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Thursday June 28, 2012

Turkey comes to Malaysia

TURKISH personal-care products with labels such as Duru and Arco will be making inroads into the region’s consumer market two years from now.

While the brands may sound unfamiliar to consumers in the region, they are popular in Turkey, Belarus, Russia, the Commonwealth of Independent States, the Middle East and north Africa.

This will be made possible with the setting up of Evyap Sabun Malaysia Sdn Bhd’s manufacturing plant at the Tanjung Langsat industrial estate in Pasir Gudang, Johor.

Parent company Evyap Sabun was founded in Istanbul in 1927 and is known for producing a wide range of soap, liquid care/wash, personal care, cosmetics and hygiene care products.

“Products from the Johor plant will be exported all over the world with our main focus on Asia,” said Evyap Sabun Malaysia managing director Tanuj Roy.

Set in stone: Mukhriz (wearing white gloves) laying the foundation stone as Mehmed (second from right) and Tanuj (right) look on.

He said this when met after the foundation stone for the plant was laid by Deputy International Trade and Industry Minister Datuk Mukhriz Mahathir.

Among those who attended the event were Evyap Group chairman Fethi Omar Evyap, chief executive officer Mehmed Evyap, Turkish ambassador Serap Ataay and Turkish ambassador to Singapore Taner Seben.

The personal-wash products churned out by the company include bar and liquid soaps and shower gels, while the personal-care products include skincare products, haircare, sun care, oral care products and men’s toiletries.

Tanuj said work on the first phase of the project covering 12.94ha of the entire 22.25ha site would start immediately with a RM500mil investment. The first phase is expected to be completed in the third-quarter of 2013.

He said the plant would start commissioning in 2014 with an initial production capacity of 1,000 tonnes daily.

The Tanjung Langsat plant will be the company’s third manufacturing location. It already has a factory in Ayazaga and a paper and hygiene plant and a cosmetics factory in Tuzla in Turkey and a plant in Egypt’s Alexandria.

Tanuj said the setting up of the Malaysian plant would open new windows of opportunity for the company as it did not have a presence in this part of the world.

“We want to take advantage of the growing economy in this part of the world, especially with two biggest consumer markets in Asia — China and India,” he added.

For the guys: Some of the personal care products for men produced by Evyap Sabun.

Tanuj said Malaysia’s strategic location at the crossroads between the East and the West would put the company in a better position to penetrate Asian markets.

He said Evyap Sabun Malaysia would be one of the world’s largest and possibly the first fully integrated oleo chemicals and personal care manufacturing facilities.

Apart from the soap and personal-care products, the group also runs a commercial port near Istanbul — the Evyap Port — which is one of most strategic ports in the Marmara and Mediterranean regions.

Meanwhile, Mukhriz said the RM500mil investment by the group was the single largest by a Turkish company in Malaysia to-date.

He added that he hoped this would set a precedent and more Turkish investors would look at Malaysia to invest as the country offered good opportunities for foreign investors.

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