Oman Economic Review – July 2019

46 July 2019

SALALAH TOURISM FESTIVAL

Please give us a brief on Dhofar

Beverage and its operations?

Dhofar Beverage Co, a public joint

stock company established in 1979

and the first joint stock company in

Dhofar Governorate, is a pioneer in the

production and bottling of natural water.

The company produces juices, soft drinks

and many other products as well, and

is one of the only agent of Shark Energy

Drink in the Sultanate of Oman. Located

at Saadah area in Salalah, Dhofar

Governorate, Dhofar Beverage is one of

the first companies in the Sultanate to

produce and bottle water and one of the

most reliable companies in the market.

The water we bottle comes from Dhofar

Mountains and is considered one of

the premium types of water in terms of

minerals and natural salts.

We are also the sole distributors of

Canary products in the Sultanate. Dhofar

Beverage distributes its products in all

the governorates of the Sultanate and we

export to several neighboring countries

including Yemen and Somalia.

How was the performance of the

company in 2018 and 2019?

In 2018, the competition posed by a

large volumes of products imported

from neighbouring countries has

affected our target. This was the

first time we couldn’t achieve our

target. However, in 2019, despite the

competition, we are doing much better

than 2018.

What is your current production

capacity? Do you have plans for

expansion?

Our current production capacity is more

than 80 per cent of the total capacity. We

have plans for expansion to get more

stock in the market because we are

confident that the consumers are looking

for premium quality products.

How is the current market

situation? What are the challenges?

The key challenges confronting us

are: competition posed by low-priced

products; dumping of imported

products; display of the products at

the Hypermarkets; hike in electricity

and fuel prices; and high-cost of

production.

What is your future plans?

We will continue to launch high-quality

products and our vision is to produce

premium-quality products for our

consumers. We are also looking to foray

into new markets.

QUALITY MATTERS

Ghazi Taher Jaber, General Manager of Dhofar Beverage Co,

talks about his company’s operations and future plans

for both Omani and Gulf nationals

during the summer vacations thanks

to its pleasant weather. The drizzle

combined with fog provides tourists

a picturesque view of the mountains

and green plains. It is a recreation

and relaxation site for many trying to

escape the heat in other places in the

region during the time. The Salalah

Tourism Festival is the main highlight

of the khareef season. The festival

includes many recreational, cultural,

artistic, sporting and economic

activities.

Some of the other features that

attract visitors include the white

beaches, blowholes, sinkholes

and frankincense. The area also

has many caves for tourists to

explore. The government and private

organisations handling the tourist

season prepare well in advance to

meet the heavy tourist rush.

An annual feature of the season is

the Khareef Salalah 2019 Visitors

Survey. It will start on July 11 and

continue till August 22. The survey,

which is being carried out for the 15th

successive year, in cooperation with

MoT and the ROP, contributes to

providing data and information.