DIA33: NURTURING STRONG PARTNERSHIPS IN THE CHEMICAL INDUSTRY
Since its inception in January 2011, DIA33 has built a talented and diversified 85-strong workforce spanning 12 locations across the globe
DIA33 Group is a global chemical distribution company with accelerating growth in the MEA region, and seeking to further expand its global reach and capabilities. The company now works with over 290 customers across 26 countries and offers a comprehensive range of products.
DIA33 has an extensive marketing and distribution portfolio of specialty, industrial and commodity chemicals, including surfactants, intermediates, solvents, binders, emulsions, wetting and dispersing agents, rheological modifiers, preservatives, waxes, functional fillers, pigments and other performance chemicals. However, its major strength is additives and epoxy systems, in terms of the number of products in the portfolio, global reach, and sourcing and selling capabilities.
DIA33 is proud to have nurtured strong partnerships with leading players in the chemical industry. It currently boasts more than 1,000 products in its portfolio and has formed exclusive partnerships with over 30 leading manufacturers worldwide, including Evonik, Allnex, Kukdo, Munzing, CFF, Honeywell, etc.
In 2018, DIA33 signed many new supply agreements to distribute personal care and home care product line in certain regions in the Middle East and Africa. Negotiations are currently underway with many other players to further grow its personal care, home care and cosmetics product portfolio. It has forged relationship with Valvoline for oil and petroleum products, formed partnership with Nooroo Chemicals, and signed a deal with DNL Group for its optical brightener in both GCC and China, as well as inked an agreement with SABIC for ethoxylates in Africa and China.
While DIA33 has been continuously adding to its specialty chemicals and services portfolio, it also remains committed to commodity chemicals as well, to offer customers a full package as per their onestop-solution concept. The company sees its product diversity to serve wide range of applications from various industries such as paints, coatings, construction, plastics, personal and home care, metal treatment, etc., along with expertise across supply chain and technical support, as its major competitive advantage.
DIA33’S growth strategy is to offer customers an extensive product portfolio, while continuing to develop consultancy services in areas like product formulation, recommendations and implementation. By specialisation, the company offers even more added value and solutions to its customers.
With a dedicated business development team, DIA33 focuses on the developing markets, studying and observing local market demands to ensure market-specific product development, keeping costs competitive, and modifying supply chains to adjust to the fast efficiency.
“Apart from providing full logistics services – from the producer’s facility to the doorsteps of the end-users, we also assist our customers with product development programmes, troubleshooting and future development projects with our in-house technical and product development teams,” says Nadeem Raza, group CEO, DIA33.
The company’s growth has been purely organic and its expansion is continuing into new geographies without any acquisitions, or mergers. It aims to become a leader in the Middle East, East Africa and Asia chemical distribution. Business in East Africa is a long-term strategy for the company, which means DIA33 looks beyond the region’s existing political and economic problems.
DIA33 has got Asia covered with its existing regional offices, and it is important to be there because of growth potential, considering the fact that most of its population is comparatively young. The company continuously focuses on enhancing the proposition to customers and working better with producing partners.
“Boasting growth, our geographic and product diversity increase our company’s resilience through market cycles and supply/demand shifts. We operate responsibly in the global market through our culture of rigorous adherence and consistency to the business principles. We continue to integrate the best people in order to support our corporate culture and continued growth. Our assets are our people,” adds Raza.
To act in sustainable way in this changing environment is a challenge in itself. Despite the economic slowdown, changes in customer behaviour, increasing individualism, increasing influence of digitalisation, and different mega trends like know-how management, DIA33 was able to achieve a promising growth in the past and expects enhanced business in the future.
“Our assets are our people,” says Nadeem Raza, group CEO, DIA33.