Powered by innovation: Maser’s Prateek Suri on the burgeoning consumer tech industry in UAE and Africa

In today’s interconnected world, technology has become an inte- gral part of our daily lives, revolutionising how we communicate, entertain ourselves and work. From smartphones to smart TVs and beyond, consumer electronics have played a pivotal role in this tech- driven transformation.

In the Middle East and Africa (MEA), the consumer tech industry has witnessed substantial growth, driven by factors such as population expansion, urbanisation and government investments in digitalisation. Among the trailblazers in this dynamic industry is Maser Group, an Africa and Dubai-based company that has emerged as a steadfast supporter of technological advancement.

Led by its CEO and founder, Prateek Suri, Maser has become a unicorn with a valuation of $1.9bn, earning accolades and awards across the globe.

Factors that influence growth of consumer tech industry

The MEA is a region comprising diverse countries with varying levels of economic development and has experienced a significant surge in consumer electronics demand. This growth can be attributed to several key factors, such as a rapidly growing population, rising incomes, government initiatives, 5G networks, etc. In response to this burgeoning demand, Maser has embarked on a dedicated path of innovation.

The brand’s commitment to pushing technological boundaries is evident across its diverse product range, which covers LED televisions, audio systems, washing machines, air conditioners, dish- washers, vacuum cleaners, irons and refrigerators. Each of these offerings is meticulously designed to embrace the latest advancements in technology, ensuring that customers have access to cutting-edge features and functionalities.

“Guided by a set of core principles and values, we have consistently delivered cutting-edge products that meet and exceed consumer expectations. We place paramount importance on quality and reliability, ensuring our products are built to last and perform consistently. This commitment to quality has garnered trust among consumers,” says Suri.

The company also prioritises affordability, making advanced technology accessible to a wide range of consumers. This approach aligns with its mission to improve the lives of African households. Furthermore, in an era of growing environmental consciousness, where the consumer electronics industry is increasingly embracing sustainability and eco-friendliness, companies such as Maser are at the forefront of this movement, actively work- ing to reduce the environmental impact of their products.

The brand has opted for eco-friendly solutions and manufacturing processes, contributing to a more sustainable future. “This aligns with the growing eco- consciousness of consumers, who seek products that not only meet their technological needs but also contribute to a more sustainable and responsible future. As these trends and innovations continue to shape the industry, the consumer electronics sector is poised for sustained growth and evolution,” explains Suri.

Operations in UAE and Africa

Maser’s strategic decision to establish its manufacturing hub in Africa while focusing on the African market has proven advantageous. With its strategic geographic location, advanced infrastructure and technological capabilities, the UAE serves as an ideal warehousing and logistics base for the company. Positioned at the crossroads of global trade routes, the UAE provides unparalleled access to international markets, making it an ideal platform for re- exporting Maser’s electronics to diverse destinations.

The country’s logistical infrastructure, network of ports and airports, business-friendly policies, and free trade zones have enhanced Maser’s competitiveness and agility in responding to market demands. This advantage has propelled the company’s presence in multiple markets and solidified its reputation as a globally recognised consumer electronics brand.

Meanwhile, Africa’s burgeoning consumer electronics market, characterised by a rising middle class and increasing urbanisation, presents a vast opportunity for growth. The company’s focus on Africa allows the brand to cater to this expand- ing market with products tailored to local preferences and needs. By aligning the manufacturing process in Africa with the growth potential of the continent, Maser has established a powerful nexus that fuels its success in both regions.

Challenges and triumphs in the journey

Like any business, the path to success for Maser Group in Africa and the UAE was not without its challenges. The grey market in the UAE posed a major threat to its business operations.

“Unauthorised dealers and resellers in this market often undercut the pricing and distribution strategies, selling products at lower prices. This can dilute the brand’s perceived value and damage its reputation for quality.

Additionally, customers may encounter counterfeit or substandard products, leading to confusion and dissatisfaction.

To combat the grey market, we continually monitor and take measures to protect our brand image and maintain control over pricing and distribution channels in the UAE,” comments Suri.

Meanwhile, navigating regulatory complexities, cultural nuances and logistical intricacies in both regions required perseverance and adaptability. However, the company’s dedication to overcoming these challenges led to the establishing of strong local partnerships, investment in market research to understand consumer preferences, and the implementation of efficient supply chain management strategies.

These efforts allowed Maser to tailor its products to local markets, cultivate customer trust and establish a foothold in Africa while efficiently using the UAE as a distribution gateway, resulting in remarkable growth and recognition.

Milestones since inception

Since its inception, Maser has marked several significant milestones within the consumer electronics industry. One such milestone is the establishment of the manufacturing hub in Africa, a feat that has enabled streamlined production and global distribution of its products. This strategic move underscores Maser’s dedication to enhancing operational efficiency and ensuring a wider reach for its innovations.

“Our remarkable journey has seen us not only enter but also thrive in the dynamic African market. Through a steadfast commitment to excellence and customer trust, we have become a hallmark brand in the region, actively contributing to the technological advancement of Africa and its inhabitants.

“We have garnered widespread acclaim for our innovation and sustainability. These core values have not only shaped our identity but have also solidified our position as a trailblazer within the consumer electronics sector. Today, the industry recognises Maser as a leader, setting a high standard for quality, innovation and integrity,” notes Suri.

Taking a bold step towards the future, Maser has embraced the concept of the metaverse, representing an exciting new frontier in the company’s evolution. This pioneering move reflects its commitment to staying at the forefront of technological progress, offering new experiences and opportunities for its customers and stakeholders.

What’s next?

As a diversified group, Maser is strategically planning for expansion to further branch out its portfolio and strengthen its global presence. At the heart of this strategic trajectory lies a resolute commitment to expansion, portfolio diversification and fortifying its global footprint.

Foremost among Maser’s future aspirations is its dedication to Research and Development (R&D). “We will continue to funnel substantial investments into R&D, emphasising the pursuit of cutting-edge technologies. These investments are aimed at fuelling the creation of pioneering products that are finely tuned to the evolving preferences and needs of consumers.

“Simultaneously, we are also embarking on a dynamic journey of international market expansion. We are actively engaged in the exploration of opportunities that will enable it to transcend geographical boundaries. This endeavour includes not only the establishment of a broader manufacturing infrastructure but also the development of an extended distribution network. These strategic moves are envisaged to facilitate our outreach to a wider customer base and to firmly establish our presence in burgeoning markets across the globe,” he observes.

A steadfast champion of progress

With operations spanning both the African continent and the UAE, Maser Group has effectively harnessed its distinctive strengths to expand its footprint and solidify its reputation as a globally trusted brand in consumer electronics. In doing so, it has not only catered to the evolving demands of consumers but has also actively participated in shaping the industry’s trajectory.

Maser Group stands poised to retain its leading position within the consumer tech industry. “We will remain committed to driving forward both innovation and sustainability to make a meaningful impact on the lives of consumers not only in MEA but also on a global scale. As technology continues its march forward, we will undoubtedly be a beacon of progress and a source of enrichment for consumers far and wide,” concludes Suri.