In an exclusive interview with Paper Mart, Mr. Abdullah Al Khateeb, Managing Director, Crown Paper Mill and Ittihad Paper Mill, talks about evolving global tissue demand, emerging growth markets and the company’s strategic expansion plans. He shares insights on premiumisation trends, category-wise growth drivers, recent capacity additions and technology upgrades shaping its competitiveness. The discussion also explores sustainability initiatives, supply-chain resilience and brand positioning amid rising private-label competition. As Crown Paper Mill expands across high-growth regions, Mr. Khateeb outlines the company’s long-term roadmap and vision for building a future-ready, globally competitive tissue mill by 2030.
Paper Mart: As you look at global markets today, where do you see the strongest momentum for hygiene-tissue demand, and what shifts or behaviours are signalling the next wave of growth?
Abdullah Al Khateeb: We see the strongest momentum in the Middle East and Africa, driven by rapid urbanization and a heightened post-pandemic focus on hygiene. The shift toward “premiumization” in household products indicates that consumers are increasingly prioritizing superior softness and thickness (high bulk) over basic functional grades.
PM: Across your product portfolio, which tissue categories, such as bath, facial, towel, napkins, or AfH, are emerging as your core growth drivers, and what’s influencing that shift within your key markets?
AAK: Facial tissues and high-absorbency towel/maxi rolls are our primary growth drivers, fueled by the expansion of the hospitality and premium retail sectors. Our ability to switch seamlessly to high-grammage products allows us to capture the growing Away-from-Home (AfH) market where durability is essential.
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PM: Over the past few years, which capacity additions or strategic investments have most meaningfully reshaped your tissue-making footprint or competitiveness?
AAK: The strategic utilization of our tissue machines has maximized our operational agility, allowing us to serve global markets with consistent quality. However, our most transformative move is the upcoming launch of our new facility in Saudi Arabia, which significantly extends our regional footprint.
We lead through water circularity, utilizing a highly optimized Closed-Loop Water System and an advanced Effluent Treatment Plant (ETP) to minimize freshwater intake.
PM: When you look back at your recent technological upgrades, which interventions stand out as the ones that truly moved the needle on cost, quality, or sustainability, and why?
AAK: Our integration of Valmet technology and advanced DCS/QCS automation has “moved the needle” by ensuring every jumbo roll meets exact softness and tensile specifications. These upgrades have optimized our cost-to-quality ratio, making our premium rolls highly competitive for global converters.
PM: Sustainability expectations are rising worldwide. How is your mill translating these pressures on fibre sourcing, carbon reduction, and water circularity into concrete operational choices?
AAK: We lead through water circularity, utilizing a highly optimized Closed-Loop Water System and an advanced Effluent Treatment Plant (ETP) to minimize freshwater intake. Our operational choices prioritize efficient resource management, ensuring we stay significantly below global averages for water consumption
We see the strongest momentum in the Middle East and Africa, driven by rapid urbanization and a heightened post-pandemic focus on hygiene.
PM: Volatile energy markets and supply-chain disruptions continue to affect the industry. What approach has helped your organisation stay resilient, especially with regard to pulp, chemicals, and logistics?
AAK: Resilience is maintained through strategic stock management of pulp and chemicals, alongside a flexible logistics network that adapts to supply-chain shifts. By optimizing our internal processes, we mitigate energy volatility, ensuring a stable and reliable supply for our international partners.
PM: With private-label tissue gaining ground globally, how do you position your products, particularly in premium and AfH segments, to maintain differentiation and brand strength?
AAK: CPM maintains brand strength by offering “converter-ready” jumbo rolls that exceed the quality of standard private labels, particularly in Handfeel and wet strength. We differentiate ourselves through technical precision, providing premium brands with the consistency they need to sustain consumer trust.
PM: As you expand your presence in high-growth regions across Asia, the Middle East, Africa, and Latin America, what strategic considerations shape your long-term roadmap?
AAK: Our roadmap is defined by localized production and technical innovation, as evidenced by our new machine launch in Saudi Arabia. We focus on placing advanced design technology directly within high-growth corridors to ensure faster delivery and a lower carbon footprint across the region.
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PM: Looking ahead to 2030, what capabilities or characteristics do you believe will define a truly future-ready, globally competitive tissue mill?
AAK: A future-ready mill must balance high-speed technical agility with a near-zero environmental impact through advanced water and energy circularity. By 2030, global competitiveness will be defined by the integration of AI-driven quality control and the ability to produce ultra-premium grades sustainably.
Our most transformative move is the upcoming launch of our new facility in Saudi Arabia, which significantly extends our regional footprint.
