Released on: August 20, 2008, 12:50 am

Press Release Author: Colin Saldanha

Industry: Electronics

Press Release Summary: Dubai Government's pro-active measures to crackdown on
counterfeit products in the best interests of UAE's consumers, manufacturers and
retailers

Press Release Body: Dubai, United Arab Emirates, August 20, 2008: The Chief of Dubai
Customs recently announced that the authority is intensifying it's efforts to curb
illegal trade in counterfeit products by seeking greater cooperation with their
counterparts in the region and globally, including Interpol, to catch and punish
those dealing in fake contraband goods. This comes close on the heels of it's recent
unveiling of the 'Dubai Declaration' in May 2008. The declaration that will be
adopted by all countries in the Arab world and 173 countries of the World Customs
Organisation (WCO) encompasses a set of tough guidelines that will act as a
benchmark for tracking and seizing fake goods and for convicting and fining the
manufacturers and traders of counterfeit products. Increasing measures to crackdown
on counterfeit goods are also being taken by Dubai Municipality, Consumer Protection
Union and the Department of Economic Development (DED) which has launched the
'Hemaya' website (www.himaya.ae/hemaya) as part of its continuing efforts to improve
consumer and trade awareness about products.

Mr Nilesh Khalkho, CEO-Sharaf DG, the UAE's largest one-stop electronics shopping
destination comments "We are extremely pleased to see that the government is taking
pro-active and strong measures to curb the sale of counterfeit goods through a
two-pronged approach of prosecution and fines for violators as well as educating the
consumer about the huge drawbacks of buying fake goods. Consumers do not realize
that part of the reason these goods are cheaper than the real thing is because they
are badly made, and sometimes even dangerous. The customer pays a much higher price
in the long run as they do not get any after sales service or guarantees if the
product breaks down. In line with our corporate philosophy of keeping the customer's
best interests in mind at all times, Sharaf DG offers a promise of 'Lowest Price
Guarantee' which assures customers that the prices of all products sold at Sharaf DG
are the same when compared with other hypermarkets and retail stores located in
malls. This combats the customer's price concerns".

Buying electronic and IT products from unauthorized stores and distributors seems a
lucrative decision as the prices may be cheaper than those available at authorized
and reputed retail outlets. However it must be kept in mind that there are plenty of
duplicate and fake goods being sold in 'popular' shopping streets and markets in
Dubai which look quite identical to the original brands. The only way to ensure
peace of mind and post purchase satisfaction is to buy from a genuine retailer where
every product comes with a warranty from the manufacturer.

On a macro level, consumers who buy counterfeit products are under the misconception
that the counterfeiters are doing no harm and that they are getting a bargain. It in
fact has a massive impact on both national and local economies by taking business
away from the genuine businesses and eating into the already slim margins available
to legitimate vendors, distributors and retailers. A lot of fake goods fund drug
dealers and other organised crime - even terrorism and are putting local people out
of jobs because genuine manufacturers can\'t compete with the criminals making and
selling fakes. Economists estimate that the global trade in counterfeited goods is
worth about £300 billion (AED 2,100 billion) a year.


-Ends-
About Sharaf DG:
Sharaf DG, a part of the Sharaf Group, is a whole new concept in Electronics
Retailing in the UAE conceived to meet the growing demands of the discerning
customer. The stores in Ibn Battuta Mall, Deira City Center and Times Square Center
are designed to international standards is a benchmark in store sophistication and
customer friendly design.

Sharaf DG is not just an electronics store, but a new lifestyle experience where
customers can find the widest range of brands in the region across categories like
Consumer Electronics, Home Entertainment, IT, Telecom, Home Appliances, Marine
Electronics and much more.

For further information, please visit http://www.sharafdg.com




Web Site: http://www.sharafdg.com

Contact Details: Media Contact:
Mr. Colin Saldanha
PR Consultant
OAK Consulting
Email: colin@oakconsulting.biz
Tel: +971506400762

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