of Quality & Excellence 1991 - 2011 Ce ebrating l - RAK Porcelain

“It is always what you have achieved and what you could achieve. The sky is the limit.” These are the words used by
Dr. Khater Massaad, CEO of RAK Ceramics, to describe the attitude behind our fundamental concept of excellenceoriented
corporate philosophy. Excellence means not being satisfied with what you have achieved but instead constantly
striving for innovations and improvements in a permanent process. As a leading global industrial company, we at RAK
Ceramics are committed to this conviction in all spheres. In the interest of our customers we try to improve daily.
We achieve excellence by:
- manufacturing outstanding quality products that represent unique value for money;
- using cutting edge technologies to repeatedly set new standards and trends with innovative products;
- assuming social responsibility whenever our company has branches and integrating all our staff in the constant process
of personal and company development.
RAK Ceramics consider it an immutable duty to make the best possible contribution to the protection of our environment.
We are intensively and permanently committed to the questions of effectively reducing pollutants. We respect and take
note of the ethical principles of responsible cooperation with our staff and business partners. For our customers we aim
to be an irreplaceable partner worldwide, one who fulfils their needs and expectations at all times. We would be happy
if you, too, were to test our readiness and our ability to achieve yours objectives and requirement. We look forward to it.
Dr. Khater Massaad
Chief Executive Officer - RAK Ceramics
Introduction
The public-listed RAK Ceramics is the world’s largest manufacturer of ceramic tiles and bathware with a global production
output of 115 million sq.mt per anum and accounts for $ 1 billion annual turnover. The Ras Al Khaimah-based company
currently was established in 1991 by H.H. Sheikh Saud Bin Saqr Al Qasimi, member of the Supreme Council and Ruler of
Ras Al Khaimah, and RAK Ceramics Chairman, and Dr. Khater Massaad, CEO, who directed the company towards global
competitiveness, technological advancement, and high-quality production.
Specializing in high-quality ceramic wall and floor tiles, Gres Porcellanato, and sanitary ware, RAK Ceramics uses more than
6,000 production models, with new designs added almost every week to its product portfolio. Tiles are manufactured in a
variety of sizes, from 10 cm x 10 cm up to 125 cm x 185 cm, the widest range offered in the ceramic field.
RAK Ceramics is the world’s first company to launch Luminous, Golden or Silver Glazed tiles and the Antimicrobial, a super
specialty tile for the hospital industry. The company’s latest creations “RAKSLIM”, an eco-friendly 4.5-millimetre thick tile
that sets a new industry benchmark in thickness, strength, cost and ease of use.
The Ras Al Khaimah plants of the company alone currently produce around 227,000 sq.mt. of tiles per day and over 8500
pieces of sanitaryware per day. Considering the company’s overseas plants in several other countries, the global production of
tiles has now reached over 360,000 sq.mt. per day and over 12,000 pieces of sanitaryware per day. Presently, the company
exports to more than 150 countries across 5 continents, which is a testimony to its excellent reputation in the ceramic industry.
RAK Ceramics is a ISO 9001 : 2008 & ISO 14001 : 2004 certified organisation. RAK Ceramics was recognised as ‘Company
of the Year’ in 2004 by the Arabian Business Awards and in 2005 bestowed the ‘MRM Business Award for Manufacturing’,
the highest manufacturing award of the UAE, by the Dubai Chamber of Commerce and Industry. In 2007, it was given an
AA rating and was ranked among the top four brands in the UAE by UK-based Brand Finance Middle East. It has also been
conferred the SuperBrand status in 2009 and 2010.
RAK Ceramics has been awarded the NATA (National Association of Testing Authorities) accreditation from Australia that
certifies RAK Ceramics Sanitary ware Testing Laboratory is incompliance with NATA requirements to perform specific tests
and operate in accordance with ISO/IEC 17025.
Dr. Khater Massaad was presented with the Visionary CEO Award during the 1st Middle East Business Leaders Summit and
Awards - 2010, Dubai. RAK Ceramics was also honoured with the Best Brand Award at the same event, which recognises
decades of business excellence and outstanding leadership.
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