< Previous120 Vol. 25/02, February 2024 SALAAL HASAN Founder and CEO Ahya TECHNOLOGY 78 Attending global conferences such as the World Economic Forum or Future Investment Initiative was part of Hasan’s nance job. Since 2023, he witnessed a major change, adding: “For the rst after three decades of globalisation, we were moving to a polarised or multi-polar world. Climate change was the only agenda bringing the world together.” He began by quantifying the problem in the context of this region, explaining that the MENAP region (Middle East North Africa and Pakistan) accounts for 8 percent of global emissions yet keeping 1990 as a base year, the region has witnessed the second highest growth in emissions after China and India. In their 2022 report, the IMF predicted that to reach the net-zero ambitions outlined in all MENAP coun- tries Nationally Determined Contributions (national targets submitted to the UN Framework Convention on Climate Change) combined would require the implementation of a $8 carbon tax or an investment of $900bn.” Hasan felt that there was an economic need for enterprise technology and an institutional void; he resigned from his active role as a venture capital executive and founded Ahya, the regions rst climate software business with a mission to build a uni ed AI-powered platform for scaling climate action. “Our rst challenge was to enable our clients to consider climate change as an innovation opportunity and core part of their business models,” he says. About Ahya Ahya provides enterprises with a combination of software prod- ucts and specialised advisory services,” he says, and have a goal to enable the region’s enterprise led transition to net-zero, reducing 6 million tCO2e per annum by 2030. AhyaOS is their primary product which helps enterprises collect emissions data, measure their emissions via GHG accounting, generate compliant reports, develop reduction plans or decarbonisation roadmaps, and analyse their performance linked to key business metrics. Tawazun is a platform built for economies such as KSA and UAE where many companies are in ’hard to abate’ sectors, including oil and gas, oil derivatives, and aviation. “This o ers accuracy, transparency, and environmental robustness in climate action for enterprises via the use of voluntary emission reductions or carbon o sets to achieve net-zero targets” he says. AhyaAPI is a bilingual application programming interface/ digital infrastructure for climate action tailored toward the needs of digitally enabled products/services such as digital nancial services, mobility, or aviation products. Hasan explains, “AhyaAPI consists of arti cial intelligence on top of Ahya’s core products in a B2B2C model. There are three types of endpoints currently under the API: the Emissions Search Endpoint, AhyaAI Estimate Endpoint and AhyaAI O set Endpoint.” Looking ahead, Hasan and his team are working tirelessly to launch their products in the UAE, KSA, and Pakistan with selected partners. This strategic move aligns with their antic- ipation of mandatory regulations for climate reporting to be enforced between 2025-2026. “Similarly, we perceive that MENAP’s voluntary markets will scale to between 150 to 200 million tonnes CO2e with an estimated value of between $1–6bn, offering tremendous opportunity.”arabianbusiness.com 121 RONALDO MOUCHAWAR Vice President Amazon MENA ECOMMERCE 79 Mouchawar has left an indelible mark on the ecom- merce landscape in the MENA region. As a co-founder and CEO of Souq.com Group, he led the company’s transformation into the largest e-com- merce retailer in the Arab world, catching the attention of tech giant Amazon, which acquired Souq.com for $580m in 2017. Mouchawar’s visionary leadership began in 2005, coinciding with Souq.com’s inception in the UAE. Under his guidance, the platform expanded into key markets such as KSA and Egypt. In 2014, he introduced the White Friday sale, now a highly anticipated annual shopping event in the region. Mouchawar extended Souq.com’s influence by launching PayFort, a leading online payment service, and Q-Express, a logistics arm aimed at improv- ing delivery efficiency. In 2016, Souq.com secured a $275m investment, propel- ling its valuation to over $1bn, marking it as the rst unicorn in the region. Following Amazon’s acquisition in 2017, Souq. com rebranded as Amazon.ae in the UAE in 2019 and Amazon.sa in KSA in 2020. Mouchawar’s commitment to providing Arabic language support was evident with the introduction of Amazon Prime in the UAE in 2019, Amazon