Interview with Sargunan Sellamuthu from Advanced
Sargunan Sellamuthu, Business Development Manager for the Middle East, Advanced
Reliability, Compliance, and Partnership Are Foundation of Our Success
Advanced’s systems are proven to perform in harsh regional conditions, high temperatures, dust, and humidity, ensuring long-term dependability. We meet EN and UL standards while satisfying local civil defense requirements, giving consultants and end users confidence in compliance. Strong relationships with local distributors and integrators mean projects benefit from fast support and deep market knowledge.
By: Damir Muharemovi
a&s Middle East: Could you briefly introduce yourself and your professional background, and explain your role at Advanced?
Sellamuthu: I’m Sargunan Sellamuthu, Business Development Manager for the Middle East at Advanced. My background is in fire and life-safety solutions across the GCC, where I work closely with consultants, contractors, and end users to identify opportunities and deliver reliable, compliant systems that meet regional authority requirements.
At Advanced, I manage regional sales activities, drive business growth, and develop strategic partnerships, while supporting projects from specification through to implementation so that designs translate smoothly into approved, high‑performing installations. That end‑to‑end involvement, pairing local market knowledge with our engineering strengths, helps ensure our solutions are robust, maintainable, and aligned to customer needs throughout the life of the building.
a&s Middle East: Advanced has a strong and growing presence in the Middle East. In which countries within the region are you currently active, and what specific challenges do you face across these markets?
Sellamuthu: Advanced is active across the Middle East, including the UAE, Saudi Arabia, Qatar, Oman, Kuwait, and Bahrain. Each country presents unique challenges, from navigating different regulatory frameworks to adapting to varied climate and infrastructure demands. For example, Saudi Arabia’s giga projects and high-rise developments require robust, scalable fire safety solutions, while the UAE’s luxury towers and heritage sites often call for flexible, hybrid systems that can be retrofitted with minimal disruption.
In Oman, projects such as the Bidbid Tunnel have tested our systems’ resilience in challenging environments, integrating fire detection, suppression, and smoke control to ensure safe evacuation. Across the region, we work closely with local partners to navigate approval processes and adapt our solutions to meet both global standards and local requirements, ensuring that people and property are protected, no matter the environment’s complexity.
a&s Middle East: Your fire alarm panels and life-safety solutions are trusted in more than 80 countries globally. What would you highlight as the key reasons for Advanced’s success in the Middle East region in particular?
Sellamuthu: Advanced’s success in the Middle East comes down to reliability, compliance, and partnership. Our systems are proven to perform in harsh regional conditions, high temperatures, dust, and humidity, ensuring long-term dependability. We meet EN and UL standards while satisfying local civil defense requirements, giving consultants and end users confidence in compliance. Strong relationships with local distributors and integrators mean projects benefit from fast support and deep market knowledge.
We’ve also built a strong position in small, medium, and large-scale projects, offering the right balance of performance and cost. Installer-friendly panels simplify commissioning and maintenance, reducing total ownership costs. Combined with hands-on technical training and our UK engineering heritage, these factors create trust and long-term value for customers across the region.
a&s Middle East: Could you give us an overview of Advanced’s key product groups and technologies, and how they respond to the needs of installers, integrators, and end users in the Middle East?
Sellamuthu: Advanced’s product portfolio is designed to meet the varied demands of the Middle East’s fire safety market. Our Axis AX system, approved to UL 864 10th edition, is known for its reliability and flexibility, making it suitable for everything from residential to commercial malls to power, oil, and gas. Axis EN, our next-generation EN-standard system, offers faster response times, enhanced configuration, and both wired and wireless options, ideal for retrofits and complex sites.
We also provide MxPro 5, a versatile addressable panel with powerful networking and false alarm management, and AxisGo, which brings EN-standard protection to smaller sites with quick installation and intuitive setup. For conventional needs, QuickZone delivers straightforward performance across up to 32 zones.
