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In keeping with these new disruptions, Admiral Corporation of America has partnered with $6bn global conglomerate ETG Distribution to accelerate distribution within the UAE and East Africa markets for its home appliances arm Admiral Appliances & Electronics Middle East CIS Africa.

The agreement was signed by the Vishal Saxena, CEO of Admiral Appliances and Electronics Middle East CIS & Africa, and Anish Jain, CEO of ETG Distribution. As per the agreement, ETG Distribution will distribute Admiral Corporation of America’s full range of appliances, electronics and air-conditioners across UAE and African countries including Kenya, Tanzania, Uganda, Ethiopia, Mozambique, Ghana, and Nigeria.

Additionally, the partnership between both entities also brings to the fore a mutual commitment to mark expansion across the Middle East and Africa region.

Admiral Corporation of America has ambitious plans for the Middle East and Africa and CIS region. The home appliances and electronics giant has established strategic partners in majority of the Middle East and is now focused on venturing into the African market, with the objective of establishing operations across most of Africa by FY 2023.

Speaking on the sidelines of the agreement signing, Saxena said, “Admiral Appliances and Electronics has caught the industry’s rapt attention owing to an impressive growth in its business and operations in the past two years. We commenced operations during the peak of Covid-19 in this region. However, this was not an impediment for us. We have always had a solid growth plan and strategy, and thanks to that, we are now one of the fastest growing American brands in the region.

We are eyeing to achieve a market share of 5 per cent to 6 per cent by FY 2024 across our areas of operations, and this will be possible with our impressive range, competitive pricing, strong and strategic partnerships and a rich legacy of approximately 100 years.”

On his part, Jain said, “We are pleased to partner with the Admiral brand for the MEA region. The company provides a comprehensive product portfolio of quality home appliances and consumer electronics. Admiral with its roots in the USA is focused on bringing affordable home appliances that are best in quality and reliability to the region.”

Admiral Appliances and Electronics has several partners across the region including United Matbouli Group, Saudi Arabia; Best Al Yousifi, Kuwait; YK Al Moayyed, Bahrain; OTE Group, Oman; Abu Issa Holding, Qatar, Wadi Al Rawashed, Iraq; Privatisation Holding Company, Jordan; and now ETG Group, UAE.