UAE’s AN INSIGHT INTO UAE’S STRONGEST BRANDS Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland,Taiwan, Thailand,The Baltic States,The Netherlands,Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay,Vietnam
Publisher Mike English Brand Liaison Director Alex Bibi Administrator Ferlyn Guillema Creative consultant Fred Bibi © 2025 Superbrands Published by Superbrands - Middle East 35 BALLARDS LANE LONDON N3 1XW United Kingdom Dubai office PO Box 28154 Dubai United Arab Emirates Tel: +971 4 326 5050 E-mail: alex.bibi@superbrands.com No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any other information storage or retrieval system relating to all or part of the text, photographs or logotypes without the written permission of the publisher. All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logotype and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. Printed in Malaysia ISBN 0-140892357-0
Content Content 3 Foreword 5 The Superbrands Organisation 6 Superbrands Television 8 The Superbrands Recipe 10 AJMS GLOBAL 14 AL AIN FARMS 16 AL KABEER 18 AL ROSTAMANI GROUP 20 ALPEN CAPITAL 22 ASTER DM HEALTHCARE 24 AXIOM GLOBAL 26 BINSINA PHARMACY 28 BLUE OCEAN 30 DR JOY DENTAL CLINIC 32 ELITE GROUP HOLDING 34 EQUITI 36 GEEPAS 38 GENERAL 40 HOLLANDPARK 42 INSURANCE MARKET AE 44 INVESTO UAE 46 JAWHARA JEWELLERY 48 KRESTON MENON 50 LUBREX 52 MANAR MALL 54 NANDO’S 56 NMC HEALTHCARE 58 NOBEL 60 NUTRIDOR 62 PIECE OF YOU 64 SOCIAL CASH 66 SONICHIVE 68 TOURI 70
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Mike English Director Superbrands Middle East Foreword Superbrands is about celebrating those who have turned names into narratives, logos into love stories, and products into promises that people believe in – they have built brands that resonate in the marketplace. But I want to talk about another marketplace. One that’s quieter, closer, and often overlooked. It doesn’t exist out there—it lives right here, inside your own company. I’m talking about selling your brand ethos to your staff. Because here’s the truth: your brand isn’t just what customers see. It’s what employees feel. If the people who work for you don’t believe in your mission, your vision, your values—then no amount of glossy campaigns or clever taglines can make up for it.Your brand promise will always sound hollow if it isn’t first spoken fluently in your own halls. Think about it.When staff believe in the brand, they don’t just do their jobs—they live your story. They don’t just wear the logo on their badge— they carry it in their hearts. Every conversation with a client, every product shipped, every service delivered becomes an act of brand-building.That’s the kind of marketing you can’t buy—because it comes from real conviction, not a scripted pitch. Great branding doesn’t start in the boardroom— it starts in the break room. It’s nurtured in team meetings, reinforced in training, and lived in those thousands of small, daily decisions that define a company’s culture. So let us ask ourselves: Have we inspired our own people first? Have we equipped them not just with skills, but with belief? If branding is about creating trust and meaning for customers, internal branding is about creating trust and meaning for the very people who make the brand possible. When your team becomes your brand’s most passionate audience, something magical happens: your company stops being a place where people work and becomes a cause they champion. And when that happens, your customers don’t just buy your product—they join your movement. Keep telling your story to the world. But never forget to tell it first, and tell it best, to the people sitting just a few desks away.
6 The Superbrands Organisation
From its conception in 1993 and UK launch in 1994, Superbrands has grown into a global organisation and today operates in more that 92 countries around the world and across five continents - which makes “Superbrands” a truly global brand. Superbrands History The Superbrands concept originated in the United Kingdom in 1993 after its founder, Marcel Knobil, an advertising executive lost a twoway pitch for lack of client information (The business was retained by the clients’ existing agency). Frustrated by the fact that an otherwise outstanding presentation came to naught he launched Superbrands. Superbrands began life in 1994 as a radio show on GLR (now BBC London 94.9).This broadcast aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. After the success of the show the Superbrands organisation was founded in 1995. Its mandate focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time it was not imagined that within only a few years the organisation could have achieved such phenomenal success – or be the global authority that it is today. The first Superbrands reference book published in the UK contained brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways and Cadbury.The trend of mixing international and local brands highly rated by the relevant national selection process continues today. Sixteen percent of the brands from that first publication qualified and were featured in the tenth anniversary edition of Superbrands UK, published in 2005.Thirty-eight percent of those brands continue to be members internationally. Two further UK editions, each increasing in size and stature, were completed in 1996 and 1997. This paved the way for the first international Superbrands programme to be launched in Australia. Its publisher was Stephen P. Smith who created the Superbrands concept and founded the international organisation. In 2000, a sustained period of international growth ensued with Denmark, France, Hong Kong, Spain, Sweden and the USA beginning programmes. More recently, Argentina, Canada, Germany, Japan and South Africa have joined the international network. Exceptional growth has occurred in Asia, Europe and the Middle East.Today, Superbrands is the world’s leading brand recognition platform and is established in more than 92 countries around the world. International operations are run on a license basis whereby local rights are awarded to experienced and highly qualified individuals. Each operational head forms part of the international editorial board acting as gate keepers to the Superbrands accolade and responsible for the integrity