DUCAB 30 YEARS by Red Door Productions FZ LLC

CHAIRMAN•S MESSAGE

COMMITMENT TO QUALITY

Shaikh Ahmad bin Hassan Al Shaikh

Celebrating our 30-year-milestone is also a time for us to look ahead

WHEN Ducab began operations over 30 years ago, the UAE was on the verge of both economic and industrial development, following its formation as a Federation in 1971. Ducab’s entry into the market in 1979 as the first cable manufacturing facility in the UAE has meant that the growth of Ducab mirrored the phenomenal growth and development of the UAE itself. For 30 years, Ducab has shown a steadfast commitment towards adopting the highest quality standards and has consistently made efforts to be recognised as the leading manufacturer of high quality power cables in the Middle East. Ducab’s efforts towards achieving organisational and business excellence have been recognised by several awards and the company has consistently worked to create value for both its shareholders and customers. Improving performance year on year, Ducab continues to power the growth of the UAE and the region through its advanced cables solutions that are an essential component of projects and infrastructure across the region. 2001 was a significant milestone in the history of the company as it became a true national company, wholly owned by the governments of Dubai and Abu Dhabi. The strength of this partnership has resulted in the business growing four times since 2001. Further strengthening this relationship is Ducab’s landmark agreement in early 2009 with the two major utilities, DEWA and ADWEA, to manufacture high voltage cable systems. The new company, Ducab – HV, is a reflection of the UAE’s vision for the growth of the industrial sector and national infrastructure and will contribute greatly to our national economy, by providing one of the key elements of infrastructure in the region. This partnership is also in line with the vision of the central government to diversify and develop the local economy and to create job opportuni-

ties for Emiratis. Ducab is thus a great example of how the two emirates can work together and create a value added partnership, both to the nation as a whole and to the company alike. As a UAE-based business organisation, we are proud of the Ducab National Development Programme that offers career progression and development for young Emiratis across the full employment range within the company. The programme includes employee orientation, training and career guidance for all UAE employees. Celebrating our 30-year-milestone is also a time for us to look ahead. Currently, Ducab is number two in the region in terms of capacity and sales but we want to grow and expand to further consolidate our position. New markets are vital for growth, and with the opening of Ducab Qatar, a 100 per cent owned subsidiary, we can now better serve the local market by understanding its specific needs and requirements. Through the formation of strategic partnerships and alliances, Ducab seeks to accelerate the company’s growth both in the GCC and MENA as we wish to serve our customers better wherever they might be in the region. As we commemorate our 30 years of success in the country, I wish to emphasise that the growth Ducab is currently enjoying is due to the faith and support of its partners and customers complemented by our dedicated and passionate workforce and their enduring belief in the visions and goals of the firm. As we move ahead into the next decade, it is this continued support and faith that will serve as the catalyst for us to continue to excel in what we do, and thereby contribute significantly to the regional business communities and the general development strategy of the UAE.

SPECIAL REPORT • FEBRUARY 9, 2010 • • • •

Editorial: Suchitra Steven Samuel • Reporting: Jamila Qadir, Anil Kumar Vijayan • Design & Layout: Mohd Ejaz Khan, Sidharthan Director Advertising: Haroon Qureshi • Regional Supplements Manager: Philip Smith Dubai Head Oﬃce: P.O. Box: 11243, Tel: 3383535/3384545, Fax: 3383345/56 Marketing, E-mail: supplements@khaleejtimes.com Abu Dhabi: P.O. Box: 3082, Tel: 02-6337666, Fax: 6351122, E-mail: ktimesad@emirates.net.ae

• Printed at Galadari Printing and Publishing L.L.C., Dubai

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STRONG FOUNDATIONS Dubai Cable Company Pvt. Ltd has been powered by a clear focus on its core business — manufacturing the best value, highest quality cables, and an unﬂinching commitment to continuous innovation and technology

UALITY AND EXCELLENCE — the two guiding principles that served as the foundations for Dubai’s first cable factory three decades ago, hold just as true today as they did in 1979. From small beginnings 30 years ago to its current position as a regional giant, Ducab (Dubai Cable Company Pvt. Ltd) has been powered by a clear focus on its core business – manufacturing the best value, highest quality cables, and an unflinching commitment to continuous innovation and technology. “Our core values have remained consistent throughout our development as a company,” Andrew Shaw, Managing Director, Ducab, comments on the chief reasons behind the firm’s success. “The company believes in a long-term focus and has continually invested in the best technology and people with the simple objective of delivering the best value to our customers and shareholders.”

Andrew Shaw WORLD CLASS PROJECTS Indeed, it is Ducab’s capability to offer the most appropriate solutions that has made it the chosen cables provider for many of the most prestigious projects in the Middle East, Europe and Asia. From the iconic Burj Khalifa and Palm Jumeirah in Dubai to the magnificent Emirates Palace Hotel, Yas Island and Grand Mosque in Abu Dhabi, the Bahrain Formula 1 track, and HSBC headquarters in Hong Kong, Ducab’s tailor-made, advanced-cable solutions power these world class projects. Ducab has also made its mark in the railways business – entering the Indian market with specialised cables for the futuristic Delhi Metro project in 2004 and then closer to home with supply to the Dubai Metro more recently. “For the Dubai Metro, we supplied high-specification fire-resistant and Low Smoke and Fume cables for all of the stations,” says Shaw. “These are part of an important new product category of fire safety and fire survival cables which are especially important for stations and residential buildings. The Oil and Gas sector is another important area of Ducab’s expertise and one which the company significantly strengthened in 2009 with the opening of a new factory built to supply specifically to the requirements of the industry. Ducab cables are already installed at Ras Laffan Qatar and ongoing projects of KOC/ KNPC in Kuwait. Already an important supplier of LV and MV cables to the region’s power utilities, Ducab in 2009 announced a groundbreaking joint-venture with DEWA and ADWEA to set up a new High Voltage (HV) cable systems manufacturing facility in Dubai that will be operational at the end of 2010.

Yas Marina Circuit, Abu Dhabi SOLID REPUTATION Established as the nation’s first cable maker and growing in tandem with the UAE, Ducab had the “opportunity to be part of the building of the country – from supplying infrastructure and construction projects to building part of the industrial base of the nation,” says Shaw. “It also gave us an early start in building our reputation, our brand and winning the confidence of our customers.” From the beginning the company has focused on establishing a reputation for great quality and for professional and transparent business dealings, he adds. “Such valuable reputation is not gained overnight. It has taken us 30 years of consistency. And by focusing on what Ducab does best we have become the market leader in the UAE and number two in the GCC in terms of capacity and sales.” Ducab’s shareholders may have invested in the latest technology but it is the spirited and passionate people who have brought the company to its current position and are the reason behind its continued success, he adds. “However, more than just people per se, it is the wealth of experience they bring that has been the driver for this success. Several employees who joined at the commencement of the firm are still with us; many others have been with Ducab for more than two decades. With such long serving employees there is a huge wealth of cable making experience in Ducab. “Some of our customers have also been with us many years – some since the beginning – growing and moving ahead together. Ducab’s relationships with key customers and with the Distributor Partners are a key part of our success,” he says. OPPORTUNITIES FOR GROWTH Admitting that 2009 posed a “big challenge” due to the global economic downturn, Andrew Shaw remarks that this period had its positive outcomes too. By expanding the company’s regional footprint, including sales offices in Qatar and Saudi Arabia, Ducab is increasing its territorial coverage in the region. “Added capacity provides the opportunity to reach new customers,” he says. “Greater market penetration has strengthened our market position and still gives us room to grow and our new product lines are another reason for increased confidence.” As the company strengthens its regional presence in the broader GCC market, Shaw says that today’s opportunity for growth can be traced back to the 2005 decision to set up Ducab’s first Abu Dhabi manufacturing plant. This was significant for two reasons: providing a new base and new capacity, and paving the way for the opening of the copper rod plant in 2008. The majority of the company’s assets and capacity are now in Abu Dhabi, he adds.

