Tell Me Why affordable luxury matters in the appliances industry

Affordable luxury is gaining traction in the appliances industry, as UAE-based Generaltec expands its offerings to include commercial air conditioning solutions. In an interview on Gulf News' Tell Me Why podcast, Generaltec's Founder and CEO Khawar Hussain explained the company's motivation behind this expansion. Hussain highlighted the increasing demand for environmentally responsible technology that can lower energy consumption and operating costs.

Variable refrigerant flow (VRF) technology, which allows a single outdoor unit to serve multiple indoor units, is a key component of this strategy. To implement VRF effectively, Generaltec requires a team of skilled engineers and specialists to accurately calculate heat-load calculations, design systems, and carry out installations according to building specifications.

Hussain emphasized that the establishment of Generaltec's ClimaLab facility in the UAE is a key step in this direction. The ClimaLab serves as a unique platform where customers and engineers can come together to test, demonstrate, and design custom cooling systems for individual buildings. Hussain proudly noted that Generaltec was among the pioneers in the UAE to create such a specialized space.

The company's journey began in 2001 with a single twin-tub washing machine, and after arriving in the UAE in 1993, Hussain identified a market need for affordable products with dependable quality and responsive after-sales service. As capital was limited and establishing a new brand challenging, Hussain focused his investment on one affordable product initially.

Profits were then reinvested to expand the product range, eventually incorporating over 250 products in the company's portfolio. Hussain's concept of "affordable luxury" revolves around providing premium features at competitive prices. The company achieves this by collaborating with reputable suppliers and suggesting customizations to enhance quality while controlling costs.

Generaltec's reach extends to more than 50 countries across the GCC, Africa, the CIS region, and Southeast Asia. As the company continues to expand internationally, its products are adapted to meet local electrical systems, climate conditions, and regulations. Hussain remains committed to providing exceptional after-sales support, aiming to resolve service requests within 48 hours.

This includes employing technically trained call handlers and deploying mobile service vans equipped with commonly required parts.