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Panasonic launches region-centric ‘Abaya Wash’ washing machines

Panasonic launches region-centric ‘Abaya Wash’ washing machines

The Japanese manufacturer rolls out 5 fully automatic front loaders and 2 top loaders offering gentle wash for Abayas.

Dubai, United Arab Emirates

Panasonic, renewing its strong commitment to the Middle East, has announced a range of washing machines designed to wash the traditional attire ‘Abaya’, targeting Arab women.  The Japanese manufacturer has rolled out seven models of washing machines – five fully automatic front loaders, and two top loaders – with its unique ‘gentle wash’ for the exquisite and delicate Abaya.

Since its founding 100 years ago, Panasonic ethos in contributing to the society has led to the continuous development of local-fit products that has the stamp of the much-valued Japanese craftsmanship and Quality.

‘Our strong legacy to improve the lives of the people through our innovative products and solutions has been instrumental to our company’s success. We will continue to provide local-fit products with our much renowned Japan quality and craftsmanship that is expected from a brand like us.’ said Hiroki Soejima, Managing Director, Panasonic Marketing Middle East & Africa FZEabayawash_panasonic2

Marketed under the banner “Protects What You Express”, the ‘Abaya Wash’ campaign acknowledges that Abaya is possibly one of the most important garment in an Arab woman’s wardrobe as it is her platform for self-expression. Panasonic understands that each abaya is unique and that every thread that makes up the garment – from the delicate fabric to the fine embroidery extending to the beads – is an expression of the woman’s identity.

The washing machine range through its unique design provides gentle and delicate wash for the Abaya, much akin or gentler than a hand-wash to protect the intricate details including the delicate fabric.

“The ‘Abaya Wash’ feature is a strong testament of Panasonic’s commitment when developing new products and solutions.  Keeping in mind the delicate and intricate design on the Abayas including the fine fabric, our unique ‘Abaya Wash’ range will definitely help our customers to wash Abayas and other such delicate fabrics in the comfort of their home” commented Keisuke Nakagawa, Director – Consumer Marketing, Panasonic Marketing Middle East & Africa

Ideal for all type of garments, the range of washing machines will be an asset to any home as they have a host of features, depending on the model, which includes ‘SAZANAMI’ or ‘wave shaped’ drum, Dual Pulsator, ‘Pause and Add’ for intelligent stopping and adding clothes without interrupting the wash cycle and industry leading 5-star energy rating in UAE.

In GCC, depending on the country, the washing machine comes with a minimum of 10-year warranty on motor for added peace of mind for the end-users.

Panasonic’s range of washing machines with ‘Abaya Wash’ are now available in the UAE and across the GCC at select

About Panasonic

Panasonic Corporation is a worldwide leader in the development of diverse electronics technologies and solutions for customers in the consumer electronics, housing, automotive, and B2B businesses. Celebrating its 100th anniversary in 2018, the company has expanded globally and now operates 591 subsidiaries and 88 associated companies worldwide, recording consolidated net sales of US$71.91 billion for the year ended March 31, 2018. Committed to pursuing new value through innovation across divisional lines, the company uses its technologies to create a better life and a better world for its customers. To learn more about Panasonic:

About Panasonic Marketing Middle East and Africa FZE (PMMAF)

Panasonic Marketing Middle East and Africa FZE (PMMAF) is the regional Headquarters, all functions related to Sales and Marketing, Supply chain and Customer service solutions, and Advertising functions under the brand name Panasonic is handled by PMMAF. The vision at PMMAF is to be the No 1 Customer-centric Company and No 1 Customer-preferred brand in the Middle East and Africa region. PMMAF website:

Additional Information:

The new models are:

Depending on the models, there is a built-in Gentle Hand Wash Net foam and a water pass through which water flows on to the clothes through a Dual Pulsator.  Clothes are cleaned without directly touching the pulsator, thus preventing wear and tear from friction.

Other innovative features include, Panasonic’s ingenious Active Foam system, where the detergent soap is turned into high-density ultrafine foam and sprayed onto clothes from the top of the drum before the start of the wash cycle.  The foam surrounds dirt and penetrates deep into the fibre, thoroughly removing it by powerful washing.  With the detergent attaching to garments as a foam, it rinses out easily, leaving no residue.

The ‘SAZANAMI’ or ‘wave shaped’ drum used in the front loaders is another premium innovation of these washing machines that help deliver outstanding care to delicate fabrics.  It effectively helps in ‘massaging and soaking’ of clothes with 2,196 holes of 2.4mm diameter each. The creative drum design also creates the perfect environment for gentle and effective washing of clothes by generating more foam into the drum and remove stains even at the edges of the clothes.  There is also the S-Shape Lifting Rib designed to tackle stubborn stains.  With 138 sprinkling holes, the drum ribs produce strong and gentle penetration flow of water and foam with constant change of the washing speed.

The Pause & Add feature enables intelligent washing as it allows the user to quickly add any extra clothes during the wash time, eliminating any need for another wash.  The washing machines also boast industry-leading energy saving capability with a five-star rating.

Complementing these game-changing innovations are other standout features.  Among them, versatile program selections for tailored washing, modern LED digital display that makes it easy for you to manage your wash, high performance Inverter Motor for extra reliability, supremely quiet operation and excellent durability.

Panasonic also offers a minimum of 10-year warranty (period depending on the country) on the washing machine motor for added peace of mind for our customers.


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