UAE born Aftron celebrates its 10th anniversary and is set for regional expansion

The electronics brand was introduced a decade ago as an alternative to the more expensive consumer electronics suppliers, and has proved to be a highly respected player enjoying not only double digit market share but also expanding into other markets.

Vishesh Bhatia, Group Director-Electronics, Al Futtaim Group said: "When Aftron first launched in 1994 the market was already extremely competitive. At that time it was important that Aftron found a niche in the market - that niche was with air-conditioning, white goods and kitchen appliances. Having established a reputation in those segments it was then possible to expand the product range to include brown goods - the latest high quality consumer electronics at competitive prices - a strategy that has clearly proved highly successful.

Aftron has experienced major growth since its launch and has consistently increased its share in the UAE market. By remaining focussed a reputation has been built with high brand equity that has taken us not only into GCC markets, but further into the world markets".

Sales have increased by 40% between 2002 and 2003. The expansion programme envisages a deeper presence in Russia and Iran as well as African countries such as South Africa, Angola, Nigeria, Madagascar and Mozambique. Aftron is also contemplating a strategic cooperation with a major player in the Indian brown goods arena for after sales service.

When Aftron first burst onto the market in the UAE, it offered kitchen appliances. Since then its portfolio has expanded to feature a complete range of home and kitchen appliances, audio and video equipment for home entertainment and air-conditioning solutions.

The electronics are sourced from some of the best manufacturers around the world, including top manufacturing plants in South East Asia. Aftron has now partnered with 100 dealers across the UAE, including Plug-Ins ElectroniX, another successful Al Futtaim Group initiative.

Ajoy Mathew, Divisional Manager, Aftron said: "Aftron was created to meet a demand in the market for the latest high quality electronics at competitive prices. Over the years we have worked extremely hard to build and maintain a strong, trustworthy brand image ultimately ensuring that customers are aware of the quality of the products we retail. This is largely to do with the fact that the parent company, the Al-Futtaim Group, has been achieving Gulf-wide success for over 40 years".

Mathew added, "In addition to the superior products we offer, there is the added feature of reliable after sales service, which we view as a necessity rather than a luxury that we provide to our customers".

Bhatia concluded, "Aftron has successfully penetrated the UAE and GCC markets and nowadays you can expect to see at least one product from Aftron in most households. We have remained focussed and clear on our strategy by extending our product line and cultivating supplier partnerships around the world ensuring we meet our customers' needs successfully. Maintaining this strategy will further position Aftron as a truly international household brand and ensure our presence for the next ten years".

The world has become Aftron's oyster, and it is inspiring to see a locally owned brand built from nothing make such an impression on the global markets. What remains to be seen is just how far this world expansion will go and how successful will Aftron be in the more mature markets like Europe? Watch this space!