Poised to expand operations globally, with a focus on India and new markets like Africa and China.
Success stories often start with a leap of faith and a shared vision. Co-founders John Simento and the late Tyrone Pires took this leap of faith when they came together to start the Almoe Group of companies in Dubai in 1994. Now, three decades later, the Almoe Group with the help of Jamal Sabri (Group CFO) is one of the top AV and IT distribution and solution providers in the Middle East and Asia with a strong global presence.
As the group celebrates its 30th anniversary, we spoke with John Simento, a visionary leader in the industry. Filled with pride about the group’s achievements so far and laser-focused on the future, John reflects on his journey from a small town in Karnataka, India, to starting and building a business in the Middle East—a meaningful journey of 42 years and counting.
The start of something big
Hailing from Kolar Gold Fields (KGF) in India, John spent his early working life in Bangalore before moving to Kuwait in 1982 and Dubai in 1984. For the next decade, John worked on office automation, which involved copiers, printers, and, by that time, fax machines and scanners. “I started servicing, repairing, and installing these machines, then about two years in service, I felt the need to gain exposure to sales. I requested from the team and was then appointed to a specific area where I could handle sales and service for the same clients.”
John shares how this experience helped him build a comprehensive understanding of a product and its functionalities, including its flaws and strengths. “It gave me credibility, and when clients saw that I was confident in my knowledge about the products, it made a positive impact. It was that understanding and experience working in sales that I later carried with me throughout my career,” he says.
The birth of Almoe
In 1994, John and his partner Tyrone embarked on a journey that would eventually culminate in the establishment of Almoe as it is known today. “In the early days, it used to be called Al-Mubarak Office Equipment and that is how the current name was formed.”
He continues, “Over time, we gradually transitioned from dealing solely with office equipment to diversifying into projectors, marking our first foray into the AV industry. We started with overhead projectors, mainly Kindermann from Germany, and then added various brands like Davis and Boxlight.”
“Our biggest breakthrough came when we started selling Epson projectors, that was when we got a foothold in the market because Epson was a key player in the industry. We decided to approach them to which they challenged us to become their partner number of projectors from the distributorship. We accepted the challenge and were proud to exceed expectations.”
John shares how they quickly expanded into Qatar, Bahrain, Oman and Saudi Arabia through a reseller network, supplying projectors from Dubai to these regions. “Once we proved our reliability and ability to drive revenue, we attracted other leading brands such Sony, LG, NEC and more. This helped us grow into a significant distributor in the region.”
Sadly, in 2020 Tyronne passed away causing an immense loss to the company and personally. His passion and energy were one of the driving forces behind the Almoe group of companies’ success and John and Jamal are determined to honor Tyronne’s memory by continuing the work they had started together. “His legacy is our constant reminder to push the boundaries and to strive for greatness.” – he says.
Diversifying for growth
John explains how the company expanded from being a distribution-focused business to offering AV equipment rentals for events. “At the time, product prices were high and therefore seeing this gap in the market, we started Almoe Rentals in 2003.” This shift allowed us to leverage our existing expertise in AV technology and provide clients with more flexible, tailored services due to a growing demand for short-term, flexible equipment solutions in the event industry.”
In terms of the integration division of Almoe Group, John explains that no one in Dubai at that time was installing projectors and a friend had suggested it. “I was hesitant at first because I had no prior experience, but he offered to help. For our very first project, we didn’t even have VGA cable, so we used five regular video cables taped together as a substitute. The quality was great, but it was costly. Eventually, VGA cables became more accessible, making this easier. That’s how our integration division started,” reminisces John.
Speaking about some of their projects, John recalls the AV installations done at Mushrif Jumeirah, Mayfair Racecourse, Dubai Parks & Resorts, and several premium hotels such as the Intercontinental and the Grand Hyatt in Dubai. “Apart from this, we have worked on smaller projects in various sectors and locations across the UAE. Delivering projects on time and to the client’s satisfaction helped build our reputation and opened the doors to more opportunities.”
Additionally, John mentions a significant time in 2004 when Jamal Sabri joined the Almoe Group of Companies as the Chief Financial Officer (CFO). He deep understanding of the company’s financial landscape, combined with his strategic insight, made him a standard bearer within the organization. However, it wasn’t just Jamal’s knowledge that drove his rise; it was his exceptional leadership qualities and his ability to connect with people across all levels of the business. His collaborative approach, clear communication, and visionary thinking enabled him to influence key decisions that shaped the company’s growth trajectory.
As the business expanded, it became clear that Jamal’s capabilities extended far beyond financial management. His broad understanding of the company’s operations and markets, coupled with his proactive approach to problem-solving, made him indispensable. Recognizing his talent, he was entrusted with role of the Group CEO. Under his leadership, the Almoe Group has continued to innovate and grow. “With a dedicated focus and responsibility towards our partners, clients and employees, we aim to further diversify our portfolio and expand footprint globally,” says Jamal.
