What HARROTS AUTOMATION GROUP does

Harrots Automation Group is a privately held industrial automation solutions provider headquartered in the UAE (Dubai and Ajman) with a Canadian legal entity (HARROTS AUTOMATION GROUP (CANADA) INC., Ontario Corporation No. 5000748) and additional operating presence in Toronto. The company operates as a nominated SIEMENS System Integrator and exclusive Honeywell partner, distributing and integrating industrial automation, control, electrical, and process instrumentation products across the MENA region, including Iraq, Bahrain, Egypt, UAE, Oman, Saudi Arabia, Libya, and Ghana. Its customer base spans oil and gas, cement, steel, power generation, manufacturing, and selectively food and beverage and pharmaceutical sectors, with reference projects including a 100,000 barrel/day refinery in Iraq, a 2x 500 MW combined-cycle power plant in Libya, and full steel mill automation.

The company's core technology offering is built around SIEMENS and Honeywell product ecosystems, including SIMATIC S7-1200/1500/300 PLCs, ET-200 distributed I/O, SIMATIC SCADA, Sinamics variable speed drives, Simotics motors, low and medium voltage circuit breakers, and Honeywell ControlEdge controllers (HC900, PLC, PCD, RTU2020), C300 controllers, MasterLogic, field instruments, process instruments, and gas measurement solutions. Communication is handled via Profinet, Profibus-DP, HART, and Modbus protocols. Harrots provides end-to-end services including engineering, system design, procurement, commercial and financing, and logistics, layered on top of its product distribution role.

The business model combines three revenue streams: hardware resale of SIEMENS and Honeywell products, professional services for system integration and engineering, and commercial/financing support for procurement. Go-to-market is a hybrid of direct enterprise sales to large industrial clients, channel partnerships with regional distributors (TECHNOMAK in UAE, Saudi International Co. in KSA), and an e-commerce platform co-developed with Siemens launched in September 2024. The company has 11-50 employees and is led by CEO Sam Hosseini, with no disclosed institutional investors or external funding.

Name

HARROTS AUTOMATION GROUP

Legal name

HARROTS AUTOMATION GROUP

Website

https://harrotsgroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Harrots Automation Group is a private UAE-based industrial automation solutions provider and exclusive MENA distributor for SIEMENS and Honeywell, delivering PLCs, DCS, SCADA, and engineered system integration services to oil and gas, cement, steel, and power generation customers across 8+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Dubayy

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Industrial Automation Product Sales: Distribution and resale of SIEMENS and Honeywell industrial automation products including PLCs, circuit breakers, motors, variable speed drives, instrumentation, and control systems. Products range from low voltage to medium voltage equipment for industrial applications.
2. System Integration and Engineering Services: Engineering, system design, procurement, installation, and commissioning services for industrial automation projects including DCS, control systems, and process automation implementations across oil and gas, cement, steel, and manufacturing sectors.
3. Commercial and Financing Services: Commercial and financing solutions supporting customer procurement needs for industrial automation projects in the MENA region.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

HARROTS AUTOMATION GROUP is an Electrical Automation Solution Provider firm that distributes Siemens and Honeywell industrial automation and control products across the MENA region. The company delivers engineering, system design, procurement, commercial, financing, and logistics services as a nominated Siemens System Integrator and registered Honeywell partner, targeting oil & gas, cement, steel, power generation, and manufacturing customers.

