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STRIKING AT NICHE OPPORTUNITIES
By Editor

Prologix has carved out its strongholds in value add distribution, in key areas including Testing & Measurement and has branched out into additional domains. Sarwan Singh, Managing Director at Prologix Distribution discusses the company’s key focus areas
What have been some of the key trends that have emerged of late in value added distribution and how have you shaped your market strategy accordingly?
The distribution industry has seen some changes in the way business operate by bringing in effect additional deliverables as part of “Value Added Distribution”. For some organizations, it is about providing right solutions but for others it is all about delivering at best prices. 2013 has seen a fierce competition in terms of new players emerging in the market with innovative strategies to differentiate from the rest and earn more profits.
For Prologix, the strategy has always been to deliver the clients what the partner could have done. We act as an extended arm for our partners and ensure that we lend the right solution/products to the customer. From the very beginning, Prologix has focused on niche segments like Test & Measurement, Wireless, RF & Microwave with the best in class products and we believe our efforts are appropriately “Value-Add”.
Who are the vendors you are associated with?
Prologix partners with brands like Cambium Networks, Totolink, LevelOne, Sub10, Ideal Networks, Agilent Technologies and many more which has products/solutions in these categories- Test & Measurement, Wireless, RF & Microwave. Government and private businesses today need cost effective solutions with unmatched quality and performance and we as VAD stand out to deliver technology solutions to meet specific IT needs in this region.
One of your major segments seems to be Unified Communications. Discuss the adoption of teleconferencing and related solutions as this sector continues to progress in the Middle East and Africa
For Unified Communications, Prologix having achieved Avaya’s highest certification level, is one of the vendor’s select ‘Platinum’ partners in the region. We have been associated with Avaya since 2005 and Prologix has a dedicated pre-sales, sales and support team to design and implement Avaya Voice, Video and Data. With the expertise and experience, we have delivered high quality solutions to over 30 customers in the past 2 years spanning diverse industry verticals that include education, finance, logistics, hospitality and construction. With Avaya, every interaction is an experience and we help customers integrate voice, video and data to communicate and collaborate in real time.
The most reliable and secure UC solutions from Avaya can be seamlessly integrated allowing customers to answer deskphone from mobile, reply to e-mail with voice and many other innovative features. Enterprises today need an end-to-end customer experience management system to deliver the best customer services and focus on the core business. We assist organizations communicate with their customers in the most perfect and reliable way. We provide networking solutions which provide better performance, increased reliability, efficiency and scalability.
Avaya switches and routers build networks that will stay up and running with no downtime. Prologix works closely with Avaya to deliver comprehensive communications solutions that meet and exceed customer expectations. The award “Best Avaya Partner of the Year Award-Mid Market Category” has brought in more momentum to drive sales and effectiveness in the delivery of complex large scale Avaya communications.
Prologix maintains offices in Africa with physical locations in Kenya and Nigeria. Do you have a larger strategy for the Africa market?
Prologix has expanded the operations to the African continent with respect to the distribution segment. We have our offices in Nigeria and Kenya and have managed to enter into the African market by building relationships with local resellers and SIs in the region. We have signed up distributor agreements with our partners for the African region to deliver the right mix of technologies to enterprises and government sectors alike.
Prologix has seen a huge potential and we see many other technology companies having their eye on this Africa continent as well. Companies delivering best technologies in the field of wireless intends to bring broadband to places that do not have electricity yet. Our strategy focuses on investing in local people, focusing on local projects and make a significant contribution technically and commercially
One of your latest brands on board is Cambium Networks. Discuss briefly this partnership in Middle East as well as in Africa
Prologix has signed up with Cambium Networks, a leading Global manufacturer of outdoor wireless infrastructure solutions for the Middle East and African Regions. 2013 has seen launch of three new product platforms-PMP 450, ePMP & PTP 650 which has already created curiosity in the world of wireless broadband. Prologix with this partnership is offering industry innovative wireless outdoor solutions. We have also had two amazing events in Kenya and UAE which drew a massive attendance of C-level professionals from wireless ISPs, mobile service providers, system integrators, law enforcement agencies, defence and security and oil and gas organizations from across the GCC and African nations. We are committed to connecting the unconnected and will continue to work closely with Cambium Networks to achieve this common goal.
Discuss growth prospects for 2014 and the driver behind these numbers
We are looking to a year of greater growth, both in terms of value and volume and we will be focusing on enhancing our VAD deliverables. We aim to have over 5000 channel partners on board and in excess of 25 brands in our products portfolio by the end of 2014. We would be focusing on striking alliances with enabled partners who will eventually be responsible for pre-sales, sales, marketing and post-sales support as well which is the most important factor to drive growth in this region.
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Good Hair Days Start At Breakfast: Mary Ruth’s Liquid Multivitamin + Hair Growth, Now on iHerb Middle East

