Outlook 2021: Sharaf DG Business Looks at Expanding its Reach in the Retail Segment and Forging New Partnerships

Hitesh Ojha, the Head of Business for the Audio-Video Division at Sharaf DG Business, talks about the products and solutions his company offers on the market, the learnings from 2020, and his plans for 2021

What sort of solutions does DG+ offer on the market?
At DG+, we offer a wide range of solutions such as large scale LED display solutions, background music, meeting room, and conference solutions, public address, structured cabling, theater AV, smart boards and interactive LEDs, digital signage solutions, video wall solutions, and so much more.

Which brands do you currently work with?
We work with lots of brands including Pixels for LED solutions; Bosch, Bose, QSC, Tannoy, JBL, Marantz, Polk Audio, KEF, TAGA, and Crown for audio solutions; Extron, Crestron, and Kramer for control and automation solutions; Samsung, LG, Panasonic, Christie, Spectron, Epson, and Benq for display solutions; Belden, Excel, Jacobs, Clipsal, Tecom for cabling solutions; and Shure, Bosch, Sennheiser, and Audio Technica for microphones and PA solutions.

What is your channel community like? Do you do all the integration yourself or do you work with local partners?
We work collaboratively with authorised channel partners to carry out specialised installation services under Sharaf DG supervision.

Are there any unique solutions or services you offer on the market, which your competitors don’t?
We are specialised in large-scale LED solutions, theater solutions, automation, and smart home solutions, which are some of the solutions with limited competitors on the market.

What sort of B2B services do you offer? Please share the details.
We offer the entire gamut of AV solutions to large corporates across UAE with a focus on hospitality TVs, LED screens, speakers, amplifiers, and smart boards.

What were your learnings from 2020?
Situation and circumstances should be evaluated and utilised to the benefit of society as a business is a growing concern. During the lockdown, we started offering business continuity solutions to our customers. Post-lockdown, parents returned to work with kids still engaged in online classes. Backed by partnerships that we have with leading brands, we were able to offer solutions for customers’ homes such as smart home automation, solar panels, and home security with a remote viewing facility to monitor the kids.

What plans do you have for 2021? New services, new brand signups, new markets to explore, and so on?
We will focus on the LED market for malls and commercial towers, and structured cabling solutions which is almost a requirement for all of the buildings these days. We will also focus on new partnerships with brands for commercial audio, video, and display solutions with some of the leading market names which are specified in high-profile projects. We would also like to explore market opportunities in retail outlets within malls.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of Arabian Reseller magazine, the authoritative guide to the regional IT industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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