Homewide Launches High-Tech Service Centre in Abu Dhabi to Elevate Customer Care

Homewide, part of the Mohammed Hareb Al Otaiba Group, is preparing to open a brand new service centre in Abu Dhabi, and by the looks of it, the move should make life a lot easier for customers who’ve long relied on Dubai for after-sales support. The new hub, set to be unveiled with some ceremony in Mussafah, comes in at around 1,200 square feet and is kitted out with all the essentials—reception desks, service bays, spare-parts storage, and a fully equipped workshop floor.

For years, many residents in the capital faced the bit of a faff of sending appliances down to Dubai for repair. This new centre flips that on its head, cutting down turnaround times and finally giving Abu Dhabi its own dedicated support base. It feels rather spot on, considering that the city holds one of Homewide’s largest client bases outside Dubai.

The centre will cover everything from preventive maintenance to warranty repairs and spare-part replacements, supporting brands such as Bosch, Beko, Black & Decker and Laurastar. Essentially, if your machine breaks down, there’s now a far more convenient option than a road trip up the E11. And with genuine spare parts on hand, customers won’t have to question the reliability of a quick fix.

Digital tools play centre stage too. We’re talking AI-run ticketing, mobile app support, repair updates pinged via SMS or WhatsApp, and a streamlined online portal to track cases. In an age when everyone expects immediacy, such touches make sense. I reckon not every service centre in the region has embraced tech quite so seamlessly, so in that sense Homewide is nudging the bar up.

Jaishankar K. Nair, Head of Services at MHAO Group, put it simply: the expansion is about bringing “world-class after-sales support closer” while ensuring sustainable growth and customer satisfaction. On the flip side, it’s also about jobs—technicians, service agents, administrators—that feed directly into the local economy. With clear nods to Emiratization, the initiative could mean valuable openings for UAE nationals in a sector not always associated with local hires.

At Arageek, whenever I chat with young founders about scaling, the topic of customer care always comes up—funny enough, many say it determines whether a brand sinks or swims. Seeing a household services provider treat after-sales as a serious growth lever resonates strongly with the kind of startup grit we often highlight here.

The broader plan looks ambitious: further decentralisation across other emirates, and, if things go according to schedule, a push into the wider GCC market. That said, moving beyond the UAE comes with its own hurdles—regulatory hoops, cultural nuances, not to mention the need for serious investment in logistics. Still, the Abu Dhabi centre feels like a solid first step.

So, while the ribbon-cutting next month might be wrapped in ceremony, the everyday impact will be practical: faster repairs, less hassle, and hopefully fewer frustrated customers hauling a broken dishwasher up and down the highway. And honestly, who wouldn’t be chuffed to bits about that—even if, well… I mean, it’s “just” after-sales service. Sometimes those little details define the bigger picture, and this move could definately prove that point.

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