Mohamed ElFatatry, General Manager – Lubricants, Supply Chain and Customer Operations, Shell Oman Marketing Company shares insights on Shell’s global market standing and achieving sustainability in an interview with OER

Why is Shell currently the global market leader?

Shell has solidified its position as the global market leader in lubricants supply for the 16 consecutive years. Sustaining this leading position is achieved by always putting our customers at the forefront of everything we do. For example, in Shell Oman, we aim at providing our customers the highest levels of supply security utilising our extensive and efficient global supply chain that enables us to deliver our products promptly to our customers. This logistical advantage has contributed significantly to our continued success locally, regionally, and globally.

Moreover, our commitment to producing top-quality products has been instrumental in maintaining our leadership position. We offer a diverse range of high-quality lubricants tailored to various sectors. This comprehensive product portfolio allows us to cater to the unique needs of different customers effectively.

Furthermore, we invest considerable efforts in understanding our customers’ requirements, conducting thorough R&D to incorporate their feedback into our product development. Our substantial annual investments in R&D demonstrate our dedication to delivering innovative and customer-focused solutions. Additionally, strategic partnerships play a crucial role in Shell Oman’s success. We collaborate with renowned global automotive brands and Original Equipment Manufacturers (OEMs) such as Ferrari, Ducati, and BMW. These partnerships facilitate technical collaborations, ensuring the highest product quality standards and delivering exceptional value to our customers worldwide.

Is Shell Oman currently the leading lubricant market player?

Shell Oman has established itself as a market leader locally, and several key factors contribute to our success. One crucial aspect is our world-class blending plant, which serves as the backbone of our operations. We take immense pride in owning and operating Oman’s only ISO-certified lubricants blending plant. This state-of-the-art facility reinforces our dedication to local value creation and enables us to produce high-quality, made-in-Oman Shell lubricants that are supplied both locally and regionally.

This integrated facility allows us to manage an entire value chain, starting from sourcing the finest quality base oils and additives. Blending in-house, whilst ensuring the highest product standards are met before delivering them to our customers. By blending our products within the country, we offer a reliable and consistent supply to our customers in Oman. Furthermore, we extend our reach beyond Oman by exporting to other countries in the region, expanding our market presence.

In addition to our blending capabilities, our facility encompasses state-of-the-art quality laboratories where extensive testing and innovation take place. We continually monitor global trends and leverage the expertise of other Shell operating units. Adapting and implementing best practices to ensure our offerings remain at the forefront of the local market in Oman.

Shell Oman goes beyond serving drivers alone, catering to a wide range of industries. From commercial and consumer drivers to industrial sectors such as oil and gas, construction, power, and mining, we provide a comprehensive range of products tailored to meet diverse customer needs. As customer requirements evolve, we focus on helping them manage total cost of ownership, reduce energy consumption, improve energy efficiency, and minimise environmental impact. Moreover, we pride ourselves on providing an extensive library of technical solutions and services. Our customer-centric approach drives us to actively listen and learn from our customers, understanding their challenges and developing innovative solutions. By integrating their feedback into our product development and offering personalised technical support, we ensure their needs are met effectively. To summarise, Shell’s market leadership in Oman is a result of our world-class blending plant, comprehensive product range, commitment to innovation and sustainability, and customer-centric approach. We continuously strive to provide the highest quality products and solutions to our customers while adapting to their evolving needs.

Shell Oman recently launched a wide variety of carbon neutral lubricants. Given the trend in the market today, everybody is working towards achieving a green economy in Oman. Can you share details about Shell Oman’s sustainability agenda?

Globally, Shell’s vision is to become a net-zero company by 2050 or earlier. We have already made significant strides in this journey across multiple businesses both globally and within Shell Oman, particularly in the lubricants sector. Last year, we introduced a low-carbon product range to our customers in Shell Oman, contributing to environmental preservation and sustainability, as well as enabling our customers manage their carbon footprint.

Can you tell us how Shell lubricants are a cut above the rest in the Oman market?

Shell holds a leading global position in the lubricants business, and this is also the case in Oman. Our superiority begins with our products, as we meticulously select high-quality base oils and additives. Additionally, we prioritise innovation. For example, we have introduced Gas to Liquid (GTL) technology to our customers, which involves converting high-quality natural gas into superior base oil. This technological advancement significantly enhances performance and cleansing capabilities, thereby extending the equipment’s lifespan. Furthermore, we provide exceptional customer support. At Shell Oman, we have a dedicated customer support team, ensuring that our relationship with customers extends beyond product supply. We actively listen to our customers, value their feedback, and provide ongoing support throughout their experience with our products and services.

Shell Helix Power has been your flagship product for a while now and especially in the retail business. What are the benefits of using Helix Power along with Shell V Power fuel?

Innovation and extensive R&D processes are key elements at Shell. By using Helix Power with Shell V-Power combined, drivers can benefit from two superior products. Shell V-Power provides extra performance and protection to the car engine, allowing you to take your car’s performance to the next level. Now, imagine combining this with a premium engine oil that is manufactured or co-engineered with Shell V-Power. Using both those products gives you an extra boost in performance and protection.

Could you shed some light on your blending plant?

It is a state-of-the-art plant, and the only Shell operated blending plant in the region. Producing made-in-Oman lubricants to fulfil both local and international lubricants demand. We take pride in supporting local SMEs through opting for local vendors and suppliers. Our lubricants blending plant is ISO certified, holds various certifications related to quality, advanced technology, and safety.

Our blending plant has been operational since 1993, and we have continuously focused on making improvements and upgrades to meet the evolving needs and requirements of our customers. These efforts are reflected in our sustainability initiatives and waste management practices at the blending plant, something that fills us with great pride.