São Paulo – Rak Porcelain, a porcelain tableware manufacturer based in the United Arab Emirates, wants to bring its products to the Brazilian market. This week, the company is exhibiting its products at Equipotel, the leading hotel and cuisine industry fair in Latin America, held in São Paulo. The aim of the Arab company is to have a distributor in Brazil.
"Brazil is an interesting market, one of Latin America’s largest. We have distributors in Mexico, Peru, Chile, the Dominican Republic and the United States. Brazil will be the leading hub for events in the next five years, and it is important for us to be present," says George Kuruvilla, the assistant sales manager at Rak.
The interest is such that the company is in the final stage of negotiation with the Qualis importing company, based in the state of Espírito Santo. Presently, Qualis works only with crystals imported from Germany, but should start buying the Arab porcelain before the end of the year. The companies made contact at the fair itself.
Rak does not export to Brazil yet, and is participating in the Equipotel for the first time. According to Kuruvilla, the company should take part in other events in the country, after which we should receive feedback on the fair’s results. "We will see how the market responds to our products," says the executive.
Rak Porcelain is owned by the Rak Ceramics group, which makes ceramic facing and is based in the emirate of Ras Al Khaimah. The company’s production capacity is 15 million porcelain items per year, of which 80% are exported to 110 countries, and is present at 1,020 luxury hotels in all continents. "We have 20 different lines, ranging from the low-cost market to the most exclusive hotel restaurants in the world," says Kuruvilla.
The executive explains that the products targeting hotels have different standards than those found in the general market. "We make high-quality porcelain, which is stronger. The colour of our porcelain is different when compared with the basic standard of white found in the industry." Products on display at the fair include plates, trays, cups, saucers, among others.
Hotel industry in Brazil
According to Marcelo Vital Brazil, Equipotel’s commercial director, the hotel industry in Brazil currently has an installed base of 65 billion Brazilian reals (US$ 38 billion), and a potential annual turnover of 20 billion reals (US$ 11.7 billion), including new facilities, purchase and maintenance of equipment and products of the country’s hotels. "We believe that over a 12-month period, the Equipotel may generate deals worth 3.5 billion to 4 billion reals (US$ 2 billion to US$ 2.3 billion)," says the executive.
The ongoing edition of the fair features over 1,200 exhibitors, offering products in the fields of food and beverages; handicraft; bed, bath and linen; lighting; construction; hygiene products; uniforms; electric and electronic appliances; heavy and light equipment for rooms, living rooms, kitchens, industrial kitchens and laundry, among others.
In addition to domestic exhibitors, Equipotel has brought negotiators from 16 countries, such as Spain, the United States, Poland, France and the United Kingdom.
According to Equipotel’s director, the quality of the hotel industry in Brazil may be compared to those of Europe or the United States. He claims that Brazil’s hosting of international sports tournaments, such as the FIFA World Cup 2014 and the 2016 Olympics, as well as other important events for the industry, has led establishments to adapt to foreign standards.
"Enterprises that did not meet [international standards] are now having to adapt themselves, whereas international hotel chains already build their hotels in compliance with international quality standards and norms" he explains. "More than 60% of hotels already comply with international regulations."
To Vital, when it comes to services, a significant share of the Brazilian hotel industry is also prepared to receive tourists from different cultures and with different customs, such as the Arabs. "Many hotels are prepared for it. The chains offer [differentiated services], not only for Arab tourists, but also for people of other religions that require special foods. The menus are varied enough for that. At the time of reservation, tourists inform the hotels, which then prepare themselves."
*Translated by Gabriel Pomerancblum
