Product Lines · Methodology Convergence
Two approaches meet on the same number
Bottom-up (Global Markets):field interviews with factories, retailers, and professionals → channel-by-channel unit volumes that sum to the line's market total. Granular table lives in hasawi.sqlite::market_size_bu.
Top-down (Government data): PACI 2025-12 buildings tab6 (90+ unit types, all uses) × per-PACI-type appliance coefficient ÷ per-segment replacement cycle. Each line has its own python model under scripts/hasawi-*-model.py — re-run any one to refresh its LO/HI band.
Convergence verdict shows whether bottom-up sits inside the top-down LO–HI envelope. Inside = aligned. Outside = either bottom-up missed a channel, top-down coefficients need tuning, or both — flagged for the line in question, not bundled into a single number.
Benchmark (validated 2026-05-07): within each LO–HI envelope a single point-of-truth is fixed for the line based on consumer + unit-allocation behaviour (e.g. offices use bottled water → water-cooler benchmark sits at LO; AC retail-confirmed → benchmark at the LO–HI average). That benchmark is the share denominator everywhere downstream — Hasawi share %, brand-share rankings, channel reconciliations — so the deck reads from one number per line, not three.
Air ConditionersCONFIRMED VIA PACI
Top-down · benchmark
292,040
units / yr · LO–HI average
Bottom-up · field
✓ Confirmed via PACI
Retail-dominated channel mix; line size taken from top-down — no separate bottom-up needed.
LO 250,344● benchmark 292,040HI 333,735
Why this benchmark: Top-down × bottom-up average: PACI confirmed line size, retail-dominated mix, no field reason to skew either direction.
Water HeatersWITHIN BAND
Top-down · benchmark
379,796
units / yr · HI ceiling
Bottom-up · field
305,150
category total · Hasawi 50,000 (16.4%)
LO 243,094● benchmark 379,796HI 379,796
Why this benchmark: Universal household appliance with short replacement cycle in Kuwait heat; HI ceiling matches the 2026-05-07 field-research 306k+ tier sums and Other-Stores residual.
Water CoolersBELOW BAND · -27% VS LO
Top-down · benchmark
58,548
units / yr · LO floor
Bottom-up · field
42,829
category total · Hasawi 11,000 (25.7%)
LO 58,548● benchmark 58,548HI 128,351
Why this benchmark: Allocation behaviour: offices and many villas use bottled water rather than dispensers; LO floor is the realistic adoption ceiling.
RefrigeratorsWITHIN BAND
Top-down · benchmark
155,721
units / yr · HI ceiling
Bottom-up · field
149,500
category total · Hasawi 2,800 (1.9%)
LO 79,290● benchmark 155,721HI 155,721
Why this benchmark: Multi-fridge households + commercial stocking push the realistic line size to the HI ceiling of the PACI envelope.
Bottom-up · channel breakdownChannel rows that sum to the bottom-up category total
Source-of-truth table for bottom-up. Each row is one (channel, line, season) cell with daily / monthly / annual unit volumes from field aggregation. Channels include retailer chains (Best, X-Cite, Eureka), residual buckets (Other Stores), and brands operating as their own channel (Hasawi, Al-Qatami, Kuwait Polyurethane).
Water Heaters
Bottom-up 305,150 /yr · Benchmark 379,796| Channel | High | Low | Total /yr | % of BU | % of benchmark |
|---|
| Other Stores | 189,000 | 66,150 | 255,150 | 83.6% | 67.2% |
| Hasawi | — | — | 38,912 | 12.8% | 10.2% |
| X-Cite100% HASAWI | — | — | 11,088 | 3.6% | 2.9% |
| Total | 189,000 | 66,150 | 305,150 | 100% | 80% |
Water Coolers
Bottom-up 42,829 /yr · Benchmark 58,548| Channel | High | Low | Total /yr | % of BU | % of benchmark |
|---|
| X-Cite | 18,640 | 600 | 19,240 | 44.9% | 32.9% |
| Hasawi | — | — | 11,000 | 25.7% | 18.8% |
| Best | 7,903 | 1,116 | 9,019 | 21.1% | 15.4% |
| Other Stores | — | — | 2,760 | 6.4% | 4.7% |
| Eureka | — | — | 810 | 1.9% | 1.4% |
| Total | 26,543 | 1,716 | 42,829 | 100% | 73% |
Refrigerators
Bottom-up 149,500 /yr · Benchmark 155,721| Channel | High | Low | Total /yr | % of BU | % of benchmark |
|---|
| X-Cite | 46,656 | 12,312 | 58,968 | 39.4% | 37.9% |
| Best | 38,880 | 10,260 | 49,140 | 32.9% | 31.6% |
| Other Stores | — | — | 33,300 | 22.3% | 21.4% |
| Eureka | — | — | 5,292 | 3.5% | 3.4% |
| Hasawi | — | — | 2,800 | 1.9% | 1.8% |
| Total | 85,536 | 22,572 | 149,500 | 100% | 96% |
AC isn't shown here — the channel mix is retail-dominated and the line size is taken from the PACI top-down without a separate bottom-up reconciliation.
Brand allocation against benchmark (where leaderboard exists)Anchored brand units (= weekly-tracking share% × validated benchmark)
Where the weekly-tracking xlsx surfaced a brand-share leaderboard for the line, those % are applied to the line's validated benchmark to materialise units per brand. The brand sums should then reconcile to the channel breakdown above. Caveat: leaderboard share% reflects the tracked-SKU subset, not the full-market mix.
Air Conditioners
Benchmark 292,040 /yr · LO–HI averageDexon27.3% · ~79,727 units/yr
Midea18.5% · ~54,027 units/yr
Gree14.5% · ~42,346 units/yr
Orca8.4% · ~24,531 units/yr
CHIQ6.8% · ~19,859 units/yr
Panasonic5.9% · ~17,230 units/yr
AUX5.2% · ~15,186 units/yr
TCL4.4% · ~12,850 units/yr
Water Coolers
Benchmark 58,548 /yr · LO floorMidea55.6% · ~32,553 units/yr
Panasonic16.1% · ~9,426 units/yr
Daewoo15.3% · ~8,958 units/yr
Orca9.7% · ~5,679 units/yr
Eagle3.2% · ~1,874 units/yr
Refrigerators
Benchmark 155,721 /yr · HI ceilingMidea40.8% · ~63,534 units/yr
Sharp16.8% · ~26,161 units/yr
Panasonic9.7% · ~15,105 units/yr
Dexon7.6% · ~11,835 units/yr
Samsung4.6% · ~7,163 units/yr
Orca4.0% · ~6,229 units/yr
Hitachi3.0% · ~4,672 units/yr
Admiral2.9% · ~4,516 units/yr
