UAE Manufacturing Giant to Ramp up Process Efficiency with SAP

RAK Ceramics Intent on Maintaining Status as World’s Leading innovator in Ceramics and Porcelain

RAS AL KHAIMAH, United Arab EmiratesRAK Ceramics, the world’s largest manufacturer of ceramic and porcelain tiles, is set to markedly improve process efficiency and drive sustainable business growth with the support of cutting-edge SAP software solutions.

The two-phase project will see SAP implement a comprehensive suite of Enterprise Resource Planning (ERP) tools across the Ras Al Khaimah-based company’s 12 United Arab Emirate Factories, before rolling it out to five international locations.

The high-profile collaboration follows a recent meeting between His Highness Sheikh Saud Bin Saqr Al Qasimi, Supreme Council Member and the Ruler of Ras Al Khaimah, and Bill McDermott, SAP Co-CEO and Executive Board Member, where the discussion centered on how SAP could help drive the emirate’s long-term growth and prosperity.

“Teaming up with SAP feeds into our unceasing mission of continually surpassing the expectations of our customers, dealers and partners,” said Khaled Abdulla Yousef, Board Member, RAK Ceramics.

Left to Right: Khaled Abdullah Yousef, Board Member, RAK Ceramics; Dinesh Mohan, General Manager-SAP Projects, RAK Ceramics; Qais Gharaibeh, UAE Managing Director, SAP MENA; Karim Hindam, Key Accounts Manager, SAP MENA.

“In an era of global competitiveness and borderless economies, the only organizations that will thrive are those that remain truly receptive to innovation in its many and varied forms. Embracing cutting-edge IT solutions from SAP is a major step in making RAK Ceramics run better, improving end-to-end process integration and harmonization, and driving sustainable business growth.”

The deal will see RAK Ceramics migrate away from an Oracle-based platform in order to bolster its ability to improve customer satisfaction, reduce costs for production, procurement and acquisition, improve working capital management and enhance asset utilization.

“RAK Ceramics is the number one company of its kind in the world and a glittering jewel in the Middle Eastern manufacturing sector,” said Qais Gharaibeh, UAE Managing Director, SAP MENA.

“The company’s inspiring pursuit of excellence and innovation makes it a vital player in the UAE’s economic landscape and SAP is proud to help maximise value and improve its efficiency wherever possible.”

Dinesh Mohan, General Manager-SAP Projects, RAK Ceramics, added:

“SAP will give RAK Ceramics the big picture it needs to improve transparency, efficiency, productivity and business integration as we strive to consolidate our leadership position and redefine both the scope of our company and the possibilities of our industry. The management team, led by the Deputy CEO, Mr. Abdullah Massad, has been actively pursuing the introduction of a world-class ERP solution for some time. Under the guidance of Mr. Khaled Abdulla Yousef, we have evaluated and received the board’s approval. We are excited and ready to start the project.”

Left to Right: Rami Amkieh, Regional Sales Director, SAP MENA; Dinesh Mohan, General Manager-SAP Projects; Khaled Abdullah Yousef, Board Member, RAK Ceramics; Qais Gharaibeh, UAE Managing Director, SAP MENA; Karim Hindam, Key Accounts Manager, SAP MENA; Michele Cito, Services Account Manager, SAP MENA.

Established in 1991 by H.H. Sheikh Saud Bin Saqr Al Qasimi, the ruler of Ras Al Khaimah and CEO Dr. Khater Massaad, RAK Ceramics is a USD 1 billion global conglomerate that supplies to over 160 countries across five continents. His Highness Sheikh Mohamad Bin Saud Al Qasimi, Crown Prince of Ras Al Khaimah heads the company as Chairman.

The company employs more than 8,500 employees in UAE and over 15,000 employees through its various manufacturing facilities and distributions worldwide. Currently, state-of-the-art Ras Al Khaimah plants produce 227,000 sq.m of tiles and 8,500 pieces of bathware per day. Global production exceeds 360,000 sq.m of tiles and 12,000 pieces of bathware per day.

RAK Ceramics stands out for its ability to innovate. It is the first company in the world to launch Luminous, Golden and Silver Glazed tiles, as well as RAK Antimicrobial, a super specialty tile for the hospital industry.

Global acclaim has also been forthcoming for the company’s focus on eco-friendly products and its role as a founding member of Emirates Green Building Council, which supports the development of sustainable buildings in the UAE. RAK Ceramics was awarded SUPERBRAND status in 2011 for third consecutive year in a row by the Council of Superbrands, the world’s largest independent brand arbiter.

About RAK Ceramics
RAK Ceramics is a USD 1 billion global conglomerate that supplies to over 150 countries and has been officially recognised as the world’s largest ceramic tile manufacturer with a global production output of 117 million square meters. RAK Ceramics offers a comprehensive product portfolio comprising over 8,000 designs in ceramic tiles, Gres Porcellanato, and several models in bath ware. RAK Ceramics has earned distinctions such as the Best Brand of 2010 and CSR Company of 2011 at Middle East Business Leader’s Summit and Awards and recently the CMO Asia’s Best Brand 2011. The company was also honoured by the Emirates Securities and Commodities Authority (SCA) for complying with good governance and transparency according to best international practices. RAK Ceramics has also maintained its Superbrand status for the third consecutive year and continues to be a global pioneer in the world of ceramics through innovative eco-friendly products such as RAK SLIM, 45×45 Wood Collection, Stone Art Collection and Orion Collection using the latest Nanopix digital printing technology. RAK Ceramics is also the founding member of Emirates Green Building Council, which supports the development of sustainable buildings in the UAE.

For more information, visit

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes andindustries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device– SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 183,000 customers (includes customers from the acquisition of Sybase)to operate profitably, adapt continuously, and grow sustainably. For more information, visit

Follow SAP on Twitter at @sapnews

Media contacts
Claire McPeak, +971 4 330 1777,

Neil Jaques, Wallis Marketing Consultants, +971 4390 1950,