IT WAS 30 years ago that Alaa for Industry (AFI) was founded with its first showroom and workshop in Dammam. The company started as a distributor for hydraulic components and seals in 1984. Eventually, it grew and opened new branches in Riyadh and Jeddah.

“In 1993, we opened our first overseas branch in Bahrain; by then we had started manufacturing hydraulic cylinders, with a complete facility to perform hydraulic repair jobs. Over time, we remained focused on our vision to be one of the leading hydraulic companies in the region. In 1997, we received our first ISO Certification,” says a company spokesman.

After 16 years in the field of hydraulics, AFI has developed the first big hydraulic power pack and the first big flushing unit being made in Saudi Arabia. “We also expanded our network by opening new branches in Kuwait, Qatar and the US,” he says.

Market demand was rapidly growing each year. In order to cope with the demand, AFI acquired Dhahran Gasket Factory that eventually became AFI Rubber Factory. In 2003, the company commissioned its chroming facility to support the fastest growing industry in the region.

Over the past years, customers have demanded better and faster service so that down-time of their capital assets is kept to the minimum, he says. “In order to support our customers, AFI established service workshops in branches such as Riyadh, Jeddah, Jubail and Yanbu. The service workshops are fully equipped with the latest machinery which is capable of repairing a variety of hydraulic equipment. We also have numbers of mobile hose vans that can carry out all types of hose repair and assemblies,” he says.

For over three decades, AFI has faced great challenges that became the foundation of its expertise. “This year we celebrate our 30th anniversary. These achievements would not have been possible without the people who have shared their talent, dedication and commitment. And of course, it is because of our loyal customers and our valued suppliers who supported us for the past three decades,” he says.

At present, AFI has a total of 18 branches, 14 in Saudi Arabia and four overseas. It has over 1,200 employees with a high percentage of Saudis. The company is registered under Ibrahim Ali Al Rashoodi & Partners Holding Company (LLC).

It provides a wide range of products including hydraulics, pneumatics, hoses and fittings, transportation equipment, sealing solutions, foundation equipment, weighing and lifting and industrial equipment.

“We will continue to support and provide total solutions to the industry. We are committed to develop new products and improve our services to support the increasing market demand in the kingdom and overseas,” he adds.