Specktron: An In-house Brand, Redefining AV and ICT Products
John and Jamal explained that around 2011, restrictions on the scope of distributorship prompted them and their partners to start their own in-house brand, Specktron, in 2012. “This was a pivotal moment because it allowed us to offer high-quality products under our own brand. We focus on interactive panels, professional displays, AIO LED products, and commercial LEDs. Specktron is now sold in over 50 countries, giving us incredible reach and flexibility; it has become a significant market position, helping us provide even more value to clients across multiple channels worldwide.”
Making inroads in the Indian market
Since opening its first office in Bangalore in 2002, Almoe Digital Solutions has expanded to four offices across the country. “Currently, we have about 50 employees in India, and as part of the ‘Make in India’ initiative, we have started assembling some of our products locally.” Furthermore, plans to open Specktron offices to cater to the Indian market specifically. This reflects our commitment to providing local made, high-quality solutions tailored to the needs of Asian customers. Our goal is to become a leading supplier of AV equipment in the country.”
Speaking of goals and opportunities ahead, John and Jamal say, “The education market in India is growing significantly and for years to come in future. The need for interactive panels is rising as the Indian Government has plans of upgrading several schools with this product. Therefore, with this demand and now with our assembly being done in India, it gives us a lot more room for growth and a bit more reason to be here.”
Almoe Group: 30 Years of Innovation, Excellence & Collaboration
The Almoe Group has undoubtedly played an integral role in the growth of the AV industry in the UAE and beyond. “Over the last three decades, we have built a strong foundation, overcome numerous challenges, and evolved to meet the changing needs of the industry.” “Throughout this journey, we have consistently delivered top-tier solutions to our clients, and this milestone is a testament to our team’s dedication and our dedication and our clients’ trust.”
John proceeds to speak on the Almoe Group management team. “The success of the company is a testament to the dedication and leadership of the incredible general managers and staff who have guided each division, both past and present. Many of them have been with us for over 15-20 years, contributing their extensive knowledge and expertise through various industry challenges and market shifts. Additionally, “it is amazing to witness their commitment and the impact they have had on the company. We believe the longevity of their careers within the company reflects their passion and belief in our shared mission.”
When asked how the market for AV has changed in these three decades, John explains, “The AV industry has dramatically transformed. We’ve moved from analog solutions to fully digital systems, with personalized, interactive, and on-demand media taking center stage. Significant advancements in technology, particularly in immersive and interactive technology, artificial intelligence (AI), robotics, machine learning, and the advent of 5G, have revolutionized content creation, delivery, and engagement.”
John points out that AV technology has been adopted by every major industry, becoming integral to their growth and adaptability. “In the advertising industry, traditional static billboards have given way to dynamic digital billboards with real-time updates, interactive content, and multiple rotating ads. Similarly, the education sector has transitioned from blackboards to whiteboards, interactive projectors, and smart screens of all sizes, completely revolutionizing how education is delivered.”
Passionate about making an impact in the community, John explains how Corporate Social Responsibility (CSR) and sustainability are a central focus. “We focus on contributing to the UAE Government’s initiatives and the United Nations’ Sustainable Development Goals. Our CSR efforts align with these goals by promoting good health and well-being, gender equality, economic growth, environmental conservation and much more.”
Meeting challenges with resilience and innovation
John discusses some of the challenges faced on their journey. Initially, gaining the trust of vendors and customers was difficult, but they were able to establish long-term relationships by consistently delivering quality. Additionally, in the early stages securing funding was another obstacle, but this was overcome by pitching banks to invest in their growth by demonstrating their commitment and strong track record.
However, by far the COVID-19 pandemic presented the most unique and biggest challenge yet. This led the company to pivot to virtual and hybrid events and to embrace new technology and platforms. With this, Almoe Group expanded its services, becoming more resilient and diverse in an ever-evolving industry.
“We overcame challenges through strategic innovation, adaptability, and nurturing a strong team. Our commitment to high-quality service and continuous improvement helped us build lasting client relationships which helped us navigate difficult periods. The support and trust of our clients and partners was critical to strengthen and grow our market position at these times” explains John.
Setting Sights on Future Expansion
Looking to the future, John highlights, “We are now focused on further expanding our operations globally and our first step is to establish offices in Africa, particularly in Kenya and Ghana to take advantage of the emerging markets. Additionally, we aim to open an office in China to support our brand and expand our presence in Asia. We are considering strategic acquisitions and investments to speed up our growth and ensure we remain at the forefront of the industry.”
“Together with Jamal Sabri, partner and CEO of Almoe Group of Companies we are all set to expand our reach and embrace new opportunities. We hope to propel the company forward into new markets and service offerings,” he adds.
As a multi-million-dollar group with global presence, and over 350 employees’ strides into the future, we wish John, Jamal and the team enduring success in the years ahead.
