In Quiet Glimpses
2023
Paredes’ portraits reflect the ripple effect of successful business, that unifies generations across diverse migrant backgrounds and nationalities. The people photographed, from Taqeef's most senior employees, their loyal dealers, to their first customers.
“During these brief moments as photographer and subject, they welcomed me into their homes, offices, and stores; while language put a barrier between us, our simple gestures were enough to create a sense of warmth.”
The adoption of machines in the daily lives of a growing nation can often be overlooked, and along with it the formative stories of those behind the scenes.
Tariq Al Ghussein
CEO at Taqeef
Palestinian
When I was a boy - in the days before third party data collection - we’d calculate O General’s market share by hand. Getting to take part in ‘the count’ was a big event for me, walking around the buildings in Abu Dhabi and tallying brand names and numbers was my first taste of O General; their share was always 70% or more. In fact, even their AC boxes were popular as they, like the units, were so robust. It was common for the municipality refuse collectors in Abu Dhabi to repurpose the window AC boxes into containers, so every morning you’d see the iconic OG logo flooding the streets on your way to school.
Haj Saleh Al Qaisi
Owner at Al Shaab
Yemeni
In 1975, I purchased my first O General window AC. It’s impressive that there’s still a demand for the window AC even after all these years and technology developments. I still recall how O General transformed the lifestyle of locals in Fujairah.
Haj Yaeesh Al Zabaidi
Owner at Yaeesh Al Zabaidi Electronics
Yemeni
I'm proud to say that I've had 40 years of successful business with O General and Taqeef, and I’ve felt like their business partner since 1992. We’ve expanded our business since to double its size and opened a new branch in Bani Yas. Despite huge industry developments, there’s still a high demand for window ACs. In fact, some locals don't even say "air conditioner," they simply say, "I need O General." My son, Mohamed, is now operating the business, and is excited about product developments over the past decade. He believes that the inverter series will be the main product in the coming 5 years.
Haj Naser and Haj Khames Al Nuaimi
Owners at Al Qawmya Electronics
Emirati
We began our journey with Taqeef in 1979 when we bought our first O General window AC. The excellent cooling and after-sales services helped build the brand's equity in the UAE market. The new generation, Mr. Amer and Mr. Fahd, our sons, share our excitement about the product development that has taken place over the past 50 years.
Mohamed Naomi
Owner at Al Wardah Electronics
Pakistani
In 1993, I began my journey with O General by purchasing their most efficient window AC at the time. I respect Taqeef's commitment to equality and diversity, and their trust, especially towards non-Arabs at the time. I have always been interested in their marketing, branding, and after-sales services, where I’ve enjoyed business trips to different countries, including seeing Messi play live in a stadium in Paris. Selling O General products has helped me expand my business. Over the past 30 years, I have felt like a partner in Taqeef, and I am thrilled with the product development. Our business has doubled in the last 10 years thanks to Taqeef's support in all aspects.
Obeid Rashed Obeid Alnaqbi
Retired
I have owned an ‘OG’ window AC since 1983. O General shaped a new life in the UAE. It allowed people to feel better during our hot summers. It helped build the country in its current form, which became a destination for people from all over the world to visit.
Adil Ahmad Abdullah Al Hammadi
Strategic Senior Specialist
My father bought our first window AC from O General in 1988. Growing up in the region, my family trusted O General AC, and once I bought my first home, we kept the tradition of owning such a trustworthy unit. The thing I remember most is the sound of the window AC at my parents’ house; it was like music to my ears.
Hamad Suhail Al Ameri
Emirati
My father started the tradition of using O General Window AC 40 years ago. Growing up in Al Dhafra was tough, but owning an ‘OG’ window AC made life easier. People in the region even used to say "we have O General" instead of simply saying "we have air conditioning" in our living area.
Hani Yaqoob
Owner at Alamain Center
Palestinian
My journey with O General started in 1982. I’m proud of our 40 years of successful business with Taqeef, and I feel like we are true partners in our mutual success. Taqeef's after-sales services even offered me the opportunity to visit Taqeef's factories in Japan and Thailand. Thanks to the high demand for O General products, I’ve been able to expand my business and open a new branch. I am very pleased with my daily interactions with Taqeef's team, especially in terms of their fast delivery, after-sales services, and the Coolcare warranty. Thanks to our strong collaboration and the support provided by Taqeef, I have a good reputation with some government sectors in Sharjah.
Dr. Salem Mohamad Al Ameri
Procedures Development & Improvement Manager at Dhafra Region Municipality
Emirati
My family started using O General window-type ACs after our arrival in the Al Dhafra region in 1983. O General changed the way of life in the desert for Al Bado (البدو) in the extreme weather conditions. The ‘OG’ window AC became the main topic of discussion during our gatherings at night, with everyone showing off who had a better-cooled living area. I have carried on the tradition of owning an O General AC from my father, and my children will continue this tradition for its trustworthiness and durability during extreme hot weather.
Hamid Zia Fareed Khan
Foreman — Installation
Pakistani
I’ve worked here for 26 years. First I started with Taqeef as a Technician. After that, I was promoted to foreman of the workshop and I’m still here today. I’ve completed projects with GHQ, PJC, and for the private sector. What makes me most proud is that O General has become the number one brand in air conditioning during my 25 years of working here. When customers talk to me about the best air conditioning options in the market, they do not know other brand names. When they talk, they only know O General.
Joyce Tauro
Collection Specialist
Indian
I joined in 1996 as an Executive Assistant to our CEO, Mr. Tariq Al Ghussein. I’m now a Collection Specialist in Finance. This department is the pulse of the company because it brings in money, “fulus,” and that’s a challenge because money is hard to get. I love my role because challenges keep me going. A highlight of my 26 years of work was a pilot project with the Command of Military Works. We were awarded two contracts worth 5 million each, and I still remember the contract numbers, 1497 and 1498. I have so many fond memories working here. I’m proud that O General is a household name in the UAE.
Muhammad Hanif
Driver — Warehouse
Pakistani
I worked as a driver in my home country of Pakistan before coming to the UAE in 1988. From 1988 to 1997, I worked as a farmer in AUH, and then I joined Taqeef. Starting as a labourer in Taqeef in 1997, where I worked until 2018, after which I obtained a driver's license and have been working as a driver since. It has now been 35 years. Twenty years ago, most people used window-type air conditioners for cooling, but now they switched to wall-mounted and duct types due to its high efficiency and durability, making it the most popular AC brand in the UAE.
Marap Khan Nazar Din
Driver — Installation
Pakistani
I started out as a labourer in July of 1997, and then I was promoted to driver, where I’ve stayed since. I like delivering ACs - people are always happy to see you when you arrive.
Sherif Ahmed Hanafy Mahmoud
Service Centre Supervisor
Egyptian
Since starting as a technician in November of 1996, I progressed to foreman, team leader, and supervisor. O General is a product that suits hot weather and has rapidly evolved from window ACs to split and ducted ACs, and VRF systems. In the past, all ACs were window-type, and installation had to be done in harsh climates and weather. and we were surrounded by sand and dust. Now installation methods have progressed from primitive to the latest and caught up with technological evolutions, and our refrigerant gas has become more eco-friendly.
