The view that all printers should take, is not that so-and-so company is competing with us and taking away our share, rather all of us should present UAE as a printing hub. National goals should take precedence over personal goals, we should work together, cooperate and collaborate in getting orders from overseas markets," says the general manger of Masar Printing and Publishing. "Today, we are competing with developed markets in other parts of the world. Many companies unfortunately are working within closed walls, however we, at Masar are open to even show our machinery to our biggest rival. We do not believe in adopting a short-term vision, but rather put our strength in building synergies to making UAE a one-stop-shop.

"UAE is a regional business hub targeting to be among the best in the world, with great infrastructure and logistics facilities. The leadership supports business in numerous ways, chief among them is the no-taxation policy. The printing industry in the UAE should support the same goal," adds Bin Haider.

Graduating in computer science engineering from the UAE university in Al Ain in 1990, Bin Haider joined the Al Bayan newspaper in the computer department. In 1995, he travelled to the USA for futher studies, before returning to head the pre-press printing division of Al Bayan newspaper. In 2006, he was appointed as the general manager of the newly opened Masar Printing and Publishing. "It was automation in printing that sparked my interest in the field. Masar is 2 companies in one- with the newspaper division printing several dailies including Emarat Al Youm, Al Bayan, Chandrika (from India) and the commercial printing division. Our policy has always been to invest in the best technology, automation and MIS integration."

Emphasising the business model followed by Masar, Bin Haider says, "We deal with clients who need huge quantities, so corporates requiring speed, huge quantities and automation are our customers.

Talking about the changes in the printing industry, Bin Haider says, "Though digital is making inroads, we however feel that offset has gone through a long period of development and still offers cost benefits, which makes it easier to sell our products to the customers. Also, offset ink is more environmentally friendly when compared to inkjet ink. Besides which, offset ink can be removed easily and the paper can be reused 4-8 times. There is still a market for offset, which reflects in the 18% growth we saw in 2011."

According to Bin Haider, printing industry in the UAE scores over other countries due to clear regulation policy that is followed by the government. "Individual businesses can be sure that their investments are secure."

Maintaining stocks of paper valued at AED 50 million, Bin Haider says that it is challenging to decide on the stock quantities and type of paper that need to be stocked, considering the varieties that are available and demanded by customers. "For the newspaper segment, there are about 4 types of paper that are required, while for the commercial side, choices need to be made from among hundreds."

Putting his faith in the human element, Bin Haider says, "Humans more than machines contribute to the success of any company. Our goal is selecting the right team, provide them with all support to gain their loyalty, while trying to mould them into the vision of the company. Two companies may have the same machines and set up, but it is the humans behind the machine that sets a successful company apart."

Walking down memory lane, Bin Haider says, "The most memorable moment in my career is when we convinced the UAE Education Ministry to become the sole suppliers to print school books. Usually, the ministry appoints 4-5 printers to execute their jobs, but we were able to win them over with our new technology. The job was executed before time and to their satisfaction.

Masar Printing and Publishing has printed school books for Syria, Oman and some countries in Africa, while also taking up commercial printing jobs from overseas markets. Taking steps into the future, Bin Haider says that they would like to establish Masar's presence in the UAE and then copy that same business model in other countries, this is how they look at expanding their business. "We will then look at North Africa in a serious way, once we build a successful business model in the UAE."

  • Masar Printing & Publishing was established in 2006
  • Masar employs 270 people
  • Among the machines owned by Masar are Lithoman 6-colour press capable of printing 48 pages, the 6-colour Speedmaster XL 105 from Heidelberg, newspaper press 16-tower CROMOMAN and Ferag's postpress processing system among others
Certifications received:
  • ISO Certification 12647-2 from FOGRA
  • ISO Certification 12647-3 from WANIFRA
  • The Forest Stewardship Council (FSC)
  • Programme for the Endorsement of Forest Certifications