The National Shipping Company of Saudi Arabia (NSCSA), a leading provider of marine transportation services, has transformed into a new brand name -- Bahri -- at a glittering function in Riyadh.
Bahri chief executive officer, Saleh Al-Jasser, said the launch as a major landmark in the annals of the company, which would expand into new areas in the shipping sector.
"We have evolved into a global force to cater to the increasing regional and global shipping needs," he stressed.
He said the company has grown into one of the largest shipping companies in the region as well as in the world and that it would achieve international recognition through this new brand.
Following heavy investment to set up a world-class fleet to cater to the growing needs of the commercial sectors, Al-Jasser said the NSCSA had experienced remarkable growth in recent years culminating in the launch of the new identity of the Bahri Brand.
Currently, Bahri owns and operates 19 chemical tankers, 17 very-large crude carriers (VLCCs) and 4 General/RoRo ships, with many new building vessels to join the fleet during 2012-2014. It is one of the top 10 VLCC owners in the world, he added.
"We have plans to diversify our growth into new sectors in the shipping sector," Al-Jasser said, "currently Bahri ferry crude oil, chemicals, general cargo and LPG and we will diversify the services into new segments such as dry bulk and ship management, all tethered together by a full range of support services including human resources, finance and e-services to ensure safety, security and consistency across all of Bahri's operations around the globe," he said.
In his opening remarks, Abdullah Sulaiman Al-Rubaian, chairman of the board of directors, said: "From the NSCSA's humble beginning in 1979 as a national carrier, the Bahri Brand now represents an organization that is one of the largest shipping conglomerates in the world, blending tradition, expertise and state-of-the-art systems juxtaposed with a keen understanding of diverse client needs in many markets."
Earlier during the launching ceremony, Al-Jasser said: "Our new brand reflects the nature of our organization -- we are adoptive. The business landscape is changing at a tumultuous pace and requires nothing short of reinventing ourselves to be agile and responsive to the critical needs of our stakeholders in the national, regional and global arena. Today, as Bahri, we can proudly say that we do, not only excel in marine transportation alone, but that we are realizing the NSCSA's dream to be a total logistics solutions provider."
Source: Arab News, Jeddah, Saudi Arabia
