Fine's emphasis on hygiene is legendary. It's SteriPro (or Sterilisation Process) ensures that every tissue is 100% germ free before it is packed. Great store is also placed on constant product innovations, seasonal designs and innovative marketing. This focus and a clear product differentiation strategy has ensured overwhelming customer loyalty and market dominance, in a market that is saturated with a large number of competing brands offering a 'commodity' product.

FINE operates from the Jebel Ali Free Zone in Dubai, a major manufacturing center for both the Gulf and world markets. Headed by Peter Janho - Chief Area Officer for the Arabian Peninsula and Iran, the 15,000 Sq. Meter facility is environment friendly, equipped with state-of-the-art manufacturing equipment and has a young, highly skilled work force of nearly 300 employees.

"Commitment to Excellence in Quality and Service" has always been the motto of the Nuqul Group and this enduring factor is reflected in over 160 hygienic paper and related products being offered by the company in the Lower Gulf. An obsession with hygiene is a way of life at FINE, and the middle name, 'Hygienic', is by no means an accident. The marketing strategy lays emphasis on 'By Your Side' indicating FINE's presence at every stage of a consumers life - from baby diapers to facial tissues, sanitary napkins and adult briefs.

Environmental awareness is part of the FINE ethos. This is evident in the practice of using only virgin pulp that originates from well-managed forests practicing active re-forestation programmes. The cardboard boxes in which the tissues are packed are made from recycled material. Strict quality control is employed at every stage of the manufacturing process and excellent customer service ensures that the customer is not forgotten after the sale.

FINE is a preferred top ten supplier to most major retailers in the region. With the largest product portfolio in the region, it is a corporate success story that is remarkable for its quality as well as its consistency.

Major retail products offered are Facial Tissues, Baby Diapers, Feminine Sanitary Pads, Pocket Tissues, Adult Briefs, Kitchen Towels, Toilet Rolls, Table Napkins, Mediroll Towels and Medipads. The Hotel & Catering range includes Toilet Rolls, Kitchen Towels, C-Fold Paper Towels, Jumbo Rolls, Liquid Soaps, Coasters, Drinking Straws, Table Napkins and related Dispensers. A host of customized orders and special services are also taken up on a regular basis.