of the programme. A Mark Of Excellence Superbrands presents expert and consumer opinion on branding. The organisation promotes the discipline of branding and recognises the exceptional and most valued brands. l Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK. l Superbrands launched in 1994 and the first book was published in London in 1995. l Today, Superbrands operates in more than 92 countries worldwide, across five continents. l Superbrands has published more than 15,000 brand case histories for over 4,500 of the worlds biggest and most valuable brands. l Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony. l Coca-Cola has participated in over 50 Superbrands programmes around the world. l The iconic Superbrands logo is widely recognised by consumers as a mark of brand excellence and distinction. l On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo. l Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands. THINGS YOU DIDN’T KNOW ABOUT SUPERBRANDS
8 Creative Marketing Superior Products Exceptional Brands
Superbrands Television SuperbrandsTV (SBTV) is a new service offered exclusively to clients of Superbrands. Through our production team in New York, brands which have attained the prestigious ‘Superbrands Status’ can now bring their presentations in the Superbrands books to life through video animation. The SBTV video productions mirror the text and images from the brand presentations in the Superbrands books.This is the most effective way to showcase the brands strengths and Superbrands Status through an important new digital delivery platform. SBTV creates high quality video footage for our Superbrands clients. Brands can use this footage to promote their brand stories of successes to their clients, shareholders, investors, staff, customers and within the brands supply chains. This video can be used on Social Media outlets such as Facebook,Twitter, Google+, and YouTube, etc. to create the viral effect. In addition, the QR codes for SBTV videos can also be used across brands’ above-the-line marketing channels, e.g. television, print, any outof-home media as well as the TVs at the office reception areas, at conferences, seminars, road shows or conventions. We have also created a SuperbrandsTV site on YouTube where all the brand videos from around the world are posted.To-date, the site has received almost 15,000,000 views and has more than 55,000 subscribers. Suggested ways to use SBTV videos SBTV clients can incorporate a QR Code on their existing print advertisements which will allow consumers with Smartphones the ability to scan the QR Code from the print advertisement providing a direct link to the brand’s SBTV video. Consumers will then be able to learn more about the brand and its achievements through scanning the QR Code and receiving the SBTV brand video on their Smartphones. l SBTV videos are perfect for brands to run on their company websites and social media outlets such as Facebook,Twitter, MySpace, Google+, YouTube and web sites generally. l SBTV is a wonderful and long lasting presentation about the brand for your most important customers and suppliers. l SBTV can be presented to your directors, senior management and key executives nationally and internationally. l SBTV can be used as an excellent promotional video for visiting dignitaries, senior personnel and other guests. l SBTV is a perfect video to run on TV’s in reception areas. l SBTV can be used to reinforce your brands’ great achievements and successes at seminars, conventions, trade shows and conferences. l SBTV is an ideal video medium to support your investor relations programmes. It will provide the investment community with a better understanding of your brand’s positioning, strengths and value within the market. l SBTV is a useful medium for all Human Resources and Staff Development programmes. l SBTV can play an important part in your briefings to journalists, researchers, academics and students, and it will underline your strengths and points of difference. l SBTV will prove to be an excellent communicator of information about the brand with advertising agency executives, as well as those involved with public relations and corporate communications. For more information visit www.superbrandstv.com &YouTube channel www.youtube. com/user/superbrandstv/videos
10 Director, Superbrands Middle East & North Africa Comprehension of consumer behaviour is the most impor tant factor for business branding. However, to impress and influence consumers’ positive perception and loyalty to the company and its products through brands in such a way that they really trust in the quality and impact of the products is even more impor tant and difficult. Leading brands have to adapt for better edge over others in order to win the competition. They have to stay in the minds of consumers as long as they possibly can. Successful adaptive ones become the “superbrands”. A superbrand will be beneficial not only to the brand owners, but also to the consumers for best quality of products at national and international levels. Director of the Hamriyah Free Zone Authority and the Sharjah Airport International Free Zone Authority Commitment and perseverance to high standards of performance and the spirit to excel have been the objectives that put Hamriyah Free Zone Authority at a distinct level. Hamriyah Free Zone, does not conceal its strategies but reveals its accountability – Accountability to Business Excellence, Dedication and Quality. Superbrands reaffirms the strength of the brand position and validates HFZA’s strategy in attracting global investments by maintaining the highest standards of excellence across all its operations. HFZA will continue to meet market demands to ensure total and seamless customer experience by understanding their customers’ specific requirements and develop tailored products and services to deliver in record time.This played a major role in HFZA’s evolution from a fledgling Free Zone to a major contributor to the country’s economy.Today Hamriyah Free Zone is one of the most attractive and most competitive Business Hubs in the entire Middle East and African Region. Mike English HE Saud Salim Al Mazrouei The Superbrand Council How to become a Superbrand according to members of the Superbrands Council.