Product overview

HARROTS AUTOMATION GROUP is an Electrical Automation Solution Provider firm distributing Siemens and Honeywell industrial automation and control products in the MENA region. The portfolio includes two main brand ecosystems: Siemens products spanning Low Voltage Products (circuit breakers, motor control, control & signaling, power monitoring, soft starters, enclosure accessories), Medium Voltage Products (circuit breakers, vacuum contactors, protection relays), Automation Products (Variable Speed Drives under the Sinamics family, PLCs including SIMATIC S7-1200/1500/300 and ET-200 series, SCADA systems), and Motors (Simotics three-phase motors); and Honeywell products covering Control Solutions (MasterLogic controllers, ControlEdge HC900/PLC/PCD/RTU2020, C300 controller, HMI), Field Instruments (pressure, temperature, flow, level, wireless transmitters), Process Instruments (modular controllers, analytical, actuators, recorders, Trendview), and Gas Measurement solutions (meters, regulators, ENCAL3000, ultrasonic meters, MEASUREMENT IQ). The company provides engineering, system design, procurement, commercial/financing, and logistics services to industrial customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Siemens Low Voltage Circuit Protection Devices Distribution of Siemens low voltage circuit breakers and switch disconnectors including Air Circuit Breakers (3WA/3WJ series, 630A-6300A), Miniature Circuit Breakers (0.3A-125A), Moulded Case Circuit Breakers (3VA/3VJ series, 16A-1600A), Residual Current Circuit Breakers, Switch Disconnectors (16A-2000A), and Transfer Switches (16A-6300A) for industrial electrical protection applications.
• Siemens Motor Control Products Distribution of Siemens motor control devices including Motor Protection Circuit Breakers (0.1A-100A, up to 100kA), Contactors (7A-820A), Overload Relays (0.11A-630A), and Soft Starters (3RW series, 5.5kW-1200kW) for industrial motor management and protection.
• Siemens Control and Signaling Devices Distribution of Siemens control and signaling devices including SIRIUS relays (timing, monitoring, coupling, plug-in, power relays), Push Buttons and Indicator Lights (3SB2 series), Position Switches, and SITOP Power Supplies (Advanced, Standard, Basic variants) for command and signaling applications.
• Siemens Medium Voltage Products Distribution of Siemens medium voltage products including Circuit Breakers (12kV-24kV, 800A-4000A, up to 40kA), Vacuum Contactors (7.2kV-15kV, 450A), and Protection Relays for power system protection and control applications.
• Siemens Automation Systems (PLCs, SCADA, VSDs) Distribution of Siemens automation products including SIMATIC S7-1200 PLC (basic controller), SIMATIC S7-1500 PLC (advanced controller), SIMATIC S7-300 PLC (universal controller), SIMATIC ET-200 distributed I/O series, SIMATIC SCADA software, and Sinamics Variable Speed Drives (V/G/S families covering 0.05kW-6600kW) for industrial automation applications.
• Siemens Simotics Industrial Motors Distribution of Siemens Simotics three-phase motors with comprehensive low voltage motor range from 0.09 kW to 5,300 kW for direct mains operation or variable speed with converter operation in industrial applications.
• Honeywell Control Solutions Distribution of Honeywell control solutions including MasterLogic ML50/ML200 Controllers, ControlEdge HC900, ControlEdge PLC, ControlEdge PCD (Process Control Distributed), C300 Controller, ControlEdge RTU2020 Remote Terminal Unit, and Human Machine Interfaces (HMI) for process automation and hybrid industrial applications.
• Honeywell Field Instruments Distribution of Honeywell field instrumentation portfolio including pressure, temperature, flow, level, and wireless transmitters with cost-efficient and flexible model selection for industrial measurement applications.
• Honeywell Process Instruments Distribution of Honeywell process instruments including Modular Controllers, Analytical Instruments, Controllers, Actuators, Recorders, and Trendview for improved decision-making and efficient plant operations.
• Honeywell Gas Measurement Solutions Distribution of Honeywell gas measurement solutions including gas measurement systems, gas pressure regulators, ENCAL3000 Prochain, ultrasonic gas meters, and Measurement IQ for gas from wellhead to burner tip applications.
• Honeywell Versatilis Handheld Devices Distribution of Honeywell Versatilis handheld devices for configuring, calibrating, monitoring, and diagnosing universal HART, Modbus, and Honeywell DE devices in industrial applications.
• Industrial Automation Engineering and System Integration Services End-to-end engineering, system design, procurement, installation, and commissioning services for industrial automation projects including DCS, PLC, SCADA, control systems, and process automation implementations across oil and gas, cement, steel, power generation, and manufacturing sectors in the MENA region.
• Harrots E-Commerce Platform Official Harrots e-commerce platform launched in partnership with Siemens for the MENA region, providing direct online access to Siemens electrical products and Smart Infrastructure solutions.

Quantifiable outcome

• Successful delivery of automation projects for 100,000 barrel/day refinery capacity
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered strategic and core.

