One of a kind

KHiND Holdings Berhad group CEO Cheng Ping Keat talks about the Malaysian company’s long affiliation with Dubai, and the introduction of its latest energy-saving lighting range.

Keat explains that the Middle East FZE is the local representative of KHiND Holdings Berhad, established in Malaysia in 1961. It has had a presence here for the past 22 years. “Dubai was our first so-called export market. In 1988 we supplied a customer in Deira with electrical accessories in the form of cable clips. Since then we have grown in leaps and bounds, and today the Middle East is our biggest export market.”

The company’s six-person office in the Jebel Ali Free Zone, lead by GM Adil Jimmy Mistry and assistant manager Nikhil Bagga, is responsible for the entire MENA region. “We one of the most established brands in terms of electrical accessories. Our name is well-entrenched,” says Keat.

“We are different as we are known to be a world-class company with headquarters in Malaysia, and Malaysia has a reputation for offering quality products. Also, the length of time we have been in the region means we have forged good relationships with many importers, who trust us on an implicit level. We first started selling here just through importers, and then over the years we expanded into Saudi Arabia and Kuwait, until today where we effectively cover the entire region.

“The Middle East contributes about 50% of our total exports,” reveals Keat, adding that this is expected to amount to about AED28 million for 2009 alone. “This shows there is good acceptance of our products locally. For the last few years we have been growing consistently, so these results are not just a once-off phenomenon.”

NEW RANGE

The company has just launched a new range of energy-saving lamps aimed at the construction, hotel and retail sectors. “This is a very competitive market, with about 15 different brands, but we still foresee a lot of opportunity. There has been a huge surge in the demand for such products, due in part to increasing consumer awareness of energy efficiency as a result of rising electricity prices.

“Our new energy-saving lamps have also been launched bearing in mind global environmental issues,” says Keat. They are claimed to save 80% of the total energy consumed by ordinary lighting, as well as having a lifespan up to eight times longer – which translates into reduced maintenance costs.

“We have such confidence in the new product that we are offering a 14 month warranty to dealers,” says Keat. Some initial stock is being retained at the Middle East office to allow importers to place minimum-order quantities for demonstration purposes. The range is available from 5V right up to 65V, from the Saturn spiral series to the Mars 3U/2U series.

LED LAMPS

KHiND has also launched two new series of ESL LED lamps. The LED rechargeable light tube has a long lighting duration of about 11 hours. It is lightweight for effortless installation, and has a long lamp life of over 50 000 hours. The AC/DC LED rechargeable lightbulb has a long lighting duration of up to five hours. KHiND also manufactures and distributes a range of home appliances, kitchen appliances, lighting appliances and fan series.

The new products are manufactured in China to international standards. “These days the country of manufacture is a less important factor than the level of support and back-up offered,” comments Keat.Presold orders have been secured, which is a good indication of its ready acceptance. “The opportunities here lie not only in new projects, but also in the refurbishment and replacement market,” says Keat.

His advice to companies in the current downturn is to acknowledge two main factors affecting performance: one is external factors such as changing consumer preferences. The other is factors beyond our control. “Financial crises emerge every eight to ten years. We cannot stop or slow these.

“However, what is important in remaining competitive in such adverse conditions is to maintain a good cash flow, to have motivated staff, and to have high-quality products,” concludes Keat.