Founder & CEO, Brash Brands The ever-increasing influence of social media is forcing brands to be truly authentic. Superbrand experiences are naturally the most widely and frequently shared, discussed and evaluated on such platforms. How can we grow brand exposure and make sure people stay “tuned in” to our brand message? Firstly, I believe it is crucial to be genuine. We have all become very good at recognizing fake identities and are now looking for “the real thing”. If a Superbrand is not truthful and coherent, its reputation will crumble. Secondly; we must engage with our customers! However successful, a Superbrand has to remain personal and deliver inspiring, authentic experiences. John Brash Chairman and Managing Partner Kreston Menon Being a Superbrand, is constantly benchmarking the brand with the changes and the best in the industry.Trust and Knowledge will draw in the Clients, and the way the brand embraces them will make them loyal.The impact the brand makes in business and society will bring in the difference and the brand equity.The challenge for a Superbrand is to constantly imagine the future, acquire the skills and create a talented team.The humanization of the firm is what we consider the Brand. Clients and Stakeholders become more empowered with time. And then the Brand Purpose evolves. People expect a brand to go beyond the services and expect them to be part of their lives.This mindset of ours helped us build our value in the minds and hearts of people. voting a brand as Superbrand. Raju Menon Chairman NIKAI Group of Companies For Nikai, the formula has always been easy: “Reliability is the precursor to Success”. I’ve always believed that when you are reliable, you are a brand that delivers what it promises.You are honest in delivering quality products at a reasonable price. Being reliable means being dependable and trustworthy across all parameters. Becoming a Superbrand requires zeal, passion, and integrity not only from the one who leads, but from the rest as well.They work as a team not only to satisfy their customers but to delight them. I believe the ultimate goal of any Superbrand is to place itself at the very hearts of its consumers. With that in mind, Nikai was built on the foundation of trust. From the products and services that we offer, to the unquestioned after-sales service policy, we make sure that Nikai stands by its promise. Paras Shahdadpuri CEO and Director of Apparel Group. Apparel Group brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Calvin Klein, Charles and Keith, Skechers, Aldo, Nine West, Crocs, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals. Neeraj has been associated with the Group since its inception in 2000 and is now spearheading the Group. Neeraj is an Alumni of Harvard Business School, City University London and India Institute of Management Ahmedabad. Neeraj has spent over 28+ years in Dubai UAE and has vast experience in the retail industry across various domains of Strategy, Management, Operations, Mergers and Acquisitions, and Financial Operations. Neeraj is also the member of the Beta Gama Sigma Society and has been awarded many accolades like Best Fashion Lifestyle CFO (UAE) Award at the Global CFO Excellence Awards 2020, World’s Greatest CFO Award 2018-19 by Asia One, Most Influential CFO in Fashion and Lifestyle Services (UAE) at Global Business Insight Awards 2018. Neeraj Teckchandani
12 Deputy Managing Director Aster DM Healthcare I strongly believe in the mantra of the 3 Ps- People, Purpose and Passion. Strong and sustainable Superbrands are built by people who are passionate and believe in the purpose of the organisation.This holds largely true for a customer-centric service-oriented brand that upholds the responsibility of making a meaningful difference in the lives of the people that it serves. For this, utmost importance should be placed on defining what a particular brand stands for and attain clarity on its long-term purpose for the society.This can then be supported by agility in evolving its offerings as per customer needs and keeping its people who are committed to the purpose, at the centre of delivering it each and every day.” Alisha Moopen Executive Director, RAK Hospital and Chief Executive Officer,Arabian Healthcare Group A brand must be able to fulfill its brand promise and deliver it to the core in the most effective and efficient manner. Forging long lasting relationships with your stakeholders built on trust and reliability will surely pave the way to success and establish you as their preferred brand. Moreover, when customers are able to clearly communicate, have a significant emotional connect and see tangible advantages over your competitors; one achieves the distinction of being a Super brand. It isn’t just a fancy label or something you can create overnight, on the contrary, once your product or service becomes synonymous with quality, superb brand experience and fulfills the requirements of everyone involved in the journey, only then you can emerge as a Superbrand. Dr Raza Siddiqui Consultant Director Charter Member – TIE Dubai. The stakeholders. Each stakeholder group experiences different emotions when they see and interact with a brand.This experience could be positive: love, delight and happiness; or negative: hate, disgust or dislike; and lastly, just plain indifference. But when the brand evokes trust and positivity across various stakeholder groups it truly becomes a Superbrand. A Superbrand is not about being the best in sales, but about getting better all round and further strengthening the stakeholder’s trust. Over 20 years, the Superbrands platform has encouraged home-grown brands to invest in building their brand identity and enhancing their stakeholder credibility and experience. From a representation of less than 30% home brands in Volume 1 to showcasing over 75% of home brands in the new volume, Superbrands has unequivocally been not only an arbiter but also a catalyst in bringing about this change. The power of the Superbrand platform recognizes the changes these brands are bringing in, and through the Superbrands seal, strengthens their belief to go beyond local boundaries.The new decade is going to bring a new influx of Superbrands as technology and stakeholder interactions change. It is an exciting time to see how these Superbrands define the new decade. And the next addition to Superbrands could be from startups and unicorns. Niranjan Gidwani Branding Expert Branding is nothing more than a brilliant idea that makes your products sell and makes it hard for consumers to resist loving them.It is inevitable that your superior selling idea will get challenged, so we must constantly seduce our consumers and continuously measure if what we are doing is making an impact. But we can only know this when we get outside feedback from consumers and experts alike. Superbrands provides excellent external tracking because it shows us what the brand experts think. Therefore, for brand strategists, receiving an award from Superbrands is an encouragement, an achievement and a great honour. John Deykin
