If you sell to enterprises, energy operators or the public sector in Oman, you've probably met three letters that increasingly decide who wins work: ICV — In-Country Value. Here's what it means for B2B suppliers, and where your brand and marketing fit in.
What is In-Country Value?
In-Country Value is the share of your spending that stays inside Oman's economy and helps it grow — local hiring and training, sourcing from Omani suppliers, investing in local capability, and developing Omani talent. It took root in the energy sector and has steadily spread across government and large-enterprise procurement as part of Oman's economic diversification under Oman Vision 2040.
In practice, buyers increasingly ask suppliers to demonstrate — and sometimes certify — their In-Country Value. The more you contribute to the local economy, the stronger your position in a tender.
Why ICV matters for B2B suppliers
For a B2B company, ICV changes the basis of competition. Price and capability still matter, but two suppliers with similar offers are no longer equal if one contributes visibly more to Oman. A strong ICV position can:
- influence tender scoring and shortlisting;
- open doors with government-linked and energy-sector buyers;
- become a long-term relationship advantage with Omani partners.
Treating ICV as a box-ticking exercise misses both the point and the opportunity. Companies that build genuine local value — and communicate it well — win more than the contract; they win trust.
How ICV is assessed (in brief)
The exact framework, weightings and any certification requirements are set by Omani authorities and individual buyers, and they evolve — so always confirm the current rules for your sector before you bid. Broadly, ICV assessments tend to look at things like:
- local procurement of goods and services;
- Omanisation — employing and developing Omani nationals;
- investment in local infrastructure, training and capability;
- supplier development within Oman.
Verify the specific ICV methodology and any certificate requirements with the relevant Omani authority and your buyers — this article is a general guide, not formal compliance advice.
Where brand and marketing fit in
ICV is mostly operational — but how it is perceived is communication, and that's where most suppliers leave value on the table. Two things matter:
Perception. Buyers and partners form a view of how committed you are to Oman long before they read your ICV submission — from your brand, your website, your Arabic-language presence, and whether you show up as a local player or a distant vendor.
The story. Real local contribution deserves to be told clearly: the Omanis you employ and train, the local suppliers you work with, the capability you're building in-country. Presented well, this strengthens both your formal ICV case and your everyday credibility.
Practical steps for B2B suppliers in Oman
- Map your current local value — hiring, sourcing and training — honestly.
- Confirm the ICV rules that apply to your sector and target buyers.
- Build a credible local presence: an Arabic-first website, content and brand.
- Document and tell your local-contribution story through case studies and content.
- Make ICV part of your positioning, not an afterthought bolted onto a tender.
- Keep improving real local value over time — it compounds, and so does the trust.
How Pupal helps
We're a bilingual B2B growth partner working with companies in Oman in Arabic and English. We help you build the local brand and content that make your In-Country Value visible — and position you to win. Explore our B2B marketing service, or see how we work in Oman.