BECOMING A NATIONAL COMPANY While setting up a base in the capital was a highpoint in the company’s history, he adds that the major milestone of the previous decade was the change of shareholders in 2001. With the exit of founding partner BICC Cables, the governments of Dubai and Abu Dhabi became 50 per cent partners each in Ducab, creating a wholly-owned national company. Today, Ducab is a UAE organisation with nearly 1,000 employees comprising over 20 different nationalities. While comprehensive training programmes have been devised for every employee to help them in their career and personal development, Shaw points out that the National Development Programme (NDP), begun in support of the local community, is an initiative the company is extremely proud of. “NDP is an important part of Ducab’s responsibility as a UAE industrial company,” he asserts. “The goal is to provide a career path for young UAE nationals be it in manufacturing, technical, sales or management positions. It is a matter of pride for us at Ducab that we have a representation of UAE nationals across the full employment spectrum within the company.”

DUCAB CONTACTS DUCAB – HEAD OFFICE P.O. BOX 11529, Jebel Ali, Dubai Tel: +971 4 808 2500, Fax: +971 4 808 2511 Email: ducab@ducab.com DUCAB NORTHERN EMIRATES SALES OFFICE (NESO) P.O. BOX 683, Dubai, UAE Tel: +971 4 266 7400, Fax: +971 4 266 8955 Email: ducab@ducab.com DUCAB ABU DHABI SALES OFFICE (ADSO) P.O. BOX 9177, Abu Dhabi, UAE Tel: +971 2 502 7777, Fax: +971 2 502 7890 Email: ducab@ducab.com DUCAB BRANCH – OMAN P.O. BOX 3542, 112 RUWI, Muscat, Oman Tel: +968 245 651 78, Fax: +968 245 643 02 Email: ducabomn@omantel.net.om DUCAB – KSA Dammam-Plan 71 – Al Fasel St., Farhan Al-Zuabi Building, KSA Tel: +966 563 212 090 (KSA) DUCAB QATAR LLC P.O. BOX 23209, Street No. 52, Salwa Industrial Area, Doha, Qatar Tel: +974 320 9077 Email: dqsales@ducab.com DUCAB JOINT VENTURE – BAHRAIN BICC MET W.L.L, P.O. BOX 11413, Manama, Kingdom of Bahrain Tel: +973 177 497 61, Fax: +973 177 280 27 Email: biccmet@batelco.com.bh For more information visit our website www.ducab.com

WIRED FOR GROWTH The company currently operates ﬁve factories across the UAE with the sixth under construction and boasts a manufacturing capacity of 110,000 tonnes of high, medium and low voltage cables per annum

OINTLY owned by the Governments of Dubai and Abu Dhabi, each with a 50 per cent stake, Ducab started as a technologically advanced cable manufacturing company that today supplies a range of high quality power cables, copper conductors and accessories to customers across the world in 40 countries. Established in 1979 by the Government of Dubai as a joint venture with BICC Cables, Ducab is today a wholly-owned national company with nearly 1,000 employees comprising over 20 different nationalities. The company currently operates five factories across the UAE with the sixth under construction and boasts a manufacturing capacity of 110,000 tonnes of high, medium and low voltage cables per annum. Ducab’s market share is an enviable 50 per cent in the UAE, with substantial exports to other GCC countries. In its relentless pursuit of quality and excellence in manufacturing, Ducab has emerged as a market leader in the region, and the first choice of prestigious customers across the Middle East. MANUFACTURING FACILITIES Ducab’s state-of-the-art manufacturing facilities in the UAE include Ducab Jebel Ali, Ducab Mussafah 1 Factory, Ducab Mussafah 2 Factory, Copper Rod Factory and High Voltage (HV) Cable Systems Factory, scheduled for opening towards the end of 2010. Ducab Jebel Ali: The company headquarters, set in an area of 590,000 square metres was officially inaugurated in 1979 by Shaikh Rashid bin Saeed Al Maktoum, former Ruler of Dubai. This factory has one of the longest CCV lines in the world, and manufactures a range of High Voltage Cables up to 132 kV, Medium Voltage Cable Systems from 11 kV to 33 kV, Low Voltage cables, Instrumentation and Control cables. Targeting the oil, gas and petrochemicals projects in the re-

gion, the Special Cables Unit which will have a production capacity of 3,000 cubic tonnes per year and the end product conforms to British Standards and IEC standards, is housed here. European-based cutting-edge production technology and processes enables the SCU to design and produce high quality instrumentation, pilot and auxiliary cables, based on specific customer requirements. PVC Facility: At its PVC compounding plant in the same facility, Ducab produces flexible PVC compounds used for insulation and sheathing of electric cables. Ducab – HV: Manufacturing cable systems in the voltage range 66kV (66,000 Volts) to 400kV (400,000 Volts) covering the highest voltage currently used in the GCC, this is the first dedicated high voltage facility in the region. A joint venture between Ducab, Abu Dhabi Water and Electricity Authority (ADWEA) and the Dubai Water and Electricity Authority (DEWA), the 22,000-square-metre facility will be operational at the end of 2010 with a production capacity of 30,000 tonnes of High Voltage cables per annum. Ducab Mussafah 1: Equipped with the most advanced production machinery and testing equipment from across Europe, this factory was inaugurated in 2005 by Shaikh Hamed bin Zayed Al Nahyan, Chief of the Abu Dhabi Crown Prince’s Court and Chairman of the Higher Corporation of Specialized Economic Zones. Occupying a 220,000-square-metre area, the factory is a centre of excellence for low voltage cables and building wire. It also houses the world’s first “Horizontal lead sheathing line” supplied by Folke Sandelin, Sweden. Ducab Mussafah 2: With superior Italian, French and German equipment, this 109,000-square-metre factory manufactures Building Wires and Flexible Cables. Inaugurated in 2008 by Shaikh Hamed bin Zayed Al Nahyan, it also has a CCV High Voltage insulation line that can produce cables up to 220 kV. Copper Rod Plant, Mussafah: Conforming to the highest international quality standards, this Dh125 million facility — the first Copper Rod Plant in the UAE – was inaugurated in June 2008 by Shaikh Hamed bin Zayed Al Nahyan. This plant converts raw copper cathode into high quality 8mm diameter copper rod — the key raw material for cable manufacture. Besides providing all of Ducab’s rod requirements, the plant has enough capacity to serve the regional market as well, reducing the need for imported copper rods.

