Eaton hails its form after Al Falak alliance

Distributor now authorised to sell vendor’s full product range

Tags: Al Falak Electronic Equipment & Supplies Co.Saudi ArabiaUnited Arab Emirates
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Eaton hails its form after Al Falak alliance Rahul Sikka insists Eaton’s tie-up with Al Falak has contributed to the growth it claims to have registered in the Middle East. (ITP Images)
By  Andrew Seymour Published  November 14, 2010

Power management products vendor Eaton has been singing the praises of its Middle East distribution partner Al Falak after the Saudi Arabia-based firm landed six awards at the firm's recent annual channel conference.

The company, which has just had its authorised distribution agreement expanded to include Eaton's full product line, picked up the accolades ahead of 17 other international distributors at the event in Europe.  

It grabbed three awards in the ‘performance' category, including one for the best distributor of Eaton's Pulsar Series and Single Phase range, and three in the individual categories.

Mohammed Merajuddin was named product manager of the year, Syed Akthar was crowned business development manager of the year and Gilroy Desa, from the company's UAE operation, was recognised for delivering the best sales performance.

Rahul Sikka, area director of Eaton Power Quality, insists Al Falak has been a "significant factor" in the steady growth of its business in the Middle East this year.

"Al Falak has been a very efficient and productive distribution partner and also provides a fine selection of complementary services such as superior sales and technical support that add greater value to our product range and ultimately help attract more customers to our brand," said Sikka.

Al Falak has quickly emerged as an important Eaton distributor after initially picking up the rights to its Powerware 3Phase products and ePDU products at the start of this year.

Ahmed Ashadawi, CEO and president Al Falak, says the recent extension of the partnership to include all product lines is a major boost for the company.

"This will certainly open new channels and give us a great opportunity to penetrate new markets and projects and further drive revenues in the process," he said.

As well as Eaton, Al Falak markets IT brands such as D-Link, Imation, Logitech, Microsoft, Symantec and TwinMOS.

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