A Global Lifestyle Solution in Ceramics

CEO Today Magazine caught up with Mr. Abdallah Massaad Group CEO of RAK Ceramics PJSC to discuss the U.A.E based RAK Ceramics - one of the largest ceramic brands in the world.

RAK Ceramics is one of the largest ceramic brands in the world. Specializing in ceramic and gres porcelain wall and floor tiles, sanitaryware, tableware, and faucets. The company has the capacity to produce 118 million square meters of tiles, 5 .7 million pieces of sanitaryware, 26 million pieces of porcelain tableware, and 2.6 million pieces of faucets per year at its 23 state-of-the-art plants across the United Arab Emirates, India, Bangladesh and Europe.

Founded in 1989 and headquartered in the United Arab Emirates, RAK Ceramics serves clients in more than 150 countries through a network of operational hubs in Middle East, Europe, Africa, Asia, North and South America, and Australia. Across global operations, the company employs approximately 12,000 staff from more than 40 nationalities. RAK Ceramics is a publicly listed company on the Abu Dhabi Securities Exchange in the United Arab Emirates and, as a group, has an annual turnover of approximately US$1 billion.

Mr. Abdallah Massaad is the Group CEO of RAK Ceramics PJSC and a member of the Board of Directors of  several subsidiaries of RAK Ceramics and other international organizations.

Mr. Massaad has more than 25 years of experience in industrial manufacturing and ceramics. He has a keen understanding of regional and international markets, having successfully developed operations through his business leadership abilities across different geographies.

An award-winning CEO, Mr. Massaad was awarded the ‘Visionary CEO in Manufacturing Leadership’ by Frost & Sullivan, ‘GameChanging CEO’ by Finance Monthly, ‘Outstanding CEO’ at the Global Business Excellence Awards, ‘Executive of the Year’ at the BIG Awards for Business and the ‘CEO of the Year’ by CEO Monthly Magazine over the years. Most recently, the ACIMAC, Associazione Costruttori Italiani Macchine Attrezzature per Ceramica, awarded Mr. Massaad with a Special Jury Award for Outstanding Work in Marketing and Branding in 2022. Mr. Massaad was also recognized among the Top 10 CEOs, in the Logistics and Industrials sector, by Top CEO Conference and Awards in 2022.

Mr. Massaad holds post-graduate qualifications in Management  ‘DEA in Business Administration’  (1998) and an undergraduate degree in ‘Maitrise in Business Administration –  Marketing’ from USEK (Université Saint-Esprit  de Kaslik), Lebanon. He is fluent in Arabic,  French, and English and also speaks essential German.

What is your favorite thing about the sector you operate within?

It is fascinating how dynamic the ceramics sector is. This is where we emphasize and highlight our creativity and design, promoting it regularly and embedding it at the heart of the company’s philosophy. RAK Ceramics is at the forefront of technology and innovation, ensuring we meet the scrutiny of everyday life and giving room for imagination in every aspect. The fact that we can provide our customers with endless creative possibilities speaks about our commitment to innovation.

What have been your most notable recent achievements?

As the demand for distinctive and sustainable ceramic products grows, RAK Ceramics’ emphasis on sustainable production has increased. We have invested in the latest cutting-edge technologies and recently launched our Smart Factory, which integrates automation and IoT technologies to revolutionize tile manufacturing and meet the evolving demands of our customers. Equipped with the latest machinery and technology, our facility optimizes production, reduces waste, and enhances product quality. As a manufacturing company, we have realized the fruits of sustainable investing over the years, especially in terms of waste utilization and energy consumption, contributing more positively to our local environments.

“We continue to leverage on our expertise and business skills to pursue responsible and sustainable production, developing a safe and comfortable environment for our stakeholders while still delivering value.”

What are your plans for RAK Ceramics for 2023 and beyond?

Given current macroeconomic conditions, growth remains our primary focus, supported by our diversified operations, leveraging on our 2022 consolidation exercise and building on our upcoming expansionary plans. We look to pave the way for sustainable economic growth beyond 2023; as such, our strategic priorities align with our sustainability objectives.


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