The document provides an overview of Abu Dhabi, the capital city of the United Arab Emirates. It discusses Abu Dhabi's rapidly developing economy, focused on non-oil sectors like tourism, industry and finance per its Economic Vision 2030 plan. Abu Dhabi has a stable economy backed by its oil wealth and sovereign wealth funds. It is also investing heavily in renewable energy and developing world-class infrastructure like the zero-carbon city of Masdar to support continued growth. Transport networks are also being expanded to accommodate rising population levels in the growing capital city.

1. B E S T O F
UNITED
ARAB
EMIRATES

2. 4
For several reasons, there was never a more appropriate time than
now to publish a fresh edition of BEST OF UAE. Not only is this year
the 40th anniversary of the founding of the UAE, but 2012 has also
emerged as the year in which the ‘growing pains’ that characterise
the incipient socio-economic maturity of the region, are being felt
far and wide.
Tracing this evolution through the prism of the nation’s march
towards sustainability and diversification, a collection of innovative
organisations, brands and entrepreneurs have been showcased to
emblemise the development for which the UAE is today renowned.
As a pillar of stability and progress in an environment of geo-
political fragility, this seven-emirate confederation that came
into being on December 2 1971, thanks to the lucid vision of its
founding father late H.H. Sheikh Zayed bin Sultan Al Nahyan in
many ways reflects the best of what the region aspires to; namely
peace, prosperity and progress.
Developing global business networks by sharing success stories
in an informative and visually appealing way is essence of how
we have developed our gvpedia brand that now has expanded its
annual book series published in over 40 territories worldwide.
As one of its founding partners and a firm believer in the power
of promoting brands and places in this uniquely creative editorial
format, I take this opportunity to wish you happy reading.
40 Glorious Years
Chairman & International
Group Publisher
Sven Boermeester
Publisher &
Managing Group Editor
Lisa Durante
Project Manager
Ritesh Matlani
Creative Production
GVP Progeny
A division of GVP Media FZ LLC
Graphic Designer
Shahab Sayed
Editorial Team
Dinesh Ramanathan
Francesca Leenen
Gere George
Heena Mak
Lavanya Narayan
Nikita Arora
Sonam Bhoneshwar
Srijita Chattopadhyay
Website
gvpedia.com
Published by
ISBN # 1-904566-78-2
Every effort has been made to ensure the accuracy
of the information in the ‘Best of UAE’ publication.
Neither ‘Best of UAE’ nor Tribe Media takes any
responsibility for errors or omissions.
All rights reserved
The Best of UAE is published under license from
GVP Media FZ LLC. No part of this publication
may be reproduced, copied, transmitted, adapted
or modified in any form or by any means. This
publication shall not be stored in whole or in part
in any form in any retrieval system.
Lisa Durante
Publisher & Managing Group Editor

3. 5

8. CHAPTERS
Best of UAE
Best of UAE 12 - 47
Entertainment & Nightlife 60 - 69Hotels & Resorts 48 - 59
Travel & Tourism 70 -79
Arts & Culture 88 - 97
Luxury & Lifestyle 106 - 109
Dining Out 80 - 87
Mall Destinations 98 - 105
Fashion 110 - 117
2
4
6
8
1
3
5
7
9

9. Automotive 118 - 131 Real Estate 132 - 141
Beauty & Wellness 152 - 163
Childcare & Toys 176 - 183
Insurance 196 - 209
Décor, Design & Interiors 142 - 151
Medical & Healthcare 164 - 175
Banking 184 - 195
Corporate Profiles & Entrepreneurs 210 - 227
10 11
12 13
14 15
16 17
18

10. 12
Celebrating its 40th anniversary on Dec 2, 2011, the UAE has established itself as a bastion
of regional prosperity and stability. Based on principles of sustainability that puts to effective
use abundant natural resources to build human capabilities and a diversified economy, it is
estimated that an annual GDP of USD 358 billion will be reached by the end of 2012. The
country has shown remarkable growth since it was first founded by Late H.H. Sheikh Zayed
bin Sultan Al Nahyan, Father of the Nation. Underlining its thirst to gain global recognition,
the UAE follows a simple and effective strategy based on creating magnificent landmarks to
draw inbound tourism and making bold strategic investments locally and abroad to boost
the nation’s profile and foster the contemporary world-class lifestyle that the UAE has
become legendary for.
Emerging UAE

11. 13

12. 14
BestofUAEVol.1
While investing its vast financial surpluses to positively
impact world oil prices and build its infrastructure, diversified
opportunities to accelerate the development process are taking
root. The UAE has also seen growing roles played by the non-oil
sectors in boosting the national economy. By luring international
business and investors, an upsurge in inbound investment has
kept the business scenario buoyant despite global economic
challenges.
Reviewing the UAE’s economic and social blossoming, the
process of development can be credited to the solidarity among
its people, the visionary leadership of its rulers and its confidence
in the state and its policies overall. In addition, the multicultural
nature of the environment centrally positioned between diverse
continents and time zones has helped the UAE to become a
symbol of growth, prosperity and globalisation.
With a per capita income of USD 48,500 as of 2011, the
UAE ranks 11th competing with dynamic economies of the
West. A liberal environment prevails ensuring that the over
200 nationalities residing in this seven-emirate federation that
borders Oman and Saudi Arabia, live to their fullest potential.
Political Reform
In line with the UAE’s rapid socio-economic developments, major
steps have been taken, both at the federal and local levels,
to reform the political system in the UAE in order to make it
more responsive to the needs of the country’s citizenry and to
ensure that it is better equipped to cope with the challenges of
development. Elections to the Federal National Council (FNC)
are regarded as one of the most important developments in the
reform process. To be re-elected every 5 years, this advisory
council was formed under the provisional constitution of the UAE
in 1971. In 2011, an electoral college of 130,000 voters turned
out to vote at all polling centres across the Emirates. The ratio of
women voters at most of the centres was higher than men.
Emiratisation
To further enhance opportunities of UAE citizens, which currently
comprise a mere 11.5 percent of the overall population of 7.2
million, the government has launched a proactive employment
policy called Emiratisation. Applicable in public and private

13. 15
sectors, this multi-pronged initiative is the government’s way of
tackling unemployment. With aims of reducing its dependency
on foreign workers, the policy is helping Emiratis grow their skills
and knowledge needed in a diversified economy. In a bid to
integrate them successfully into the workforce, the government
has established a mandatory quota system in certain sectors,
particularly in banking and telecommunications, and is imposing
quotas on the private sector for employment of Emirati nationals
too.
Health
Despite promising figures, the UAE has several issues to address,
such as worrisome health trends. High fat, high sugar diet and
sedentary lifestyles have increased the incidence of diabetes,
obesity and high blood cholesterol in the region. According to
the World Health Organisation(WHO), the UAE is ranked 18th in
the list of countries that have the most number of obese people
with 75 percent of the population being overweight. Diabetes
occurrence stands at 18.7 percent but expected to rise to 21.4
percent by 2030. The rapid pace of modernisation may have
been positive on many fronts, but in terms of the health of the
nation, embracing fast food and sedentary lifestyles has wreaked
havoc on the nation’s wellbeing. Now that the awareness of this
emergency exists, initiatives are being pursued to improve these
statistics.
UAE and the Arab Spring
In the light of the Arab Spring, UAE became the saving grace for
people in the Middle East looking for peace and stability. While, it
took a communist revolution in China to expand Hong Kong into
a major global city in the late 40s, similarly, UAE has also seen an
on-going improvement with the influx of people and their savings
coming into Dubai. In its annual review, Daman Securities
reported an 11.5 percent surge in UAE Central Bank deposits as a
sign of money flowing back into the country.
Making its mark as a politically stable region amongst its
peers, UAE remains the top favourite country among Gulf nations
for attracting expatriate talent and provision of employment. In
the past year, more than Dh 36.73 billion in foreign investment
made the UAE the ultimate hotspot for foreign direct investment
(FDI) projects in the Middle East and Africa.

14. 16
UAE and New Media
The 140-character trend has caught on to the users in the
UAE. Social Media has become popular amongst top officials,
academicians, citizens and expatriates. A whooping 200,000
users on Twitter are from the UAE. A survey by Interactive Middle
East revealed that most users from the region are guilty of
logging on to Facebook before other websites.
His Highness Sheikh Mohammed bin Rashid Al Maktoum has
also established himself as a social media disciple by regularly
interacting with the world through Twitter and Facebook.
The Emirates eGovernment, a part of the Telecommunications
Regulatory Authority (TRA) institutes itself at raising the
competitiveness of UAE through adopting excellent practices in
all fields of eGovernment. The eGovernment strategy is part of a
complete and integrated system involving different government
entities with the aim of improving government services and
making them available through innovative channels 24/7.
International Relations and Human Rights
Since its establishment, UAE has approached the realm of
International Relations with utmost diplomacy and acumen.
The main features of the foreign policy is based on adoption
of dialogue, respect of international conventions,commitment
to the United Nations Charter and non-interference of other
country’s internal affairs, and the settlement of disputes by
peaceful means. The main anchor of UAE’s foreign policy has
been building cooperation-based relations with all countries of
the world.
Strong on humanitarian philosophies, UAE is one of the most
liberal countries in the Middle East. The Human rights are legally
protected as per the constitution of the country, which confers
equality, liberty, rule of law, presumption of innocence in legal
procedures, inviolability of the home, freedom of movement,
freedom of opinion and speech, freedom of communication,
freedom of religion, freedom of council and association, freedom
of occupation, freedom to be elected to office and others onto all
citizens, within the limit of the law.

15. 17
Environmental Protection
The UAE outdoes several big economies in levels of prosperity
and standards of living. The ambition of providing world-class
infrastructure to its residents has often turned off the country’s
sensitivity to resources. Not only does the UAE have the highest
per capita Ecological Footprint in the world, but also, it ranks
third in water consumption after the US and Canada. Despite
these abominable figures, free water supply to Emiratis was
increased by 20 percent annually with desalination of water
in the UAE increasing pressure on supply systems as demand
continues to rise.
The dichotomy here lies in holding questionable records of
poor environment protection while sporting the world’s tallest
buildings and grandiose infrastructure. The Federal state is taking
on a leadership role in raising awareness and campaigning for
change.
Laws have to be followed by structural implementation.
Though there exists a plethora of governmental agencies and
non-governmental organisations working towards the Green
cause, coordination and cooperation will help in exploring
possibilities of a culture sensitive to environment protection.
Dubai Electricity & Water Authority (DEWA) has embarked
on building the first 10 MW solar PV power plant of the
Mohammed bin Rashid Al Maktoum Solar Park, the
largest solar park in the region, which accords with the
Dubai Integrated Energy Strategy 2030.
Mohammed bin Rashid Gardens Project, worth Dh 200bn
launched by HH Sheikh Mohammed bin Rashid Al Maktoum,
Vice-President and Prime Minister of the UAE and Ruler of Dubai,
has received wide acclaim across the globe as it promises to strike
between ecological integrity and real estate necessity.

