FASHIONING SUCCESS/ Etro CEO CHIC BEGINNINGS/ Nysaa makes a COMMITTED TO SUCCESS/ Lyvely

Fabrizio Cardinali P40 stylish debut in the GCC P.28 co-founder and CEO Farah Zafar P.25

April 2024

EYE
E-BUSINESS
AWARDS
2024
THE RECAP
P.60

ON THE
FUTURE
BUNDEEP
SINGH RANGAR
CO-FOUNDER, GLASS VENTURES
FOUNDER, FINEQIA
FOUNDER, PREMFINA
P.32
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2 7 232

2 / E N T R E P R E N E U R . C O M / April 2024
Contents/ April 2024

→ FABRIZIO CARDINALI

FEATURES was appointed Chief

Executive Officer at Etro

P.32

Eye on the
Future
BUNDEEP SINGH RANGAR
Co-Founder, Glass Ventures,
Founder, Fineqia,
Founder, Premfina
Meet the entrepreneur who’s
paving the way for the next
generation of technology: Web
4.0

P.40

Fashioning
Success
Lessons on resilience from
FABRIZIO CARDINALI
The CEO of Etro offers a peek
into how he’s revitalizing the
iconic Italian brand

P.54

App
Olympics:
The Recap
Throwback to this
groundbreaking competition
staged by Dubai Chamber
of Digital Economy, all the
way from its genesis to its
culmination.
IMAGE COURTESY ETRO
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 Contents April 2024

EDITOR IN CHIEF Aby Sam Thomas

aby@bncpublishing.net

CEO Wissam Younane

wissam@bncpublishing.net

DIRECTOR Rabih Najm

rabih@bncpublishing.net

ART DIRECTOR Simona El Khoury

MANAGING EDITOR Tamara Pupic

tamara@bncpublishing.net

FEATURES EDITOR Aalia Mehreen Ahmed

aalia@bncpublishing.net

DIGITAL SOLUTIONS DIRECTOR

Mahdi Hashemi mahdi@bncpublishing.net
HEAD OF INNOVATION
Sarah Saddouk sarah@bncpublishing.net

GROUP SALES DIRECTOR – B2B GROUP

Joaquim D’Costa jo@bncpublishing.net

COLUMNIST Tamara Clarke

CONTRIBUTING WRITERS
Fida Chaaban, Maryam A. Hassani,
Taher Jhanjharya, Ruwaida Abela Northen,
Petra Smith
↑ Besides being the co-founder
and CEO of LYVELY, FARAH ZAFAR

BUSINESS is also the Managing Director and

Chief Legal Officer of Phoenix
UNUSUAL Group.

SUBSCRIBE
19 Committed To Success STARTUP Contact subscriptions@bncpublishing.net to receive
Entrepreneur Middle East every issue
LYVELY co-founder and CEO Farah
Zafar is all set to shake things up in
SPOTLIGHT
the dynamic realm of tech and Web3. COMMERCIAL ENQUIRIES
sales@bncpublishing.net
60 Whiskers, Wags, And
Wellness
With his Abu Dhabi-based venture Pet
‘TREPONOMICS Republic, MOHAMED ALZAABI has
created a one-stop-shop for any and
ENTREPRENEUR.COM
Access fresh content daily on our website

all pet care services in the UAE.

47 It’s All About The EntMagazineME Entrepreneur-me

Connections
Zealous co-founder and CEO
MARYAM A. HASSANI lists five steps
to build your entrepreneurial
community in the MENA.
50 Decoding Consumer
Behavior
PETRA SMITH, founder and CEO of
Squirrels&Bears, finds out if it’s logic
or emotion that fills our shopping
baskets.
57 Scaling New Heights
As VISHAL PARMAR’S VAP Group gears
up to host the Global AI Show and the
Global Blockchain Show in Dubai in
April, the founder discusses the secret
to staying atop ever-changing tech
trends.
64 “We Got Funded!”
The stories behind the recent
fundraising successes seen by
CLUSTERLAB, MANTRA, and BRKZ.
PO BOX 502511 DUBAI, UAE
P +971 4 4200 506
All Rights Reserved 2024. Opinions expressed are solely those of the contributors.
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10 / E N T R E P R E N E U R . C O M / April 2024
 Editor’s Note/
IT’S NOT YOU, IT’S ME
A reminder that communication remains a two-way street
A
As a journalist, I have come to accept (and
gotten pretty used to) absolute strangers
pitching to me on my email, phone, and
social media- but I’d like to hereby state for
the record that I draw the line at voice
notes.
I’ve never been a fan of voice notes- I
think it’s the writer in me that questions the
efficacy of long-winded, often rambling messages
using one’s voice, as opposed to the clarity of words
put down on paper -so to speak- after at least a
modicum of thought.
I also find them quite inconsiderate- it is often
for the sender’s convenience that a voice note is
made, and very rarely does it take into account the
12 / E N T R E P R E N E U R . C O M / April 2024
receiver’s thoughts on the matter. You may be “too
busy” to type out a message, but, hey, why is that
my problem?
Plus, why do you assume that I’ve got the time to
listen to and decipher your seven-minute-long
podcast? And if we’re going by that logic, why
couldn’t you have used that same amount of time
to craft a concise message instead?
Now, of course, I will admit that there are times
when a voice note is necessary to explain
something better, or simply to have a more
personal tone with the recipient. That said, this
can’t happen all the time- it should be treated as an
exception to the rule, not as the norm.
Keeping all of this in mind, it’s quite easy to
understand why I find it perplexing when
businesses have their representatives reach out to
me through voice notes. Is this really the way you
want to introduce yourself to someone you’re keen
on interacting with in a professional context?
Let’s also not forget that all of us are in the midst
of a competition for attention spans in which every
interaction counts, and that’s why I think it’s high
time all of us rethink our approaches to outreach.
At the end of the day, when it comes to
communication, it’s never just about you- in fact,
I’d actually argue that it should always be centered
on whoever is on the other side of the conversation.
Plus, it’s not just about what we say that
determines the success of our interactions- it’s how
we say it as well. So, spare me the voice notes, and
while you’re at it, tamp down on the emoji use as
well. We can definitely be better than that.
Aby Sam Thomas
Editor in Chief
@thisisaby
aby@bncpublishing.net
 In The Loop/
DEFINING WHAT’S NEXT
Global conference series TOKEN2049 gets set for
its inaugural Dubai edition from April 18-19, 2024
T
OKEN2049, a global conference
series that convenes experts and
entrepreneurs in the Web3 and
crypto space, has unveiled the
initial speaker lineup for its
inaugural Dubai edition, set to
take place from April 18-19, 2024
at the Madinat Jumeirah.
Among the 50 industry experts and
leaders included in the newly announced
list are Paolo Ardoino, CEO of Tether,
Sandeep Nailwal, co-founder of Polygon,
Arthur Hayes, co-founder of BitMEX,
Roger Ver, angel investor and founder of
Bitcoin.com, Sergey Nazarov, co-founder of
Chainlink, and Daniel Alegre, CEO of Yuga
Lab.
Till date, TOKEN2049 editions have
been held at global leading digital asset
capitals including Hong Kong, Singapore,
14 / E N T R E P R E N E U R . C O M / April 2024
and London. Building on the success of
TOKEN2049 Singapore, which took place
in September 2023 and brought together
over 300 exhibitors and more than 10,000
attendees (with 80% being overseas
visitors), TOKEN2049 Dubai is currently
expected to witness the attendance of an
estimated 10,000 attendees from across
the globe.
TOKEN2049 Dubai is thus expected to
bring together entrepreneurs, investors,
developers, industry leaders, and global
media outlets to put a spotlight on some of
the most prevalent topics across crypto and
Web3. The TOKEN2049 Week -set to take
place in Dubai from April 15-21, 2024- will
offer attendees the opportunity to
participate in a range of side events,
workshops, as well as gain networking
opportunities.
“Following the success of our latest
iteration of TOKEN2049 in Singapore,
we’re immensely proud and excited to
bring the world’s premier crypto
conference to an entirely new region,” said
Alex Fiskum, co-founder of TOKEN2049.
“Traction for the event so far has been
phenomenal with thousands of
registrations already, setting the stage for
what will no doubt be a completely
sold-out event. Today is the first of many
exciting announcements to come in the
lead-up to the event in April 2024.”
TOKEN2049 Dubai has also revealed the
names of a handful of the title sponsors
confirmed thus far, including BingX, a
SIngapore-based crypto exchange that
offers spot, futures, copy trading and grid
trading products; CoinW, a global crypto
exchange platform to buy and sell Bitcoin;
Zeebu, an all-in-one blockchain-based
platform built to for telecom settlements;
M2, an Abu Dhabi based crypto
investment platform, TRON, a public
chain platform that supports smart
contracts, decentralized applications
(DApps), decentralized finance (DeFi), and
stablecoins; and DWF Labs, a global
digital asset market maker and multi-stage
Web3 investment firm.
Drive the new way.
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With a complete line-up of AWD and PWD versions and the the 16-speed HI-TRONIX automated
gearbox, the IVECO T-WAY features a host of functionalities such as Rocking Mode, Off-road Mode,
Creeping Mode and 4 reverse gears to tackle with ease the toughest off-road conditions. The new
architecture of the EBS system, combined with disc brakes on all wheels, greatly improves the vehicle’s
performance and the driver’s safety in the most demanding applications.

New IVECO S-WAY: high technology and efficiency for on-road missions
The new IVECO S-WAY, with a completely redesigned and reinforced cab, offers a wide choice of
Euro III/V diesel engines, a delivering class-leading power from 360 HP to 560 HP Euro III / 570 HP
Euro V and superior fuel-saving devices, such as anti-idling feature, Ecoswitch, Ecoroll and Smart
Alternator, 12-speed HI-TRONIX automated transmission with the most advanced technology
in its category, electronic clutch and best-in-class torque-to-weight ratio.
 I
n October 2023, Dubai
Chamber of Digital
Economy launched the
App Olympics, a ground-

APP
breaking competition that
offered participants a
structured learning
journey in the world of app
Throwback to this development, which
groundbreaking culminated with an award
competition staged by ceremony in February 2024.
The App Olympics competition
Dubai Chamber of Digital was launched as part of the
Economy, all the way from Create Apps in Dubai initiative,
its genesis to its which was announced by H.H.
culmination Sheikh Hamdan bin Mohammed
bin Rashid Al Maktoum, Crown

OLYMPICS
Prince of Dubai and Chairman of
the Executive Council of Dubai,
in March 2023. Create Apps in
Dubai supports the objectives of
the Dubai Creative Economy
Strategy, under the banner of the
Dubai Creative Economy
Strategy, which aims to position
Dubai as a global digital
innovation hub by 2025.
With the App Olympics launch-
ing at the 2023 edition of the

The Recap ↓H.H. SHEIKH HAMDAN

BIN MOHAMMED BIN
RASHID AL MAKTOUM,
Crown Prince of Dubai
and Chairman of Dubai
Executive Council, with
the winners of the App
Olympics competition.

16 / E N T R E P R E N E U R . C O M / April 2024
 THIS STAGE OF THE APP OLYMPICS ENDED WITH A THOROUGH REVIEW OF ALL APPLICATIONS AND
PROTOTYPES BY A JURY COMPRISING OF BUSINESS AND APP EXPERTS, WHO THEN SELECTED 24
TEAMS AS SEMI-FINALISTS FOR THE COMPETITION

annual Dubai-based technol-
ogy startup event, Expand
North Star, the initiative was
open to UAE nationals and
residents of all ages from any
emirate, as well as global tech
startups interested in
establishing a presence in
Dubai. The App Olympics
thus went on to attract over
1,100 applications from 64
“ THE SUCCESS OF THE APP
of mentorship from a
carefully curated list of local,
regional, and international
experts.
This stage of the App
Olympics ended with a
thorough review of all
applications and prototypes
by a jury comprising of
business and app experts,
who then selected 24 teams as
Dubai’s App of the Year. All
the winners received a
comprehensive package of
services worth US$150,000
to build their apps, and they
will also receive support from
Dubai Chamber of Digital
Economy in launching their
startups, including assistance
with licensing and banking
services, as well as help in
identifying potential partners
and customers.
Following the conclusion of
the competition, H.H. Sheikh
Hamdan said in a statement
reflection of Dubai’s stature as
a global hub for research,
innovation, and opportunity,
as well as a leading city that
offers sustainable growth and
a high quality of life. “Build-
ing on this success, we are
pleased to announce the
launch of a global edition of
the App Olympics,” he added.
“This new chapter invites
innovators worldwide to join
us in contributing to Dubai’s
remarkable digital transfor-
mation journey.” createapps.
ae/en/programs/appolympics-

OLYMPICS FURTHER STRENGTHENS that the App Olympics is as a competition }}

DUBAI’S POSITION AS A LEADING

PLATFORM FOR CREATIVE MINDS,
AND A MAGNET FOR PIONEERS
FROM ACROSS THE GLOBE.”
countries, with participants
then getting access to curated
online learning modules
catered especially for the
competition, which covered
the ideation, technical, and
business aspects of the mobile
app development journey.
247 mobile app ideas were
then selected to move on to
the next phase of the App
Olympics, following which
165 prototypes were built.
Throughout this process,
participants were immersed
in a supportive ecosystem
that featured weekly commu-
nity engagement events such
as online masterclasses,
fireside chats, and interactive
Q&A sessions. They were also
treated to thousands of hours
semi-finalists for the competi-
tion. Each of them went on to
present and pitch their
innovative concepts over a
two-day period, which
resulted in the selection of 12
finalists. They then got to
showcase their offerings at a
ceremony conducted at the
Museum of the Future in
Dubai, whose audience
included H.H. Sheikh
Hamdan, government
dignitaries, business stal-
warts, and others. Winners
were selected across four
different categories (Best
Youth-Made App, Best Social
Impact App, Most Innovative ↑ The final ceremony of the App Olympics competition
App, and Best Advanced was staged at the Museum of the Future in Dubai, in front
App), with one of them also of an audience that included government dignitaries,
being awarded the title of business stalwarts, and others.

April 2024 / E N T R E P R E N E U R . C O M / 17
 The jury for the finals
for the App Olympics

The juries for the App

Olympics semi-finals

A pitch during Abdulla Al Gaoud, Director

the App Olympics of Digital Operations,
semi-finals Dubai Chamber of Digital
Economy, at the App
Olympics semi-finals

18 / E N T R E P R E N E U R . C O M / April 2024
A scene from an
App Olympics
roadshow at
the Al Khaleej
International
School in Dubai

Saeed Al Gergawi, Vice President of Dubai Chamber of Digital

Economy, with H.H. Sheikh Hamdan bin Mohammed bin Rashid
Al Maktoum, Crown Prince of Dubai and Chairman of Dubai
Executive Council, at the App Olympics final ceremony

App Olympics finalist

Tayyab Choudhari
presenting his app, Food
For All

A scene from
the pitch
workshop
conducted
for the semi-
finalists
of the App
Olympics

Saeed Al
Gergawi,
Vice
President
of Dubai
Chamber
of Digital
Economy,
at an App
Olympics
roadshow

April 2024 / E N T R E P R E N E U R . C O M / 19
 AT A GLANCE
App Olympics
2023-2024

↑ SAEED AL
GERGAWI, Vice
President of Dubai
Chamber of Digital
Economy, at an App
Olympics roadshow
at Zayed University
in Dubai.

20 / E N T R E P R E N E U R . C O M / April 2024
← With the aim to attract
UAE-based youth to the APP
OLYMPICS, the team at Dubai
Chamber of Digital Economy
carried out roadshows at
multiple educational
institutions across the
nation, like this one at Heriot
Watt University Dubai.

↑ The launch of the App

Olympics happened at
Expand North Star 2023,
MENTORSHIP which included a panel
discussion delving into
the potential for Dubai as
a destination for apps

← (From left to right) H.E. Mohammad

Ali Rashed Lootah, President and
CEO, Dubai Chambers, H.E. Omar bin
Sultan Al Olama, UAE Minister of
State for Artificial Intelligence, Digital
Economy, and Remote Work
Applications, and Chairman of Dubai
Chamber of Digital Economy, H.H.
Sheikh Hamdan bin Mohammed bin
Rashid Al Maktoum, Crown Prince of
Dubai and Chairman of Dubai
Executive Council, H.E. Khalfan
Belhoul, CEO, Dubai Future
Foundation, and Ahmed Bin Byat,
Vice Chairman of Dubai Chamber of
Digital Economy at the final
ceremony of the App Olympics.

April 2024 / E N T R E P R E N E U R . C O M / 21
 JURY MEMBERS

BECHIR OMRAN RANYA SAADAWI CARL MANLAN TIFFANY BAIN ELIZABETH DONAGHY WISSAM YOUNANE
WONDERFLOW ACASIA VISA DUBAI FUTURE DISTRICT SARWA BNC PUBLISHING
FUND

KARIM DAKKI KUSHANK BHANOT DR. IMRAN SHAIKH AYNOUR TATANAKI DHAEN OBAID OMAR ALMHEIRI
KLAIM.AI BUILDER.AI VIRGIN MOBILE UAE SME DISTRICT ALMHEIRI LETSWORK
UAE MINISTRY OF ENERGY
AND INFRASTRUCTURE

KHAMIS ALBLOOSHI DR. JASMINA LOCKE PHILIPP-CASPERS KHULOOD AL AWADHI SAYED MUNAF RISHABH SINGH
DU SEE INSTITUTE PABST MORO HUB/DIGITAL DEWA TELR ASTRA TECH
DUBAI FUTURE DISTRICT
FUND

RAMESH CHANDER KHALIL ALAMI ARNAV DANTHI ROHAN PATEL BEGOÑA ÁGUEDA C. SHARIF ELBADAWI
GOOGLE TELR NUWA CAPITAL BUILDER.AI DE ALBORNOZ DUBAI FUTURE DISTRICT
ACCENTURE FUND

22 / E N T R E P R E N E U R . C O M / April 2024
“ EMPOWERING THE TECHNOLOGY SECTOR IS AN
INTEGRAL PART OF EFFORTS TO ACHIEVE THE GOAL OF
THE DUBAI ECONOMIC AGENDA D33 TO ESTABLISH
DUBAI AS ONE OF THE WORLD’S TOP THREE CITIES.
THE EXTENSIVE PARTICIPATION OF INNOVATORS AND
DIGITAL CREATIVES FROM AROUND THE WORLD IN
THE APP OLYMPICS REFLECTS DUBAI’S STATURE AS
A GLOBAL HUB FOR RESEARCH, INNOVATION, AND
OPPORTUNITY AND A LEADING CITY THAT OFFERS
SUSTAINABLE GROWTH AND A HIGH QUALITY OF LIFE.”
H.H. SHEIKH HAMDAN BIN MOHAMMED BIN RASHID AL MAKTOUM, CROWN PRINCE OF DUBAI AND
CHAIRMAN OF DUBAI EXECUTIVE COUNCIL

“I WANT TO EXPRESS MY SINCERE GRATITUDE

FOR THE OPPORTUNITY TO PARTICIPATE IN THE
APP OLYMPICS. I AM TRULY GRATEFUL FOR THE
EXPERIENCE AND THE CHANCE TO SHOWCASE APP
MY SKILLS AND PASSION FOR MY PROJECT. I
WANT TO COMMEND THE ENTIRE ORGANIZING OLYMPICS:
WHAT’S
TEAM FOR PUTTING TOGETHER SUCH A
WELL-EXECUTED AND IMPACTFUL INITIATIVE.

