As Deputy Director – After Sales at Al Shirawi, Santhosh Varghese plays a central role in ensuring the group’s reputation for reliability extends long after the sale.
Overseeing the aftersales divisions of Al Shirawi Enterprises, Al Shirawi Machinery, and Al Shirawi Trading, he is responsible for transforming service operations into a benchmark for excellence: minimising equipment downtime, maximising customer uptime, and creating long-term partnerships that define the company’s approach to customer care.
Varghese describes himself as the “architect” of Al Shirawi’s aftersales roadmap, planning two to three years ahead to ensure the division has the right infrastructure, people, and technology in place to meet its goals. “I am responsible for setting the overall strategy for our aftersales division,” he explains. “This means introducing new service offerings, aligning our aftersales goals with the company’s wider objectives, and developing plans for service network expansion. Everything I do centres on delivering excellent service and operational excellence.”
That philosophy extends to his day-to-day oversight of operations across the company’s branches, workshops, spare parts departments, and bodyshop. His focus is on efficiency and accountability, setting KPIs such as turnaround times, first-time fix rates, and parts availability.
“Ensuring service quality and customer satisfaction is my top priority,” he adds. “We use customer feedback to drive continuous improvement, and we adhere strictly to ISO 9001:2015, ISO 45001, and ISO 14001 standards.” For Varghese, success is measured through a balanced scorecard that blends customer satisfaction, operational performance, and financial outcomes. “If I see customers rating us highly, quick service completion, and strong repeat business, I consider that the ultimate success,” he says.
At the heart of this approach is a culture built on customer-centricity. “If a customer’s vehicle or equipment is down, I remind our team that every hour it’s down, the customer might be losing revenue or facing stress. So we treat every service case with a sense of urgency and importance,” he explains.
“Aftersales is not just about fixing machines; it’s about building relationships and trust.”
He insists that this mindset must run through every layer of the organisation: from the receptionist to the technician, with every interaction forming part of the customer’s overall experience.
“At Al Shirawi, our philosophy in a nutshell is to treat customers as long-term partners, ensure every touchpoint is positive, and deliver real solutions reliably.”
Technology and innovation are central to how Al Shirawi is reshaping the aftersales experience. Under Varghese’s leadership, the company has invested heavily in digital systems, telematics, and data analytics to improve responsiveness and reliability.
“We’re embracing digital tools both customer-facing and internally,” he says. “The goal is to make our aftersales more proactive, efficient, and convenient. Customers will see easier communication, faster service, and smarter maintenance scheduling: many of the traditional hassles should fade away.” Telematics and IoT-based predictive maintenance are now a major focus.
“Most of our modern trucks and machines come with telematics from the manufacturer, or we can retrofit aftermarket telematics,” he explains. “By analysing operational data and repair history, we attempt to identify potential issues before they become breakdowns.”
Al Shirawi has also upgraded its internal Service Management System. Technicians now use tablets to record job data, update statuses, and access repair manuals digitally. Diagnostic software allows for fast fault detection and ECU updates, while CRM data analytics enables a more personalised approach to customer service.
“By crunching the data we have, we’re able to offer customised aftersales services,” Varghese notes. “This analytical approach ensures we don’t treat aftersales as just transactional but use information to build relationships and anticipate needs.”
A key part of Al Shirawi’s success lies in its comprehensive maintenance and service agreements, designed to simplify ownership and optimise uptime. Varghese outlines a broad portfolio of options that range from basic maintenance plans to full repair and maintenance packages, extended warranties, and bespoke fleet management contracts.
“These maintenance agreements help customers in two major ways: cost control and uptime improvement,” he explains. “By opting for a contract, customers convert variable maintenance costs into fixed ones. They can avoid big, unexpected repair bills because repairs are covered. Some of our customers budget maintenance on a per-hour or per-kilometre basis thanks to these contracts, which makes their financial planning more accurate.” He cites a recent example of a fleet that saw breakdown incidents drop dramatically after moving to a full repair and maintenance contract.
“Prior to the contract they might skip or delay services; whereas under contract we ensured every truck was serviced on time and thoroughly inspected,” he says. “Customers who use these see smoother operations, fewer breakdowns, more predictable costs, and longer asset life.”
Varghese’s mantra for breakdown assistance is simple: be available, be fast, and fix it right the first time. Al Shirawi operates a 24/7 emergency hotline and a fleet of fully equipped mobile service units that function as workshops on wheels.
