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FP Pigments’ expansion: “Demand is projected to grow significantly faster than in Europe or the Americas.”
FP Pigments has taken a significant step in expanding its global footprint with the establishment of a new production facility in Abu Dhabi. In this interview, Andy White, Business Unit Director at FP Pigments, outlines the strategic logic behind the new facility, the choice of location, and how this investment supports the company’s ambitions as demand for pigment accelerates across emerging markets. By Damir Gagro.
What made Power International DMCC the ideal partner for this venture, and how do their regional capabilities complement FP Pigments’ expertise?
Andy White: We explored several partnership options, but the synergies offered by Bathwal Corporation’s subsidiary, Power International DMCC, proved the strongest fit for FP Pigments. Their extensive regional presence, established customer relationships, industrial capabilities, and logistics infrastructure aligned perfectly with our strategic goals.
While FP Pigments contributes advanced pigment technology, product innovation, quality assurance, and deep application expertise, Power International DMCC brings complementary strengths in distribution, market development, and local industrial capabilities. Together, this partnership creates a balanced and highly scalable operating model.
What specific market dynamics in the Middle East, Indian subcontinent, and East Africa made this the right time to establish local production capacity?
White: Across the Middle East, Indian subcontinent, and East Africa, demand for “Opacity Pigment” is projected to grow significantly faster than in Europe or the Americas, largely due to the regional projected growth in Titanium Dioxide. This growth is being driven by population expansion, major infrastructure investment, and rapid industrial development.
Although there is limited local production, most incremental demand today – and virtually all future growth – would otherwise be supplied from China. While Chinese supply is currently economical, long-term reliability is not guaranteed.
At the same time, governments in these regions are strongly promoting localisation and industrial self-sufficiency of sustainable products. High production costs in Europe, combined with trade barriers and long supply chains, have historically limited FP Pigments’ ability to penetrate these markets despite strong customer interest.
The new plant, located in a cost-competitive environment and close to high-growth demand centers, allows us to capture this market growth, improve supply-chain resilience, and enhance long-term competitiveness.
Why did you choose KEZAD Abu Dhabi over other potential locations in the Gulf region or closer to the Indian subcontinent?
White: KEZAD was already part of Power International DMCC’s operational portfolio, which gave us immediate access to a suitable location early in our discussions. This significantly accelerated our site-selection process.
Strategically, we prioritized a location within the Gulf region, with the UAE offering the strongest overall advantages—particularly world-class logistics, excellent transport links to India and surrounding regional markets, and a robust industrial ecosystem. KEZAD met all operational, logistical, and strategic requirements, making it the optimal choice.
What role does the Abu Dhabi facility play in your long-term vision for FP Pigments’ global market share?
White: The Abu Dhabi facility is a cornerstone of FP Pigments’ long-term global growth strategy. It is more than a regional plant – it is a strategic production hub that strengthens our competitive position globally.
By establishing scalable manufacturing capacity close to high-growth markets, we reduce lead times, improve customer responsiveness, and enhance the cost competitiveness needed to win and defend market share. As global demand growth for these pigments shifts increasingly to regions outside Europe, Japan, and North America, local availability becomes essential.
This joint venture is therefore not only a major step into new markets, but the first phase of what we expect will become a broader strategic partnership with Bathwal Corporation. We anticipate further expansion opportunities as demand continues to accelerate across the region.