NEXT?
THE PROFESSIONALISM AND DEDICATION
DEMONSTRATED THROUGHOUT THE
COMPETITION WERE TRULY COMMENDABLE, With the conclusion of
AND I HAVE GAINED VALUABLE INSIGHTS AND the first edition of the
CONNECTIONS THAT I WILL CARRY FORWARD IN App Olympics, all of its
MY JOURNEY.” participants are set to
benefit from ongoing
AMNA ALSHAMRY, PARTICIPANT, APP OLYMPICS
assistance, including
digital skill
enhancement, guidance
in launching their
applications in the Dubai
“The success of the App Olympics market, exclusive offers
further strengthens Dubai’s position as for setup and banking,
a leading platform for creative minds, and specialized
and a magnet for pioneers from across workshops on
fundraising. Plus, an
the globe. Dubai Chamber of Digital all-new edition of the
Economy remains committed to App Olympics is in the
supporting entrepreneurs and offing as well- follow
businesses in bringing their ideas to Dubai Chamber of
Digital Economy for
life, and accelerating the growth of
updates!
Dubai’s digital economy.” dubaichamberdigital.com
SAEED AL GERGAWI, VICE PRESIDENT, DUBAI
CHAMBER OF DIGITAL ECONOMY

April 2024 / E N T R E P R E N E U R . C O M / 23

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 → Farah Zafar received
the Social Platform of
The Year award for
Lyvely at the 2024
edition of Entrepreneur
Middle East’s
E-Business Awards.

← SMIZE & DREAM FOUNDER TYRA

BANKS is a globally renowned
supermodel, television personality,
producer, writer, and actor.

Committed To Success
I M A G E S C O U R T E S Y LY V E LY

Lyvely co-founder and CEO Farah Zafar is all set to shake things up in the dynamic
realm of tech and Web3 b y TA M A R A P U P I C

April 2024 / E N T R E P R E N E U R . C O M / 25
 B/ The Big Idea
F
arah Zafar seems to be one of those
people whose ceaseless energy always
helps them traverse any maze- indeed,
this has to be one of the key
characteristics that has helped her
build and maintaining a very demanding
career of key legal and strategic roles
over many years. Zafar is today the
co-founder and CEO of the social
networking and content monetization
platform Lyvely, and she is also the
Managing Director and Chief Legal Officer of
Phoenix Group, an Abu Dhabi-based
cryptocurrency mining and blockchain company.
26 / E N T R E P R E N E U R . C O M / April 2024
Her career trajectory has seen her work at Saudi Arabia’s
Public Investment Fund and the UAE’s Dubai Holding, where
she was tasked on strategies laid out by HRH Mohammed bin
Salman Al Saud, Crown Prince and Prime Minister of Saudi
Arabia as well as H.H. Sheikh Mohammed bin Rashid Al
Maktoum, Vice President and Prime Minister of the UAE and
Ruler of Dubai. Plus, she notes that her track record also
includes leading government transactions for the likes of
Dubai, Oman, Saudi Arabia, Qatar, and Ajman, in which she
represented investment entities across the GCC region.
So, how has she managed to do it all? “My days start at 6am,
and they finish at midnight,” Zafar replies. “At any given
moment, I am working on multiple things, but I have
thankfully found a method to consistently perform at a high
level, maintaining my focus, improving my strategic and
lateral thinking, and enhancing my ability to execute. It’s a
flow state that I’ve trained myself to activate. You need to be
present in the moment, able to analyze any given situation,
assess it from every angle (financial, legal, corporate, strategy,
goal), and make intuitive yet strategic decisions quickly. You
also need to have the ability to execute fast, and trust your
actions.”
It’s clearly this philosophy that is governing Zafar as she
leads Lyvely, a homegrown UAE-based platform designed to
seamlessly merge e-commerce, content creation, multimedia,
and communication, which she co-founded with Dave Catudal
in 2021. In a nutshell, Lyvely integrates digital payments with
social media and e-commerce- it paves the way towards a
Web3 future as its digital currency, LVLY, can be used as a
mode of payment, while providing creators with a method of
gamifying and rewarding their followers and community
within the platform. “Lyvely symbolizes a fundamental change
in the way people interact and transact online,” Zafar says.
“We believe that everyone who posts online and adds value to
the digital ecosystem should be rewarded for their contribu-
tion. This is why Lyvely puts the power to earn in the people’s
hands. We’re a platform that pays.” And the potential that
Lyvely presents can be deduced from the fact that late last
year, Phoenix INV Holdings, a fully-owned subsidiary of
Phoenix Group, acquired a 25% ownership stake in it.
Meanwhile, at Phoenix Group, it’s worth noting that Zafar
was one of the key people who managed its initial public
offering (IPO) on the Abu Dhabi Securities Exchange (ADX)
in December last year, which led it to become the first
privately owned crypto and blockchain entity to be listed on a
Middle East stock market. Reflecting on the occasion, Zafar
remembers having to foster collaboration, strategic planning,
and resilience through very demanding timelines, while also
chartering new territories. “Recognizing the multifaceted
complexities of this endeavor, encompassing regulatory
compliance, financial structuring, investor relations, and
market positioning, I cultivated a culture of open communica-
tion and alignment within the team,” Zafar says. “Through
clear delegation and meticulous planning, we navigated the
IPO process with precision, breaking down tasks into
manageable steps, and establishing clear milestones to track
progress effectively. This
approach ensured that
every aspect of the IPO was
executed meticulously,
within a very short
timeline, leading to an
extremely successful
outcome.”
All of this work yielded
great rewards- indeed, the
offering was oversubscribed
by 180 times by retail
investors, while profes-
sional investors contributed
to a 22-fold oversubscrip-
tion. Having these results
in mind, it is no surprise
that Zafar describes her
leadership style as demand-
ing, collaborative, visionary,
and empowering. “I believe
in being involved, fostering
a culture of trust, transpar-
ency, and innovation,
where every team member
feels valued and empow-
ered to contribute, but I
also require every one to
deliver and contribute- if
you don’t, you are out,” she
says. “I also believe in
loyalty, trust, and respect,
above all else. Over the
years, my leadership style
has pretty much remained
the same, but I have
become more aware of
political agendas and being
more receptive to needs of
stakeholders and share-
holders.”
Zafar’s leadership is a
product of her deep
conviction in the following
advice that she regularly
shares with anyone looking
to build a meaningful
career: “be the hardest
working person in the
room, never stop learning,
and teach yourself what is
necessary to perform at the
highest level.” She contin-
ues, “I would also add,
don’t be scared to venture
outside of your comfort
zone, because it is only here
where you can reach new
heights in your career and
self-development, and be in
a position to truly be
successful. I am still
learning and working hard
every minute of every day,
regardless of where I am in
my life. Keep pushing
boundaries, never stop
progressing, and support
those around you to
perform better as well.”
Her work ethic has
brought her a great
number of industry
accolades, but as we end
our conversation, Zafar
reveals that awards are not
what motivates her. “My
main motivation has
always been to make my
'TREP
TALK
Lyvely co-founder and
CEO Farah Zafar’s tips
for entrepreneurs
}EMBRACE CONFIDENCE
“Believe in yourself and your
abilities, and don’t be afraid
to assert yourself and take on
leadership roles.”
}BUILD A STRONG SUPPORT
NETWORK “Surround yourself
with mentors, allies, and
peers who support your
goals and aspirations, and
seek guidance and
encouragement when
needed.”
}CONTINUOUSLY LEARN AND
GROW “Stay curious, keep
learning, and embrace
opportunities for personal
and professional
development to stay ahead in
your field and overcome
challenges with resilience
and agility.”
father proud of me, he
sacrificed his whole life, so
that me and my brothers “ Be the hardest
could be educated and have
a better life; so, all I want is
to in a position to be working person in
financially independent,
and to be able to support
my parents and loved ones,”
the room, never
she concludes. “I have an
immense work ethic and stop learning, and
teach yourself what
drive, passed down to me
from my father, which
motivates me to always to
reach higher and work
hard to achieve success,I’m
passionate about technol-
is necessary to
ogy, this new digital age,
and I’m obsessed with perform at the
highest level.”
creating a meaningful
platform [Lyvely] for the
people that can transform
and empower lives.”
↓ ZAFAR was one of
the key people who
managed the initial
public offering of
the Phoenix Group
on the Abu Dhabi
Securities Exchange
(ADX) in December
2023.
→ SMIZE & DREAM is an
inspirational, theatrica
dream-fulfilling compa
where entertainment a
ice-cream collide on a
scale. Founded by Tyra
Banks, Smize & Dream’
cream has a hidden go
truffle surprise in every
called the Smize Prize.
April 2024 / E N T R E P R E N E U R . C O M / 27
S/ Q&A

Both Nykaa and Apparel

Group have thus come into
this joint venture as
powerhouses in their own
right, and Nysaa is being
led by Nayar herself as one
of its two founders, with
the other being Selina Ved,
Sima’s daughter, who, in
2021, had launched a social
e-commerce beauty
platform of her own called
Nessa. And while Selina
comes to Nysaa armed
with lessons learnt from
her journey with Nessa as
well as the might of
Apparel Group, Nayar
brings with her more than
↑ SELINA VED and a decade’s worth of
FALGUNI NAYAR are the experience at Nykaa, which
founders and Directors
of Nysaa, a joint venture she famously launched
between UAE-based when she was 50 years old,
Apparel Group and and then led it to become,
India-based Nykaa. in 2020, the first unicorn
startup in India that was
headed by a woman, and
further to an initial public

Chic Beginnings
offering (IPO) the year
after. Speaking with
Entrepreneur Middle East,
Selina could not contain
Nysaa, a joint venture between UAE-based Apparel Group her excitement when
talking about having Nayar
and India-based Nykaa, makes a stylish debut in the GCC by her side on the Nysaa
beauty market b y A B Y S A M T H O M A S journey. “I have always
said, even before we even
did this partnership, that
Falguni is, like, my idol in
For a UAE-born enterprise that calls itself “more than just a beauty omnichannel company,” this industry,” Selina
Nysaa certainly made heads turn when it staged a grand opening in March for its first store in exclaims. “At the age of 50,
the GCC at the City Centre Mirdif shopping mall in Dubai. Indeed, Nysaa’s launch featured when most people are
everything from a flurry of entertainers staging a flash mob, to appearances by internationally planning their retirement,
renowned celebrity makeup artists Fady Kataya and Bouba aka Hamza Slim. Of course, all of Falguni was, like, let me
this should not come as a surprise though, given that Nysaa is the result of a joint venture build something complete-
between two retail giants, UAE-based Apparel Group and India-based Nykaa. ly out of the ordinary for a
Apparel Group, which was founded by Sima Ved in 1996, is a global fashion and lifestyle market like India. So, even
retail conglomerate with operations across the GCC and further into India, South Africa, before we did this joint
Singapore, Indonesia, Thailand, Malaysia, and Egypt. Its repertoire of brands includes venture, I was in awe of
leading names in fashion, footwear, and lifestyle such as Tommy Hilfiger, Charles & Keith, Falguni. In fact, the day
Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, they went public, I was
Inglot, and Rituals. Meanwhile, Nykaa, which was founded by Falguni Nayar in 2012, is actually at their IPO
India’s largest omnichannel beauty destination, with consumers swearing by not just its launch party, and that day,
online platform, but also its 174 offline destinations across the country. Plus, with its focus on I fangirled for a good
innovation and consumer delight, Nykaa’s house of brands -which includes renowned beauty 20-30 minutes before even
labels like Kay Beauty, Nykaa Naturals, Nykaa Cosmetics, and Wanderlust, as well as fashion approaching her to take a
labels like Nykd, Gajra Gang, Likha, RSVP, and Pipa Bella- have ended up becoming picture. She’s an inspira-
household names in the Indian market. tion!”
 As exhilarated as Selina
was at the launch of Nysaa,
Nayar, on the other hand,
appeared quite calm and
composed at the store’s
opening; however, she too
admitted to being extreme-
ly thrilled to see Nykaa
cross yet another milestone
in its trajectory as a
business. “As you’re aware,
Nykaa has created the
entire beauty industry in
India, and it’s been an
solid player. The beauty
market itself is thriving,
and the GCC is, of course, a
“APPAREL GROUP IS IN ALMOST
hub for beauty. No woman
in the GCC walks out of the
house without that little
EVERY CONSUMER SEGMENT, BE
touch of either a concealer
or a tinted skin moisturizer,
something or the other.
IT FASHION, BE IT FOOTWEAR, BE
That’s just the way we
work! And so, it was a very IT F&B. WE’RE NOW THINKING
THAT THE BEAUTY SEGMENT HAS
organic step into beauty.
But, as you know, with
Apparel Group, everything

ENOUGH SPACE TO HAVE A SOLID

immense success,” Nayar
notes. “And we have a very
large e-commerce business,
and a lot of stores, and a lot
of brands, who trust us to
do the right thing from a
retail perspective. So, we
saw an opportunity [to
grow], and we also saw that
the brands were ready to
support us as we go to other
markets. We also love the
GCC market. It has
everything- it has a high per
capita income, it has young
population, it loves beauty.
But it’s not a very familiar
market, and so, we thought
it’d be great to partner with
Apparel Group. They
trusted us, we trusted them,
and we both brought the
best of our skills to make
this project happen. And
today, we are so excited that
our first store is launched,
and it’s looking really lovely,
even if I may say so!”
is big and bigger, and so, we
decided that we wanted to
partner with someone like
Nykaa and Falguni. We
thought that she’s done an
incredible job with the
brand, and we have so
PLAYER.”
much faith in what the
potential is; hence, we came Such an ethos would thus time to build websites, and
together with them and explain Nysaa’s long-term get them into a functioning
launched Nysaa. It’s my plan for its presence in the state. Similarly, we also
daughter who’s spearhead- GCC. “I see us opening have plans to bring more
ing the whole venture from about 100 stores in the brands [on Nysaa]- I think
our side, and it’s Falguni on region,” Nayar reveals. “Our that, today, we must be
their side, and together, I big emphasis is on having about 50 brands,
think we’re looking forward e-commerce, but with but I think going forward,
to disrupting the beauty e-commerce, we build maybe 80 to 100 brands
industry.” slowly, because it takes could be in our stores. On
→ Fady Kataya, Falguni Nayar, Sima Ved, and Bouba, aka Hamza Slim.

Now, from Sima’s

perspective as the
Chairwoman of Apparel
Group, she sees Nysaa as
the start of her enterprise’s
innings in an industry that
is both exciting and rapidly
growing in the region and
beyond. “Apparel Group is
in almost every consumer
segment, be it fashion, be it
footwear, be it F&B,” Sima
says. “We’re now thinking
that the beauty segment has
enough space to have a
 S/ Q&A
our [online] platform, there
are already more than 150
brands.” From Apparel
Group’s perspective, Sima
agrees with Nayar’s notions
about Nysaa’s future, saying,
“With Nysaa, I see it going
the route of how all our
brands go. I mean, we’ve got
brands that have 150 stores;
we have brands that have
250 stores. So, I see Nysaa
growing as all our brands
would, and going the same
route- as we grow, we’ll
learn. The only difference is
that in most of our other
stores, it’s one [brand]
partner, and this one, there’s
multiple partners. That’s the
only key difference.
Otherwise, I think Nysaa
will grow as much as any of
the other Apparel Group
brands will.”
Sima is thus eager to see
how the future will unfold
for Nysaa; as it turns out,
that’s what fuels her psyche
as an entrepreneur. “I have
such a short attention span,
and so, I thank my stars that
I’m part of a company that’s
constantly either reinvent-
ing, or renovating, or doing
something new,” she says.
“Because, honestly, I don’t
think I could do the
same-old, same-old every
single day of my life. I want
to be able to get up and say,
‘Okay. I’m excited, some-
thing new is coming up.’
That’s what gets me going. I
love newness, and that’s
what we keep doing.”
Nysaa’s growth prospects
are undoubtedly exciting for
Selina too; she’s personally
looking forward to it
becoming a market leader
in the space that it operates
in. However, Selina also
admits that her personal
passion for beauty is going
to be a key driver for her
30 / E N T R E P R E N E U R . C O M / April 2024
↑ NYSAA is a joint venture
with Dubai-based Apparel
Group, a global fashion and
lifestyle retail
conglomerate and Nykaa,
India’s largest, digital first
beauty behemoth. The
alliance aims to create an
omni-channel multi retail
brand with over 100 stores
in the GCC with Nykaa
holding 55% stake in the
new entity and Apparel
Group 45% stake.
days ahead with the
enterprise. Indeed, it was
back when she was in
university that Selina
started making use of
makeup to uplift herself,
and now, she’s eager to see
others have similar
experiences with the
products that Nysaa will
bring to them. “It’s what my
parents have been telling
me from day one, and as
cliche as it sounds, if you do
what you love, it’s not work
every day,” Selina says. “And
I think that is what I’ve
stuck with; to say, okay, this
is something I love. I come
to the store and I love it,
because I know that if I
come with no makeup, I
leave with a full face [of it].”
Nayar, for her part,
endorses Selina’s stand-
point, saying, “I think beauty
is an exciting business. I’ve
been in this business for 11
years now, and I really love
the business; it’s very
exciting. It is an enabler for
the youth to feel confident. I
think Gen Z, millennials,
etc., they love the category
and the consumption. We
call it affordable luxury- it’s
little pleasures, and it does
tend to create a lot of
excitement across all
income and age groups. I
think it’s really a great
industry to be in, and it feels
good too.” As such, when it
comes to advice for other
entrepreneurs who may
want to enter this space (or
any other sector, for that
matter), one can look to
Nayar’s own trajectory as an
entrepreneur to spur them
ahead on their dreams. “I
always say that if my
journey is any inspiration,
it’s that age, gender,
education, nothing comes in
the way of what you want to
do,” Nayar declares. “I think,
in many ways, neither age,
nor gender, nor your
background or even
educational background,
should come in the way of
your ambition. I think it’s
all about the dream. Have
big dreams, have the
passion to pursue those
dreams, and have, of course,
the commitment to work at
it.”
THE ART OF ELEVATION

O M N I YAT. C O M
April 2024 / E N T R E P R E N E U R . C O M / 31
 EYE
→ Serial entrepreneur, investor,
dealmaker, and philanthropist
Bundeep Singh Rangar is all
set to be one of the main
drivers (and beneficiaries) of
Web 4.0.