• Saudi International Co.strategicChannel Partner/ Reseller/ Distributor · 2 April 2024HARROTS announced the inaugural delivery of SIEMENS products in Jeddah through partnership with Saudi International Co., one of the largest EP distributors in KSA. The partnership specifically targets consumers in the food and beverage and pharmaceutical industries.
• TECHNOMAKstrategicChannel Partner/ Reseller/ Distributor · 15 February 2024HARROTS announced the first delivery of Honeywell in UAE, partnering with TECHNOMAK, one of the biggest system integrators in the UAE. The partnership focuses on providing Honeywell Safety systems to TECHNOMAK's industrial customers in the UAE market.
• HoneywellcoreTechnology or Integration · 24 January 2024HARROTS announced an exclusive partnership and collaboration with Honeywell, marking a significant milestone. The company offers Honeywell Automation, Instrumentation and Building Technology solutions. Partnership includes Honeywell Versatilis for configuring, calibrating, monitoring, and diagnosing universal HART, Modbus, and Honeywell DE devices, along with Honeywell Safety systems.
• SIEMENScoreTechnology or Integration · 14 January 2024HARROTS is a nominated SIEMENS System Integrator for Project in Automation and Control in Middle East and North Africa region. The company specializes in SIEMENS PLC Systems (S7-300, S7-1500, S7-1200), PC-Based automation, Process Automation (S7-400 and PCS7), Process Instrumentations, and Motion Control Systems. The partnership includes training programs and e-commerce platform development for the MENA region.
• World Gate – General TradingstrategicImplementation/ SI/ Consulting Partner · 14 January 2024HARROTS announced their first-ever Honeywell project in Iraq, partnering with World Gate – General Trading to supply products for the DNO project. The company provided Honeywell Versatilis for configuring, calibrating, monitoring, and diagnosing HART, Modbus, and Honeywell DE devices.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Honeywell: One of HARROTS' two core principal vendors. Operates direct enterprise sales channels in MENA for DCS, safety systems, instrumentation, and building technology that overlap with — and could compete against — HARROTS' own distribution and integration business.
• Emerson Electric: Global process automation and DCS incumbent (DeltaV). Direct comparable to HARROTS' Honeywell DCS and process instrumentation practice, competing for control system mandates in refineries, gas processing, and power plants across MENA.
• ABB: Global broad-line industrial automation and electrical equipment incumbent. Competes with the Siemens/Honeywell portfolio HARROTS distributes and was explicitly named as a HARROTS collaborator at ADIPEC 2023 for projects in Iraq, Bahrain, and Egypt.
• Siemens: HARROTS' other core principal vendor. Operates direct enterprise sales and digital channels (including the platform HARROTS uses) for industrial automation, drives, motors, and electrical products across MENA — overlapping with HARROTS' distribution and integration services.
• Schneider Electric: Global broad-line industrial automation, PLC, drives, and electrical distribution incumbent. Directly comparable product portfolio (PLCs, VSDs, motor control, power monitoring) competes head-to-head with the Siemens portfolio HARROTS distributes across MENA.

Direct peers

• Rockwell Automation: Global PLC, drives, and industrial automation specialist. Direct comparable to HARROTS' Siemens automation practice, competing for the same factory automation and process control mandates in oil & gas, cement, and power generation.
• Mitsubishi Electric: Global factory automation, PLC (MELSEC), VFD, and motion control vendor. Comparable to HARROTS' Siemens automation portfolio, competing for similar industrial automation mandates in cement, steel, and manufacturing.
• TECHNOMAK: One of the largest system integrators in the UAE. Directly comparable as a Honeywell/Siemens system integrator serving industrial customers in the UAE and broader MENA region, and is also a HARROTS channel partner — a competitor-collaborator relationship that mirrors HARROTS' market position.
• Yokogawa Electric: Global DCS and process automation specialist (CENTUM). Competes with HARROTS' Honeywell DCS and Siemens PCS7 practice for process automation projects in oil & gas, petrochemicals, and power generation in MENA.

Regional players

• Wärtsilä: Finland-headquartered power generation and marine technology company with strong MENA presence. Comparable as a provider of automation, control, and electrical systems integrated into power generation and industrial plants across the same oil & gas, cement, and power markets HARROTS serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/harrots-automation-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HARROTS AUTOMATION GROUP