Metin Mete, General Manager at HAYAT Russia: “The whole market of paper tissue products is growing by an average of 5% a year”

In late 2021, Hayat Kimya (Turkey), a part of Hayat Group, launched pilot production of paper tissue products with the capacity of 70,000 t per year in Kaluga Special Economic Zone. The final investment value reached 10 billion rubles. The new plant will make the company Russia’s biggest producer of tissue products with the annual combined production capacity of 210,000 t. WhatWood Agency talked to Metin Mete, General Manager at Hayat Russia, to learn about Hayat Kimya’s plans in the Russian market, industry trends, the tissue products consumption volume in Russia and much more.

Mr. Mete, judging by the project successfully implemented in Kaluga Special Economic Zone, Hayat Kimya feels quite comfortable in Russia.  What is the company’s current share in the Russian market and what share will it have after commissioning new facilities?

Over 9 months of 2021, our share in the toilet paper market reached 24%; in the paper towels market, 37%. This is a significant portion of the market, but we are not going to rest on our laurels and will continue ramping up the capacity. Specifically, our new plant in Kaluga will start producing from 2022; its test startup has already been successfully completed. Commissioning this facility will increase our output to 210,000 t per year and make us the biggest producer of paper tissue products in Russia.

Is the company planning any new investment projects in Russia in the future?

Yes, we are beginning construction of the fourth phase that will double our capacity compared to 2021, increasing it to 280,000 t per year.

What requirements do you have to wood pulp suppliers?

Our company has an innovative, environmentally friendly, sustainable and, most importantly, responsible approach to production. We use 100% FSC certified raw wood pulp, i.e. wood pulp made of trees grown for industrial purposes, primarily from Russian suppliers. When we select contractors, we must be certain that they are offering raw material from renewable forests, supporting our idea of protecting the natural woodlands.

Read the full interview in Russian Timber Journal 11-2021.