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When RHI Magnesita, the leading supplier of refractory products and solutions, created its Middle East, Türkiye and Africa (META) regional business unit in April 2024, the move signaled a sharper focus on one of the world’s most dynamic and promising growth areas.
“This region holds tremendous growth potential,” Hakimuddin Ali, META President at RHI Magnesita, tells The CEO Magazine.
“Given the strategic importance of our manufacturing footprint and the strong market shares we already hold with our customers in the Middle East and Africa, with high potential in Türkiye, it became clear that the region needed dedicated focus. That’s why we decided to establish META as our sixth region.”
“The first and foremost challenge here was the geographical complexity – all of the diversity that needed to be handled.”
The newly defined territory stretches across a staggering 35 countries, combining the steel and cement capacity of Türkiye, the rapid expansion of Saudi Arabia and its neighbors, and the growing industrial hubs of North and Southern Africa.
From platinum in Zimbabwe to cement in Morocco and glass and steel in Türkiye, the portfolio, is broad, diverse and ultimately, rich in opportunity, according to Ali.
Ali, who joined RHI Magnesita nearly three years ago, sees the scope of META as a leadership test he was eager to take on.
“The first and foremost challenge here was the geographical complexity – all of the diversity that needed to be handled,” he explains.
“Türkiye in particular brings together an amalgamation of European and Asian cultures, which is quite complex. So it’s all very big, very powerful – and the potential to grow is huge.
“This has been a great challenge for me on a personal level and there have been no second thoughts in accepting something like this.”
With more than three decades of experience in cement, steel and refractories, Ali is confident in where he stands, particularly with customers.
“I fully understand the psyche of a steel or cement maker,” he says. “That’s why we’re able to be closer to our customers’ heartbeat.”
Although META is in its infancy, the region has already defined its growth trajectory. And the current business is expected to expand exponentially over the next three years, according to Ali.
“There’s a formidable set of opportunities that we have in front of us where we can really take up a larger share of the market.”
“If we had grown by the normal GDP growth, which is on average roughly 3.5 percent, then we would have grown by 10–12 percent in three years. But now, we have targets to beat that by at least double the margin – that’s the expectation,” he notes.
Recent acquisitions only bolster these ambitions. Resco in North America, Dalmia in India, P-D Refractories in Europe and Seven Refractories in Slovenia have added depth to the portfolio, Ali points out, bringing petrochemicals, aluminum and glass to the forefront alongside RHI Magnesita’s established steel and cement base.
“There’s a formidable set of opportunities that we have in front of us where we can really take up a larger share of the market,” he says.
Unlike the past, Ali says today’s refractories are about more than supplying bricks and castables.
“We are not a pure refractory product supplier – we are a service and solution supplier,” he insists.
“AI hasn’t actually reduced our labor force – it has pushed it toward higher levels of working.”
That means integrating infrared monitoring, AI-driven analytics and robotics to improve refractory life and reduce downtime in all refractory applications. It also means embedding sustainability into every stage of production.
“In our refractories, we’re very conscious of our green footprint,” Ali says. “Every product we supply now clearly shows how much greenhouse gas emissions we’ve been able to reduce thanks to the refractory solution we introduced.”
RHI Magnesita’s supply chain strategy blends its own magnesite mines in Brazil, Türkiye and Europe with strong external partnerships. Ali notes that trusted suppliers provide quality and consistency, helping the company maintain reliability in even the most challenging circumstances.
“We work with our partners and suppliers not just based on the lowest price, but through win–win partnerships that deliver mutual value,” he explains.
“If our raw materials aren’t consistent or high-quality, then we will not be a successful supplier to our customers.”
Beyond quality, Ali acknowledges how critical partnerships were during shipping disruptions in the Strait of Hormuz and periods of volatile commodity prices.
“Because of the robust arrangements we had in place, none of the steel plants had to shut down due to a lack of refractory supply,” he recalls. “We were able to keep supplies at sustainable levels – even during major bullwhip effects triggered by acts of war or nature.
“Refractories are vital to operations in steel, cement and other industries. A one-month disruption can bring entire facilities to a standstill and our customers stay with us because we don’t let that happen.”
Ali has witnessed multiple waves of industrial transformation over his career, from the arrival of computers to the introduction of ‘fuzzy logic’ in cement plants. So for him, the arrival of AI and robotics is simply another step forward.
“AI hasn’t actually reduced our labor force – it has pushed it toward higher levels of working,” he reveals. “AI helps us focus on the higher level of thinking, creativity and innovation.”
“We are here with an eagle eye into every single customer’s issues, complaints and resolutions.”
This progression, he believes, aligns perfectly with a new generation of engineers and operators who are ready to engage with more advanced technologies.
“It’s a very positive sign for the younger generation because they are going to engage with AI, allowing for much higher levels of human thought and creativity,” he says.
With an expanded portfolio, strong partnerships and a commitment to sustainability, RHI Magnesita META is positioning itself as a trusted partner for growth across the region.
“Globally, we are a multibillion-dollar company and one of the most integrated value-added suppliers,” Ali points out. “What truly sets us apart is the technological edge we bring to the table.”
“What truly sets us apart is the technological edge we bring to the table.”
And as RHI Magnesita continues to grow from strength to strength, one thing is clear: META is ready to deliver.
“We are here with an eagle eye into every single customer’s issues, complaints and resolutions. And most importantly, we are continuing to bring the best we have to offer,” he says.
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