While global businesses emerge as an aid to economic progression, the quality of the products and services tends to be noble. The reinvention of the prime technology assisting services stabilize the upcoming trends and has been playing an essential role in the outstanding growth worldwide.
To appease the greater valuation of the nations, the infrastructure that amends the unique aspirations inside the in-house visionary’s subconscious helps in ideating and catering to the varied industries globally.
While conceding the multi-industrial influence, the progressive visionary organization that has emerged with higher authorization is Gulf Extrusions, providing domestic and international amenities to enhance the global aluminum industry.
The crown charm—Christian Witsch, CEO of Gulf Extrusions, has committed to the greater cause by supplying exceptional aluminum extrusion, impacting the various industries with its products and services to the world.
What could be its exclusive product and services?
Let’s dig into the interview to find out.
Please brief our audience about your company, its USPs, and how it is currently positioned as a leader in the manufacturing industry.
Established in 1976, Gulf Extrusions is a leading aluminum extrusion company that is part of the dynamic multi-industry conglomerate Al Ghurair Group. The company caters to a wide range of industries both domestically and internationally, including the architectural, industrial, construction, and automotive sectors.
With two production facilities in the UAE and more than 45 years of experience in aluminum extrusions, 750 skilled employees, and exporting to more than 40 countries, Gulf Extrusions is well positioned as a top player in the global aluminum industry.
The company resources include its six presses, one of which is the largest in the MENA region, and a highly skilled team of specialists. We have a production capacity of approximately 70,000 tons of extruded aluminum that includes 31,500 tons of powder coating finishing, 9,000 tons of anodizing finishing, and 40,000 design profiles, many of which are bespoke.
What are your distinct offerings, and how do they impact the Middle East’s Manufacturing Industry and your clients?
Being a name that is synonymous with high-quality, specialized services, Gulf Extrusions has earned a reputation both regionally and internationally as one of the most innovative and reliable aluminum extrusion companies.
The company prides itself on its technical expertise and ability to produce high-quality complex and difficult profiles, which differentiates us from the market.
The primary industries we supply to in the region are architecture and construction.
The tallest building in the world, Burj Khalifa, has a lot of aluminum in its façade, which we are proud to have contributed to in terms of the realization of its LED screen. There was no other company who was asked that knew how to fix the screen on the Burj, but Gulf Extrusions extruded and anodized the profiles used. This was done in the span of a month, which is a very short period of time for that kind of megaproject.
Another example is the Dubai Frame. When you look at it and see its shining, beautiful, and golden appearance, the aluminum products which make up its façade have all been anodized here at Gulf Extrusions. The gold shine is our touch on the Dubai Frame, and we are proud to be a part of this fantastic landmark. When you drive down cities in the region, you see buildings with our products everywhere, so we are a part of the landscape. When you look at the metro stations as well, we have been significant suppliers to all of them. We have contributed to so many prestigious projects all over the UAE that the list is endless – projects such as the Louvre and others in Abu Dhabi and many projects around the Emirates have been built with our products.
We also have a proven, fantastic track record of exporting superior automotive products to some of the best-known global names, where we have been chosen for our capabilities and excellence. Also, in products like the slit pneumatic cylinders, we are the sole suppliers for leading names abroad.
Being an experienced leader, share your opinion on how adopting modern technologies has impacted your industry and how your company is riding the technology wave?
With a philosophy to remain top of mind for various stakeholders in the aluminum extrusion industry through a combination of innovation, business know-how, and cost-effectiveness, Gulf Extrusions works closely with its clients to develop new applications and create value-added services.
We believe in systematically implementing international standards for achieving excellence in all areas of our business and operations. From the development and incorporation of cutting-edge technology to the creation of forward-thinking strategies, we thrive on innovating new solutions, seizing opportunities, and raising the standards across everything we do in all our business departments.
Considering the pandemic crisis, what is your future strategy to manage the company’s operations?
Gulf Extrusions places the highest priority on the health and safety of its employees, their families, its customers, and the broader community. The UAE has set an example for precautionary and preventive measures against COVID-19.
Our team did an amazing job, the sales team was able to get orders even during the pandemic, and all of our departments worked together to optimize the processes. We also merged a second new factory in Abu Dhabi into our portfolio, so now, with two factories, we have increased our capacity to more than 70 thousand tons. Furthermore, we have the biggest anodizing line, which can do up to 14-meter-long anodized profiles, which is needed by many customers. We are also doing powder coating and lots of fabrication activities, thus, offering full-service solutions to our customers.
How do you envision scaling your organization’s operations and offerings in 2022 and beyond?
After the pandemic, we have noticed an increased focus on sustainable solutions required on a global scale. This reconfirms our long-term strategy and provides us with an excellent business outlook for the next decade. At Gulf Extrusions, we focus heavily on our environmental footprint, as it is becoming increasingly more important, especially with CO2 legislation across the world.
In line with our customers’ sustainable requirements, innovation is the cornerstone of Gulf Extrusions’ success in providing a wide range of state-of-the-art products and services which meet the needs of today’s customers worldwide.
Furthermore, the company’s focus on research and development is also a significant contributing factor. We are looking to enhance our market share outside the UAE; we have reached North America, Canada, Australia, Europe, and the Levant. We are expanding in Africa and Egypt with more projects there year after year.
In the automotive area, we are now allowed to supply to OEM companies directly, so we are directly providing the insulation of cars and structural car elements.
We have the most modern, technologically advanced state-of-the-art plant in the GCC with an extremely high degree of automation and with one hundred percent process control. The extrusion management system is tailored and ensures consistent good quality production; we have a fixed recipe for all the products and especially safety-critical ones.
We also have full in-house simulation capabilities. When we get a customer product, we make capability studies. In these studies, we make a full simulation of the extrusion process of the new product, which is something not many companies in the world can do. This gives us the ability to grant an extremely high degree of security to the customer that we are capable of delivering the product in accordance with their specifications.
What would be your advice to budding entrepreneurs who aspire to venture into your industry space?
The aluminum industry is part of a dynamic and ever-changing market, where new challenges are constantly arising.
To maintain your quality operations and competitive advantage, we advise entrepreneurs who aspire to venture into the industry space to use a systematic approach of lean manufacturing principles and capital improvement projects to significantly improve their productivity through eliminating waste, higher process efficiency, standard cycle time and reduced material costs, like what we do here at Gulf Extrusions.
Please give us a few testimonials of your clients/customers and a list of awards/recognitions that accurately highlight your organization’s position in the market.
Gulf Extrusions is the first extrusion company in the GCC region to receive the Emirates Quality Mark Certification from the Emirates Authority for Standardization and Metrology.
The company is ISO Certified: ISO 9001:2015 in Quality Management, ISO 14001:2015 in Environmental Management, IATF 16949 in Automotive Quality Management, ISO 45001:2018 in OH&S, ISO 18001 in Occupational Health and Safety, and ISO 50001 in Energy Management.
Furthermore, Gulf Extrusions has won the prestigious MRM Award for the Manufacturing category for 2017, 2018, 2019, and 2021. The company also won several awards in the last years for Green Sustainability by being able to reduce 50% of CO2 emissions in comparison to exploiting primary aluminum.