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Almasa plans to extend African channel reach

by Stuart Wilson, Tuesday 2 June 2015

UAE-based distributor Almasa plans to explore new business opportunities in Africa as it looks to extend its coverage beyond its core Middle East markets. The Almasa team will participate in the upcoming DISTREE Africa 2015 to meet channel partners from across the region.

Manoj Kumar, sales manager Middle East & North Africa (MENA) at Almasa, said: “Almasa has been operating for 20 years and has now decided to look at the potential of the African market. We will use DISTREE Africa 2015 to meet various regional partners, understand their current profile and see how we can extend and support these partners requirement using our Middle East distribution set-up.”

Almasa believes that much of the demand in Africa for IT products is consumption-oriented business, unlike much of the UAE business happening out of Jebel Ali Free Zone (JAFZA) which is primarily an import-export hub.

“We wish to extend our benefits such as volume purchase pricing structures to key African partners,” added Kumar. “Target markets for us in Africa include Kenya, Tanzania, Ethiopia, Uganda, Rwanda, Nigeria and Ghana.”

Almasa holds Middle East distribution rights for many major brands. The company plans to extend its distribution rights to Africa and begin supplying channel partners within the region. Almasa’s target customer base in Africa will primarily be retailers and dealers capable of moving significant volumes.

“Stocking and selling is an important aspect of today’s IT channel,” added Kumar. “Consumers don’t have the patience to wait days for product delivery. Almasa supports retailers and resellers to ensure optimum stocking and efficient stock rotation, which helps them minimise their operating costs.”

Almasa operates its own rebate programme for channel customers based on the total amount of business each quarter. This operates in addition to any programmes operated directly by vendors. Almasa is also willing and ready to assist its channel partners with a range of marketing activities including promotions, training, roadshows and channel development activities. Almasa already has some channel reach in North Africa, and is now looking to extend its coverage to also include East and West Africa.

“Almasa is a customer-friendly business entity,” explained Kumar. “We value every customer as a valuable asset whether they are SMB-focused, a retailer or a volume dealer.”

Channel delegates from across Africa can pre-schedule one-on-one meetings with the Almasa team at DISTREE Africa, where the distributor will explain its focused approach towards pricing, finance and logistics.

Media Partnership

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2015, including DISTREE Africa.

DISTREE Africa 2015, which takes place from June 10-12th in Nairobi gathers together hundreds of senior executives from the region’s leading ICT & CE e-tailers, retailers and distributors. Readers requiring more information about DISTREE events in 2015 should contact

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November, 2020

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