Discover Advanced Plastic Industries (API), one of our portfolio companies under the Scale Manufacture & Export Fund (SMEF) through USAID Lebanon Investment Initiative (LII).
In this insightful Q&A session, Charbel Abou Chedid, Co-Owner & Vice-President of API, unveils the company's core values, industry prominence, and strategic pursuits both locally and internationally.
Q: Could you provide a summary of Advanced Plastic Industries?
A: Advanced Plastic Industries (API) is a manufacturer of plastic pipes with all the related accessories for different applications, both residential and infrastructure. API holds more than 60% of the market share in Lebanon, primarily with its PP-rct product range.
The company adheres to globally recognized standards and has held SKZ and DVGW certificates for over 15 years.
Q: How does your company differentiate itself from other players in the market?
A: Advanced Plastic Industries' competitive edge in the Lebanese market lies in the following key elements:
- API, as a manufacturer, ensures the product's immediate availability in the market.
- The after-sales service provided includes technical supervision, visual inspection, and pressure testing.
- API provides a 50+15 warranty, covering a period of 50 years, with a workmanship guarantee for the initial 15 years.
Q: Tell us about your market expansion strategy, including the countries you're focusing on and the rationale behind those selections?
A: Beginning 2023, API has started its horizontal expansion in the local market by adding new products to its portfolio with the attempt to enter new markets for drainage applications as well as its eco-line for the average standard buildings.
Regarding our exports, Jordan, Doha, and Cote D’Ivoire are the target markets for this year, as well as KSA.
Q: How would you describe the role your company plays in promoting local hiring?
A: Initially, API's philosophy has consistently revolved around nurturing and promoting Lebanese talents. This dedication to the local workforce is evident in their employment practices, as an impressive 90% of their workforce comprises Lebanese professionals. By empowering local talent, API contributes to the growth of the Lebanese economy and fosters a strong sense of community and national pride.
Q: What are the key elements of API's strategic roadmap, specifically with a forward-looking perspective?
A: API recognizes a significant opportunity in engaging in civil works with municipalities and governmental organizations, especially considering the vital support provided by various non-governmental organizations (NGOs). Partnering with local entities will enable API to contribute to essential projects, and these initiatives not only benefit the local communities but also promote overall economic growth.
Moreover, API's strategic focus includes venturing into sewage applications, aiming to position itself as a key player in this specialized field.