Our solutions, like DynamixSmoke and ExGo, address specific challenges, such as smoke control and extinguishing in high-risk areas, while AlarmCalm helps reduce unwanted alarms. Across the range, we focus on ease of installation, integration, and ongoing support, ensuring our systems are adaptable, reliable, and future-ready for installers, integrators, and end users alike.
a&s Middle East: It is often said that selling a system is just the beginning of the relationship between a provider and a user. What is the central concept behind Advanced’s customer service and technical support model in the Middle East region?
Sellamuthu: At Advanced, customer service in the Middle East is built on a partnership that lasts well beyond the initial sale. We support the entire system life cycle, from design and installation through commissioning, maintenance, and future upgrades, so customers have confidence at every stage. Local expertise is central to our model, and experienced regional partners work hand-in-hand with our UK technical team to provide fast, accountable support.
We take a proactive approach, offering design guidance and training to help projects get it right the first time, and we share knowledge through regular CPD sessions so operators can manage systems effectively. The principle is simple: once a system is installed, our commitment continues for the life of the building.
Middle East as a Progressive Leader in Fire Safety Innovation
a&s Middle East: Given the region’s unique climate, geography, and socio-political dynamics, do you feel the pace of adoption of fire safety regulations aligns with global trends?
Sellamuthu: The Middle East is broadly aligned with global fire safety standards and is increasingly embracing innovation without compromising safety. All GCC countries follow internationally recognized codes such as NFPA 72 and BS EN, ensuring consistency with global best practice. Leading markets, including the UAE, Saudi Arabia, Qatar, Oman, Bahrain, and Kuwait, not only adopt these standards but also actively encourage proven new technologies. Rapid urban development, smart cities, high-rise towers, and large infrastructure projects continue to drive demand for advanced solutions that meet strict performance and reliability requirements. This commitment positions the region as a progressive adopter of fire-safety innovations while maintaining rigorous compliance.
Authorities remain open to innovation, provided products are tested, certified, and demonstrably improve safety. Far from lagging behind, the region is actively supporting future-ready fire-safety practices, combining global best standards with a progressive outlook to ensure reliability and resilience in some of the world’s most ambitious developments.
a&s Middle East: Advanced recently announced a remarkable achievement: a Silver Medal in the EcoVadis sustainability assessment. What changed between last year’s rating and this year’s success?
Sellamuthu: We’re proud to have achieved a Silver Medal in our latest EcoVadis sustainability assessment, placing Advanced in the top 15% of companies assessed globally. This success reflects our ongoing commitment to responsible business practices and continuous improvement. One standout area is Sustainable Procurement, where focused efforts over the past year led to a 133% improvement in our rating.
The future of fire detection and alarm systems in the Middle East will be shaped by intelligent, connected, and predictive technologies. We expect greater integration with building management systems, IoT devices, and cloud platforms
EcoVadis evaluates companies on key criteria, including Environment, Labor & Human Rights, Ethics, and Procurement, and our enhanced performance demonstrates the dedication of our teams across the business. We’ve strengthened our sustainability practices, engaged with suppliers to promote ethical sourcing, and invested in initiatives that support a more sustainable future. This achievement is a testament to the hard work of everyone at Advanced, and we remain committed to building on this progress in the years ahead.
a&s Middle East: Energy stored in batteries is becoming a universal reality. From homes and businesses to mobility and industrial environments. Many people remain unaware of the hazards. How is Advanced contributing to raising awareness among citizens and organizations regarding battery-related fire risks?
Sellamuthu: Advanced is actively raising awareness of battery-related fire risks through educational initiatives, partnerships, and the development of specialized fire safety solutions. Our press releases and thought leadership articles highlight the unique hazards associated with battery energy storage systems (BESS), such as thermal runaway, toxic gas release, and fire propagation.
We emphasize the importance of robust fire detection and suppression systems, and work with industry partners to share best practices and lessons learned from incidents worldwide. By providing clear information and guidance, we help operators, installers, and end users understand the risks and implement effective safety measures, supporting the safe adoption of renewable energy technologies.
a&s Middle East: Outdoor and indoor parking areas across the region increasingly host electric vehicles and associated charging infrastructure. What types of solutions is Advanced developing to address these emerging risks, and how do you see cooperation from local authorities, companies, and residents?
