Saeed Haider

Saudi Gazette

MANAMA — To build a multimillion-dollar empire out of 10 Rupees (the old currency of Bahrain at the time) is nothing but, only what legends can make happen. Such is the story of two young boys who created their own destiny with hard work, dedication and commitment to perfection.



Aspiring to achieve the impossible in the 1960’s, today they are leading businessmen based in Bahrain and have a very strong presence in the entire Gulf Region. And their dream to build a glorious skyline, today takes the shape & form of Awal Plastics, a leading signage and visual communication company in the Gulf region which promises “Bringing signage to life… Through People, Process & Technology.”



Mohamad Ahmed Ali Bucheeri and Abdulla Abdulrahim Bucheeri are the pioneering pillars of the signage industry in Bahrain.



Mohamad Ahmed Ali Bucheeri and Abdulla Abdulrahim Bucheeri are both childhood friends, and are now brothers-in-law, who tell us their journey to the current pedestal they are on with a proud shine in their eyes which reflects their sense of being content. But that’s the thing about visionaries. Upon being asked if they have achieved what they dreamed of, the humble reply is, “We’ve barely begun!”



In early 1960’sAbdulla’s father was a Taxi driver and Abdulla had a passion for carving by hand. On his way to school or returning he would pick-up pieces of plywood and practice his carving skills to create some unique designs. “I was absolutely in love with the fact that I could carve anything I wanted out of it. It became my hobby and wanted to turn it into a profession.”he said while talking to Saudi Gazette. One could see that his room spoke of history. Everything in his office has a story and a history behind it and he and Mohamad Ali, enjoyed like children, sharing it with people. His first professional work was a carved out “Bismillah arrahman ir Rahim (In the name of Allah the Beneficent, the Merciful) out of a piece of plywood. Abdulla had spent 10 Rupees for the cloth and the wood and tools. The 10 Rupees came from his friend Mohamed Ali’s father. His work became so popular that at that time he needed a place to work. His taxi driver father who had now open a tire puncture shop gave him a small space in the corner of his little shop.



Within months, both Abdulla and Mohamed Ali realized the growing demand for signage and other products. Mohamed Ali a banker by profession, has astute business acumen while Abdulla, by nature is a creative thinker and artist.



Both decided to focus on automobile number plates first. In those days the number plates were hand painted. They immediately grabbed the opportunity and took control of business. They also got a job from British Bank to paint their signage and later from National Bank of Bahrain to produce their teller tokens made from plastic which were used in those days.



Both the friends realized that the beginning for a very long and successful journey had started and the need was too take advantage of technology; bring in the latest machinery and equipment to the market and capture the imagination of the clients. “Our motto was to never say no to our clients’”said Mohamed Ali. Both decided that since Abdulla has a talent for technicalities while Mohamed Ali was apt in business, therefore Abdulla should pursue engineering education and Mohamed Ali will look after the business whilst working at the bank.



In 1967 Abdulla left for India to join architectural Engineering at Maulana Azad College of Technology in Bhopal, while Mohamed Ali took up job in a bank and started looking after the business and expanding it.



In 1969 after Abdulla’s return from India they decided that it was time to regularize their business and run it in a more professional way. They got the company registered and initially they had named it Awal but the clerk at the Ministry of Commerce asked “what does Awal do?”and they responded in unison “Plastic”because by then they had roaring business in tokens and other signage in addition to number plates. The clerk at the ministry himself named it:“Awal Plastics”and hence Awal Plastics was born.



They say they will never forget that day. And we all know why. They knew that their life had taken a new turn, and one for good. They knew, they couldn’t now turn back. 



Their biggest asset was their mutual trust and belief in each other which strengthens every day.



In the meantime they moved out from the tire repair shop to a bigger place and then got an even bigger place eventually to settle at the present location which is around 25,000 square meters in area and undoubtedly the most well planned, elaborate, methodical and technically advanced facility at least we have ever seen.



What baffles the mind is that after achieving so much and expanding even further, the urge to grow remains the same, the quest to reach dizzying heights is still there. They still see dreams and want to make them a reality. The glint in their eyes is not that of aging businessmen but of young entrepreneurs who want to stop at nothing.



