“United Brothers for Engineering Industries”, the parent company of “Siltal”, has announced an innovative sales and marketing strategy for 2026, intending to significantly increase sales volume and expand into new foreign markets for exports. Dr. Hatem Raslan, Chairman and Managing Director of United Brothers Engineering Industries, stated that the upcoming year will mark a new phase in the company’s evolution, coinciding with the launch of the company’s new factory in Senegal, branded as “Siltal Africa.”
He emphasized that this move signifies a strategic transition that will enhance Egypt’s industrial presence in Africa, particularly in the West African region, which currently lacks trade agreements.
He mentioned that the inauguration of the initial phase of the factory in Senegal was graced by the Egyptian Foreign Minister and the Senegalese Minister of Trade and Industry. This event aligns with the company’s strategy to grow within African markets, particularly since United Brothers serves as the primary supplier to several nations, including Sudan, Libya, Mauritania, Gambia, and Senegal. Additionally, the company has achieved success in exporting its products to Yemen, Morocco, Dubai, Sutton Island, Zimbabwe, the Cape Verde Islands, and Guinea-Bissau.
He also mentioned that by the end of last September, the company had managed to export over 17,000 devices, which accounts for approximately 20% of its total output. He further clarified that the factory’s annual production volume reached 120,000 units, and the company intends to increase the export percentage in 2026 to between 30 and 35% of its total production.
He stated: “We have achieved a prominent role in exporting to Sudan, Libya, Mauritania, Gambia, and Senegal, and we concentrate on a particular segment of the Egyptian market that offers high-quality economic solutions tailored for consumers seeking value for their money, particularly in appliances for second homes that do not necessitate continuous operation of electrical products and appliances.”
Dr. Hatem Raslan noted that the company’s experience dates back to 1985 with its brand “Siltall,” which initially began in 10th of Ramadan City before relocating to October. Currently, it features production lines focused on making refrigerators and deep freezers solely for De Frost, offering a total of 12 different refrigerator models, 5 types of horizontal deep freezers, and 2 vertical models.
He announced that the company has started manufacturing desert air conditioners in three sizes: 60, 80, and 100 liters, marketed under the “Siltal” brand. Additionally, the company is actively engaged in new initiatives as part of a broad expansion strategy.
He emphasized that United Brothers has depended on fully in-house manufacturing of production lines over the past year, which allows for total oversight of product quality, facilitates rapid and effective development of technical innovations, and enables ongoing enhancements of its products to meet customer needs.
He highlighted that the company has received three ISO certifications in quality, manufacturing, and safety. Additionally, the company has implemented extensive enhancements to its refrigerator and deep freezer products, ensuring they function efficiently even during power fluctuations, making them suitable for export to several countries.
“United Brothers For Engineering Industries” is set to execute its new marketing & sales strategy by partnering with “Big Bite Marketing and Communication Company” to create and carry out the marketing and sales approach for 2026. This collaboration aims to expand the company’s product reach into new markets both within Egypt and abroad, driving a significant improvement in the performance of the local and regional markets.
