Integrated billet and reinforcing bar manufacturing in Sharjah, UAE.
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Group Heritage and Values
Mr. Mohammed Shattaf established East Investment in 1974. Since inception, the group has evolved and emerged into a leading business house in UAE spreading out into the industries of Gold, Manufacturing & Retail, Steel, Real Estate, Money Exchange and Retail Businesses.
East Investment does business grounded in ethics & care and in doing so, have sustained the value of the brand over the years. Currently bringing together over 700 employees from different parts of the world, the group continuously strive to enrich each and every cycle of customer experience in all the business lines it operates in.
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East Steel and Plant Operations
East Steel took its first breath in 1981 as part of East Investment. Chaired by Humaid Mohamed Alomrani, who took over the management of East Investment after his father, Mr. Mohammed Shattaf, East Steel is a flourishing organization of over 280 employees enabling the 24/7 functioning of the ‘state of the art’ steel plant.
Integrated production and rolling operations supported by modern operating technology.▦
Billet Plant and Manufacturing Capability
Initially East Steel used to produce commercial grade of Flat Bar, Round Bar and Deformed Bar. In 2010, East Steel expanded its capacity by setting up a new billet plant with a pair of induction furnaces with holding capacity of 12 MT each. This new billet plant is first of its kind in the Emirate of Sharjah, UAE and has annual capacity to produce 100,000 MT per year. The State-of-the-Art Production Facility the Billet plant also includes Continuous Casting, Material Handling Equipment and Auxiliary Units.
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Direct Rolling and Regional Markets
In 2014, East Steel accomplished another goal by setting up a Direct Rolling Mill which is unique to UAE. The Direct Rolling Mill is contemporary in design and includes TMT Process, Automatic Cooling Bed & Material Handling Equipment and also the latest advancements in the field of steel plant such as continuous casting – hot direct Rolling (CC- HDR).
The 2 products are distributed throughout UAE and the MENA region.
IMS
Integrated Management System and Certifications
East Steel has established and maintained an IMS-Integrated Management System that incorporates ISO 9001:2015 Quality Management System, ISO 14001:2015 Environmental Management System, and ISO 45001:2018 Occupation Health and Safety Management System. Already on our quality/ excellence journey, We have achieved the certifications of DCL & CARES (Product Conformity).
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Purpose and Direction
Vision, Mission and Objectives
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Vision
To be a leading and trusted steel manufacturer, driven by innovation, growth, transparency, and honesty in all our actions and dealings, while nurturing our human resources and delivering excellence in quality, reliability, and customer satisfaction.
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Mission
To offer quality steel products and services by leveraging technology, operational discipline, innovation, and dependable customer service, while maintaining a strong commitment to sustainability, safety, and environmental responsibility.
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Objectives
To manufacture and deliver high-quality steel products that consistently meet customer expectations and international standards.
To foster innovation and adopt advanced technologies that enhance productivity, quality, and operational efficiency.
To achieve operational excellence through continuous improvement and best manufacturing practices.
To promote sustainable and environmentally responsible processes that support long-term growth and societal well-being.
To maintain the highest standards of safety, reliability, and quality across all operations.
To create long-term value for customers, employees, and stakeholders through integrity, customer focus, and sustainable business growth.
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Leadership
Chairman’s Message
At East Steel, our progress has always been guided by a clear purpose: to manufacture dependable steel products, serve our customers with integrity, and invest in the people and technologies that strengthen our future.
As we continue to grow, we remain committed to quality, safety, sustainability, and operational excellence. We deeply value the trust of our customers, employees, partners, and stakeholders, and we will continue working to create long-term value for the UAE and the wider region.
