United Brothers for Engineering Industries Launches “60 Years of Trust… and Still Going Strong” Campaign Ahead of 2026 Expansion
Comprehensive Training Program Supports Growth Strategy and Engineering Excellence
United Brothers for Engineering Industries, owner of the Siltal brand, has officially launched its new corporate campaign titled “60 Years of Trust… and Still Going Strong,” marking more than six decades of leadership in the Egyptian engineering industries market.
As part of its forward-looking strategy, the company is implementing an intensive training program aimed at strengthening employee capabilities and sustaining high standards of operational excellence in preparation for major expansions planned for 2026.
Targeted Training to Enhance Customer Service and Operational Performance
The comprehensive program targets department heads and key teams across customer service, maintenance, after-sales services, and sales, with the objective of improving efficiency, professionalism, and overall performance.
This initiative aligns with United Brothers’ growth objectives, ensuring teams are fully prepared to support the company’s expanding footprint and evolving customer expectations.
Leadership Commitment to Professionalism and Service Quality
Under the leadership of Chairman Dr. Hatem Raslan, United Brothers for Engineering Industries is reinforcing its commitment to fast response times, high-quality service, and superior client support.
The training reflects the company’s long-term vision of enhancing the customer experience while maintaining its reputation for reliability and engineering excellence.
Odoo System Training to Boost Workflow and Productivity
A core component of the program focuses on training employees to use the Odoo system, a fully integrated business management platform.
The initiative aims to streamline workflows across departments, increase operational efficiency, and foster a flexible, organized work environment that maximizes productivity while prioritizing employee comfort.
Sales Training and Factory Tours Build Product Knowledge and Trust
United Brothers also organized a dedicated training and orientation day for sales representatives from Cairo, Giza, and all Egyptian governorates.
The sessions focused on deepening understanding of product specifications, introducing the latest Siltal products, and ensuring sales teams can offer accurate, reliable consultations to customers.
The program included a guided factory tour, allowing participants to observe the different stages of production firsthand—further strengthening confidence in product quality and reinforcing the credibility of information shared with clients.
2026 Strategy: Advanced Products and Market Expansion
These initiatives are fully aligned with United Brothers’ 2026 strategy, which includes launching a new generation of upgraded products featuring enhanced quality and advanced technologies.
Achieving this vision requires a well-prepared workforce and effective customer communication to ensure successful market penetration across Egypt.
Major Retail Expansion for the Siltal Brand
Dr. Hatem Raslan also announced an ambitious expansion plan for the Siltal brand, targeting major retail outlets in Cairo, including B.Tech, Cairo Sales, Egyptian Markets on Abdel Aziz Street, and Mazaya.
A broader nationwide expansion covering all Egyptian governorates is set to be unveiled in early 2026, aiming to make Siltal products more accessible and readily available to customers across the country.
“60 Years of Trust… and Still Going Strong” Marks a New Era
Dr. Raslan emphasized that this new phase builds on over 60 years of customer trust, positioning United Brothers for a new era of development, quality, and expansion.
The slogan “60 Years of Trust… and Still Going Strong” will headline the company’s upcoming marketing campaign, reflecting both its legacy and its future ambitions in the Egyptian market.