ON THE
FUTURE
BUNDEEP SINGH RANGAR
CO-FOUNDER, GLASS VENTURES | FOUNDER,
FINEQIA | FOUNDER, PREMFINA
STYLED BY ZACH NOURI

Meet the entrepreneur who’s paving the

way for the next generation of technology:
Web 4.0
b y TA M A R A P U P I C

32 / E N T R E P R E N E U R . C O M / April 2024
April 2024 / E N T R E P R E N E U R . C O M / 33
 “We aim to tap into the next generation of
technology companies that incorporate a
variety of technologies to create something
very valuable and convenient. These
dramatically contrast the costlier and
time-consuming way things are done today, at
both the consumer and business level.”

where blockchain technology and

↑ BUNDEEP SINGH RANGAR is the co-founder of London-based
venture Glass Ventures, a venture capital fund backing category-
defining Web 4.0 companies built by world-class entrepreneurs.
decentralized protocols played a central
role, emphasizing increased security,
privacy, and user control,” Rangar explains.
“Web 4.0, on the other hand, advances
this set-up via artificial intelligence
(AI), augmented reality, and seamless

W
hile much of the general
public might still be struggling
to get a grasp of the concept
of Web 3.0, Bundeep Singh
Rangar -a serial entrepreneur,
investor, dealmaker, and
philanthropist- is choosing
to go one step further- he is
all set to be one of the main
drivers and beneficiaries
of the development of
the next generation of
this technology, i.e. Web
4.0. “Web 3.0 emphasized
the decentralized web,
human-computer interactions.” Now,
Rangar is literally putting his money
where his mouth is, after having founded
an enterprise that will help him to keep
an eye on -and significantly contribute
to- this new technological boom: Glass
Ventures, a groundbreaking venture
capital (VC) firm that he’s setting up with
Cinderella Amar.. “We aim to tap into the
next generation of technology companies
that incorporate a variety of technologies
to create something very valuable and
convenient,” Rangar declares. “These
dramatically contrast the costlier and
time-consuming way things are done
today, at both the consumer and business
level.”

34 / E N T R E P R E N E U R . C O M / April 2024
 According to Rangar, Web
4.0 will be taking an
integrated tech stack
approach to build future-
proofed products to fulfill
recognized gaps in the
market. And he further
believes that entrepreneurs
who will win on this new
tech technology -whom, by
the way, he also seeks to
support- will be the ones
who are capable of taking a
“best of breed” approach
when it comes to creating
these innovative solutions.
“They’re not building
blockchain or augmented
reality companies per se, but
using a combination of such
technologies that work best
for an end-product in mind,”
Rangar says. “They’re
carefully looking at a
‘product-market fit,’ and not
taking a ‘build and they will
come’ approach that we’ve
witnessed with several crypto
companies.” It is therefore
safe to say that at Glass
Ventures, Rangar is paving Glass Ventures is the VC arm accrued, and an earlier exit
the way for the next of a company he founded, horizon than other funds
generation of AI-led Fineqia. As a digital asset making new investments,”
technology- but he is also and fintech investment Rangar explains. He and
keen on doing it in a company that’s publicly Amar have also set up a
responsible and sustainable listed in Canada with offices research and development
manner. “As a venture fund, in Vancouver and London, facility with Cambridge
we will mitigate the risk of Fineqia has already invested Blockchain Labs (CBL), a
early-stage Web 4.0 in companies such as Los research center in England,
investments with a slew of Angeles-based investment which is expected to help
Web 3.0 ones, as the latter advisory firm Wave Digital them with tech due diligence
have more product maturity,” Assets, Geneva-based for investments, as well as to
he explains. “Investing in cryptocurrency asset ensure that they tap into deal
Web 3.0 businesses that have management company flow emanating from
already gained commercial Criptonite AM, and Zug- university campuses. “The
traction with a path to profit- based Web3 file transfer and idea is to give ourselves a
ability de-risks the fund from storage service aggregator deep technological edge,”
a portfolio perspective.” platform WeSendit. “The Rangar explains. “CBL taps
vintage portfolio provides into student societies and
Now, Rangar’s plan is new investors with the labs in the UK,Cambridge
already in motion, given that benefit of value already and Oxford universities }}
WEB 4.0 WILL ALLOW US TO OWN AND AUTO-TRANSACT
ONLINE, CONTRASTING WEB 1.0 AS READ-ONLY, WEB 2.0 AS
READ-WRITE, AND WEB 3.0 AS READ-WRITE-EXECUTE.”
April 2024 / E N T R E P R E N E U R . C O M / 35
 thinking prowess that
→ Besides Glass Ventures, resulted in the company
RANGAR is also the
being built as a global
entrepreneur behind Fineqia, a
digital asset and fintech
enterprise from the outset.
investment company. “The main challenge in
building such a company
was to ensure we had a
global perspective, while
being headquartered in one
country,” he recalls. “To that
end, we’ve set up subsidiar-
ies of the Canadian
company in London, as well
as in Europe, and we are
also looking at a possible set
up in the UAE,” he says. “As
a publicly traded firm with
regulatory oversight, we’ve
built a company with the
highest standards of
governance and transpar-
ency. This is particularly
important in a nascent digi-
tal asset industry that’s
been rocked by malpractice
among some of its partici-
pants.” Here, Rangar points
out that such a global set
up allows Fineqia’s
investors to capitalize on
opportunities emanating
from progressive digital
asset regulations world-
wide, such as the European
Union’s Markets in Crypto
Assets and the UAE’s
Virtual Assets and Related
Activities Regulations,
“while regulations remain
more restricted in North
America.”

Fineqia is, therefore,

well-positioned to seize the
trends that will bring
further growth to the
crypto and blockchain
sector. Here, the first trend
that Rangar points out is
the legitimization of
Bitcoin (BTC) as an
investable asset with the
alongside Imperial College, Commerciales in France, Talking about Fineqia U.S. Securities and
and overseas, including Mas- Technical University of requires us to also look at an Exchange Commission’s
sachusetts Institute of Munich in Germany, and earlier chapter in Rangar’s approval of spot BTC
Technology and Stanford in National University of career trajectory, which exchange traded funds
the US, Hautes Etudes Singapore in Singapore.” reveals his innate strategic (ETFs). “That’s unleashed a

36 / E N T R E P R E N E U R . C O M / April 2024
wave of traditional finance interest in
not only BTC, but digital assets in
general,” Rangar shares. “We’re also
witnessing the advancement of
decentralized finance (DeFi),
providing digital alternatives for
traditional financial services like
lending, borrowing, and trading.
Third, there is an increased trend
toward fractional ownership of
real-world assets (RWA), such as real
estate, treasury bills and loan
receivables via tokenization, as well
as the trading of such tokens outside
of traditional finance marketplaces.”
Now, to tap into these trends, Fineqia
has set up an exchange traded note
(ETN) business in Europe, and
received approval from the financial
regulator in Liechtenstein, as well as
admission by the Vienna Stock
Exchange to list ETNs with underly-
ing digital assets. An additional point
in Fineqia’s favor when it comes to
governance and transparency is that
its Chairman is Martin Graham, a
former director of the London Stock
Exchange.
“We’re leapfrogging to the next
trend in ETFs and ETNs by deploying
these assets in staking pools and
DeFi protocols to generate enhanced
yields for the ETN’s noteholders,”
Rangar explains. “These ETNs will be
the first in the world so far as it
enables institutional investors to not
only capture any upside in the
movement of digital assets, but also
to generate a healthy yield from DeFi
regardless of the price movement.” To
that end, Fineqia partnered with
FTSE Russell, a subsidiary of the
London Stock Exchange, which is
known for providing benchmark UK
stock indices. FTSE Russell will be
providing the company with index
pricing, and perhaps more impor-
tantly, also co-brand its ETNs as
Fineqia FTSE products that will be
well recognized by financial institu-
tions. In addition, Rangar reveals
that Fineqia is also looking at RWA
tokenization possibilities. “It is
because we have access to high
quality loan receivables with an
above market yield, that’s uncorre-
“ There wil be many detractors and nay-sayers
along the way. Only if you believe in yourself wil
you succeed, and wil you be able to lead others.
You must build enterprises in a manner that
makes their success inevitable.”
lated to the crypto markets,” he says.
“These non-volatile assets make for
some of the best quality RWAs
worldwide.”
Rangar’s moves in this domain make
it seem like he’s always been one step
ahead of his peers in the sectors he
chooses to operate in, and another
example showcasing this is PremFina,
a tech-led financier of insurance
premiums that he founded in London
in 2015. “It has since successfully
challenged the 40-year duopoly in the
UK’s US$15 billion premium finance
industry,” Rangar says. “We realized
that many insurance industry
information technology (IT) systems
were arcane. And yet, the end
customers were increasingly adept at
using mobile apps and digital
channels. So we focused on the
customer journey and created our
software-as-a-service (SaaS) to be
both forward and backward compat-
ible, so that it could integrate with
both modern application program
interfaces (APIs) as well as more
rustic comma-separated values (CSV)
files.”
But it’s not just about the software-
Rangar points out that PremFina’s
second advantage is its business
model. “I view lending companies as
essentially ‘collection companies,’” he
says. “Lending is the easy part. It’s
when things go awry on the loan
repayment that one has to worry. In
PremFina’s case, we mostly finance
cancellable insurance, so should a
monthly repayment be missed, the
premium is cancelled, triggering a a
pro-rata refund from the insurance
underwriter on the leftover tail. That
way, the financing is almost entirely
principal-protected, with the
counterparty risk being that of a
highly rated insurer.” PremFina’s
third advantage stems from the fact
that it represents one of the highest
quality loan assets worldwide. “In the
nine years since I started the
company, our loan losses have always
been in the low decimal places,” he
says. “That sharply contrasts most
lending portfolios, which have loss
rates in single or double digits, not
basis points!” No wonder then that
PremFina was backedby some
high-profile investors, including Tim
Draper’s UK venture firm Draper
Esprit, the Thomson family behind
Thomson Reuters, Japan’s e-com-
merce company Rakuten Inc., as well
as US private equity firm Madison
Dearborn Partners.
Besides his entrepreneurial
pursuits, Rangar is also a prolific
dealmaker- indeed, he is known to
have successfully closed deals totaling
over $500 million for companies in
the UK, Europe, and India. One of
the best stories he has to share in this
regard relates to a small, car financ-
ing company from Portsmouth,
England. “Its technology involved
the fitting of an immobilizing }}
April 2024 / E N T R E P R E N E U R . C O M / 37
 device that would prevent a car from
being driven if a loan wasn’t repaid,
causing borrowers to quickly repay,
thus reducing loan losses,” Rangar
says. “I arranged for this car financing
company to get funds from Fidor
Bank in Germany, which dramatically
changed its fortunes. It became one of
Britain’s biggest lenders in its
category, and ultimately got acquired
by a US private equity firm, making its
founders and investors millions of
dollars.” Now, this is yet another tale
that points toward Rangar’s proven
track record in business- and that’s
what should make the rest of us
attuned to the potential of his newest
interest, i.e. Web 4.0. “New products
will be built on and seamlessly
integrate existing and disparate Web
3.0, AI, blockchain, augmented
reality, and quantum computing
technologies,” he says. “This promises
a smarter, personalized, and richer
experience, changing the way we own
data, manage information, and
transact online. Web 4.0 will allow us
to own and auto-transact online,
contrasting Web 1.0 as read-only, Web
2.0 as read-write, and Web 3.0 as
read-write-execute. Entrepreneurs
like Elon Musk and Jack Dorsey are
building such new companies that
blur the lines between humans and
machines.”
From a personal perspective,
Rangar’s career trajectory can be
aspirational for others in the business
arena, and as such, when asked for
advice he’d give those wanting to
follow his lead, he replies by stating
that he’s a firm believer in the notion
that nothing is worth doing if not
done with passion and excellence.
“There’s no point following a suppos-
edly lucrative career if you’re not
motivated, as you won’t do well at it,
and you will soon face an existential
crisis,” he says. So, when it comes to
planning out one’s lives, especially
when it comes to the youth, Rangar
believes that they should take
advantage of the fact they live in a
time where they can take multiple
careers in a manner that’s hitherto
unprecedented. “Do not be afraid to
38 / E N T R E P R E N E U R . C O M / April 2024
reinvent yourself,” he adds. “The same
faculties of reasoning, memory, and
rational thought can be applied to
different disciplines. I have worked as
a para legal, a video jockey, television
anchor, software developer, journalist,
corporate finance advisor, investor,
and entrepreneur. These might seem
very disparate, but they have a
common thread of pursuing my
passion at the time, an enquiring
nature about the world, and a desire to
bring about change in industry as well
as betterment of society.”
Rangar is also emphatic about the
power of challenging assumptions.
“Only when someone questioned the
manner in which things were being
done was there acknowledgement
about room for improvement,” he says. ‘TREP
This brings us to his next tip, which is
to not shy away from taking on the risk
of changing the old way of doing
TALK
things. “Only by challenging ourselves Bundeep Singh Rangar
and the world around us, do we shares his tips for
manage to become better persons, and entrepreneurs in the MENA
change the status quo,” he says.
“Staying in our comfort zone makes us Prioritize understanding the
complacent, and then we’re just regulatory environment to
functioning, not living, creating, and
producing. I live my life on the
ensure compliance and smooth
assumption that the universe rewards business operations “Navigating
the specific regulatory landscape of the
risk.” Here, he recalls how being an
region is crucial for maintaining a legal
outsider to the insurance industry gave
and operational foothold.”
him a fresh perspective of the sector,
and that ended up becoming a
Cultural sensitivity and
competitive advantage for his work at
PremFina. “When I told people that I localization are also paramount
barely bought insurance, they were for success “Entrepreneurs should
very pessimistic about my ability to acknowledge and respect the cultural
nuances of the region, tailoring products,
succeed,” he says. “I reminded them
services, and marketing strategies to
that one of the best analysis about
align with local preferences and
democracy in America was written by customs.”
a Frenchman, Alexis de Tocqueville.
With PremFina, it made me challenge
Forging strong local
every single point in the existing
premium finance value chain.” And
partnerships is instrumental in
that leads to the last thought he’d like achieving business objectives
“Establishing robust relationships with
to leave us all with. “Listen to your
local partners allows entrepreneurs to
inner self,” Rangar concludes. “There
leverage regional expertise and
will be many detractors and nay-say- connections, facilitating smoother
ers along the way. Only if you believe market entry, and fostering business
in yourself will you succeed, and will growth in the UAE/GCC, which then
you be able to lead others. You must serves as a solid foundation to globally
build enterprises in a manner that scale their businesses.”
makes their success inevitable.”
April 2024 / E N T R E P R E N E U R . C O M / 39
 → In September 2021,
FABRIZIO CARDINALI was
appointed Chief Executive
Officer at Etro. Having more
than 25 years of strategic

FASHIONING
leadership expertise and an
unmatched track record of
driving international brand
growth in the luxury fashion
space, he joined Etro from
Dolce & Gabbana, where he
held several roles within the
company, and most recently
served as Group Chief

SUCCESS
Operating Officer and
executive member of the
board since June 2017.

FABRIZIO CARDINALI
The CEO of Etro offers a peek into how he’s revitalizing the
iconic Italian brand
by ABY SAM THOMAS

W
hen I met Etro CEO approaching his role at the helm of Etro, there
Fabrizio Cardinali at the was no mistaking the excitement with which
Italian luxury fashion he spoke about his work, and one couldn’t
house’s newly revamped help but be impressed by the passion that
boutique in The Dubai fueled him. “I do what I do, because it’s what I
Mall in February this enjoy: business!” he exclaims. “I work hard,
year, it became quickly and I’m a bit of a workaholic, but that’s
apparent to that I was in because I like it, I enjoy it… And when I won’t
the presence of a man enjoy it, I will hand it over to someone else.” He
who truly enjoyed what pauses for a moment here, and then adds,
he did for work. Now, I “Maybe I’ll open an ice-cream store then!”
found this noteworthy
because, well, Cardinali
has been in this game for a long while now-
you see, he has more than 25 years of While I’d certainly wish Cardinali all the best should he
ever launch an ice-cream business, it’s safe to say that the
experience behind him, and his career Italian executive is, for the time being at least, content with
IMAGES COURTESY ETRO

trajectory has seen him play key leadership
roles at globally renowned brands like Dolce &
Gabbana, Alfred Dunhill, Lancel, Diesel, and
Levi Strauss & Co. And yet, when Cardinali
talked to me about how he’s been
running the show at Etro. He was appointed the CEO of
Etro in 2021, a little while after a majority stake in the com-
pany was acquired by American multinational investment
firm L Catterton (which bills itself “as the largest and most
experienced consumer-focused private equity group in the
world”), with the deal reportedly valuing the brand at }}

40 / E N T R E P R E N E U R . C O M / April 2024
April 2024 / E N T R E P R E N E U R . C O M / 41
 → Imbued with a sense of balance between heritage and modernity, ETRO’s new space
located in The Dubai Mall covers 238 square meters distributed over distinct areas
dedicated to the Etro women's and men's ready-to-wear and accessories lines, and the
eyewear and fragrances collections.

