Vara
Vara is an Iraq-based exclusive distributor of DEVELON, Bobcat, BOMAG, Valtra, Zetor, and other international heavy equipment and agricultural machinery brands, serving construction, agriculture, and government customers through six branches across Iraq and Kurdistan Region.
- Company typePrivate
- Founded2007
- HeadquartersErbil, Iraq
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Vara does
Vara for general & automobiles trading Co. Ltd, operating as Vara Company, is an Iraq-based privately held exclusive distributor of international heavy equipment, agricultural, and road-construction machinery brands, founded in 2007 in Erbil by CEO and owner Haidar Mawlood. The company holds exclusive distributorship rights for DEVELON (formerly Doosan), Bobcat, BOMAG, Valtra, Zetor, Hyundai Doosan Engine, Komac, and Handok across Iraq, operating through six branches spanning Erbil (headquarters plus the VAM agricultural subsidiary), Sulaymaniyah, Kalak/Khabat, Baghdad, and Basra.
Vara generates revenue across five streams: one-time equipment sales of excavators, loaders, compact equipment, road machinery, tractors, generators and attachments; transaction-based spare parts distribution through the largest Parts Distribution Center in Erbil; recurring service and maintenance contracts with on-site engineering coverage; short- and long-term equipment rental with bundled maintenance; and in-house attachment manufacturing (buckets, grapples, forks) via blacksmithing workshops at Erbil headquarters. Pricing is quote-based and transacted in Iraqi Dinars, with no public price list.
The customer base is concentrated in three primary verticals: construction contractors, agriculture operators, and government organizations at federal and municipal levels. Notable customers include Mosul Municipality Ministry (37 Zetor tractors delivered September 2025) and humanitarian/development NGOs such as FSD. Marketing and customer engagement are driven by direct field sales, attendance at international trade shows including Bauma and the Baghdad International Fair, participation in OEM dealer meetings, and diplomatic/cultural events across consulates in Iraq. Vara has been recognized as Best Partner of the Year 2022 for Aftermarket by Hyundai Doosan Infracore and honored by Bobcat's senior management in 2024, and holds the highest market share for most Bobcat products in the country.
Vara firmographics
Firmographics- Name
- Vara
- Legal name
- Vara for general & automobiles trading Co. Ltd
- Website
- https://varamachinery.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vara is an Iraq-based exclusive distributor of DEVELON, Bobcat, BOMAG, Valtra, Zetor, and other international heavy equipment and agricultural machinery brands, serving construction, agriculture, and government customers through six branches across Iraq and Kurdistan Region.
- Ownership category
- akta.pro rank
Where Vara is headquartered
LocationHeadquarters
- HQ city
- Erbil
- HQ country
- Iraq
- HQ region
- Middle East
Offices6 records
Markets served
Vara business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Equipment Sales: Sale of heavy equipment including excavators, loaders, tractors, road machinery, generators, and attachments from authorized brands Develon, Bobcat, Bomag, Valtra, Zetor, and others
- Spare Parts Distribution: Providing spare parts for customers who need parts replacement to operate their machines with high productivity and efficiency through the largest Parts Distribution Center (PDC) in Erbil
- Service and Maintenance: Service contracts, periodic maintenance, checkup campaigns, and warranties for heavy equipment. Experts cover and fix heavy equipment in workshops as well as reaching customer sites
- Equipment Rental: Machines rental and maintenance contracts for long/short term for customers and companies who need to complete projects without worrying about machine needs
- In-house Attachment Production: Producing different types of attachments in house such as Buckets, Grapples, Forks using blacksmithing workshops with modern devices and tools at headquarters in Erbil
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for heavy equipment and machinery |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Vara product offering
Product offeringCore offering
Vara is the exclusive authorized distributor in Iraq for multiple international heavy equipment and agricultural machinery brands including DEVELON (formerly Doosan), Bobcat, BOMAG, Valtra, Zetor, Komac, and Handok. Its core activities are sales, spare parts distribution from the largest Parts Distribution Center (PDC) in Erbil, after-sales service and maintenance contracts, equipment rental, and in-house production of attachments (buckets, grapples, forks) via Blacksmithing workshops at the Erbil headquarters.