16. 18

17. 19

18. 20
Abu Dhabi Overview
Fast paced and electrifyingly dynamic, Abu Dhabi, the capital city of the United Arab
Emirates is rapidly underlining its position as the Sheikh among emirates in the UAE
and a jewel among the members of the GCC. With every passing hour, the city is taking
great strides towards success and finds itself placed rather admirably among the world’s
elite cities today.
With the Ruler of Abu Dhabi and also the President of the
United Arab Emirates, H. H. Sheikh Khalifa bin Zayed Al Nahyan
at the helm of the city’s progress, it is no surprise that Abu Dhabi
has carved itself a rather conspicuous niche under the spotlight
and continues to taste constantly expanding success. Blending
contemporary ideals with traditional glory, Abu Dhabi has seen
itself transcend all expectations over the years, something that
can be attributed to the crown prince, H. H. Sheikh Mohammed
bin Zayed Al Nahyan, who serves as chairman of the Executive
Council and has constantly been a major driving force behind the
skyrocketing success Abu Dhabi has seen of late.
As has been known since time immemorial, the Arab world
has been awash with a considerable portion of the world’s oil
resources, and since the discovery of oil in Abu Dhabi in 1958,
the city has capitalised on the immeasurable value of this
resource whilst developing a non oil-centric economy supported
by tourism, industry and financial services.
Shaikh Zayed Bridge, Abu Dhabi

19. 21
Economy
The government of Abu Dhabi has been surging forward with
state of the art infrastructure and development activities outlining
their long term economic blueprint, with the Department of
Economic Development aiming to reach the goals set out by the
emirate’s Economic Vision 2030 plan. The plan highlights many a
diverse aspect, shrouding the manufacturing and financial sectors
as well as throwing light on health and education. With regard
to the foreseeable future, Abu Dhabi is set to face challenges
with a possible dip in the property market as well as consumer
expenditure, which in itself has accounted for more than half the
GDP in recent years. But financial crises and monetary issues
aside, Abu Dhabi follows a determined tunnel vision approach
towards future economic growth.
Finance
The National Bank of Abu Dhabi (NBAD), followed by the Abu
Dhabi Commercial Bank (ADCB) are the largest among banks in
the capital, both of which are majorly owned by the Abu Dhabi
Investment Council.Thanks to thoughtful measures taken by the
Central Bank and the local government, the Abu Dhabi economy
was insulated against damage during the global volatility with the
Ministry of Finance setting up a generous liquidity facility at the
time.
Continuous injection of capital into the Abu Dhabi economy by
the government has seen the emirate strengthen itself against
all odds over the years. The Abu Dhabi National Insurance
Company (ADNIC), a public/private enterprise in operation since
1972, leads the sector. The massive National Health Insurance
Company (Daman), established by the government, has also
grown in prominence as the UAE’s first specialised health-
insurance company. The Islamic banking segment too is starting
to take a larger share in sector activities and gaining regional
prominence.
Energy Sources
Abu Dhabi is affluent in the UAE’s hydrocarbon reserves, which
sum up to approximately 97.8bn barrels of oil and up to 5
percent of the world’s gas reserves. The oil sector has continually
been the pinnacle of Abu Dhabi’s economy, accounting for 80
percent of government revenues and pumping in capital to fund
industrial and financial services. On another note, independent
water and power projects are being installed via the Abu Dhabi
Water and Electricity Authority (ADWEA) to ensure sufficient
availability of these resources.
Abu Dhabi is also placing heavy emphasis on being a global
power in renewable energy and green technology, headed by
the efforts of the Abu Dhabi Future Energy Company (ADFEC),
known more popularly as the Masdar Initiative. As a zero-carbon,
zero-waste city – Masdar is a USD 22bn mixed-use development
that will eventually house 40,000 people, create 70,000 new jobs
and bolster the emirate’s GDP by more than 2 percent, is slated
to steal the show when proceedings finally take shape. Solar
and wind power are also alternatively being viewed as energy
sources that can assist in taking the pressure off the oil sector,
as is renewable energy in the case of water and electricity. In
addition the government aims to have renewable resources
account for 7 percent of power production capacity by 2020.
Transport Services
The transport sector constantly undergoes improvements and
expansions across various segments in order to ensure optimum
mobility of infrastructure and resources. Given the spike in
population growth, which hit 2.9 million at the end of 2011, Abu
Dhabi is eager to aid the next wave of urban development. Air
traffic has seen an increase in recent times, as has the capacity
of the Abu Dhabi International Airport, the government is
investing furthermore while the greater portion of the estimated
USD 6.8bn worth of expansions have already been completed.
Major changes are progressing at Abu Dhabi’s ports as
well. Under the patronage of the Abu Dhabi Ports Company
(ADPC) and the Department of Transport, the emirate is
shifting operations from the main port at Mina Zayed to the
enormous Khalifa Port in Taweelah. In a pioneering venture for
the UAE, the federal government has set the ball rolling for a
long-discussed vision, which entails the connection of all seven
emirates via railway. The USD 3bn railway project will eventually
link up with the larger 1940-km rail development that aims to
spider into all six countries of the GCC.

20. 22
Tourism
Abu Dhabi’s reputation as a business hub has been bolstered by
its rapid transition into a cultural and eco-tourism destination.
The emirate is shedding light on the high-end, low-volume
segment through luxurious developments and cultural offerings.
The Louvre and the Guggenheim are branching out to the Gulf
region with branches in Abu Dhabi on Saadiyat Island, the USD
27bn cultural district project.
The Tourism Development & Investment Company (TDIC) is
also going after the escalating eco-tourism segment by carefully
developing some of its most naturally beautiful places on
offer. Sir Bani Yas Island, situated 170 km west of the capital,
stands out as a prime example. TDIC is integrating sustainable
development practices within the luxury resort planned on the
island, complete with an animal sanctuary and a promise to plant
a mangrove seedling for every visitor to the island. Various hotel
developments are underway to deal with demand as well as
future increase.
Most importantly, the introduction of the Yas Marina Circuit
and the Ferrari World amusement park have reignited the
interest of tourists, whose volume has increased massively into
the emirate, which acts as a motorsport colossus in the region
playing host to the annual Etihad Airways Formula One Grand
Prix among various other events. Abu Dhabi has successfully
emerged as a tourism and entertainment hotspot in the region,
with visits by world-renowned personalities taking centre stage,
as have popular annual events like the Mubadala World Tennis
Championship and the Formula One Grand Prix.
Industry
The emirate, like the most part of the Arabian Gulf, is widely
known for its petroleum resources, but as part of economic
diversification, measures are being taken towards industrial
production. Non-oil industry activities accounted for about
50.3 percent of GDP at the end of 2010, and manufacturing
in particular has made a significant contribution, increasing
by more than 10 percent. The food, tobacco and beverage
segment accounted for most of the investment in manufacturing.
Petrochemicals and plastic production is expected to grow as the
government pours more resources into heavy industry.
Currently, heavy industry ventures are focused on the town
of Ruwais and the industrial port of Mussafah, site of the Abu
Dhabi Industrial City and the planned Abu Dhabi Polymers Park.
Upon completion the Khalifa Port and Industrial Zone (KPIZ) will
also feature the world’s largest petrochemicals complex. The
metals manufacturing sector is also set to grow as the USD 5.7bn
Emirates Aluminium smelter, under construction in Taweelah,
becomes the world’s largest greenfield aluminum plant. The
industrial sector will play an increasingly prominent role in the
economy and is a crucial part of the emirate’s diversification
scheme.
Media
Abu Dhabi is steadily developing as a regional media and
cultural supremo as government-sponsored initiatives and
foreign investors director the sector to greater heights. The print
segment still dominates the UAE advertising market, accounting
for twice the amount spent on television. Promising inclusions
such as The National, and expansions planned by Reuters
should ensure the industry stays on the move constantly. In the
realm of television, locally based channels aim to take on more
established pan-Arab stations, like Middle East Broadcasting
Company (MBC) and Saudi TV.
ADMC is viewed as a point of stability within the region thanks
to generous government funding. The government inspired
launch of twofour54, an umbrella organisation that provides
support for the media sphere across the Arab world, has proven
Yas Marina Hotel, Abu Dhabi

21. 23
to be highly fruitful with its continuous involvement spurring a
regional media outburst and constant growth in the media sector.
Imagenation, the government’s film production firm, is also
investing generously in the media sector, which could potentially
prove to reshape the Abu Dhabi media landscape.
Telecom
The IT and telecommunications sector has rooted itself as
one of the strongest in the region, owing to ever growing
demand and efficient investment practices by the government.
The Telecommunications sector has recorded extremely rapid
growth over the past five years. Since Emirates Integrated
Telecommunications Company (du) hopped onto the telecom
bandwagon and consequently ended the monopoly of Emirates
Telecommunication Corporation (Etisalat) in 2006, prices have
dipped and market competition has helped instigate considerable
growth. Over the past decade, mobile penetration rates have
almost tripled. In the fixed-line segment, coverage is largely
delineated geographically, with du dominating in Dubai and
Etisalat holding the advantage in the rest of the UAE. The
telecommunications sector is an integral part of the Abu Dhabi:
Economic Vision 2030 and the emirate is seeking to raise Internet
penetration to 60 percent by 2030.
Primary focus generally lies on increasing the speed and
penetration of broadband Internet connections, and the
government is implementing stringent measures to increase
usage, such as free Internet hotspots throughout the city. Both
Etisalat and Du are improving broadband infrastructure and are
installing a fibre-optic network that maximises Internet speeds
tenfold. This network also provides the foundation for the
development of new value-added services and products.
Health Services and Education
Abu Dhabi’s health sector is continuously undergoing a
metamorphosis as structural changes have seen private
involvement and competition flourish, driving up standards and
bringing in greater investment. In Abu Dhabi, over one-fifth
of the population is afflicted with diabetes and drastic rates
of obesity have also been recorded. The General Authority for
Health Services has been reformed into two separate entities to
increase efficiency - The Abu Dhabi Health Services Company
(SEHA), responsible for public health centre management, while
both the public as well as private sectors are regulated by the
Health Authority Abu Dhabi. Participation of the private sector
has certainly been encouraged and SEHA has already engaged
with internationally renowned names such as John Hopkins and
Cleveland clinic to manage various public facilities. Meanwhile,
mandatory insurance coverage has provided access to services
for expatriates. The National Health Insurance Company
(DAMAN) provides the base of universal coverage.