QUALITY AND APPROVALS Type tested throughout the entire manufacturing process, Ducab’s product range is approved by third party certiﬁcation bodies of International repute such as BASEC UK (British Approval Services for Electric Cables), Lloyds UK, KEMA Netherlands, BRE-LPCB UK (Loss Prevention Certiﬁcation Board), CPRI India (Central Power Research Institute) and ESMA, UAE (Emirates Authority for Standardization and Meteorology).

AWARDS AND CERTIFICATIONS IN its relentless pursuit of and commitment to quality and continuous improvement, Ducab has been recognised by several local, regional and international institutions for its excellence in product quality, technical expertise and cable leadership. The company’s management systems and products are certified by BASEC UK (British Approvals Services for Electric Cables), a specialist certification body in the cable industry. In terms of certifications, all of Ducab’s factories are ISO 9001:2008 certified. The Abu Dhabi factory was recently awarded an ISO 14001 Environmental Management System certificate and an OHSAS 18001 Occupational Health and Safety certificate by BASEC (British Approval Services for Cables). The cables comply with and are approved to the full British Standard of the Loss Prevention Certificate Board (LPCB) and Lloyd’s Register, UK. Some of the recent awards conferred on Ducab are: • Sheikh Mohammed Bin Rashid Al Maktoum Business Excellence Award in Manufacturing Category (2009) • Superbrand of year 2009 – Award for Branding Excellence • Emirates Quality Mark Award from Emirates Authority for Standardization and Meteorology ESMA (2008) • Investment Corporation of Dubai (ICD) Chairman’s Award for Best Economic Value Creation Award (2008) • Safety at Work Award from Dubai Municipality (2008) • RoSPA Safety Award – 19 consecutive years, & Order of Distinction Award from 2005 • Dubai Quality Award – Gold category (2004) • GCC Award for Environmental Excellence (2002) • Dubai Quality Award – Gold category (1998) • Dubai Quality Award (1994) • Gulf Excellence Award (1990)

PRODUCTS Ducab Product range includes: High Voltage Cables: Used for bulk transmission of power over 35,000 Volts, these cables with triple layered XLPE insulation cater for a voltage range of up to 132 kV. Medium Voltage Cables: These are triple layered insulated and manufactured for a voltage range of 6kV to 33 kV as per client specific requirements. Products here include Ducab Power Plus Medium Voltage Cables, and Ducab Power Plus Medium Voltage Cables for oil, gas and petrochemical industries. Low Voltage Cables: Used to supply power to large motors and other industrial equipment, these are manufactured for a voltage range of 1kV to 3.3kV. The range comprises PVC Insulated Wiring Cables, Duflex – Flexible Cables and XLPE Insulated Low Voltage Cables. PVC Insulated Wiring cables: Manufactured in sizes of 1.5 / 2.5 / 4 / 6 / 10 mm2, these are rated 450/750V as per BS 6004. Fire Resistant Cables: These are intended for applications requiring circuit integrity during fire. They generate very low smoke and are halogen-free thus helping to save human life and protecting the sensitive equipment. These cables improve safety, reduce fire damages to buildings or equipment and provide extra time to escape during fire. The range of Ducab’s fire performance cables include Ducab FR – Fire Resistant Cables, Ducab FR SC – Fire Resistant Single Core Cables and Ducab Smokemaster – Low Smoke and Fume Cables. Instrumentation and Control Cables: These are widely used for data transfer or control circuits across the OGP industries. Upon request, Ducab can manufacture Special Cables as per national and international specifications. The range comprises of Instrumentation and Pilot Cables, Low Voltage Control and Auxiliary Cables, Lead Sheathed Power Control and Auxiliary Cables. Copper Rod and Wires: These are produced using Contirod technology at Ducab’s state-of-the-art copper casting plant in Abu Dhabi. Drawn wires and stranded conductors are also manufactured here. Cable Components and Accessories: Ducab connect offers a comprehensive range of cable connecting solutions for the Industrial, Utilities and OGP (onshore and offshore) market sectors, including control, instrumentation and LV & MV power cable applications. The product range includes cable glands, connectors and tooling, cleats and cable fixings, cable joints and terminations, and earthing and lightning protection systems.

Ducab is a perfect example of what joint initiatives between Dubai and Abu Dhabi can achieve

Shaikh Hamed bin Zayed Al Nahyan, Shaikh Majid bin Mohammed bin Rashid Al Maktoum, Engineer Ahmed Al Mureikhi, Saeed Al Tayer and Ahmad bin Hassan Al Shaikh at the Ducab High Voltage site for the groundbreaking ceremony

EXPANDING INTO HIGH VOLTAGE With a manufacturing capability of 30,000 tonnes per year, the new High Voltage Cable Systems factory will be the first dedicated high voltage facility in the region NOVEMBER 24, 1979, is a date etched deep in the history of Ducab (Dubai Cable Company Pvt Ltd), for it marked the beginning of the company’s journey as a quality-driven cable solutions manufacturer. Thirty years later, the same day in 2009 signalled a turning point in the firm’s progressive expansion policy, when it broke ground for a new High Voltage Cable Systems factory, situated adjacent to the Ducab head office and factory in Jebel Ali. This Dh500 million project, Ducab – HV, has been set up in partnership with two of the UAE’s leading utility providers – Dubai Electricity and Water Authority (DEWA) and Abu Dhabi Water and Electricity Authority (ADWEA), making it the first national collaboration amongst the three entities. With a manufacturing capability of 30,000 tonnes per year,

the factory will be the ﬁrst dedicated high voltage facility in the region, and will manufacture cables in the range 66kV to 400kV at the end of 2010. Commemorating Ducab’s 30th anniversary of operations in the UAE, this groundbreaking ceremony was conducted under the patronage of His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, in the presence of Shaikh Hamed bin Zayed Al Nahyan, Chief of the Abu Dhabi Crown Prince’s Court and Chairman of the Higher Corporation of Specialized Economic Zones and Shaikh Majid bin Mohammed bin Rashid Al Maktoum, Chairman of Dubai Culture and Arts Authority. The ground-breaking ceremony of this state-of-the-art plant was also attended by Saeed Al Tayer, Managing Director & CEO of DEWA, and Eng. Ahmed Al Mureikhi, Chairman and Managing Director of Abu Dhabi Distribution Company and representative of ADWEA, Ducab managers, business partners and key media representatives. In March 2009, on the sidelines of the WETEX Exhibition in Dubai, DEWA and ADWEA signed a landmark joint venture agreement with Ducab to set up this manufacturing facility with the goal of reducing the nation’s dependence on the imports of high voltage cables for use in electricity transmission lines. In the new joint venture, Ducab will hold

