Bosch Home Appliances forays into Saudi Arabia

German manufacturer forges alliance with local distributor Abdul Lateef Jameel Electronics & Air-conditioning Co Ltd to enhance regional footprint

Dubai, UAE (27 April 2015) – Global home appliance manufacturer, Bosch Home Appliances, has announced its foray into the Saudi Arabian market through strategic alliance with one of the leading local distributors, Abdul Lateef Jameel electronics & Air-conditioning Co Ltd. This move is in line with the brand’s overall business strategy to enhance its regional footprint and further reinforce market presence.

Renowned for their premium quality and efficient technology, Bosch Home Appliances aims to leverage the buoyant growth demonstrated by the Kingdom over the years to emerge as one of the largest economies in the GCC. The brand also looks to capture an ideal audience that seeks state-of-the-art gadgets as a means to carry out household chores, thereby sustaining a strong domestic demand base in the segment. 

“Given that Saudi Arabia is one of the largest markets in the GCC, we at Bosch Home Appliances have aggressive plans to penetrate the market and strengthen our regional presence by offering a lineup of innovative products with award-winning design to local consumers. We are confident that our reinforced entry into KSA will be met with positive consumer feedback and demand. Our products will not only fulfill functional needs, but also add to the beauty and décor of the homes of our consumers,” says Georg Kazantzidis, Director Marketing & Business Development, Bosch Home Appliances.

Bosch Home Appliances will offer a wide range of appliances from dishwashers, cooking appliances, fridges, and various small appliances. Bosch dishwashers’ offers ultimate hygiene, low water and power consumption with high efficiency performance. The brand will also introduce a wide range of Small appliances from breakfast sets, food processors to vacuum cleaners and more.  

Commenting on the recently signed MOU, Venkat P - Managing Director, Abdul Latif Jameel Electronics & Air-conditioning Co Ltd said, “We are privileged to be given the exclusive distribution rights of Bosch Home Appliance in Saudi Arabia. Our commitment remains to continuously provide a comprehensive range of world-class home appliances products that will inspire value and trust among stakeholders. Our in-depth market knowledge and long-standing experience will help Bosch Home Appliances identify gaps and successfully meet consumer demands.”  

With Saudi Arabia expected to contribute heavily to the 4.2 per cent Computed Annual Growth Rate (CAGR) in major appliances in the MENA region according to recent reports, Bosch Home Appliances is dedicated to achieving a strong foothold in the Kingdom. 

Bosch’s commitment found even in the smallest details, represents uncompromising quality, technical perfection and maximum reliability. It is this commitment to excellence makes Bosch different from other brands. Besides offering high quality German engineered products, Bosch also supports the use of green technology. The brand’s Green Technology inside (GTi) concept which is present in all products, focuses on energy and water efficiency while achieving top performance.  

With new markets, products and consumer insights in its reservoir, Bosch Home Appliances look at building a valued brand equity in the minds of consumers across the region.