MUSCAT : Founded in August 2020, Musalih is carving a niche in Oman’s home maintenance sector, estimated to be worth RO 200 million annually. By tapping into this lucrative market, Musalih seeks to retain economic resources within the Sultanate, countering a market historically dominated by expatriates.

Sultan Al Zadjali, CEO of Musalih, points out that the market size is over RO 200 million and how pivotal it is to retain the capital by localizing the efforts to ensure that the economic cycle remains within Oman.

In collaboration with the Ministry of Labour, Petroleum Development Oman, and the National Training Program, Musalih has trained over 600 technicians to date. By 2030, the company aims to onboard 5,000 freelancers and expand its service portfolio to include refrigerator repairs, roadside assistance, and gardening.

Despite its achievements, Musalih faces challenges in shifting customer preferences, as many still opt for expatriate technicians. To address these concerns, the platform has implemented a transparent pricing model, competitive tariffs, and a 30-year warranty on all services, which Sultan pointed out in a crucial panel discussion on the Future of SMEs at the TAS Conclave 2024.

Currently operating in six governorates, including Muscat and Al Batinah, Musalih is rapidly expanding its geographical reach and service offerings. Customers can request services through a mobile app, website, or WhatsApp.

By blending innovation, localization, and economic impact, Musalih is a business success story that is vital to Oman’s SME movement, shaping the future of the Sultanate’s service industry.

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