Home Services in 2020, and Prime in KSA in 2021. His in u- ence extended to Instashop, a UAE-based grocery app, where his investment played a crucial role in its acquisition by Delivery Hero in 2020. He actively contributes to shaping the future of technology and innovation in the region, serving on boards such as the Dubai Future Academy and the Inter- national Advisory Council at the Exec- utive Council. Amazon MENA, under Moucha- war’s guidance, continues to revolu- tionize e-commerce in the region. In April 2023, the company launched a state-of-the-art Fulfilment Centre in Dubai, equipped with advanced technology to increase storage capacity by 70 percent. Situated in Dubai South’s Logistics District, the facility ensures efficient operations with access to key transportation hubs, contributing to the UAE’s digital economy agenda. The expanded capacity aims to host products from 100,000 businesses on Amazon.ae by 2026 and offers training and upskilling programmes for employees, further contributing to the UAE’s growing digital economy. Amazon.ae has expanded its International Shopping experience to Qatar, o ering local customers the conveni- ence of browsing and purchasing hundreds of thousands of eligible products shipped from the UAE. This enhancement allows customers in Qatar to access a diverse range of prod- ucts across more than 30 categories, including Beauty, Books, Electronics, Fashion, Health, Home and Kitchen appliances, Sports, and Toys. The International Shopping experience on Amazon.ae is accessible in both Arabic and English, tailoring the user’s experience based on their location and shipping address. Customers can e ortlessly complete their Amazon.ae orders using both local and international debit and credit cards, with direct shipping to their addresses in Qatar.122 Vol. 25/02, February 2024 In 2018, the fragrance line Kayali was intro- duced by Huda Beauty, featuring a collection of four scents meticulously crafted b y Kattan, a self-proclaimed ’perfume princess’ and the visionary founder of Kayali. Drawing inspiration from her Arab heritage, her fragrances are a testament to her roots, incorporating oud scents and adorned with jewel- lik e pack agin g. H e r profound passion for scents was unveiled in her reality series, ’Huda Boss’, where she offered a glimpse into her perfume closet and the creative process behind fragrance creation. Aphilanthropist and retailer, Lundgren launched its first store in Abu Dhabi in 1996 that was conceived as an antidote to IKEA. With stores spread across the MENA region, his focus is on selling emotions rather than commodities, characteris- ing THE One stores as thea- tres where seasonal home fashion shows unfold and are curated by a team of decorators. Larger stores prioritise furniture, with accessories compl ementin g the arrangement, while smaller stores, termed boutique theatres, highlight accesso- ries and incorporate furni- MONA KATTAN THOMAS LUNDGREN Co-founder and Global President Huda Beauty Founder THE One Derived from the Arabic phrase meaning ’my imagi- nation,’ Kayali is a fragrance brand that is inspired by Kattan’s culturally rich Middle Eastern heritage and the tradition of layering scents to evoke specific moods. Collaborating with globally acclaimed perfum- ers in France, she sources the finest ingredients to craft distinctive fragrances that are cruelty-free. In addition to her role at Kayali, Mona assumes vari- ous positions of influence not only regionally, but glob- ally. This includes her roles as an investor and board member at global supple- ments brand Humantra since January 2021; an advi- sory board member at The Retail Summit since August 2023; a board member and partner at Heroine Sport in Los Angeles, California, US; and a creative council board member at Waldencast, both since May 2023. Further- more, she serves as a board member and investor at The Luxury Closet, Inc. Mona holds a bachelor’s degree in nance from The American University of Sharjah, UAE. ture to enhance the overall accessory experience. Fascinated by furniture, he still plays a role in the design at THE One and curates around 60 percent of the creations showcased at his stores. A UAE-grown lifestyle brand showcasing seasonal collections of affordable home fashion, THE One boasts over 22 stores and 1 Bistro Restaurant across the MENA region. THE One has expanded its footprint in the UAE with retail outlets in Dubai Hills Mall, Mall of the Emirates, Al Quoz, Jumeirah Beach Road, and Jumeirah 1 in Dubai, as well as at