Sahara Computers says it will remain a South African company, despite rumours that it might reduce its focus on the local market due to its expansion campaign in Africa, Asia and parts of Europe.
MD Atul Gupta says that although Sahara plans to become the number one pan-African distributor, its vision to stay a proudly South African company will remain intact.
"We intend to make the Sahara brand, that we have placed on our range of servers, PCs and notebooks, a worldwide leading brand, but keep it also a South African brand," he comments.
The company maintains that even with the joint ventures and branch representations on and beyond the continent, the revenue still comes back to SA.
"We have also been using this as an opportunity to get South African expertise beyond our borders," Gupta says.
The Sahara PC brand, established under Sahara Holdings, has penetrated the African continent, with branches in Kenya and Botswana, and business links with Lesotho, Swaziland, Namibia, Botswana, Mozambique, Zambia, Kenya, Tanzania, Uganda and Angola.
Gupta says the company has a substantial portion of the local market, and with the support of its vendor and reseller partners, it will continue to expand beyond SA`s borders. "Locally, our growth has been phenomenal, but we also need to take it beyond just the local boundaries."
Sahara has channel programmes that service the interests of its local resellers and end-users, and also has sponsorship agreements with several South African companies.
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