Product overview
Vara Company for Machinery Trading is an exclusive distributor of heavy equipment, agricultural machinery, and construction equipment brands in Iraq. The product portfolio centers on distributed international brands including DEVELON (formerly Doosan) heavy equipment (excavators, wheel loaders, articulated dump trucks), Bobcat compact equipment (skid-steer loaders, compact excavators, backhoe loaders, telehandlers), BOMAG road machinery (asphalt rollers, pavers, compactors, cold planers), VALTRA tractors, and Doosan Portable Power (generators, light towers, air compressors). Additionally, Vara distributes KOMAC hydraulic breakers, HANDOK hydraulic components, and YBS seal kits. The company also produces in-house attachments (buckets, grapples, forks) through its blacksmithing workshops. Operations encompass sales, spare parts supply, service/maintenance, and equipment rental for government and private organizations across Iraq.
Differentiator
Problem solved
Functional benefit
Brands
- VARA Agriculture Machinery (VAM): Agricultural machinery division, authorized distributor of Zetor tractors in Iraq
Products and services
- DEVELON (formerly Doosan) Heavy Equipment Distribution Exclusive Iraq distribution of DEVELON heavy equipment including excavators, wheel loaders, articulated dump trucks (ADT), spare parts, and attachments for construction and infrastructure customers.
- Bobcat Compact Equipment Distribution Exclusive Iraq distribution of Bobcat compact equipment lines including skid-steer loaders, compact excavators, backhoe loaders, telehandlers, telescopic handlers, attachments, and spare parts.
- BOMAG Road Machinery Distribution Dealership of BOMAG road construction equipment in Iraq including asphalt rollers, pavers, single drum rollers/soil compactors, and cold planers for road and earthworks projects.
- Valtra Tractor Distribution (VAM) Distribution of Valtra agricultural tractors in Iraq through VARA Agriculture Machinery (VAM) for farming and agricultural operations.
- Zetor Tractor Distribution and Trailer Bundling (VAM) Authorized distribution in Iraq of Zetor Global 2175 tractors and in-house manufactured trailers, bundled as a complete agricultural fleet package through VAM. Highlighted by the September 2025 delivery of 37 units to Mosul Municipality Ministry.
- Komac Hydraulic Breakers Distribution Distribution of Komac hydraulic breakers and spare parts in Iraq for demolition and construction applications.
- Handok Hydraulic Pump and Motor Distribution Distribution of Handok hydraulic pumps and motors in Iraq for heavy equipment hydraulic systems.
- Doosan Portable Power Equipment Distribution Exclusive distribution of Doosan portable power products in Iraq including generators (G20-G640), light towers, and air compressors for construction, industrial, and backup power applications.
- Spare Parts Distribution (PDC Erbil) Distribution of OEM spare parts for distributed brands from the largest Parts Distribution Center (PDC) in Erbil, with delivery dispatched to customer locations across Iraq.
- After-Sales Service and Maintenance Contracts Warranties, periodic maintenance, checkup campaigns, service contracts, and on-site repair covering workshop and customer-site service across Iraq. Includes long/short-term machine rental with maintenance contracts.
- In-House Attachment Production (Blacksmithing) Production of equipment attachments including buckets, grapples, and forks at Blacksmithing workshops at Vara HQ in Erbil using modern devices and tools for in-house manufacturing.
- Specialty Machine Modification Services Custom modification of heavy equipment such as remote-control conversion of Bobcat S450 for humanitarian and hazardous-environment operations; delivered to NGOs such as FSD for rubble clearance in post-conflict areas of Iraq.
- L28 Small Articulated Loader (SAL) Market Introduction First-of-its-kind introduction in Iraq and the Middle East of the Bobcat L28 Multi-Purpose Small Articulated Loader (SAL).
Quantifiable outcome
- Highest market share for most of Bobcat's products in Iraq
- +1 more outcomes
Companies that use Vara
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Vara technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Vara partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Hyundai Doosan EnginecoreHyundai Doosan Engine dealership for generator supply and OEM generator set production in Iraq. Contract signed in March 2023. Named Best Partner of the Year 2022 for Aftermarket by Hyundai Doosan Infracore.
- BOMAG (Fayat Group)coreDealership for BOMAG products in Iraq including asphalt rollers, pavers, single drum rollers, and cold planers. Agreement signed at end of 2020, with visit to BOMAG headquarters in Boppard, Germany in 2022.
- FSD (Fashion for Social Development)minorHumanitarian collaboration where Vara modified a Bobcat S450 machine with remote control capabilities for FSD to clear rubble in neighborhoods affected by ISIS. Vara provided machine modification, training sessions, and achievement certificates for FSD field operators.
