Abdoolally Ebrahim Housewares Ltd recognized in the mid-1990s that it had excellent project management ability but missed the important design element to innovate new products of its own. This was addressed by adding a team of dedicated designers both in-house and out-sourced to build a portfolio of Original Design Manufactured items (ODM). This business has grown and now accounts for about 10 percent of Housewares. We invest in our own tooling for our own designs. We sell these products either in our own brands but more often in our clients' brands. With our own designs we look for exclusive distributors in each market for each item, thereby providing an element of exclusivity. Again we use our team of dedicated professionals as explained under OEM services and work closely with our partner factories for effective project realization.