Managing Director Nando’s Over the years, Nando’s has cultivated, nurtured and enjoys a strong brand salience. And that does not happen just because we make the world’s best flamegrilled PERi PERi chicken. It is more than the sum of the parts - world-class chicken, of course, rockstar people with passion and panache, store ambience soaked in the South African vibe, and branding that celebrates the brand. I believe no amount of branding and advertising can salvage a poor product or customer experience. In that sense, Nando’s product and experience ensure more than half the battle has already been won. Also, in the food and beverage space, I think we have an unfair advantage because no brand can appeal to all five senses. But F&B brands can do four of them - all at once - sight, touch, taste and smell. If you get those right, it will be hard for your customers to forget how you made them feel.That contributes immensely to strong brand salience, the hallmark of any Superbrand. George Kunnappally Board Member,Abu Dhabi Chamber of Commerce and Industry The success of any company is built around its brands. Effective branding will ensure your brand is differentiated and recognised with simple yet compelling message. A strong brand will evoke emotions, connect with the consumers and bond with them in an everlasting relationship of loyalty and trust. Execution as well plays a key role to achieve success. A well-executed brand strategy will guarantee the brand promise is kept and the core values of the brand are coming to life and reflected with every interaction with the shoppers and the consumers. Waseem Al Halabi Executive Chairman and CEO Alpen Capital ME Limited In today’s fast changing business environment, investing in building your company’s brand is not an option but an imperative. A brand can become a company’s most valuable resource, which when used right, can translate into lasting competitive advantage.We have seen around us, numerous success stories of how well-recognized, strong brands have built loyal customers which have in turn contributed to outstanding business performance. Investing in building your brand therefore makes good business sense. It builds value for the company and its stakeholders. Every brand aims to become a ‘super’ brand. A super brand stands out from the competition by virtue of the strong reputation that it has built for itself. But how does one build a super brand? To us at Alpen Capital, building a brand is ultimately about building trust. It is about delivering what we promise to deliver. The Superbrand programme does a stellar job in curating a list of the strongest brands in each country. It is a matter of pride for strong brands to join the programme and be recognised as a Superbrand. Rohit Walia
14 MARKET AJMS Global is a diversified professional services group headquartered in the UAE with a focus on financial consulting, risk and compliance advisory, taxation, and professional training.The brand offers a broad suite of services through its multiple verticals, including: Governance, Risk and Compliance: AML/CFT advisory, KYC remediation, compliance audits, and regulatory consulting. Taxation Services: Corporate tax advisory,VAT compliance, Zakat structuring, transfer pricing. IFRS Advisory: Implementation and advisory for IFRS 9, 15, 16, 17, and IAS 19. ESG and Sustainability Consulting: ESG gap analysis, sustainability reporting, ESG investing and assurance. Shariah Advisory (Noor Shariah Solution): Islamic finance compliance, Shariah audits, product reviews, and certification. Audit and Assurance Services: Statutory audits, internal audits, forensic investigations. IPO and Capital Market Readiness: Business restructuring, due diligence, valuation, and investor preparation. Professional Training (Hayford Integrated Training Institute): ACCA, CMA, IFRS, AML certifications, and corporate workshops. l Digital KYC and compliance technology solutions tailored for financial institutions and DNFBPs. Corporate wellness programmes and health strategy consulting for organisations and employees. l These services are unified under AJMS Global’s ecosystem, making it a one-stop advisory destination for organisations across sectors. AJMS Global targets a wide spectrum of clients including: l Financial institutions: banks, insurance companies, fintech firms l Regulators and government entities l Family-owned businesses and conglomerates l Corporates in manufacturing, trading, and real estate l Designated Non-Financial Businesses and Professions (DNFBPs) l Universities and professionals (via Hayford) AJMS Global primarily focuses on the top-tier and mid-market segments.These include wellestablished corporates, multinational institutions, and government agencies requiring high-end advisory, compliance, and assurance services. Approximately 85% of revenues come from institutional and regulatory mandates, while the remaining 15% is contributed by corporate training and consulting engagements in the midmarket segment. AJMS Global holds a significant share of the market and established itself as a leading position in specialised consulting areas including AML compliance, Shariah audits, IFRS advisory and ESG reporting in the GCC and South Asia.The firm is a preferred partner for over 950 organisations, including financial regulators and major banks, and its AML and Shariah practices have gained significant traction in recent years. Over the next five to ten yearsAJMS Group plans to: l Expand its operational footprint into 20+ international markets l Grow its Shariah, ESG, and forensic verticals l Increase client base by 50% over five years l Introduce AI-based compliance and audit solutions l Scale training vertical through university