Leading industrial static electricity control specialist, Fraser Anti-Static Techniques, has appointed Dubai-based Al Ghwasa Technical Equipment Trading LLC as its approved distributor for the Middle East region.
From its operational headquarters in the UK, Fraser sells its range of internationally certified static generation, measurement and control equipment into all major markets across the globe, both directly and through an established network of distribution partners. This new relationship with Al Ghwasa will strengthen Fraser’s presence in the Middle East at a time when key sectors, such as plastics and packaging, are poised for substantial growth.
During March, Fraser welcomed Al Ghwasa to its global headquarters in Bampton, UK to provide a greater insight into how the company operates, attend the comprehensive technical theory and product training course required to qualify as an Approved Distributor, and discuss mutual opportunities in the region. As a result, Al Ghwasa is now well equipped to understand local customer needs and provide solutions to their static problems whilst ensuring the seamless quality of service for which Fraser is recognised worldwide.
The strategic appointment follows Fraser’s participation in the international Arabplast tradeshow in Dubai earlier this year, where it exhibited as part of the British Pavilion. Fraser CEO, Bruce Clothier, believes there is a growing potential in the MENA region for technical products such as theirs. He said: “Manufacturing in the Middle East is developing at an advanced rate, which represents a big opportunity for us. Al Ghwasa expressed an interest in talking to us at Arabplast and the synergies were clear. They have a strong presence in the region and many significant relationships with machinery manufacturers and processors looking to do business with established UK suppliers to enhance their productivity and increase output quality.
“Initial interest is high, and we are confident there will be demand for our combination of market-leading 24V DC static control products and Al Ghwasa’s local expertise.”
Anoop Leeladharan, Director of Operations at Al Ghwasa, added: “We have been providing marine automation and instrumentation solutions to customers for over 20 years, and we are delighted to add Fraser’s complete product range to our portfolio. Our service ethos aligns with Fraser’s reputation for providing knowledgeable expertise supported by high standards of customer care. By working together, our aim will be to provide high quality products and excellent standards of service to customers across the Middle East region.”
Trade in goods and services between the UK and UAE alone is worth £14.6bn, making it the UK’s fourth-largest export market outside Europe. Clothier believes that the time is right to invest in a Middle Eastern presence: “We understand the Gulf’s market share of the global petrochemical industry will grow from 11 per cent to 17 per cent over the next five years – and this represents a big opportunity. From previous exposure to this market, we were already aware of the potential for growth here and Al Ghwasa have a like-minded belief in the prospects for our advanced technology products and customer application solutions. We’re excited about the partnership and the benefits it will deliver to both parties.”