Indian giant moves to switch on Mid East energy market

A market leader in the Sub-continent for over six decades, Larsen & Toubro believes the regional power sector has the potential for lucrative new business.

"To date we have had very little penetration in the Middle East market. We now feel it is time to expand our boundaries and to explore opportunities in the region," said S A Khan, Assistant General Manager, Larsen & Toubro.

"There is growing acceptance of Indian products and now that governments are imposing tighter controls on spending, they are actively seeking out products that meet their quality requirements at reasonable prices. We are well known in India for meeting these criteria in what has become an increasingly competitive marketplace."

Larsen & Toubro's attack on the Middle East market will be launched at the region's main power trade show, Middle East Electricity 2002, to be held in Dubai in February.

The campaign will begin with the regional launch of two new Larsen & Toubro switch gears, an air circuit breaker and a moulded case circuit breaker, which have been designed specifically to withstand the Middle East's harsh climate.

Larsen & Toubro is among 10 Indian companies registered for the show that will feature 16 national pavilions. So far exhibitors from 33 countries have contracted for Middle East Electricity, to be held at the Dubai World Trade Centre from February 3-6. The show will have participation from Malaysia for the first time.

"Surging requirements for power are putting huge drains on energy budgets throughout the Middle East," said Sarah Woodbridge, Project Manager, Power and Energy Division, IIR Exhibitions, organisers of the event.

"With a forecasted average annual six per cent growth in electricity demand until the year 2010, companies able to supply high quality products at competitive prices will win an increasing share of the market.

"Middle East Electricity provides the ideal forum for companies to plug in to the growing demand for cost-effective solutions to the pressures being applied on project budgets," said Woodbridge.