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Super General Company

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Wide range of consumer electronics and home appliances

Super General Company, a member of Al Batha, a leading conglomerate in the U.A.E, was established in 1987. The objective of the company was to develop and market a brand of consumer electronics and home appliances under the name “Super General”.
An extensive and comprehensive study of the market led to the development of a full range of home entertainment and white goods under the proprietary brand name of SUPER GENERAL – a range that includes Refrigerators, Freezers, Washing Machines, Air-Conditioners, Cooking Ranges, TVs and DVDs – to name a few – all strategically placed under the mid price segment.

Following its distribution and marketing success, Super General became a fast selling brand in over 50 countries around the world. The high quality of its products and the competitive pricing made Super General products much sought after in several markets around the globe. The success of the brand was largely due to the company’s unwavering commitment to quality and service-oriented approach to business. By developing strategic partnerships with its well-established network of dealers and distributors, Super General has today emerged as one of the leading brand names in its category.

Today, Super General products are sold in leading electronic stores in the United Arab Emirates and exported to overseas markets such as the, AGCC countries, CIS countries, the Indian subcontinent, Iran, Iraq, Afghanistan and Africa.

In keeping with its policy of offering the discerning customer superior quality at a reasonable price, Super General has been regularly expanding its product range and constantly keeping abreast with the latest cutting-edge
technology in the field of consumer electronics and home appliances.

Super General is a major player in the Air Conditioning field, with a range extending from Window units to Multiple Split type. The range encompasses Tropical and Non-Tropical units in various capacities extending from 9000 Btu to 36000 Btu.

The company has a highly successful range of Refrigerators from 50 Litres to 860 Litres with Multiflow, Frost Free and Direct Cool types to suit all household requirements

Super General offers Washers and Dryers in Twin Tub, Front and Top Loading designs and with capacities from 2 Kgs to over 10 Kgs.

The cooking ranges cover the Table Top types to the sophisticated Free Standing types. They are available in various sizes and features like, Auto Ignition, Closed Door Grilling, Oven, Dish Warmers, Total Safety, Rotisseries, Hot plates and Gas Burner combinations etc.
SG-AboutUSThe Freezers of Super General cover sizes from 100 litres to 650 litres in Chest type. The units are robust to withstand High ambient – tropical conditions.

It also has Display cabinets (Chillers) in different sizes for both domestic and commercial use.

Super General Colour Televisions are known for their high quality picture resolutions and are available in Conventional, Pure Flat and Super Flat models from 14″ to 34″ screen sizes. The units are Multi System and designed to meet World wide Visual and Audio broadcasting systems.

Super General has mastered the Digital Technology, and today, it offers various Digital Display devices like Plasmas and LCD Televisions up to 50″ screen sizes. The Digital Storage devices covers various Home Theatre Systems, DVD Players etc.

Super General Electronics division offers various Micro & Mini Component Systems with various combinations of Cassette, DVD, VCD etc.

In the field of Small Appliances, Super General offers Microwave Ovens, Vacuum Cleaners, Blenders, Juicers, Hot Plates, Coffee Makers, Food Processors, Toasters, Kettles, Room Heaters, Irons etc.

With such a comprehensive product range backed by high quality, competitive pricing and a reliable and efficient After-Sales Service network, Super General products have established an enviable reputation in the local, regional and international markets.

Super General’s impressive repertoire includes the ISO 9001 – 2000 accreditation from the Lloyd’s Register Quality Assurance (LRQA) of London, U.K for its Quality Management System.

In order to further consolidate its client base, Super General is seeking to appoint exclusive agents and distributors in new and emerging markets.


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