Dr. Khater Massaad is an example of the kind of innovative, creative, forward-thinking leadership that has made the UAE one of the world’s most attractive investment destinations. As CEO of the Ras Al Khaimah Investment Authority (RAKIA) and of RAK Ceramics, the biggest ceramics company in the world, he has an in-depth understanding of the business environment and exceptional investment potential of the UAE and of Ras Al Khaimah.
Commenting on why international investors should target Ras AlKhaimah in particular, Dr. Khater Massaad says, “In every field there is an opportunity because the UAE’s and the Gulf’s populations are growing. Here, investors setting up industrial projects can export to a population of two billion within a three-hour flight from their plant. If we take the example of RAK Ceramics, our most successful industry, we can export to 150 countries from Ras Al Khaimah. Any other industry can be successful as well. Every industry that is long term and sustainable is welcome here.”
Dr. Khater Massaad adds that Ras Al Khaimah offers an advantageous labour market, UAE membership, a world-class free zone, exceptionally attractive costs for construction and land, and high-quality services from RAKIA. Defining the RAKIA difference, he says, “We try to be very friendly, very welcoming, and very efficient. We try to make it very easy for investors.”
Top Middle East investment destination
Dr. Khater Massaad notes that RAKIA is working to attract investors in many industries. He says, “Ras Al Khaimah was recently rated one of the best and most creative investment destinations in the Middle East and among the top ten in the region. In our industrial parks, we have world-class infrastructure available. RAKIA is working on many projects to bring in diverse industries, including in the automotive sector, where we would like to attract US, European and Asian manufacturers to set up plants here.”
Dr. Khater Massaad is a key reasonso many foreign investors have chosen Ras Al Khaimah. One satisfied investor there is Dabur, the world’s largest Ayurvedic and natural healthcare, personal care and food-products company and the fourth-largest company in India. CEO Mohit Malhotra, explains, “We evaluated Ras Al Khaimah as a possible manufacturing destination and after just one meeting with Dr. Khater Massaad, it was clear to us at Dabur that RAK was the place for us. The costs were lower, the licensing and regulations were all much easier, and the support from RAKIA and the RAK government was at the highest level.”
Dabur is the kind of company that Ras Al Khaimah particularly welcomes, since it has a very international outlook and is open to partnerships. Mohit Malhotra explains, “As part of our long-term growth strategy through a mix of organic and inorganic enablers, Dabur made its first international acquisitions in 2010 and 2011 by acquiring two companies, one in Turkey and one in the US. Strategic acquisitions are critical for gaining access to new markets and advanced technologies to leverage inter-company strengths and scale in both the front-end and back-end of the business value chain. We are open to evaluating such mutually beneficial partnerships in the future.”
Dabur also focuses on corporate social responsibility, a top priority in Ras Al Khaimah. Mohit Malhotra points out, “Social responsibility is one of the key strategic intents of Dabur. We have a vision of dedicating ourselves to the health and well-being of every household. Dabur wants to be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesising our deep knowledge of herbs with modern science.”
Dabur set to reinvest
Dabur has been so satisfied with its investment in Ras Al Khaimah that it plans to expand there. Mohit Malhotra says, “We currently have approximately 100,000 sq m in Ras Al Khaimah and have ambitious plans to double our investments in the next two years. We have already taken the first step of purchasing additional land from RAKIA, which was helpful enough to provide space contiguous to our existing factory. These are some of the intangible benefits we receive which exemplifies the level of cooperation we get from the government in Ras Al Khaimah.”
Dr. Khater Massaad’s vision for Ras Al Khaimah is that it will be the industrial hub of the UAE. The emirate is well on the way to reaching this goal, judging by Dabur’s success story. Mohit Malhotra says, “Dabur’s experience in Ras Al Khaimah has been extremely positive and encouraging due to the visionary leadership of HH Sheikh Saud and Dr. Khater Massaad. We are thankful and indebted to them for their support and contribution to Dabur’s success in the region. They have helped and facilitated us whenever needed and I would recommend all companies to come and invest here. Follow our footsteps and invest in Ras Al Khaimah.”
