TOP INTERVIEW
From Middle East to the World
Achieve the No.1 position in GCC Section Steel Market
Sulb
Bahrain & Saudi
Ravi Singh Chief Executive Officer
Sulb Bahrain & Saudi
SULB was established as a joint venture between Foulath and Yamato, with the Gulf Investment Corporation (GIC), which is funded by the governments of all six Middle Eastern countries, as the main investor.
Instead of the conventional electric furnace ironmaking process that uses steel scrap as raw material, SULB is the only company in Yamato Kogyo group that uses iron ore pellets as raw material, a process known as direct reduction ironmaking (DRI).
Based in Bahrain and Saudi Arabia, SULB exports its products to a wide range of areas including Europe and Africa.
SULB has one of the highest production capacities of any section steel producer in the region.
Made by Yamato
The premise is that SULB has formed a good partnership with the Japanese conglomerate Yamato Kogyo. This significantly contributes to improving SULB's brand value, owing to Japan’s well-earned reputation as the manufacturer of high-quality products.
SULB's operations continue to be supported by its high level of operational skills. Operational wisdom is not easily acquired, something Yamato has gained over a long time competing in the Japanese industry.
The SULB products manufactured using this technology are widely recognized in the region as a truly Made by Yamato brand.
As the Middle East continues to transform
For the last two years, we have been producing one million tons (SULB+ Saudi SULB) in a market of about 1.8 million tons, including imports. In other words, we have produced more than 50% of the total consumption in the market. We are very proud of this and want to continue our position as the leading section steel manufacturer in the region.
Many large-scale urban development projects and solar power generation projects are being planned in the region, led by the "NEOM" Smart city project that Saudi Arabia has set forth in its "Saudi Vision 2030". We are one of the few steel Mills in the region that can produce steel shapes for solar power generation equipment. As a steel supplier supporting the transformation of the Middle East, we will continue to contribute to the region through our products.
Yamato's contribution to SULB was the selection of equipment with appropriate automation and control systems for the plant construction.
Yamato's contribution to SULB was the selection of equipment with appropriate automation and control systems for the plant construction. Without Yamato as a partner, we would not have been able to choose the current equipment, as they possess unmatched technological expertise and the confidence to take on challenges even if the outcome is uncertain. In addition, Yamato's high level of operational technology enables it to select the right technology for different markets.
I believe that Yamato will continue its dominant position in the section steel market. From a consumer perspective, while Yamato continues to be technologically strong, there is room for improvement in terms of marketing and branding. Yamato must ensure that its name comes to mind whenever shaped steel is mentioned. In this aspect, I believe that Yamato can set even higher goals. We want to assure you that SULB will be the premier name in this category in the GCC and wider MENA region. We will work together as Yamato Kogyo group to achieve the No. 1 position as the global leader in section steel.