Electrolux and PEL Announce Partnership for Home Appliance Expansion in Pakistan

Karachi: Pak Elektron Limited (PEL) has announced a partnership with Electrolux AB, a global home appliance manufacturer, to expand its market presence and product offerings in Pakistan.

In a notice to the Pakistan Stock Exchange (PSX), PEL highlighted that the collaboration aims to leverage the strengths of both companies to expand product offerings and enhance market reach. The joint partnership aims to provide Pakistani consumers with a more comprehensive selection of products and technological innovation.

Murad Saigol, representing PEL, emphasized the significance of the partnership, stating, “This collaboration will redefine the home appliance market in Pakistan by offering premium and innovative products to consumers.”

Siraj Colombo from Electrolux AB echoed this sentiment, noting, “Partnering with PEL, a trusted name in Pakistan, aligns with our mission to bring cutting-edge and sustainable solutions to consumers worldwide.”

PEL commenced operations on March 3, 1956, with the objective of becoming the primary Pakistani manufacturer of domestic appliances and electrical capital products. The company’s two divisions, Power and Appliances, collaborate to satisfy distinct market demands.

Electrolux AB, headquartered in Stockholm, Sweden, is a multinational home appliance giant and the world’s second-largest appliance manufacturer by units sold, following Whirlpool. Its primary office is located in Stockholm, Sweden. To drive innovative changes in the global home appliance manufacturing industry, Electrolux generates over $11 billion in annual sales and operates in more than 120 countries.

The partnership between PEL and Electrolux is set to introduce cutting-edge technology and premium-quality products to the Pakistani market, catering to the growing demand for modern, efficient, and sustainable home appliances.