Our Background

Seltrade General Trading was established in 1996 with humble settings of an office in Dubai – United Arab Emirates. Since then, it has gradually grown to become a reliable trading partner for companies that are looking for a strategic advantage in the procurement and distribution of products ranging from Refrigerant Gases, Chemicals, OCTG Products, Dynamic Balancing Machines, Industrial Machinery, Instrumentation products & various HVACR spare parts.

The Company’s headquarter is based in today’s largest Commercial and Trading Hub – Dubai (United Arab Emirates), which is strategically located between Europe and the Far East and to support our activities. Seltrade Group have affiliates and branches in China, Pakistan, Saudi Arabia, Ajman, United States and Canada. Our highly experienced and qualified staff is successfully running a policy and philosophy of complete transparency by providing direct access to our Principals and Manufacturers. Our Principals always remain as prime contact to customers in any region.

We primarily serve the following market sectors:

 ♦ Oil & Gas
 ♦ Surface Coatings
 ♦ Paint Industry
 ♦ Power, Water & Cement Industries
 ♦ Manufacturing Sector


Our aim is to become recognized as a global trading partner that is recognized for its consistent product quality, its exceptional human resource capability, its customer focus, and its commitment to its partner’s needs.

Our mission is to be the region’s leading and preferred supplier of Refrigerants, Copper Coils & Tubes, Chemicals & HVACR Spares and to excel as an agent in the Middle East for our range of Balancing Machines & OCTG range on behalf of our vendors abroad through a solid commitment to product leadership, operational excellence and customer intimacy.


Integrity and Transparency

We will conduct all business transactions to the highest ethical standards. This will practically translate into: A strict adherence to the Group’s code of Fair Business Practices; always living up to commitments; and genuinely practicing what we preach.

Humility and Perseverance

We will always live up to the founders’ core values of humility and perseverance. Success will not lead to arrogance or overconfidence and setbacks will be met with perseverance and determination.

Prudent entrepreneurship

We believe that maintaining the entrepreneurial spirit of our founder and instilling it in each and every member of our team is critical for the sustainability of our success. This entrepreneurial spirit will always be coupled with the right dose of realism and conservatism to secure sustainable and profitable growth.

Financial Discipline

Seltrade is committed to continuing to live up to the standards espoused by its founder regarding financial discipline. This will be achieved through a solid commitment to keeping the Group’s entities well capitalized; maintaining a conservative financial leverage strategy; and making sure all commitments are met on time.