MUSCAT — SHARP Middle East FZE and Al Hashar Group have signed a distributor agreement to expand and strengthen SHARP’s business presence in the Sultanate of Oman. The partnership marks an important step in SHARP’s growth strategy for the Oman market, combining SHARP’s global expertise in consumer electronics with Al Hashar Group’s strong local market presence, distribution capabilities, and established business network.
Headquartered in Dubai, UAE, SHARP Middle East FZE serves as the regional hub for SHARP’s business across the Middle East, Africa, Central Asia & Caucasus. With operations and business activities spanning 76 countries, the organisation supports the growth of the SHARP brand across diverse markets through a portfolio of innovative consumer electronics and home appliances designed around evolving customer needs.
The new partnership with Al Hashar Group will further enhance SHARP’s reach across Oman, enabling customers and business partners to access SHARP’s latest range of products backed by the brand’s global technology heritage and commitment to innovation. The partnership also reflects SHARP’s renewed global brand direction, “In step with your future.” The new slogan represents SHARP’s commitment to staying close to consumers as their lifestyles, expectations, and technologies evolve. It reflects the brand’s vision of creating meaningful innovations that bring greater clarity, convenience, confidence, and enjoyment to everyday life. Through this partnership, SHARP Middle East and Al Hashar Group aim to build a strong and sustainable presence in Oman, bringing innovative solutions closer to consumers while creating new opportunities for growth across the market.
The ceremony was held under the presence of Al Hashar Group & SHARP Middle East FZE management including: Sultan al Kharusi – Group Managing Director, Al Hashar Group, Rajeev Sharma – Group Chief Strategy Officer, Al Hashar Group, Sota Saito – Managing Director, SHARP Middle East FZE, Rohit Khot – Group General Manager, SHARP Middle East FZE, Aneel Devgn – Head of Marketing, SHARP Middle East FZE & Nandisha Rao – Country Sales Manager, SHARP Middle East FZE.
Sultan al Kharusi, Group Managing Director – Al Hashar Group said that the signing of this agreement marks an important milestone in the company’s journey with SHARP. “As a group with a long-standing presence in Oman, we understand the evolving expectations of consumers and the importance of bringing trusted international brands closer to them. Together with SHARP, we look forward to creating a stronger market presence and delivering innovative solutions that enhance everyday life,” he said.
“Strategic partnerships are an important part of Al Hashar Group’s approach to creating sustainable business growth. Our collaboration with SHARP brings together complementary strengths, with SHARP’s global technology heritage and innovation capabilities supported by our local market expertise and established network. We look forward to building on this foundation and creating long-term value for all stakeholders,” said Rajeev Sharma, Group Chief Strategy Manager – Al Hashar Group.
Sota Saito, Managing Manager – SHARP Middle East FZE said, “It gives me great pleasure to announce our partnership with Al Hashar Group through the signing of this distributor agreement for the Oman market. Oman represents an important and promising market for SHARP Middle East, and we are confident that this partnership will further strengthen our presence across the Sultanate of Oman. This partnership is also an important step in bringing our brand philosophy, ‘In step with your future,’ closer to consumers in Oman as we continue to deliver meaningful innovations designed for modern living & complete home solutions.”
Speaking to the media, Rohit Khot, Group General Manager – SHARP Middle East FZE Group added that partnering with Al Hashar Group will enable the firm to leverage their strong local presence and market capabilities to expand SHARP’s reach and strengthen its engagement with customers across the Sultanate of Oman. “We see significant opportunities for growth in Oman, and we are confident that this partnership will create a strong foundation for long-term success. By combining SHARP’s technology, innovation, and product expertise with Al Hashar Group’s strength in market, we aim to deliver greater choice, value, and exceptional experiences to consumers across Oman,” Khot said.
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