Sellamuthu: Advanced is responding to these new fire safety challenges with solutions that combine enhanced detection, false alarm management, and CO monitoring to ensure accurate response in complex environments.
We have built a strong position in small, medium, and large-scale projects, offering the right balance of performance and cost. Installer-friendly panels simplify commissioning and maintenance, reducing total ownership costs.
Our system architecture also supports integration of specialized sensors, such as hydrogen (H2) gas detectors, via input modules, offering adaptability as EV technology evolves. DynamixSmoke simplifies smoke control configuration for large or multi-level parking layouts, while ExGo provides dependable control for gas suppression systems where required. Collaboration with local authorities, companies, and residents remains key, and by working together, we can ensure safe, compliant parking facilities as electric mobility adoption accelerates.
a&s Middle East: Advanced has been involved in notable projects across the Middle East. Could you share a few recent references that best illustrate your regional footprint and capabilities?
Sellamuthu: Our regional footprint is best illustrated by projects such as Reel Cinemas in Bahrain’s largest mall, the Marassi Mall, where our Axis AX system manages fire safety across multiple screens, VIP lounges, kitchens, and common areas. The system’s advanced networking and integration capabilities allow seamless operation with third-party systems, including access control and gas suppression.
In Oman, the Bidbid Tunnel project showcases our ability to deliver resilient solutions in demanding environments, integrating fire detection, suppression, and jet fan control for smoke management. In Dubai’s Sobha S Tower, our Axis EN system provides comprehensive protection for a landmark residential development, supporting voice evacuation, fire telephone, and smoke management across all areas. These projects highlight our commitment to delivering adaptable, scalable fire safety solutions that meet the diverse needs of the Middle East’s rapidly evolving built environment.
In Oman, the Bidbid Tunnel project showcases our ability to deliver resilient solutions in demanding environments, integrating fire detection, suppression, and jet fan control for smoke management.
a&s Middle East: Finally, what major technological trends do you expect to shape the future of fire detection and alarm systems in the Middle East region, and how is Advanced positioning itself for the next decade?
Sellamuthu: The future of fire detection and alarm systems in the Middle East will be shaped by intelligent, connected, and predictive technologies. We expect greater integration with building management systems, IoT devices, and cloud platforms, enabling real-time monitoring and faster decision-making.
Advanced sensors, AI, and analytics will support early and predictive detection, reducing false alarms and improving risk assessment. As connectivity grows, cybersecurity will become critical to protect life-safety networks. Sustainability is another key trend, with systems designed to minimize energy use and align with green building initiatives.
Enhanced user experience through mobile apps, remote diagnostics, and predictive maintenance will simplify operations and reduce downtime. Advanced is investing heavily in R&D for smart, flexible, and resilient systems, while strengthening local partnerships to ensure our solutions remain future-ready and meet the highest safety standards across the region.
To discover how we’re shaping the future of fire protection, visit Advanced at Intersec Dubai 2026, Stand F24, Hall 4. We look forward to welcoming you and sharing our latest innovations.
Highly Adaptable Panels and Software
a&s Middle East: Regulatory frameworks vary across the GCC. How does Advanced adapt its solutions to comply with differing standards and approval processes in countries such as the UAE, Saudi Arabia, Qatar, and Oman?
Sellamuthu: Advanced adapts to the GCC’s varied regulatory frameworks by combining flexible technology with local expertise. Our systems are designed to be configurable, meeting the specific civil defense requirements of countries such as the UAE, Saudi Arabia, Qatar, Kuwait, and Oman while maintaining global standards like EN and UL.
We work closely with local authorities during design and approval stages and rely on experienced regional partners to navigate country-specific documentation and certification processes. Advanced panels and software are highly adaptable, allowing the same solution to comply with different regulations without major redesigns. In addition, we provide training and technical support to consultants, engineers, and installers, ensuring every project achieves full compliance from design through commissioning, delivering safe, reliable fire safety solutions across the region.
