Aujan - The House of Quality

by BTM

Tue, 06 April 2021

Aujan - The House of Quality

The Abdullateef Khalid AlAujan & Sons Group has had a glowing reputation in Bahrain’s FMCG market for over five decades.

From humble beginnings, the company has steadily grown to be a multi-faceted group representing a multitude of well-known products in the Kingdom of Bahrain. This consists of food, non-food, food service, pharmaceutical and shoe retailing divisions. 

“We began our journey with Latif Shoe, a shop in the heart of Manama Souq, back in 1972. It was only in 1984 that we ventured into the FMCG sector with a few dedicated employees and a handful of brands in our portfolio,” says the Chairman of the renowned AlAujan Group, Abdullateef Khalid AlAujan.

“Almost five decades later we have grown to become one of the leading FMCG distributors in Bahrain with over 350 employees and a commendable brand portfolio,” he adds.

The group’s brand portfolio is dotted with several of the world’s leading and most recognisable food brands such as Anchor, Cadbury, Tang, Nabisco, Lu Tuc, Philadelphia Cheese, Toblerone, Royal, Dreamwhip, ChupaChups, Mentos, Britannia, Twining Tea, Flora, Horlicks, Boost, Nada Water in addition to several regional brands. 

“In addition, we deal with some of the most prominent British companies such as Glaxo SmithKline, Cadbury, Upfield GEC Ltd., and R. Twining & Co. Ltd,” he states.

Widely recognised brands in the group’s non-food brand portfolio includes Sensodyne, Aquafresh, Parodontax, Corega, Bahar Detergents, Fine Paper Products, Dabur, Emami, Enchanteur, Santoor, Pears, Ponds, St. Ives, Pepsodent along with several other regional brands. “Some of these brands are clearly market leaders in their respective categories,” says Mr. Al Aujan.

“Although we are approached by many regional and international brands to represent them in Bahrain, we handpick them after a thorough assessment of their products’ quality and reputation aside from current market trends,” he adds, highlighting a strategy that has led to the group’s widespread success.

With their wide range of products, the group has grown to be an essential name in the FMCG sector that has undoubtedly contributed to the growth and development of Bahrain’s market over the years. “We have a full-fledged sales and marketing team covering the entire Bahrain market in each and every customer channel, including small customers such as home-based businesses,” he explains.

The group has a highly dedicated team which is professionally and ethically committed to the its customers and suppliers. “During this pandemic while the entire market has been reeling under its effect, we have continued to service our customers without any compromise,’ he says, reflecting on the effects that the pandemic has had on the region.

Al Aujan Group abides by their tri-fold mission statement which elaborates on the responsibility towards suppliers, customers and employees too. “We consistently aim to satisfy our customers and suppliers with a distinctly superior level of service, which has led to us fostering lasting relationships,” he says.

In addition, the group markets and distributes reputable products in order to enhance their image as ‘The House of Quality’. “As a longstanding company, we also empower our employees with necessary knowledge and skills to respond creatively and competitively to help sustain growth,” he says.

“We will always remain socially responsible to help and develop the communities we serve in the Kingdom of Bahrain,” he concludes.