KHIND Strengthens Middle East presence with new products to boost $7.6 bn home appliances market in the Middle East

KHIND Middle East relocates to larger office at Jumeirah Lake Towers to strengthen sales and marketing activities across the Middle East

Date: Dubai, April 20, 2021

News Highlights:

Household appliance market revenue in the Middle East and Africa (MEA), region has been growing from US$6.3 billion in 2017 to US$7.6 billion in 2021, according to;

Household appliance market revenue in the MEA is projected to grow to US$8.4 billion in 2023, according to;

Household appliances revenue is projected to grow at 14.84 percent to reach US$332 million in 2021 and US$577 million by 2025;

The global household appliances market is growing at 5. Percent CAGR from US$423.6 billion in 2018 to US$670.1 billion in 2025, according to Market Study Report.

KHIND, a major consumer electronics brand from Malaysia, is introducing a number of energy-efficient and environment-friendly lighting, cooling and home appliance products in the Middle East that could reduce emissions and reduce carbon footprint.

KHIND Middle East, which looks after the market development for the brand in 15 key markets across the region, has recently relocated to a bigger regional head office to increase the brand’s presence and boost the US$7.6 billion (Dh27.8 billion) home appliance market in the Middle East.

Household appliance market revenue in the Middle East and Africa (MEA), region has been growing from US$6.3 billion in 2017 to US$7.6 billion in 2021 and it is projected to grow US$8 billion in 2022 and US$8.4 billion in 2023, according to, a global market intelligence advisory.

With a vision – Delivering Happiness – KHIND offers affordable, reliable and trendy products for residential and commercial units that deliver exceptional performance, energy and cost savings.

KHIND, which was established in 1961 in Malaysia as small shop, developed it into one of the largest electrical and home appliances manufacturer in the Far East. Its products are exported to more than 50 countries worldwide.

“KHIND’s products are affordable and offer the best value for money. The products are for the common man by the common man. Our brand offers a durable product range that have a longer life than other products in the market – that in turn saves money over the life-cycle of the product,” says Adil Mistry, Group Chief Executive Officer, Khind Holdings Berhad

“KHIND products carry many game-changing features in them that offers a lot of cost savings to consumers. Most of these cost-saving features are not seen, but felt by users when used for a long time. We believe, KHIND offers a much better value proposition to consumers when it comes to electrical and home appliances.

“Besides, we are currently focusing on offering complete home improvement solutions to customers – true to our vision of Delivering Happiness Everyday – as customer complaints are a major problem in home appliances business. With KHIND, customers remain happy over the products’ life-cycle.”

In the UAE, revenue in the household appliances segment is projected to reach US$332 million in 2021 while revenue is expected to show an annual growth rate (CAGR 2021-2025) of 14.84 percent, resulting in a projected market volume of US$577 million by 2025. User penetration will be 21.5 percent in 2021 and is expected to hit 28.2 percent by 2025.

Middle East home appliance market is expected to register a Compound Annual Growth Rate (CAGR) of 13.2 percent over the forecast period. Moreover, the Middle East home appliance market is likely to achieve substantial revenue over the forecast period i.e. 2017-2024. The market is expected to expand on the back of rising disposable income coupled with changing lifestyle, according to Market Watch report.

The global Household Appliances market is valued at US$423.6 billion in 2018 is expected to reach US$670.1 billion by the end of 2025, growing at a CAGR of 5.9 percent during 2019-2025, according to Market Study Report.

Jos Paul CJ, Senior Operations Manager and SBU head for KHIND Middle East and Africa region, says, “KHIND has been a well-established brand in some key markets. We are currently revamping our efforts to reach out to a greater customer base through our network of dealership and distributorship. Globally, KHIND as a brand is known for its easy to buy, easy to use, easy to clean, easy to store and easy to service, we hope to resonate the same in this part of the world as well.

“We are receiving encouraging response from our distributors and dealers across the region. As a result, our business is growing in the Middle East. Even during pandemic, we have done better than the previous years, which reflects the brand’s growing popularity and resilience.

KHIND products are currently available in the select retail outlets as well as on the online channels such as, and their own website

KHIND Middle East is focusing on offering turnkey solutions to large customers including industrial facilities, shopping malls, theatres and public places where the lighting and cooling solutions need to be installed and monitored to reduce the carbon foot print.

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