“ I DO WHAT I DO, BECAUSE

about EUR500 million potential to be taken to a
(Reuters). Etro had, until whole new level. “It’s not that
then, been owned by its easy to find a jewel, a
founder Gerolamo Etro and diamond, let’s say, that’s still

IT’S WHAT I ENJOY:

his family, with the business a bit unpolished,” he
operating in a number of explains. “Especially when
diversified product catego- considering what has
ries, including women’s and happened in the last 15 years,

men’s fashion, accessories,
beauty and fragrances, and
home goods. Having been
founded as a textile company
in Milan in 1968, Etro has
since gone on to become an
iconic fashion house in its
own right, with it becoming
particularly known for, as a L
Catterton statement put it,
“its iconic paisley motif, and
bold patterns inspired by
travel.” But while the Italian
brand had a lot going for it
already, it also had, accord-
ing to Cardinali (who was
part of the team that carried
out Etro’s takeover), the
with all the big brands doing
really crazy, beautiful stuff.
And so, after finding a very
genuine, Italian, spectacular
diamond that was a bit
unpolished, but still well-
known -I don’t want to say
everywhere, but in key
countries, for sure- all over
the world, that presented as a
unique selling proposition
for me. And so, when I saw
this opportunity, I said, let’s
go for it. Because here, we
have a chance to polish a
diamond- we have to bring
the diamond to where the
diamond deserves to be.”
BUSINESS!”
Cardinali’s words here
behooves one to revisit his
career trajectory and thus the
time he has spent working
with, well, “diamonds.” He
had, after all, come to Etro
from Dolce & Gabbana,
where he had played several
roles, with the last of them
being its COO. Plus, his
nearly 13-year tenure at
Dolce & Gabbana was
interspersed with five years
at Switzerland-based
Richemont, where he was the
CEO of several luxury
fashion brands of the group,
such as Dunhill and Lancel.
But if you were to now think
that there’s a tried-and-tested
playbook that Cardinali had
made use of in his previous
roles that he’s since brought
to Etro, he’s quick to disprove
you of that notion. “It is very
challenging to replicate

42 / E N T R E P R E N E U R . C O M / April 2024

YOU HAVE TO MAKE CHANGES WHEN EVERYTHING IS GOING
WELL. BECAUSE IF YOU ARE WAITING UNTIL THINGS DON’T
WORK, THEN YOU’RE TOO LATE.”
success by looking at only
doing what you did in the
past,” he points out. “The
world is developing so fast,
and the way to become
successful is changing
constantly. For instance, a
long time ago, we had to
pay a lot of attention to the
B2B segment of a business.
But today, in the last 10
years, even 15, it has
become all about the B2C
part, and having the
customer at the center of
everything that we’re
doing… Yes, experience, it’s
always helpful. It gives you
a foundation. But in life,
you learn more through
mistakes than through
success. Success doesn’t
teach you a lot. Anybody
can enjoy success. It is a
hundred times more
difficult to go through a
mistake, a failure, and then
coming back, fixing what
went wrong, and then going
up. It’s just another
story- and that’s what
makes your skin a lot
tougher.”
Tough skin certainly
comes with the work that
Cardinali has been doing at
Etro for over two years now.
In 2022, at the Milano
Fashion Global Summit,
Cardinali famously
announced Etro’s ambitious
plan to reach EUR500
million in sales in five years’
time. “It’s a challenge but
achievable, thanks to the
support of the new
shareholders, the strength
of the brand, and the
strategic plan put into
action,” he had said then,
with the company having
gone through what was
called “a profound organi-
zational transformation” by
FashionNetwork.com. The
same report noted that
Etro’s turnover in 2022 had
increased to EUR277
million (a 17% rise from the
previous year), though it
still incurred a loss of
EUR23.6 million. Then, in
November 2023, Etro
secured a EUR15 million
capital injection from L
Catterton, which, once
again, can be seen as a nod
to its future prospects. But
according to Cardinali, the
success of the brand will be
completely dependent on a
clear understanding of its
connection with consumers.
Here’s how Cardinali puts
it: “Am I building Etro to be
a pure luxury player? The
reply is no. But is it a luxury
brand? Yes. So, is it
affordable luxury? Yes.
Why? Because I’m working
very, very hard to keep the
pricing 30%-35% less
expensive compared to my
competitors and the big
guys. And why am I doing
this? Because that’s my
competitive advantage. I’m
keeping in mind the value
for money I give my
consumers, who I respect
massively- everything’s
about the consumer. After
all, the brand is successful if
you come over here, you buy
our products, you enjoy our
products, you get close to
our products, and you want
to repeat your experience.
You want to come back,
because you were happy.
That’s when the brand is
successful. Otherwise, it is
not successful.”
April 2024 / E N T R E P R E N E U R . C O M / 43
Aiding Cardinali on his
mission to transform Etro
is its Creative Director,
Marco De Vincenzo, with
the duo working closely
together to oversee the
brand’s evolution. Cardinali
describes his relationship
with De Vincenzo to be like
that of a couple, whereby, as
he put it, “I have my
responsibilities, and he has
his responsibilities. But, of
course, we need to have the
same vision. And the way
that I run the company, we
keep challenging each other,
because it’s the only way to
keep the bar very high, and
to never celebrate too long
and too much about
success. If you would ask
me which is the best
collection we’ve done, or,
say, the best bag we’ve
made, my reply would be
the next one.” And while
Cardinali wouldn’t like us to
dwell too long on the wins
that Etro has had, it’s still
worth taking a peek at the
reviews and reception it has
secured in the recent past-
for instance, Savoir Flair
declared De Vincenzo’s }}
→ The ETRO women's Spring
Summer 2024 collection was
titled Nowhere, “as a metaphor
for fashion, a place where
everything is allowed, because
the combinations of elements
are virtually infinite.”
 Spring/Summer 2024 line for
women to be “the kind of collection
that begs to be seen in person, to be
touched, to be worn.” Consider also
the cult hit that was Etro’s Vela bag,
which, by the way, was De Vincenzo’s
first bag for the house. And while
Etro’s womenswear has known to be
bringing in business for the brand for
a good while, Cardinali says that he
foresees its men’s units to be just as
impactful in the next three years.
Combine all of its offerings (think
kids wear, perfumes, etc.) together,
and Cardinali believes that Etro has
the ability to become a truly timeless
lifestyle brand. “I think that Etro is a
brand that, in the long run, can be
over a EUR1 billion cap,” he says.
“This can take more than 10 years,
but all the ingredients for it to
happen are there, and they are
strong.”
Growth is thus clearly on the
agenda for Cardinali, and he’s taking
on a rather entrepreneurial mindset
when it comes to leading Etro to
where he wishes to see it go. Indeed,
he’s adopting an experimental
The Theater
44 / E N T R E P R E N E U R . C O M / April 2024
mindset for what he has set out to
do- and he’s very eager to flip the
status quo. “When things are going
well, that’s when you have to change
everything,” he explains. “The people
around you will probably say, hello, are
you crazy or what? But if you’re a
strong leader, that’s what you have to
do. You have to make changes when
everything is going well. Because if you
are waiting until things don’t work,
then you’re too late. Obviously, there’s a
lot of risk when do things like this, but
this life is about risk. If you don’t want
to have any risk at all, do something
else!” And while Cardinali is emphatic
about the need for a leadership mindset
like this to realize success, he is also
clear that he won’t be able to go at it
alone. “Amazing people who work
together, who are extremely passionate,
who believe in what we are doing, while
also having fun- this is the magic, and
this will never change,” he says. “By
having people who are super passion-
ate, and who work together to make the
dream come true, that’s the magic
ingredient. A great team can make a
small company a major company. A bad
team can create problems in the best
company in the world.” It is a similar
ethos that Cardinali reiterates when I
ask him for his advice for entrepreneurs
who might be just starting out in the
luxury realm. “You need to have a great
product, whatever it may be- you do
not need many, but you do need
something great,” he declares. “Second,
you need to have storytelling as strong
as the product, maybe even stronger.
Because you move consumers more
with the storytelling than the product…
And point number three, this is the
most important one- do something that
you really love. Don’t do it just for the
sake of money, because if you do it for
that, it won’t last.”
 Invests
In
Entrepreneurs
What Are
You Building?
Learn more at entrepreneur.vc

April 2024 / E N T R E P R E N E U R . C O M / 45
FUN COMES
GUARANTEED
YOU DECIDE WHEN THE PARTY
STOPS WITH 24HR FOOD & DRINK.
NOW OPEN AT DUBAI DIGITAL PARK.

RADISSONHOTELS.COM/RED
 B/ Gear

#TamTalksTech
Gadgets and doodads that you might’ve missed out on, sourced
by a tech aficionado. b y TA M A R A C L A R K E
PICTURE THIS →
/Samsung Galaxy A55 5G
Samsung Galaxy A55 5G takes you from
day to night with enhanced “nightography”
features giving you clearer and more
vibrant photos even in poor lighting
conditions. The device also features
advanced artificial intelligence (AI)-
powered Image Signal Processing (ISP)
that produces stunning low-light images,
while Night Portrait mode and 12-bit high
dynamic range (HDR) video ensure the
people in every image look great too.
Additional photography capabilities
include optical image stabilization (OIS)
and video digital image stabilization (VDIS)
that keep photos and videos crisp even
when filming on the go. The new device is
also outfitted with a Super AMOLED
display and a 6.6-inch screen, as well as
tamper-resistant hardware. Plus, with
Samsung Knox, Galaxy’s multi-layer
Eye on you ↑
/Logitech MX Brio 705
Logitech has unveiled its most advanced webcam yet,
MX Brio 705, a revolutionary high-end webcam for
enterprises. MX Brio’s Ultra HD 4K resolution and
advanced webcam sensor with 70% larger pixels
renders an ultra-sharp image. Plus, artificial intelligence
(AI)-enhanced image quality takes auto light correction
further with face-based image enhancement, which
provides a more natural image. Advanced
customization options allow you to fine-tune your
appearance by manually adjusting exposure, tint,
vibrance, field of view, and more using Logi Options+,
Logi Tune, and G HUB software. Plus, Show Mode
makes it easy for you to share sketches or other
physical objects on your desk by simply tilting the
webcam. MX Brio also has two beamforming mics to
reduce background noise so that you can be heard
clearly, as well as an integrated privacy shutter. Plus,
the RightSight autoframing feature, which detects and
centers on the speaker even as they move around, can
be enabled through Logi Tune for enterprise customers
security platform that’s designed to
with the MX Brio 705. For IT teams outfitting employee
safeguard critical information, and protect
workstations and home offices, know that the MX Brio
against vulnerabilities with end-to-end
705 for Business, the plug-and-play enterprise model,
secure hardware, real-time threat
is compatible with most video conferencing platforms,
detection, and collaborative protection,
and is certified for Microsoft Teams, Google Meet, and
Galaxy A55 5G keeps you connected-
Zoom, and also works with Chromebook.
safely.

On the go ←
/Acer Swift Go 14
Powered by the new Intel Core Ultra 7 155H
processor and verified as an Intel Evo Edition
platform laptop, the Acer Swift Go 14 offers
features such as instant wake, fast charging,
and extended battery life of up to 12.5 hours.
The Intel Ultra Core H Series processors also
come equipped with a dedicated artificial
intelligence (AI) engine in the form of Intel AI
Boost, as well as a built-in Intel Arc graphics
processing unit (GPU), delivering optimized
IMAGES © SAMSUNG | ACER | LOGITECH
AI-supported technology. Plus, there’s also
Acer PurifiedVoice technology to remove
unwanted background noises, as well as Acer
PurifiedView to showcase the best on-screen
appearances, enabling background blur,
automatic framing, and gaze correction. The
Swift Go 14 also features essential connectivity
ports, which includes USB Type-C, HDMI 2.1,
and a MicroSD slot. The aluminum chassis
weighs in at 1.32 kg and is 14.9 mm thin,

performance and immersive experiences for
gaming or content creation. Streaming or
videoconferencing on the Swift Go 14’s 1440p
QHD webcam is more responsive, and it also
requires less power from the device with
making it easy to carry in a bag or by hand.
Sleek, light, yet powerful, the Acer Swift Go is
the ideal laptop for dynamic users who are
constantly on the move, and seeking versatility
from their devices.

TAMARA CLARKE, a former software development professional, is the tech and lifestyle enthusiast behind The Global Gazette, one
of the most active blogs in the Middle East. The Global Gazette has been welcomed and lauded by some of the most influential tech
brands in the region. Clarke’s goal is to inform about technology and how it supports our lifestyles.
Talk to her on Twitter @TAMARACLARKE. theglobalgazette.com

April 2024 / E N T R E P R E N E U R . C O M / 47
 B/ Gear
The Executive
Selection
From better goods to better
wardrobe bests, every issue, we
choose a few items that make the
approved executive selection list.
In this edition, our picks include
Cartier, Audemars Piguet and
Bouguessa.
48 / E N T R E P R E N E U R . C O M / April 2024
100 YEARS STRONG ↓
Cartier
2024 sees French luxury house Cartier
marking 100 years of its iconic Trinity
ring, and it has reeled in celebrities from
around the world to celebrate the
occasion. Indeed, the centenary has led
to the release of a campaign film
featuring Cartier ambassadors Paul
Mescal, JISOO, Yara Shahidi, Jackson
Wang, and Labrinth. Much like Trinity’s
triad of rings, they can be seen
navigating their paths individually, but,
at the same time, in perfect harmony
with each other, gracefully traversing an
infinite landscape. Meanwhile, Cartier is
celebrating 100 years of Trinity by
unveiling three new variations of the
ring: this includes a cushion-shaped
version, a modular version, as well as
an XL version. Also, take note: the
collection also includes a reissue of the
XL bracelet, a true cult piece.
cartier.com
 TIMELESS ELEGANCE ↓ /
Audemars Piguet X John Mayer

Swiss haute horlogerie manufacturer the case of this QP, it’s like looking up at a
Audemars Piguet has teamed up with moonless sky,” Mayer added. “There is a
John Mayer, the acclaimed American true sense of nature in it. And when you
singer, guitarist, and watch collector couple that sense of depth and vastness
(who’s also a longstanding friend of the with the complication of a perpetual
brand), to design the last iteration of the calendar, it is a very powerful combination
Royal Oak Perpetual Calendar equipped of technical prowess and aesthetic
with the Manufacture’s self-winding design.” audemarspiguet.com
Calibre 5134. “My favorite watches have
dials that you can stare endlessly at,”
Mayer said, in a statement. “A great
watch dial feels like a picture window-
you look into it, not at it.” Such a
philosophy would thus explain the result
of the Grammy award-winning artist’s
efforts with Audemars Piguet- a timelessly
elegant watch in 18-carat white gold,
enhanced by a deep blue dial, where
every detail speaks in unison to create a
landscape evocative of a crystal sky.
Limited to 200 pieces, this distinctive
timepiece combines the aesthetic power
of the Royal Oak with the refinement and
astronomical roots of the perpetual
calendar, or quantième perpétuel (QP). “In

← ↓ Emporio Armani
Autumn/Winter 2023
I M A G E S C O U R T E S Y N AT H A N I E L G O L D B E R G © C A R T I E R | A U D E M A R S P I G U E | B O U G U E S S A .

EDITOR’S PICK
BOUGUESSA SPRING
SUMMER 2024 ↑
UAE-based contemporary ready-to-wear label
Bouguessa has unveiled its Spring Summer 2024
collection, which aims to redefine modern elegance
by seamlessly fusing minimalistic aesthetics with
captivating hues. The line offers a versatile range of
wardrobe essentials, at the heart of which lies a
meticulously curated color palette of camel,
nutshell, pink, and sky blue. From sleek suits that
exude power and confidence, to flowing dresses
that evoke grace and femininity, as well as stylish
basics perfect for everyday wear, each piece is
meticulously crafted to seamlessly transition from
day to night. Whether dressing for a boardroom
meeting or a weekend brunch, the collection caters
to the diverse needs of the modern woman,
providing effortless elegance for every occasion.
bouguessa.com

April 2024 / E N T R E P R E N E U R . C O M / 49
It’s All About the Connections
Five steps to build your entrepreneurial community in the MENA
IT’S ONE THING TO NETWORK, and another to build a community- and
both are substantially more difficult for an entrepreneur new to the
MENA region.
The UAE, attracting 40% international guests to its networking events,
is very multicultural. And for those who stay, it’s all about knowing the
right people, and adjusting your approach to get into the right circles.
The UAE holds some of the biggest global tech events, from Abu Dhabi
b y B Y M A R YA M A . H A S S A N I
Finance Week to GITEX. The latter boasts of over
170,000 attendees across the four-day event- that’d leave
one with just 68 seconds to engage with each individual,
and determine who those “connectors” are.
But newcomers shouldn’t be disheartened by such stats.
Professional networking in the tight-knit community is
best through warm introductions and a friendly rapport . }}
April 2024 / E N T R E P R E N E U R . C O M / 51
 ‘T/ Pro
Here’s an explainer on how
entrepreneurs new to the
MENA can access the right
community groups, and once
there, make a favorable
impression
1/ PUT YOURSELF OUT
THERE– GO TO THE EVENTS
Multiple communities exist
in the tech space; however,
you need to know how to get
in. In the MENA region,
everything happens on
WhatsApp: more than 8 in
10 of the population are on
the platform. That figure
soars above other regional
social networks, meaning
entrepreneurs looking to
find when and where the
meetups are will find them
there. But the question is,
how do they get added to
these informative WhatsApp
groups? The best chance of
getting pointed in the right
direction is to go to the
flagship events, and make
friends with the most
52 / E N T R E P R E N E U R . C O M / April 2024
popular guests. Think of
events like STEP
Conference, GITEX, and
Sharjah Entrepreneurship
Festival. Spanning across
multiple tech fields, these
events are some of the indus-
try’s most-attended,
highest-rated, and most
anticipated. In addition,
being part of application-
based communities like
Global Shapers, or a startup
program like Techstars, for
example, is another way to
get invited to great events.
2/ UNDERSTAND THE
CULTURAL CLIQUES With the
MENA tech ecosystem still
growing, many people across
communities already know
each other, and you are likely
to see familiar faces at all the
major tech conferences. The
trick is understanding how
each clique likes to socialize.
For example, in Dubai,
perhaps you find yourself
interacting with a
sector-based crowd, like the
blockchain bros. If that’s the
case, keep your crypto
terminology updated, since
you’ll stick out of the crowd
otherwise. Or, say, you
stumble into a more
traditional community- they
typically meet at a
coworking space or cafe
right after work. Then, you
have your outgoing
communities, which tend to
meet up later in the evening
around downtown. As an
Emirati founder in the
Middle East, I usually prefer
daytime events. Still, as a
first-time founder, there’s
something to learn from
every community- particu-
larly those formed
organically by experienced
founders, since they are
often more open to helping
and giving advice. That said,
some communities are
government-led, and they
have a more structured feel
to them, with events such as
weekly breakfasts scheduled
at particular times.
Newcomers should not feel
deterred if guests there tend
to keep to themselves, and
are more focused on the
buffet, than meeting new
people. That’s just what
happens when you put food
in front of a hungry founder!
3/ BUILD RAPPORT THE MENA
WAY Though it’s hard to
keep up and stay consistent
with events (trust me, the
introvert in me knows!), it’s
important to attend
community events regularly.
In an ecosystem with so
many visitors passing
through, putting in the effort
to show up -and give
back- will leave a lasting
impression. Focus on
building meaningful
relationships, be humble,
and adopt a give-first
approach. The next time you
are in the area, invite them
for coffee, and ask whether
they know any community
members with whom your
background can help.
Reaching out to those who
know you well will help you
receive warm introductions,
and get you into those
tight-knit communities.
Now, while it’s a tactical
approach to bond with
someone who can help
connect you forward, it is
essential to be authentic.
Find commonalities. Follow
up. Pay it forward. Whether
sending thank-you emails,
connecting on professional
platforms, or scheduling
future meetings, make each
interaction count, and
always do what you say you
will.
4/ KNOW YOUR PURPOSE
(AND OTHERS’) Not every
event or community meetup
guest will have the same

