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CEO Syed Nophil Rizvi explains how Asian Continental seeks to crack a crowded MEA IT market
Discuss some key recent launches by Asian Continental and their expected impact on the market
Asian Continental LLC has been focused on providing diligent and efficient technical services to the business community of Dubai and the region since it started operations in the UAE. Originally one of the top 40 pharmaceutical manufacturing and marketing concerns based in Pakistan, we know everything there is to know about product/service quality and the impact it makes in the long term.
After studying the local UAE market, we felt there was a huge gap in B2B services which we were confident we could bridge, and I am happy to confirm that within a very short period we have managed to create a very positive reputation for ourselves based on our straight forward services and complete commitment to the client’s benefit. We have now entered into distribution of high end, innovative technology products and once again aim to impress our customers with our great service and support.
You recently launched a revolutionary product-the Almond router. Discuss some key specs of this product and why you feel it’s a game changer
The Almond router brings a unique freshness to the existing “Consumer Networking Products” segment. It is the world’s first router that has been designed with one purpose in mind: convenience. Sporting a one-of-a-kind touchscreen, the router comes almost preconfigured to the point that users need not engage in any complicated configuration procedures before using it. The step-by-step friendly setup wizard on the touchscreen guides you through and you can be up and running within minutes. The Almond is also a very powerful product as it also provides the customer with the option of using it as a conventional router (wired or wireless connection to an existing network), range extender (repeating an existing Wi-Fi signal to increase its effective range) or as a wireless bridge (connecting a wired device to a Wi-Fi network).
Securifi, the company behind Almond, is great at keeping up with trending technologies and releasing frequent firmware updates to keep the Almond at par with consumer needs. With the availability of Almond rapidly improving in the region, the consumer now has a great option to choose when seeking to cover all their networking needs with just one, very cool looking product. I’d like to add that the Almond is currently Amazon customer’s #1 choice as Router, Repeater and Access Point.
Discuss some trends in the IT resale business in the region and Asian Continental’s position in this market
The Middle East has rapidly become a huge technology market. With the top companies operating here, followed by a huge number of expatriates and local customers following the buying trends of the West it has become very easy to predict which products would be readily accepted. Obviously, the basics remain the same everywhere: honest and straight dealing will guarantee you success every time. Asian Continental is relatively new to the market but we are gaining new relationships every day.
Discuss some key segments that you target
Asian Continental will always focus on bringing unique and innovative products to the discerning customer. We prefer to work on niche products and strive to convert them into mainstream choices. Since our current field of business is technology related, we will continue to monitor emerging products and solutions globally and selecting the ones we feel would click with the consumer in our region. That said, we are currently focused on unique networking products and are also seeking to enter the communications segment with even more innovative solutions very soon.
Discuss your growth as 2013 ends moving to 2014
Our growth has been satisfactorily on an incline since we started operations but we are expecting rapid growth in the next few months as we appoint distributors for the Almond in all GCC countries before the end of 2013 and work together with them to bring the Almond to mainstream retail shelves in time for the holiday season.
Are there any new brands you are looking to add to your portfolio?
Definitely. There are various extremely innovative products we have in the pipeline at various stages of development. It might be too early right now to provide details but we are sure that VAR readers will be hearing about them very
Home Integrator
SAGE Unveils Premium Eid Gifting Collection for Coffee Lovers
This Eid, Sage Appliances elevates gifting with high-performance coffee machines that combine precision, innovation, and refined design. Created for home hosts and coffee enthusiasts alike, each machine delivers barista-level results with ease, making it a gift that’s enjoyed well beyond the festive season.
Engineered around true duality, this machine empowers coffee lovers to seamlessly switch between intelligent automation and full manual control. Whether you prefer the ease of an automated workflow or the satisfaction of hands-on espresso craftsmanship, the Dual Boiler adapts to your style, delivering uncompromising performance, precision and flexibility in every cup.
Sage Barista Touch Impress Brass
Available in a striking limited-edition brass colourway, with limited stock available, this statement machine brings refined design to the forefront of the home coffee experience. The Barista Touch Impress blends intuitive automation with the freedom of hands-on control, making it effortless to craft café-quality favourites like flat whites, cappuccinos, and lattes with confidence and style.
This sleek, state-of-the-art machine delivers café-quality results with complete versatility from delicate pour-overs and bold filter coffee to smooth, flavour-rich cold brews. Featuring adjustable brew styles, temperature control and intuitive settings, it empowers users to take full control of their coffee, hot or cold.
Special Ramadan offer
Sage Appliance Accessories
For those who already own a Sage machine, accessories make a thoughtful gift this Eid, designed to enhance everyday use.
An automatically activated suction cup creates a rapid vacuum which quietly releases the espresso coffee puck from the portafilter in one swift action.
Thespring-loaded mechanism delivers consistent pressure between 7 kg and 10 kg, ensuring an even tamp every time. A variableforce gauge with marked indicators allows you to select your preferred tamp pressure to suit the grind. Available in 54 mm and 58 mm sizes.
The 2-in-1 distribution tool helps break up clumps and evenly spread coffee grounds. With three angled blades, it creates a level surface for consistent and precise tamping. Available in 54 mm and 58 mm.
