Our Philosophy

Over a period of time Soft Rose has strategically elevated themselves from a product centric approach to a focused consumer centric approach. The inter-department initiatives of collective drive towards excellence in product innovation and its applications has resulted in acceptance of our products and services by a large number of direct and indirect consumers in the MENA region. Our strong consumer community and their constantly evolving demands are the main source of our innovation. The mission of bringing the best products by regularly enhancing the infrastructure, production, storing facilities, logistics, re-engineering the procedures and policies, training of human capital and process driven vendor selection are on going processes.



Soft Rose is proud to be a leading producer of Jumbo Tissue Paper rolls in the region. At Soft Rose we strongly endorse that flexibility towards the changing market trends will always lead to adaptation. Adaptation in turn will lead to quality and quality will always result in long-term partnership with clients. The ultimate goal is to position Soft Rose “as an ideal and reliable partner in the tissue industry”. Our target has always been clear – constantly evolving by offering quality products, operational superiority and most of all extraordinary customer service. Our focal point in the years to come will be expansion into a third tissue paper mill. This is purely due to the increasing demand for our quality and product standards that clearly defines the trust our clients have in us. The path ahead looks extremely promising and if we continue maintaining and constantly upgrading our own standards, we will only achieve excellence. Our expansion is also in line with the strategy of our parent company to grow our paper production in the industry and in the region. Finally, this message is incomplete without mentioning the priceless contribution of our valued employees who are always considered the pillars our success. Without their valuable knowledge and support our success till date was definitely not possible. We close this note by mentioning the five philosophies that Soft Rose will always follow – Flexibility, Adaptability, Quality, Growth and Partnership. These are the key words that will define our success in the years to come.