Sagar Sales

The Foundation, The Pioneer, The Brand (Kedija)

Sagar Sales is the foundational entity of the entire UH Group, established in 1988. While it has undergone strategic transformations to enable the Group’s immense growth, it has re-emerged as a powerful, independent sales and marketing unit, specializing in its proprietary brand, Kedija.

From Genesis to Strategic Split

Sagar Sales began the journey on B.H. Road as a single retail and wholesale establishment. As product lines and inventory exploded, a crucial strategic decision was made to manage the congestion and complexity of the operations:

  1. Sagar Marketing was created to focus exclusively on the sales and distribution of general kitchenware and home essentials.
  2. Sagar Sales was retained as the Group’s dedicated Central Purchasing and Procurement Hub.

This split was vital for enabling the exponential growth of the wider UH Group.

The Re-emergence

A Competitive Sales Force

Soon after the split, the vision for Sagar Sales expanded beyond a simple procurement role. Recognizing its deep expertise in sourcing and market dynamics, Sagar Sales was strategically revitalized to re-enter the sales and marketing arena.

Today, Sagar Sales operates as a fully competitive sales and marketing company with its own distinct market identity:

The Kedija Brand

Quality and Innovation

Sagar Sales now focuses its marketing efforts on products curated and sold under its proprietary flagship brand: Kedija. The Kedija brand represents a commitment to sourcing unique, high-quality, and market-relevant products that stand out from the conventional offerings.

  • Diverse Portfolio: The products under Kedija are carefully selected, leveraging the global network of the UH Group of Import and Export to bring unique goods to the market.
  • Independent Growth: Sagar Sales now runs its own dedicated sales team, logistics, and marketing strategies, ensuring it actively competes and grows alongside other Group entities.

Dual Pillars of Procurement

To ensure maximum market coverage and specialized sourcing, the UH Group operates with a dual procurement structure:

  • Sagar Marketing has its own dedicated purchasing division focused on its high-volume kitchen and home goods.
  • Sagar Sales maintains its independent purchasing division dedicated to securing inventory for the Kedija brand, allowing for specialized sourcing and quality control.

Sagar Sales embodies the tenacious, competitive spirit upon which the entire UH Group was founded, driving market innovation through the distinct identity and quality of the Kedija brand.