Start-Up Company MASER Provides Low-Cost-High-Quality Electronic Goods in UAE

Consumer electronics start-up MASER is disrupting the LED TVs market in the Middle East and Africa with its low-cost, high-quality product offerings; and has crossed a significant sales milestone of 200,000 units sold within just a year of starting sales and distribution from the UAE.

MASER founder Prateek Suri commented: “It is humbling and gratifying to see MASER cross the 200,000-units sales milestones within a comparatively short span of time, operating in a challenging business environment. This is proof that our ambitious low margin-high volumes strategy, coupled with a customer-centric approach, has paid handsome dividends.”

One year ago, MASER brought 200,000 units to Jebel Ali Free Zone from its manufacturing facility based in Delhi, India. This initial consignment was picked for sales and distribution by local UAE companies, sold in Saudi Arabia as well as in the African countries of Tanzania, Kenya, South Africa, Gambia and Malawi.

MASER’s range of affordable LED TVs, including 4k Smart TVs, with top-notch specifications, have proved to be extremely popular with a budget- and quality-conscious consumers in the Middle East and Africa markets. MASER LED TVs are rated an A by the Indian Standards Bureau, making them close in quality to those from top-tier A+ brands and a notch above the A- rating used by Tier 2 and 3 brands. Apart from LED TVs, the MASER product portfolio includes LED TV panels, soundbars, home theatre systems and power banks.

With e-commerce in the region forecast to grow between 4 to 7 per cent on the back of platforms such as Amazon and Noon in the UAE and Jumia in Africa, online sales will be an important element of MASER’s retail strategy. Currently, MASER products are retailed through e-commerce platforms such as Amazon, Flipkart, eBay, Paytm, Snapdeal, Shopclues, Jumia and will shortly be retailed on Noon.

MASER’s expansion plans include tapping public sector projects. In Africa, MASER LED display TVs (for outdoor use) have been purchased by the government of South Africa for high-profile installations. MASER is currently focusing on large screen display TVs for outdoor use to supply to public sector entities in Africa.

To meet the demand for online learning amid the current pandemic, MASER is developing an exciting new touch-screen TV. The TV screen can also be turned into an interactive display screen that allows users to “write” on it with a pen – a patented new technology, which has versatile applications from classrooms to boardrooms.

Currently manufactured in Delhi, India, MASER products are shipped to Dubai’s Jebel Ali Free Zone, for further distribution. Across the GCC, MASER is focusing on UAE, Saudi Arabia and Oman. In Africa, the company is targeting Tanzania, Kenya, Nigeria, Gambia, Malawi, and South Africa. MASER recently received $8 million in funding from a private UK finance company, for setting up a factory unit in the Special Economic Zone (SEZ) in Gandhinagar, western Gujarat. The factory is a joint-venture technology tie-up from China to manufacture units for 100 % export to the Middle East and Africa.

Suri is bullish about Africa and has fixed on the UAE as MASER’s base to penetrate some of the continent’s untapped markets with great potential. “The UAE has always been at the forefront in technology advancement and is one of the preferred markets for the launch of new products and as a logistics hub to enter African markets. We remain confident that Tier 2 African markets will appreciate MASER’s competitive price and quality and help us gain traction,” he highlighted.

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Ranbir Sen

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