Paras Shahdadpuri, Chairman, Nikai Group of Companies
Paras Shahdadpuri, Chairman, Nikai Group of Companies Image Credit: Supplied

While last year has been about keeping the head above water for most organisations, Nikai interestingly entered new markets, witnessed diversification and managed to avoid any pay cuts for staff through the pandemic.

As a leading brand Nikai has always focused on innovation and offered convenience to customers – one of the reasons why there has been an ever-increasing demand over the years. Another major advantage is brand visibility within the local market, which continues to attract both local audiences and trade buyers. It is no surprise then that Nikai has consistently witnessed growth in exports.

Based in UAE, Nikai has direct operations in many countries, such as Oman, China, Saudi Arabia, Georgia, Russia to name a few. Recently Nikai expanded operations to Egypt.

Nikai offers an enviable lineup of more than 400 products across lifestyle, entertainment, kitchen appliances, home care, personal care, cooling and refrigeration, and heating. The brand has a growing number of over 60 million satisfied customers from all over the world. Aside from physical stores, the brand’s presence can also be felt online.

Secret ingredient of success

Offering a value-proposition is the strength of the brand. It continuously works to adapt new technologies and bring innovations to customers at an affordable price. Nikai is the first private label brand to launch the WebOS Ultra HD Smart TV in the UAE.

The proudest achievement over the last 25 years has been to gain the trust of millions of its customers who keep coming back. This explains the array of awards that grace the shelf at the Dubai Headquarters: Dubai Quality Award, Dubai Service Excellence Award, ISO Excellence Award and the prestigious Sheikh Khalifa Excellence Award .

The company also received an award at the Middle East Business Leaders Summit for its performance in the global electronics sector. Nikai has been recognised as a Superbrand for five years and has been dubbed as the best retail outlet in the electronics sector by DSES.

Brand value

Not only does Nikai value its customers, but the company also knows how to give back to the community. It has sponsored towards many causes such as Special Needs Foundation, Angel Awards, Dubai Cares, Breast Cancer Awareness Campaign, and a lot more. When it comes to education, Nikai has regularly sponsored awards at higher colleges of technology. Also, when Covid-19 struck the nation, Nikai greatly contributed towards Mission Vande Bharat to repatriate blue-collared Indian workers back home. through the efforts of IBPC and the Indian Consulate.