CRU 2014 proves ideal platform for new aluminium giant to create brand awareness

Brand awareness of the UAE-based aluminium giant Emirates Global Aluminium PJSC (“EGA”) has been significantly boosted following its participation at the Commodity Research Unit’s 19th World Aluminium Conference (“CRU 2014”) in Hong Kong from 19 to 20 May.

EGA is the jointly-owned aluminium conglomerate formed by Mubadala Development Corporation and Investment Corporation of Dubai, and combines the businesses of the UAE's two flagship industrial companies, Dubai Aluminium PJSC (“DUBAL”) and Emirates Aluminium PJSC (“EMAL”). As the platinum sponsor of CRU 2014, EGA’s strong presence at the event elicited interest from a range of industry stakeholders, who wanted to know more not only about the new business entity, but how its state-of-the-art facilities, sustainable practices, quality product portfolio and advanced technologies could add value to the global market.

Mohammad Qanbar (EGA’s General Manager of Marketing & Sales for Asia), said that while Asia has traditionally been EGA’s largest market, the primary aim of the company’s participation at CRU 2014 was to promote the new entity and highlight the UAE as a growing destination for industry. “The CRU World Aluminium Conferences regularly attract senior executives from the aluminium industry across the world, and this event ticked all of the boxes for us. We networked with existing and potential clients, showcased our product range and commitment to continuous improvement and innovation, and shared our vision of providing the global economy with sustainable material of the highest quality,” he said.

Growing brand awareness in the Asian market is a vital part of EGA’s growth strategy. Qanbar said the company currently exports about 39 per cent of its aluminium to Asia, which is forecast to grow steadily in the short- to medium-term. EGA’s total production capacity will increase to 2.4 million tonnes per year once Phase II of its EMAL operation is fully commissioned later this year, placing the company among the top five aluminium producers in the world outside China.

Qanbar added that there was significant interest in the breadth and quality of EGA’s product range at CRU 2014. The company’s portfolio comprises foundry alloy (automotive applications); billet (construction, industrial, transportation and automotive forging); high purity aluminium (electronics and aerospace); and sheet ingot (packaging, lithographic sheets and the automotive industry)..

“The Middle East is ideally located to serve Asia, both geographically and economically. We have a clear commitment to the region through a growing presence and logistics infrastructure, which puts us in a strong position to help address the growing demand for aluminium in the region. We see real opportunities to grow market share in Asia, and our presence at CRU 2014 was an excellent platform for us to demonstrate our ability to add value,” said Qanbar.