Will Saudi brands go global?

One of the major differences between Saudi brands and other Gulf companies is that many of those found in Saudi Arabia (KSA) have been around for much, much longer. The country itself is older than many of its regional counterparts, and its economic potential in terms of volume is greater than that of smaller neighbouring states.

It should be no surprise then that in everything from petrochemicals to airlines, KSA brands remain some of the largest and most recognized in the Middle East. In this feature, we look at three KSA brands that have had considerable success over the last several decades in both KSA and abroad.




Etihad Etisalat Company, commonly referenced as Mobily, is one of the largest and fastest growing telecommunication companies in the Middle East. The company was founded in KSA in 2004 and launched its services in 2005. It was the second telecommunication company founded in KSA, and its initial public offering (IPO) on the Saudi Stock Exchange was a huge success with share value soaring by 750 % shortly after listing. Mobily achieved its first one million subscribers in less than 90 days of commercial operations; a penetration of 4% of Saudi Arabia’s population base (estimated at 25 million in 2005). Today, after just four years of commercial operations, Mobily has over 14 million customers. One reason for the company’s growth is its product innovation. In June 2009 for example, Mobily launched the Connect Plus modem, a first-time product for the KSA market that serves as modem, mobile phone, SMS device, and MP3 player. Also in 2009, Mobily was able to double the capacity of its 3.5G network, part of the company’s campaign to get all of the KSA population covered with 3.5G service.

Since 2008, Mobily has acquired majority stakes in companies such as: Bayanat Al Oula, a data communications network; Info Tech India, an IT and consultancy service provider; and Zajil International, a KSA-based internet service provider (ISP).




SABIC is the largest and most profitable non-oil company in the Middle East and one of the world’s five largest petrochemicals manufacturers. The government owns 70% of the Riyadh-based public company, and the remaining 30% are held by private investors in KSA and other countries of the Gulf Cooperation Council. SABIC is also one of the founders of the Gulf Petrochemicals & Chemicals Association (GPCA).

Founded in September 1976, the company was a bold step for a developing country like KSA. It marked a move into using the by-products of oil extraction to produce value-added commodities – such as chemicals, polymers and fertilizers – for export. These commodities were also intended to create new industries, helping Saudi Arabia to diversify and develop its economy. That has certainly paid off for SABIC. In 1985, their total production was 6.3 million metric tons (mmt). By the end of 2008, production had reached 56 mmt, and the company plans on producing over 135 mmt per year by 2020. The ‘SABIC 2020’ project clearly signifies the company’s ambition to take a global leadership position in the field of petrochemicals.




The origin of Saudi Arabian Airlines goes back to April 1945, when U.S. President Franklin D. Roosevelt presented a single Douglas DC-3 to King Abdul Aziz Ibn Saud. On the domestic front, the airline's role in the kingdom's economic development has been significant. In a state more than five times the size of California, air travel has proved to be the only fast and efficient method of connecting many of the scattered and remote towns and cities.

The airline used to be the largest carrier in the region, although in 2006 it became the second largest carrier behind Emirates Airline. It operates domestic and international scheduled flights to over 70 destinations in the Middle East, Africa, Asia, Europe and North America. Domestic and international charter flights are also operated, mostly during Ramadan and the Hajj season.

A developing airline, there is room for both improvement and expansion throughout the region. Whether the company will go back to the number one spot is yet to be decided, although the airline has recently gone from being a public to a private company, and since 2000 it has won over 15 international industry-awards.

Looks like this airline is on its way back up.

Find out more about UAE brands in KSA