Since its in­cep­tion in Jan­uary 2011, DIA33 has built a tal­ented and diver­si­fied 85-strong work­force span­ning 12 lo­ca­tions across the globe

Refining & Petrochemicals Middle East - - GPCA ANNUAL FORUM PREVIEW -

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.

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