The days of thinking haircare starts and ends in the shower are officially behind us. Today’s approach is a little more holistic, bringing together everything from your favorite hair products to the little wellness habits that make up your day. With iHerb Middle East offering an extensive selection of wellness, beauty and self-care essentials from leading global brands, discovering new favorites for every part of your day has never been easier.
Founded by health educator and nutritional consultant MaryRuth Ghiyam, the brand built its name on liquid vitamins that are as easy to take as they are to enjoy. Today it is known for clean, thoughtfully formulated supplements for every stage of life.
MaryRuth’s Liquid Morning Multivitamin + Hair Growth – AED 225.46
Consider this your morning multivitamin with a beauty twist. Featuring Lustriva®, it is formulated to support hair growth and healthier-looking skin, but that’s only part of the story. With 10,000 mcg of biotin, all eight B vitamins, vitamin D3 and zinc, it also supports energy metabolism, immune function and your overall everyday wellness. It comes in an easy liquid format with a peach mango flavor, so it feels less like a chore and more like a little morning treat, and it’s vegan, gluten-free and sugar-free as well. Because your haircare routine deserves a spot beyond the bathroom shelf, too. To order the products, visit https://ae.iherb.com/ and keep an eye on iHerb Middle East Instagram, @iherbmiddleeast, for the latest wellness finds, updates, and offers.
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From Coffee to Wellness: Three Dubai Destinations Shaping Everyday Wellbeing
Where Coffee, Food & Community Come Together – Roasters Specialty Coffee House

Founded in Dubai, Roasters Specialty Coffee House has grown into one of the UAE’s prominent homegrown specialty coffee brands, combining specialty coffee, all-day dining and a strong focus on craftsmanship and hospitality.
At the heart of the experience is Roasters’ specialty coffee programme, with skilled baristas working with carefully sourced beans and a range of brewing methods, including espresso-based drinks and hand-brewed coffee. Beyond coffee, the cafés offer an extensive all-day menu spanning breakfast favourites, savoury dishes, pastries, desserts and seasonal creations, making the brand suitable for everything from morning meetings and leisurely breakfasts to casual lunches and afternoon coffee breaks.
With locations across some of Dubai’s most prominent neighbourhoods and destinations, Roasters continues to position itself as more than a coffee shop, creating spaces centred around coffee culture, food, community and contemporary Dubai lifestyle.
Location: Multiple locations across Dubai
Cuisine: Specialty Coffee & All-Day Dining
Experience: Specialty coffee, breakfast, pastries, desserts, all-day dining & coffee experiences
A More Connected Approach to Wellness – Wellcube

At Wellcube, this idea comes to life through a more connected approach to wellbeing. The Dubai wellness destination brings together movement, nutrition, recovery, clinical wellness and longevity, creating a space where different parts of health can be considered together rather than in isolation.
Its Tranquil Wellness offering takes the idea even further, creating an environment designed around rest, recovery and feeling restored. From fitness and wellness experiences to treatments, nutrition and spaces designed with wellbeing in mind, the focus is on helping people build healthier routines that can actually fit into everyday life.
Rather than waiting until burnout or exhaustion forces a reset, the approach encourages people to think about wellness as something ongoing — something that can be woven into the week alongside everything else.
A More Considered Approach to Aesthetic Care- Aesthetics by King’s College Hospital London – Dubai
Wellness can also be about the things that make us feel confident, comfortable and more like ourselves.
At Aesthetics by King’s College Hospital London – Dubai, that starts with taking a more considered approach to aesthetic care. The clinic offers personalised treatments across facial rejuvenation, regenerative skin therapies, laser treatments, body contouring, hair restoration and intimate wellness, with care tailored around individual concerns and goals.
Led by Plastic Surgeon and Medical Director Dr. Dragana Spica, the focus is on enhancing rather than transforming, with treatments designed to support skin quality and achieve natural-looking results.
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October Must-Discover Dining, Wellness & Lifestyle Experiences
Pinktober Affair of Brunch, Wellness & Awareness at Vivaldi, Sheraton Dubai Creek Hotel & Towers

