Business & Money | Tuesday 12 May, 2015 12:19 am |

With over 140 years of success and innovation, Henkel has carved a niche for itself globally – both in brands and technologies. The company already holds leading market positions in the consumer and industrial sectors across the globe and has been pushing the boundaries of innovation.

As it continues to reinforce this leadership in the Middle East and Africa region, Henkel is committed to set new benchmarks in excellence with its state-of-the-art innovation and research capabilities.

One of the key steps in this direction was the inauguration of the Henkel’s innovation centre in Dubai in November 2013. Recently, Henkel conducted a media roundtable conference, where business and innovation editors were invited to take a tour in the center. The initiative was aimed at highlighting the strategic benefits that Dubai offers as a business hub.

The Media Roundtable was headed by Ashraf El Afifi, President of Henkel IMEA and Corporate Senior Vice President of Laundry & Homecare Middle East/ Africa, and Erdem Kocak, President - GCC. Moncef Barhoumi, Director, Research and Development and Head of R&D MEA, Laundry & Home Care showed visitors around the Centre, giving them an opportunity to experience the latest technologies on offer.

The hi-tech lab is equipped with a simulated environment for component testing and the latest technology along with expert engineers and lab researchers to help improve and develop products to match the consumers’ needs in the region. The lab was built over a period of 18 months. During this period, Henkel redesigned one whole floor to meet its high standards of safety and technical specifications.

Henkel’s mission is backed by a highly-skilled team of experts to manage the innovation centre. This team has brought in global patents for new innovations since the lab’s launch.

“Henkel has always put its customers at the forefront of all their business decisions”, said Ashraf El Afifi. “The company personally contacts every year, an ample and representative number of consumers from different backgrounds and target groups to get their feedback and insights, which are thoroughly considered when developing new products. The team is proud to give credit to the consumers for this innovation”, he added.

Henkel’s top five products are used in the MENA region by 95% of the population. The company follows various marketing strategies in order to reach a wider consumer and B2B base including consumer direct activities, questionnaires, malls/venues activations, promotions, and advertising to name a few. Henkel has also teamed up with the UAE government (Dubai Chamber of Commerce) to support its sustainability plan.

As leaders of sustainability, Henkel aims to pioneer new solutions for sustainable development while continuing to shape its business and increase their economic success. This spirit encompasses all of Henkel’s activities, along the entire value chain. Sustainability is in the DNA of Henkel and with the brand’s ongoing strategy, by 2030, all Henkel products and processes will be three times as efficient as they are today.