22. 24
Dubai Overview
Over recent years, Dubai has enjoyed a diverse flavour in its make up with tourist
attractions, people friendly hotspots and record shattering structures like the Burj Khalifa
and the Burj Al Arab highlighting much of what the city stands for. Abuzz with all kinds of
activity, the emirate, situated in a geographical location palatable to hordes of travellers
from around the world has highlighted the importance of diversifying from oil based wealth
and resources. The Prime minister and ruler of Dubai and Vice-President of the UAE, H. H.
Sheikh Mohammed bin Rashid Al Maktoum has, followed liberal principles and spearheaded
the transformation of the emirate into a model for fast-track development and successful
diversification policies.

23. 25
Economy
Dubai has headlined non-oil sector growth in the UAE over
the past couple of years with wealth from hydrocarbons being
primarily invested in the service sector, with special emphasis
on real estate and tourism. Dubai’s placement on the regional
and world map attracts a plethora of developers and tourists
from around the globe, with Dubai’s ports, making it an ideal
market for the rising powerhouses of India and China. Dubai
International Capital (DIC), a section of Dubai Holdings, has
acquired stakes in the UK’s HSBC Holdings and Standard
Chartered, as well as Munich-based European Aeronautic
Defence and Space.
Financial Services
The banking sector in Dubai has seen a spike in recent times,
due to a banking-smart population. The Dubai Chamber of
Commerce and Industry, is however well aware of the inevitable
trends in booming competition and has since opened its
banking sector to fresh entrants to uphold growth levels. The
retail sector sees itself well diversified with strong consumer
spending, negative real interest rates and product innovation
while corporate loans and project finance deals remain at
large. The UAE’s insurance sector is also shooting up at a rate
of over 25 percent a year. Dubai leads in terms of insurance
market share per emirate. Sharia-compliant insurance, better
known as ‘Takaful’ is engulfing the market, with future growth
projected rather positively. Life insurance and motor insurance
is also on the rise, as is policies for fire and the marine, aviation
and transport segments. The Dubai Health Authority has also
taken a gigantic leap towards the growth of the health sector,
with mandatory insurance for workers becoming a headlining
phenomenon in the health sector.
Energy Sources
Owing to its geographical placement at the centre of one of
the world’s largest energy producing regions and its positioning
between Europe and Asia, Dubai is well en route to becoming a
financial and corporate hub for the global energy industry. The
Dubai Mercantile Exchange (DME) has set up two new crude oil
futures spread contracts while the government has embarked
on a massive liquefied natural gas (LNG) storage facility project.
Oil industry heavyweights like Halliburton have relocated their
corporate headquarters to Dubai while companies such as British
Petroleum and Shell have a strong presence in the locality. Dubai
is also exploring renewable energy options, such as solar and
wind power and hydrogen and nuclear-based power stations.
Electricity consumption has steadily risen of late and is projected
to double by 2015. Consequently, the Dubai Electricity and Water
Authority (DEWA) increased its production capacity at a cost of
about USD 19.9 billion in capital expenditure.
Tourism
Contributing an approximate one-fifth of the Dubai’s direct GDP
and about one-third indirectly, Dubai’s hospitality sector attracted
over 8 million visitors in 2011. Dubai’s tourism sector is surging
ahead in retail, sports, and meetings, incentives, conferences
and exhibitions and medical tourism as well. Dubai is home to
the world’s only seven-star hotel, the iconic Burj Al Arab amidst
a cosmos of other luxury resorts surrounded by opportunity
for adventure and world-class recreation. Al Maktoum Airport,
scheduled for completion by 2015, will cater to the increasing
influx of visitors. It is expected to be the world’s largest airport
complex with six runways, a port, attached residential areas and
hotels as well as a free trade zone with the capacity to welcome
150 million passengers annually.

24. 26
Transport Services
Dubai’s position as an aviation hub looks rigid courtesy of the
expansion of the existing Dubai International Airport (DXB) and
the construction of Al Maktoum International Airport, which
has been poised to become the world’s largest aviation facility.
Economic development is adding pressure to the Emirate’s road
networks and the Road and Transport Authority (RTA) has taken
consistent efforts to enhance the public transport system and
offer new solutions to congestion. Vital to this strategy is the
multiple award winning Dubai metro, which opened in 2009,
and now holds the record of the longest driverless system in
the world, after having revolutionised the transportation system
in Dubai while buses, waterbuses and water taxis have been
upgraded to serve the people better. The RTA is investing USD
1billion in a state-of-the-art tram network along the Al Sufouh
Road. Additionally, the upcoming venture of Dubai’s Logistics City
BestofUAEVol.1
will enable companies to distribute cargo via land, sea or air from
one location to another.
Industry
Industry is taking monstrous strides across the UAE as a whole,
with the sector contributing to a massive chunk of the economy
within the past decade. Dubai has carved a niche for itself as
a hotbed for small and medium-sized enterprises (SMEs) and
realises the importance of a flourishing industrial sector. To this
end, developers are working on the 52 million square metre
Dubai Industrial City (DIC), set to open by 2015 and aiming to
become a centre for the region’s industrial and manufacturing
sectors, including chemicals, heavy industry and F&B. Dubai
Maritime City, part of Dubai World, will be the world’s first
industrial centre dedicated to maritime and associated industries.
Dubai Aluminium Company (Dubal) is another feather in Dubai’s
industrial cap and is the largest single non-oil contributor
to Dubai’s economy. Opportunities also exist for local steel
producers, the food and beverage industries as well as fertilisers.
Telecommunications and Technology
The UAE’s telecommunications market has grown rapidly in
recent years. Etisalat has metamorphosed itself from a small
local company into a leading global telecommunications giant,
while Du, has diversified its network and has grown into a
fully operational service provider today, proving to be fierce
competition to Etisalat . Providers are looking towards the arrival
of mobile television, which is television beamed to a mobile
phone handset. Information technology in the UAE has seen
major investment over the past decade with Dubai Internet City

25. 27
attracting some of the world’s top IT companies. The IT sector
is still positioned for further growth, with Microsoft set to open
an innovation laboratory in Dubai, to develop, in conjunction
with Emirates Airlines, information technology solutions for the
aviation and travel industries. Dubai has racked up a reputation
as a major retail and shopping destination as well. Retail
complexes occupy prime space with tourism and shopping being
inextricably linked. With a young, growing brand-conscious
population contributing to the metropolis that Dubai is, the city’s
unique retail sector looks towards a rather promising future.
Real Estate and Construction
The well-known fact that one-third of the cranes in the world
are in Dubai still holds true despite vicissitudes in real estate
and construction market. Dubai Land Department has recently
confirmed the rise in increase of purchase of home and office
property. This comes as good news changing the otherwise
neutral gears of the property market. Despite rising costs and
labor and materials shortages, the sector has over USD 1.1trillion
worth of projects underway. To begin with, the Business Bay
project, being developed by Dubai Properties and conceived
as a new central business district along with Dubai World
Central, which will be the largest development of its kind, with
the infrastructure to support 900,000 residents and 700,000
workers. The emirate also promotes regional environmental
issues and with all builders and developers in Dubai having to
meet a stringent set of green building regulations. The real
estate market in Dubai has witnessed an increase over the past
decade; with growth in the residential segment in addition to
the commercial segment, Dubai is continuously expanding its
business infrastructure to become a major financial services
centre. The tourism sector is a primary driving force of the
real estate industry in Dubai, and, with millions more tourists
expected to flock to Dubai’s shopping and beach attractions over
the coming years, demand for luxury hotel rooms is on the rise
and several large-scale developments look to fill in the mentioned
spot. Similarly, the retail market is integral for the real estate
sector, and the government is seeking to impose some order to
the mostly unregulated property market by introducing new laws,
with a rather broad minded view of improving investment.
Health Services and Education
Mushrooming population indicate that the demand for healthcare
services in Dubai has increased with the need for hospital beds
set to double by 2025. The UAE government has reworked the
public health infrastructure at primary, secondary and tertiary
levels and nine major hospital projects are underway at a
value of USD 596 million. Dubai has also invested generously
in specialist care units and health education is becoming a
priority in schools with public health initiatives underway. Funds
are also being allocated for research and development at the
Dubai HealthCare City (DHCC) with a USD 1.8bn public-private
partnership with the Tatweer group. The private sector is also
expected to play an increasingly important role, with global
health care providers eyeing the Dubai market as a potentially
lucrative option. Changing scenarios here, Dubai’s education
sector is seeing a promising expansion with focused government
investment and increased private sector involvement at every
level. The creation of education and research free zones has
attracted world famous names in the field of education, which
can be emphasised by the likes of Dubai Knowledge Village as
well as Dubai International Academic City (DIAC), which is host
to a galaxy of educational institutions from countries around
the world like Canada, Ireland, the UK and Belgium. The UAE
government has also localised education efforts to some extent,
with each of the seven emirates encouraged to establish bodies
to liaise between local educators and the federal government on
the implementation of modernisation programmes.