IN THE MENA REGION, EVERYTHING
HAPPENS ON WHATSAPP: MORE THAN
8 IN 10 OF THE POPULATION ARE ON THE
PLATFORM.”
intentions as you. Besides
understanding the cultural
cliques, it’s a must to
contemplate and align
intentions as well. Suppose you
are there to get leads or find
new clients. You can consider a
more targeted approach. If the
event has an app, text through
that, while respecting their time
and preferences, of course.
Ensure communication is
relevant and valued. Those new
to the region should start with a
more thoughtful approach -
focus on getting to know the
space and community, and see
where you fit. A sense of
direction and purpose makes
initiating conversations and
leaving a memorable impression
easier. Knowing your purpose
also enables you to articulate
your goals and interests clearly,
making it easier for others to
understand how they can
collaborate. It allows you to
focus on creating meaningful
connections that are more likely
to be mutually beneficial in the
long run.
5/ FIND TOOLS THAT WORK FOR
YOU LinkedIn and WhatsApp
have become essential parts of
the networking toolkit.
However, leveraging
relationship management tools
such as Dex, as well as artificial
intelligence (AI)-native
networking tools like Zealous
(which is my enterprise, by the
way!) can help professionals
network efficiently, and make
the most of their time and
effort. Meeting someone and
adding them to LinkedIn is only
the first step; what is really
going to make the relationship
Decoding
consumer
behavior
Is it logic or emotion that fills our shopping
basket?
is what you do afterward. by BY PETRA SMITH
H
Leverage features or event
apps that help you screen
professionals by relevance. ave a quick look around you. What you
Looking for a co-founder? might notice is the sheer volume of items
Fundraising? Want to make that are not there because they are
friends? Clarity on who you needed. They are present because they
should meet -and if they would were wanted at the time when they were
want to meet you too- is bought.
beneficial for both parties. But what makes us buy things that we
Today, networking apps are
don’t necessarily need- and how do we
available that help you connect
with people by relevance to respond to various marketing touch
ensure every relationship is points on our journey to the check out?
meaningful. AI is assisting Here’s an explainer:
professionals in nurturing these
connections, from timely
reminders to reconnect at the
most appropriate time to
predesigned prompts that help
clarify intentions.
The main challenge in MENA
is that it’s all about having an
“in.” By understanding what the
communities are about, showing
genuine interest, and providing
value to the members, you are
more likely to be introduced to
the community. Entrepreneurs
in the area should be clear on
their networking goals, and pay
attention to what others say,
using the tools available to
ensure each interaction is
intentional and meaningful. All
the best!
Maryam A. 1/ OUR PERCEPTION OF PRICE DEPENDS ON HOW IT’S
Hassani is the PRESENTED TO US Price might seem like a perfectly
co-founder and CEO logical element as it’s quantified; however, there is so
of Zealous, an much more to how we see it. Imagine you are in a
artificial intelligence restaurant, and you are choosing a bottle of wine. Based
(AI)-powered networking tool for on your taste, the waiter presents two premium wine
goal-driven individuals to find, options: Wine A at GBP50 per bottle, and Wine B at
meet, and stay connected with GBP40 per bottle. The initial price sets the reference
their professional network at their point for the value of wines on the menu, and even
preferred time and place. though Wine B is still a premium wine, the presence of
www.getzealous.com Wine A influences our perception of its value.
April 2024 / E N T R E P R E N E U R . C O M / 53
 ‘T/ Marketing

on customer rating, or the number

of people who bought the same
products over the last period and.
By default, we look to the actions
and choices of others to determine
our own behavior. This is because we
believe that if others are doing
something, it must be the right thing
to do. This social proof can be
presented in various forms, includ-
ing positive reviews and ratings from
other customers, testimonials that
talk about a product or service’s
quality, influencers promoting a
product or cause, or metrics such as
follower counts, subscribers, and
views on social media or video-shar-
ing platforms.
When we see that others had
positive experiences, we are more
likely to trust their judgement, and
we feel more confident in making
the purchase. This positive social
proof reduces risk, and reassures us
about the quality and reliability of
the product or service, as well as
triggers fear of missing out on
products that others are already
enjoying, and therefore creates a
sense of aspiration.

3/ WE WANT TO FEEL VALUED

Imagine walking into a shop where
BY DEFAULT, WE LOOK TO THE ACTIONS AND CHOICES OF they know your name, or receiving
OTHERS TO DETERMINE OUR OWN BEHAVIOR. THIS IS an email with recommendations
BECAUSE WE BELIEVE THAT IF OTHERS ARE DOING based on your past purchases. If the
SOMETHING, IT MUST BE THE RIGHT THING TO DO.” person or sender on the other side
understands your preferences and
interests, you are more likely to feel
valued as a customer, and therefore
But then, the waiter introduces Wine C, such as GBP99.99 as significantly lower more likely to buy from them.
the house wine priced GBP30 per bottle. than prices with higher leftmost digits A personalized approach, whether
At this point, however, you already such as GBP100.00, even when there is that’s online or offline, enhances our
established the price for Wine A as a very little difference. In addition, we shopping experience, and fosters a
higher anchor, and as a result even associate prices ending in 9 with sense of connection and loyalty. If
though Wine C might be a great option discounts, promotions, or sales, leading we feel that the seller knows us, we
on its own, you perceive it as less us to perceive the product as a better are more likely to positively respond
attractive. And that’s because Wine A’s deal, compared to similar items priced to suggestions on complementary
higher price tag makes Wine B seem at rounded numbers. products based on our previous
more affordable by comparison. purchases or products that other
Another usual trick our brain plays on 2/ WE ARE IMPACTED BY REVIEWS AND shoppers with similar preferences
us is how we see prices ending with RECOMMENDATIONS Have you ever enjoy.
number 9. Also known as the left digit looked at hotel ratings when booking a What’s more, based on the seller’s
effect, we tend to focus more on the holiday? And did positive or negative recommendations, we might find
leftmost digit of a numerical value when comments from previous guest impact ourselves discovering new products
making decisions. This leads us to your decision? There is a good reason and brands that we would have not
perceive prices ending in lower digits why most e-shops include information known otherwise, expanding our

54 / E N T R E P R E N E U R . C O M / April 2024

SCARCITY AND URGENCY EXPLOIT OUR INNATE DESIRE FOR
INSTANT GRATIFICATION. AS HUMANS, WE ARE WIRED TO SEEK
IMMEDIATE REWARDS, AND AVOID DELAYED GRATIFICATION
WHENEVER POSSIBLE.”
horizons- and the size of our
shopping basket.
4/ WE ARE DRIVEN BY
SCARCITY AND URGENCY
When was the last time you
bought a product in a
limited-time sale? Or felt like
you needed to make a buying
decision quickly because the
clock was ticking?
If we are presented with an
opportunity to buy some-
thing that is only available
for a limited period, whilst
mentioning that there are
only limited quantities
available, we are more likely
to act. Scarcity and urgency
create a sense of exclusivity
and value, and trigger our
fear of missing out (FOMO).
When we believe that a
product or sale is limited in
availability or duration, we
might experience regret at
the thought of not taking
advantage of it, and feel
more curious and interested
in the offering– as a result,
we are more motivated to
explore the product, and to
consider buying it.
Scarcity and urgency
exploit our innate desire for
instant gratification. As
humans, we are wired to
seek immediate rewards,
and avoid delayed gratifica-
tion whenever possible.
When we see an offer that is
only available for a short
period of time, our brain
interprets it as a fleeting
opportunity for instant
gratification, compelling us
to seize the moment, and
make a purchase- before it’s
too late.
5/ WE SUBCONSCIOUSLY
NOTICE PRODUCTS MORE
WHEN WE ARE INTERESTED
IN THEM When we learn
about something new or
become aware of a
particular brand or product,
we often start noticing it
everywhere around us. It
gives us the impression that
the product we just learned
about has suddenly become
more common or prevalent,
even though it hasn’t
increased in frequency.
What happens is that after
our initial exposure, we
become aware of this new
product, and it sticks in our
memory. We might start
thinking about it, or even
researching it further. Once
we become aware, our brain
begins to unconsciously
prioritize it. This means that
we start noticing it more
often in our everyday life. It
seems like it’s suddenly
everywhere, and we may
even think that its presence
has genuinely increased.
But the frequency of the
product we have become
aware of hasn’t changed.
What has changed is our
perception and attention
towards it- our brain is now
more attuned to recognizing
it, making it appear as
though it’s occurring more
frequently. And as a result,
we often feel that it’s a sign
to buy it!
As shoppers, we are
constantly navigating a
complex web of influences
that shape our buying
decisions, and by gaining a
deeper understanding of
what leads to these deci-
sions, we can become more
mindful shoppers. So, the
next time you find yourself
reaching for that impulse
purchase, or hesitating over
a decision to buy, take a
moment to consider the
factors at play behind your
choices before heading to
checkout.
Incorporating consumer
psychology into your
April 2024 / E N T R E P R E N E U R . C O M / 55
marketing strategies doesn’t
require a large budget. Yet,
understanding what makes
your customers tick, and
using that knowledge to
create a more compelling
and customer-centric
experience is a strategic
advantage. Marketeers who
tap into the psychological
aspects of consumer
behaviour can connect with
their target audience on a
deeper level, drive conver-
sions, and build a loyal
customer base that will help
their business thrive.
Petra Smith is
the founder and
CEO of
Squirrels&Bears,
an
award-winning marketing
and public relations (PR)
agency helping businesses to
look and grow bigger. With
over 15 years of combined
in-house and agency
marketing experience,
working with B2B and B2C
brands globally, Petra is a
strong advocate of size not
being an obstacle, and that
squirrel or bear-sized, any
business can create a visible
brand that drives sales and
customer loyalty.
squirrelsandbears.com
 ‘T/ Pro
FINAL CALL
Let’s take men out of “business class”
in the Arab world
(Only from a linguistic perspective though)
b y R U WA I D A A B E L A N O R T H E N
I
n the grand, glittering dance floor of
professional life, where confidence is the
currency, and achievements are the dress
code, there lurks an uninvited guest at
every woman’s party: the Impostor
Syndrome.
This unwelcome plus-one whispers doubts
and insecurities, convincing many brilliant
women they’re merely wearing a costume of
competence, about to be unmasked at any
moment.
A linguistic quirk underscores the
challenges women face in professional
spheres, especially poignant for those of us
who frequent the skies. In some of the
region’s largest airports as well as aboard
numerous regional airlines, “Business Class”
is still translated into Arabic as “Business
Men Class.”
56 / E N T R E P R E N E U R . C O M / April 2024
Each sighting of this phrase
-ironically, every time I am
traveling on a business trip- is a
sharp reminder of the pervasive,
albeit sometimes subtle, ways in
which women are marginalized,
even in supposedly universal
spaces like airports.
And no, this isn’t merely a
trivial annoyance- it’s a symbol
of the hurdles women continue
to navigate, a linguistic relic of a
bygone era that persists in our
supposedly progressive times.
IT’S ALL ABOUT THE NUMBERS
You’ve probably heard this
statistic: men apply for a job
when they meet only 60% of the
qualifications, but women feel
they should only apply only if
they meet 100% of them. This
discrepancy isn’t just about
confidence; it’s about the
societal blueprint we’re given
from a young age, particularly
pronounced in my generation in
the Middle East. Men are often
encouraged to leap with
abandon, while women are
taught to approach
opportunities with caution,
meticulously evaluating their
qualifications before making a
move. This disparity in job
application behavior
underscores not just individual
doubts, but systemic structures
that shape our self-assessment.
HIGH HEELS AND LOW CEILINGS
Every woman, at some point,
feels as though she’s performing
a high-wire act in stilettos,
balancing between her actual
achievements, and the fear of
being called out as a fraud.
Picture this: you’re walking the
tightrope, juggling your talents,
successes, and occasionally, a
glass of bubbly (because, why
not?). Below you, the Impostor
Syndrome waits with a net,
convinced you’ll fall into its
embrace. Spoiler alert: you
won’t. You’ve walked in heels on
cobblestones (another male
invention)- you can handle this.
THE SECRET SOCIETY OF “I’VE
JUST BEEN LUCKY”
It’s a cult many of us didn’t sign
up for, but find ourselves
members of nonetheless- the
“I’ve Just Been Lucky” society.
Here, accomplished women
attribute their successes to sheer
luck, serendipity, or even a
clerical error. Meetings are held
in the minds of brilliant women
everywhere, featuring keynote
speakers like “Chance” and
“Right Place, Right Time.” But,
it’s time to walk away from such
notions. Your achievements are
not a lottery win; they’re the
result of your hard work,
dedication, and that extra bit of
sparkle you bring to everything
you do.
THIS OLD THING?
In the intricate dance of
professional and personal life,
many women have been
choreographed to sidestep
compliments, to stand a little
less tall, as if their brilliance
might cast too long a shadow
over others. It’s as though we’ve
been programmed with a
modesty reflex, a quick “Oh, it
was nothing” or a diverting
“Anyone could have done it” at the ready
whenever praise comes our way. This
dance is delicate, one where we’re careful
not to step on toes, to not shine too
brightly. But then, a thought twirls onto
the dance floor: if my achievements
make anyone feel inadequate, that’s not
on me. This isn’t about ego or vanity; it’s
about recognizing that diminishing our
light does no favors to the world. We
learn that we shouldn’t feel guilty or shy
away from our success. Instead, we
embrace it, standing tall, not to
overshadow but to illuminate paths for
others.
REVOLUTIONARY REVELATIONS
These revelations -the disparity in job
application confidence as well as the
linguistic oversight of “Business Men
Class”- serve as a backdrop to our dance.
They remind us that the masquerade ball
of professional life is set against a
complex tapestry of societal expectations
and cultural norms. But recognizing
these challenges is the first step towards
rewriting the rules of the dance, towards
a world where women apply for roles
with the boldness of their counterparts,
TO EVERY WOMAN WHO’S EVER FELT THE STING OF THE
IMPOSTOR SYNDROME, KNOW THIS: YOUR ACHIEVEMENTS
ARE NOT A MATTER OF LUCK OR SERENDIPITY. THEY ARE
THE RESULT OF YOUR TALENT, HARD WORK, AND RESILIENCE.
and where “Business Class”
unequivocally includes the brilliant
women who sit in it.
DANCING THE DOUBTS AWAY
Imagine twirling across the dance floor
with your doubts. At first, they step on
your toes, and you stumble. But as the
night goes on, you learn to lead. You real-
ize that everyone has a shadow of doubt
following them around, and that’s okay.
It’s part of the dance. The trick is to keep
moving to the rhythm of your
achievements, letting the music drown
out the whispers of the Impostor
Syndrome.
CULTIVATING OUR GARDENS
We each have a green plot of land, a
garden of our potential. While we do
what we can to help others flourish,
nurturing, encouraging, and even
sharing our water when theirs runs dry,
the ultimate responsibility to tend to
one’s garden lies within. Each of us must
water our own, bask in our sunlight, and
embrace the seasons of growth and
renewal. The realization that it’s not
selfish to thrive, to accept compliments
gracefully, and to own our achievements,
is liberating. It allows us to stand taller,
not in competition but in solidarity,
knowing that our gardens can coexist,
each a testament to individual care,
passion, and resilience.
THE INVISIBLE TIARA
In the quest to shield ourselves from the
Impostor Syndrome’s prying eyes, many
don the disguise of perfection. This
costume, though dazzling, is itchy,
uncomfortable, and frankly, a bit last
season. It’s a garment made of late
nights, self-doubt, and the pursuit of an
unattainable standard. Let’s hang it back
in the closet. Instead, wear your “good
enough” with pride- it’s the new black,
didn’t you hear? It pairs well with
everything, and it brings out the color of
your real, authentic self.
Let’s also not forget the power of our
collective voice to challenge and change
the narrative. The statistic that
highlights our hesitation in job
applications is a call to action- to mentor,
to encourage, and to apply with the
confidence of knowing we belong in
every space we aspire to. And as for the
outdated translation that greets us on
every business trip? Let it serve not as a
reminder of exclusion, but as a
motivation to demand more inclusive
language and recognition in every
sphere, including the skies.
So, to every woman who’s ever felt the
sting of the Impostor Syndrome, know
this: your achievements are not a matter
of luck or serendipity. They are the result
of your talent, hard work, and resilience.
Your invisible tiara is very much real,
and it’s time the world recognizes the
queens who wear them.
Together, let’s adjust our tiaras, not to
make them less visible, but to ensure
they shine even brighter, reflecting the
truth of our achievements, the depth of
our capabilities, and the unwavering
strength of our spirits.
Ruwaida Abela Northen is
the founder and CEO of JRN
Consultancy, a boutique
agency specializing in
luxury lifestyle, travel, and
hospitality. jrnconsultancy.com
April 2024 / E N T R E P R E N E U R . C O M / 57
58 / E N T R E P R E N E U R . C O M / April 2024
April 2024 / E N T R E P R E N E U R . C O M / 59

THE RECAP
T
he 2024 edition of the E-Business
Awards, which was staged by
Entrepreneur Middle East on March
8, 2024, in the UAE at the Habtoor
Palace in Dubai, celebrated stand-
out innovation and creativity in the digital
domain by individuals and businesses in the
MENA region.
Staged with the support of in5, Fluidmeet,
and TheImpression.me, the E-Business
60 / E N T R E P R E N E U R . C O M / April 2024
PRESENTED BY
Awards 2024 was a production of BNC
Publishing, the media house behind
Entrepreneur Middle East.
With the trophies presented by BNC
Publishing CEO Wissam Younane and
Managing Director Rabih Najm, the
E-Business Awards 2024 recognized
individuals and teams who have successfully
used digital solutions to solve business
problems and influence outcomes.
 Best E-Service Company of the Year / Motoboy
Information Security Champion of the Year / DataPatrol
Trading Platform of the Year / CFI Financial
E-Solution of the Year / Udenz
HR Solution of the Year / RemotePass
Healthtech Company of the Year / Okadoc
Proptech Company of the Year / Prypco
Web3 Consultant of the Year / Luna PR
Robo-Advisor of the Year / ZAD
Bitcoin Mining Company of the Year / Phoenix Group
Social Platform of the Year / Lyvely
Small Business of the Year / Where My Paws At
Disruptor of the Year / Drink Dry
Digital Transformation of the Year / Virtuzone
Digital Bank of the Year / Wio Bank PJSC
Ecosystem Enabler Of The Year / Dubai Future District Fund
Startup of the Year / Sukooni
E-Business of the Year / Foodics
E-Business Leader of the Year / Bundeep Singh Rangar, Group CEO of PremFina,
and CEO of Fineqia and IndusView

BNC PUBLISHING CEO Wissam Younane

The E-Business Awards 2024 coincided with International Women’s Day 2024

April 2024 / E N T R E P R E N E U R . C O M / 61
 Digital Bank of the Year /
WIO BANK PJSC

E-Business Leader of the Year / Bundeep Singh

Rangar, Group CEO of PremFina, and CEO of
Fineqia and IndusView

Best E-Service Company of the Year /

Motoboy

Robo-Advisor of the Year / ZAD

62 / E N T R E P R E N E U R . C O M / April 2024
 Disruptor of the Year / Drink Dry

Digital Transformation of the Year /

Virtuzone

Bitcoin Mining Company of the Year / Phoenix Group

April 2024 / E N T R E P R E N E U R . C O M / 63
 Ecosystem Enabler Of The Year / Dubai Future District Fund

Small Business of the Year / Where My Paws At

E-Business of the Year / Foodics

64 / E N T R E P R E N E U R . C O M / April 2024
E-Solution of the Year / Udenz

Web3 Consultant of the

Year / Luna PR

Healthtech Company of the Year / Okadoc

April 2024 / E N T R E P R E N E U R . C O M / 65
 Information Security Champion of the Year / DataPatrol

