Shariq Khan, CEO, Globelink International, shares how GRABIT Accessories is transforming from a distribution business into a consumer-focused technology brand built on quality, innovation and long-term value.
After spending more than three decades in the consumer electronics industry across Africa, the Middle East and beyond, Shariq Khan has built a career around understanding markets, channels and consumer behaviour. In conversation with Business Frontier, he discusses the journey behind GRABIT Accessories, the opportunities he identified in the market and the leadership principles that continue to guide his growth strategy.
What inspired the launch of GRABIT Accessories, and what gap did you see in the market?
We have been trading consumer electronics and Apple products for many years, but trading alone does not create lasting value. We wanted to build something of our own. The inspiration came when we studied the success of smartphone accessory brands in markets such as India and realised there was room for a brand that focused equally on quality, affordability and user experience. We saw a gap in the market where many products prioritised marketing over product quality. Our objective was to create accessories that people genuinely wanted to use, products that delivered strong performance without the premium price tag.
What makes GRABIT stand out in a crowded Tech accessories market?
Our focus has always been on quality, design and functionality. We do not want to be just another accessories brand. Every product is selected and developed with the customer experience in mind. Today, GRABIT offers more than 300 SKUs across categories including chargers, power banks, earphones, speakers, smartwatches and mobile accessories. We have built a strong retail presence across the UAE and continue to expand rapidly. The goal is simple: provide consumers with products that look good, feel good and perform reliably.
How do you decide which products become part of the GRABIT portfolio?
Every product goes through a detailed evaluation process. I personally review many of the products before they are introduced to the market. We work closely with leading manufacturers and factories worldwide to identify products that offer genuine value. We do not launch products in a hurry. We spend time understanding market demand, testing quality and ensuring the product meets our standards before it reaches consumers.
What are consumers looking for today, and how is GRABIT meeting those needs?
Consumers want dependable products at competitive prices. They are looking for convenience, performance and design. We started by focusing on everyday essentials such as chargers, power banks and audio devices because these are products people use daily. At the same time, we are continuously exploring new technologies, including AI-enabled and IoT-based products, to ensure we remain aligned with evolving consumer expectations.
What is your vision for GRABIT’s future growth?
The Middle East remains our primary focus and strongest market. We already have an established distribution network and strong retail partnerships across the region. Beyond that, Africa represents a significant growth opportunity, while India remains a long-term strategic market. Our ambition is to become one of the leading accessories and gadgets brands across the Middle East before expanding further. You will also see increased brand collaborations, marketing initiatives and consumer engagement as we continue building awareness.
What has been the biggest leadership lesson in your journey?
One of the biggest lessons I have learned is to stay close to the business. Leaders cannot operate only from boardrooms. They need to understand what is happening on the ground. Whether it is product development, sales or customer feedback, I believe leaders must remain actively involved. Being hands-on allows you to make better decisions and stay connected with both your team and your customers.
How would you describe your leadership style?
I believe in leading by example. If I expect commitment from my team, I must demonstrate the same commitment myself. I also believe in building strong teams. A vision may come from one person, but execution always comes from a team. Creating the right culture, empowering people and maintaining open communication are critical to achieving long-term success.
What advice would you give business leaders and entrepreneurs today?
Focus on industries and opportunities you genuinely understand. Experience matters, and understanding your market gives you a significant advantage. At the same time, surround yourself with the right people. No vision can succeed without a capable team behind it. Stay involved, stay connected to your customers and never lose sight of the value you are creating. In the end, sustainable businesses are built on consistency, quality and trust.
