MUSCAT: A number of officials express their appreciation for His Majesty Sultan Haitham bin Tarik for endorsing the Council of Ministers' approval of the 'National Product Loyalty Programme'.
The Ministry of Commerce, Industry, and Investment (MoCIIP) oversees this program in coordination with relevant authorities and the private sector. They emphasise the empowerment of the private sector in its leading role in driving national economic growth in alignment with the targets of Vision 2040. The programme aims to support, promote, and raise awareness about Omani products, while urging consumers to choose local goods over imported versions.
At the same time, the campaign urges local manufacturers to maximise their competitiveness in the local market. Consequently, the program is expected to offer significant opportunities to enhance the confidence of citizens and local consumers in the quality, efficiency, and priority of locally produced goods in their daily consumption.
According to statistics from the National Center for Statistics and Information (NCSI), the manufacturing sector contributes 8.1% to the total Gross Domestic Product at current prices and 9.3% at constant prices (as of the end of the third quarter of 2023). The MoCIIP affirmed that Omani products are experiencing widespread and positive acceptance among both citizens and residents. This is attributed to several factors, including the quality and standard specifications that make Omani products competitive in both the local and global markets. Purchasing Omani products is seen as a support to the national economy, contributing to increased economic returns for the Sultanate of Oman and a rise in the local GDP.
The ‘Made in Oman’ campaign has played a significant role in enhancing societal awareness of the importance of buying Omani products, supporting Omani producers and exporters, and bringing global attention to the quality of Omani products. The combined efforts of local and international companies investing in Oman have been instrumental in the success of the campaign.
The ‘Made in Oman’ campaign aims to introduce and promote national products in the local market, endorse the new national product identity logo, encourage industrial establishments to obtain the national product identity license, enhance local consumer confidence in national products as a primary choice, highlight their quality and competitiveness, create a standardised image of the diversity of Omani industries, and increase collaboration between industrial establishments and small and medium enterprises.
Additionally, it aims to strengthen consumer loyalty to local products, establish communication channels between producers and consumers, and promote the diversification of the national economy.
Shaikh Faisal bin Abdullah al Rawas, Chairman of the Board of Directors of the Oman Chamber of Commerce and Industry (OCCI), said consumers bore a collective responsibility in supporting local industries. But he stressed the need for all-round collaboration, starting from the government side by providing more facilities and incentives for Omani industrial establishments. Omani factories, for their part, should ensure product quality and promote innovation, while consumers must play a pivotal role in choosing local produce over imports.
The chamber also plays a crucial role in developing the Omani industry by conveying the perspectives and proposals of industrialists to relevant authorities and contributing to attracting and localising investments in the industrial sector, said Al Rawas.
Sultan al Khadouri, Head of the ICV office at the MoCIIP, stated that adopting a national policy for local content will contribute significantly to enhancing the transformative industries sector in the Sultanate of Oman. This contribution is pivotal in achieving sustainable development and boosting the national economy.
Al Khadouri pointed out that the ministry is working on developing the industrial sector by leveraging national industrial capabilities as a primary driver for the desired economic diversification outlined in Vision 2040. Additionally, governance of sectors related to employing national labour is crucial for investment, he said.
Dr Hilal bin Abdullah al Hinai, Chairman of the Board of the Omani Industrialists Association, said the initiative aims to enhance consumer confidence in local products, support national industries, and increase employment opportunities. He emphasized that loyalty to Omani products is a national duty for every citizen, contributing to various economic and social goals such as supporting national industries, creating new job opportunities, increasing added value to the national economy, and promoting self-sufficiency.
Additionally, supporting local products contributes to the competitiveness of Omani products in both local and international markets, leading to increased exports and reinforcing self-sufficiency by reducing reliance on imported goods.
Dr Rajab Ali al Owaisi, Social and Educational Researcher at the State Council, expressed that the National Product Loyalty Programme is a significant turning point in building a responsible national sentiment. The loyalty program is seen as an excellent opportunity to redirect attention to local products and strengthen their presence in the consumer culture, promoting a deeper understanding of food security.
Furthermore, he added that this qualitative step will have its positive impact and qualitative implications not only on the national consumer in the path of confidence, as he turns towards Omani products but also in the sense of pride and satisfaction in the ability of these local products to compete. It proves their qualitative presence and competence in the market, establishing their excellence as the preferred choice for citizens.
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