Al Ain Mall, Yas Mall, and in the Mushrif Area in Abu Dhabi. Lundgren supports multiple local and interna- tional charities and the brand promotes their Do Good initiatives. These encompass ethical sourcing, challenged employees, local volunteering as well as global education through THE Onederworld. THE One brand today consists of: THE One; FUSION by THE One; THE One Basics; THEOne. com; and THE One Bistro. RETAILRETAIL 8081arabianbusiness.com 123 As an innovative entre- preneur, Hajj has made a distinctive mark in the F&B sector, introducing ground-break- ing concepts that disrupted the industry and positioned him as a regional pioneer. In 2021, he founded Lavoya, a premium restaurants oper- ator with the mission of transforming dining experi- ences. Within a year, Lavoya successfully launched three popular franchise brands in the region: Joe and The Juice, Dave’s Hot Chicken, and Barbar. He had previously showcased his entrepre- neurial prowess with the establishment of Cravia, a leading food and hospitality OWS Automotive, led by Zahran, operates as a comprehensive hub offering diverse and state-of-the-art products and services, and is focused on sustainability. OWS, a well-established player in the US automotive remanu- facturing segment, has been a global automotive service provider for 30 years. Pres- ently, OWS concentrates on providing sustainable services to governments and corporate fleets, encom- passing rst response, parts remanufacturing, and eet maintenance repair and overhaul. With a global presence in the USA, UAE, KSA, Bahrain, WALID HAJJ OWEIS ZAHRAN Co-founder and CEO Lavoya Restaurants Group Managing Director OWS Capital group in the region, intro- ducing franchises such as Zaatar W Zeit, Five Guys, Cinnabon, and Seattle’s Best Coffee to the Middle East. After the majority stake acquisition by private equity rm Fajr Capital in 2016, he stepped down from his role. At Lavoya, Hajj’s respon- sibilities span diverse areas, from selecting and negotiat- ing with brands to ensuring operational excellence. Renowned for their experi- ential dining in prime GCC locations, the brand is the preferred partner for inter- national restaurant fran- chises in the region and is committed to delivering results. With his wealth of experience, he is also a highly sought-after speaker at global industry confer- ences and summits. And as Joe & the Juice celebrate their one-year anniversary in the UAE with eight branches and another open- ing soon, they are dedicated to sustaining these stand- ards. Expansion plans for 2024 aim to bring the Joe & the Juice experience to more l ocations, upho l din g high-quality service and menu o erings. Egypt, and Asia, OWS Auto- motive is committed to delivering competitive auto- motive solutions through an innovative approach that combines advanced quality engineering with sustainable remanufacturing. The vision of OWS is to become a global-leading pioneer in innovative system- atisation and automotive excellence through sustaina- ble remanufacturing. Zahran is also the managing director of OWS Capital Investments, a venture capital entity with strong alliances and wide reach across entertainment, real estate, energy, health and wellness and other sectors, creating Unique IP Events, festivals, and campaigns, representing brands and destinations, talent management and celebrity endorsements, impact and angel investing. He also holds the role of the managing partner of MELT Middle East, a global partnership that bridges the east and west through the realm of entertainment by bringing brands, institu- tions, and governments in the Middle East. 8283 HOSPITALITYENTREPRENEURSHIP124 Vol. 25/02, February 2024 AAMER SHEIKH CEO PepsiCo Middle East INDUSTRY 84 Heading the Middle East Busi- ness Unit within PepsiCo, Sheikh assumes a key role in the cluster under PepsiCo Africa, Middle East, and South Asia (AMESA) which integrates the snacks and nutrition (Quaker) businesses with franchise beverages operations. In addition to his role at PepsiCo, he holds the co-chair position at the US-Saudi Business Council and is a member of the Multinational Compa- nies’ Business Group (MCBG) Regional Presidents Forum, alongside other associations. His association with PepsiCo dates to 1999 when he joined the company in Pakistan within the finance func- tion. Over the years, he has ascended through various leadership roles in Pakistan, the UAE, and the US. Preced- ing his current role, he served as the president and general manager for the MENA region and