In our webinar, FMCG leaders from EMF and Tapal Tea shared real-world OEE success stories, from real-time production cost tracking to boosting machine performance. Discover how digital transformation is reshaping efficiency, sustainability, and growth.
Introduction
Manufacturers everywhere feel the pressure to produce more with less. Efficiency is no longer optional. It can determine survival. That is why our recent webinar focused on Overall Equipment Effectiveness (OEE), exploring how FMCG leaders improve machine availability, performance, and quality.
But this wasn’t theory. It was real-world experience. Two industry leaders shared how they implemented OEE solutions inside their factories, providing our audience with a first-hand look at digital transformation in action.
Understanding digital transformation with Tanveer Karamat
The webinar opened with the CEO of Octopus Digital, Tanveer Karamat, who shared why digital transformation matters now more than ever. He reminded us of companies that clung to legacy models and paid the price. Kodak invented the digital camera but stuck with film. Nokia sold phones but ignored software ecosystems. Both suffered significant losses. His words carried weight: “Protecting your legacy business at the cost of innovation can prove very costly.”
Tanveer also highlighted FMCG giants like P&G and Unilever, where slow adoption cost billions. His point was clear: change feels uncomfortable, but resisting it can threaten survival. For manufacturers, digital transformation isn’t about hype. It’s about visibility, lower waste, and better decisions. That’s where OEE comes in. It doesn’t just track machines. It changes how factories run.
Emirates Macaroni Factory: Data-driven pasta production
Our first guest speaker was Roberto Traversa – General Manager at Emirates Macaroni Factory (EMF), the largest pasta producer in the UAE. EMF holds more than 40% of the market share, and their process is highly automated. But even with advanced equipment, they faced challenges. Years ago, they tracked OEE manually, an approach that was slow and often missed critical details driving improvement.
So, EMF partnered with Octopus Digital to digitize OEE and energy data. Machines were connected through sensors, and dashboards provided real-time visibility into performance and cost. Roberto showed how they now monitor both efficiency and energy use. “For each batch, we now know the cost of production in real time,” he explained. Reports let EMF slice data by machine, shift, or product, pinpointing losses down to a single minute. This visibility helps them plan production, cut costs, and reduce downtime.
Their journey doesn’t end here. Roberto shared their next step: using OEE data to calculate real-time carbon footprint. Their ambition is to become one of the most sustainable food manufacturers in the region. For EMF, OEE has become more than a measure of efficiency. It has become the foundation of smarter, more responsible manufacturing.
Tapal Tea: Blending tradition with technology
Our second guest speaker, Shabbir Muhammad is the General Manager at Tapal Tea, Pakistan’s leading tea brand. Tapal has served millions of consumers since 1947, and its legacy spans four generations. But like many companies, Tapal Tea faced familiar challenges: manual reporting, piles of paperwork, and inconsistent data. Shabbir explained: “What you cannot measure, you cannot manage.”
To address this, Tapal began its digital OEE journey in three phases. First, they assessed machine readiness across both old and new equipment. Second, they installed sensors to capture accurate machine data. Finally, they built dashboards to track availability, performance, and quality.
The impact was immediate. One case study came from a high-speed packaging machine that had an OEE score of 68%. With real-time monitoring, they pinpointed stoppages and faulty parts. After corrective actions, OEE rose to 75%.
The improvement boosted operator confidence and gave supervisors reliable data to act on. Leadership gained visibility they had never enjoyed before. For Shabbir, this was only the beginning. Tapal Tea plans to expand into energy monitoring and predictive maintenance. Digitalization, he stressed, isn’t just about numbers, but about building a smarter, stronger future for the business.
Lessons from the Q&A
The Q&A brought out pressing questions from the audience, many reflecting real challenges faced by FMCG manufacturers. One attendee asked how to measure OEE in a factory with limited automation. Shabbir answered directly: start small, build trust with your people, and choose the right technology partner. Sensors can bring digital clarity even in less-automated environments.
Another common question focused on the challenges of adopting digital tools. Both leaders agreed that change management is harder than technology. People resist new systems, especially when habits are deeply set. Shabbir stressed: “Building trust in all stakeholders is very important.” Leadership must guide, and cross-functional teams must align. Adoption succeeds only when people see it as their journey, not someone else’s project.
Convincing management to invest was also top of mind. The speakers advised showing payback through reduced downtime and lower waste. Real data speaks louder than presentations. As Tanveer put it: “Adoption is not a project, it is a journey.” These exchanges reinforced that OEE is about more than machines. It is about people, culture, and leadership commitment.
Closing thoughts
This webinar gave us more than technical details. It shared human stories of change. From pasta in Dubai to tea in Karachi, the lessons were consistent. Digital OEE improves visibility, strengthens decision-making, and creates lasting results. For Roberto, it meant tracking every batch cost and planning for sustainability. For Shabbir, it meant moving from guesswork to confidence in data.
OEE is more than a metric. It is a mindset shift. At Octopus Digital, we are proud to partner with industry leaders on this journey. If you want to learn more about EMF and Tapal Tea’s OEE journey, you can watch the webinar now!
Or if you want to explore how OEE can transform your manufacturing operations, talk to us.
Change is never easy, but as our speakers proved, it is always worth it.
