Making its third consecutive appearance at Automechanika Dubai 2025, NBR Cooling used the global platform to reaffirm its long-term intent of expanding across the Middle East and Africa. For the Indian manufacturer of automotive cooling systems, the exhibition continues to serve as a strategic interface with distributors and customers operating in some of the world’s most demanding climatic conditions.
Speaking at the show, Abbase Saddique, Director, NBR Cooling, underscored the relevance of the GCC market for cooling solutions, while also offering a candid assessment of this year’s exhibition dynamics. “For cooling systems, this region is one of the best places to exhibit because of the weather conditions,” he said, adding that demand for reliable and efficient cooling is structurally embedded in vehicle operations across the Middle East.
Middle East as a gateway to Africa
Beyond the GCC, NBR Cooling views Dubai and Sharjah as critical springboards for accessing African markets. Abbase highlighted the region’s logistical advantage and its role as a natural trading hub. “The good thing about Dubai and Sharjah is that we can tap the Africa market very easily from here,” he said.
On the business front, the company has closed the financial year on a positive note, driven primarily by strong domestic performance. “This financial year was very good for us, especially after getting new vehicle manufacturer clients in India,” Abbase said. While exports currently form a smaller share of the company’s overall turnover, they are steadily gaining importance within NBR Cooling’s growth roadmap.
To accelerate this transition, the company is stepping up its international exposure through additional trade fairs. “We are continuously taking steps to increase exports. This year we are participating in more expos, including Riyadh and Frankfurt,” he said, signalling a more structured push into overseas markets.
Expanding the portfolio and sharpening the India advantage
One of NBR Cooling’s key differentiators today is the breadth of its product portfolio. What began as a radiator-focused business has evolved into a comprehensive cooling systems supplier. “Initially, we were only manufacturing radiators. Now we have radiators, condensers, bar and heat exchangers, micro channel heat exchangers, fan shrouds, and everything required for a complete cooling system,” Abbase explained. This expansion has also been accompanied by a strong emphasis on flexibility. “Any kind of customisation required by the customer, we are ready to do it.”
When it comes to competing in global markets, Abbase did not shy away from highlighting the uneven playing field Indian manufacturers face, particularly against Chinese players. High exhibition costs and limited government support remain persistent hurdles. “It is very expensive to exhibit internationally, and we are not getting all the support from the government. In China, the government fully supports companies – they don’t have to spend a penny,” he said, calling for stronger institutional backing to help Indian exporters compete more effectively.
Despite these challenges, NBR Cooling believes India’s growing reputation for quality and reliability is a major advantage, especially in the GCC. “From India, it takes only seven to eight days to ship a container here. Policies and customs processes between India and Dubai are also better,” Abbase observed. He added that customers in the region increasingly prefer Indian suppliers. “In the GCC, Indian companies are preferred over China because of trust and reliability.”
Looking ahead, the company remains confident about sustaining its upward trajectory. Abbase revealed that NBR Cooling achieved around 35 percent overall growth during the year and expects further improvement as exports scale up gradually. “We are increasing our exports day by day, and we are hoping to do even better next year,” he said.
With an expanded product range, improving export readiness, and a pragmatic understanding of global market realities, NBR Cooling appears firmly focused on building durable, long-term relationships rather than chasing short-term volume. Its presence at Automechanika Dubai reflects a steady, capability-led approach to global growth – one that aligns well with the evolving expectations of international aftermarket customers.