Mr. Rehan Ahmed Siddiqui, Director Sales, Al Noor Power
AL Noor Power has become a rising name in Pakistan’s power generation industry, building a reputation for reliability, innovation, and client satisfaction. Established 23 years ago by Mr. Muhammad Shafiq, the company is now directed by his sons, Muhammad Wajahat and Muhammad Babar continues to expand rapidly.
Engineering Post had a detailed discussion with Mr. Rehan Ahmed Siddiqui, Director Sales at AL Noor Power, to explore the company’s journey, operations, and future direction.
AL Noor Power started with modest operations focused on generator assembly and canopy manufacturing. Today, it offers a complete range of services including repair, installation, sales, and after-sales support. With its head office in Karachi, a regional office in Lahore, and a full manufacturing and showroom facility, the company is well-positioned to serve clients nationwide.
We asked Mr. Rehan about the challenges brought upon to the generator market by rising solar energy consumption to which he said, “While solar energy has affected the residential generator market, a gradual return to diesel generators due to solar limitations can be observed. Industrial sales remain unaffected and even on the rise, with growing demand for Complete Knockdown Units (CKD) assembled locally. The market is diversifying, and AL Noor is capitalizing on that momentum.”
On asking about the company’s manufacturing methods and degree of localization, Mr Rehan stated that Al Noor Power imports critical parts like engines and alternators, while assembly and canopy manufacturing are done locally. The company works with top-tier brands such as Perkins, Cummins, Isuzu, and Chinese brands like Yang Dong. For smaller units, YD and Isuzu dominate sales, while Cummins leads in higher capacity segments due to its cost-effectiveness and durability.
Responding to a question related to the qualitative traits of product that are being focused, Mr. Rehan said “Fuel efficiency, maintenance ease, and spare part availability are top priorities. Generators ranging from 10kVA to 500kVA are always in stock, with ongoing efforts to maintain availability of 1000kVA units. Al Noor’s clientele includes banks, industries, restaurants, and wedding venues, demonstrating its wide market reach.”
Despite challenges like price fluctuations in imports, Al Noor Power maintains stable pricing to build long-term client trust. Mr. Rehan stated that the local market must focus more on quality control, something AL Noor Power consistently delivers. Its marketing strategy is built on two pillars: quality and economy.
On asking about their after sales services and client satisfaction, Mr. Rehan highlighted that the customer satisfaction drives AL Noor’s service model. Dedicated after-sales teams are active in Karachi, Lahore, Hyderabad, Sukkur, Sialkot, Multan, Faisalabad, Islamabad and Peshawar. The company prioritizes regular follow-up, annual maintenance contracts, and direct access to service managers to ensure every client receives timely and effective support.
Mr. Wajahat also talked to Engineering Post and commented that Al Noor Power aims to expand nationwide, including smaller cities in the near future. Although complete local manufacturing is not yet viable due to limited volume and infrastructure, he is optimistic about a “Made in Pakistan” future in power solutions.
We asked Mr. Wajahat for an advice to the upcoming young generation of engineers and electrical field experts to which he said, “Get out in the field and learn by doing. Practical experience is essential for long-term success in the energy sector.”
Al Noor Power’s future is anchored in loyalty, service, and quality. “The customer is always right,” Mr. Wajahat says. “That belief is why they keep coming back.”
