Public Establishment for Industrial Estates unveils new brand identity 'Madayn'

Business Monday 12/November/2018 20:56 PM
By: Times News Service
Public Establishment for Industrial Estates unveils new brand identity 'Madayn'

Muscat: The new brand identity of the Public Establishment for Industrial Estates was unveiled at its silver jubilee celebration on Monday at the Grand Ballroom of the Oman Convention and Exhibition Centre, under the auspices of His Excellency Dr. Ali bin Masoud Al Sunaidy, Minister of Commerce and Industry.
The brandmark of the Public Establishment for Industrial Estates is now known as Madayn.
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The grand ceremony began with a speech delivered by Hilal bin Hamad Al Hasani, Chief Executive Officer of the Public Establishment for Industrial Estates (Madayn), who stated that the Public Establishment for Industrial Estates was established in 1993 to complement the march of Rusayl Industrial Estate Authority with the objective of planning, establishing, managing and developing the industrial estates across Oman. “For the tenth year in a row, the indicators show growth at various levels witnessed by the Public Establishment for Industrial Estates, which is seen in the number of localised projects, volume of investments, and direct and indirect job opportunities,” Al Hasani stressed.
He added, “Over the last ten years, the Public Establishment for Industrial Estates has introduced several value adding initiatives to the local communities and the companies. In 2010, the Industrial Innovation Centre (IIC) was initiated to support the manufacturing sector and serve the industrialists taking into account the significance of innovation and scientific research in developing and advancing Omani industries. Recently, the IIC has been transformed into a commercial unit with the support of Tanfeedh.”
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Al Hasani noted that a township project called Al Raha Village was inaugurated in Rusayl Industrial Estate, and a residential project will be inaugurated this year in Suhar Industrial Estate. Additionally, the residential project of Raysut Industrial Estate has been completed and work is underway to implement residential projects in all the industrial estates.
“The Public Establishment for Industrial Estates has also given attention to support Omani Small and Medium Enterprises as it has established the National Business Centre (NBC) to act as an incubator for the Sultanate’s SMEs by offering them a platform to further their business ideas and develop them into growing ventures.” he said, adding: “In line with its efforts to market and promote locally manufactured products in the country and abroad, the Public Establishment for Industrial Estates is managing ‘Made in Oman’ campaign, which is a national initiative to expand markets of the locally manufactured products and contribute to the advancement of the national economy.”
In line with the national programme to promote economic diversification ‘Tanfeedh’, which is part of the 9th Five-Year Development Plan, the Public Establishment for Industrial Estates has adopted a programme to strengthen Public-Private Partnership (PPP) to support the private sector to become the leading sector and the main focus of the future plans of Madayn. “The PPP programme aims at increasing Madayn’s contribution to the sustainable economic and social development in the Sultanate and achieving the aspirations of the manufacturing sector being one of the major promising sectors for the economic diversification. Based on this, the private sector in the coming years will have the role of constructing, managing and operating the industrial estates and economic zones pertaining to Madayn,” Al Hasani said.
He pointed out that the Public Establishment for Industrial Estates has made efforts to restructure its legal system and re-engineer all its operations with the aspiration of enhancing competitiveness and attracting foreign and national investments. The issuance of the Royal Decree no. 32/2015 came to reflect the new role attached to the Public Establishment for Industrial Estates as it would be linked to regulating and monitoring, and the role of developing will be through an active partnership with the private sector. Recognised as the first body to offer such long-time notion, developers are now granted with usufruct contract for up to 99 years. Besides, under the new investment regulations, the managements of the industrial estates in the various governorates have been granted with the authority to approve investment applications of up to 100,000 square meters of industrial lands. New regulations of investment have also been issued, in which environmental related aspects have been taken into consideration.
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Furthermore, he informed that the Public Establishment for Industrial Estates has recently established Oman Investment and Development Holding Company, which aims at developing and improving the operational processes, competitiveness, infrastructure and facilities of the various industrial estates. The company shall take over the assets management of the existing industrial estates and work in partnership with local and international developers to develop and manage the industrial estates, raise productivity, enhance income, offer comprehensive services for the investors operating in these estates, and provide job opportunities for the nationals. It is hoped that in 2019 Rusayl Industrial Estate and Knowledge Oasis Muscat will be the first two estates to be managed and operated by Oman Investment and Development Holding Company as their main developer.
Al Hasani emphasised, “In view of the global trends in various areas, we had to shape a new brand identity for the Public Establishment for Industrial Estates which comes in line with the current and future local and global aspirations. The new identity is inspired by the authentic principles and fundamentals of Oman that takes into account all aspects related to modern investment operations.”
