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MARKETNikai offers an enviable line up of over 400 electronic and home appliances across all categories. Almost everything that a household requires, from the kitchen to every corner of the home is available at Nikai. Today Nikai has over 50 million satisfied customers worldwide. With direct operations in Dubai, Saudi, and Oman the brand is deeply entrenched in the Middle East and is expanding across Africa and Asian markets.

Modern trade is constantly redefining the market and changing the game especially in the UAE where over 60% of the movement is through modern trade, i.e hypermarkets, malls, power retailers and specialty stores where Nikai sits shoulder to shoulder on the shelf with

international brands like Samsung and Sony. With Modern Trade the consumer is assured of quality. This adds credibility to the brand.Customers find shopping under-one-roof convenient and this has led to Nikai witnessing a constantly increasing demand. The other huge advantage is “brand visibility” among local audiences as well as tourists. This, in turn, has led to growth in related channels like export.Another benefit is a very structured delivery schedule for consumers. Plus related services like installation and after sales service. Unlike many other brands, Nikai is among the few that has a local service centre.

Long term it is Nikai’s vision is to triple turnover and increase market share across all categories. ACHIEVEMENTSGrowth and expansion has seen a manifold increase in the reputation of the Nikai Group attracting many international brands to the roster. Today Nikai Group is associated with names like Hyundai, Hindustan Unilever, Bajaj Corporate etc.

Besides various accolades in the past, last year Nikai was the proud recipient of Quality Awards

in both AD and Dubai and Power Brands quoted Nikai in their Hall of Fame.

Nikai is an ISO 9001 Certified company from TUV Nord.

Nikai was built on the promise of “Reliability”. From product to performance to price and after sales service, at Nikai “Reliability” is the foundation on which the brand stands tall. Achieving an ISO 9001 Certification was not merely a stamp of credibility on that promise, but proof that the systems and operations that were already in place were meeting the highest standards. Thus Nikai products which are cost and energy efficient in every way makes the product even more attractive to customers.

Translating and adapting to new technologies around the world and bringing them into new

products across different categories is the new focus at Nikai (within the cost effective segment). The challenge is always to bring the latest at an affordable price. For example when Nikai brought the Curved LED TV at an attractive price, there was a huge stir in the market.

HISTORYNikai was set up two decades ago by Mr Paras Shahdadpuri, a leading Businessman and winner of the prestigious Bharat Shiromani Award; owner of a Superbrand; and above all a philanthropist who takes deep pride in serving the community. After holding a position at India’s Ministry of Foreign Affairs, Mr Shahdadpuri took the plunge and set up Nikai in 1995; today, two decades later, his brand stands shoulder to shoulder with leading international brands. With an offering of over 400 products under the Nikai umbrella and 25 million satisfied customers from all corners of the world, the Chairman of the Group attributes his success to one single promise: reliability.

This attribute is essentially his core value and personal credo as well, which resonates across

all areas of his work and personal life. He has created a brand that stands tall on a foundation of trust. Customers have faith that a Nikai product is strong and reliable. It was through word of mouth and repeated cross category purchase that the brand has grown in an organic format.

Internally the sales mantra is simple: “one satisfied customer leads to another”. Under Mr Shahdadpuri ‘s leadership the Group that first saw fame with Electronics, has now diversified to various companies landscaping varied business ventures from Trading to Corporate Recruitment. As a patriot he has served as President of IBPL and when it comes to charity he has always led by example, by supporting groups like Dubai Cares (a prestigious project of the Dubai Government), Al Noor Training Centre for Children with Special Needs, Rashid Centre for the Disabled and innumerable charities back home as well.

Headquartered out of Dubai, Nikai was up against big international players right from inception. From Sony to Sanyo, the market had it all. Nikai occupied an interesting niche of creating a world-class product backed by a local service centre, at an affordable price. This strategy had led to the sale of over 50 million Nikai products all across the globe. Back then, the uphill task was to build brand awareness and garner global acceptance.

What started out as a small kitchen appliances brand has today after twenty years, grown to be a

provider of over 400 products across all categories. Nikai is proud to introduce the latest products with innovative

features on a regular basis in products old and new. Recently Nikai launched the “Super cool-

super fast function” that made waves across the market last summer.

PRODUCTEnvisioned to meet all the appliance and electronic needs of every home-maker, Nikai is a one-stop-brand that is geared to meet the needs of all members of the family.

Chic and contemporary, Nikai packaging constantly addresses the taste of the evolving customer. Nikai uses their packaging opportunity as real estate on the shelf to enhance visibility. Nikai, recognises that packaging is like a key salesman and thus product features, USP, and functions are clearly highlighted and explained on the pack.

RECENT DEVELOPMENTSCurrently Nikai are developing a new line of premium range of home appliances that enhance the home. Elegant, luxurious with top end functionality is the usp. The new signature Series from Nikai is the next level from the group.

PROMOTIONNikai follows a comprehensive year long prescheduled calendar of promotional events in sync with shopping opportunities like festivals and occasions. These promotional activities

l Almost everything that a household requires, from the kitchen to every corner of the home is available at Nikai. l What started out as a small kitchen appliances brand has today after twenty years, grown to be a provider of over 400 products across all categories. l Reliabilty and integrity at every level, the tag line of the company is: Nikai – Mr Reliable.l Nikai is an ISO 9001 Certified company from TUV Nord.

THINGS YOU DIDN’T KNOW ABOUTNIKAI

are conducted sequentially across modern trade channels and residential locations to keep the brand top-of-mind for customers. So be it Eid or Shopping Festival, Nikai has an activity planned, from flash promotions at leading hypermarkets to special Anniversary deals across the board.

Interesting sports related promotions are created year on year to push sales within the Electronics Category. Favourites among these are Cricket and Football as there is a very large target audience that has an emotional connection with these sports in the region.

Targeted SMS marketing has proved to be very successful time and again within the internal database of clients who know the brand. On a regular basis Nikai conducts road shows for sampling and live demos in residential areas.

www.nikai.com

BRAND VALUES Nikai’s success is embedded in a one-word mantra that is all encompassing: reliability. From the products and services the organisation offers, to the unquestioned guarantee and service policy… Nikai stands by this promise.

Reliabilty and integrity at every level. In fact, the tag line of the company is: Nikai - Mr Reliable.

Offering the customer a top end product at an affordable price. Honesty and integrity are built in at every level. The objective is to not just satisfy the consumer, but to delight! Brand loyalty translates from one happy customer coming back repeatedly and buying another Nikai product from another category. Nikai believes that there is no better salesman than a well performing product that the consumer has taken home. One good experience leads to another and that is how Nikai has seen an unprecedented figure of 50 million satisfied consumers.

The taste of the pudding is in the eating. Nikai’s growth has been largely organic: from one satisfied customer to the next. And this could have only been a reality based on a fine product. So right from the design stage to sourcing of raw materials, there are international standards that are in place. A comprehensive Checks and Balance system is what keeps the quality in order.