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Forbes Lux expands into Middle East with purifiers

Last Updated: Friday, November 9, 2012 - 12:38

Dubai: Forbes Lux, the joint venture of Eureka Forbes and Lux International, has marked its expansion into the Middle East with a distribution tie-up with Better Life, a division of Easa Saleh Al Gurg Group.

Forbes Lux is bringing its range of products to the UAE and Oman, through its distribution partnership with Better Life, the company announced on Thursday.

Headquartered in Switzerland, Forbes Lux offers water purifiers, vacuum cleaners, air purifiers and steam cleaners.? Eureka Forbes is a multi-product organisation that is part of India's Shapoorji Pallonji Group.

Aslam Karmali, Chief Executive Officer of Forbes Retail Division, said the Middle East is one of the fastest growing markets globally and the company's expansion to the region is a perfect fit to its international growth plans.

"We are bringing the brand leadership of Eureka Forbes, a household name in India, the direct selling capabilities of Lux International, and the market leadership of Better Life to offer customers in the region a refreshing and healthy lifestyle experience," he said.

According to Karmali, its range of water purifiers and home cleaning products are tailored to meet the specific requirements of the region, taking into consideration ambient features and the quality of water that is available here.

"Through these products we are further promoting a healthier lifestyle and happier homes. We are delighted to partner with Better Life, which has a strong footprint in the region in showcasing quality, health conscious and value-added products," he said.


First Published: Friday, November 9, 2012 - 12:38
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