Mr. Umer Aftab, Director, Delite Refrigeration Group talks to Engineering Post
Delite Refrigeration is navigating the burgeoning commercial corridor within Pakistan’s HVACR (Heating, Ventilation, Air Conditioning, and Refrigeration) industry very strategically. During a recent exclusive conversation with Engineering Post Director Umer Aftab recognized a pivotal market reality: air conditioning in Pakistan has historically been perceived as a luxury, not a necessity. However, this very perception underscores the immense, largely untapped potential simmering beneath the surface. As Umer Aftab astutely points out, “The trajectory is clear as Pakistan’s economy strengthens and develops, the demand for sophisticated climate control solutions, particularly in the commercial and industrial sectors, is poised for a significant boom” he said. Delite Refrigeration is positioning itself at the forefront of this anticipated surge.
Umer Aftab acknowledged the current market landscape presents a complex challenge: a wide spectrum of product quality. Alongside reputable international and local brands exists a proliferation of substandard offerings. For commercial projects, choosing inferior equipment is a costly gamble. “You cannot afford to have a substandard product in a commercial project,” Umer Aftab emphasizes, highlighting the severe consequences: exorbitant maintenance costs and crippling downtime that disrupts business operations. It is against this backdrop of variable quality that Delite is making a decisive strategic shift.
The company is actively expanding its portfolio with an uncompromising commitment to premium quality. Every new product undergoes rigorous vetting to ensure it meets the highest standards, specifically tailored to withstand Pakistan’s demanding climate and adhere strictly to consultant specifications. “Our goal is to only add premium products to our portfolio,” states Umer Aftab, defining Delite’s core philosophy. This commitment is evident in recent key additions. Recognizing the critical role of insulation, Delite now offers Superlon & AFICO, providing customers with top-tier solutions for energy efficiency and system performance. Furthermore, they have brought NIBCO, a renowned American manufacturer of specialized fittings & valves, into their portfolio. NIBCO’s exceptional offering, backed by an unprecedented 50-year warranty, exemplifies the caliber of products Delite is introducing to the Pakistani market, setting a new benchmark for reliability and longevity that resonates strongly with consultants and discerning commercial clients.
The expansion doesn’t stop there. Delite is also incorporating NICBO’s Webstar line of pipes, valves, gate valves, and ball valves, further solidifying its offering in critical system components. This comprehensive approach signifies a broader strategic ambition: “Delite Refrigeration is actively transitioning towards becoming a complete solution provider for the HVACR sector. They are moving beyond merely supplying individual components to offering integrated systems and comprehensive support, catering to the entire project lifecycle needs of their commercial clientele,” he explained
The results of this focused strategy are already tangible. Delite Refrigeration is experiencing a rapid increase in market share, a clear validation of their premium positioning and solution-oriented approach. Complementing this growth, the company is investing in its operational backbone. “Enhancements to our digital presence through website improvements are underway, ensuring better customer engagement and information access,”. Simultaneously, Delite is expanding its team with trained professionals, recognizing that skilled personnel are essential to delivering the high-quality service and technical expertise that our premium products and complete-solution strategy demand.
Delite is establishing itself as the partner of choice for consultants and commercial enterprises seeking reliable, efficient, and future-proof climate control solutions in a market on the cusp of transformation.