a 50 per cent share with DEWA and ADWEA each owning a 25 per cent stake. While Ducab – HV is in line with the company’s commitment to explore and identify new growth opportunities, it also seeks to serve the need for electricity and power infrastructure capabilities of a fast-growing regional economy. The new facility will manufacture cable systems in the voltage range 66kV (66,000 Volts) to 400kV (400,000 Volts) covering the highest voltage currently used in the GCC, and also produce conductor sizes from 300mm2 to 2500mm2. These will supply cables for the upcoming high-voltage and extra high-voltage projects already planned by ADWEA and DEWA as well as projects around the region. Set up on a total built up area of 22,000 square metres on a site plot of 50,000 square metres at the Ducab Jebel Ali site, the new factory is Ducab’s sixth plant, and will be a great asset to the region as the rapidly growing population is placing a high demand for power and electricity. The plant will therefore play a key role in supporting the nation’s economy, and is a reﬂection of the UAE’s vision for the growth of the industrial sector and national infrastructure. Ducab is jointly owned by the Governments of Dubai and Abu Dhabi (50 per cent each) and its new partnership with the two major utilities complements the Central Government’s strategic plan to diversify the economy and create new job opportunities for Emiratis. Speaking on the occasion, Shaikh Hamed bin Zayed Al Nahyan said, “Ducab is a perfect example of what joint initiatives between Dubai and Abu Dhabi can achieve.” Ahmed Al Shaikh, Chairman of Ducab, also acknowledged the wise and forward-thinking leadership of the nation’s rulers and said, “We see this expansion in the Ducab portfolio beneﬁcial, not only for Ducab and its new partners but for UAE society as a whole. With the strong support from ADWEA and DEWA, we are now expanding our operations to meet customers’ demands across the region.” Ducab has one of the most modern manufacturing units

A joint venture between Ducab, ADWEA and DEWA

in the region with a capacity of 110,000 tonnes annually. The ﬁrm’s market share is about 50 per cent locally, with substantial exports to other GCC countries. Ducab currently operates ﬁve factories across the UAE with nearly 1,000 employees.

SPECIAL CABLES UNIT THE 30th year of Ducab’s inception (November 24, 2009) saw the official launch of the Ducab Special Cables Unit (SCU), along with the ground breaking ceremony of the High Voltage factory. This new unit marks the diversification and expansion of Ducab into offering specialised cables suitable for oil and gas projects in the region. According to an economic note issued by the Dubai International Financial Centre Authority (DIFCA) in October 2009, the present value of the oil and gas reserves of the six GCC countries is estimated at $18.3 trillion (Dh67.2 trillion), larger than the 2008 GDP of the United States. For the GCC economies, and the rest of the Middle East, this hydrocarbon wealth carries positive implications for the real economy as it will contribute to the transformation of GCC countries into diversified economies through investments in infrastructure and other areas. In addition, industry sources say the region’s oil and gas players are undertaking plans to expand the market through massive investments particularly in exploration and development projects to replenish declining reserves, replace and upgrade deteriorating assets, and ensure longterm supply. In the light of this context, the launch of Ducab’s SCU at its factory in Jebel Ali is seen as a timely move to respond to the existing and future demands of the O&G industry. Equipped with cutting-edge production technology and processes, the SCU can design and produce high quality instrumentation, pilot and auxiliary cables, based on specific customer requirements.

Grand Mosque, Abu Dhabi

Bahrain Formula 1 International Circuit, Bahrain

ENDURING PARTNERSHIPS; ICONIC PROJECTS

Ducab has actively partnered in the development of the UAE by supplying its core product, the power cables, and a key element of infrastructure

Dubai Metro

APIDLY DEVELOPING infrastructure has seen the UAE gain in stature and reputation amongst other developed countries at a much faster pace than anticipated. For three decades, Ducab has been building the future of the UAE through its core product, the power cables, which is one of the key elements of infrastructure. Though shielded from view, this vast network of specialised cables coordinates the varied “activity” of all parts of the project or structure, and keep it running. In that sense, these high performance cables function much like the central nervous system in the human body which controls all the vital processes of life. Hence, failure is never an option in a cabling system. Such high stakes mean high expectations and for Ducab, the best way to meet those expectations is to exceed them. Its products, for instance, have been awarded the highest standards of excellence by reputed bodies. Indeed, it is this relentless pursuit of quality for both products and services that has made Ducab the ﬁrst choice of prestigious customers across the Middle East, making its high quality cables an integral component of almost all the iconic projects in the region. Be it the Dubai Metro, Burj Khalifa or Yas Island in Abu Dhabi, Ducab can rightly claim that it is part of the UAE’s triumphs, in powering its dreams and ambitions. The rapidly developing infrastructure in the country and the region has prompted Ducab to successfully adapt its processes and product lines to the changing environment in the construc-

Oil refinery, Kuwait tion landscape. A direct result has been the set-up of DucabHV, the first dedicated high voltage facility in the region. The company’s strong desire to continually push back boundaries in product excellence and innovation also saw the introduction, in February 2008, of a new range of Fire Resistant Cables (FR cables), designed especially for highrise buildings, aimed at minimising the loss to life and property in the event of a fire. Ducab’s partnership with some of the key developers and contractors within the GCC region speaks volumes about the company’s products, standards and commitment. According to Bidyut Chattopadhyay, Director, Metro & Overseas Projects at ETA Electromechanical, one of the major contractors for Dubai Metro, “Ducab brings us significant value in terms of quality, service and availability. For example, since Ducab follows British Standards, the cables can withstand higher temperatures even though the requirement is only 850 degree Celsius.” Another major advantage of partnering with and sourcing cables from Ducab, he says, “is the priority in stock allocation and storage at their site due to the long-term agreement we signed with them.” Understandably, ready availability of material was a key concern for the $7.6 billion Dubai Metro project, the world’s longest automated light rail transit system. “Ducab is our single biggest supplier on Dubai Metro,” says Chattopadhyay. “The supply has been steady and the company has been very receptive to our suggestions.”

Burj Al Arab, Dubai ETA’s partnership with Ducab began with the futuristic $3 billion Delhi Metro project where the latter was one of the leading cable vendors delivering LPCB approved Fire Performance Cables amongst many other power cables supplied for the project. Since then, the bonds between the two have strengthened, reinforcing the mutual trust and interdependence between the two companies. Ducab’s attention to quality, timely delivery and customer care has come in for high praise from Khalid Ghadban, Procurement Engineer for Ghantoot Transport & General Contracting, Abu Dhabi. “We can deliver projects on time to our customers only if we get the materials on time,” he says. “Ducab has been very prompt with their delivery, even responding very well to urgencies and changes we may have to deal with during the course of a project.” Associated with infrastructure development in the region, Ghantoot has extensively used Ducab 11kV and 33kV cables in its projects including Al Reef Island in Abu Dhabi and others in Al Ain Industrial City. Siemens, who signed up Ducab to supply 240km of cables for its 22kV power station at Yas Island in Abu Dhabi is extremely impressed with Ducab’s efﬁcient customer service. According to Sascha Meier da Fonseca, Director – Marketing & Business Development of Siemens Energy Transmission and Distribution, “Ducab is able to translate any of our requests into immediate action.” The cable supplier plays a pivotal role in the success of large-scale projects. “Value-wise, cables contribute to the

DUCAB SECURES UTILITIES’ ORDERS WORTH OVER DH150 MILLION In August 2009, Ducab won two major contracts together worth over Dh150 million, for the supply of high quality cables to the Abu Dhabi Distribution Company (ADDC) and the Federal Electricity and Water Authority (FEWA). Accordingly, Ducab has begun delivering 300km of 33kV cables to ADDC as well as 450km of 11kV Al cable and 50km of LV Cu Cable for a Fujairah-based project. These two orders have sealed Ducab’s position as the preferred supplier for utilities providers in the UAE, and is an endorsement of its commitment to quality and customer satisfaction.

