yusuf chohan
Founder and Managing Director
Smoke alarms could be the difference between life and death and majority of fire related fatalities are in premises without a working smoke alarm. It amazes me that most residential homes are not equipped with them when the safety of people's families are almost always the number one priority.
Through consumer feedback we realised there is a misconception that smoke alarms are complicated to install and expensive, this couldn’t be further from the truth. We have created a range of quality products that meet European safety standards, battery operated, self install and affordable with prices starting at a cost as little as what a person would spend on a takeaway. Here at Fire Alert we are passionate about educating and providing affordable lifesaving solutions for the benefit of all, a business with a purpose.
MAX FIRE ALERT IS A TRADEMARKED BRAND FROM SAFE ALERT TECHNOLOGIES.
Fire Alert is the BRAINCHILD
OF OUR FOUNDER YUSUF CHOHAN
A South African who emigrated to the UK where he spent most of his career working in the telecommunications industry. While on vacation in South Africa he noticed that most residential properties were not equipped with smoke alarms. Coming from a country with so much awareness on the risks that come with fires and the importance of smoke alarms he started researching the South African marke
Data showed an alarmingly high percentage of deaths and financial loss in domestic dwellings.
To understand why this was the case consumer research was conducted and the results showed most South Africans were conscious of fire safety however believed smoke alarms were complicated to install and expensive. Taking these two concerns into consideration Yusuf sourced and created a range of products which were easy self-install and affordable to meet different budgets. All products were designed to ensure they met European certification standards, as much as creating a successful business was important it was more important to be providing quality products with safety features to ensure the safety of our clients in case of an emergency.
Research also showed there was a lack of understanding and awareness on how fatal fires can be and how smoke alarms considerably increase the chances of survival.
It was important to convey these messages to our consumers and we made a consistent effort through all our branding and messaging to educate, create awareness and revolutionise peoples outlooks on the dangers of fires and benefits of having a smoke alarm.
“Smoke alarms are a necessity not a luxury. If any person who cares about the life of their loved ones and themselves understood the dangers of fires and the life saving benefits of having a smoke alarm it would be of their highest priority”
Our mission
Is to protect people’s lives and households, improve safety and provide peace of mind for what matters most.
Our Vision
Is to revolutionise the fire safety market in South Africa, giving people a solution for different needs through affordable, reliable and innovative products.