26. 28
Sharjah Overview
Sharjah is the third largest economy in the UAE, after Dubai and Abu Dhabi, covers 2,600
square kilometres and includes three enclaves on the Gulf of Oman - Khorfakkan, Dibba,
Hisn and Kalba, as well as two islands, Abu Musa and Sir Abu Nuair. It is the only emirate
with ports on the Gulf and the Indian Ocean, thus occupying a crucial axis at the hub of
global trade routes, ensuring its place as a centre of international commerce.
The leadership of H. H. Sheikh Sultan Al-Qasimi is at the
forefront of democratising the political process; bringing women
into the political system, for example. Sharjah has achieved the
right balance between economic development and preserving
its unique cultural heritage, with visitors welcomed by ornate
minarets, green parks and Dhows. The construction and real
estate sectors are booming, as is the burgeoning tourism
industry.
This emirate is carving out a distinct tourism niche for itself
in the Gulf, focusing on culture and attracting families. Sharjah’s
ruler has placed an emphasis on funding cultural projects. A
prime example is the Sharjah Heritage and Arts area, located
in the heart of Sharjah; the buildings, historical sites, narrow
alleyways and souks have been renovated.
The emirate has the third largest share of the UAE’s 97.8
billion barrels of proven oil reserves, with an estimated 1.5 billion
barrels. Over the past three decades, the ruler has sought to
make the emirate the centre for non-oil industrial manufacturing
in the UAE, complementing the focus on real estate and business
in neighbouring Dubai. Much of this has been achieved through
its 19 industrial areas, which account for more than 40 percent of
all industrial activity in the UAE and 48 percent of the country’s
industrial gross domestic product.
It is also the home to 45 percent of the UAE’s industrial
activities and makes up 40 percent of industry-derived
contribution to GDP. The emirate’s geographical position means
it is in the middle of one of the fastest-growing regions in the
world. After setting up the first petrochemicals plant in 2007,
more than 52,979 licences were renewed in 2010 with Hamriya
Free Zone while the upcoming Sharjah Airport International Free
Zone had 5,542 registered licenses in 2011.
Sharjah is investing in real estate by building an island life,

27. 29
as, like other emirates. Sharjah’s Nujoom Islands development
will be built on a plot of land more than 5.6 million square
metres off the emirate’s northern coast, with the initial phase of
construction estimated to cost around 35 percent of a total USD
4.9 billion. The island will include 40 towers containing residential
and commercial space, alongside 145 apartment buildings, four
hotels and five yacht clubs. Growth is expected to continue in the
construction sector, despite the rising costs of building materials,
as population growth demands new homes and the infrastructure
to service them.
HE Sheikh Essam bin Saqer Al Qassimi, Chairman of the Office
of His Highness, the Ruler of Sharjah, and Head of the UAE’s
Affairs in WHO, and Dr. Said Arnaout, United Arab Emirates
Country Desk Officer, signed the agreement that allows for the
accession of Sharjah into the Healthy Cities Programmeme by the
United Nations. This is another step taken by Sharjah towards
the betterment of the emirate’s health as the programmeme
focuses on the health related challenges produced by fast-paced
urbanisation that leads to poor health among people due to its
adverse effect on the environment, and the unhealthy eating
habits and lifestyles it creates; a problem which a number of
cities around the world now face.
Sharjah also possesses a rapidly developing educational
system that has recently several advancements at the primary
and high school levels. For higher education, the landmark
Sharjah Education City, established in 1988, attracts students
from the UAE and the Gulf. Reputed colleges like the American
University of Sharjah, which is a coeducational university based
on American institutions of higher education but thoroughly
grounded in Arab culture, the Skyline University of Sharjah and
the University of Sharjah itself. The emirate is expanding its
educational capacity with its Ruler funding a multi-million dollar
project at McMaster University in Ontario, Canada to establish a
chair in Global Islam Studies in Sharjah.
The land of Museums
For long the Emirate of Sharjah has taken pride in preserving
and exhibiting local culture. Sharjah is the land of heritage
as museums abound the city. Namely, the Museum of Islamic
Civilization; exhibiting the world Islam since the early stages of
the faith, Sharjah Science Museum; which is very popular with
children and adults alike, the Maritime Museum; that caters
to marine enthusiasts, the Sharjah Archaeology Museum; that
houses artefacts of the early Bedouins and the Sharjah Art
Museum that promotes Emirati talent and art in the region. While
the Sharjah Aquarium remains a popular site for family visits, not
to be missed are the elegant and Arabesque Souqs that offer a
great chance to observe an ethnic Arabian market.

28. 30
Ajman Overview
Ajman, located near Sharjah and Umm Al Quwain, is one of the smallest emirate with an area
of just 260 square kilometres. It is a perfect blend of old and new that encompasses three main
areas: Ajman City, Masfout and Manama.

29. 31
Almost 90 percent of its population resides in the city, which has
grown considerably due to an influx of people from neighbouring
Dubai and Sharjah. The strategic location at the entrance of the
Arabian Gulf places the emirate at an advantageous trade junction
between the east and west. Through leadership, strong political
ties in the region, generous development and efforts to encourage
foreign investment, Ajman has garnered positive reputation as the
rising star among all the Emirates.
Ajman has become a an inexpensive getaway from busier
cities like Abu Dhabi and Dubai for residents, citizens and even
tourists who wish to indulge in the newfound Arabian style
hospitality it has to offer. For instance, the Al Zorah project,
located on the eastern side of Ajman Creek provides an exclusive,
integrated holiday and residential destination. It is a USD 60 billion
sustainable development project, established to a clean emirate.
Historically, the textiles industry has dominated, but there has
been a recent shift to investments in the areas of chemicals and
machinery production. The boat-building sector is also expanding
beyond traditional Dhow building. Especially with burgeoning
demand for luxury yachts, manufacturers are meeting local
demand and developing a sustainable export market. With a
growing population eager for more retail opportunities, shopping
complexes are also being constructed. The Dana Mall spreading
over 150,000 square foot, worth Dh 400 million is one such
example.
Ajman’s property market was worth about Dh 3.5bn (USD
953.05m). The cheaper and more liberal work permits in the
emirate mean fewer problems with labour compared with the rest
of the UAE. Although as far as infrastructure is concerned, the
emirate remains a key destination for new investment. Focus is
directed at further updates and possible relocation of the Ajman
Port, better road links to neighbouring emirates and a new sewage
and wastewater treatment plant. As air-conditioning drains the
electricity supply, district cooling that cools from a central location
to various locations has been introduced as an alternative.
As for the economy of this emirate, Ajman Bank remains well
on track and is strategically positioned for growth. The Bank
sustained profitability after just three years of operation, is a
testimony to the strength of the weatherproof and sustainable
business model, which is firmly anchored in the real economy.
Ajman Bank delivered exceptional results in 2011 with a positive
net profit of Dh 7m for 2011, a year-on-year increase of 75
percent. In December 2011, the bank recorded one of the highest
Emiratisation levels across the banking sector.

30. 32
Umm Al Quwain Overview
Known as the ‘mother of two powers’ due to its powerful seafaring tradition and influence
over land and sea, Umm Al-Quwain covers an area of 750 square kilometres. Laden with
natural allure, the emirate stretches from the beautiful, lush green coastal mangroves
lining the shores of the Arabian Gulf, inland across the rolling sand dunes to the fertile
oasis surrounding Falaj Al Moalla (a stretch of huge sand dunes). With an estimated
population of 62,000 the emirate offers residents and tourists alike, a tempting mix of
extreme sports and historical sites.

31. 33
Rush of Excitement
The scream of people as they jump off their planes can be
heard in the air, the smell of burnt rubber looms over the area
and the booming sound of shotguns fired into the air awakens
people from their dreamy state. Umm Al-Quwain is the fastest
growing destination for extreme sports.
1. Umm Al Quwain Aeroclub
Sky diving is the primary activity and there is a team of
dedicated instructors. The training courses are completed
mostly on time, due to the excellent weather conditions that
prevail throughout the year and because of the availability
of a specially modified aircraft for this purpose. Besides the
large numbers of UAE Nationals and Licensees who enjoy this
sport, sky divers from the GCC and Europe have made this
destination and activity uniquely popular in the UAE.
2. The Emirates Car and Motorcycle Racing club
Founded in 1999 by H.H. Sheikh Marwan bin Rashid Al
Mu’alla, a motor car enthusiast and champion race driver,
the racing club is the only one in the UAE to be recognised
by the Federation Internationale de L’Automobile (FIA) and
Federation Internationale de Motocyclisme (FIM). With
regular international participants from Australia, New Zealand,
Japan and India the club has a multitude of facilities for
members and non-members with its objectives derived and
implemented under the ordinance of the Supreme Organizing
Committee.
3. The Umm Al-Quwain Shooting Club
Spread over a large area, opposite to the Dreamland Aqua
Park and the UAQ Aeroclub, the shooting club is a safe and
supervised environment offering comprehensive outdoor and
indoor ranges, various ammunitions and exclusivity. Under
the watchful eyes of qualified instructors and professionals,
amateurs and the more experienced will enjoy the thrill of the
shoot.
Rich Heritage
The modern history of Umm Al-Quwain dates back some
200 years when the Al Ali tribe moved their capital from Al
Sinniyah Island to its present location in the mid 18th century,
excites everyone alike. Keeping in stride with the UAE history,
the road networks are connected to charming villages where
many Bedouin settlements still thrive.
1. Al Dur Island
Located along the coast near Umm Al-Quwain is the famous
archaeological site with the remains of a once important town
of the region dating over 2000 years ago. Several interesting
objects including impressive tombs, stone houses, large
storage jars, and glassware from Egypt and Syria have been
unearthed with successive excavations.
2. Umm Al Quwain Fort
The fort has a well displayed jewellery collection, in-depth
weapons collection and material from the emirates Al-Dur
archaeological site. Most interesting of all, however, is the
extraordinary story pinned to a wall of one of the towers
relating to the murder of Ruler H. H. Ahmed Bin Ibrahim Al
Mu’alla.

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Ras Al-Khaimah (meaning ‘the top of a tent’) covers an area of 2,900 square kilometres
along the eastern coast of the Arabian Peninsula. It is heavenly to snorkel and dive into the
warm waters and experience an occasional encounter with dolphins, turtles, sea cows or
whales while exploring the coral reef. The 300,000-populated emirate also offers an upward
glance at the majestic Al Hajjar Mountains.
Ras Al Khaimah Overview

33. 35
This dramatic juxtaposition of red-dunned desert and rocky
mountain and the blue water of the peninsula, create a stunning
background for those wanting to trek into the rustic villages for
a closer look at its inhabitants and the traditional way of local
life. Or maybe visit the various archeological sites, forts and
abandoned villages that reveals a history dating back to 5000 BC.
The Ras Al Khaimah Tourism Board ensures the emirate
is positioned as a historical destination. Because this emirate
has a very old heritage and the Department of Antiquities and
Museums have taken the initiative to manage the restoration of
monuments of local and visual importance, like the watchtowers
of the coastal towns of Jazirat Al-Hamra, Ma’arid and Rams.
To accommodate the growing number of tourists, expatriates
and businesses, RAK is improving and developing an integrated
transport infrastructure. RAK International Airport will seek USD
150m from the government over the next 20 years to improve
both cargo and passenger facilities with upgrades set to increase
capacity to 1.5m passengers per year. Improvement to roads will
also be made with about USD 272m to be spent in the next 10
years.
With the oil and gas sector contributing about 3 percent of
Gross Domestic Product (GDP), RAK is diversifying its economy
to investment, trade, industry and tourism. A major initiative
towards this has been the RAK Free Trade Zone Authority, the
RAK Investment Authority and the Investment and Development
Office. The emirate’s business-friendly policies have seen an
influx of foreign investment in and outside of free trade areas.
RAK’s young population is creating the need for more
residential space. The emirate’s population is expected to
rise from around 300,000 to 750,000 by the year 2020.
The government has established two property development
companies: RAK Properties and Rakeen, to encourage building
and investment in both the real estate and tourism sectors.
Considerable effort is being directed towards the public sector
and social infrastructure, such as new schools, hospitals and
research centres.
Fun time in RAK
Ras Al Khaimah conducts the annual Ras Al Khaimah Half
Marathon. Registered with the International Association of
Athletics Federations (IAAF), the race calls for attention from
leading athletes and global sports media placing RAK at an
international pedestal. One must get a glimpse of the UAE Awafi
Festival, an annual desert event celebrating Arab culture. The
main attraction here is the dramatic sand dune drives and many
other interesting sites like a heritage village with traditional
food and dance as well as shops for food and souvenirs. For the
children, a petting zoo and plenty games are available. RAK also
holds its own Terry Fox Run to raise money for cancer research.