City of Abu Dhabi

Grand Mosque, Abu Dhabi

Bahrain Formula 1 International Circuit, Bahrain

ENDURING PARTNERSHIPS; ICONIC PROJECTS Ducab has actively partnered in the development of the UAE by supplying its core product, the power cables, and a key element of infrastructure

Dubai Metro

Oil refinery, Kuwait product lines to the changing environment in the construction landscape. A direct result has been the set-up of DucabHV, the first dedicated high voltage facility in the region. The company’s strong desire to continually push back boundaries in product excellence and innovation also saw the introduction, in February 2008, of a new range of Fire Resistant Cables (FR cables), designed especially for highrise buildings, aimed at minimising the loss to life and property in the event of a fire. Ducab’s partnership with some of the key developers and contractors within the GCC region speaks volumes about the company’s products, standards and commitment. According to Bidyut Chattopadhyay, Director, Metro & Overseas Projects at ETA Electromechanical, one of the major contractors for Dubai Metro, “Ducab brings us significant value in terms of quality, service and availability. For example, since Ducab follows British Standards, the cables can withstand higher temperatures even though the requirement is only 850 degree Celsius.” Another major advantage of partnering with and sourcing cables from Ducab, he says, “is the priority in stock allocation and storage at their site due to the long-term agreement we signed with them.” Understandably, ready availability of material was a key concern for the $7.6 billion Dubai Metro project, the world’s longest automated light rail transit system. “Ducab is our

Burj Al Arab, Dubai single biggest supplier on Dubai Metro,” says Chattopadhyay. “The supply has been steady and the company has been very receptive to our suggestions.” ETA’s partnership with Ducab began with the futuristic $3 billion Delhi Metro project where the latter was one of the leading cable vendors delivering LPCB approved Fire Performance Cables amongst many other power cables supplied for the project. Since then, the bonds between the two have strengthened, reinforcing the mutual trust and interdependence between the two companies. Ducab’s attention to quality, timely delivery and customer care has come in for high praise from Khalid Ghadban, Procurement Engineer for Ghantoot Transport & General Contracting, Abu Dhabi. “We can deliver projects on time to our customers only if we get the materials on time,” he says. “Ducab has been very prompt with their delivery, even responding very well to urgencies and changes we may have to deal with during the course of a project.” Associated with infrastructure development in the region, Ghantoot has extensively used Ducab 11kV and 33kV cables in its projects including Al Reef Island in Abu Dhabi and others in Al Ain Industrial City. Siemens, who signed up Ducab to supply 240km of cables for its 22kV power station at Yas Island in Abu Dhabi is extremely impressed with Ducab’s efﬁcient customer service. According to Sascha Meier da Fonseca, Director – Market-

City of Abu Dhabi

largest portion of the contract,” he says. “Ducab has helped us with their efﬁcient delivery. The broad portfolio of Ducab also makes life easier for contractors.” Like its high quality, high performance cables, Ducab’s partnerships are built to last. The same is true of the iconic projects it is associated with. While many of these projects were once met with disbelief and scepticism as they challenged all conventional notions of construction and architecture, today, they have garnered international attention and are a source of immense national pride. Ducab has been supplying cables for both government and corporate projects throughout the Middle East, Asia and parts of Europe and Africa since the early 1980s, be it for general construction, power generation or infrastructural projects. Its capability to offer the best combination of quality and value has made Ducab the chosen cable provider for several prestigious projects across the region. These include, amongst others, the iconic Burj Khalifa, Burj Al Arab, The Palm Atlantis Hotel & Resort, The Dubai Mall and Palm Jumeirah in Dubai, the magniﬁcent Emirates Palace Hotel, Yas Island and Grand Mosque in Abu Dhabi, Sahara Shopping Mall in Sharjah, the Bahrain Formula 1 track and Lulu Island Resort in Bahrain, and HSBC headquarters in Hong Kong. The company’s two prestigious infrastructure contracts include Delhi Metro and Dubai Metro projects, both of international repute. In the area of power generation and distribution, Ducab has supplied high and medium voltage cables, manufac-

Gulf projects that Ducab supplied to in the oil and gas sector include Kuwait Oil Company and Kuwait National Petroleum Company and Ras Laffan in Qatar. tured to BS and IEC standards, to a number of Utilities in the GCC, including Dubai Electricity and Water Authority (DEWA) Abu Dhabi Water and Electricity Authority (ADWEA), Saudi Electricity Company (SEC), Qatar Electricity and Water Authority (KAHARAMA), Singapore’s National Water Agency (PUB) to name a few. Ducab manufactures lead sheathed and special instrumentation cables for the oil, gas and petrochemicals sector. The former are designed to facilitate land-based activities in the oil, gas, petroleum and chemical industries where the spillage or seepage of corrosive liquids and vapour pose a threat to circuit integrity. Other notable Gulf projects that Ducab supplied to in the oil and gas sector include Kuwait Oil Company and Kuwait National Petroleum Company and Ras Laffan in Qatar. In addition, through its Special Cables Unit, Ducab offers specialised cables suitable for oil and gas projects in the region. These include high quality instrumentation, pilot and auxiliary cables; custom-made to speciﬁc requirements and conforming to BS and IEC standards.

A PEOPLE-CENTRIC COMPANY “Even at the risk of sounding clichéd, I would like to say that Ducab offers a happy and professional working environment, one which nurtures personal development and dynamic growth of its employees”

UCAB cares for its people. This organisation puts emphasis on people issues ﬁrst rather than seeing people as one of many priorities. “As a long established entity, Ducab’s gradual evolution into a strong and credible brand is, in part, due to its focus on continuously raising the proﬁle of its people,” says Dr. Saeed Mohammed Al Barwani, General Manager, Human Resources & Information Systems, Ducab. “The company provides opportunities for growth across the whole organisation. It is a place where everybody has the opportunity to be recognised.” People have continued to work at Ducab for long periods, he says. Several of Ducab’s employees have been with the company since inception, and a large number have completed more than two decades of service. Having chosen to spend the most rewarding years of their professional lives at Ducab is a testimony to the company’s reputation as an “equal opportunity” employer, as well as its emphasis on providing avenues for personal growth and development. “Our core strategic policies consider employees as our most valuable asset,” says Dr. Al Barwani. “Even at the risk of sounding clichéd, I would like to say that Ducab offers a happy and professional working environment, one which nurtures personal development and dynamic growth of its employees.” People have to work very hard and “we expect them to be professional in their dealings,” he adds, “but Ducab tries to maintain a comfortable work-life balance. Ducab believes in the welfare of its people and benchmarks itself against global norms.”

