Asad Sheriff, Director of Jubilee Corporation
Jubilee Corporation is strengthening its presence in Pakistan’s electrical equipment market by introducing TENGEN Global products, offering customers a combination of competitive pricing, quality and reliable after-sales support. Speaking exclusively with Engineering Post, Asad Sheriff, Director of Jubilee Corporation, discussed the company’s partnership with TENGEN Global, the encouraging market response, product approvals, technical training and the importance of customer service in building long-term business relationships.
Explaining the rationale behind the partnership, Asad Sheriff said Jubilee Corporation sought to collaborate with a company whose vision and business philosophy aligned with its own. “We wanted to pursue a business relationship with a company whose vision aligns with Jubilee Corporation. TENGEN Global offers good-quality products at competitive prices, which makes the partnership particularly promising for the Pakistani market,” he said.
According to Asad Sheriff, the company’s initial experience has been encouraging, with customer feedback, repeat orders and recommendations indicating growing acceptance. He noted that the market response had exceeded expectations in terms of the market share achieved so far. “The response from customers has been very positive. We are receiving repeat orders, and customers are also recommending the products to others. This gives us confidence that we are moving in the right direction,” he said.
Asad Sheriff emphasized that the objective is not simply to introduce another brand but to provide customers with electrical products that combine quality and price effectiveness, thus catering to an additional segment of the market. “Our experience suggests that the quality is better than that of products currently available in the market, while the cost is also competitive,” he stated. He added that maintaining product quality remains a central consideration in Jubilee Corporation’s business decisions.
The company plans to progressively expand the range of TENGEN Global products available to Pakistani customers. While the initial introduction is helping establish the brand, Jubilee Corporation intends to make the complete range of low-voltage (LV) and medium-voltage (MV) products available eventually. This expansion will enable customers to access a broader portfolio of electrical solutions through the company.
Discussing product development and quality assurance, Asad Sheriff highlighted the importance of manufacturers investing in research, development and technical capabilities. He referred to international projects and industry experience, including Dubai Airport, their longstanding trusted partnership with State Grid Corporation of China and Jinko Solar Super Factory, China in the context of the importance of product development and quality considerations. For Jubilee Corporation, he explained, long-term business growth depends on offering products that meet customer expectations and maintain consistent standards.
Technical training is another important aspect of the partnership. Asad Sheriff pointed to TENGEN Global’s training infrastructure, which includes its own college, more than 130 training instructors, and established research and development and training pathways. These capabilities support technical knowledge and professional development, helping strengthen confidence in the products and their applications.
Regarding institutional approvals, Asad Sheriff said the process was nearing completion, with several approvals already secured and others at advanced stages. Completing these requirements will help broaden the products’ acceptance across relevant market segments and institutions.
Asad Sheriff also emphasized that after-sales service is fundamental to Jubilee Corporation’s reputation. “It does not matter whether the product is from TENGEN Global or another company. The customer receives service through Jubilee Corporation, and we stand behind the products we supply,” he explained. This approach reflects the company’s commitment to taking responsibility for customer support rather than leaving customers to navigate relationships with different manufacturers.
