Al Muftah and Sharp officials at the launch of the new products at the Oryx Rotana

By Ramesh Mathew

As part of its ambitious plans targeting the region’s growing air-conditioner market, Japanese global home appliances and electronic manufacturers Sharp has launched its new range of air-conditioners in Qatar at a meeting hosted by its country distributors Al Muftah Group.
The ceremony held at Oryx Rotana Hotel on Sunday marked the launch of two unique Sharp technologies in the AC market, namely ‘All Aluminium heat-exchangers’ and ‘Plasmacluster Ions’.  The gathering comprised contractors, consultants, architects and select dealers of the Sharp products.
Recalling the remarkable growth recorded by the company in recent years in the Middle East and North African region (Mena) Category Manager of the AC business at Sharp Middle East FZE Hirase Masahiro said the company had an impressive regional turn over of more than $255mn from the air-conditioner business in the last financial year, which included substantial revenues from the Qatar market, taken care of by Al Muftah Group and their supportive dealer network.
“The Middle East continues to be top on the agenda for Sharp and Qatar is one country where we have set our hopes high in view of growing demand for the company products, in particular air-conditioners.  In fact, we have our greatest expectations for growth in the Qatar market,’ said Masahiro.   
The company official said Sharp has manufacturing facilities in 21 locations in 13 countries and the facility at Jebel Ali in Dubai is one of the best of its kind. “Ours is a $32bn company, with a work force of over 64,000 and  Sharp has adequate professionals working in the region to providing high quality sales and after sales services,’ ‘ said Masahiro.
“The reduced weight of our ACs resulting from the all aluminium heat exchangers, means easier installation and lower cost of maintenance. The region depends heavily on air-conditioning due to the adverse climatic conditions and anyone from the HVAC industry would truly understand the overall life cycle cost and cost of operation benefits that our technology can offer”, added Masahiro.
The Sharp official also recalled that in a span of a few years, the company’s range of air-conditioners had recorded astonishing growth. 
Masahiro said the industrial outlook has shifted towards a greener and more sustainable future,  requiring customers as well as manufacturers to truly focus on environmentally-friendly  technologies and solutions. “Our products have always reflected our corporate vision to becoming an eco-positive company, and we believe that this product launch was an appropriate platform to introduce our eco-positive AC products to the market” added Masahiro.
Speaking later, Senior Technical manager of Sharp Middle East (ACs) Morisaki Akito said “generally the AC industry has products with very little difference but our company promises to bring about a seismic shift with the introduction of the lighter and more efficient outdoor units created of aluminium.
“This innovation not only reduces the unit’s weight by about 40 %, but also reduces its refrigerant requirements by a staggering 50%, he added. Sharp has been in the AC business for over half a century, and plans to enhance its product offering to the region with the addition of these new units, said Akito. Available in a multitude of configurations, Sharp offers AC products as window units, split ACs, ceiling-mounted and floor-standing types.
“Sharp has always focused on improving customers’ lives through application of superior technologies, and the company used the launch to showcase yet another innovation to the local and global market, which we believe would succeed in tackling some of the major challenges faced by the region’s air-conditioning industry,” said Morisaki.
Managing Director of Al Muftah Group Ibrahim Al-Muftah said his company is pleased to associate with a well-known brand as Sharp and its innovative product line ups. “We also have an ambitious vision for its growth in the local market,” added al-Muftah.
Al Muftah Group, he said, plans to introduce the latest eco-friendly ACs to the local market this summer.
Speaking later Business development Manager of Al Muftah Group Rakesh Shrivastava said their company is keen to enhance the distribution network for Sharp innovative products through the power retailers and dedicated merchandisers promoting the products at the shop floor level.
Trained merchandisers are ready to assist customers in explaining Sharp products and answering all the technical queries in detail, added Shrivastava.