Social Platform of the

Year / Lyvely

Trading Platform of the Year / CFI Financial

66 / E N T R E P R E N E U R . C O M / April 2024
 Proptech Company of the Year / Prypco

Startup of the Year /

Sukooni

HR Solution of the Year / RemotePass

April 2024 / E N T R E P R E N E U R . C O M / 67
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 → MOHAMED ALZAABI is
the founder of Abu
Dhabi-based pet care
platform, PetRepublic.
IMAGES COURTESY YOUMI BEAUTY

Whiskers, Wags, and Wellness

With his Abu Dhabi-based venture PetRepublic, Mohamed Alzaabi has created a one-
stop-shop for any and all pet care services in the UAE b y A A L I A M E H R E E N A H M E D

April 2024 / E N T R E P R E N E U R . C O M / 69
 B/ The Big Idea

W
ith great pets come great that Alzaabi launched PetRepublic, an Abu Dhabi-based
pet care platform that has been especially catered toward
responsibilities. Now, I pet owners in the UAE. “When I first thought about
apologize if my take on this PetRepublic, I had the idea for a platform where I could
iconic Spider-Man line get everything for my pet in a single place,” Alzaabi
explains. “As such, at PetRepublic, we are making it a
wasn’t to your taste, but one-stop-shop for pet owners. More importantly, we are
there is immense truth in the also innovating how pet care is being done by having the
statement itself- after all, first ever e-passport, which will ease the process of booking
taking care of our animal and managing your pet’s medical records.”
Alzaabi launched PetRepublic in 2022 as an app
companions comes with a -available on the Apple Store as well as Google Play
multitude of tasks to be Store- that connects its users to a network of certified pet
mindful of. However, care centers in the UAE. On the app, users can choose from
a variety of services to book for their pets, which include
managing all of them can become a complicated grooming, boarding, and training, pet products such as
affair- and it’s a problem that Mohamed Alzaabi premium food and toys, and a pet taxi service that allows
came to realize as a pet owner himself in the UAE. for hassle-free transportation to and from various
locations. “However, our main service would be the
e-passport, which runs on a subscription basis,” Alzaabi
adds. “It basically changes how the current system is by
} “I used to have a really hard time finding a pet care center that offering a database for microchipped pets, veterinary
was within my schedule and budget, because I would have to call information courtesy artificial intelligence, an ownership
several centers to get their pricing, and find if they’re available to transfer feature, and medical recordkeeping. The other
take an appointment,” Alzaabi recalls. “The second issue came with services would be booking appointments for various pet
the vaccination book for a pet, or what we call the pet passport. care services and ordering products. The reason that we
The thing is, it’s just a notebook with information- but there is no choose these offerings is that it would be the most
database! So, if, God forbid, my pet goes missing, then that’s it! I fundamental service every pet owner would need, and if
wouldn’t be able to find him.” It is therefore to tackle such issues you have a pet, then you’re our target market.”

} According to Alzaabi, PetRepublic’s e-passport seam-

lessly binds the many different facets of the startup’s
operations. “We took a look at all the different marketplac-
es that are currently in use for the last 10 years, and
modeled our user journey based on them, which would
allow the platform to be easy to use, because even though
we are a tech startup that wants to innovate, we also want
to keep the user interface as simple as we could,” Alzaabi
explains. “The user would therefore initially have to sign
up, create an e-passport, following which they can get the
free e-passport and start booking appointments or
ordering products, or get a subscription for added benefits,
and actually be registered on the database.” Now, if you
take a close look at PetRepublic’s approach towards pet
care, you’ll notice that it directly addresses the rules set in
place for pet owners by the UAE government. For example,
in the UAE, dogs and cats must be microchipped and
receive their annual vaccinations, with a new municipality
registration tag issued after every vaccination. However,
Alzaabi notes that there are also several other day-to-day
responsibilites that PetRepublic seeks to help pet owners
with as well. “There are several issues that pet owners face,
such as not knowing which weight range to choose when
booking an appointment, as every weight range has a
different price,” he explains. “And, again, the whole debacle
of pet vaccination books or passports not being verified or
being on a database, which we have solved by creating a

70 / E N T R E P R E N E U R . C O M / April 2024

THE MOST REWARDING PART OF LAUNCHING PETREPUBLIC IS
TALKING TO THE PET OWNERS AND HAVING THEM LOVE THE
PRODUCT ITSELF AND ACTUALLY FEELING THAT WE HAVE SOLVED
SOMETHING THAT THEY HAVE BEEN STRUGGLING WITH.”
↑ PETREPUBLIC’S digital version. Another issue is that we have a lot
user-friendly app of expats that come here, and do not know where
seamlessly
to take their pets, or where to find good pet stores,
connects users to a
network of certified So we are solving all that by creating a one stop
pet care centers, shop at PetRepublic.”
ensuring the
well-being of their } Now, while Alzaabi’s journey into entrepreneur-
pets. ship began from a personal pain point, the founder
says that the sense of accomplishment that has
unraveled along the way has been a welcome
addition. “The most rewarding part of launching
PetRepublic is talking to the pet owners, and
having them love the product itself, and actually
feeling that we have solved something that they
have been struggling with,” he says. “The sort of
impact that we hope to create is to innovate, and
change how pet care is being done in the region by
providing a better and a higher standard of care.”
But this journey towards reaching a state of
purpose and vision did come with plenty of
bottlenecks, reveals Alzaabi. “The most challenging
aspect of my entrepreneurial journey so far has
been that in the beginning, I would get that
reassuring and satisfying feeling of having created
this amazing idea and an amazing pitch deck, but
in the end, one has to work hard day and night to
achieve the end goal,” he explains. “I learned that
however much I know, I still have a long way to go,
and that itself is a motivation to keep going. For
example, when I launched the product, I remem-
ber when I first pitched the idea at GITEX 2022
[an annual tech and startup event held in
Dubai]- I thought it would be easy: I would pitch,
get an investment, and be able to grow in a really
short amount of time! But starting a business or a
startup is one of the most tiring endeavors, and it’s
really a long-term investment in a way. But after all
that hard work, you would have something that
you created, and that you would be proud of.”
} While Alzaabi’s participation at GITEX 2022
was the first step in realizing his entrepreneurial
ambitions, it was a pitch competition held by
Sandooq Al Watan, a UAE-based not-for-profit
organization, in January 2023 that truly catapult-
ed his business venture forward. “Winning the
Sandooq Al Watan pitch gave us a sort of valida-
tion and motivation to keep on working,” Alzaabi
says. “We were able to get two other grants that
allowed us to go from an idea to launching the
product, And that’s what’s amazing about this
country that there are so many opportunities that
would allow you to grow your business and achieve
what you wanna achieve. I then participated in
Shark Tank Dubai [the UAE adaptation of the
popular American business reality show, Shark
Tank] as well. I initially came on to the show with
an offer for 15% of AED600,000, but after some
negotiations with Elie Khouri -one of Shark Tank
Dubai’s judges, and the CEO of UAE-based
alternative investment firm, Vivium Holding- we
were able to settle at 22%. To be honest, when we
first applied to Shark Tank Dubai, we didn’t really
have to think much about it, but after going on the
show, and being able to get a deal, it felt surreal. I
feel that with the backing of Vivium Holding, who
are experienced in the marketing field, we will be
able to reach the goal that we’ve set our eyes on.
We are finally on the right track to create some-
thing that would change the pet care industry! The
most important thing about being an entrepreneur
is patience. It took me a year to launch the
product, and while it was a long time, it was worth
it.”
} Armed with the lessons he has learned so far,
Alzaabi is now dreaming bigger when it comes to
what’s next for PetRepublic- but he also says he’s
decided to take things one step at a time. “Our plan
for 2024 is to expand throughout the Emirates,
bringing all parties of the pet care industry in one
place,” he declares. “And while this is a challenging
endeavor, I have an amazing team and mentors
around me who will help us reach that goal.”
April 2024 / E N T R E P R E N E U R . C O M / 71
 S/ Ecosystem

Scaling New Heights

As Vishal Parmar’s VAP Group gears up to host the Global AI Show and the Global
Blockchain Show in Dubai in April, the founder discusses the secret to staying atop
ever-changing tech trends b y A A L I A M E H R E E N A H M E D

F
rom April 16-17, 2024, the
inaugural editions of two ← VISHAL PARMAR
is the founder and
tech events are set to CEO of VAP Group, a
be held concurrently at blockchain
the Grand Hyatt in consulting company
Dubai- this includes the with offices in India,
the UAE, Hong Kong
Global AI Show, as well and the UK.
as the Global Blockchain Show.
The organizing company behind
both events is VAP Group, a
2013-born blockchain
consulting company with
offices in India, the UAE, Hong
Kong and the United Kingdom,
which has today expanded its
operations to include the
organization of B2B events and
conferences.

} And leading this company from the front is Vishal Parmar,
founder and CEO of VAP Group, who believes his company is
about to weed out some nagging “industry deficiencies” in the
B2B events space. “We noted a stagnation in innovation and
engagement within B2B gatherings,” Parmar says. “Tradi-
tional formats failed to embrace emerging technologies, or
create immersive and interactive experiences. Seizing this
opportunity, we endeavored to introduce disruptive elements
such as cutting-edge technologies, and interactive engage-
ment platforms to redefine the B2B event landscape. The
inception of the events vertical at VAP Group was thus driven
by our determination to address these shortcomings. We
meticulously tailored events to cater to the unique require-
ments of professionals across various industries. By bringing
together thought leaders, decision-makers, and innovators,
we aimed to facilitate impactful discussions and collabora-
tions capable of instigating tangible real-world change.”
While the inception of the Global AI Show and the Global
Blockchain Show marks a steep curve in VAP Group’s growth
trajectory, it is also a significant milestone in Parmar’s
personal journey with the company. You see, when he
founded VAP Group in his native homeland India in 2013,
Parmar was still a teenager. “At the age of 19, I embarked on a
journey into entrepreneurship, driven by a vision to shape the
future of business,” Parmar recalls. “In the early days, I led a
team of 20, where my youth often set me apart. We started
with the digital marketing sector, and later expanded into
recruitment services, as well as the media industry. Seeing the
growth and potential in emerging technologies such as
blockchain and artificial intelligence (AI) propelled me to
step foot in the events and conferences domain. I was
inspired by Mark Zuckerberg. His journey resonated deeply
with my vision. This pushed me to forego traditional
education in favor of practical experience.”
} Having thus started out as a company that offered
services across public relations (PR) and advertising,
recruitment, content development, and media, VAP Group
eventually steered into the blockchain and Web3.0 space.
There, by offering its services to projects backed by such
advanced technologies, the company promised to build brand
and customer loyalty for its clients. “It was a bold move, but
one that ultimately positioned VAP Group as an innovative
player in the digital space,” Parmar says. “This step showed

72 / E N T R E P R E N E U R . C O M / April 2024
our commitment to embrac-
ing change and adapting to
groundbreaking technologies.
2023, in particular, marked a
period of unprecedented
growth and expansion for
VAP Group. We opened four
offices in India, and we
established our global
presence by inaugurating two
offices in Dubai and Hong
Kong. We are hopeful about
further expansion around the
world. Expanding into the
events sector was another
significant milestone. It
allowed us to reach a wider
audience through various
channels, form long-lasting
media partnerships, thereby
opening up new opportunities
for growth and collaboration.
This is what inspired me to
formulate events like the
Global AI Show and the
Global Blockchain Show.”
} But not everything in
Parmar’s entrepreneurial
journey transpired as
smoothly as it may seem on
the face of it. For starters, the
consequences of the COVID-
19 crisis put a dent on many
of VAP Group’s plans. But as
has been the case for most
businesses worldwide, it was
also a phase that allowed
Parmar and his team to
stretch the company’s
boundary of possibilities.
“One of the most important
lessons we learned from this
phase was the importance of
adaptability and agility in the
face of adversity,” Parmar
recalls. “We quickly realized
that sticking to our traditional
ways of doing business was no
longer an option. Instead, we
had to embrace change and
find innovative solutions to
navigate the new normal.
Moreover, the experience
underscored the importance
of building strong relation-
ships with our clients and
partners. By demonstrating
empathy, and understanding
their challenges, we were able
to forge deeper connections,
and find mutually beneficial
solutions. Looking back,
while the COVID-19 pandem-
ic presented numerous
challenges, it also served as a
catalyst for growth and
transformation. It forced me
to reassess my priorities,
innovate the company’s
processes, and emerge
stronger and more resilient
than ever before.”
} Today, more than a decade
since VAP Group’s launch,
the experiences that Parmar
and his team have had have
culminated into the forma-
tion of two events that aim to
create a considerable impact
within the tech industry: the
Global AI Show and the
Global Blockchain Show. So,
what exactly can visitors
expect to gain from attending
these two events? Well, for
starters, Parmar notes that
the Global AI Show is all set
to feature quite a unique
speaker during its sessions:
Sophia, a social humanoid
robot -said to be the world’s
↑ SOPHIA, a social humanoid robot -said to be the world’s first- developed by Hong Kong-based company
Hanson Robotics, is the official ambassador of both the Global AI Show as well as the Global Blockchain Show
first- developed by Hong
Kong-based company
Hanson Robotics. “Sophia
is also the official ambas-
sador of both the Global AI
Show as well as the Global
Blockchain Show,” he adds.
“Moreover, at the Global
AI Show, interesting
themes such as ‘AI in
Healthcare’ will spotlight
the most advanced
developments in the
healthcare sector powered
by AI. Visitors can also
look forward to an
exclusive sneak peek into
the new book by Jamie
Metzl (a geopolitical
expert, technology
commentator, and author
who has served in the
White House National
Security Council, the
United Nations, and the
U.S. State Department),
Superconvergence: How
the Genetics, Biotech, and
AI Revolutions Will
Transform our Lives,
Work, and World, which is
yet to be launched.”
}Similarly, the Global
Blockchain Show is
expected to foster impactful
April 2024 / E N T R E P R E N E U R . C O M / 73
conversations and
networking with key
industry experts, says
Parmar. “At the Global
Blockchain Show, attendees
will get to meet and
network with global leaders
in the Web3.0 domain
including Justin Sun
(founder of TRON, a global
blockchain-based decen-
tralized platform for
building and deploying
smart contracts and
decentralized applications);
Lennix Lai (Chief Commer-
cial Officer of OKX, a
Malta-based cryptocur-
rency exchange platform)
and Dominic Williams
(founder and Chief
Scientist at DFINITY
Foundation, a Switzerland-
based not-for-profit entity
that contributes to the
Internet Computer
blockchain),” Parmar
elaborates. “The event will
also provide a platform for
futuristic companies to
showcase their ground-
breaking solutions and
innovative products. From
decentralized finance
platforms to non-fungible
tokens and beyond,
 S/ Ecosystem
attendees will have the chance to explore
the latest developments in the block-
chain ecosystem firsthand.”
According to Parmar, choosing Dubai
as the location to inaugurate the Global
AI Show and the Global Blockchain
Show was an ideal decision. “Dubai’s
commitment to becoming a global hub
for emerging technologies is evident
through government initiatives like the
Dubai Blockchain Strategy and the UAE
Artificial Intelligence Strategy,” he says.
“These initiatives not only attract
startups, but also provide them with
support, resources, and access to
potential collaborators and investors. In
this context, events like the Global AI
Show and the Global Blockchain Show
play a crucial role. They serve as
platforms for thought leaders, industry
experts, policymakers, and entrepreneurs
to converge, exchange ideas, and address
challenges facing the AI and blockchain
sectors. By sparking meaningful
conversations, sharing insights, and
fostering collaborations, the Global AI
Show and the Global Blockchain Show
can catalyze innovation and drive
positive change within these industries.”
} As Parmar touches upon VAP Group’s
focus on fostering support for tech
startups in the quote above, it slowly
becomes evident that it is a sentiment
that holds prime value to the company.
“We have actually set up a startup
village at the Global AI Show and the
Global Blockchain Show,” Parmar
reveals. “This will give a chance to
startups and scaleups to power pitch
their innovative ideas, technology, and
creations to investors, venture capital-
ists, and big tech. Looking ahead, VAP
Group is gearing up to expand our
events portfolio, delving into new
verticals within emerging technologies,
while also supporting ambitious
startups by launching VAP Accelerator.
This would serve as an incubator to
empower the business leaders of
tomorrow!” These revelations, however,
mark only some of the projects VAP
Group has in the pipelines. “While we
are working on ensuring that the Global
AI Show and the Global Blockchain
Show become our flagship events, we’re
excited to start a new venture, Times of
74 / E N T R E P R E N E U R . C O M / April 2024
AI, that will be dedicated to AI news,”
Parmar adds. “We’re also looking
forward to the growth prospects of our
other segments like CryptoNewZ, a
blockchain and crypto news platform,
Blockchain Marketing Ninja, a
blockchain and crypto marketing
company, and Blockchain Staffing
Ninja, a blockchain and crypto recruit-
ment platform. They’re integral to our
core business strategy, and they will
continue to play vital roles in supporting
our overall mission.”
} For the time being though, Parmar
and his team are hopeful that the initial
reactions to their inaugural events will
manifest into a successful two-day saga
from April 16-17, 2024. “We’re abso-
lutely thrilled with the incredible
response we’ve received for both the
Global AI Show and the Global
Blockchain Show,” Parmar says. “The
enthusiasm we’ve seen underscores the
immense growth potential we’re tapping
into. We are dedicated to continually
enhancing the Global AI Show and the
Global Blockchain Show experiences.
We would be listening to our attendee
feedback, and we will use it to fuel
improvements and innovations for
future editions. We’re not confining our
ambitions to just the current markets.
We’re actively scouting opportunities to
take our impactful events to other key
global destinations. We see this as a
natural progression for us, solidifying
our presence on the international stage.”
} As Parmar now gears up for what
promises to be a successful road
ahead for VAP Group, he remains
resolute about carrying forward the
values with which he built the company
over a decade ago. “At VAP Group, our
ethos of daring to challenge norms
comes from our shared personal
experiences,” Parmar says. “I truly
believe in the power of adaptability and
foresight. Our evolution from digital
marketing, recruitment, and media
services to events and conferences was a
strategic progression, driven by our
unwavering commitment to staying
ahead of the curve. Today, as VAP Group
continues its ascent to new heights, I
remain resolute in our mission to
revolutionize the business landscape.
We are not merely building a company;
we are shaping the future.”
‘TREP TALK
VAP Group founder
and CEO Vishal
Parmar explains how
you can make the most
out of your visit to the
Global AI Show and the
Global Blockchain Show
Engage in pre-event
preparation “This involves
researching the agenda,
speakers, and attendees to
identify key individuals or
companies to connect with.
Setting clear objectives for the
events, whether it’s networking,
seeking investment
opportunities, or gaining
industry insights, will guide
interactions and maximize time.”
Craft a concise elevator
pitch “This is essential to
effectively communicate your
startup’s value proposition, and
differentiate it from others.
During the events,
entrepreneurs should be
proactive in networking and
building relationships with
fellow attendees. Engaging in
relevant sessions, workshops,
and panels provides
opportunities to gain insights
and perspectives beneficial to
their ventures.”
Utilize networking
opportunities “The
afterparty at Dubai’s White
Beach, taking place after the
Global AI Show and the Global
Blockchain Show, will allow for
more relaxed and meaningful
connections. And it does not
end there- I always encourage
entrepreneurs and startup
leaders to follow up promptly
with contacts made at the
events through personalized
messages.”
April 2024 / E N T R E P R E N E U R . C O M / 75
S/ Startup Finance
“WE GOT FUNDED!”
The stories behind the recent fundraising successes seen by ClusterLab, Mantra,
and Brkz b y TA M A R A P U P I C a n d A A L I A M E H R E E N A H M E D
CLUSTERLAB
clusterlab.ai
CLUSTERLAB, the Tunisia-born and now
UAE-based startup behind the Arabic
audiobook summarization app Reedz, has
secured US$600,000 in a pre-seed
funding round supported by a number of
regional investors, including Karim
Beguir, co-founder and CEO of Tunisia-
founded enterprise artificial intelligence
(AI) startup InstaDeep.
The funds will be used to propel Cluster-
Lab’s research and development efforts,
with a particular focus on advancing their
next-generation large language models
(LLMs). This will allow the startup to
refine user experiences within their
AI-powered products like the aforemen-
tioned Reedz, a mobile app providing
audiobook summaries of the world’s best
selling books, as well as Elm, an AI-pow-
ered learning app.
“Our expertise in technology goes
76 / E N T R E P R E N E U R . C O M / April 2024
↓ The CLUSTERLAB
team at Sidi Bou
Said, Tunis, Tunisia.
beyond the current wave of LLMs,” says
Haithem Kchaou, co-founder and CEO of
ClusterLab. “We’ve been pioneers in
utilizing natural language processing
(NLP) to revolutionize content summari-
zation well before it became mainstream.”
Here, Kchaou points out that ClusterLab’s
expertise at developing AI and NLP has
been recognized through its collaboration
with InstaDeep on a national AI initiative
for Tunisia’s Ministry of Higher Educa-
tion, as well as its selection in the Nvidia
Inception Program for AI startups.
Commenting on the investment, Kchaou
says that the AI funding space “has never
been this noisy, and cutting through the
noise is crucial.” As such, when asked to
share his advice for entrepreneurs in this
space, he replies, “The first step is
demonstrating a solution to a real-world
problem, not just deploying AI for the
'TREP TALK
ClusterLab co-founder and CEO
Haithem Kchaou shares his dos
and don’ts for AI startup
founders
}DO BUILD CREDIBILITY “Emphasize
past successes, partnerships with
reputable programs like the NVIDIA
Inception program, and involvement in
major initiatives like projects with
governmental entities.”
}DO SOLVE A REAL PROBLEM
“Articulate a clear real-world problem that
an AI solution addresses. Show a genuine
market need for what you’re building.”
}DO SHOW DIFFERENTIATION “Clearly
explain how your product or service stands
out from the competition. Highlight the
unique strengths and value proposition.”
}DON’T AIM FOR AN EXCESSIVELY
HIGH VALUATION “The AI space is hyped,
and a market correction is likely. Investors
may be disillusioned by down rounds–
keep your feet on the ground with a
realistic valuation.”
}DON’T BUILD AI FOR THE SAKE OF AI
“Investors see through solutions without a
clear purpose. Focus on how your AI
delivers specific value and solves pain
points.”
}DON’T OVERPROMISE “When pitching
to investors, founders tend to promise the
moon, and there’s a lot of that in the AI
space. Demonstrating a pragmatic
approach to AI becomes a differentiator.
Founders must acknowledge AI’s vast
potential, while setting realistic timelines
and milestones that account for current
limitations.”