34. 36
Fujairah, known as the ‘Jewel of Arabia’ possesses spectacular views of the Hajjar
Mountains, white sandy beaches, and lush green landscapes filled with palm trees. The
dramatic mountain scenery delivers a stunning backdrop to the glorious blue Arabian
Sea and pristine stretches of beach. It is the only emirate that has a mountainous terrain
and has a higher than average yearly rainfall, allowing agriculture to take place amongst
the sand. The government of this 130,000-populated emirate is actively promoting
the ongoing development of Fujairah as a tourist destination. The Fujairah Tourism &
Antiquities Authority (FTB), established since 1997, works at developing and promoting
tourism, and to utilise the various natural and cultural attractions.
Fujairah Overview

35. Apart from a visit to KhorKalba, with its beautiful wide open
beaches, bird life and a view of families enjoying a nice picnic,
the town of Fujairah is just splendid to gaze at, during the
dusk. When the sun sets behind sand dunes, the sky glows
with heavenly beauty manifesting a sight that you have always
imagined. About 30 kilometres before Fujairah on the road
from Dhaid, you’ll drive through Masafi’s famous Souq Al-Juma
(Friday Market) which is open everyday from 8am to 10pm and
is abound with rugs, fruit, vegetables, household goods and
souvenirs.
This emirate is also a paradise for water sports enthusiasts.
The warm crystal water here makes it a perfect spot for divers,
snorkelers and fishers. Apart from that, visitors can laze by
the pool or on the beach at the many hotel resorts around
KhorFakkan and Badiyah.
As far as the local industry is concerned, it consists of
cement, stone crushing and mining as well as an increase in
construction activity. The federal government employs most of
the local workforce with many working in the service sector.
The free zones have also flourished as full foreign ownership
is allowed. H.H Sheikh Saleh Al Sharqi, younger brother to
the ruler, is widely recognised as the driving force behind the
commercialisation of the economy.
Freedom of Business
Fujairah, the only emirate on the East Coast, has seen growth
but traditionally relies on fishing and agriculture. While the
emirate has evolved into one of the world’s leading oil-bunkering
ports, it also has several important industries including cement,
stone and mining. In the recent years, there has also been a
major progress in construction industry and tourism, while the
standard of living in the emirate remains high. However, the
business potential of Fujairah remains relatively unexploited
offering unique investment and business opportunities for both
domestic and international investors and entrepreneurs.
The Port of Fujairah next to the Free Zone enables investors
and entrepreneurs to fully take advantage of the emirate’s unique
strategic location as the available shipping services provide
access to all Arabian Gulf ports as well as all major ports in the
Red Sea, India, Iran and Pakistan, not to mention at least weekly
services to Europe, Far East and North America. Fujairah is also
home to the Fujairah International Airport, the only airport on
the UAE’s East Coast and Northern Oman. The airport’s close
proximity to the Port of Fujairah makes it ideal for sea-air cargo
and logistics. In addition, both the port and airport are close to
the Free Zone of Fujairah offering 100 percent tax exemption,
100 percent capital and profits repatriation, 100 percent foreign
ownership and variety of other investment and business friendly
policies and facilities.
The emirate lacks the oil and gas deposits that benefited
Abu Dhabi, Dubai and Sharjah, and instead has focused on
developing tourism and industry. While industry has relied on
oil bunkering and other marine services that take advantage of
Fujairah’s prime location outside the Strait of Hormuz, the tourist
trade is almost entirely reliant on guests arriving by road from
other emirates. A new federal motorway between Fujairah and
Dubai promises to peel 45 minutes off travel times and boost the
tourism, property and air cargo sectors. This will definitely attract
more trade with established business communities in Dubai as
well as improve real estate.

36. 38
UAE Education
No more is it a privilege. It’s a necessity, a must-have, a must-do and most definitely a
must-be. Education encompasses the essence of all the hopes, ambitions, and dreams that
we’ve envisioned for the nation in the years to come. To turn this vision into a reality, UAE
has embarked on a sweeping journey to imbibe in its citizens a thirst for knowledge and
develop leaders for a better and brighter tomorrow.
Local Universities
The first step in the sweeping journey to an enlightened future
is rooted in the country’s belief that every citizen of the nation is
prepped by its educational institutions to compete and thrive in a
global environment.
Acknowledging the growing emphasis on education, almost
11,532 Emirati students were enrolled at local universities in the
fall of 2011-2012. “ This is the largest group of freshmen students
in the history of UAE higher education institutions,” said Sheikh
Nahyan, UAE Minister of Higher Education and Scientific Research.
Close to 5,533 enrolled in the Higher College of Technology
(HCT), with 3,737 enrolling in the United Arab Emirates University
(UAEU) and 2,272 set to join Zayed University (ZU). Basing their
foundations on the pillars of innovation, inspiration and education,
all three government backed institutions strive to provide citizens
with the highest standards of education and offer them a future of
security and progress.
Local universities are currently providing over 200 majors and
scientific programmes that cover all knowledge fields to place
Emirati’s on a level playing field with students coming from major
universities across the globe.
Zayed University, founded for UAE National women in 1998, with
campuses in Dubai and Abu Dhabi, today educates more than
7,000 male and female students from 19 countries providing them
with the opportunity to broaden horizons in various fields including
government studies, arts, business, media and IT.
Similarly, the United Arab Emirates University, established in
1976 has expanded from an original four departments to the
current nine faculties. As of 2011, 650 faculty members of the
UAEU offer over 12,000 students; graduate, postgraduate, PhD
and Continuing Education Programmes in a variety of fields
including Business and Economics, Engineering, IT, Food and
Agriculture, Humanities and Social Sciences, Law and Medical and
Health Sciences.
Last but not the least, the system of the Higher Colleges
of Technology, founded in 1988, the largest higher education
institution in the UAE is currently educating more than 19,000
students across 17 campuses in the UAE. With almost 2000 faculty
members, HCT offers 90 different, English-taught programmes
in Applied Communications, Business, Engineering, Information
Technology (IT), Health Sciences and Education at various levels.
The Ministry of Education has adopted strategy “Education
2020,” a series of five-year plans designed to introduce advanced
education techniques, improve skills, and focus on the self-
learning abilities of students.
International Franchises
Home to a wide expatriate population, the UAE is reinforcing
its multicultural outlook by opening doors to several reputed
universities from across the globe by encouraging them to
establish branches in the country, widening horizons in the
education sector.
Zayed University, Abu Dhabi Campus

37. 39
Private universities in Dubai and Sharjah have reported
an overall increase in their undergraduate student enrolment
numbers at the start of the 2011-12 academic year. Various
reputed universities from India, Pakistan, America, Europe,
Australia, Russia and Philippines have established educational
franchises, hoping to provide quality education to citizens and
expats residing in country. The Dubai International Academic
City (DIAC), education cluster of TECOM Investments has alone
reported an approximate increase of 15 percent on total student
numbers.
To cater to the growing student and industry demand, private
universities have also increased the number and type of courses
being offered to students. The institution reporting the highest
leap in its new undergraduate student intake is one of UK’s leading
universities, Heriot-Watt University whose Dubai campus has
reported an approximate increase of 40 percent. The institution
has recently moved to its own campus and has introduced in total,
nine undergraduate and postgraduate courses into its curriculum
this year.
Next in line for universities with the highest enrolment
numbers are India’s Manipal University and London’s Middlesex
University. Both institutions have experienced an approximate
growth of 30 percent for new students. Keeping with the trend
of introducing new courses, Middlesex has introduced an MBA
with five specialisations, a postgraduate programmeme in Public
Health, another one in Human resources and labour relations,
and a coming Master’s law degree next autumn, to add to its
present range of courses. Manipal also recently introduced a
Doctoral programmeme in biotechnology and has moved to its
own 750,000 square foot campus as of September 2011. Outgoing
president of the University of Wollongong in Dubai (UOWD),
Professor Rob Whelan also reported an expected 17 percent
growth. The leading Australian University also announced the
introduction of master’s degree courses in international studies
and media and communications as well as a Bachelors in
Engineering, all accredited by the Ministry of Higher Education
and Scientific Research. In addition, the American University of
Sharjah (AUS) and the Rochester Institute of Technology Dubai
(RIT) expect their new enrolment numbers to increase between
15 and 20 percent. RIT is also preparing to move to its own
campus.
Moreover, AUS has launched an undergraduate programmeme
for industrial engineering and is considering the introduction
of postgraduate degrees in architecture and fine arts. A
newcomer to DIAC, Amity University, tops the list with most new
programmemes introduced onto the market as it offers students
The University of Wollongong in Dubai (UOWD) is one of the UAE’s oldest and most prestigious universities. Established in
1993 by the University of Wollongong in Australia, currently ranked in the leading universities in the world.

