A focused approach
 

The Al Ansari Group is consolidating its operations to make the most of impending opportunities in the Sultanate and simultaneously looking at growth across geographies, reports Mayank Singh

From a humble beginning of two people and an indenting activity in 1975, the Al Ansari Group has been able to diversify into different verticals in the construction arena such as civil contracting, electro-mechanical works, instrumentation, calibration, steel fabrication, and trading of high value engineering products; and has expanded operations into three different geographical areas. Today the group boasts of over 3000 employees and 10 group companies across Oman, UAE and India.

“Timely diversification and converting the opportunities into a viable business over the last 35 years have significantly contributed to our great success. A lot of this success can also be attributed to the continuous focus on developing the Al Ansari brand and the Al Ansari family culture,” says Yusuf Esmailji Nalwalla, joint managing director, Al Ansari Group of companies.

For most companies the primary objective of building a strong brand is to “fence off” the competition and increase marketshare. Al Ansari has tried to build a brand that invokes a sense of trust and reliability amongst clients and all its stakeholders. The key to building such a brand image is the fact that it ensures that customers are treated with respect, they receive high quality products and services and that the execution process is an enjoyable experience. The organisation is built on the same principle of employing and training a team which can provide products and services that benefit the customer and meet their expectations. Says Kiran Asher, group managing director, Al Ansari Group of Companies, “I take pride in the fact that we have established a reputation of being a company which is known to fulfill its commitments and deliver at any cost and under any circumstance.”


Riding the wave


The company has benefitted from the overall development of the Sultanate’s economy. Says Nalwalla, “Over the last decade the construction business sector has grown in several fold. The government of Oman has made massive strides in developing the infrastructure of the country. Several infrastructure projects such as road works, pipeline works and sewage treatment plants have been completed all across Oman and many such projects are on the anvil. Such initiatives by the government not only benefit our business but also give a boost to the economy which in turn fuels growth across sectors.”

Oman’s economy is buoyant and poised for growth. The government plans to spend on several infrastructure projects and this would directly help businesses in a positive manner. Al Ansari is strategically aligning its resources to take on the business opportunities that are on the anvil. The group is focusing on growing its trading business unit and the civil works division. Says Asher, “We have decided to consolidate our group companies under one roof and build a corporate office in Ghala. The development of this building is already on its way and we plan to complete it by early 2011.”

The group has also spread its wings geographically. Apart from the Sultanate it has operations in Dubai, Chennai and Bangalore. In the UAE it has a landscaping and electro-mechanical contracting company called Akar. Within a short period Akar has been able to establish itself as a premier landscaping company in the region. Apart from this, it also has a company called Kimoha in Dubai which is a leader in manufacturing and marketing of paper products and labels. In Bangalore it has established Al Ansari power technology which provides electro-mechanical solutions. In Chennai it has set up JSK ltd which supplies and installs high-end engineering products in the building industry.

The Al Ansari logo amplifies the brand image fostered by the company. Says Nalwalla, “the colour red signifies the vitality that we possess and exuberate. It also symbolises that we are sensitive to the ongoing trends in the market and are constantly looking to implement and promote innovations that are required to have the cutting edge. The fort signifies the commitment we as a company wish to extend to our valued customers and the strong character of encompassment and strong protection. It also symbolises that our clients can feel secure with us and that they trust us to deliver products and services that are of high quality standards.” The two ‘A’s imply that Al Ansari is an A grade company and its employees take pride in being part of such an organisation. The square engulfing the fort exhibits the “fair and square” dealings that it practices with its customers, suppliers and employees.