Siera
 | |
| Type | Public |
|---|---|
| Founded | 1963 |
| Founder | Moulay Ali Kettani |
| Headquarters | , |
Key people | Abdeljalil Lahlou (CEO) |
| Products | Home appliances, TVs, Refrigerators, Washing machines |
| Website | www |
Siera is a Moroccan company specializing in the manufacturing and distribution of household appliances and electronics. Based in Casablanca, it is part of the Manar industrial group.
History
[edit]The Sopar group, led by Moulay Ali Kettani, began its industrial activities in 1946 with the creation of Radelec, a company dedicated to the importation of home appliances. In 1957, Kettani founded Al Manar, a company focused on local production of radio sets. The Siera brand was born in 1963 through a joint venture with Philips to manufacture black and white televisions.[1]
In 1998, Siera ended its assembly agreements with Philips and Thomson to focus on developing its own brand.[2]
Activities
[edit]The company offers a range of products, including televisions, refrigerators, stoves, washing machines, and small appliances. In 2003, Siera launched an affordable refrigerator aimed at rural areas and low-income households, priced at 1,700 dirhams.[2][3]
Industrial and commercial policy
[edit]In September 2017, the Moroccan Ministry of Trade granted Manar five years of anti-dumping protection against refrigerator imports from Turkey, Thailand, and China.[4][5]
Notes and references
[edit]- ^ "Manar shifts into high gear". Le Matin. Retrieved April 1, 2025.
- ^ a b "Siera launches an offensive on the refrigerator market". Aujourd'hui Le Maroc. Retrieved April 1, 2025.
- ^ "Siera". siera (in French). Retrieved April 2, 2025.
- ^ "Refrigerators: Manar benefits from 5-year anti-dumping protection". TelQuel. Retrieved April 1, 2025.
- ^ "Business: Manar's anti-dumping shield". le360.ma. August 10, 2017. Retrieved April 1, 2025.
