The Quality Series presents:

New Line Steel Engineering in Doha, Qatar uses Total Quality Mix techniques to remain a leader in local and regional construction.

Economic growth and construction projects are projected to continue in Qatar for decades

New Line Steel is the largest steel tank manufacturer in the countryNew Line Steel is the largest steel tank manufacturer in the country
New Line Steel Engineering in Qatar has been selected to receive the BID Quality Crown Award for 2015. The Doha based firm has demonstrated its commitment to quality and continuous improvement that indicates to the BID committee that it is a company headed in the right direction.

Busy in Qatar

The economy in Qatar is robust and business is booming. Growth has occurred at a dizzying pace: total GDP has tripled since 2000, per capita GDP remains at or near the top of the world rankings, and the economy has been expanding at about 6 per cent per year. Inflation is low, the national government is running a surplus, and analysts predict growth to continue and even accelerate. Although the economy is dominated by hydrocarbon production, it is quite diverse. Besides oil and gas, the fastest growing sector in the Qatari economy is construction. Activity there increased by 11.4 per cent in the past year, and it’s easy to see why: infrastructure improvements for the 2022 World Cup, start of the ultramodern Doha Metro, the 31 hectare Msheireb Doha development with its 23 metre deep basements, the 45,000,000,000 € Lusail City project and other major projects, including the Inner Doha Resewerage Implementation Strategy.

According to Samba Financial Group, Qatar is expected to award 26 billion € worth of contracts in 2016 and spend a total of 120 billion € on World Cup infrastructure through 2020. In the long term, the Qatari government has another 180 billion € budgeted for infrastructure plans through 2030.

For the short term, these massive infrastructure and other construction expenditures are being fueled with petrodollars, but government officials the construction boom to create its own inertia of growth and to support other important aspects of the economy like tourism. The government sees constructors to be investors in the long term success of the country. As Jalal Salhi, infrastructure affairs director at the Qatari Public Works Authority recently put it: "We prefer somebody who comes to work with us, not only for one job and then leaves."


Tourism is a huge growth industry in Qatar and one of the ways in which the economy is diversifying. Doha, the capital, has modern museums, music festivals, the amazing Corniche promenade with dozens of spectacularly lit skyscrapers, and the Katara Cultural Village with its pigeon towers and amphitheatre. Additionally, the Qatari economy boasts of significant mining, industrial and agricultural sectors.

New Line Steel: Helping to Put Qatar Together

New Line Steel Engineering (NLSE) does business in steel fabrication, construction, transportation and trading. Its 700 employees present a wide range of competencies such that NLSE is capable of providing a broad array of turnkey projects, from design, fabrication and installation of large hoppers and storage tanks, to construction of luxury homes, villas and civil engineering projects. It also has a trading arm and a construction equipment rental business.

Continuous quality improvement requires a policy known by everyone in the organization, and at NLSE, the written policy starts with what the company calls the 5 Spirit:

• Work hard and aim high.
• Cooperate with colleagues and clients.
• Rely on fairness and honour.
• Always abide by laws and regulations.
• Advocate for the customer.
To flesh this out, NLSE also has a comprehensive personnel policy focusing on personal improvement, including guidelines on ensuring a safe, secure and stimulating work environment, special emphasis on training and work/life balance, open communication and mutual respect with management, and a strict anti-discrimination policy.

NLSE bases its specific Quality strategy on maintaining control of processes by employing personnel and building the infrastructure necessary to deliver turnkey projects, allowing it greater control of quality, processes and schedules . This can be a challenge given the large scale of many of their projects. So, in addition to a 10,000 m2 fabrication plant, the company has a full documentation program in place along with cutting edge measuring and calibration equipment. NSLE also avails itself of internal audits in accordance with national and international standards, uses six sigma techniques to reduce defects, and makes management directly responsible for results.


The BID committee was also impressed by the company’s efforts in reducing accidents by appointing an independent quality and safety manager who reports directly to the company directors. Quality and safety are given prominent roles in upper level meetings as well. Good corporate citizenship is a critical policy component of any company which seeks to be recognized as a leader in quality, and the NLSE environmental policy is applied directly to all of its direct operations and to services delivered by associated organizations. The company has experienced steady growth since expanding from a small engineering firm in the 1990’s. It now manages projects in several countries and is the largest steel fabricator in Qatar. The company works in stainless and mild steel and has completed quite a number of notable projects, including a turnkey project involving the fabrication and erection of 400 ton cement silos, construction of numerous petrol stations from tanks to foundations to electronics to the roof, oil industry infrastructure, and villas, mansions and subdivisions.

Because of their commitment to engage in turnkey projects, NSLE does metal casting, lathing, concrete block mold fabrication, earth moving, construction and erection. NSLE stands alone as the largest tank manufacturer in the country, and the only one UL certified for fuel tanks.

From steel fabrication and engineering, NLSE has also branched out into related fields where it applies its Continuous Quality Improvement strategies. The building construction arm of the company builds villas and mansions throughout the country, the civil engineering arm is capable of laying out and preparing entire residential subdivisions, the heavy equipment arm provides heavy hauling services along with equipment rental, and the trading company supplies hoses, fittings, cables, tools, and practically any construction or hardware item imaginable.

Because of its commitment to continuous quality improvement, New Line Steel Engineering has been selected to receive the BID Quality Crown Award for 2015 at the convention in London.


BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.