Hayat Kimya leverages Körber integrated converting and packaging solutions to advance premium tissue growth in Russian market

In Russia, consumer demand for innovative, premium quality tissue products has risen dramatically, driven by tissue manufacturer Hayat Kimya’s leadership in innovation, product differentiation, and quality. As part of its strategic response to the increasing demand, Hayat Kimya is expanding its production in Turkey and Russia with the installation of multiple Perini Constellation™ S8 lines supported by Körber Business Area Tissue’s reliable customer care.

In addition to lines in Turkey, Kӧrber is supporting Hayat Kimya’s installation of Perini Constellation™ S8 lines in a new, 210.000-tonne capacity plant, set for completion by fall 2021 in Kaluga, Russia, just outside Moscow. Hayat Kimya’s investment in the new lines, including wrapping, bundling, and embossing equipment, will make the company the largest tissue manufacturer in Russia — and help catering for the increasing demand for premium tissue products in the Russian market.

“There was a time when only low-end, one-ply and two-ply tissue products were available in many countries,” said Alessandro Granucci, Regional Sales Manager for the Körber Business Area Tissue. “Hayat Kimya introduced premium quality, better-rolled bathroom tissue in three, four, and even up to six plies, elevating consumer expectations while also meeting market demand for such high-quality tissue. Now, one or two-ply products are rarely, if ever, found in the Middle East and Eastern Europe. Today’s consumers demand premium options, and Hayat Kimya is well-positioned to meet their expectations as well as to continue its leadership position in the market.”

This dramatic shift in consumer expectations can be catered for thanks to Kӧrber’s industry-leading portfolio that integrates tissue converting and packaging machinery, digital services, embossing technologies, unique supply chain solutions, and aftermarket support. Kӧrber’s reliable solutions and customer care support Hayat Kimya’s delivery of on-demand, premium-quality products in a fiercely competitive, global tissue industry facing complexities that include pulp price volatility, a scarcity of skilled operators, and growing demands for sustainability and overall operational efficiencies.

Hayat Kimya has relied on Kӧrbers best-in-class customer experience and expert collaboration since its establishment in 2003. As industry partner, Körber supported its continued growth into the largest tissue converter of Africa, the Middle East, and Eastern Europe.

Hayat Kimya Global Tissue Production Director Lufti Aydin values the longstanding advantages of the Kӧrber partnership as highly as he does the technologies. “We strongly believe in Kӧrber equipment,” he said. “It’s truly the best technology available for optimizing production efficiency and achieving best quality”

Perini Constellation™ S8 lines’ proven advantages include enhanced product quality, simplified line operations and increased operational efficiencies. These benefits make them the right choice for Hayat Kimya — and have led to sales of more than 100 Perini Constellation™ S8 lines worldwide over the past five years. Perini Constellation™ S8 solutions offer the most uniform rewinding at all speeds and perfect rolls from the first to the last sheet. As a result, customer satisfaction for product quality is close to 100% and over 85% of global customers reported improved operational efficiencies of at least 10%.

Hayat Kimya’s partnership with Kӧrber is shaping future expectations. By accessing Kӧrber’s solutions, service, and ongoing customer support ecosystems, Hayat Kimya anticipates continued success in raising consumer quality expectations and increasing speed to market as it strengthens its tissue industry leadership.

Increased capacity adds opportunities to strengthen differentiation and sales, making greater quantities of unique, premium offerings — such as Hayat Kimya’s signature bi-sided tissue — readily available on the market as the manufacturer further extends its reach in Iran, Egypt, Nigeria, and Russia.

About Hayat Kimya

Hayat Kimya A.S. is part of the Hayat Group. The Hayat Group primarily operates in the home care, hygiene, and tissue categories for the consumer goods industry. Hayat has continued to invest significantly since their entrance into the tissue category and today the Group carries the distinction of being “The Largest Tissue Manufacturer of Africa, the Middle East, and Eastern Europe” with 490,000 tonnes production capacity/year.