Safari Trading Est. (STE) an established and popular company with an excellent track record has been in distribution business since 1992. Within this span of time the company has emerged as one of the leading players in the trading business – backed by efficient planning, a dedicated team of sales & marketing professionals, strategically located warehousing facilities, a robust sales & distribution network and a fully computerized inventory management system.

Safari Trading, moving ahead with a vision to march over competitors, continuously adding value to the brands of its trading partners – aided by marketing research findings and recommendations to accurately identify the critical determinants in competitive trade, has helped some of the leading brands to reach truly great sales heights.

In Qatar market, we distribute the world’s well known branded products. We are proud to state that we are the leading traders in the market and have created a niche for ourselves. Excellence is a continual quest at Safari Trading Est. and it is our constant endeavor to achieve world class standards in all aspects of trading operations through processes and systems that encourage business excellence.

Over the decades since our commencement we have grown tremendously and were able to attain a strong presence in the Qatar market. Our aim is to provide the customers the best quality products and prove to be the best partners to our clients. We're continually investing in ways to improve our service.

The growth and achievement earned by us is due to the sheer hard work and dedication of our employees who are passionate about their work. We give them ample opportunities which help them to grow professionally. We keep ourselves always updated with current market trends and find ways to improve our process. We are connected with industry to deliver relevant and consequential products.

In short, Safari Trading Est. is the gateway for establishing sound businesses in the Qatar Market.

Safari Trading Est. operates 5 independent business divisions that focus on the successful sales and distribution of consumer brands by moulding work practices to principal’s standards and building long term relationships.

These divisions are:
  • Personal and Health Care Division
  • Food and Beverages Division
  • Home Care and Household Division
  • Office Stationery Division
  • Sales on Wheels Division (Cash & Carry)
Each independent division offers principals the following services:
  • Single-point entry into Qatari and regional markets;
  • Brand management;
  • Full warehousing, distribution and logistics support;
  • Established and ever-expanding retail customer network.



Our all divisions represent wide range of major international brands and products supported by dedicated sales teams. Each division seeks to cater to all customer segments of Qatar’s diverse and multi-ethnic population through further diversification and in recognition of global FMCG trends.

Ensuring exceptional product and market knowledge, we excels in delivering objectives of customer satisfaction, principal retention and acquisition, people development and maximum shareholder value.

Our professional and experienced Sales team form one of the most efficient and effective sales forces in the country, supported by the Company’s other departments for the importation, storage and distribution of products.

With a dedicated and talented team we always guarantee satisfaction through proficient services of delivery and assistance. Furthermore, we stand beside our business partners not only throughout the selling process but after to identify and satisfy their needs.

We builds brands together with each principal, developing and implementing programs to create, stimulate and maintain brand image, market awareness and sales.

Our domination in Qatar’s FMCG market, together with its continued vertical and horizontal growth is testament to the Group’s capabilities, determination and high standards in a highly competitive marketplace.

Our Brands