partnerships and digital platforms l Double group revenue through a combination of innovation, partnerships, and regulatory alignment ACHIEVEMENTS AJMS Global is proud to be recognised as one of the fastest-growing advisory firms in the MENA and South Asia regions. It is known for providing tailored, regulatory-aligned solutions with strong regional insight and international standards. Several achievements stand out: l Fintech consultant of the year 2025 at the prestigious Leaders in Fintech awards l E-invoicing solution of the Year at the ‘Leaders in E-Business Awards 2025’ by Entrepreneur Media. l Majra Impact Seal Award, the UAE’s highest recognition for excellence in CSR and ESG, presented by the National CSR Fund (Majra). l Future 100 Company by the UAE Ministry of Economy, acknowledging their role in shaping the nation’s future economy. l Selected as top consulting firm for Risk and Compliance 2024 by ConsultancyME. l Dr. Abhishek Jajoo named CEO of the Year 2024 (C-Suite Awards, Dubai). l Komal Jajoo recognised as Global Power Leader 2025 at the UK House of Lords. l Noor Shariah Solution established as a go-to Islamic advisory brand. l Hayford trained over 10,000 professionals in AML, tax, and IFRS. l MoU signed between Remitex (RETL / DIGI) and GlassHub at GITEX Asia 2025. l Pinnacle Kuwait and Zamara MENA launched to serve niche industry needs. l AJMS Global operates under ISO 9001:2015 certified quality management systems. It is also an approved employer with ACCA and ICAEW, validating its training excellence. l AJMS Global was among the first in the region to integrate Shariah compliance audits with regulatory consulting.AJMS Global was one of the earliest adopters of ESG advisory in alignment with BRSR and international frameworks. l AJMS Global was first to combine consulting, technology, and education under one ecosystem tailored to compliance and governance. HISTORY AJMS Global was founded in 2018 in Dubai by Dr. Abhishek Jajoo, a visionary leader with extensive experience in finance, audit, and regulatory consulting. He was joined by a core group of subject-matter experts passionate about elevating consulting standards in the region.The firm began with a modest team focused on VAT implementation and AML compliance advisory. Initially operating from a compact office in Dubai, AJMS delivered high-impact consulting to SMEs and regional banks.With a sharp focus on quality and client satisfaction, the firm quickly earned recognition for its ability to deliver regulatory-aligned solutions customised for regional markets. Over the years, under the leadership of Dr. Jajoo, AJMS evolved into a multinational enterprise with a presence in fourteen cities across ten countries employing over 600 professionals and subject-matter experts. Subsidiaries including Noor Shariah Solution and Hayford Integrated Training Institute were established and advisory
l AJMS began its operation in Dubai and expanded into four continents within five years. l Its founder, Dr. Abhishek Jajoo, was honoured at both the Gulf News Stars of UAE and C-Suite Awards 2024. l AJMS has trained over 10,000 professionals through its education initiatives. l AJMS operates a fully functional Islamic finance vertical, Noor Shariah Solution. l Hayford Institute was established as a bridge between academic learning and real-world regulatory demands. l AJMS has supported Islamic financial product development for several fintechs in the GCC. l AJMS has served as a trusted advisor to multiple regulators in the GCC and Indian subcontinent. l AJMS maintains one of the highest client retention rates in the advisory sector. l AJMS operates in more than fourteen cities globally including London, Amsterdam, Nairobi, Riyadh, and Almaty. l Dr. Abhishek Jajoo has been recognized as the “Top ArabFin Tech, RegTech and ESG Leader” for 2025 by the Arab Leaders THINGS YOU DIDN’T KNOW ABOUT AJMS GLOBAL engagements with financial regulators, DFSA/ DIFC entities, and listed firms were set up. Later the brand diversified into ESG, corporate training, Shariah governance, and technology-supported compliance. PRODUCTS AJMS Global offer a range of products including: l Governance, Risk, and Compliance Services l IFRS Implementation (9, 15, 16, 17) l Tax Advisory (Corporate,VAT, Excise) l AML and KYC Framework Development l ESG Reporting and Certification l Shariah Advisory and Islamic Finance Consulting l Audit and Internal Control Review l Valuation and Restructuring l IPO and Capital Market Readiness l Professional Training and Certifications (ACCA, IFRS, CMA, ESG, AML) These products aim to ensure full regulatory compliance for financial and non-financial institutions, improve governance and financial transparency l Prepare companies for global capital markets l Deliver sustainability and ESG alignment l Enable Islamic institutions to meet Shariah standards l Build human capital through continuous l professional education l Mitigate financial crime and non-compliance risks RECENT DEVELOPMENTS Recently AJMS Global have developed the following products: l ESG Automation Toolkit l Shariah Audit Dashboards l AML Compliance Gap Assessment Kits l Tax and Transfer Pricing Risk Evaluators l Executive Bootcamps on Sustainability and Digital Taxation l KYC DIGI AJMS also opened new offices in Business Bay (UAE), Jaipur and Trivandrum (India), Riyadh, Kuwait, Bahrain, and Nairobi to serve expanding client needs; and signed an MoU between Remitex (RETL / DIGI) and GlassHUB at GITEX Asia 2025. Strategic partnerships with universities for professional training and collaboration with financial regulators and chambers of commerce for awareness programmes. PROMOTION AJMS Global adopts a knowledge-first marketing approach, relying heavily on thought leadership, educational content, and strategic networking. Key promotional strategies include: l Social media presence on LinkedIn and professional platforms l Regular publications including whitepapers, articles, and regulatory updates l Webinars, virtual roundtables, and awareness campaigns l Representation at international conferences and panels l Industry collaborations and co-branded initiatives AJMS also organises: l Annual gathering for networking across the financial ecosystem. l Compliance, AML, ESG, and tax training programs across the GCC and India. l Online Workshop and in-person masterclasses. l Executive training retreats in collaboration with