The Ducab Recreational Club (DRC), for instance, was set up to look into the welfare of its staff. All employees are members of the DRC, and it regularly organises sporting events including an annual cricket tournament, and a football tournament during Ramadan each year. Various sporting games and events are held on the Annual Sports Day while on the Ducab 2009 Annual Day, DRC organised a host of culDr. Saeed Mohammed Al Barwani tural events for its employees and their families. On National Day last year, the Emirati employees of the company showcased their traditions through food, music and other activities giving an insight into the UAE culture and way of life. This was a positive experience for many of the expatriate employees as it was their ﬁrst exposure to UAE culture and tradition, says Dr. Al Barwani. With a workforce of nearly 1,000 people, Ducab forms a vibrant multi-cultural environment, employing UAE nationals and expatriates from across Europe, Asia, and the Middle East. Being a 24/7 operating environment, the company also provides a diverse menu to cater to the various cultural backgrounds of its employees. The HR department also looks at providing one-to-one individual care for people with speciﬁc issues and needs on a “case by case” basis over and above the normal HR arrangement. Medical coverage is provided for its entire staff. In addition, the DRC has set aside an emergency fund which is available to employees in times of crisis. At Ducab, personal development is a planned collaborative process in which managers and employees share responsibility to align with Ducab’s business objectives, says

ing & Business Development of Siemens Energy Transmission and Distribution, “Ducab is able to translate any of our requests into immediate action.” The cable supplier plays a pivotal role in the success of large-scale projects. “Value-wise, cables contribute to the largest portion of the contract,” he says. “Ducab has helped us with their efﬁcient delivery. The broad portfolio of Ducab also makes life easier for contractors.” Like its high quality, high performance cables, Ducab’s partnerships are built to last. The same is true of the iconic projects it is associated with. While many of these projects were once met with disbelief and scepticism as they challenged all conventional notions of construction and architecture, today, they have garnered international attention and are a source of immense national pride. Ducab has been supplying cables for both government and corporate projects throughout the Middle East, Asia and parts of Europe and Africa since the early 1980s, be it for

Gulf projects that Ducab supplied to in the oil and gas sector include Kuwait Oil Company and Kuwait National Petroleum Company and Ras Laffan in Qatar general construction, power generation or infrastructural projects. Its capability to offer the best combination of quality and value has made Ducab the chosen cable provider for several prestigious projects across the region. These include, amongst others, the iconic Burj Khalifa, Burj Al Arab, The Palm Atlantis Hotel & Resort, The Dubai Mall and Palm Jumeirah in Dubai, the magniﬁcent Emirates Palace Hotel, Yas Island and Grand Mosque in Abu Dhabi, Sahara Shopping Mall in Sharjah, the Bahrain Formula 1 track and Lulu Island Resort in Bahrain, and HSBC headquarters in Hong Kong. The company’s two prestigious infrastructure contracts include Delhi Metro and Dubai Metro projects, both of international repute. In the area of power generation and distribution, Ducab has supplied high and medium voltage cables, manufactured to BS and IEC standards, to a number of Utilities in the GCC, including Dubai Electricity and Water Authority (DEWA) Abu Dhabi Water and Electricity Authority (ADWEA), Saudi Electricity Company (SEC), Qatar Electricity and Water Authority (KAHARAMA), Singapore’s National Water Agency (PUB) to name a few. Ducab manufactures lead sheathed and special instrumentation cables for the oil, gas and petrochemicals sector. The former are designed to facilitate land-based activities in the oil, gas, petroleum and chemical industries where the spillage or seepage of corrosive liquids and vapour pose a threat to circuit integrity. Other notable Gulf projects that Ducab supplied to in the oil and gas sector include Kuwait Oil Company and Kuwait National Petroleum Company and Ras Laffan in Qatar. In addition, through its Special Cables Unit, Ducab offers specialised cables suitable for oil and gas projects in the region. These include high quality instrumentation, pilot and auxiliary cables; custom-made to speciﬁc requirements and conforming to BS and IEC standards.

Shaikh Hamed bin Zayed Al Nahyan, Chief of Abu Dhabi Crown Prince’s Court & Chairman of the Higher Corporation of Specialised Economic Zones and Shaikh Majid bin Mohammed bin Rashid Al Maktoum, Chairman of Dubai Culture & Arts Authority with Ducab Board members and UAE National staff Dr. Al Barwani. “At the time of joining the company, every employee goes through various stages of induction, learning and development to understand Ducab’s mode of working. In addition, customised training programmes to bridge competency gaps are conducted regularly. We aim to provide on-the-job-related training for all our people to fulfil their respective roles within the organisation.” This is a two-way process at Ducab. “Employees have to be aligned to the common and collective values of the organisation while at the same time Ducab provides its employees with learning and training opportunities that enables them to do their jobs effectively.” Specific courses are therefore facilitated through the Educational Development Unit in Ducab. These include Management, IT, specific skills ranging from operating machines, safety, quality, administration and sales. “We cover the whole spectrum of development within the organisation. Each of these programmes is tailored to meet specific needs of its various business units since we are growing into an environment of providing people with multiple skills,” he says. Regular assessments and monitoring programmes are periodically carried out to evaluate each employee’s skills and appropriate training is provided, as and when required. Ducab is currently in the process of updating its performance management programme that offers a unique Individual Development Plan (IDP) for every employee. Since 2008, Ducab has also taken great strides in positioning itself as the employer of choice for UAE nationals through dedicated vocational training placement programmes. The unique feature of the National Development Programme (NDP) is that it encourages Emiratis to further their career paths in the fast-growing cable industry through

training and hands-on experience. Aimed at nurturing the UAE national workforce in the company, under the NDP, recruitment is carried out in three categories, explains Dr. Barwani. “The first are the full-time employees who come in with relevant experience to carry out a specific role or job. In the second category, we have university graduates who are initiated into the individual development programme by drawing up an individualised career plan based on his or her capabilities. Training is provided in all relevant areas, and during the two-year career plan, the HR department monitors progress and eventually places the entrant within the company’s structure.” In the third category, vocational training, students are recruited through Ducab’s partnership arrangements with leading vocational training centres and campuses in the UAE, chiefly the Vocational Education Development Centre (VEDC) that operates under the umbrella of the Institute of Applied Technology (IAT). In 2009, two vocational employees were selected to undergo international training and technical experience in Australia for a month. This year, besides two vocational students, two graduate employees will also be sent abroad for work experience. Thanks to its NDP, there has been a systematic increase in the percentage of nationals across the organisation, says Dr. Al Barwani. “Emiratis now comprise six per cent of the workforce at Ducab. Thirty three per cent of senior managers are UAE nationals while there is a good representation in the middle management cadre too. It is a matter of pride that we have four UAE women engineers in our factories,” he adds. In its endeavour to maximise nationals in its workforce, Ducab also regularly participates at various career fairs at universities and national exhibitions across the UAE.

