Egypt key market for Henkel in MEA region

Omar El-Masry, general manager, laundry and home care at Henkel Egypt, said the Egyptian government is supporting national industries to enhance exports which will generate a positive return for the economy.

Daily News Egypt interviewed El-Masry to know the company's strategy and its expansion plan in the Egyptian market.

How do you see the investment climate in Egypt?

Henkel strongly believes in the sincere guidance and serious dedication of the Egyptian government in opening new channels of investment and working constantly on harnessing all that it takes to reinforce a prospering climate for investment and production. The government is also supporting national industries to enhance exports which generate a positive return on the economy. Henkel Egypt abides by the country's regulations and goes hand in hand with the government in supporting economic reforms and ensure the continuation of positive results, achieve the sustainable development goals, and achieve the goals of Egypt Vision 2030.

What is the company's market share in the Egyptian market?

In our consumer businesses, we hold leading positions in many markets and categories around the world. For us, leading exceeds the definition of being number one in terms of market share or size.

Henkel is committed to unlocking Egypt's potential and believes in the opportunities that the Egyptian market can offer and the role that Egypt can play as an exporting hub. Henkel Egypt is also proud of its long history of successfully establishing fruitful relationships with the consumers and the Egyptian government based on mutual trust which enabled Henkel to shape the local market trends through a diversified portfolio of leading brands.

Will the company launch any new products in the Egyptian market in the coming period?

Henkel operates globally with a well-balanced and diversified portfolio. The company holds leading positions with its three business units in both industrial and consumer businesses thanks to strong brands, innovations, and technologies.

Henkel has a deep understanding of the Egyptian market and the needs of the consumers and develops products specifically tailored to their needs. Earlier this year, we have launched Persil Gel Premium with a new strong formula to combat stains and a long-lasting freshness.