is a significant producer of shisha tobacco for water pipes. How is that business performing?
Eastern accounts for 25 percent of the domestic shisha market. The remainder is supplied by private companies. The interest in shisha is increasing both domestically and internationally. Water pipe smoking is getting more popular among the younger generation in Egypt, and it has also caught on in some nontraditional markets around the world. We are benefiting from shishas growing popularity. What would you like to accomplish within the next three years? In three years time, I would like to see an Eastern Co. that is stronger, more profitable and more advanced. The Sixth of October facility will be a huge step in that direction. Another way to realize that ambition is by continuously improving our cigarettes and packaging. We are determined to produce quality cigaretteseven for poor people. But we also want to introduce new brands for the middle class, which is growing quickly in Egypt. This year, we intend to launch in this segment several new brands that can compete with the offerings
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