Dynamic regional market as target

The regional landscape for polymer and plastic products is growing, and manufacturers are aware of the opportunities that exist regionally. Major industries across the world are in need of plastics and this demand is set to soar in the coming years. Panache International, a leading plastic products manufacturer, has set its sight on the growth pattern of the regional landscape.

In a recent interview with International Plastics News – Middle East and Africa, Mr. Vishaal Shah, CEO and Founder of Panache International talked about the strategic moves of the company to gain competitive edge.

IRNE: What are the products that Panache International supply the global market?

Mr. Shah: Panache International produces a wide range of disposable plastic and packaging products which are highly useful and appealing to consumers worldwide. Our aim is to rank our products amongst the world’s leading manufacturers in terms of quality, cost and support provided to our partners.   

Panache International offers a broad selection of polypropylene water cups, disposable plates and trays, yoghurt packaging and ice cream packaging cups, plastic trays and airline cups. 

IRNE: What brand names are the company’s products known for?

Mr. Shah: Our two brands are “Raha” and “Anaasa.” The Raha brand, meaning “comfort” and “relaxation” in Arabic, established its position as a leading brand, offering polypropylene products. These products are ergonomic and convenient to use, not to mention hygienic and non-toxic, microwave safe and recyclable.

The Raha product range includes cups, plates, bowls, containers, lids and trays. Besides its indigenous products, Panache also does a lot of private label production for other brands.

IRNE: Since inception to date, how has the journey been?

Mr. Shah: Established in 2005 and in less than 9 years, Panache International Limited has tripled its production capacity to meet the requirements of a rapidly expanding market. Our revenues grew multifold and today, our well-equipped facility has the capacity to produce almost 7 million high quality plastic cups daily. To add perspective, we can load three 40-foot high cube containers daily. 

We feel that living in a fast-paced world, customers demand that they receive the very best products customised to their liking, while maintaining exceptional quality. Hence, we operate on the philosophy of striving to do just that. 

IRNE: What are the destinations of your products? 

Mr. Shah: Panache International supplies its products to the catering, food service, dairy and retail industries but is keen to target industries which hold further potential for growth and innovation. Our target industries include airlines, horticulture and frozen food processing. 

We have grown in terms of our market reach, and at present we cater to countries in the GCC, UK, Europe, Australia, Pakistan, Russia, Jordan, Nigeria, Tanzania, Morocco, Gambia, Libya, Ghana, Angola, Sudan, Congo, Kenya, Ethiopia, Madagascar and South Africa. We have recently started exporting to several locations in North America including Canada. Headquartered in Dubai, UAE, we also maintain representative offices in London (UK) and Nairobi (Kenya).

IRNE: How is the Kaizen Management System different from its conventional peers?

Mr. Shah: Japanese incepted Kaizen Management Systems’ enables and creates a culture of continuous improvement in the organisation which results in efficiency in production leading to high quality low cost production. We pride on our ability to work 24/7 in a multi-shift environment with dedication in every facet, be it raw materials, technology, printing techniques or packaging processes.  These systems mirror our dedication and is reflected in the quality of our products and support structure.

IRNE: How does the company conduct its R&D? Is it outsourced?

Mr. Shah: Panache International has a fully integrated in-house engineering team with a specialised tools room to conduct research, development as well as product development.

IRNE: What expectations do you hold from the region's plastic industry?

Mr. Shah: The GCC and the MENA region will continue to post high growth projection as the population grows, and export opportunities from the region keep on increasing. We are planning to introduce red product concepts within the UAE which is also highly popular in the west. As of right now, we feel that the aviation industry in the region holds immense potential so our new product line-up includes meal trays and airline cups. IRNE

Panache International
International Media & Production Zone (Impz), F104,
P.O. Box 121901
Dubai, U.A.E
Tel: +971-4 454 2093
E-mail: info@panacheintltd.com