Company Overview

Sands International is a new age, technology driven distributor specialist headquartered in Dubai. Sands offers, focused, cutting edge, value-added distribution services to the Consumer Electronics, Information Technology & Home Appliances industry segments across the region.

Established in October 2013, Sands International enjoys a wide network of representative offices in Dubai, Abu Dhabi, Qatar and India.

Dedicated to delivering class-leading distribution services, Sands International, works closely with vendors, partners and an extensive GCC reseller network to meet the growing demands of customers.

The company operates on an SAP platform endorsed by proven 3PL partners. The after-sales services are handled by competent partners; along with service vans dedicated for quick TAT.

Sands International is proud of its ‘diverse dream team’ that comprises of the best talent from the industry while they proudly stand by their corporate mantra - “Sure, Smart, Speedy”.

CEO Profile


A Multifaceted Business Leader

Sharoon Shamsuddin, a multifaceted business leader is actively engaged in a diverse mix of industry verticals that include - Construction, Retail, F&B, ICT, Manufacturing and Distribution - across Middle East and India.

He has recently launched a distribution vertical, ‘Sands International’, a new cost efficient Consumer Electronics, Information Technology, Appliances and Telecom distribution enterprise strategically aligned with Lulu Hypermarket chains.

He oversees all aspects of the company’s extensive GCC centric operations. He is a member of the highly acclaimed family that owns the famous Lulu Hypermarket chain.

Business Philosophy

Sharoon, is aggressively looking at expanding his businesses across the GCC. He places high emphasis on building and nurturing strong human capital and which he believes is a strong enabler for strategizing and executing goals of a clearly articulated vision for all his business verticals. His business philosophies include, collaborative partnerships, win-win propositions, customer focus and engagement, driven by empowered and engaged employees. Speed, trust, efficiency and tech enabled processes are elements which drive competitive advantages in his enterprises and it is this culture that forms the DNA for his ventures.

A well-qualified professional - BE, MS, MBA.

Sharoon accomplished his schooling from Loyola in Pune, India. He completed bachelors in Mechanical Engineering from University of Pune, India, followed by a Masters in Automotive Engineering from the University of Sussex, UK and eventually completed his MBA from Imperial College, London in 2011.

Core Business

Capabilities and competencies include:

  • Serves as a value added distribution arm for major channel partners.
  • Fully functional representative offices with sales and marketing teams across GCC.
  • A wide and growing footprint for brands or products across the 108 plus Lulu outlets across GCC & India.
  • Immense potential for gap fulfillment to brands across all categories in GCC.
  • Capacity to proliferate the brand, product and services across the Lulu network – regionally or globally.
  • Efficient, cost-effective distribution across GCC.
  • Brand Management, MIS, Data Analysis, Channel Management, Business proliferation and development capabilities.