In their pursuit for excellence and to introduce advanced technology, Abdulla being the technical mind as travelled across the world from Lebanon to Germany and in between the rest of Europe, South East Asia and South America. “I visited almost all international exhibitions be it in USA or in Hamburg…Everywhere I learned and bought new tools.”



Today Awal Plastics is an epitome of excellence that can be termed as a company that caters to engineering concept to delivery. No doubt these two youthful old men initiated a communication revolution in the 1960’s and 1970’s and today that humble beginning has matured into a giant market leader.



A peep into their workshop narrates the extent of commitment, imagination, hard work and innovation they have put.



In order to keep pace with the modern business techniques and to achieve scientific marketing and business structure coupled with a “managing for success” methodology to take the company to the next level of success and entrepreneurship, they took on-board a Group CEO, Ronnie Surty who carries more than 30 years of experience in various industries and professional fields around the globe. Mohamad Ali’s son Jalal Bucheeri, a graduate in journalism and mass communication from the United States has been on the team for the last couple of years, supporting the business as Corporate Affairs Director.



Today Awal Plastics’state-of-the-art facilities in Bahrain comprises nearly two dozen production departments equipped with cutting edge machinery, diverse capabilities and experienced staff ready to translate the clients’ideas to life.



With the emerging new trends and ambitious new visual communication requirements the financial industry is looking for new ideas and new concepts. “Awal Plastics with its high tech facility and highly skilled staff stood out and offered a broad range of signage elements including those for ATMs, exterior signage elements, kiosks and custom interior wall sign”said Ronnie Surty. And added:  Awal Plastics is more than capable to handle multi-site conversions, delivery role of new brand identity to a very high standard of engineering and quality. Awal Plastics is also currently working on many projects for banks in Saudi Arabia, Bahrain, Qatar and other GCC countries.



Awal Plastics offers a complete solution to banks for external branch signage, free-standing totems, pylons and directional signs. It also offers customized ATM solutions, standalone, drive-through kiosks and other formats required by the various banks.



The operations inside the workshop are extremely methodical starting from conceptualisation of an idea to concretizing those concepts, designing, cutting, painting, producing, marking and packaging which is all under one roof and in an extremely scientific and methodical manner as per global standards.



One of the strongest strengths of Awal Plastics is Road Signs. Every Road Sign in Bahrain has been made by Awal Plastics. Until very recently they had the sole contract of producing car number plates.



What astonishes us the most is that both the Joint Chairmen know each and every detail of their business and machinery, be it printing or edge-cutting binding. But speaking as true leaders, they credited their staff for everything. “The dedication and commitment of our people is our real asset”. We have over the years built our reputation on their skills, loyalty and desire to keep pace with the growth of the company.”Said Ronnie.



Awal Plastics has contributed immensely in energizing sport automobile and airlines brands. It has worked with airlines across the region such as Gulf Air and Qatar Airways to produce and apply high impact livery to airplanes. It has applied branding to road vehicles and gave signage solutions for some of Bahrain’s best known vehicle companies and showrooms. It has also worked with Bahrain International Circuit and The Royal Golf Club to produce banners and signage.



Awal Plastics has worked with various entities such as, Bahrain Defence Forces, Civil Aviation, Ministry of Agriculture, Education, Electricity and Water Authority, Finance, Hospitality, Health, Housing, Industry and Commerce, Information, Interior, Works and Royal Court as a trusted partner for many decades. According to Ronnie Surty signage and visual communication solutions provide a valuable opportunity to build brand awareness and promote business equity. “We work with contracting, oil and heavy industry clients to advise the best communications solutions to suit their particular industry needs, producing building sites and project signage, vehicle branding and uniform.”he said.



With such a widespread operation and clientele, Awal Plastics has etched its spot amongst the top visual communication companies in the world where under one roof one could get an ATM kiosk designed or a sign of any size or embroidery on the national flag or any kind of road signs. It is a continuous process of growth and development which has been built on the pragmatism, commitment, mutual trust and friendship of two gentlemen who are so opposite in nature yet each complementing other and making a perfect team.



Awal Plastics is a personification of a dream of a young boy and pragmatism of his friend who is now his brother-in-law, who have definitely conquered the world of signage, branding, advertising and engineering.