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The Strategic Evolution of ELIXE: 

Driving Innovation in Industrial Pipe Coating

In the international landscape of protective coatings for industrial pipelines, 2025 marked a decisive turning point: the formal transition and strategic rebranding of MPR into the unified ecosystem of the ELIXE Manufacturing Solutions Group. This evolution is far more than a mere corporate name change; it represents the culmination of a master industrial plan focused on digitalization, environmental transition, and deep penetration into strategic global markets, stretching from Europe and the Americas to the Middle East and Asia.

The parent company’s roots date back to 2012 in Italy, when MPR was founded by the industrial group Majorpack, a leading global player in pipe coating for the OCTG (Oil Country Tubular Goods) sector. Leveraging high-level engineering expertise and metallurgical know-how developed within Italian technological hubs, the company progressively designed, engineered, and installed high-throughput production lines in key operational hubs such as Moscow, Surgut, and Ekaterinburg. These advanced systems were custom-engineered to apply internal and external coatings on pipes designed to withstand the harshest environmental and corrosive conditions.

Operational Efficiency and Exceptional Quality Standards

The industrial plants developed by the group have consistently set benchmarks for exceptional efficiency and unparalleled productivity, achieving continuous operational throughputs of up to one pipe per minute. This outstanding production continuity, paired with rigorous microscopic control of coating thickness and film uniformity, has earned the group formal recognition and technical qualifications from major multinational corporations in the oil and gas sector, solidifying its reputation for innovation in the pipeline market.

Today, entirely owned by Italian investors, the organization is entering a new phase of expansion backed by intensive R&D investment. The core of this new vision lies in the strategy initiated in 2021 with the establishment of Elixe Srl, a company fully verticalized in UV-LED protective coatings for metallic surfaces. This strategic move radically expanded the group’s technological footprint, capturing the rapidly increasing market demand for solvent-free, eco-friendly (VOC-free) coatings.

Global Expansion and Commercial Hubs

To support the surge in international demand and ensure immediate regional sales and technical support, Elixe Middle East Trading was established in 2023 with strategic headquarters in Dubai. This commercial hub serves as a business accelerator across the Gulf countries, streamlining relationships with regional energy majors and promoting adoption of the group’s green,automated lines.

Concurrently, the group is executing major equipment installations and supply contracts across Europe, Asia, the USA, and Mexico, demonstrating a structured global vision and boundless technological adaptability that projects a powerful engineering heritage into the sustainable industrial future.