38. 40
undergraduate degrees in the niche fields of nanotechnology,
aerospace engineering, nuclear science and technology, solar and
alternative energy and forensic science. Recognising the need
for localised courses, the Canadian University of Dubai recently
launched a MBA in Islamic Banking at the Najah Education and
Careers exhibition in Abu Dhabi last October.
All the above mentioned universities are eminent institutions
and have adapted themselves to meet the needs of UAE’s
population. The aim is to allow students to build a global
perspective by offering internationally accredited courses that will
equip them to survive in a globally competitive environment.
Dubai International Academic City
Dubai International Academic City (DIAC) the world’s only Free
Zone dedicated to Higher Education has been developing the
region’s talent pool and adding to its knowledge base since its
establishment in 2007.
Dr. Ayoub Kazim, Managing Director, Dubai Knowledge Village
and Dubai International Academic City, and member of TECOM
Investments Education Cluster said, “The formation of Dubai
International Academic City was the result of an unprecedented
demand for higher education from both regional and expatriate
students in Dubai. Incidentally, a greater demand rose out of the
tremendous growth of Dubai Knowledge Village, the precursor
to DIAC, which facilitated the emirate as a whole to attract
renowned educational institutions from around the world.”
Spreading knowledge across an 18 million sq ft. campus,
the community with state-of-the-art modern facilities hosts
renowned academic institutions from Britain, Unites States,
Australia, India, Pakistan, Europe, UAE and Menasa. In 2010,
DIAC hosted 53 percent of the universities in the UAE and 23.5
percent of the universities in the GCC. Above 20,000 students
from 137 nationalities have access to over 300 Higher Education
programmemes. Diplomas, undergraduate and postgraduate
courses allow students to choose from several fields such as
Engineering, IT, Mass Communication, Healthcare, Business
Management, Fashion and Interior Design opening for them a
world of opportunities.
Apart from academic offerings, the campus also offers
students a wholesome college experience by offering leisure
activities, including pool tables, table tennis, foosball, air hockey,
and video games. Popularly called the “Recreation room”, the
facility also features many indoor events like photography
exhibitions, talent shows, fashion shows and gaming
competitions.
In addition, DIAC students are supported by the Student
Hub Team that organises social, cultural and sporting events.
DIAC also supports AIESEC, the world’s largest non-political,
independent, non-profit organisation run by students who are
interested in world issues, leadership and management. It
serves as an international platform for the youth to discover and
develop their potential and build personal networks for a stronger
future.
Its motto “We believe in the journey, not the destination” is
well reflected in its vision to be a reputed, sought-after and well
renowned education hub in the UAE.
Knowledge Village
Spread across a picturesque one km long campus in the heart of
Dubai, Dubai Knowledge Village the world’s only Free Zone area
dedicated to Human Resource Management aims to develop the
region’s talent band and establish UAE as a knowledge-driven
economy.
Established in 2003, the community serves as a unique
hub for the best selection of Human Resource Management,
Consultation, Training and Personal Development
programmemes. With over 450 business partners, DKV aims to
establish itself as both a trusted business partner and a centre of
excellence for proficient development. Some of the most famous
universities from Belgium, Canada, Iran, India, Pakistan, Ireland,
UK, Russia and Australia have established a separate branch in
Dubai Knowledge Village.
Dr. Ayoub Kazim, Managing Director, Dubai Knowledge Village
and Dubai International Academic City, and member of TECOM
Investments Education Cluster said, “In line with the UAE’s
vision to create a knowledge-based economy, Dubai Knowledge
Village aims to develop the region’s talent pool through setting
up training and development institutions that focus on human
resource management, consultancy and personal development.”
Today, a large number of DKV business partners have set up
training centers, institutes and HR agencies to sustain and secure
their market share in this booming sector. DKV offers state-of-
the-art campus facilities including a 330 seat auditorium, fully
equipped meeting rooms, 24-hour security monitored buildings
and campus, ample parking space, a food court, a 24-hour
convenience store and wireless Internet services.
The growing demand for human capital influenced by Dubai’s
economic strategies is one of the key factors that contributes to
the zone’s success.

39. 41
School Education
The difference between right and wrong, good and bad, selfish
and selfless, respect and disrespect is all imbibed in children at
an age when they start attending school. The values imparted to
them by their teachers are upheld throughout their life, which is
why the choice of school is a critical decision in the lives of parents
raising young children.
As President His Highness Sheikh Zayed Bin Sultan Al Nahyan,
founder of the UAE said, “The greatest use that can be made
of wealth is to invest it in creating generations of educated and
trained people.”
Currently valued at USD 2.8 billion with private sector
enrollment growing at 10 percent, the UAE is among the GCC’s
largest education sectors. The country offers private and public,
primary and secondary education for citizens and expats to choose
from. Most of the secondary schools require students to take
standardised tests such as Advanced Placement, SAT, IB Diploma,
IGCSE, GCE Advanced level or CBSE at the end of which they are
awarded either a Secondary School Leaving Certificate or Technical
Secondary Diploma.
To ensure that educational opportunities and experiences are
not limited to those with financial blessings, the country offers
free primary and secondary education to all its nationals and
makes it compulsory for boys and girls from the age of 5 to 15
to be adequately learned. To cater to the extensive expatriate
population, several reputed private schools are also in place to
offer a wide range of curriculums including those from America,
Britain, France, Germany, India, Pakistan, Philippines and Russia.
GEMS education, a forerunner in the private education sector
in the UAE, is currently running 35 educational institutions with
hopes of expansion in the near future. Curriculums require all
students to take Arabic language classes and Muslim students are
encouraged to take Islamic studies as well.
Although, the medium of instruction in public schools is Arabic,
the growing demand for global competence has put special
emphasis on English as a second language to ensure that students
are fully prepared to attend universities around the world and
compete in the global marketplace. In addition, rote instruction
is being replaced with more interactive forms of learning with
the hope of turning education into an enjoyable experience. The
Abu Dhabi Education Council (ADEC), Dubai Education Council
(DEC) and UAE Ministry of Education accomplish this and more,
by developing reform activities, auditing schools and consistently
monitoring and developing professional qualifications of teachers,
at the same time making sure that local traditions, principles and
the cultural identity of the UAE is sustained.
DID YOU KNOW?
1. 11,532 - Emirati students enrolled at local universities in
the fall of 2011-2012
2. 15 percent increase in student numbers for Dubai
International Academic City
3. 21,000 students enrolled at Dubai International Academic
City and Dubai Knowledge Village (as of September 2011)
4. Dh 200m spent on a new campus recently completed for
Heriot-Watt University Dubai
5. Dh 120m spent on a new recently completed for Manipal
University Dubai
6. Dh 90m spent on a new School of Business and
Management recently opened at AUS
7. USD 2.8 billion – Current value of UAE’s education sector
8. Primary and secondary education - Free for all UAE
nationals in public institutions
9. Number of schools in Dubai as of 2011 sums upto 227,
with 79 government schools and 48 private institutions
10. Literacy rate of the UAE youth in 2010 - 94 percent males
and 97 percent females

40. 42
UAE Attractions
According to statistics from Visa, the world’s leading payment solutions provider, 2010 was
the year of recovery for the tourism sector in the UAE. Of the total spend on Visa cards
by international visitors, USD 1.9bn came from just 10 markets with the British being the
top spenders by far, contributing over USD 441.2 million electronically towards the UAE
economy in a year. Followed by American and Russian visitors, that spend USD 302.9 and
USD 238.1m respectively, these figures come as no surprise as the country has voted as the
favourite summer getaway.
Among the many records held by UAE for its extravagant tourism offering, let’s not forget
these includes an indoor snow park, a Ferrari theme park, a scenic view from the top of
the world and so much more. These top tourist spots cannot be missed and are writing
contemporary history parallel to country’s striking past.
Ski Dubai
A fan of superlatives, the Emirate of Dubai has set new
benchmarks for the global recreation industry after the creation
of the world’s largest indoor snow park in November of 2005 at
the centrally located Mall of the Emirates. An obvious favourite
of the kids, the 22,500 square metres marvel offers even grown-
ups the opportunity to enjoy childlike excitement and transcend
behavioural stereotypes associated with adulthood
Snowboarding offers you the chance to slide and glide over
a 400-metre long run, and keeps the adrenalin high through
the ‘Freestyle Zone’ designed specifically with jumps and rails to
appease your adventurous side. If you’re not the adventurous
type, build a snowman, take a tour of the snow park or simply
enjoy the view over the Ski’s main slope. To make possible the
seemingly impossible, is something the UAE thoroughly seems to
enjoy. Visit www.skidxb.com
At The Top, Burj Khalifa
The view from descending airplanes was hard to match until the
world’s tallest tower opened doors for an unprecedented view of
matchless scenery. “At the Top”, lets you experience the splendour
of the world’s tallest building from your vantage point on level
124.
The visit begins in the reception area on the lower ground
level of The Dubai Mall and aboard a 65-metre long travelator.
As the exciting journey catches speed, in a vertical ascent to
the observation deck, the doors open, and floor-to-ceiling glass
walls provide a spectacular unobstructed 360-degree view of the
city, desert and ocean. By night, sparkling lights and stars add
to the splendour and grandeur. Special telescopes provide virtual
time-travel visions of the scenes beyond and below. The open-air
terrace offers another perspective of the sweeping views below
and you can stay as long as you like before making the return
journey. Visit www.atthetop.ae

41. 43
Dubai Autodrome
The region’s first fully integrated motorsports facility, Dubai
Autodrome, lets you experience the thrill of smouldering rubber,
speeding steel and growling engines as you see the fastest drivers
in the world in action and feel the adrenalin of the Kartdrome first
hand. Located 25 minutes from central Dubai, Dubai Autodrome
serves as an exciting destination for large crowds, especially
tourists.
Officially inaugurated in October 2004 when it hosted the final
round of the FIA GT Championship, Dubai Autodrome is designed
to accommodate all types of motorsports events including the
well-known GP2 Asia, A1GP, and the Dunlop 24H endurance
I-Fly, Dubai
Dreamt of flying ever since you were young? Live your dreams
with the World’s first double skydiving simulator, I-FLY. Located
at Mirdiff City Center in Dubai and spread over an enormous
773 square metres, the 10 metres vertical wind tunnel offers a
once in a lifetime opportunity to rise to new heights. It makes
the experience worthwhile by bringing together state-of-the-art
technologies and one-on-one instructions about exciting skydiving
techniques.
The 35-minute first I-FLY lesson allows you to learn the basics
and then gives a two-minute flight with a professional instructor.
Complimentary skydive gear is also rented out to enable you
to experience actual flight at one-tenth of the cost of a tandem
jump but much longer free fall time. Safe for kids, challenging
for adults, exciting for teens and pragmatic for Skydivers, I-FLY
features something for everyone. Endless excitement and peaking
anxiety balanced with utmost safety and crowning professionalism
offer visitors an unforgettable experience. Visit www.iflyme.
com
championship racing series. To ensure that no one is
left out, the Autodrome combines behind-the-wheel and
classroom instruction at the ‘Race and Driving centre’ for
novices and experienced drivers to develop better driving
abilities and lets them experience first hand karting at the
KartDrome. Visit www.dubaiautodrome.com

42. 44
Ferarri World, Abu Dhabi
The world’s first Ferrari theme park and largest attraction of its kind, Ferrari World Abu Dhabi is an intense multi-sensory experience
and a must-visit adventure destination. Owned solely by the Government of Abu Dhabi, the park offers more than 20 Ferrari-inspired
rides, a wide variety of Italian delicacies, the largest Ferrari store in the world and unique shopping experiences in a marvellously
designed space. Located at the fork between Europe, Asia and Africa; Abu Dhabi, one of the world’s fastest growing tourist attractions
is as an ideal location for ‘Ferrari World’.
The park’s iconic sleek red roof, inspired by the classic double curve side profile of the Ferrari GT body, spans 200,000 square
metres, hauling the largest Ferrari logo ever created. Home to the world’s fastest roller coaster has the same force one would feel
driving in an F1 car and breaking at maximum speed. Visit www.ferrariworldabudhabi.com