regulators and chambers of commerce.These events have garnered high participation rates and stakeholder engagement. AJMS Global integrates corporate social responsibility into its core by: l Offering complimentary training sessions to students and young professionals. l Conducting financial literacy campaigns in collaboration with academic institutions. l Supporting underprivileged individuals to access regulatory and Shariah training. l Promoting ethical business practices through ESG and governance advocacy. AJMS utilises: l Direct mailing to clients with regulatory alerts and service updates. l Digital newsletters and insights shared across sectors. l SEO-driven content on websites and landing pages. l Referral networks through satisfied clients and alumni. BRAND VALUES AJMS stands for: l Integrity and Compliance l Quality and Reliability l Innovation and Practicality l Knowledge and Empowerment The brand promises to deliver high-quality, reliable, and forward-thinking advisory and training services that help clients comply, grow, and innovate in an ever-evolving global market. AJMS is committed to: l Creating compliant and future-ready organisations l Enhancing financial and ethical literacy l Fostering sustainable growth across industries l Empowering individuals and institutions through upskilling The brand ensures the consistency of its products through: l Peer review mechanisms and service audits l ISO-aligned delivery frameworks l Client feedback and monitoring loops l Internal quality assurance committees l Regular knowledge updates and certifications for consultants and trainers
16 MARKET Al Ain Farms offers a wide variety of high-quality, fresh, and nutritious dairy and poultry products to meet the daily needs of every family in UAE. All products are made with love, locally in Al Ain, UAE and delivered fresh to stores daily. Al Ain Farms is proud to be a trusted choice for families across the UAE who prioritise freshness, nutrition, and locally made products.Their offerings, from fresh milk and eggs to juices and chicken, are daily essentials for homes that care about what goes on the table. As more consumers become aware of the link between nutrition and well-being, their product range is a natural choice for those who live mindfully and eat intentionally. Al Ain Farms is a reliable partner for a wide range of hospitality clients who depend on consistent supply, product safety, and local sourcing all while meeting nutritional guidelines and budget requirements: Schools: Supplying nutritious, kid-friendly milk, juices, and eggs for school canteens and meal programs Hospitals and healthcare providers: Offering dietsensitive products like low-fat dairy and camel milk, which support therapeutic and recovery diets. Hospitality and catering: Supplying premium fresh chicken, dairy, and juices for hotels, restaurants, and large-scale food services. Government and national procurement programmes: Trusted for volume reliability, food safety, and local production credentials. Al Ain Farms plays a significant role in meeting the UAE’s national dairy and juice demand, with ambitious plans to expand its contribution in the coming years. Al Ain Farms is key contributor to the country’s fresh egg production, with growth targets aligned to support national food security. Al Ain Farms delivers substantial annual volumes of fresh eggs and chicken as part of the Group’s broader food production efforts. Al Ain Farms is widely trusted by households across the UAE and available through an extensive retail distribution network spanning thousands of outlets serving freshest UAE products daily. In the next five to ten years Al Ain Farms intends to increase Market Share in key categories and enhance operational capacity and infrastructure to meet growing local needs and prepare for future regional opportunities.The company is also planning to develop and launch value-added offerings, including functional nutrition and alternative protein products, to meet evolving consumer preferences. The brand also aims to advance their Net Zero roadmap through investments in renewable sources of energy, resource-efficient operations, and recyclable packaging solutions, while continuing their waste reduction through responsible production and consumption. In addition they aim to support UAE food security objectives and further increase In-Country Value. ACHIEVEMENTS Al Ain Farms is proud of being the UAE’s first dairy producer, established in 1981 under the vision of the late Sheikh Zayed bin Sultan Al Nahyan and maintaining over 40 years of uninterrupted national service, nourishing generations. Al Ain Farms has evolved into one of the UAE’s largest integrated dairy and poultry producers and has pioneered the successful industrial-scale testing of UHT camel milk, ready for commercial rollout. Al Ain Farms is renowned for consistently delivering On-Time In-Full delivery, even during global disruptions. 1981: Founded to serve UAE food security 1996: Merged with Al Ain Poultry Farm into one company to provide consumer basket 2011: Camel Farm was added as part of the farms – birth of new era of Al Ain Farms. 2018: One of four GCC companies to receive the updated ISO 22000:2018 Certification for Food Safety* Management. 2019: The company became the Official Dairy partner of Expo 2020. 2020: Expanded Farm Capacity to increase its commitment to food security 2022: Became fully vertically integrated from farm to shelf and backwards integrated in its operations and factories 2024: Awarded Product of the Year for three product categories (organic range, lactose free range dairy and cook in bag solutions) by POYMENA. 2025: Al Ain Farms becomes part of Al Ain Farms Group, uniting five trusted Emirati brands under one platform The company has industry-leading certifications like ISO 22000 (Food Safety) and ISO 9001 (Quality), demonstrating their commitment to excellence. l Al Ain Farms is the only certified company to supply USA Army globally both in dairy (juice production) and poultry (eggs production). The company holds the following certifications: l ISO 9001:2015 l ISO 14001:2015 l ISO 45001:2018 l OSHAD-SF Certificate l ISO 22000:2018 for Food Safety Management l Halal Certificate for Camel Milk Powder l EQM Certificate Across all its Categories l IMS Policy l Al Ain Farms was the first dairy company established in the UAE. l Al Ain Farms became the first poultry company in the UAE to use RPET Packaging across all its eggs. l First company to introduce glass bottles and carton in its dairy products. l First company to launch value added ranges across dairy and poultry (lactose free, organic dairy, range, cook in a bag marinated chicken) l First company to launch sugar free juice to market. l First company regionally to offer sugar free Greek yoghurt to market. HISTORY Al Ain Farms was the UAE’s first company founded in 1981, by the Father of the United Arab Emirates, the late Sheikh Zayed Bin Sultan Al Nahyan. Al Ain Farms was founded not just as a commercial venture, but as a deeply purposeful initiative. Established as a family-owned shareholder company, its mission extended far beyond food production or profitability. From the very beginning, Al Ain Farms was envisioned as a source of support for the community - specifically created as a fund to