Pakistan. In 2017, he assumed the position of chief financial officer for Pepsi- Co’s Asia Middle East & North Africa Sector (AMENA), overseeing financial operations in over 40 countries, covering beverages, snacks, and nutrition businesses, including 10 joint ventures. His diverse leadership roles also include chief financial officer for the Middle East and Africa (MEA) region in 2008, SVP for Planning and Trans- formation for the AMENA region in 2014, and SVP for Commercial Finance for Frito Lay North America in 2016. Prior to his tenure at PepsiCo, Sheikh held various finance roles, including a five-year stint in the US working as an auditor for Ernst & Young and The Walt Disney Company. He also spearheaded the finance function for Unisys for three years in Pakistan. He is a certi ed public accountant with a BBA in public accounting from Loyola University of Chicago, US and has completed executive education courses at Harvard and the Wharton School of Business. About PepsiCo AMESA The AMESA sector encompasses the Africa, Middle East, and South Asia regions, boasting a portfolio of prominent global snack brands including Lay’s, Cheetos, and Doritos, along- side local favourites. Additionally, the sector features a diverse range of beverage brands including 7UP, Pepsi, Aqua- na, Mountain Dew, Mirinda, and Sting. PepsiCo actively participates in waste reduction and resource optimisation, integrating circular economy prin- ciples into its operations in the UAE. As a founding member of the Circular Packaging Association in the UAE, the F&B leader engages in a platform that brings together leaders and stakeholders to collectively make a positive impact in the form of more sustainable packaging, enhancing the accessibility of recycling infrastructure, involving youth in innovative solutions, and providing sustainably innovative packaging technologies and business models. Since 2021, PepsiCo has collaborated with Bee’ah in the UAE to collect and recycle an amount equivalent to all Aqua na packaging produced in the country annually. The Aqua na Water Stations, initially introduced at Expo 2020, are now expanding through the Dubai Can Initiative, contributing to the saving of over 400,000 single-use plastic bottles. In GCC markets like Kuwait and Qatar, PepsiCo has intro- duced Aqua na and Pepsi, in 100 percent recycled packaging.arabianbusiness.com 125 NOUR ARIDA Founder and owner Generation Peace SOCIAL MEDIA 85 Anine-time cover girl with 11.1 million followers on her Instagram page, Lebanese model, and in uencer Arida has collaborated previously with brands includ- ing Sephora, Rimmel, and Boucheron, for whom she has been a brand ambassador and spokesperson. She forayed into her career in Beirut, Lebanon, working as a brand manager and buyer for several fashion labels, including Frame Denim, Rag & Bone, Theory, and others. She also worked as a buyer at one of the Middle East’s largest retail stores where she learned about consumer behaviour and design trends in the world of fashion. Armed with her expe- rience as a fashion buyer and her rising in uence, Arida aspired to put her fashion industry experience to use with a focus on kids clothing. She went on to co-create Generation Peace, a children’s clothing line inspired by her daughter Ayla. Collaborated on with designer Rebecca Zaatar, this sustainable range is more than just fashion, but is meant to spark conversations about equality, tolerance, and consciousness. Her husband George Badawi, now her manager, recog- nised her early potential before they got married. Upon tying the knot, one of her wedding pictures she had posted went viral and the following day, Arida was surprised to see that her Instagram following had increased with 15,000 new followers. The upward trajectory continued with her ulti- mately gaining 50,000 followers. Her husband, with a background in nance, suggested they monetise her social media account and posts. For this, he devised a clear-cut strategy and after just one year, they secured their first deal with Ray Ban. From there, collaboration opportunities increased, and opportunities began coming their way. In March 2023, Arida received the Arab Women of The Year award at an event that took place in London, UK. The event, hosted by London Arabia Organisation, recognises the achievements of Arab women across the globe. The 33-year-old Paris-based model and social media in uencer has years of fashion experience under her belt and has recently signed with Elite Models Paris agency. Not only has Arida fronted