43. 45
Iceland RAK
The Iceland Water Park is part of the first offering of WOW RAK,
a 120 acres family entertainment destination being developed
in the Emirate of Ras Al Khaimah. Officially inaugurated
in September 2010, the 110,000 square metres facility is
extensively themed as Penguin Home Land with a day capacity of
up to 15,000 guests. Besides traditional water park attractions,
Ice land offers other unique amusements such as the Penguin
Falls, World’s Largest Manmade Water fall, Rocky Polar Mountains
with the largest collection of water slides, Penguin Bay World’s
largest Rain Dance Pool, Aqua Soccer, Coral Isle Snorkelling Pool
and other thrilling experiences at the Arctic Wave Pool and Kids
cove for little ones. Visit www.icelandwaterpark.com
Dubai Dolphinarium
Expect the unexpected at Dubai Dolphinarium, a part of Dubai
Marine World located at Creek Park where one of the world’s
most intelligent sea mammals, entertains visitors from across
the world. The 5,000 square metre marine facility is the first and
largest, fully air conditioned indoor dolphinarium in the Middle
East. It is home to five Pacific and Black Sea bottlenose dolphins
and four northern fur seals that form part of the spectacular Live
Dolphin and Seal show. A real crowd puller, this dolphinarium
strikes the perfect balance between education, entertainment
and environmental conservation. Interactive lessons enlighten
children about the beauty of marine life and importance of
marine conservation.
Annually, the facility is visited by a record-breaking number
of 140,000 children. Dubai Dolphinarium also offers visitors
the unique opportunity to swim with the dolphins and have
their photos taken to carry home a wonderful snapshot of their
experience. Since its opening in 2008, the dolphinarium has been
visited by over half a million guests and visitors. Visit www.
dubaidolphinarium.ae

44. 46

45. 47

46. Chapter 2
Hotels & Resorts

48. 50
Hotels&Resorts
Prestigious partnership
A brainchild of Giorgio Armani in collaboration with Emaar Properties, a one-of-kind hotel experience that is
sophisticated with subdued elegance, the Armani Hotel Dubai occupies Concourse Level to Level 8 and Levels 38
and 39 of Burj Khalifa, currently the tallest tower in the world.
It is well known that every aspect of the guest experience has been crafted and envisaged by the man
himself. The hotel is the manifestation of the designer’s long-held desire to bring his style of life to other
people who love to be immersed in an atmosphere that defines luxury and chic. With the highest standards
of excellence, the “Stay with Armani” ideology caters to those who wish to indulge in a ‘home-away from-
home’ experience.
Sophistication personified
The UAE hospitality industry is expecting a real boom with its target of 100,000 rooms for
15 million visitors by the year 2015. Currently, there are over 33,731 rooms in the region
with annual occupancy rate of 85 percent. Among these, a special 160 rooms and suites
are designed by celebrated Italian designer Giorgio Armani. Pushing the envelope and
setting a new benchmark in luxury hospitality is the renowned Armani Hotel in Dubai.

49. 51
Fashionable and classy
With unmatched views of the city, the hotel is ideally
located near The Dubai Mall, the world’s largest
shopping mall that had 54 million visitors in 2011 alone.
The hotel boasts 160 suites and guest rooms with the
culture of warm Italian-style hospitality ingrained in
the services. The elements of design of each room
range from Eramosa stone floors to zebrawood panels,
customised furnishings and hotel amenities offering the
personal touch of the Armani name.
In addition to the luxurious accommodation facilities
offered by the Armani Hotel Dubai, the dining section
ensures an exquisite and varied choices of cuisine,
with seven different restaurants and fine dining areas
to choose from. Not only did Armani Hotel Dubai make
it on the Condé Nast Traveller’s Hot List 2011 but also
other accolades include being judged the ‘Best Business
Hotel’ and Armani/Amal, the in-house Indian restaurant,
awarded the ‘Best Fine Dining Restaurant’ at the Gulf
Connoisseur Awards 2010.
Signature Takeaways
The retail section of the Armani Hotel Dubai offers a
varied selection of high-end products and savouries
to suit your personal preferences and you can take
home a part of the Armani lifestyle for your loved
ones. Handmade chocolates, biscotti and other edible
delights can be purchased at Armani/Dolci, the luxury
confectionary. A floral boutique called Armani/Fiori
offers fresh flower arrangements and centrepieces
designed by Giorgio Armani. Haute-couture outlet
Armani/Galleria holds a vast collection of watches,
handbags, jewellery and perfumes, all from the House
of Armani.
Armani to your senses
Saving the best for the last, the highlight of the
Armani journey is the Armani/SPA, which embodies
the foundations of the Armani brand. The three
SPA therapies have been designed specifically to
accomplish different goals of personal wellness.
These include MU, FLUIDITÀ and LIBERTÀ. MU is
designed to provide relaxation and stillness, FLUIDITÀ
Tel + 971 4 8883888
www.dubai.armanihotels.com
enhances vitality and restores internal balance, and
LIBERTÀ encourages freedom of movement and
release of physical pain. The Armani/SPA offers
tailor-made spa treatments to each guest, as well as
personal fitness and terme facilities. With its unique
combination of stunning architecture, minimalist
elegance and distinctive hospitality, the Armani
Hotel Dubai has become a venue to host events with
panache. The hotel employs a team of committed
event professionals to design events, which best suit
the needs and demands of the client. An event at the
hotel would comprise of state-of-the art audio-visuals,
thoughtful floral centrepieces and gastronomic relishes
making your time at the Armani unforgettable.
Giorgio Armani, celebrated Italian fashion designer and the mastermind
behind the legacy of Armani Hotels and Resorts. Here with a miniature
crystal replica of the Burj Khalifa.
Amidst top-notch architecture and the buzzing Downtown Dubai, serenity
within the Armani Hotel is magnetic and luring. Be ready to be spellbound
by minimalist elegance and meticulous arrangements, cornerstones of
the Armani signature, in addition to palatable world cuisines.
Chic colours, smooth textures and bespoke ambience merge together
impeccably to transport the body, mind and soul to a sublime world
where hospitality takes inspiration from fashion and excellence drives
service. Spread across 40,000 square metres, the Armani is a stalwart
symbolic of Dubai’s refined guest experience.

50. 52
Hotels&Resorts
In January 2010, Banyan Tree Al Wadi, opened doors
establishing a new category in the hospitality industry
by launching the first-of-a-kind desert resort in the UAE.
Contrary to the perception of the desert being a habitat
of scarce, BT has turned the tables to provide a luxury
indulgence paradise unparalleled. Located at Al Hamra
in the northern emirate of Ras Al Khaimah, this exquisite
retreat is built on 100 hectares of desert plains with the
majestic Al Hajjar Mountains as a backdrop.
Sanctuary for the senses
Looking out on a striking vista of serene landscapes set across sapphire waters,
reclusive at a beachfront villa you can witness a beautiful sunset and experience
healing power of nature. This is no Utopian fabrication but the reality at the
Banyan Tree Al Wadi RAK, a resort that lets you unwind in the most phenomenal
yet eco-friendly ways.
Famous for their spa treatments, Al Wadi features 10 tented treatment
pavilions. As a fact among all Banyan Tree Resorts, every therapist is
trained at the Banyan Tree Spa Academy in Phuket to ensure expertise
in wellness of refined kind.

51. 53
Realm of romance
Just a mere 45-minute drive away from Dubai, it is soon
becoming a hotspot for romantic weekends away from
the strings of the city. The interface between the desert
and the property has been intended to be as seamless
as possible, with the motive of providing guests with
the experience of staying in the desert. This waterfront
property houses about 101 tented villas and 32 private
villas and has access to a championship 18-hole golf
course.
Symbiotic harmony
The pool villas are deliberately devised on floors amid
sand dunes to let you relish the natural atmosphere and
to preserve vegetation of the desert. One distinct feature
about the RAK property is that it is the first Banyan
Tree property lodging its own nature reserve, horse
and camel stables, water home, bird hide and falcon
sanctuary which occupies 60 percent of the scenario.
Symbolic of the brand philosophies of BT, embracing
the natural eccentricities of a place and welcoming local
culture is the ideal way to co-exist in symbiotic harmony
with your surroundings.
One can see tributes to the Arabian heritage of
the region, from the tented architecture inspired by
Bedouin settlements, to customary mud brick villas
where meticulous details in Arabic woodwork, stylised
embroidered patterns and obscure carvings in arabesque
will reach for the transcendental.
Tel +971 7 2067777
www.banyantree.com
Multi-faceted feast
The prime restaurant of Banyan Tree Al Wadi is situated
beside the beach right next to the infinity pool where the
menu is inspired from the sea and infuses local flavours
with international cuisine. You can enjoy a leisurely meal
with a fine selection of Asian and European flavours at
two major diners. Al Waha, known for serving Arabic and
international food and Saffron, which specialises in Thai
cuisine, are two places for your sensational gastronomic
experience while your eyes feast on the site Arabian
Gazelle and Oryx assembled at a nearby watering hole.
Adventures of Arabia
Home to local desert animals such as gazelles, camels
and oryxes, providing guests with a priceless opportunity
to closely interact with the stupendous Arabian wildlife
will for long remain a luxury no other hotel can offer.
For the pursuit of adventure, participate in local Arabian
sports like falconry, desert safaris, sand boarding,
archery sessions and become aware about the flora and
fauna. In addition, thrill seekers are encouraged to opt
for snorkelling and diving among whale sharks, turtles
and occasionally dolphins, for a splendid experience.
The resort provides integrated facilities such as a private pool and sun
bathing deck and personal space on the beach, which are linked to
your villa. Moreover, the resort has garnered attention for its signature
Asian-inspired spa treatments conducting in calming environments.
FACT CHECK
• With humble beginning as a single boutique
resort in Phuket, Thailand in 1994, BT has now
successfully emerged as prestigious brand on global
hospitality-scape. Receiving of over 300 awards
for its superb platter of romantic getaways, this
conglomerate is spread across China, Thailand, the
Indian Ocean, Mexico, Indonesia and the Middle
East.
• After Dubai and Abu Dhabi, the UAE hospitality
industry has as many as 14 upscale developments
currently in Ras Al Khaimah. The emirate has
presented itself as a lucrative opportunity for
international hotel chains.

