A minute of your time: Suresh Srinivasan

Dewalt marketing manager Suresh Srinivasan explains how your choice of power tool can improve productivity on site.


Dewalt marketing manager Suresh Srinivasan explains how your choice of power tool can improve productivity on site.

MEP: Who are you?

Suresh Srinivasan, marketing manager for Dewalt, Middle East & Africa.

MEP: What products and services does Dewalt provide?

Dewalt is a global manufacturer and marketer of high performance professional power tools and accessories.

To service the Middle East and Africa markets we have established a state-of-the-art distribution centre along with a fully equipped training centre in Jebel Ali, Dubai. We also service project sites through a team of trained product and application specialists located throughout the region.

MEP: In which countries does Dewalt supply products?

Dewalt products are available globally through a vast network of distributors. Within the local region we handle the entire market from Jordan to Pakistan, through Asia and down to South Africa. The firm's website lists where to buy Dewalt products in the Middle East and Africa region.

Contractors today demand not only productive tools, but speed and convenience in the way that they are serviced so they are able to complete their projects on time.

We have 15 manufacturing plants worldwide and these are all imported to the Middle East region. Each plant makes specific products, so there is no replication of equipment or effort.

MEP: How long has the firm been active in the Middle East?

Dewalt has been present in and supporting the growth in the Middle East and Africa region over the last two decades. The regional headquarters is located in Dubai, UAE.

MEP: What do you see as the particular challenges of operating in the region?

The Middle East is one of the fastest growing regions in the world and residential and commercial construction along with oil and gas projects are driving demand for power tools.

Contractors today demand not only highly productive tools, but speed and convenience in the way that they are serviced so they are able complete their projects on time. To address these challenges Dewalt has established an efficient distribution centre that runs on SAP enterprise resource planning software to forecast and plan logistics that can support the distribution network.

Our commitment to this region is very high and with the 1208m2 facility in Jebel Ali our investment in this area is quite significant. We have a one of the largest after sales service networks in the Gulf; response times are very important, especially with the number of jobs underway here and the speed of construction and we are able to meet these needs through our service agents.

The field product specialists ensure that the right tool and accessory is offered for the right application through on site demonstrations and field tests. An on site tool pickup service is offered to key customers on various project sites.

MEP: Are any products specially made for the Middle East market?

The products offered in the Middle East and Africa are the same as those that are available in Europe. There are some subtle differences, such as voltages (110/220V), switches and plugs will vary depending on the local market compliance.

Dewalt's products are designed to serve a global market and we have five state-of-the-art design centres worldwide to provide innovation and productive job site solutions.

Dewalt specialises in power tools for the construction industry. Its products include a comprehensive range of hammers, from 2kg compact hammers to 30kg pavement breaker. It also offers a range of cross-line lasers, which are particularly popular with MEP contractors for ensuring lines are maintained above ceilings and the height of sockets, for example, are regulated in a single room.

The 24V and 36V lithium ion cordless sds hammers DC224KB and DC234KL won the industrial product design category of the industrial forum IF Award 2007.

MEP: Is the company planning any expansions and new product launches in the future?

Dewalt has been among the fastest growing power tool brands over the last few years and we plan to continue to grow and take market share in all the markets in which we operate through new product introductions, value-added promotions and quality service.

In the first half of this year alone we have launched over 30 new products and accessories, including a diamond core drilling range.

Dewalt spends over US $100 million (AED365 million) annually on research and development.

MEP: Is any training needed to use Dewalt products?

Dewalt sees training as the key to enhancing the life of the power tool and delivering a better return of investment. Training is also crucial to safety and our field product specialists impart on site product and safety training.

In addition, we have set-up a state-of-the-art training centre at Jebel Ali that is complete with simulations of job sites to provide an holistic training approach to power tool use.

The centre is run by a dedicated training manager and is open to Dewalt specialists, distributors and end customers.

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