102 December 2011 BTM It represents world-class brands such as Kimberly Clark, Vectair Systems, Technical Concepts and Klindex, to name a few. Everest’s clients include some of Bahrain’s leading hotel and establishments such as the The Ritz-Carlton Hotel & Spa, Seven Leisure group, The Sheraton Hotel, Bahrain City Centre and Seef Properties in addition to top private hospitals, universities and government ministries. A service proposition A number of players are now active within the hygiene segment, but what sets Everest apart is the range of its products and quality of service. The company has over 2,500 clients with whom it has contracts for supplies and services - with regular visits to every client to manage the relationship. Mahdi says that Everest surpassed all adversities including very stiff competition and all its strategies. "But we owe it to our loyal customers who supported and believed in us". “At present, most of our old clients have started coming back to us as the company’s work ethic speaks for itself. We may not be the cheapest player, but our service remains unmatched in Bahrain,” he says. Even when business was under pressure earlier this year, the company didn’t reduce its staff count. “Our employees have job security and ultimately, this translates into better performance,” he notes. In view of the market scenario he has deferred his expansion into Saudi Arabia, which is now scheduled for 2012. As the first player to venture into the hygiene market back in the early 1990s, Everest Trading had a first mover’s advantage. The company commenced operations with the distribution of US products from Rochester Midland. It gradually expanded into total hygiene solutions in Bahrain. The setup in Bahrain was quite primitive those days, recalls Mahdi Jawad Husain, managing director. “Awareness about health and hygiene was yet to develop and people didn’t expect much besides the basic services,” he observes. Capitalising on its head start, Everest is now the leading distributor of cleaning, hygiene and health products in the Kingdom, commanding over 60 per cent market share. businessinterview xxxxx We may not be the cheapest player, but our service remains unmatched in Bahrain In recent times, Mahdi’s son Masood has been seeking to expand into various product lines within the hygiene segment, with a slant towards lifestyle offerings. Companies are increasingly opting for signature scents to enhance their brand and provide a heightened sensory experience and Everest has decided to capitalise on this. It has secured the GCC dealership for a scent diffusion system that will be launched in January. “The system uses 'sub micron microdiffusion' technology which provides the most effective and safe fragrance diffusion. The product comes in assorted forms - a portable scent diffuser for enclosed spaces like a hotel lobby or a scent diffuser that works over the central air system, depending on the client’s requirements,” he explains. The scent solutions have already generated a warm response in Bahrain, with leading five-star hotels and retailers showing interest. Being a Bahrain-based business that is family owned, Mahdi believes his commitment towards his clients is different. “At the end of the day, Bahrain is our home. We have to ensure that it’s clean, serviced well and smells good too!” he says. E Call 17 276-211. Signature scents Reclaiming the Home Ground Bahrain’s first hygiene company renews its commitment to the marketplace as it celebrates 20 years of operations amidst a challenging environment. Mahdi Jawad and son Masood
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