Yale in Pakistan

27 Apr 2016

Rapid urbanization and rising standards of living are driving a demand for better security across Asia. With a population of over 190 million, the sixth-largest in the world, Pakistan has enormous demand on door opening products in both commercial and residential markets. ASSA ABLOY has its sights set on unlocking some of that massive potential.

Manu Ahuja, market region manager South Asia, says: "Pakistan is strategically a very important market for us. With a large population and growing security needs, we expect demand for our products to grow steadily in the coming years."

Since opening an office in Pakistan in 2014, ASSA ABLOY has introduced Yale in central and north Pakistan. Manu adds, "Despite an ever-increasing demand for door opening solutions, the Pakistani market has until now lacked a serious and reputable supplier. ASSA ABLOY is the first multinational to address the needs of this market by connecting directly with distributors and customers. We have made significant inroads in northern Pakistan and we are now positioning ourselves to enter Karachi in the south, the country’s financial centre."

Like many developing markets, the security market in Pakistan is highly fragmented; white-label products sourced from China and sold as own shop brand are widely spread, as are counterfeit goods.

Usman Ishaq, general manager of ASSA ABLOY Pakistan, sees a gap in the market for a company with a clear market strategy and innovative solutions. "Yale is one of the most respected names in the lock industry, protecting millions of homes worldwide with products that offer great value for money."

Yale last year set up a distribution channel for 40 retailers, providing marketing and branding for everything from product displays to shop-in-shops. Three Yale Digital Houses, featuring the latest Yale products, will also be launched later this year along with more targeted marketing initiatives. It recently displayed its products at the IAPEX 2016 Building Materials Exhibition and Architects Forum organized by the Institute of Architects Pakistan, for example. “All these efforts are focused toward making Yale the top security brand for residential market in Pakistan,” Usman says.