Omani brands are taking the lead in the local market becoming the first choice of nationals and expatriates alike

On the shelves of every supermarket and hypermarket, Omani products sit alongside other international brands. If they cried out for attention a couple of years ago, many of them today are the first choice of not only Omanis but expatriates too. A number of national brands have even become market leaders overshadowing many an international brand.

The National Products Promotion Committee was been set up under the supervision of the Ministry of Commerce and Industry with the objective of promoting Omani products.
The ministry launched a campaign in 1997 and subsequent years during which various activities, including mobile exhibitions, were organised.

The campaign, however, was accelerated in 2003, when targets were specified and consequently promotional activities were focused on government authorities, schoolchildren and the general public.
Other promotional activities through radio programmes and product exhibitions were organised with support from the private sector. Since then, campaigns have grown stronger and the popularity of national brands have been rising.

Different views

Some retailers are skeptical about Omani products and say many local brands need to raise their standards in order to compete in the market. They feel that more should be done to check the entry of substandard products into the market as it may prove damaging for the overall reputation of Omani products.
Others say they Omani brands fare well in the market. Raha, for example, which sells mattresses, pillows and furnishing items is preferred by Omani and non-Omani consumers alike. Bahar brand of detergents from National Detergent Company SAOG has proved that Omani products can live up to the international standards. Other popular brands like Areej Tanuf, El Jabal El Akhdar, Assaha, Salsabeel, Amouage, Sadolin Paints, Sultan, A’Safwah, Barka, Dana and Thamer rice are among the most popular national products that have been able to stay ahead in the competitive market.

Advanced Business Consultants had been assigned by the Ministry of Commerce and Industry to conduct a study of national products. The report, along with recommendations, has already been submitted to the ministry. While the detailed study categorises various Omani products as ‘dominant,’ ‘above-average,’ ‘below-average,’ and so on, it indicates in general that Omani products are well-placed in the market vis-a-vis international products.

“Omani products have carved a niche for themselves in the market. By their sheer quality they have established themselves in the market,” says Angelo Govia, General Manager, Safeer Hypermarket. He adds that the products are not only of good quality but are also affordable. Omani vegetables too are fresh and cheap and because of this, surplus vegetables are exported to the United Arab Emirates.

Naji Al Shaqri, Operations Manager, Al Fair LLC, is of the same opinion. “Omani products are doing extremely well in the market, owing to their quality. Some brands are cheaper, while some brands are in the same price range as the international ones. But that does not make them less popular.”

Al Fair displays 3,000 Omani products and is planning to add 17,00 more, due to their popularity. Some Omani products are made exclusively meant for the Al Fair Group and the group’s monthly promotions and educational programmes on national products have helped them become popular in the market. In 2005, Al Fair won the first prize for the first retail outlet in Oman to promote Omani products.