PAKISTAN HOME APPLIANCES SHINE IN UAE MARKET
AMPLE SCOPE FOR EXPORTS TO NEIGHBORING INDIA
INTERVIEW: HASAN JAMEEL, MARKETING HEAD OF DAWLANCE GROUP
Sep 8 - 14, 2008
The private as well as the government sectors usually talk about diversification in exports as traditionally exports from Pakistan confined within a few areas. We heavily rely on cotton and textiles which has been the mainstay of the economy right from the inception of Pakistan . Apart from textile, other export items include rice, leather and cement etc.
People were attaching high hopes that the much publicized growth in Information Technology and Software
developers would become yet another source for export earnings. However despite all claims, the IT sector has not yet achieved the export value worth $one billion so far. The situation calls for efforts to encourage all areas having export potentials by facilitating with incentives and proper guidelines especially our missions abroad.
Pakistan's home appliances on the back of improved quality, reliability and aesthetic value of their designs etc have great potential to grab a good market share in the Middle East, Srilanka, Bangladesh and even in India.
Hasan Jameel, the Marketing Head of Dawlance Group while talking about the success story of Dawlance Group which he said due to its products with quality and reliability earned a reputation of a household name with in the country and sharply making its presence felt in the UAE market through exports.
Hasan Jameel did his MBA from IBA and B.E (electrical) NED University on the back of his 17 years exposure in this business has succeeded in developing an insight especially in the field of marketing with a comprehensive approach about the market demand, requirement and aesthetic appetite for quality product.
Talking with a great deal of confidence Hasan said that the level of quality achieved by Dawlance has lent a strong support entering into UAE market and set an example for other manufacturing players how to take your products in the export market. It is the quality and reliability that Dawlance is getting repeat export orders from Dubai , Iraq etc .
RISING INTEREST RATES
Hasan Jameel replying to a question regarding impact of rising interest rates on the consumer finance and economic activity, he recalled that during the period of 2003- 2004 the cost of consumer financing was too low which created a boom like situation in the consumer market. The higher financial charges have a definite impact both on the industry as well as the customer's affordability.
There are other factors which have their fall out on the industry which include the exchange rate depreciation making import of necessary accessories costlier with every passing day. He revealed that though the industry has achieved a deletion level up to 75 percent however industry has to import 25 percent of the remaining parts. The most important equipment used in refrigerator and air conditioners is the compressor which Pakistan industry has failed to develop so far. Hence the entire air conditioning, even in the CNG etc industry has to depend on import of compressors.
Dawlance began its operation in 1980 with the production of Refrigerators only. However, over a period of time, the company started producing other quality products in addition to Refrigerators. Dawlance is also producing Washing Machines, Chest Freezers, and Split AC & Microwave Ovens.
"Before entering UAE market especially in Dubai , we did our homework, looking at the market need and how to come up to the expectations of the choosy customers and the market". The hard work carried out by our Research & Development team paid back as it helped Dawlance to carve a respectable place for its products like Glass Door Refrigerators, Split AC and Microwave Ovens in the UAE market.
Though he declined to disclose the value and volume of the exports to Dubai while many other export destinations were also in the pipeline. He was confident that Pakistan can grab a major market share in the ME, Sri Lanka , Bangladesh etc. even in home appliances and electronics if the manufacturers take extra pains to give an edge to their products enabling them to compete in the international market in terms of quality if not price wise.
When his attention was drawn towards huge consumer market available in our neighborhood i.e. India , he nodded with the remarks "yes we had a survey of Indian market where Pakistan products make an ample room, with said a sense of great confidence. "Our quality products were quite superior and can excel in the Indian market provided the government provides help to the local manufacturers to enter the Indian market. Hasan having an eight year association with Dawlance, carries a 17 year exposure in the field to his professional career said that over a period of time, Dawlance has earned a lead position in Pakistan market on the back of its strong industrial and human resource strength. Currently, Dawlance had strength of 4,500 skilled workers and 200 engineers to make Dawlance the largest company in Pakistan . Dawlance has already achieved ISO9001 & ISO 14001 certification which speaks in the form of quality and reliability which is hallmark of the Dawlance, Hasan said.
Being responsible for Product Development initiatives, Hasan has a knack to share with consumer insight through Researches, competitive intelligence, advertising and media, brand make over and brand pull strategies. Over these years Dawlance has not only developed the largest dealers network but has also established the largest after sales service set-up across Pakistan .