sake of it, and this builds
credibility among potential
investors and partners. By
focusing on a tangible problem
and showcasing the team’s
established capabilities, founders
become the signal, and not the
noise. That’s how they can attract
investors seeking impactful AI
solutions.”
Kchaou also opines that AI
technology is currently undergo-
ing a significant shift towards
democratization, aiming to extend
its benefits across various regions
and cultures, including the
MENA region. “There is an
ongoing effort to make AI more
accessible and beneficial beyond
its current primary bases, with an
anticipation that the MENA
region will progressively bridge
the gap,” he says. “Our objective is
to spearhead this movement,
positioning ourselves as leaders in
bringing AI’s advantages to the
forefront of this emerging market.
He adds that foreseeing future
developments within the
fast-paced AI sector can be quite
challenging. “Innovations and
predictions emerge on a near-
weekly basis, ranging from AI
agents communicating with each
other, to the advent of personal AI
assistants and locally run LLMs,”
he says. “Despite the rapid
advancement and unpredictable
nature of AI technologies, one
certainty remains: AI will
permanently transform tradition-
al industries, disrupting long
standing business models.”
With this idea in mind,
Kchaou’s note for AI startups is to
always keep a proactive stance in
order to avoid being outpaced or
disrupted. “Have an open mind,
and strategize effectively to build
and sustain a competitive moat,
ensuring they remain ahead in
the race,” he says. “Integrating AI
into various sectors is not merely
about adopting new technologies,
but about innovating and
adapting to maintain relevance
and leadership in a rapidly
evolving landscape.”
↓ JOHN PATRICK MULLIN is the co-founder
and CEO of Mantra, a Hong Kong-based
blockchain platform that offers real world
assets (RWA) tokenization.
MANTRA
mantrachain.io
MANTRA, A HONG KONG-BASED BLOCK-
CHAIN platform that offers real world
assets (RWA) tokenization, has raised
US$11 million in a funding round led by
Shorooq Partners, a UAE-based early-
stage venture capital (VC) firm that
invests in startups across the MENA and
Asia.
The round also saw the participation of
Three Point Capital, a US-based VC and
private equity firm; Forte Securities, a
UK-based independent and global
financial group offering brokerage,
custody and asset management services;
Virtuzone, a UAE-based provider of
company formation solutions, corporate
services and tax consultancy; Hex Trust, a
Hong Kong-based digital asset custodian
that provides solutions for protocols,
foundations, financial institutions, and
the Web3.0 ecosystem; GameFi Ventures,
a Hong Kong-based VC firm with a focus
on blockchain games; Caladan, a
Singapore-based tech-driven trading
group that transacts cryptoasset; Token
Bay Capital, a Hong Kong-based venture
fund that invests in Web3.0 and crypto
startups; BlackPine, a Hong Kong-based
private investment company; Maple-
block, an India-based technology
focused blockchain firm; and Fuse
Capital, a Brazil-based investment firm
focused on alternative assets.
Launched as a Layer 1 blockchain
platform, i.e. the base blockchain
architecture that is necessary to build a
blockchain network, Mantra was built
with a mission to enable RWA tokeniza-
tion on a global scale. For the uniniti-
ated, RWA tokens simply refer to digital
tokens on the blockchain that are linked
to or represent tangible assets like real
estate, precious metals, commodities, art
and collectibles.
With this, Mantra hopes to create more
and more easily accessible investment
opportunities, particularly in the Middle
East and Asia. “One of the things that
we’ve been focused on when building
Mantra over the years is the fact that it is
an onchain self-custodial application,”
says John Patrick Mullin, co-founder
and CEO of Mantra. “This means that
you have complete control of your assets
and custody them yourself. There are
perils of this. Dealing with private keys,
dealing with smart contracts, dealing
with wallet addresses can be confusing.
So, we’ve done a lot of work and effort
into stripping away a lot of these
complexities. And we’ll continue to be
heavily, heavily focused on creating an
April 2024 / E N T R E P R E N E U R . C O M / 77
S/ Startup Finance
→ SHANE SHIN is a
Founding Partner
at Shorooq
Partners, a
UAE-based
early-stage
venture capital
firm that invests in
startups across
the MENA and Asia.
THE RWA THESIS IS STILL NASCENT, AND WITH THE
GROWTH OF COMPANIES LIKE MANTRA, THIS WILL SET THE
NEW PRECEDENTS FOR INTEGRATING WEB3.0/BLOCKCHAIN
STARTUPS INTO THE WEB2.0/TRADITIONAL INDUSTRIES.”
onchain experience that
mirrors a more centralized
or Web 2.0 user experience
when transacting on chain.”
By promising a tangible,
secure, and stable block-
chain platform, Mantra thus
aims to simplify the process
of buying and selling assets
which will further create
new investment avenues,
promote entrepreneurship,
and attract global investors.
But, as is common with
novel or new investment
opportunities, there may
exist some within the region
who are still skeptical about
RWA tokens. To them,
Mullin has some words of
78 / E N T R E P R E N E U R . C O M / April 2024
assurance to share. “Some of
the benefits of transacting on
chain, obviously, is the
composability of the various
different products across
platforms within the
ecosystem and on the chain,
while at the same time
maintaining control and
custody of your own assets,
so you don’t have situations
like FTX [the Bahamas-
based cryptocurrency
exchange that went through
a financial collapse in
November 2022] happening
again, where actually the
exchange holds control of
your assets in your wealth,”
he says. “Of course, because
we also are onchain, we can
bring in other things like
unique token incentives that
entice users to participate
and like enhanced upside
and opportunities to earn
more.”
It was precisely the
wide-ranging benefits that
Mantra has inculcated into
its model that led to it being
recognized by the UAE-
based tech investor Shorooq
Partners. “At Shorooq
Partners, we have been a
leading fintech investor in
the region, starting with our
investments since 2017 with
the likes of Sarwa, Lendo,
Lean, Tamara, and one of the
thesis we have been going
deep since last year is the
RWA thesis, that Mantra has
been focusing on,” says
Shane Shin, Founding
Partner at Shorooq Partners.
“As a leading VC, our job is
to identify the next disrup-
tive trend that will influence
our day to day lives, and we
believe RWA thesis will be
one of the most innovative
theses, and Mantra is
leading this wave. We also
believe that Mantra has a
unique value proposition of
bridging a corridor between
the Middle East and Asia
with its focus on both
markets/regions.”
Shin adds that Shorooq
Partners’ investment in
Mantra, in fact, could serve
as quite the template for
other tech entrepreneurs in
the UAE and beyond seeking
to raise funds. “First, really
reflect on if you want to raise
institutional VC money in
the first place- not every
business or journey fits/
requires VC investment, and
it’s absolutely fine to grow
without the VC funding,” he
advises. “If you have decided
to go through the VC
funding route, what matters
to us at Shorooq Partners is
that the founders really take
their journey and the
problems they solve as a
mission, not just quick bang
for the buck or monetary
driven. We back the founders
who treat their company as a
mission. Then, [there’s the
question of ] whether the
company can scale to be a
large company. As founders’
partners, we would like to be
there for the founders to
scale across countries,
markets and regions and we
see if we can partner with
the founders who can do
this.”
Shin then emphasizes that
the RWA tokenization
movement is one that could
potentially create a favorable
shift within the regional
fintech ecosystem- a move
that will certainly be
welcome in the UAE, where
the government is constantly
encouraging innovation
within fintech. “The RWA
thesis is still nascent, and
with the growth of compa-
nies like Mantra, this will set
the new precedents for
integrating Web3.0/
blockchain startups into the
Web2.0/traditional indus-
tries,” Shin says. “In the end,
our role as a VC is to back
those companies who are
disrupting the way it is
currently done while leaving
positive influence and
impact for the development
of our ecosystem. We have
backed about 25 fintech
investments and we believe
fintech is one of the funda-
mental driving forces that will
push our region forward.”
This vision for the future, in
fact, forms the crux of the
legacy that Mullin and his
team at Mantra hope to
create. “When it comes to the
impact and legacy we hope to
create within the wider fintech
ecosystem in the UAE, we
have obviously very significant
ambitions, and that’s why one
of the leading investors in the
region has decided to back us
and support us,” Mullin says.
“We really believe fervently in
the mission of bringing the
financial ecosystem onchain
and believe that asset
tokenization done in a safe,
compliant and easily acces-
sible fashion is the way
forward. This new influx of
capital will be able to help
really cement ourselves as one
of the key players in the
region.”
Indeed, with fresh capital
under his belt, Mullin now
hopes to allocate the funds
across a three-pronged
strategy: building regulatory-
compliant infrastructure that
adheres to global standards,
empowering developers with
the tools required to create
RWA-focused protocols on the
Mantra Chain, and expanding
the tokenization of RWA while
also seeking market opportu-
nities in the MENA and Asia.
“The two key things we want
to accomplish this year is
actually getting the chain into
mainnet production launch,
which we’re anticipating at the
end of this year, or roughly
around the end of Q3,
beginning of Q4, and of
course, enhancing our
licensing capabilities,” Mullin
elaborates. “We’re in the final
stages of various licensing
applications and we expect to
get those across the line as
soon as possible. Obviously,
this will require manpower,
and we’re actively hiring and
looking forward to bringing
BRKZ
brkz.com
on Tier 1 talent to support our BRKZ, A SAUDI ARABIA-BASED B2B construction tech
vision of bringing the financial startup, has raised US$8 million in a Series A round
ecosystem on chain. We have a that will be used for deepening its proprietary
lot of different initiatives in capabilities to get closer to becoming a one-stop-
terms of how we will support shop for the MENA region’s construction industry.
people to build on the chain, The startup also aims to expand its footprint across
and how they can actually Saudi Arabia and the MENA region.
create interesting RWA use The funding round was co-led by London-based
cases for tokenization of all multi-stage fund 9900 and Dubai-based early-stage
different kinds of assets. And VC firm BECO Capital, with participation from
these can include stuff like an Aramco’s Wa’ed Ventures, Baltimore-headquartered
ecosystem fund, grant global investment firm Knollwood Investment
programs, direct incubation, Advisory, Riyadh-based holding group RZM
etc.” Investment, and Swedish venture capital firm MISY
One product by Mantra that Ventures.
has already set in motion
some of the above mentioned
targets is the Hongbai -its AT 9900, WE FOCUS ON ‘BIG
name a portmanteau of Hong PROBLEMS,’ IDENTIFYING
Kong and Dubai- which is EXTRAORDINARY FOUNDERS SOLVING
Mantra Chain’s incentivized FOR EXTERNALITIES ACROSS A RANGE
testnet. “Hongbai is the next OF SECTORS, GLOBALLY
phase of our Mantra Chain
testnet,” Mullin reveals. “We
have done a phase one which “The investment underscores Brkz’s commitment to
was effectively a chain stability digitizing buying and selling building materials,
and infrastructure testing. promoting transparency, and fostering efficient
Hongbai will actually be open contractor financing,” said Ibrahim Manna, founder
to the general public for of Brkz. “It comes at a pivotal moment for Brkz,
people to be able to test enabling us to grow further within the $100 billion
various different functions of construction market here in KSA. We’re set to drive
the chain, different applica- significant change, through tech, across every single
tions, staking, trading, asset touchpoint relevant to how building materials are
tokenization, etc. We’ll have a sourced and supplied in a sector crucial to our
number of different gamified economic landscape.”
experiences for people to be
able to earn rewards, which is
why it’s an incentivized
testnet. So, the more partici-
pation that you would do, the
more support you give to the
ecosystem, the more ability
you’ll have to earn. We’ve
obviously raised funds to help
develop this testnet ecosys-
tem, and we’ve got a signifi-
cant amount of developers
and projects and users both on
Web2.0, as well as the Web3.0
side of things. Looking
forward to participating on
the testnet, but this is just a
steppingstone for us to launch
the mainnet later this year.”
April 2024 / E N T R E P R E N E U R . C O M / 79
S/ Startup Finance
→ Meet the Brkz team, which is on a mission to build a tech-enabled
ecosystem to revolutionize the MENA construction industry
Dany Farha, CEO of BECO
Capital, said, “The MENA
construction market is full of
substantial opportunities both
for investors and contractors.
Brkz is well placed and capital-
ized to be the catalyst to boost
development. The investment
aligns with Saudi Arabia’s Vision
2030, attracting foreign investors
and founders to a flourishing
construction sector. Brkz’s
strategic initiatives are aligned
perfectly with our investment
philosophy at BECO Capital.
We’re excited to be part of their
journey.”
Chris Corbishley, Managing
Partner at 9900, added, “At
9900, we focus on ‘big problems,’
identifying extraordinary
founders solving for externalities
across a range of sectors, globally.
Nowhere is this more evident
than in the construction sector-
an industry marred by inefficien-
cies resulting in an estimated
$1.6 trillion in annual losses to
economic actors, as well as 5.7
billion metric tons of carbon
dioxide each year, which
accounts for about 26% of global
emissions. With their best-in-
class procurement platform
delivered through the power of
technology, we’re excited to be
backing Ibrahim and the Brkz
team towards driving positive
80 / E N T R E P R E N E U R . C O M / April 2024
change for this important
economic sector within the
MENA region.”
With this Series A funding
round, Brkz has raised a total of
$13.55 million in investment so
far, as it previously raised a seed
round of $5.55 million by Better
Tomorrow Ventures, with
participation from Class 5
Global, Knollwood Investment
Advisory, Plus VC, and several
other strategic Saudi angel
investors
Founded in 2022, Brkz
addresses critical challenges in
the construction industry, such as
fragmented supply chains,
operational inefficiencies, and
lack of access to finances. For
buyers of building materials,
Brkz offers access to the best
prices across a wide pool of
suppliers and materials along
with multiple delivery and
payment options. Plus, it ensures
a quick and easy request for
quotes via WhatsApp or website.
The simplified Brkz platfom also
enables suppliers to customize
prices by size, location, and
delivery options. They also
benefit from Brkz’s wide
customer base. To date, Brkz has
facilitated over $170 million
quotations across nearly 1,200
products from more than 350
suppliers.
A partnership
for better
business
Analyzing the need to bridge the
finance and operations departments
in your enterprise
b y TA H E R J H A N J H A R YA
I
n the increasingly intricate world of
modern business, finance profession-
als stand at the crossroads of
success and sustainability. Their
responsibility has evolved as it is very
important in navigating businesses
through tough economic times. It is no
longer sufficient for them to remain
mere keepers of cash flow and
financial statements; they are now
required to play a critical role in making
life easier for business operations.
For such an evolution to take place, there
has to be a partnership that goes beyond
traditional boundaries, and further creates
an understanding between finance and
non-finance departments. However, in a
period characterized by growing supply
chain complexities, rising finance costs, and
limited resources, what form does this
partnership take on, and why is it critical
for corporate success?
}At the core of every business operation
lies an undeniable truth: financial health
and operational efficiency are tightly
interwoven. Finance departments, tradi-
tionally viewed as gatekeepers of budget
and fiscal reporting, face the perennial
challenge of elucidating the intricacies of
financial management to their non-finance
counterparts. The crux of the matter is not
for every department to master the nuances
of accounting, but to grasp how financial
data impacts their operations and decision-
making processes.
The imperative for a robust partnership is
further magnified by today’s challenges.
Rising supply chain costs have stretched
budgets, necessitating a closer look at
operational efficiencies to identify potential
savings. Increased finance costs
have underscored the importance
of savvy financial management and
investment strategies. Meanwhile,
the scarcity of resources, both in
terms of materials and skilled
personnel, demands innovative
FINANCE PROFESSIONALS MUST EMBRACE A
CONSULTATIVE ROLE, GUIDING NON-FINANCE
TEAMS ON THE FINANCIAL IMPLICATIONS OF
THEIR ACTIONS AND DECISIONS.
approaches to optimize use and
enhance productivity.
}This evolving business land-
scape highlights that relying solely
on financial parameters to assess a
company’s health can be mislead-
ing. Operational metrics, from
productivity to customer satisfac-
tion scores, are crucial in painting
a comprehensive picture. Research
underscores the value of this
holistic view, indicating that
companies adept at integrating
financial and operational data
boast a competitive edge, charac-
terized by better strategic planning,
resource allocation, and financial
performance.
However, achieving this synergy
is more than a matter of shared
datasets. It requires a cultural shift
towards collaboration and
transparency. Finance
professionals must embrace a
consultative role, guiding
non-finance teams on the financial
implications of their actions and
decisions. Similarly, departments
across the organization should be
encouraged to share their
operational insights, allowing
finance to tailor their analyses and
recommendations more effectively.
}The benefits of such a partner-
ship are manifold, particularly in
addressing current challenges.
Demystifying financial data makes
it accessible and actionable for
non-finance personnel, leading to
more informed decision-making.
This empowerment enables
departments to proactively
anticipate and tackle potential
financial challenges. Moreover, it
cultivates a culture of accountabil-
ity and shared responsibility for the
company’s financial health,
prompting a collective effort
towards achieving business
objectives.
Implementing this collaborative
approach is not without its hurdles.
It necessitates robust
communication channels, ongoing
education, and, most importantly,
leadership buy-in. Leaders must
advocate for the cause,
emphasizing the importance of
financial literacy across the
organization, and investing in tools
and technologies that enable
seamless data integration and
analysis.
In conclusion, the role of business
partnerships between finance and
non-finance departments is more
crucial than ever in today’s
complex and challenge-ridden
business environment. By fostering
mutual understanding and collabo-
ration, companies can navigate the
hurdles of rising challenges
unlocking new efficiencies, driving
innovation, and securing a
competitive advantage. As the
corporate world continues to
evolve, so too must the
relationships within it, with
finance professionals needing to
take a role to evolve in guiding the
way towards a more integrated,
insightful, and operationally
aligned future.
Taher Jhanjharya is
the Group CFO of EFS
Facilities Services
Group. efsme.com
April 2024 / E N T R E P R E N E U R . C O M / 81
 S/ Q&A