Ducab provides its employees with learning and training opportunities

DUCAB CONNECT:

SAFE AND RELIABLE CONNECTIONS

Ducab Connect offers a comprehensive range of cable-connecting solutions like cable glands, cleats and ﬁxings targeting the industrial, utilities, and OGP (onshore and offshore) market sectors

UCAB CONNECT was set up in 1999 in line with the overall growth philosophy of the company to expand both in regional coverage and in product diversity. Connect offers a comprehensive range of cable connecting solutions like cable glands, cleats and ﬁxings targeting the industrial, utilities, and OGP (onshore and offshore) market sectors including control, instrumentation, and LV &MV power cable applications. The division has grown in stature over the past decade, establishing itself as a reputable brand throughout the GCC region. The chief product range at Ducab Connect includes: Cable Glands: From simple industrial applications to requirements for hazardous areas, for both on and offshore application, these glands meet stringent national and international standards for increased safety and ﬂameproof applications. Connectors and Tooling: Connectors ranging from a 1.5mm2 conductor size through to 1000mm2 suitable for all types of industrial applications, together with a sophisticated tooling system are offered. Cleats and Cable Fixings: These are ideal for the majority of LV, MV and HV cables, enabling the user to match individual site requirements with the most appropriate product. Cable Joints and Terminations: Ducab Connect provides the means of jointing all types of power cables up to 36kV. This also includes a variety of polymeric insulation materials; typically XLPE or EPR, transition jointing systems that are available to permit the connection of dissimilar cables

commonly required within the electrical industry. Earthing and Lightning Protection Systems: Accessories here are suitable for use/specifying to the electricity authorities, oil, gas and petrochemical sector, industrial, commercial and civil construction projects, as well as the telecommunication sector. Led by an expert technical team, Ducab Connect adopts a one-stop-shop approach to service the market. Its products are available at the Jebel Ali Centre of Logistics Excellence (COLE), a state-of-the-art dispatch hub that ensures timely delivery of products to both major contractors and key distribution partners. Since the primary cause of electrical faults and electrical distribution lies with joints and terminations, in 2002, Ducab set up a Jointer Academy to educate its customers and clients on the technical procedures that need to be followed to ensure a reliable electrical supply network.

DUCAB COPPER:

AT THE FOREFRONT OF TECHNOLOGY With a total production capacity of 110,000 tonnes per annum, Ducab has ensured the ongoing supply of high quality copper rod for its own use and external customers

UCAB COPPER Rod Plant is the first Copper Rod Plant in the UAE. This Dh125 million facility at Abu Dhabi, inaugurated in June 2008, converts raw copper cathode into 8mm diameter Electrolytic Tough Pitch (ETP) Copper rod as per BS EN 1977:1998 and ASTM-B4908a. These Rods are highly recommended for use in power cables, automobile wire harnesses, communication cables, house wiring, overhead copper conductors (sdbc) and transformer windings. In addition to copper rod, the state-of-the-art copper casting plant also manufactures and offers drawn wires and stranded conductors, and has a total production capacity of 110,000 tonnes per annum. Ducab’s Rod Mill uses “CONTIROD®” Technology, a process that involves – melting, casting and rolling. This facility uses novel gas control systems to ensure that each of the 15 burners perform independently. The final result is a cast bar that is more efficient to produce and has the best metallurgical structure. Following the rapid infrastructural development in the UAE, and the ensuing demand for high-quality cables, Ducab decided to set up the copper rod plant as backward integration thus allowing better control over the quality and supply, and achieving a significant cost saving in raw materials. With a total production capacity of 110,000 tonnes

DID YOU KNOW? ARCHAEOLOGISTS have recovered a portion of a water plumbing system from the Pyramid of Cheops in Egypt. The copper piping was found to be in serviceable condition after more than 5,000 years. New York’s Statue of Liberty is sheathed in more than 80 tonnes of copper mined in Norway and fabricated by French craftsmen. Copper cookware is the most highly-regarded by the world’s chefs. It has the best heat transfer of any material used in cooking, and as heating is uniform there are no hot spots. Copper is a natural antibacterial, and so inhibits the spread of bacteria in water and air distribution systems made from it. It is estimated that about 80 per cent of the copper humanity has ever produced is still in use. It will continue to be recycled over and over again without any effect on its properties. Tools made from copper or copper alloys will not cause a spark, and thus are used wherever there may be a danger of explosion. Source: European Copper Institute

per annum, Ducab has ensured the ongoing supply of high quality copper rod for its own use and external customers, with the capacity to increase output to meet growing regional demands as well.

EMPOWERING LIVES FOR 30 YEARS Ducab’s tailor-made advanced cable solutions have laid the power foundation for world-renowned projects such as the Burj Khalifa, Burj Al Arab and Dubai Metro

‘A

MBITIOUS’ is a fitting description for the Dubai Cable Company (Pvt) Ltd, which began operations over 30 years ago as Dubai’s first cable factory. From being a pioneer in the emerging industrial landscape of the UAE in the late seventies, Ducab has gradually evolved into a flagship manufacturer and pride of the nation. Set up in 1979 to meet the anticipated and rapidly expanding infrastructure needs of a young nation — then on the threshold of both economic and industrial development — Ducab has since been powering the UAE into the fold of industrialised countries. The growth of Ducab thus strongly mirrors the phenomenal growth and development of UAE itself. Launched by the Government of Dubai and BICC (UK) on November 24, 1979, Ducab became a wholly-owned national company in 2001 when the governments of Dubai and Abu Dhabi acquired equal ownership in the company. STRIDES IN GROWTH At its state-of-the-art manufacturing facility in Jebel Ali, Ducab, in its early years, had a product range that included power cables, building wires and control/auxiliary cables, manufactured to British Standards and other international standards. Among its new product range are Fire Resistant Cables, Instrumentation & Control Cables, Copper Rod and Wires, and Cable Components & Accessories that has been added over the recent years. Right from its inception, producing the best value, highest quality power cable possible has been Ducab’s mission, a focus that hasn’t changed even 30 years later.

Incidentally, comparative tests of Ducab’s cables in 1982 showed them to be superior in quality to all other regional competitors. Thus through its adherence to stringent quality and excellence, the company set the standard for power cable manufacturing in the region, enabling it to become the preferred supplier for infrastructure development in the entire GCC and beyond. While in 1987, Ducab witnessed a three-fold rise in sales (since 1983) to Dh70 million, it touched a record Dh100 million the following year. The sales doubled to a phenomenal Dh200 million at the end of 1992, and at the start of the Millennium in 2000, it soared to Dh400 million in a record achievement. At the end of 2008, Ducab’s annual sales turnover touched an incredible Dh3.3 billion ($900 million). EXPANSION AND DIVERSIFICATION Ducab’s first ambitious factory expansion came about in August 1990. This included the construction of a full-fledged factory, new offices, additional staff accommodation and upgraded recreational facilities to match the significant in-

