sales turnover exceeding SR800 million ($213 million) in 2010, Idriss says. In 2009 when the company operated for less than nine months, sales were about SR250 million.

Idriss also says production volumes could rise to 1,200 tonnes of copper and 4,000 tonnes of aluminium.

The company’s facilities use German technology to produce building wires, low and medium voltage cables, high voltage cables and special building wires designed for protection during a fire.

Its building wires are produced to THNN-THWN – UL 83 with conductor sizes starting from 16 AWG and going up to 8 AWG.

The company’s other building wires have been designed to IEC 60227 and BS 6004 for sizes 1.5 sq mm and above.

The company’s low voltage power cables with PVC and XLPE insulation meet IEC 60502 -1 and BS 5476 standards .

Medium voltage cables conform to IEC 60502-2 for 18/30 (36) kV and to BS 6622 for 19/33(36) kV.
The high voltage cables are designed for levels up to 69 kV and meet the standards of IEC 60840 and ANSI/ICEA S-108-720 with conductor sizes up to 1,200 sq mm.

For protection during a fire, Bahra Cables produces building wires conforming to BS 7211, low voltage cables (BS 6724) and medium voltage cables (BS 7835).

“In 2010, we will be introducing new medium voltage cables and high voltage cables up to 480 kv and conductor cross sections bigger than 2,000 sq mm,” Idriss said.

Currently the fastest selling products are certain categories of building wires and low voltage power cables with PVC and XLPE insulation to IEC 60502 -1 and BS 5476.

“We have incorporated state-of-the-art production lines to bring forth the highest quality of finished products. The design, system and management are supported by German technology,” said Idriss.

“All of the plant’s machinery is imported from Europe. The core technologies in Bahra Cables’ production processes, material applications and logistic procedures were provided by German experts and the key functions are being managed by German engineers. Bahra Cables is using the latest German technology which allows more production at lower cost.”

The company has deployed the ERP and manufacturing execution system Advaris software for its ERP and manufacturing execution system.

Capabilities

The factory occupies an area of over 200,000 sq m in Bahra Industrial City, 25 km from Jeddah. It has capability to produce building wires of 4,500 tonnes per year (tpy), low voltage copper, 25,000 tpy; overhead lines, 9,000 tpy, and medium voltage cables, 7,200 tpy.

Cables made by the company

In a major endorsement for its quality processes, the company received the KEMA certification for its range of 0.6/1 kV power cables. Netherlands-based KEMA Quality BV is an independent authority in quality testing and certification of power distribution and electrical equipment.

It has also received the Saudi Arabian Standards Organisation (SASO) certification for its building wires products ranging from 450 to 750 volts and power cables, 1 to 3 kilo-volt.

“With strong infrastructure and a solid business model, Bahra Cables has established itself as a regional supplier and is rapidly extending its network overseas having seen strong interest in several areas outside Saudi Arabia,” commented Idriss.

“The export policy, guided by foreign consultants, has been competitive and successful. Rigorous market research has helped the company to slowly penetrate overseas markets.”

In the months following the start of operations in March 2009, the company was able to achieve exports of SR2 million mainly to the GCC region, North Africa and Yemen. Total sales that year were SR50 million.
The company is exploring opportunities in Algeria, Morocco and India.

One of its major overseas projects was Dakar International Airport in Senegal. Within Saudi Arabia it delivered cables for King Saud University, Princess Noura University, the Hajj terminal at Jeddah Airport and the Ministry of Water and Electricity’s 2,000 MW project in Riyadh called PP10.

Bahra Cables’ shareholders are CPC and Electric House.

“Bahra Cables is contributing to the region’s economic progress while supporting the Saudi economy. We will continue to play a catalyst’s role for the continued economic development of the country and the other areas it serves,” said Idriss.