Aujan Industries, the largest privately owned beverages firm in the Middle East, is on target to reach a landmark $1 billion in total sales next year, its president and CEO Kadir Gunduz has said.

Towards that end, the company will grow its sales in the export markets, Gunduz said.

“2011 will be a year of transformation and acceleration for the group, transformation in terms of our business structure as we build scale in new priority markets such as Syria, Egypt, Iran, India and Malaysia, and acceleration in terms of our expansion,” said the official. “We require accelerated growth, as competition in all our markets is increasing every day. Accelerated growth will enable us to gain a better competitive position.”

Powerhouse hopes

Gunduz: 2011, year of transformation

Gunduz added: “I am confident that as we continue to gain momentum, continue to adapt our business to ever changing market dynamics and continue to deliver results, Aujan will become the region’s first international beverage powerhouse.”

Overall Aujan Industries is aiming at sustaining a +20 per cent compound annual growth rate (CAGR) that it has consistently delivered over the past five years.  To meet the target, the company is undertaking an aggressive strategy of global expansion and further gains in market share across the Middle East, North Africa and South Asia (Menasa) region with a focus on emerging markets. 

The Middle East’s number one juice brand, Rani, leads brand sales, with increases of 23 per cent in value year-on-year. Its Vimto cordial sold 29 million bottles in the GCC region in 2010 and currently accounts for more than 90 per cent of the regional cordial market. The company’s Barbican brand also grew in terms of footprint and product range with its introduction in the Iranian and Egyptian markets. Aujan has also introduced a cans range to its portfolio.

New plant
A new plant is planned for 2013 to handle increased consumer demand for its products in addition to the investment of more than 100 million euros ($139.5 million) to expand capacity and modernise infrastructure at Aujan’s current plants in Dubai, Tehran and Dammam.  The new initiatives are projected to increase output capacity by as much as 40 per cent.

Aujan Industries, established in 1905 and ranked among the top 100 companies in Saudi Arabia, took part in Gulfood 2011. Operating in more than 50 countries, it has more than 2,500 employees and a turnover of over $800 million.