Sahara reaches Dubai

South African PC manufacturer Sahara has set up shop in Dubai and has aggressive plans to replicate its African success in the Middle East and establish itself in the region’s IT landscape.

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By  Alex Malouf Published  December 2, 2004

South African PC manufacturer Sahara has set up shop in Dubai and has aggressive plans to replicate its African success in the Middle East and establish itself in the region’s IT landscape. Sahara will use its Dubai facilities to target emerging markets such as North and East Africa, as well as more mature markets such as the GCC. “Sahara is the second largest IT company in South Africa for hardware,” claimed Manoj Tripathi, general manager at Channeltech, Sahara’s master distributor for the Middle East region. “It has built up a branded business and also a distribution arm. Sahara has reached such a size that it needs to expand into other markets, including the Middle East.” Sahara’s Dubai facilities include warehouse operations at Jebel Ali as well as a regional office in the heart of the city’s Computer Street. Sahara, known for its desktop PCs but also supplying a wide range of peripherals and components, will use its Jebel Ali warehouse to ship stock across the Middle East, North Africa, the CIS and East Africa. “We have opened up offices in Kenya, Tanzania and a host of other African countries and we will use Dubai as our logistics hub for our products,” added Tripathi. “We want to make an impact on the customers who come to Dubai and make the Sahara brand known across the region.” Sahara has ambitious plans to open a string of offices across the region over the next year, beginning with Egypt and Saudi. The manufacturer is also keen to sign up in-country distributors. “There is a certain market that we will be targeting. Our desktop PCs are high quality and have proved a winner in South Africa, but it will take time to build the brand with the channel and the customer. We are looking for several dedicated distributors in each country for across the region that will help us to build the business. Long-term, people will know the Sahara name.”

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