“Through well-equipped mobile service vehicles, skilled engineers, and efficient workflows, we ensure our breakdown assistance is as swift and smooth as possible,” he says. “Time is money for our customers, so our goal is to minimise time lost due to any breakdown.” Inspection programmes also play a crucial role in maintaining reliability.
“Our inspection programmes are a key part of our preventive and predictive maintenance strategies,” he adds. “They catch issues early and feed into maintenance decisions that prevent downtime. Customers report fewer breakdowns, lower long-term costs, better uptime, and extended asset life.”
The past few years have tested every service organisation’s resilience; yet Al Shirawi’s proactive planning helped it weather global supply chain challenges with minimal disruption. “We made a strategic decision to increase our inventory levels for critical and fast-moving parts,” Varghese recalls.
“We worked with our principals to expedite shipping where needed, even if it meant paying extra for air freight for certain back-ordered parts critical to a customer’s machine.” He adds that anticipation, communication, and adaptation were the keys to keeping service levels steady. “Despite global disruptions, our service reliability remained solid because we planned ahead, kept customers informed, and adapted quickly.”
Accident and body repairs are another area where Al Shirawi has built significant capability. The company’s purpose-built bodyshop at Dubai Investment Park is one of the most advanced in the UAE, equipped with the latest Josam chassis alignment systems, versatile welding solutions, and a full-size paint booth large enough to accommodate a road tanker or a full-size bus.
“Accident and body repairs for commercial vehicles and equipment require a specialised skill set and facility,” says Varghese. “Our bodyshop is staffed with highly trained technicians, including welders, fabricators, denters, and painters; and we handle both body and mechanical repairs under a single roof. This integrated model minimises downtime and ensures safety, quality, and aesthetics.”
The division’s reputation has made Al Shirawi a preferred repairer for major insurance companies in the UAE. “Our team includes estimation experts who manage approvals, paperwork, and claims directly with insurers so the customer doesn’t have to,” Varghese notes.
“Many insurers appreciate our quality and reliability, which allows for faster authorisation and turnaround.” Beyond collision work, the facility also handles refurbishments, modifications, and complex rebuilds.
“We can shorten or lengthen chassis, convert trucks, or completely refurbish older vehicles to extend their life,” he says. “The investments in equipment and training mean we don’t have to turn away a job for being too complicated.”
Varghese is equally enthusiastic about Al Shirawi’s growing presence in the aviation sector. “We have recently secured a distribution agreement for hydrant dispensers and fuellers from Fluid Transfer International, one of the largest aircraft fuelling equipment manufacturers in the world,” he says.
“We are highly specialised in refurbishing hydrant dispensers and bowsers, including rechassising, which gives them a new lease of life.” The aviation service team is composed of experts in hydraulic, pneumatic, electrical, and fuelling systems integration and works to the stringent standards of JIG. “This has enabled Al Shirawi Enterprises to become a global supplier for multinational clients,” he adds.
Looking ahead, Varghese acknowledges that the aftersales sector faces ongoing challenges: from skills shortages to rapid technological change; yet he views them as opportunities to lead.
“Al Shirawi addresses these by investing in people, embracing technology, strengthening parts supply strategies, and enhancing customer service,” he says. “Our mindset is to turn challenges into opportunities to improve. The fact that we have sustained operations and growth through challenging times is evidence that our strategies are working.”
He is equally optimistic about the opportunities ahead. “The aftersales market is increasingly about creating comprehensive solutions for customers: maintenance, monitoring, uptime, and lifecycle support,” he says.
“We aim to grow by expanding our scope and innovating our services, thereby creating value for customers during the product lifecycle, not just the initial sale.”
Innovation will remain central to that vision. Al Shirawi is already developing telematics-driven predictive maintenance systems that can detect breakdowns before the driver notices, alongside sustainability initiatives such as converting older diesel vehicles to electric in collaboration with Electra Commercial Vehicles.
“We are working on setting up a facility to remanufacture engines and transmissions to like-new condition,” Varghese reveals. “This will allow customers to swap a failed unit with a remanufactured one instantly, reducing downtime.”
He believes the future of aftersales in the region will be defined by digitalisation, connectivity, and electrification. “Almost every piece of equipment or vehicle will be connected. Aftersales will shift from reactive repair shops to proactive fleet management partners,” he says.
“The push for sustainable transport will mean more electric and hybrid systems entering commercial use. This will dramatically change aftersales: less regular maintenance but more focus on battery health, software updates, and electrical systems.”
With this forward-looking strategy, Santhosh Varghese is ensuring that Al Shirawi remains ahead of the curve: a trusted partner ready to deliver reliability, innovation, and peace of mind for customers in a rapidly changing mobility landscape.
