The mega sale of eXtra, claimed to be the Middle East’s largest consumer electronics and home appliances, which kicks off on Sunday, offers discounts of up to 50 percent on a huge variety of leading international brands.
Now in its ninth year, the eXtra mega sale has become a “major fixture in the region’s retail calendar, attracting nearly 1.5 million visitors through the showrooms and almost 500,000 through the company’s website in 2012, and this figure is set to grow this year.
The mega sale is taking place at all 34 eXtra stores across the Kingdom, as well as in the company’s outlets in Oman and Bahrain for the first time.
“This year’s sale has reductions on a huge variety of leading international brands. Last year, we came tantalizingly close to attracting two million visitors and we hope to smash this barrier in 2013 by offering some truly incredible offers,” said Karim Manssour Dahbi, CEO, United Electronics Company (eXtra). “We are also delighted to be bringing the mega sale to Bahrain and Oman for the first time as we continue the international expansion of the eXtra brand from our home base here in Saudi Arabia.”
Mujeeb Hazzaa, commercial director, United Electronics Company (eXtra), added: “The mega sale is an opportunity to thank our millions of customers across the Kingdom by offering huge discounts on their favorite products and brands. Our customers can take advantage of these offers by visiting our showrooms or through the company website. The festival will offer products at record prices for the first time, making this year the best and biggest ever mega sale event.”
Currently, eXtra provides the over 12 million customers it serves annually with more than 12,000 world-leading products. The company ranks first in the Kingdom’s consumer electronics sector in terms of the number of stores and products it offers.
eXtra mega sale offers up to 50% discounts
eXtra mega sale offers up to 50% discounts
More crop per drop: NADEC and EF Polymer deploy breakthrough technology to cut agricultural water use by 40%
Following a strategic technology-scouting framework led by Universal Materials Incubator, the National Agricultural Development Company has entered into a partnership to launch large-scale field trials of EF Polymer, marking a significant step in deploying deep-technology solutions to strengthen the Kingdom’s food and water security.
The collaboration initiates field trials of EF Polymer’s proprietary solution — a 100 percent organic, biodegradable powder that performs like a “soil battery” upcycled from food waste. Engineered to address water scarcity in arid and semi-arid regions, the material can absorb up to 50 times its own weight in water and gradually release moisture directly to plant roots. This mechanism has the potential to reduce irrigation water use by up to 40 percent, while enhancing crop yield and long-term agricultural productivity.
Beyond water efficiency, EF Polymer improves nutrient retention by minimizing fertilizer leaching, thereby reducing overall fertilizer requirements. After approximately one year in the soil, the material fully biodegrades into organic carbon, organic matter, and trace nutrients such as magnesium, calcium, and nitrogen — contributing directly to improved soil health and long-term fertility.
The solution is affordable, easy to apply, and suitable for a wide range of crops, making it viable both for individual farmers and for industrial-scale agricultural operations such as NADEC’s.
EF Polymer has already achieved significant commercial adoption across multiple global markets, including Japan, the US, India and Turkiye, where it is actively used by farmers and agribusiness operators to improve water efficiency, soil health, and crop resilience under varying climatic conditions.
Its organic credentials are certified by OMRI and Ecocert, reinforcing its alignment with sustainable and regenerative agricultural practices.
The stakes for this alliance are high. By 2030, global freshwater demand is projected to exceed supply by 40 percent. In Saudi Arabia, the challenge is localized but intense: the agricultural sector alone consumes approximately 11.4 billion cubic meters of water annually. This partnership underscores NADEC’s commitment to adopting innovative, scalable technologies that conserve natural resources while supporting resilient food systems across the Kingdom.
Mohamed Al-Rajhi, VP of supply chain sector at NADEC, said: “Strategic agriculture today requires a long-term commitment to soil health and resource circularity. NADEC is leading the shift toward regenerative practices that restore our natural capital rather than merely consuming it. By diversifying our crop portfolio and investing in closed-loop nutrient management, we are insulating our operations against global price volatility and environmental shifts.”
“We are aggressively deploying AI-driven irrigation systems and satellite-based crop monitoring to optimize every drop of water and every hectare of land. This strategic pivot toward agri-digitization allows us to mitigate climate risks in real-time while significantly reducing our carbon footprint. Our commitment to sustainability is our greatest competitive advantage, ensuring that NADEC remains the cornerstone of the Middle East’s agri-food sector for decades to come. These trials focus on strategic scalable crops like wheat and olive trees to ensure the future of the Kingdom’s food security is both sustainable and locally rooted,” he added.
Strategic trial milestones:
- Wheat: Trials have commenced to demonstrate water retention in this water-intensive crop.
- Olive and blueberry: Specialized testing is scheduled for March to evaluate yield improvements and nutrient efficiency.
This collaboration supports Saudi Vision 2030 goals of reducing non-renewable groundwater use by 90 percent.