Madayn
Madayn brandmark was then launched at the ceremony. As Oman diversifies its economy, the Madayn brandmark is a powerful statement of confidence and pride. Meaning small cities, the name Madayn has been chosen to represent the Sultanate’s thriving nationwide network of world-class business hubs. And inspired by the imposing architecture of Oman’s historic towns and vibrant cities, the brandmark’s trifecta of stylised meems highlights the important urban and social aspect of Madayn’s identity – its infrastructure of welcoming communities offering attractive places to live, raise a family, and build a career. Further to this, the interconnected meems emphasise the multi-faceted character of Madayn, reminding us that these burgeoning centres are the home of industry, business and technology in the Sultanate while also alluding to their local, regional and international prospects as well as their significance for domestic entrepreneurship, innovation and business incubation.
Suggesting a window on the future, the brandmark draws the eye outwards, denoting the forward-looking nature of Madayn, its preparedness for the Fourth Industrial Revolution, and its foreign investment ambitions. With this in mind and to ensure broad appeal, the design brings together the three meems in a distinct Latin M - a clear declaration of global intent. Derived from the hues of the majestic Al Hajar Mountains, the rich purple of the Madayn brandmark projects durability and strength. The colour of energy and dynamism and of the desert sand, the orange in the design radiates the potential of Madayn and hints at its environmental credentials while the heritage red reminds both of the country’s landscape and legacy of ingenuity and enterprise. This bold palette reflects Madayn’s confidence in Oman’s industry, manufacturers, tech-savvy talent pool, and business spirit. Quintessentially classic with a modern twist and industrial feel, the typeface used expresses the innovative focus of Madayn, the strength of its offer, its well-established and solid foundations.
It should be noted that the event also included highlights on the history of the Public Establishment for Industrial Estates and its major achievements, as well as the launch of its new website and social media accounts. As part of the event that comes in line with the 48th National Day celebrations, the Public Establishment for Industrial Estates’ employees who have completed 25 years of service were honoured and a photo exhibit highlighting the achievements of the Public Establishment for Industrial Estates since its inception was held on the sidelines of the ceremony. Additionally, the event included the honouring of the family of the late Eng. Basim bin Ali Al Nassri, the former Director General of Marketing and Media at the Public Establishment for Industrial Estates who was one of those who initiated the brand identity project.
Continuous Growth
The launch of the new brand identity – Madayn, comes in coincidence with the 25th anniversary since the establishment of the Public Establishment for Industrial Estates. Today, Madayn is operating nine industrial estates with a total area exceeding 100 million sqm. With the existence of around 2000 projects, the volume of investments has touched nearly 6.5 billion Omani Rial. In addition, the number of workforce in all the industrial estates has reached around 55,000 by the end of 2017, of which around 20,000 are Omanis.
A number of officials and investors in the industrial estates have affirmed the pivotal role played by the Public Establishment for Industrial Estates in the past 25 years through developing Oman’s industrial sector and its great support to the Omani industries locally and abroad.
His Excellency Qais bin Mohammed Al Yousef, Chairman of Oman Chamber of Commerce and Industry, stated that the launch of the new identity of the Public Establishment for Industrial Estates, which coincides with its 25th anniversary since its establishment, will certainly contribute to achieving the vision and objectives of the Public Establishment for Industrial Estates with the best available means. “The Public Establishment for Industrial Estates is recognised as one of the main pillars of the national economy,” he stated, adding: “The new brand identity shall contribute to creating a positive bond between the Public Establishment for Industrial Estates and all the beneficiaries of its services. The Public Establishment for Industrial Estates has been a key partner in the efforts undertaken by OCCI to support the private sector’s activities, provide services and facilities for the industrial institutions and overcome the difficulties that many face industrial investors.”
“We at OCCI hail the efforts undertaken by the Public Establishment for Industrial Estates over the past years and its constant endeavours to attract industrial investments and provide continued support through regionally and globally competitive strategies, good infrastructure, value adding services, and easy governmental processes. The spread of the industrial estates across the Sultanate led to the creation of specialised industrial companies and adoption of advanced industrial technology in several economic sectors,” Al Yousef added.
On his part, Ayman Al Hasani, Chairman of Omani Products Exhibition (OPEX) Organising Committee, emphasised that the Public Establishment for Industrial Estates has succeeded in highlighting its efforts locally and abroad. “These great efforts have resulted in the advancement of the Sultanate’s industry, attraction of foreign investments to the Sultanate and localisation of the national capital, motivating the private sector to achieve sustainable economic and social development,” Al Hasani pointed out.
He added, “The Public Establishment for Industrial Estates is one of the main supporting and organising bodies of OPEX events. After being held nine times until date, OPEX is today a major event for the Sultanate’s industrial sector as the events have been able to go beyond the GCC and Middle East countries and new markets were approached such as East and North Africa and Iran. We hope that the new brand identity to ensure the continuity of the successes and achievements of Madayn and its constant efforts to diversify the sources of the national income in light of the global changes that necessitate the creation of new alternatives to strengthen the countries’ economies.”