care for widowed mothers and children in Al Ain. This humanitarian foundation remains central to their identity. It reflects a legacy of compassion, responsibility, and social impact - values that continue to shape the way they operate today. What began as a local initiative to uplift vulnerable families has grown into one of the UAE’s most trusted producers of fresh food, still guided by the same spirit of care, resilience, and service to society. In 1996 merged with Al Ain Poultry Farm into one company and in 2011 the camel farm was added under the umbrella of Al Ain Farms. In 2025, Al Ain Farms became part of the newly announced Al Ain Farms Group, combining multiple trusted brands under one unified platform. PRODUCT Al Ain Farms main product categories: Fresh Dairy Products: Enjoy a range of everyday essentials like fresh milk, probiotic enriched smooth yogurt, laban in plain and flavoured variants — all made from the finest ingredients and packed with natural benefits. Long-Life / UHT Milk: For those who prefer convenience without compromising on taste or nutrition, they offer long-life (UHT) milk. It’s perfect for stocking the pantry and stays fresh for longer without refrigeration until opened. Fresh and Powder Camel Milk: Experience the unique nutritional benefits of camel milk - available in both fresh and powder options. Camel milk is naturally rich in vitamins and minerals and is a great alternative for those looking for something different and wholesome. Fresh Juices: Refresh yourself with our delicious selection of fresh juices, available in a wide range of flavours.Whether you’re in the mood for classic orange or something more exotic, there’s a flavour for every taste. Fresh Chicken: They provide premium-quality, fresh chicken, raised with no antibiotics, hormones and packed daily for your favorite home-cooked meals. Fresh Table Eggs:Their farm-fresh eggs are a staple for every kitchen, packed with protein and ideal for breakfast, baking, or any meal of the day. RECENT DEVELOPMENTS l UHT camel milk (successfully tested and ready for rollout) l Lactose-free and low-GI dairy products l Organic yogurt range Al Ain Farms has entered a strategic joint development agreement with FoodIQ, the awardwinning Finnish food-tech innovator, becoming the first company in the world to implement FoodIQ’s patented Multi-Layer Cooker technology at industrial scale outside Finland. As part of this collaboration, Al Ain Farms will establish local production capabilities in the UAE to manufacture a new generation of clean-label, natural, and high-protein dairy and plant-based products.This partnership marks a milestone for innovation and supports the UAE’s Food Security Strategy 2051, National Strategy for Industry and Advanced Technology, and Net Zero 2050 goals. Al Ain Farms has entered other strategic partnerships to advance innovation, distribution, and talent development: ADNOC Distribution – A national agreement to expand the availability of Al Ain Farms products across ADNOC’s extensive retail network, ensuring greater convenience and access for consumers across the UAE. PROMOTION Al Ain Farms promotes itself through integrated through-the-line campaigns that combine mass media, digital engagement, outdoor advertising, and direct consumer activation.The brand regularly invests in national TV and print campaigns, outdoor media, social media promotions, in-store sampling, industry exhibitions, and community programmes to build awareness, drive trial, and strengthen consumer loyalty across the UAE. Al Ain Farms maintains a strong presence at leading industry exhibitions and conferences, such as Gulfood, SIAL Middle East, and major agricultural forums, to demonstrate its l Al Ain Farms started with 200 cows, while now has over 20,000 cows and over 1,800 camels. l Al Ain Farms produces close to 400 million litres of dairy and juice annually. l Al Ain Farms is trusted by more than 70% of UAE households. l Al Ain Farms maintains 100%+ delivery reliability, even during major crises. THINGS YOU DIDN’T KNOW ABOUT AL AIN FARMS commitment to innovation and sustainability. The brand also prioritises school roadshows and nutrition education programs, engaging directly with students and families to build awareness about healthy eating and the importance of locally produced food. CSR activities are an important part of Al Ain Farms commitment to the community. Amongst these activities are: - Food donations - School programmes - Emiratisation and gender inclusion BRAND VALUES The brand has garnered a strong reputation for: l Trust l Freshness l Reliability l Innovation l Sustainability Al Ain Farms promise their consumers fresh, wholesome products made locally with care and a commitment to supporting healthier lives every day. The Brand ensures consistency of its products through: l Fully integrated farm-to-shelf operations, enabling complete control over every stage of production—from animal welfare and feed to processing, packaging, and distribution. l Certification to ISO 22000 Food Safety Management and compliance with SMART FOOD SAFE, the UAE’s national food safety framework. l Constant investment into R&D and consumer insights dedicated to innovation in product integrity, predictive analytics, and continuous process improvements. l Use of advanced AI and IoT technologies for real-time monitoring, early detection of variances, and consistent quality control. l A commitment to delivering fresh, safe, and wholesome products trusted by generations of UAE consumers.