Visually diagnose and troubleshoot your extraction to achieve the perfect pour every time with The Naked Porterfilter. Crafted from stainless steel with a walnut handle, it adds an elegant touch to your espresso setup while allowing you to monitor flow and consistency with precision. Available in both 54mm and 58mm sizes.
Handleless design and heat-resistant silicone sleeve gives full control, with a pro spout to create more precise latte art. Angled opening provides a better view when steaming milk.
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Majid Al Futtaim Malls Launch Ramadan Experiences Across the UAE

This Ramadan, Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia invites communities across the UAE to come together for a month filled with meaningful moments, exciting rewards, immersive activations and exclusive shopping offers all under one roof.
From grand prize draws and SHARE rewards to soulful Majlis evenings and community-led giving initiatives, here’s everything you won’t want to miss across Majid Al Futtaim malls this season.
SHARE the Rewards This Ramadan
Across all City Centre malls, customers using the SHARE App can enjoy generous points multipliers throughout the season. Whether you’re updating your wardrobe or gathering loved ones over iftar, every visit comes with more reasons to celebrate:
- Ramadan Offer: 10X points on F&B (Until 18 March)
- Eid Offer: 10X points on Fashion (12 to 22 March)
Letters of Giving (رسائل العطاء) at City Centre Mirdif and City and Mall of the Emirates
This Ramadan, Mall of the Emirates and City Centre Mirdif invite shoppers to take part in the Letters of Giving (رسائل العطاء) pop-up, a heartfelt initiative in partnership with Emirates Red Crescent dedicated to making children in need’s wishes come true.
Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, visitors are invited to pause, explore a display of children’s wishes, and choose one that speaks to them. They can then fulfil the wish by purchasing the item which will be gifted to the children in need. Each contribution will be accompanied by a personalized message typed on a traditional typewriter, turning every act of giving into a lasting gesture of kindness.
The Ramadan Experience at City Centre Mirdif and Mall of the Emirates
Until 7 March at City Centre Mirdif and 9 March to 3 April at Mall of the Emirates, the Majid Al Futtaim malls are blending art, generosity, and community, this pop-up offers an immersive and soulful experience. Guests can enjoy live harp, qanun, and cello performances featuring soft, Ramadan-inspired melodies, and visit interactive stations to personalize mirrors, bookmarks, or crafted coffee cups with a minimum mall spend of AED 150 (excluding Carrefour). Complementary juices, coffee, and mini bites invite visitors to connect and embrace the true spirit of Ramadan.
To elevate the experience, City Centre Mirdif is collaborating with Fatima Al Kaabi, an Emirati Entrepreneur to integrate AI‑powered displays showcasing traditional Emirati cultural quotes, adding a sense of heritage to the space.
Shop & Win: Ramadan at Mall of the Emirates (9 March to 3April)
This Ramadan, Mall of the Emirates introduces its very own “Shop & Win” reward. Guests who spend AED 300 or more at any of their favourite stores will automatically enter a special draw for a chance to win an exceptional grand prize of 500,000 SHARE points with one dedicated winner selected exclusively from Mall of the Emirates.
From exciting prizes and SHARE rewards to soulful gatherings and meaningful community initiatives, Ramadan at Majid Al Futtaim malls is all about creating moments that matter for everyone, every day.
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THE BIG CHILL CAFÉ INTRODUCES A COMFORT-DRIVEN IFTAR MENU THIS RAMADAN

This Ramadan, The Big Chill Café at Dubai Hills Mall invites guests to slow down, gather, and break their fast with a specially curated Iftar menu that blends comforting classics with generous portions and familiar flavours.
Designed for families, friends, and casual Ramadan catch-ups, the Iftar offering reflects The Big Chill Café’s signature style – wholesome, indulgent, and feel good – served in a relaxed café setting.
Guests can begin their meal with a selection of starters such as Minestrone Soup, Mediterranean Mezze with Hummus and Muhammara, Crispy Calamari, Chicken Tenders, or Panko-crumbed Prawns. The menu then moves into hearty mains, featuring crowd favourites including Penne Primavera, Creamy Mushroom Chicken Pasta, Saffron Risotto with Prawns, Hand-tossed Pizzas, and flavourful grill options.
For those looking to elevate their Iftar, the grill selection includes Grilled Chicken Breast, Slow-cooked Lamb Shank, Flame-grilled Steak with Cowboy Butter, and Tuscan-style Salmon, available with a small supplement.
To finish, The Big Chill Café turns up the indulgence with a dessert selection made for lingering over conversations. Guests can dive into the signature Molten Dubai Lava Cake with its rich and flowing centre, enjoy the comforting sweetness of Banoffee Pie, or opt for the fragrant Saffron Tres Leches Cake. Lighter yet nostalgic options like Date Ice Cream and crowd-favourite Biscoff Ice Cream round off the experience, offering something for every kind of sweet craving after Iftar.
Whether it’s a relaxed weekday Iftar or a long catch-up after prayers, The Big Chill Café’s Ramadan menu offers a warm and satisfying way to come together this holy month.
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