Siera

Siera is a Moroccan company specializing in the manufacturing and distribution of household appliances and electronics. Based in Casablanca, it is part of the Manar industrial group.

History

The Sopar group, led by Moulay Ali Kettani, began its industrial activities in 1946 with the creation of Radelec, a company dedicated to the importation of home appliances. In 1957, Kettani founded Al Manar, a company focused on local production of radio sets. The Siera brand was born in 1963 through a joint venture with Philips to manufacture black and white televisions.
In 1998, Siera ended its assembly agreements with Philips and Thomson to focus on developing its own brand.

Activities

The company offers a range of products, including televisions, refrigerators, stoves, washing machines, and small appliances. In 2003, Siera launched an affordable refrigerator aimed at rural areas and low-income households, priced at 1,700 dirhams.

Industrial and commercial policy

In September 2017, the Moroccan Ministry of Trade granted Manar five years of anti-dumping protection against refrigerator imports from Turkey, Thailand, and China.