InSinkErator forges strategic new partnership with Al-Futtaim Electronics

The move is part of the company's continuing efforts to increase brand awareness and mark a stronger market presence across the Middle East region.

Under the terms of the agreement, Al-Futtaim will be distributing InSinkErator's diverse range of products, particularly its domestic line of food waste disposers and steaming hot water taps, across the UAE and Oman.

In return, InSinkErator will provide key support for the Al-Futtaim Electronics' sales team, which include promotions, product trainings, sales and after sales servicing, marketing, advertising and PR initiatives.

According to InSinkErator senior executives, the company chose to partner with the Al-Futtaim because of the Group's strong commitment to its consumers in the region and the common core values that they share—quality, reliability and integrity.

"The Middle East region is one of the fastest growing environmental technology markets, where consumers have become more aware of the need to patronize green and eco-friendly products. In line with this, InSinkErator is looking to address this demand by leveraging our world class environmentally compliant line of products across these discerning consumers in the region," said Mohamed Karam, Business Development Manager ME & Africa, InSinkErator, Emerson FZE.

"Our new distributor agreement with the Al Futtaim Group will allow us to extend our reach towards our intended markets in the Middle East. Al-Futtaim's extensive presence and extreme dedication to their consumers coupled with our strong product portfolio will surely make for a winning combination; adding more value to the products we offer," he added.

"We are looking forward to working closely with InSinkErator, which is widely known as the No. 1 choice of professionals from all over the world. Partnering with InSinkErator reflects our move to provide our consumers with highly eco-friendly products that are not only best in industry but also come from a time tested heritage company," concluded Sachin Wadhwa, Director - Al Futtaim Electronics Company.