Looking for a leisurely Saturday brunch with good food, live music and a meaningful cause? This October, Vivaldi at Sheraton Dubai Creek Hotel & Towers invites guests to mark Pinktober on October 3 and 10, with an afternoon of Italian-inspired dining and live entertainment. From Beetroot-Crusted Bass Fillet to Oven-Baked Lamb Pie with Jus, guests can indulge in a generous buffet spread showcasing a selection of Italian favourites, before settling into the sounds of a live singer. Set along the picturesque Dubai Creek, Vivaldi offers a relaxed Italian dining experience in an elegant setting, making it a fitting backdrop for an afternoon dedicated to good food, music and breast cancer awareness.
The hotel will also host a Pinktober Wellness TalkonOctober 16, featuring an insightful session led by a medical expert, alongside light bites and refreshments. Taking place in the Ballroom from 11am to 3pm, attendance is complimentary. Guests are requested to register in advance.
When: Saturday, October 3 and October 10 | 1pm to 4pm | What: Pinktober Brunch – Buffet | Where: Vivaldi, Sheraton Dubai Creek Hotel & Towers | Packages: AED 255 with soft beverages | AED 375 with house beverages | AED 125 for Children 6-12 yrs.
For booking: contact +971 4 2071717 or email vivaldi.reservations@sheraton.com or visit website
ANA Teams Up with Hind Al Oud to bring Deep Ahojas to life through a limited-edition dessert.

What if a fragrance could be experienced before it is worn? ANA Emirati Fusion has partnered with luxury fragrance house Hind Al Oud to introduce a limited-edition dessert inspired by Deep Ahojas, the fragrance house’s newest creation. Available from 20 September for AED 47, the dessert combines dark chocolate, honey, dried fig, vanilla, cinnamon and sea salt, translating the fragrance’s warm and layered character into a contemporary Emirati dining experience.
Guests will also receive a complimentary Deep Ahojas fragrance sample with each dessert, along with the opportunity to pre-order the fragrance ahead of its launch. The collaboration brings together contemporary Emirati cuisine and Arabian perfumery through a multisensory experience, reflecting ANA’s approach to connecting food with creativity, culture and modern lifestyle, while offering Hind Al Oud a distinctive way to introduce Deep Ahojas to audiences before its launch.
Ladurée and Nour Arida’s Sorbé Bring Beauty and Pâtisserie Together.

What happens when Sorbé’s beauty-inspired lip butter flavours meet the art of French pâtisserie? From 1 October, Ladurée UAE and Lebanese American model and entrepreneur Nour Arida’s skincare brand Sorbé bring rose, lychee, caramel and pomegranate together in an unexpected sweet collaboration. World Pastry Champion and Ladurée Executive Chef Julien Alvarez transforms these flavours into a trio of individual pâtisseries inspired by caramel, pomegranate and rose lychee, each containing fewer than 100 calories. The collection also includes an exclusive Rose Lychee Macaron, Rose & Lychee Sorbet and a collagen-infused slushie made with fresh fruit and no added sugar. Exclusive macaron boxes in 8, 12, 18 and 24 pieces feature the limited-edition Rose Lychee Macaron alongside favourites including Salted Caramel, Pistachio, Chocolate and Raspberry.
Date: Daily, from 1 October 2026 | Price: Rose & Lychee Sorbet – AED 45 | Trio of Individual Pâtisseries inspired by caramel, pomegranate and rose lychee – AED 39 each Collagen-Infused Slushie – AED 49 (made with fresh fruit and without added suga)
Exclusive Macaron Boxes 8 pieces – AED 169 | 12 pieces – AED 237 | 18 pieces – AED 335 |24 pieces – AED 442 | Location: Ladurée, across all outlets in the UAE | For more information: Ladurée UAE
EVIRON – A Korean-Inspired Wellness Drink for Every Occasion

A well-considered drinks table can make all the difference when hosting at home. EVIRON by Clarion International Trading LLC brings a Korean-inspired touch to modern entertaining, offering a light and refreshing option for weekend gatherings, festive celebrations and evenings with friends. Made with Red Korean Ginseng, Hovenia Dulcis and Rubus Coreanus, alongside Vitamin C and B Vitamins, EVIRON draws on Korea’s appreciation for botanical ingredients. Free from alcohol, caffeine, preservatives and refined sugar, it offers a more mindful alternative to traditional soft drinks and high-caffeine beverages. Available across the UAE through Noon, Amazon and Dr Nutrition.
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