Abdul Karim Al Lawati, Chief Executive Officer of AATCO Food Industries, an investor in Suhar Industrial Estate, noted that the company is one of the first companies established in the estate back in 1994. The company began with an area of 1800 sqm and have reached to around 11,000 sqm today. “The Sultanate has been giving a major attention to the industrial estates including Suhar Industrial Estate. A variety of high standard facilities and services are at the hand of the investors in the estate. Furthermore, the Public Establishment for Industrial Estates has not only been focusing on the provision of infrastructure but also on the promotion of Omani products as part of ‘Made in Oman Campaign’. Additionally, it has been playing a significant role in facilitating services for the investors in cooperation with various related ministries,” Al Lawati said.
Fahmy Al Hinai, director of Poly Products, an investor in Rusayl Industrial Estate said that the industrial estates in Oman are not only embracing the major industries under its umbrella but also Small and Medium Enterprises in an integrated and cooperative manner. “Since its inception, the Public Establishment for Industrial Estates has encouraged entrepreneurs to establish their own businesses. It has always been supporting the companies and promoting their products locally and overseas. In fact, we have to be proud of having Rusayl Industrial Estate as a successful model along with the other estates. After 25 years, we are witnessing a considerable expansion in all the estates in terms of the land areas, number of investing companies and employees, and the provided services,” Al Hinai emphasised.
Ibrahim Al Hoqani, Managing Director of Nizwa Food Industries, an investor in Nizwa Industrial Estate, stated that the Public Establishment for Industrial Estates offers an ideal environment for setting up any investment project. “A variety of services and facilities are being provided in the various industrial estates which encourage investors to set up their businesses in these estates. In addition, the Public Establishment for Industrial Estates contributes effectively to finding new markets for the investors in all the estates,” Al Hoqani said.
In its statement, the Management Team of Oman Foodstuff Factory, noted that the Sultanate has proven to be an important home since opening our manufacturing operations here in 1989. “We have been able to accelerate our growth here in part due to the incredible support of the Public Establishment for Industrial Estates and the Sultanate’s government. Thanks to on-site generation, there is reliable power with natural gas piped to us. Centrally located, with highway, air and port connections, this is a transportation strategic spot. The Sultanate has a comprehensive workforce system with dedicated, sincere, hard-working, skilled Omani nationals and on-site training providers to improve skills. As far as utilities go, Public Establishment for Industrial Estates delivers everything you need to succeed: data transmission, energy, and water - in abundance. You can depend on it,” the statement elaborated.
P.S. Kumar, Chief Executive Officer of Omani Vegetable Oils and Derivatives Co., emphasised that it has been the great vision of His Majesty Sultan Qaboos bin Said to transform Oman into a modern state with well– developed infrastructure, vibrant economy and peaceful society offering the highest living standards to the people of the country. “The country has made tremendous progress in key sectors like oil and gas, information technology, telecommunications, banking, finance, insurance, trade industry, transportation, power, water, construction, real estate, tourism, health and education and retail among others,” he said, adding: “Oman’s geostrategic location, world class infrastructure and diverse commercial opportunities are defining this country as a magnet for new business. Its location offers access to regional markets and its internal and external policies aim to foster economic growth and prosperity for people of Oman,” he pointed out.
Kumar added, “With the aim of diversifying its non-oil revenues and achieve objective of long term economic development, the government has set up the Public Establishment for Industrial Estates which has contributed in creating a business friendly environment in Oman and provide employment opportunities for citizens. Public Establishment for Industrial Estates has played a pivotal role in the structural transformation in the manufacturing domain by way of establishing many small, medium and large scale industrial units in Oman and has been successful in achieving its corporate objectives. After completing 25 years since its establishment, Public Establishment for Industrial Estates is in the forefront and following the long term vision of His Majesty’s economic diversification. The Public Establishment for Industrial Estates has been offering a sustainable business atmosphere that attracts and generates investments.”
When asked about the support that the company has been receiving from Public Establishment for Industrial Estates, Kumar had this to say, “Our company is in existence since 2005 and the Public Establishment for Industrial Estates has always been an integral part of our success. The Public Establishment for Industrial Estates has always ensured uninterrupted supply and availability of all the utilities (electricity, water and gas) which are very essential for continuous operation of any manufacturing unit. The Public Establishment for Industrial Estates has been continually arranging and organising exhibitions and trade fairs in diverse geographies to showcase Omani products and enterprises and those efforts have really helped us in expanding our market reach and presence across many landscapes. The Public Establishment for Industrial Estates has also taken initiatives to arrange meeting with governmental bodies to address the issues faced by industrial units on account of any change in governmental policies or procedures.”
Ahmed Al Barwani of Muna Noor Manufacturing and Trading hailed the role of the Public Establishment for Industrial Estates and the government in providing the infrastructure in the various industrial estates. “We are investing in three estates and have seen the major efforts of the Public Establishment for Industrial Estates to support the Omani industries and promote the Omani products,” Al Barwani pointed out.