several magazine covers, but has attended multiple fashion weeks in New York, Milan, Paris and more. She also made appearances at lm festivals, including the Cannes Film Festival and Venice Film Festival. About Generation Peace Diverging from traditional paradigms, Arida advocates for the inclusion of children in the forefront of the fashion industry. This conviction gives rise to Generation Peace, a distinctive clothing brand exclusively tailored for young trendsetters. Ayla Arida, embodying the charisma inherited from her mother, stands as the prominent gurehead of this unique brand. Collaboratively, they undertake a mission to transform the aspirations of budding young models and fashion enthusiasts into tangible achievements. With Gener- ation Peace, fashion transforms into a platform where chil- dren can explore their individuality, express creativity, and serve as inspirations for subsequent generations. 126 Vol. 25/02, February 2024 ALEX REINHARDT Venture Investor, Founder Smart Blockchain TECHNOLOGY Afan of high-tech, revolutionary technologies, and virtual real- ity, Reinhardt started working with start-ups in his university days. Over a decade, he has helped hundreds of start-ups secure funding, totalling over $500m. His dream was to create his own crowdfunding project that would support hundreds of thousands of innovative projects. Though Reinhardt was ready to launch, Germany intro- duced a new law in 2015 on crowdfund- ing licensing, bringing in new restric- tions. He postponed the project, but during this time, discovered block- chain technology and was so capti- vated by the idea that he became and remains a crypto enthusiast. This followed the creation of his own plat- form. Involved in over 20 impactful international start-ups, Reinhardt reveals that each of his start-ups carries a profound mission; to make every person’s life more comfortable with block- chain products. The power of learning Having reached over 500,000 individuals, Reinhardt’s inspi- ration for creating the The Alex Reinhardt Academy stems from his deep belief in the power of learning. He believes that the willingness to learn and evolve is more important than innate abilities, talents, or even luck. When his parents decided to move to Germany, he was thrust into a school in Germany without adequate knowledge of the language, compelling him to memorise 30 to 50 new words a day, study subjects in advance, and learn entire topics by heart. Over the years, he has accumulated not only professional and business experience but also numerous methodologies for learning faster, systematically acquiring new skills, and developing e ectively. He felt the need to share these meth- ods and experiences and went onto launch his academy. He is also an author of the book, You’re Number One, which went on to become a best-seller, and is a practical guide with exercises that help people develop new qualities to achieve bigger goals. Sustainability and Smart Blockchain’s Delegated Proof-of- Stake (DPoS) Delegated Proof-of-Stake (DPoS), used by Smart Blockchain, is a more advanced and energy-e cient solution compared 86arabianbusiness.com 127 to Proof-of-Stake (PoS). It achieves expeditious transaction validation and minimised energy expenditure through several key aspects, including its limited number of valida- tors which reduces the number of devices needed to secure the network, consequently decreasing overall energy consumption. Also, e ciency in validation as validators in DPoS are elected or delegated by the community, typically making them more reliable and e cient in transaction veri- cation. Then lower resource load as DPoS does not require the intensive computational process characteristic of PoW which reduces the need for powerful hardware and, accord- ingly, the consumption of a large amount of electricity. DPoS allows networks to scale more easily, processing a greater number of transactions in less time without a signi cant increase in energy costs. Validators in DPoS systems are incentivised to maintain reliability which ensures more sustainable and energy-e cient operation. The edge of superiority Thanks to its features, the Smart Blockchain network is an ideal solution for creating decentralised applications and deploying tokens. The network’s transaction processing speed reaches up to 2,000 per second, and it takes up to three seconds to create new blocks. With these character- istics, Smart Blockchain surpasses networks like Binance, Ethereum, and other cryptocurrency market