Roger Evans, Managing Director, Ducab, welcomes Shaikh Hasher Maktoum, Dubai Director of Information, and Mohammed Mahdi Al Tajer, Chairman, Ducab, for the tenth anniversary celebrations

crease in employee strength. Later, the company embarked on a Dh140 million investment in 1998 to facilitate the manufacture of high voltage cables and increase the capacity of the existing range of low voltage cables. The following year, Ducab commissioned a new CCV line for the manufacturing of Medium Voltage Cables, marking its entry into the Medium Voltage sector. The year 1999 also witnessed the launch of Ducab Connect in collaboration with BICC General Components Division to supply cable components and accessories. This was in line with the overall growth philosophy of the company to expand both in regional coverage and in product diversity. A modern PVC compounding plant was opened at Ducab’s Jebel Ali facility in 2005 to produce flexible PVC compounds used for insulating and sheathing of electric cables. In recent years, Ducab has significantly increased output and more than doubled its revenues by adding new facilities, expanding its product line and analysing processes to determine the best areas for cost reduction while maintaining the highest quality output. The construction of Dh500 million Ducab – HV Cable Systems factory to manufacture cables up to 400 kV is already underway and commercial operations will begin later this year. In 2008, Ducab built the first Copper Rod Plant in the UAE in Abu Dhabi. This Dh125 million facility has reduced Ducab’s dependency on raw material supplies, allowing the company to regulate supply and demand internally. It also has the capacity to increase output to meet growing regional demands as well. The opening of a new factory in Abu Dhabi for Building Wires and Flexible Cables in 2008 coupled with the expansion of existing factories nearly doubled Ducab’s production capacity from 60,000 copper tonnes in 2007 to 110,000 copper tonnes by the end of 2008. RECOGNITION FOR QUALITY With its systematic and scientific approach to production, quality materials management, adherence to worldclass processes and customer loyalty, Ducab has achieved the highest industry certifications, the most prestigious management awards, and well-deserved peer recognition. Ducab was the first manufacturing company to be awarded the Emirates Quality Mark Award and was also a proud recipient of the Investment Corporation of Dubai Chairman’s Award and the Gulf Excellence Award. In 2009, Ducab was bestowed the Sheikh Mohammed Bin

Rashid Al Maktoum Business Excellence Award in Manufacturing Category and was recognised as Superbrand of year 2009 for branding excellence. Continually establishing best practices in the industry, Ducab has obtained product type approval for a range of cables to British Standards by BASEC, and has type test approvals and product quality certifications from KEMA, Lloyds Register, LPCB, ERDA, BRE and CPRI. FORGING STRONG PARTNERSHIPS Ducab’s partnership with some of the key developers and contractors within the GCC region speaks volumes about the company’s products, standards and commitment. The major advantage of partnering with and sourcing cables from Ducab, according to its long-time associates, is the significant value Ducab brings in terms of quality, service and availability. Ducab’s tailor-made advanced cable solutions have laid the power foundation for world-renowned projects such as the Burj Khalifa, Burj Al Arab, Dubai Metro, Palm Jumeirah, Dubai International Airport, Yas Marina Circuit, Emirates Palace Hotel, Oman Culture Center, Kuwait Oil Company and Kuwait National Petroleum Company, Bahrain Formula 1 track, Bahrain Financial Harbor, Alba Aluminum Company and numerous other prestigious developments throughout the Middle East and beyond. As Ducab continues to explore markets overseas and expand its geographical coverage, this list is bound to grow further. EXCELLENCE IN CUSTOMER CARE Customer service is at the core of Ducab’s business operations. On average, 80 per cent of Ducab’s business is generated from its long-term partners and loyal customers, which speaks volumes for the high degree of support and customer loyalty that Ducab enjoys. Ducab products are also well supported by a range of value added services such as Ducab Shareek designed to enhance efficiency of the company’s customer service. Ducab continues to expand its world-class facilities to meet the growing demand of customers around the region and the world, and now manufactures across five facilities in Dubai and Abu Dhabi. Ducab has a wide network of distributors and agents throughout the Middle East, Africa and Asia with its own offices in Qatar, Saudi Arabia, and Oman besides a jointventure initiative in Bahrain.

A PARAGON OF EXCELLENCE Being defined as a Superbrand status is a fitting compliment to Ducab’s efforts to create and maintain a brand that is renowned for quality and excellent customer service “LIFE Moves with Ducab” is not a mere tagline of the company’s most recent corporate advertising campaign; it is a statement that captures the essence of its business. Cables do touch every aspect of our lives, be it in the home or the office, and the very streets we walk on. Yet, how many people are aware of this? As cables are always either hidden underground or behind walls, recognition of the product tends to be negligible. How do you, therefore, make an industrial product a top-of-the-line brand? The ad team working on the campaign thus faced a double whammy of bringing these behind-the-concrete products to the limelight, and imbuing them with an emotional appeal. Today, with global quality standards being implemented by the cable industry at large, it was important for Ducab to set the brand apart and highlight the thought leadership. The campaign therefore sought to differentiate itself from other cable companies, and also reach out to its buyers and consumers thereby building consumer loyalty and creating brand awareness. Doing this in a climate of increasing competition certainly required a smart communication programme. Rather than relegating the product to the background, the marketing and advertising team made the cables an integral component of the visual element. Injecting the coloured cables with a dose of “personality” helped, and thus was born the humorous, funky ad hero, the Ducab Wireman. Made from colourful cables and wires and infused with life, the Wireman became the focal point of the ad campaign. He was positioned in areas that would instantly be recognised by the public such as a city, port, construction site and street. Vibrant red, blue, yellow and green-yellow wires — precisely the wires that Ducab manufactures — were used to create the lively characters for each scene. Supported by effective copy underlying the three decades of empowerment of the company, the print and online editions of the Ducab Wireman campaign soon elicited the desired response, serving as a positive catalyst for sales growth, and revitalising its brand equity.

Mike English, managing director Superbrands, handing the award to Chew Wah Tan, general manager, sales and marketing, Ducab Ducab thus became one of the first power cable companies to build a strong emotional connection with its direct and indirect consumers. The significant investment made in this rebranding exercise was justified when the company was recently recognised as one of the strongest brands in the region by the Superbrands organisation, as it won the 2009 Superbrand award for branding excellence. The Superbrands organisation is acclaimed worldwide as an independent authority and arbiter of branding excellence. The rating process for Superbrands is highly credited for its thorough review and independent evaluation. Comprising of eminent qualified members, the Superbrands Council assesses each brand on various parameters for brand achievements in the marketing domain. About 50 brands were featured in the Superbrands 2009 event, dubbed the “Oscars of Branding” and Ducab was amongst the chosen few to win the award. The Superbrands UAE book, unveiled on the occasion lists Ducab as a company of Branding Excellence among other leading brands in their segments such as Emirates, Colgate, Masafi, Nike, Cellucom, Gillette and IBM. This accolade is a powerful endorsement and evidence for existing customers, potential customers, the media, partners, investors and employees of Ducab’s exceptional status. The Superbrands chosen for the 2009 awards were those that affect people’s daily lives, brands that lead the way, and are building the future of the UAE. Being given a Superbrand status is thus a fitting compliment to Ducab’s efforts since its formation in 1979 to create and maintain a brand that is renowned throughout the region for quality and excellent customer service. Receiving this award means that Ducab will be cherished and referred to for years as a high quality, prestigious brand. The official recognition of Ducab’s brand equity will also fuel its growth plans and benefit its customers in terms of brand value.