Quality and transparency are the key drivers for Lutfi Electronics that raised its presence in the consumer electronics and home appliances market, and garnered strong brand loyalty since inception in 1971, according to Mohammed Rashid Shafiullah, Executive Director of Lutfi Group. 

With headquarters in Dubai, the Group has a number of successful subsidies among which Lutfi Electronics is one of the largest single retail chains in the UAE specialising in consumer electronics, such as kitchen and home appliances, air-conditioners, built-in white goods and a range of audio-visual products, including panel TVs.

"We have various departments under Lutfi Electronics, and around 10 showrooms across the UAE, including Abu Dhabi, Ajman and Sharjah, and localities such as Deira market. Unlike others, we feature multi-brand products in our showrooms, which means we conduct business with suppliers in the market that could be our competitors in some way or the other, such as LG, Samsung, etc., to bring the very best to our customers," he said.  

Lutfi Electronics also promotes its own exclusive brand, NOBEL, a renowned household name for the past 40 years. "NOBEL is a home appliances brand that existed long before competitors made their way to the UAE, and are the pioneers in a number of breakthrough technology," Shafiullah added. 

Under the brand, goods are classified into major domestic appliances (MDA), consumer electronics appliances (CEA) and small domestic appliances (SDA), which boast a rich portfolio of products. 

MDA features air conditioners, washing machines, refrigerators, freezers, chillers, upright freezers, etc., while CEA category offers LED TVs in various sizes from 20" to 75". The SDA category covers juicers, blenders, mixers, irons, rechargeable fans, 10-in-1 kitchen appliances, 4-in-1 appliances, bathroom scales, kitchen scales, and gas tables among others.  

Shafiullah shared that NOBEL fares well in the LED TV category with high-end models like its 75" Ultra High Definition Curved Screen Smart TV, which was launched in the regional market 30 days before competitors. Other best-sellers are the ice-making machines, 1,000-litre chillers and water dispensers.

"We have among the most beautiful specifications, and the clarity and final product is perfect compared to our competitors with great value for money. I say this because we strive to fine tune our products to ensure customer satisfaction. That is our commitment to society as well," he said. 

Lutfi Group goes the extra mile with specialised departments to ensure each product is well received and rightly positioned in the market. In case of dent or damaged, the company is open about it and compromises in the form of discounted prices, complementary offers or customised after-sales service. Shafiullah considers this as one of the company's strengths as it is a straightforward and transparent organisation. 

"Furthermore, we do not compromise on quality, and source material from the best factories. We have a dedicated team, the PMT department, that travel across Europe, China, India, Turkey, to name a few, to source the best products for the market and consumers," he said, adding that the company has over 100 staff across its warehouses that are involved in distribution and product placement alongside home delivery and installation.  

Lutfi Electronics pays attention to its environmental impact and keeps in line with Emirates Authority for Standardisation and Metrology (ESMA) regulations. The company integrates eco-friendly features into its range of NOBEL products, for instance, the use of R-410A and R-134A gas for compressors, refrigerators and freezers that reduces power consumption and curbs greenhouse gas emissions. 

Lutfi Electronics maintains strong relations with all major corporate clients besides 300 market dealers and power retailers such as Carrefour, LuLu Group, Sharaf DG, Hyper Panda, Union Cooperative, Abu Dhabi Cooperative, Al Dhafra Group, Al Safeer Group of Companies, etc., alongside a professional sales team and experienced staff from the industry. 

Looking ahead, Lutfi Electronics is distributing the NOBEL brand as a premium brand into big markets such as Oman, Iran, CIS, Africa, MENA region and other countries. 

Lutfi Electronics also represents Bompani Modena, an Italian brand, in the UAE and Oman, along with CHIGO air conditioners in the UAE.