- Develon (formerly Doosan)coreExclusive distributor of Develon (formerly Doosan) products in Iraq including heavy equipment, excavators, loaders, ADT, spare parts, and attachments. Also exclusive distributor of Doosan portable power products including generators, light towers, and air compressors.
- BobcatcoreBobcat's exclusive partner in Iraq distributing mini excavators, handlers, loaders, spare parts, and attachments. Holds highest market share for most of Bobcat's products in the country.
- ValtracoreDistributor of Valtra tractors in Iraq through VARA Agriculture Machinery (VAM)
- ZetorcoreVARA Agriculture Machinery (VAM) is the authorized distributor of Zetor in Iraq, distributing Zetor Global 2175 tractors with trailers manufactured in-house.
- KomacminorDistributor of Komac hydraulic breakers and spare parts in Iraq
- HandokminorDistributor of Handok hydraulic pump and motor products in Iraq
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
Vara competitors and assessment
Company assessmentDirect peers
- Mushrif Trading & Contracting: Kuwait-based heavy equipment, construction materials, and contracting group that distributes international equipment brands. Comparable multi-brand distribution plus in-house contracting that consumes its own equipment, similar to Vara's mix of distribution and operational deployment.
- Jaidah Group: Qatar-based industrial group with exclusive distribution rights for multiple international heavy equipment and construction brands serving Qatari government and private customers. Closely mirrors Vara's exclusive-distributor, multi-brand, government-tilted profile in a single national market.
- Yusuf Bin Ahmed Kanoo (Kanoo Machinery): Long-standing GCC industrial conglomerate with a heavy equipment and machinery distribution division operating across the UAE, Bahrain, Saudi Arabia, and other regional markets. Most directly comparable to Vara as a multi-brand exclusive distributor serving construction, industrial, and government customers across the Middle East.
- Zahid Group (Zahid Tractor & Heavy Machinery): Saudi Arabia's authorised Caterpillar heavy equipment distributor and a long-established exclusive dealer serving construction, infrastructure, and government customers. Closely analogous to Vara in business model: exclusive OEM principal, multi-branch coverage, and heavy government-customer exposure.
- Mustafa Sultan (MS Group): Kuwaiti group distributing heavy equipment, power systems, and industrial machinery through exclusive dealership arrangements, with parts, service, and rental operations. Closely comparable to Vara in product mix (excavators, generators, construction equipment) and aftermarket-led business model.
- Arabian Auto Agency (AAA): Saudi Arabia's exclusive distributor for multiple heavy equipment and automotive brands with extensive parts, service, and rental operations. Shares Vara's model of exclusive OEM partnerships plus full aftermarket service infrastructure across a national territory.
Broad incumbents
- Al-Futtaim Group (Al-Futtaim Auto & Machinery): Major diversified UAE-based conglomerate that distributes heavy equipment and automotive brands across the Middle East, including Bobcat and other OEMs that overlap with Vara's portfolio. Wider portfolio of businesses makes it a broad incumbent rather than a focused equipment distributor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vara social profiles
Digital presenceVara financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vara leadership team
Management profileNumber of profiles
Profiles1 record
Vara subsidiaries and ownership
Company hierarchySubsidiaries1 record
Vara funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vara M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vara
What does Vara do?
Vara is the exclusive authorized distributor in Iraq for multiple international heavy equipment and agricultural machinery brands including DEVELON (formerly Doosan), Bobcat, BOMAG, Valtra, Zetor, Komac, and Handok. Its core activities are sales, spare parts distribution from the largest Parts Distribution Center (PDC) in Erbil, after-sales service and maintenance contracts, equipment rental, and in-house production of attachments (buckets, grapples, forks) via Blacksmithing workshops at the Erbil headquarters.
Is Vara a public or private company?
Vara is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vara founded?
Vara was founded in 2007. It employs 101 to 250 people.
Where is Vara based?
Vara is headquartered in Erbil, Iraq, in the Middle East region.
How does Vara make money?
Five revenue lines are on record. Equipment Sales are the primary driver. The others are spare Parts Distribution, service and Maintenance, equipment Rental and in-house Attachment Production.
Who are Vara's main competitors?
Direct peers on record are Mushrif Trading & Contracting, Jaidah Group, Yusuf Bin Ahmed Kanoo (Kanoo Machinery), Zahid Group (Zahid Tractor & Heavy Machinery), Mustafa Sultan (MS Group) and Arabian Auto Agency (AAA). Al-Futtaim Group (Al-Futtaim Auto & Machinery) is listed as a broad incumbent.
Does Vara have an API?
No public API is recorded for Vara.