leaders. Addi- tionally, Smart Blockchain offers high security and low network fees. The problem that Smart Blockchain addresses is the issue of scalability, speed, and transaction costs. Traditional block- chains struggle with these issues, leading to network conges- tion and generally slower transaction processing. The solu- tion to this problem was embedded in the foundation of Smart Blockchain. However, humans still play a crucial role, as they are the initiators of most processes and technologies. In almost a year, Reinhardt’s tech team faced numerous chal- Reinhardt’s book, You’re Number One, serves as a practical guide that help people develop new qualities to achieve bigger goals lenges that required very rapid responses. They work every day to simplify the lives of more than a million users world- wide. He explains, “The steps we have taken are primarily about unlocking new possibilities and taking blockchain tech- nology to a new level. This is possible thanks to human inge- nuity and a constant drive for innovation.” Future plans for Smart Blockchain For those not yet familiar with Smart Blockchain, he reveals that their ecosystem already successfully operates the native network coin SMART and the cryptocurrency wallet, Smart Wallet. Currently, users can securely store their SMART coins and carry out transactions with them, as well as with other digital assets: BTC, USDT, and TRX. Smart Blockchain is actively working on expanding the list of supported cryp- tocurrencies. This integration is expected to enhance the versatility and convenience of the Smart Wallet, meeting a broader range of user needs. Additionally, the company is proceeding with new list- ings of SMART. Their coin is already traded on several top-10 exchanges as rated by CoinMarketCap. “However, with the exponential growth of our community, we need to explore ’new exchanges’, which is part of our plan,” he says. “Also, in the near term, we plan to conduct an audit of our blockchain by CertiK, a platform that checks blockchain security, and verify the SMART coin on the crypto aggre- gator CoinMarketCap.” This year, the company will start o ering decentralised applications operating on Tron and Ethereum blockchains the opportunity to use their Smart Blockchain for their purposes. “Our platform will become the ideal choice for decentralised developer teams of products, addressing issues of decentralisation, e cient network management, and transactional costs,” he says. “I am con dent that 2024 will be a very fruitful year and will bring positive changes that we will all soon learn about.”128 Vol. 25/02, February 2024 NISREEN SHOCAIR Group Chief Transformation Of cer for Middle East, Africa and LATAM Beyond ONE MEA DIGITAL SERVICES 87 In addition to her current role, Shocair is also the founder Shocase Luxury, a company that enables mostly jewellery and brands gain widespread recognition in the US, Asia, and Europe. Backed by a career focused on retail, sustainability, enter- tainment, technology, and fashion across the US, UK, Middle East, and Germany, she previously held the role of CEO of YOOX NET-A-PORTER Group in the Middle East. Prior to that, she helmed the MBC launch of a live streaming shopping network, and in her role as the president of Virgin Megastore for MENA, she steered the company’s transformation in nine markets. Her wealth of experience across the digital, publishing, retail, and licensing within the music industry propelled the in uence and the reach of Virgin Megastores in the Middle East. Throughout her career, she has assumed various lead- ership roles at key organisations such as Hearst, Viacom, Sony Music, and Bertelsmann. Under Shocair’s guidance at Beyond ONE, the company aspires to create an ecosystem that fosters a conducive environment for entrepreneurs and tech talent, with a speci c emphasis on empowering women both internationally and regionally. Her extensive skill set spans leadership, negotiation, technology startups, digital media, licensing, entertainment, home shopping, publishing, consulting, OMNI technology startups, and more. Beyond her corporate roles, she has carved a niche for herself as a pro cient media host and presenter, contributing to various television programmes, podcasts, live corporate events, and public gatherings. This diverse range of experiences attests to her multifaceted capabilities in di erent domains. She also extends her in u- ence beyond professional pursuits, demonstrating a strong commitment to philanthropy. Her dedication is evident in her