alfanar has officially launched its "Asala" line of switches and sockets, a move that reinforces the company's ongoing commitment to developing high-quality products that enhance customer experience and keep pace with evolving market expectations.

The launch ceremony was held at Bab Samhan Hotel in the historic city of Diriyah, attended by more than 100 customers from the project and wholesale sectors from both within and outside the Kingdom.

The event opened with a welcoming speech by Eng. Mohammed Al-Othaim, General Manager of Sales and Marketing at alfanar Electric, in which he stated: "At alfanar, we believe in innovation. From this concept, the 'Asala' product was born to embody the fusion of authenticity and modernity—blending identity-inspired design with modern technologies that meet the requirements of today and tomorrow. We believe that the product alone is not enough; the true value lies in partnership. We do not view our customers merely as business partners, but as partners in success."

During the event, Eng. Khaled Sandouka, Product Manager, provided a detailed presentation showcasing the features of the new "Asala" collection. He highlighted its distinctive aesthetic designs, diverse range, and high quality that complies with both local and international standards.

The ceremony also featured a speech by members of the female workforce at the factory under the "Made in Saudi" slogan. This was warmly received by the audience, noting that alfanar is the first company to receive the Gold Category of the "Made in Saudi" mark in the electrical industries sector.

As part of the launch program, alfanar organized a tour for guests through the historic city of Diriyah, followed by an official gala dinner, aimed at strengthening mutual relationships and consolidating long-term partnerships with its customers. At the conclusion of the event, customers expressed their admiration for alfanar's industrial capabilities and advanced technologies, affirming their appreciation for the company's commitment to providing high-quality products and services that set it apart from its competitors in the market.