Anton Paar boosts presence in ‘vital’ Middle East market

By Joseph James Whitworth

- Last updated on GMT

Anton Paar's Middle East Technical Centre
Anton Paar's Middle East Technical Centre

Related tags Middle east

Anton Paar has opened a Middle East Technical Centre to serve customers in the Middle East and Africa.

The centre in Dubai is equipped with instruments in rheometry, particle characterization, petrochemical analysis and accelerated sample preparation.

It will offer customers analytical support, hands-on instrument training along with the opportunity to experience the latest technology for various industries in the Middle East region.

Equipment capability

Anton Paar said it counts petro-chemicals and beverage in its top three markets globally and these segments are ‘very well’ represented across the Middle East, making it a ‘vital’ market for the firm.

For quality control it has density and refractive index systems to measure Brix, Inverted Sugar and other concentrations as well as systems to measure viscosity and QC parameters like yield stress for food products.

The centre has microwave digestion and solvent extraction systems for sample preparation of food and beverage samples before inorganic and organic analysis.

For the product development domain, it has rheometers, tribometers, zeta-potential and particle size analysers that can be used to measure and optimise a range of parameters ranging from formulation stability to mouth-feel of food products.

Anton Paar has been present in the Middle East and Africa for more than two decades represented by distribution partners.

Tulika Shukla, regional marketing manager, South Asia - Middle-East and Africa, said it has 22 distribution partners with trained specialists for sales consultation and service support to serve customers in the region.

“With the opening of the Anton Paar Middle East Technical Centre our customers will experience tangible benefits in three ways. Firstly, by being able to measure their samples on our instruments before purchasing and thereby making a more informed decision.

“Secondly, by continuously getting the most out of their installed instruments by optimizing methods and regular refresher trainings [and] thirdly, by virtue of the regular training sessions for our distribution partners our customers will experience even more qualified technical support available locally.

“The list of instruments available will be dynamic as we will continue to add more technologies from Anton Paar's portfolio based on requirements from our customers.”

Anton Paar operates globally in 110 countries with 26 sales subsidiaries and a network of distribution partners.

Subsidiaries are typically equipped with an application laboratory but it is the first initiative from the firm to establish a dedicated technical centre to support distribution partners and customers.

Training and workshops

It has two in-house application specialists at the centre and trainers for the workshops visit from the headquarters in Graz, Austria or other regions depending on the workshop subject.

The layout has been designed around a concept of "hands-on" training and workshops for a group size of 10-12 people so participants can work with the instruments and gain practical experience.

The centre will also run educational support programs to ensure students, research scholars and professors are able to experience the latest technology and make it a part of their curriculum.

Shukla said it looks to serve academia and industrial research and quality control.

“For academia a major initiative will be Educational Support Programs to seek to engage with students and research scholars at an early stage by offering structured learning courses including e-learning, classroom sessions on basics of techniques and finally the chance to do practical work with high-end instruments.

“For teachers and professors we offer teaching aids, course materials and tests that they could consider to make a part of their teaching curriculum.

“For industry, we seek to be a partner in their endeavour of achieving higher productivity, quality, and regulatory goals in the most cost-effective way. For industry we bring to the table not just the instrumentation available within easy reach but also know-how and experience of decades.”

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