DUBAI: For the Pakistani diaspora living in Dubai, places that stoke memories and experiences from back home stand out. Perhaps, this is why certain companies that offer Pakistani food and clothes that offer ethnic wear have carved an identity for themselves as representatives of the colour green.
Among these is Alif Investments, a company that brought to Dubai Meat One, EmlyChilli and J. among other names that have dotted the streets of Pakistan.
It started in 2009 when Asif Jabbar, founder and CEO, conducted market research and found that even though there was a sizeable diaspora in Dubai, there were very few Pakistani products available in the market.
“There was not a single Pakistani clothing brand in the UAE, despite an obvious demand. Similarly, there were just about two famous food outlets that had been around for many years,” said Jabbar.
In order to fill that vacuum, Jabbar launched fast food outlet Emly Chilli and a restaurant B&B café and restaurant. In 2010, the company brought J. – then called Junaid Jamshed into the Dubai market, the first clothing brand formally launched in the UAE.
“When we opened restaurants, we realised that there was an issue in the supply chain of Pakistani meat, which is an essential ingredient in most Pakistani dishes. So, to resolve that issue, we signed a franchise with Meat One, and started importing meat from Pakistan. Eventually, the franchise ventured into providing Qurbani services to ease the process for Pakistan’s expats.”
Starting a new business in any country is a test of survival. But Jabbar believes that running a business in Dubai is far less challenging than in other places.
Over the years, Dubai has created an environment for businesses to thrive. Governed by laws and regulations, and on the back of steady efforts by the government, the ease of doing business in the emirate is smooth, since it offers lucrative opportunities, a diverse market and is based on the latest innovations.
But there are initial challenges. And this is the single most important advice that Jabbar gives to the people aspiring to set up their business in Dubai.
“First thing first, everything is transparent here.
“There’s no margin for error and everything must be done as per the rules and regulations because the laws are very strict. In fact, I would say that even before venturing into anything, one should read and understand the laws of running business here; this is not a trial-and-error situation where you can learn from your mistakes.”
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