Electra Consumer Products
Electra Consumer Products is the market leader in Israel’s air conditioning and HVAC segment, with decades of experience across manufacturing, import, export, and nationwide distribution across all sales channels.
The segment operates through four complementary business units — Electra Air Conditioning, Electra Trade & Brands, Electra Customers, and Electra Industries — delivering end-to-end capabilities across advanced systems, professional solutions, and large-scale consumer operations.
Through strategic partnerships with leading global brands such as Daikin, Samsung, Miele, Liebherr, Philips, Midea, and TCL, alongside continuous investment in people and long-term logistics partnerships, the segment strengthens its leadership across the air conditioning, electrical, and service markets while ensuring high availability, operational efficiency, and a consistently high level of service.
Segment Scale & Growth Overview
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Employees
Leadership Behind the Performance
Mickie Bitton
CEO, Consumer Products
Mickie Bitton leads Electra’s Consumer Products segment, heading the Group’s import and trade activities for several years and, since 2024, also overseeing the air conditioning and HVAC operations.
He is responsible for the segment’s growth strategy across electrical products, air conditioning, and industrial activities, with extensive experience managing large scale commercial operations valued in the billions.
Mickie brings strong business and interpersonal relationships with leading global manufacturers, alongside a proven track record in business growth and operational excellence.
Tal Beit Halachmi
CEO, Electra Customers
Tal Beit Halachmi serves as CEO of Electra Customers and Deputy CEO of the Electra Consumer Products segment, leading the Group’s service strategy, customer experience, and nationwide service operations across digital and telephonic channels.
He brings extensive experience managing large-scale service platforms and designing end-to-end customer models supporting diverse consumer activities.
Tal contributes to the Group through operational discipline, service excellence, and strengthening customer satisfaction and long-term engagement.
Nimra Baram
VP, Head of Electra Industries
Nimrah Baram heads Electra Industries, leading the Group’s Fan Coil manufacturing activity for the local market and overseeing the spare parts supply chain for air conditioning operations in Israel and Europe.
She brings extensive experience in managing industrial and operational activities, operating nationwide manufacturing environments.
Nimrah contributes to the Group through disciplined execution, operational leadership, and manufacturing excellence.
Business Units & Brand Portfolio
FROM VISION TO MISSION
