(Report by: Angela Benny)
“I believe that success comes from a relentless focus on innovation and execution. These concepts are vital to our product development as well as our sustainability efforts”, says Mr. Khawar Hussain, CEO of GENERALTEC.
Green Square Electric Devices Trading under the brand name GENERALTEC is a UAE based company specialized in all kinds of electrical home appliances and it was started in the year 2001 by Mr. Khawar Hussain. Today, it is one of the leading brands in the Middle Eastern and African markets. The company currently has six branches in UAE, one in Oman and one in Pakistan with the head office being located in Sharjah, UAE. Their products are sold in over 50 countries across Middle East, Africa and South Asia. Generaltec also has authorized distributors in Yemen, Bahrain and Qatar.
The main aim of the company is to provide well designed and engineered products of high quality that satisfy customer needs, at affordable prices. Generaltec manufactures its products in China, Pakistan, Italy, Spain and Turkey to create the most innovative and sustainable appliances. According to Mr. Kawar, innovation in sustainability means doing things better and smarter. It means taking the most out of our resources, empowering people to do what they do best and using the power of diverse ideas to overcome challenges. He also believes execution is very important. “It is all about getting it right: the right people, doing the right things at the right time and the right cost structure. This applies to both our business and sustainability. Both are about making an impact through original ideas and processes while utilizing resources wisely.”, says Mr. Khawar.
Generaltec has a clear quality policy and a strict quality objective. The company was established to become the top distributers of air conditioning equipment throughout the GCC and further to the whole Middle East. Their mission is to become the ‘chiller of choice’ for the growing market in UAE. The company also takes great pride in meeting the GCC and International standards of certification. Their certifications include Gulf Conformity mark (G-mark), ECAS certificate, RoHS Regulation, Trustmark for Unitary Air Conditioners, EMC mark, CNAS mark, CE mark and CB mark.
Generaltec makes sure to provide a great experience throughout the purchase journey which includes the after-sales service. They ensure that customers’ needs are met even after the purchase is made and the products come with full set of technical user manual. The team at Generaltec is trained to give product orientation for interested customers. They also have a special delivery and installation team. Customer support at Generaltec is available 24 hours a day, 7 days a week to assist customers with any issues.
Generaltec has had a successful journey since its establishment and is still continuing to enhance. “I love healthy competition and I strive to make our products better and stand out in the market”, says Mr. Khawar. The company celebrated its 20 years of business in 2022 while showcasing an exhibit at Burj Khalifa, Dubai.
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