18 MARKET In GCC’s bustling frozen food market, Al Kabeer stands as more than just a brand, it is a trusted name across generations, present in over 20,000 outlets and woven into daily meals, occasions, and lunchboxes alike. For over five decades, Al Kabeer has delivered on one simple promise: great taste, every time. Al Kabeer competes within the rapidly growing frozen food sector of the GCC, where convenience, halal compliance, and quality define consumer expectations.The MENA frozen-food market is driven by urban lifestyles, rising working households, increasing demand for convenient food and a multi- generational population with evolving palates eager to explore new flavours and formats. From busy professionals to millennial and Gen Z snackers, the demand for ready-to-cook meals and frozen snacks has surged. Al Kabeer remains at the centre of this transformation, delivering consistent quality in a space shared with names like Sadia, Americana, Al Islami, Seara, and others. But what sets us apart is a relentless focus on extensive portfolio spanning meat, chicken, seafood, dough, vegetables and fruits coupled with trusted taste and quality. ACHIEVEMENTS Over the years, Al Kabeer has won multiple awards - for quality, innovation, and marketing excellence: In 2024, our CEO was named among the region’s “Top 10 Retail Leaders,” and the brand received a “Marketing Excellence” award from the BIGBOX global retail series. Our factories hold globally recognised certifications - HACCP, BRCGS, Halal certification, SFDA Halal for export, ISO 22000 for one of our warehouses, and more - underlining an unwavering commitment to food safety and quality. HISTORY Al Kabeer’s story began in 1974, when the Subberwal and Shaikh families established a modest chilled meat export business in India. Four years later, the company expanded to Dubai. However, chilled meat had its limitations - a challenge the brand experienced first-hand when its Kuwait operations closed due to restrictions on wet market sales. Frozen meat, however, offered consistency, scalability, and brand-building potential. Hence, we entered the frozen meat category - a milestone that transformed Al Kabeer into a brand. From the outset, Al Kabeer embraced innovation - introducing the first fully automated mince-meat filling machine in the region, replacing manual processes. This pioneering spirit was recognised in 1982 with the prestigious Indian President’s Award for Packaging. Further, to address erratic frozen category pricing, Al Kabeer gathered importers to form the Indian Meat Importers Association.The group agreed on minimum retail prices to ensure healthy competition and profitability. Meetings were held every fifteen days, and members even supported each other by halting supplies to non-paying buyers. Distribution was another key differentiator.While competitors relied on third parties, Al Kabeer built its own distribution network, strengthening brand presence and control.This leadership in market organisation and distribution network strength caught the attention of Choithrams, who offered to stock Al Kabeer as their exclusive brand. Product innovation drove regional expansion. Mutton Cubes became a best-seller - priced above some premium brands yet so popular that they propelled Al Kabeer’s entry into Saudi Arabia. The company also pioneered Individual Quick Freezing (IQF) technology through a dedicated partner plant, enabling superior product quality. While marine products initially saw slower uptake, the range gradually expanded.We also began crafting products with the expertise of a hired chef, followed by burgers - products that spurred factory expansion. What followed was a journey of vision, grit, and continuous growth. By closely reading market tastes, experimenting with new ideas, and retaining the successful ones, Al Kabeer built a portfolio that now exceeds 300 SKUs - from raw meat to valueadded retail products and a dedicated HoReCa range. Even in our early days, Al Kabeer held world-class standards in business values and accountability -hiring KPMG for audits back in 1982, an uncommon move for the region at the time. As we did things right, we continued to expand steadily over the decades: l 1980 - Abu Dhabi office opened l 1981 - Jeddah and Dammam offices opened l 1982 - Bahrain office opened l 1983 - Dammam Cold Storage opened l 1984 - Expansion into Qatar and Oman l 1985 - Riyadh branch opened l 1999 - Khamis office opened l 2008 - SFI factory established l 2017 - VFC factory launched Al Kabeer has evolved into a multi-dimensional organisation, diversifying beyond raw meat into value added products for retail customers and even launching a dedicated HoReCa product portfolio. A major turning point came in 2018, when the Savola Group - one of the region’s largest food and retail conglomerates - acquired a majority stake, paving the way for modernisation, facility upgrades, and a bold rebranding in 2023. Backed by the Savola Group, Al Kabeer now leverages expanded scale and expertise. Savola itself noted that acquiring a “prominent frozen foods” company like Al Kabeer fitted its growth strategy. PRODUCTS With 300+ SKUs across six categories, Al Kabeer’s offerings cater to every palate and occasion. Our portfolio spanning across almost all frozen food categories includes, Meat, Chicken,Vegetables, Fruits, Dough products and Seafood. In practice, this means we supply both raw and value-added products.Think: Kiri Cheese Samosas, Spring Rolls, Zing Chicken Strips, Breaded Chicken Burger, Turkish Chicken Kebab, Jumbo Prawn Crispies, Breaded Fish Fillets, Krazee Nuggets, Lamb Kibbeh, Beef Meatballs, Arabic Kofta, Beef Franks, French Fries, Paneer Cubes, Corn on the Cob, Stuffed Felafel, Jalapeno and Cheese Sticks, cut vegetables, frozen berries, and even Chocolate Paratha - a treasure chest for an owner of a gourmet freezer. Al Kabeer’s Ramadan collaborations have become a seasonal highlight - like the 2024 launch of Kiri Cheese Samosas, blending regional traditions with indulgent flair. Every product is made from halal-certified, highquality ingredients and reflects the brand’s belief in culinary convenience without compromise. RECENT DEVELOPMENTS For decades, Al Kabeer has been a trusted name in households across the GCC - a symbol of convenience, taste, and uncompromising quality in the frozen food sector. In 2023, the brand embarked on an exciting new chapter, unveiling a bold rebrand with fresh packaging, bolder visuals, and a renewed promise: modern food for modern lives.This rebrand is more than a design update; it’s a complete re-imagination of Al Kabeer’s story, blending its rich heritage with a modern aesthetic that speaks to a new generation of consumers. Recent launches have demonstrated Al Kabeer’s agility in blending tradition with global trends. Flavour-forward products like Sriracha Zing Strips, Smoked Buffalo Strips (taglined “No Smoke Without Fire”), and Butter Chicken Zing Fillets have redefined its snacking segment. On the sweeter side, innovations like Chocolate Samosas, Chocolate-filled Parathas, and a successful collaboration with Kiri Brand to create Kiri Cheese Samosas showcase the brand’s creative versatility. Behind every flavourful bite and consistent quality lies a meticulously managed supply chain. Our unique multi-continent sourcing strategy ensures fresh crops and uninterrupted supply throughout the year.This approach also safeguards
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