CERAMICS CAPITAL
TBY talks to Abdallah Massaad, Group CEO of RAK Ceramics, on local manufacturing, demand for ceramics, and the Emirate's competitiveness.

BIOGRAPHY
Abdallah Massaad has led RAK Ceramics PJSC as Group CEO since June 2012. He is also a representative on the board and management of several subsidiaries of RAK Ceramics, helping companies engage in the integration of the ceramics supply chain. His tenure with RAK Ceramics began in 2004, when Massaad was invited as a marketing consultant to upgrade the branding and positioning of the company in preparation for ambitious expansion plans. Massaad formally joined RAK Ceramics in 2006 as Deputy CEO. An award-winning CEO, Massaad most recently won a Visionary CEO Award at the Manufacturing Leadership Awards, a CEO Middle East Award from CEO Today Magazine, and a Game Changer Award from Finance Monthly.What would you recommend to improve the perception of 'Made in UAE' products worldwide?
Having a strong brand is important, and people associate the 'Made in UAE' label with excellent products and companies. The 'Made in the UAE' label lends credibility to all of the country's manufacturers and strengthens the manufacturing sector as a whole, which can only be a good thing for us. For example, RAK Ceramics was established in 1989 and since has grown to become one of the largest ceramics brands in the world, despite a ceramics industry that was predominantly focused on Italian and Spanish products. In 2016, we launched a new brand identity, which was designed to better reflect who we are and where we are headed. Today, RAK Ceramics has a strong brand, and the 'Made in UAE' label helps boost our brand exposure worldwide.
How do you qualify Ras Al Khaimah's competitiveness for foreign investment?
Ras Al Khaimah is of course our headquarters and our most successful plant. Ras Al Khaimah's historical DNA is in manufacturing and industry, and RAK Ceramics has played a key part. By choosing to play to its strengths and focus on manufacturing and industry, Ras Al Khaimah complements the other emirates such as oil-led Abu Dhabi and tourism-led Dubai. As the UAE economy continues to diversify away from oil, manufacturing will play an even more important role, and we are proud to be at the forefront of that. The UAE has great infrastructure. We have some of the best airlines and ports, which enable us to access world markets, and in Ras Al Khaimah the raw materials we import are delivered directly to us from all around the world. Being based in Ras Al Khaimah, we are uniquely positioned to export our products globally with no barriers.
How should policy be shaped to further boost exports from the UAE?
At RAK Ceramics, we are always looking for ways to boost our exports through better accessibility, delivery time, and reduced transportation costs. As part of the UAE Government's Vision 2021, Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has called for a unified industrial strategy. During this shift toward a post-oil era, the industrial sector is set to become one of the country's key contributors to GDP. Continued developments in the UAE's transportation infrastructure gives RAK Ceramics access to high-quality raw materials and new technologies that will enable us to be competitive in our global export markets.
How will the level of competition develop in the ceramics industry worldwide?
Over the last 10 years, the ceramics industry has come a long way. The introduction of digital printing changed the industry dramatically. Historically, carpet and wood were chosen as the main flooring solution, whereas today ceramics is increasingly gaining market share. With the new technologies we have available, RAK Ceramics is able to produce products that are greener, cleaner, and more durable than marble, granite, wood, or cement, thereby reducing the use of granite in residential, commercial, and outdoor developments. Overall, the usage of ceramics per capita has increased, which is great for business, but the industry does not come without its challenges. Increasing competition, rising costs of materials, and ongoing increases in gas prices are challenges we must try to find ways to mitigate.

TABLE OF CONTENTS
Interview
ndrea Di Gregorio, , Director of Energy Efficiency and Renewables , RAK Municipality Department
TBY talks to Andrea Di Gregorio, Director of Energy Efficiency and Renewables of the RAK Municipality Department, on the Emirate's overall strategy, specific programs, and early supporters of energy efficiency and renewables.
read articleInterview
Abdulrhman Al Shayeb Al Naqbi, Director General, Ras Al Khaimah Department of Economic Development (RAK DED)
TBY talks to Abdulrhman Al Shayeb Al Naqbi, Director General of the Ras Al Khaimah Department of Economic Development (RAK DED), on improving the ease of doing business, key diversification pillars, and the impact of new VAT.
read articleInterview
Sheikh Ahmed bin Saqr Al Qasimi, Chairman, Ras Al Khaimah Economic Zone (RAKEZ)
TBY talks to Sheikh Ahmed bin Saqr Al Qasimi, Chairman of the Ras Al Khaimah Economic Zone (RAKEZ), on offering investors a global platform, creating a one-stop shop, and the strategic comparative advantages of access to the Indian Ocean.
read articleInterview
Manu Mehra, CFO, RAK Investment & Development Office (RAK IDO)
TBY talks to Manu Mehra, CFO of the RAK Investment & Development Office (RAK IDO), on the role of free zones in diversification, the benefits of smart state intervention, and the keys most needed for a strong manufacturing sector.
read articleInterview
Yousef Esmaeel, Chairman, Supreme Committee of Saud Bin Saqr Establishment for Youth Enterprises Development (RAK SME)
TBY talks to Yousef Esmaeel, Chairman of the Supreme Committee of Saud Bin Saqr Establishment for Youth Enterprises Development (RAK SME), on incentivizing young people, working with local government to encourage entrepreneurialism, and the role of SMEs in the UAE marketplace.
read articleInterview
Abdullah Al Abdooli, Managing Director, Al Marjan Island
TBY talks to Abdullah Al Abdooli, Managing Director of Al Marjan Island, on the continuous growth of the real estate market in RAK, its robust investment landscape, and the Emirate's ambitious plans to develop its tourism sector.
read articleInterview
Hassan Hamdan Al Alkim, President , American University of Ras Al Khaimah (AURAK)
TBY talks to Hassan Hamdan Al Alkim, President of the American University of Ras Al Khaimah (AURAK), on the consequences of growing global demand for education and AURAK's efforts to attract students from beyond the Emirate.
read articleInterview
Gurumadhva Rao, Vice Chancellor, RAK Medical & Health Sciences University (RAKMHSU)
TBY talks to S. Gurumadhva Rao, Vice Chancellor of the RAK Medical & Health Sciences University (RAKMHSU), on the further development of higher education, its key differentiators, and the need for qualified doctors.
read articleInterview
Taner Topcu, Director, Ras Al Khaimah Economic Zone’s (RAKEZ) Academic Zone
Taner Topcu holds a bachelor's degree in Public Administration from Anadolu University in Turkey. He is an industry expert with more than 20 years of successful experience in education, hospitality, business development, and customer relations. Prior to joining RAKEZ in 2015, Taner worked at TECOM Investment's Education Cluster in Dubai Knowledge Village and Dubai International Academic City, where he worked in operations, business development, and account management. He also worked at Aabar Investments in Abu Dhabi as a Business Development Manager and at Dubai's Knowledge and Human Development Authority as a Director of Engagement Operations.
read article