active involvement in causes related to humanitarian refugees and environmental conservation. About Beyond ONE Beyond ONE is revolutionising the digital landscapes for consumers in high-growth markets worldwide, positioning itself as a premier digital services provider. The company is dedicated to constructing a digital services aggregator plat- form with a foundation deeply rooted in telecommunications excellence. At the heart of their approach is a pro table growth strategy that empowers users, allowing them to subscribe once, access multiple sources, and pay only for the services they actively utilise. What distinguishes the Beyond ONE team is the diversity of skill sets within its teams, providing a collective perspective that enriches their innovative initiatives. The company’s strength lies in its understanding of risk dynamics and market speci cs, enabling them to identify and leverage untapped opportunities. Simultaneously, Beyond ONE remains closely connected to global technology trends and nancial markets, ensuring a high level of sophistication in their market strategies and product o erings. The core busi- ness structure of Beyond ONE seamlessly integrates a robust Mobile Virtual Network Operator (MVNO) brand portfolio, a commanding market presence, a reliable digital platform, and a consistent revenue stream. arabianbusiness.com 129 SIMA VED Founder and Vice Chairperson Apparel Group RETAIL 88 B orn in Africa, Ved was brought to Dubai in the seven- ties by her self-made entrepreneur father, Lal Ganwani, owner of Lal’s Group in Dubai. She later went on to pursue her university education at King’s College London, earning a bachelor’s degree and an MBA in business management. The spark for her future endeav- our began when she returned to Dubai, and at age 20, began working in her father’s shopping mall during the early nineties, where her role as the manager of a department inculcated valuable lessons of work ethics, entrepreneur- ialism, and self-discipline. Fast forward to 1996 when Ved and her husband Nilesh Ved recognised the absence of international brands in the market and founded the Apparel Group. Introducing global labels to the region, the company has evolved from its incep- tion, driven by an evolving vision that extends beyond mere commerce. And today, the group boasts a portfolio with over 2,100 stores in 14 countries and over 85 brands and is the recipient of over 202 awards. The Apparel Group has crafted a motto that encapsulates its essence ’Exceed Expectations Everyday’, backed by a mission that goes beyond transac- tional exchanges and instead, aspires to create immersive and memorable shopping experiences. A forward-thinking conglomerate, the Apparel Group focuses on achieving sustainable development goals (SDGs), the world’s best plan to build a better world for people and our planet by 2030. The SDGs are designed to bring the world to several life-changing ’zeros’, including zero poverty, hunger, AIDS and discrimination against women and girls. Their achievement in launching F5 Global, a sustainable brand, stands as a testament to their commitment, especially since it was inaugurated by her daughter. This dedication to innovation is evidenced in initi- atives like the 6thstreet Phygital store, which is set to rede- ne retail, while their brands like Beverly Hills Polo Club continue to mark milestones. As the company’s expertise deepens, their pursuits span multiple industries spanning fashion, beauty, and footwear, to entertainment and food and beverage. Ved also feels strongly about the signi cance of omni-channel experiences, and their partnership with Nykaa exempli es this commitment, aiming to establish an omni-channel beauty retail platform in the GCC that caters to the diverse preferences of their customers. Beyond her corporate endeavours, Ved actively engages with global organisations such as YPO and CEO, channelling her compassion for underprivileged children into impactful initiatives. Notably, she mentors her teenage daughter in launching the Athleisure brand F5global, dedicating a portion of the pro ts to the education of underprivileged kids. Simultaneously, Ved has played a key role in the mentoring and founding of the social commerce beauty plat- form NESSA with her eldest daughter. Her commitment to philanthropy and entrepreneurialism is deeply ingrained in her DNA, re ecting a legacy of success and positive societal impact. In 2010, she launched her TV chat show, Hi Tea with Sima Ved, on the Star Plus international.Next >