IN FOCUS
A roundup of the up-and-coming startups in the Dubai-based Mohammed Bin Rashid
Innovation Fund (MBRIF) accelerator program that you should be keeping an eye on
by AALIA MEHREEN AHMED

Arlan Biotech /arlanbiotech.com/

N
ot too long ago, when healthcare
systems across the globe were
grappling with an overwhelming
number of COVID-19 cases, the
rapid antigen test emerged as a
time-saving and cost-effective
alternative. It was in the midst of
this pandemic that Kazakhstan-based
biotech startup, Arlan BioTech, was
conceptualized with a mission to develop
efficient antigen tests.

Headed by Bolat Sultankulov (founder and CEO) and

Dauken Seitkali (co-founder and CTO), Arlan BioTech has ↑ The ARLAN BIOTECH platform
utilizes artificial intelligence and
developed these treatments using a very specific core machine learning to create a
specimen: nanobodies, which are small antibody fragments predictive model for nanobody
derived from the antibodies found in animals such as sequences that are highly specific
camels, llamas, and alpacas. A structural difference between to selected proteins, thereby making
traditional antibodies -such as those found in humans and it a useful tool for in vitro
diagnostics and CAR-T therapy.
other mammals- and nanobodies means that the latter offers
favorable traits such as small size, cost-effective production,
and good tissue permeability, which in turn make them an Arlan BioTech’s official launch took place in 2021, but by then the
ideal candidate for antiviral treatments. “Recognizing the startup had already faced its first steep challenge in creating a
IMAGES COURTESY ARL AN BIOTECH

potential impact of pandemics and the need for locally
produced test systems, we as founders -who are also
scientists- saw nanobodies as a promising tool,” Sultankulov
explains. “Nanobodies offer ease of manufacturing without
the need for complex infrastructure. Our journey thus began
with a commitment to connect with scientists globally.
Collaborating with a group from the University of Zurich,
we gained access to nanobodies that allowed us to develop a
cost-effective antigen test.”
usable antigen test: the coronavirus’ variant, Omicron. “The
arrival of the Omicron variant rendered our initial test system
obsolete, prompting us to pivot and develop nanobodies targeting
more conservative sequences that remain consistent across
variants,” Sultankulov recalls. “Despite raising US$100,000, the
rapid emergence of new variants highlighted the urgency of
finding a better, faster, and more cost-effective approach to
developing nanobodies. Leveraging my background in biomedical
engineering and a Ph.D., coupled with a passion for coding, I

82 / E N T R E P R E N E U R . C O M / April 2024

BY HARNESSING CUTTING-EDGE AI TECHNOLOGY, OUR AIM IS
TO OPTIMIZE NANOBODY DEVELOPMENT, TRANSFORMING
THE LANDSCAPE OF NANOBODY RESEARCH AND
DEVELOPMENT.”
delved into the realm of apply its tests within the
artificial intelligence (AI). realms of in vitro diagnostics
Recognizing that AI’s main (IVD), which is the process of
challenge is the availability of performing diagnostic tests
high-quality data, we decided on samples of bodily fluids
to generate our own synthetic such as blood, urine, or tissue
data. Confirming the outside the body, as well as
suitability of our synthetic chimeric antigen receptor
data for machine learning T-cell (CAR-T) therapy, a
(ML), we embarked on the form of immunotherapy used
development of our genera- to treat certain types of
tive AI. This marked a pivotal cancer. “Our commitment to
moment for Arlan Biotech, as innovation, coupled with the
we aimed to revolutionize the resilience to adapt in the face
field of antibody and of challenges, has propelled
nanobody discovery.” us to the forefront of
biotechnology, where we
Arlan BioTech has thus now continue to push the
taken on the form of a boundaries of what’s possible
platform that utilizes AI and in the fight against infectious
ML to create a predictive diseases,” Sultankulov adds.
model for nanobody sequenc-
es (the specific genetic Having thus successfully
sequences encoding nano- developed a nanobody-based
bodies), which are highly COVID-19 antigen test,
specific to selected proteins. Sultankulov and his team
Using such an approach, the have since gone on to decide
startup hopes to be able to on a clear product strategy
for the future: synthetic
nanobody-based lateral flow
assay (LFA) antigen testing,
which refers to a rapid
diagnostic test commonly
used for infectious diseases.
And having kickstarted work
in this arena already,
Sultankulov -who is a
self-admitted “serial
bioentrepreneur” with
academic qualifications and
work experience across
different areas of genetics
and biotechnology- shares
that his startup has crossed
significant tunring points
along the way. “As an AI
team, Arlan Biotech has
achieved the milestone of
becoming a revenue-generat-
ing company- this speaks to
the successful integration
and market acceptance of its
generative AI technology in
the biotech sector,” Sultanku-
lov adds. “We have also
initiated several pilot projects
April 2024 / E N T R E P R E N E U R . C O M / 83
in collaboration with
renowned institutions such
as Harvard Medical School,
University of Brussels, and
the European Molecular
Biology Laboratory. These
collaborations signify
recognition and endorsement
from esteemed organizations
in the scientific community.”
But that isn’t all there is to
the startup’s business and
revenue models. For starters,
Sultankulov points out that
Arlan BioTech’s quest for
constant innovation has
meant a complete commit-
ment to generating assets
using mainly in-house
resources. “Our main goal is
B2B software-as-a-service
(SaaS), and to commercialize
our solution and bring it to
market, we have devised a
comprehensive go-to-market
strategy that encompasses
multiple aspects,” the founder
elaborates. “The first of this
includes leveraging our
expertise in synthetic biology,
AI-based nanobody genera-
tion, and recombinant
protein production to create
a robust and diverse library
of nanobodies. These assets }}
 S/ Q&A
↑ Founded by BOLAT
SULTANKULOV and DAUKEN
SEITKALI, ARLAN BIOTECH is a
Kazakhstan-based biotech
company that is on a mission
to develop efficient antigen
tests.
serve as the foundation for
our platform and enable us to
offer a wide range of
nanobody-based products
and services. We are already
working on the development
of different LFA assays. We
also recognize the value of
strategic partnerships in
expanding our market reach,
and accelerating adoption of
our technology. Partnerships
with key industry players and
academics can take the form
of licensing agreements, joint
research projects, or
distribution partnerships,
enabling us to extend our
market presence and access
new customer segments.”
But while Arlan BioTech’s
focus will remain on its own
contributions toward
nanobody-based therapeu-
tics, the startup is also
creating avenues that can
lead to more synergistic inno-
vations within the biotech
industry as a whole. “In
84 / E N T R E P R E N E U R . C O M / April 2024
addition to our platform
offering, we will provide
services to meet the specific
needs of our customers,”
Sultankulov explains. “This
includes offering access to
our SaaS platform, which
allows researchers to design
and optimize nanobodies
tailored to their specific
targets. We can also provide
custom nanobody production
services for research
laboratories and industry
partners that require
specialized nanobodies for
their applications. And
alongside our service
offerings, we will also sell our
nanobodies as standalone
products to research
laboratories worldwide.
These nanobodies will be
available for purchase,
allowing researchers to
directly access and utilize our
high-quality, validated
nanobodies for their own
experiments and studies.”
Having thus mapped out the
Arlan BioTech model,
Sultankulov already has
“ambitious milestones” in
mind for his startup over the
next couple of years. “We
want to become a top-five AI
company for nanobodies,” he
declares. “Our primary
objective is to further
advance and refine our AI/
ML model for nanobody
selection, positioning it as
one of the most sophisticated
and reliable platforms in the
industry. By harnessing
cutting-edge AI technology,
our aim is to optimize
nanobody development,
transforming the landscape
of nanobody research and
development. Arlan Biotech
aspires to be recognized
among the top five global
companies for AI-driven
nanobody innovation,
offering unparalleled
solutions to researchers and
biopharmaceutical entities.”
Now, one might wonder
where Sultankulov’s
confidence in his startup’s
potential stems from. As it
turns out, the co-founder has
done his due diligence, and
he is vividly certain of where
Arlan BioTech stands in
comparison to other similar
solutions in the market. “Our
main competitors in the field
include EVQLV, Antiverse,
Nabla Bio, DenovAI, and
BigHat Biosciences,”
Sultankulov reveals. “While
these companies primarily
focus on antibody design, our
unique focus lies in the
development of nanobodies.
Nanobodies have gained
significant popularity as
versatile tools for diagnostics,
imaging, and therapeutics.
Leveraging our extensive
experience in recombinant
protein production and
small-scale manufacturing of
IVD products, we not only
aim to provide a SaaS
platform, but also offer our
nanobodies as a tangible
product to research laborato-
ries worldwide. This dual
approach sets us apart in the
market, allowing us to cater
to the specific needs of both
academic and industry
customers.”
As the startup now makes its
way from Kazakhstan
towards other parts of the
world -with the GCC and the
US markets being priority at
this stage- Sultankulov and
his team have found much
needed assistance in
navigating the UAE’s
business landscape with their
participation in the MBRIF
Innovation Accelerator
Program. “The MBRIF is the
Y-combinator of the Middle
East,” Sultankulov says.
“Arlan Biotech’s acceptance
into MBRIF program is a
significant accomplishment.
This recognition not only
validates the innovative
nature of the company’s
work, but also provides finan-
cial support and credibility,
reinforcing the importance of
its products in the market.”
As for the road ahead,
Sultankulov’s plans exhibit
the same enthusiasm and
confidence that has been
evident throughout this
interview. “By pursuing our
visionary goals, Arlan Biotech
aims to make substantial
contributions to the biotech-
nology sector, establishing
itself as a pivotal player in the
nanobody and AI-driven
research and development
landscape,” he declares. “Our
dedication to driving
innovation, delivering
cutting-edge solutions, and
positively impacting
healthcare and research
advancements is unwavering.
We look forward to not only
shaping the future of our
organization but also contrib-
uting meaningfully to the
progress of biotechnology,
both in the UAE, and on a
global scale.”
 → AHMAD AL FALASI Is
the founder and CEO of
TranspRight, a
Dubai-based For TranspRight founder and
sustainable logistics
CEO Ahmad Al Falasi, such
platform
shifts in the mindset of the
industry at large has only
strengthened the vision with
which he launched his
startup in the first place. “At
TranspRight, we tackle the
logistics industry’s carbon
footprint issue, inspired by
the urgent need for environ-
mental sustainability and
efficiency in global supply
chains,” Al Falasi says. “Our
platform uniquely integrates
real-time carbon footprint
tracking with a value-sharing
model, promoting sustain-
ability alongside profitability.
As the founder and CEO, my
role encompasses strategic
direction, partnership
development, and overseeing
the execution of our mission
to revolutionize logistics with
sustainability at its core.”
Indeed, TranspRight’s focus
on logistical sustainability
commitment to sustain-
able logistics.”
Given TranspRight’s aim
to create a more sustain-
able supply chain and
logistics ecosystem in the
UAE and wider region, Al
Falasi says that being
headquartered in an
innovation hub like Dubai
has proved to be vital in
the startup’s growth
trajectory. “We’re in an
early growth phase, with
significant partnerships
in the UAE and Saudi
Arabia, focusing on
scaling operations, and
exploring funding opportuni-
ties to support our expansion,
and enhance our platform’s
capabilities,” Al Falasi says.
“Operating in Dubai has
offered us access to a
vibrant startup ecosystem
and supportive policies for
green businesses. And
while navigating the

Transpright
/transpright.com/
has resulted in a model where
it smartly connects transport
tenders with loading
capacities, which, in turn,
competitive landscape has
certainly been a challenge,
there have also been a
number of benefits for us
leads to cost optimization including strategic

W
hen TranspRight, a Dubai-based
sustainable logistics platform,
launched in 2021, it did so with a
straightforward mission: to introduce
cost-effective methods that would
reduce carbon emissions within the
UAE’s logistics ecosystem. And in the
time that has passed since then, the
global conversations surrounding sustainability
within the logistics industry have only picked up
IMAGES COURTESY TRANSPRIGHT
and carbon emission
reduction for shippers and
carriers. Through carbon
emission tracking, the
platform thus aims to
optimize cargo deliveries in
an inexpensive, efficient, and
fast manner. “Our model
blends transaction fees,
premium subscriptions, and
carbon credit trading,
focusing on profitability
while incentivizing eco-
friendly practices,” Al Falasi
location advantages and
strong governmental
support for innovation.”
As Al Falasi and his team
now focus on creating a
larger ripple effect within
the regional logistics
landscape, the startup has
found just the right ally in
its quest for future
success- the MBRIF
Innovation Accelerator
Program. “The MBRIF

steam. Take, for example, how in January 2023, at adds. “And while innovation
is vital for our success,
the World Economic Forum’s annual meeting in maintaining a human
Davos, the global logistics sector was presented connection is equally
with a brand new guide that could help better important. We ensure this
through personalized
quantify the greenhouse gas (GHG) emissions customer service and
within the industry, and support its overall efforts community engagement
towards achieving net-zero emissions. initiatives that reinforce our
program aligns with our
goals for innovation and
sustainability, offering
valuable resources,
mentorship, and network-
ing opportunities, and
these will be crucial for
our next growth stage.” Al
Falasi concludes.

April 2024 / E N T R E P R E N E U R . C O M / 85
 In The Loop/
Big
Goals,
Bold
Choices
Maria Sharapova, Carla Bruni,
and Meryem Uzerli among
influential speakers set to
headline WE Convention
2024 in April in Dubai
More than 2,000 enterprising
women are expected to converge on
Dubai for the second edition of the
international Women’s Empower-
ment Convention 2024 (WE
Convention 2024), which is set to
place at Atlantis The Royal, Dubai
from April 20-21, 2024.
Organized by the Women’s Empow-
erment Council, a global community
of women leaders championing
personal and professional growth,
the event is supported by partners
like Lectera.com, TikTok, EIRINE,
KraftHeinz, and Better Ask Anna.
Entrepreneur Middle East is an
Ecosystem Partner for the event.
86 / E N T R E P R E N E U R . C O M / April 2024
The event’s agenda features more
than 100 speakers, with noteworthy
names including H.H. Sheikha
Mozah bint Marwan Al Maktoum
(Captain Pilot, Dubai Police Air-
wing), H.H. Sheikha Dr. Shamma
bint Mohammed bin Khalid Al
Nahyan (Chairperson of the Board of
Directors, Sheikh Mohammed bin
Khalid Al Nahyan Cultural and
Educational Institutions), H.H.
Sayyida Basma Al Said (mental
health clinical counselor and founder
of Whispers of Serenity), H.H.
Sheikha Jawaher Bint Khalifa Al
Khalifa (Chairperson, FUTURE8 and
Board Member, NFINITY Group),
Maria Sharapova (world-class tennis
champion, investor and entrepre-
neur), Carla Bruni (singer, super-
model and the former first lady of
France ), Karen Wazen (digital
entrepreneur), Meryem Uzerli
(actress), and many more.
“My vision is for each
participant to leave
the WE Convention
not just fully
inspired to embrace
positive change,
but also equipped
with a definitive
action plan for their
advancement.”
“This year, our array of speakers from
real-world business will showcase
women who have pioneered their
professions, irrespective of privilege,
including those who began from
scratch or underwent self-reinven-
tion,” says Mila Smart Semeshkina,
founder of the Women’s Empower-
ment Council. “My vision is for each
participant to leave the WE Conven-
tion not just fully inspired to
embrace positive change, but also
equipped with a definitive action
plan for their advancement.”
Embracing the theme “Big Goals,
Bold Choices,” the WE Convention
2024 will concentrate on strategies
for women to augment their earn-
ings, and realize business and career
ambitions through empowerment
and education. This year’s event also
introduces an array of workshops and
round-table discussions to run in
tandem with the principal program.
It will also present exclusive thematic
zones addressing vital topics such as
mental health, financial indepen-
dence, and personal style, among
others.
A select group of speakers and
IMAGES COURTESY WE CONVENTION
premium ticket holders will also
attend a gala dinner on April 21,
2024 at the Armani Hotel Dubai.
The evening’s itinerary includes a red
carpet arrival, musical performances,
a gourmet meal, high-level network-
ing opportunities, and unparalleled
views of the Burj Khalifa and The
Dubai Fountain. weconvention.com
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