52. Where life happens
The hospitality industry in the UAE is expecting a real boom with its target of 100,000
rooms for 15 million annual visitors by 2015. Spearheading this revolution is The
Address Hotels + Resorts, the five star premium brand launched by Emaar Hospitality
Group. A swanky twist to your otherwise conventional five-star relishes, The Address
Downtown Dubai is the premium property of the group that goes beyond just offering a
wonderful guest experience.
With the brand philosophy of ‘Where Life Happens’,
The Address Hotels + Resorts properties are situated
in the most vibrant locations and cater to corporate,
leisure, and group travellers. This modern brand focuses
on a ‘one size fits one’ strategy where excellence is
personalised and prioritised.
Launched in 2008, The Address Downtown Dubai is
the brand’s flagship hotel; a place where cool meets
warmth and style meets sophistication, with easy access
The Address Downtown Dubai overlooking the mesmerizing Dubai Fountain.
54
to Dubai’s biggest landmarks and tourist spots. Located
in Downtown Dubai, billed as ‘The Centre of Now,’ the
hotel features 196 rooms and 626 serviced residences
offering spectacular views of Burj Khalifa, the world’s
tallest building, The Old Town and The Dubai Fountain,
the world’s tallest performing fountain, this is hospitality
in its most opulent avatar.
“The hospitality and leisure business of Emaar has
established its strong credentials in its primary market of
Hotels&Resorts

53. 55
Dubai with record occupancy levels and by contributing
significantly to the Group’s recurring revenue streams,”
says Mr Mohamed Alabbar, Chairman of Emaar
Properties. He added: “The Address Hotels + Resorts
has redefined the concepts of hotel management and
operation through its ‘one size fits one’ approach, which
is gaining international acceptance. Our global expansion
plans remain testament to the success of a Dubai-based
brand, making strong strides internationally.”
“The Address Downtown Dubai has set a distinct niche
both in the business and leisure hospitality segments. The
hotel is now seen as a first-choice for visitors to Dubai
and we continue to welcome guests from new territories.
We have strengthened our offerings and look forward to
adding more to the hotel’s existing portfolio of world-class
restaurants and lounges,” says Philippe Georges Zuber,
General Manager of The Address Downtown Dubai.
UAE abounds with five-star spas that offer varying
versions of an escape to the land of bliss and tranquillity.
The spa is a focal point of The Address Downtown Dubai
experience, offering serenity amidst the hustle and
bustle of the city. Awarded the ‘1st Runner Up for the
Best Signature Facial Treatment’ at the Middle East Spa
Awards at The Hotel Show in 2011, it encompasses 11
treatment rooms and relaxation areas. The steam, sauna
and ice cave ensure an indulgence that knows no rival.
The hotel pampers guests with several food and
beverage choices including the upbeat and sophisticated
Chinese restaurant, Hukama and Fazaris, an all-day
dining restaurant offering a blend of Japanese, Asian,
Indian, Arabian and Mediterranean cuisine. Those who
like to socialise in trendy and stylish ambiances can
select from the vibrant Latin-inspired Calabar lounge
or the panoramic sky lounge, Neos, located on the
63rd floor. The hotel recently launched a modern Cigar
Lounge with the convenience of al fresco seating.
According to the World Travel and Tourism Council, the
total direct contribution of travel and tourism to GDP in
GCC countries is expected to reach USD 44 billion in the
coming years. In the United Arab Emirates, this figure is
expected to hit USD 19.9 billion in 2012, compared with
ACCOLADES GALORE
The Address Downtown Dubai has won several
accolades including Best Hotel in The World at Global
Traveler Awards US 2011, Condé Nast Reader’s
Travel Award for ‘Oversees Business Hotel’ 2011,
‘Best Serviced Residences in Middle East’ at Business
Traveller Magazine Awards 2011, and ‘UAE’s Leading
Business Hotel’ at World Travel Awards 2011, among
others. It also won the Best New Hotel at the Arabian
Hotel Investment Conference in 2009, Hotel Business
Lounge of the Year in Commercial Interior Design
Awards in 2008 and was part of the Conde Nast
Traveller Hot List in 2009.
USD 16.6 billion in 2009. The Address Hotels + Resorts
is poised to draw on the robust growth in tourism traffic
to Dubai.
With plenty room for globetrotters, businessmen and
families, currently, The Address Hotels + Resorts owns
and operates five properties in Dubai - The Address
Downtown Dubai, The Address Dubai Mall, The Address
Dubai Marina, The Address Montgomerie Dubai, a premium
golf retreat, and The Palace - The Old Town. Last year, The
Address Hotels + Resorts recorded an average occupancy
of 83 percent across its various properties, contributing
significantly to Dubai’s hospitality sector’s growth.
Tel +971 4 4368888
www.theaddress.com
Downtown Dubai: the centre of now

54. 56
Hotels&Resorts
Nestled in the mountains
About 115 kilometres south of Dubai, with a picturesque view of the majestic Hajar
Mountains, the rural town of Hatta will give you a fascinating glimpse into the UAE’s
historical past. Origins of this village can be traced back 2000-3000 years. Now a tourist
hotspot with deluxe hospitality venues like the Hatta Fort Hotel, this is a getaway nestled
in the mountains for visitors and residents of the UAE
Hatta Fort Hotel is an award winning property, providing chalet – style comfort and hospitality for over three decades.
As the nation celebrates 40 years of success, Hatta Fort Hotel has reiterated its hallmark as a refined leisure,
relaxation and comfort destination.

55. 57
Sustainable and vibrant
Tourism in the Islamic world has grown in leaps and
bounds thanks to multilateral cooperation between
private hotels and government authorities as seen
increasingly in the UAE Dubai Municipality has invested
an estimated USD4.8 million in greening projects
in Hatta to create new possibilities of vibrant and
sustainable growth in an increasingly competitive
industry which, as we see, is raising economies out of
the global downturn.
Hatta Fort Hotel has left no stone unturned to offer
luring business, holiday and tour packages to guests
from Arab and Islamic countries. Boasting a collection
of 50 deluxe villas, suites and rooms; a varied choice
of entertainment options such as tennis, mini golf and
archery; and breathtaking mountain scenery views, the
hotel’s popularity is unmatched due its advantageous
location and closeness to Emirati roots.
A place that nurtures
According to beloved General Manager Sergio Magnaldi,
“As a Dubai and UAE getaway destination for so many
years, there are many expatriate and UAE national
families whose children have enjoyed playing in the hotel
grounds. We also have groups of friends stopping over
for lunch after camping in the surrounding areas.”
After the rave reviews post refurbishing in 2007, the
hotel celebrated its 30th anniversary in 2011 and the
influx of occupants only continues to soar. Apart from
the varied entertainment options, the hotel also offers
temperature-regulated swimming pools, a clubhouse and
a beauty centre.
One of the hotel’s main assets is, of course, its staff.
From the front door on arrival, to room service, food
and beverage staff and even the entertainers, all are to
be congratulated for providing efficient and courteous
service with a genuine interest in providing the perfect
‘Hatta Experience’.
Tel +971 4 8099333
hfh@jaihotels.com
www.hattaforthotel.com
Hatta Fort Hotel has the Gazebo Pool and the unique rock pool with a thrilling waterfall. Both pools are temperature controlled and offer
fabulous views of the surrounding Hajar Mountains.
Deluxe villas, suites and rooms with breathtaking mountain scenery
views, the hotel’s award winning service is unmatched due its
advantageous location and Emirati influences in hospitality.
Guaranteed excellence
It is no surprise that Hatta Fort Hotel was awarded a
Certificate of Excellence in 2011 by TripAdvisor, the
world’s most trusted travel advice website. This award,
reserved for establishments who constantly excel in
customer service, has proven that Hatta Fort Hotel
maintains impeccable hospitality standards.
David Thomson, Regional General Manager of Jebel
Ali International Hotels, added, “Hatta Fort Hotel has
always exceeded customer expectations. Our guests’
experiences are of the utmost importance and to receive
this honour based on their feedback is a real measure of
exceptional loyalty to our brand.”
The little ones will find plenty to do at the Hatta Fort Hotel. From mini
golf, seasonal swimming lessons and a host of fun-filled activities
such as face painting, crayon drawing and sand painting on holidays
and special occasions.

56. 58
Hotels&Resorts
A mere 5-minute drive from the Dubai World Trade Centre and
Dubai International Convention and Exhibition Centre, two of
the city’s premier business hubs, this modish hotel is located in
the heart of the city within the residential and corporate hub of
Jumeirah on Dubai’s Al Mina Road. The property is near some key
access points including Sheikh Zayed Road, Jumeirah Beach and
Port Rashid.
Luxurious journey
Ramada Jumeirah is Dubai’s premier deluxe hotel, a perfect destination that has given
itself completely to the pleasures of impeccable hospitality. Offering maximum comfort
and refinement of a genuine kind, complemented by unique dining and leisure facilities,
this four-star hotel caters to business travellers and discerning holidaymakers who are
drawn to its strategic location.
Ramada Jumeirah has mastered the art of exceeding your expectations from a four-star hotel. With its strategic location, the hotel is now a favourite of businessmen
and travellers alike.
Savour the exotic flavours of world famous cuisines and experience authentic dining in a vibrant, energetic and stylish setting.

57. 59
Complete package
Managed by Abjar Hotels International LLC, the
hospitality arm of Al Mulla Group, Ramada Jumeirah
is committed to excellence exceeding four-star
standards. The elegant suites and deluxe rooms
are stylishly appointed and come with high speed
internet connectivity, access to a state-of-art health
club and spa, a roof top swimming pool, a fully
equipped fitness centre and sun deck with beautiful
views. Spacious underground parking, efficient
concierge services and a regular shuttle bus to
Jumeirah Beach and shopping Malls offer additional
convenience for its guests.
Tel +971 4 7027000
www.ramadajumeirah.ae
Leisure and Fitness
The Spa offers two separate areas for ladies and
gents, each having its own sauna, steam room, Jacuzzi
and massage room. A blend of diverse professional
massages, beauty treatments and facials are made
available to heal and refresh you to look your best.
The Hotel also offers a magnificent health club
with a complete range of fitness equipment to meet all
your fitness, wellness and relaxation needs. In addition
to the hotel’s numerous amenities, you will love the
outdoor temperature-controlled swimming pool under
the basking sun of Dubai, complemented by the pool bar
offering light snacks and refreshing drinks.
Distinctive spectrum of tempting foods, energetic
setting and superb service makes this a worthwhile
experience.
ATRIUM a lobby lounge serving signature
homemade pastries and cakes.
CUISINES an all-day dining restaurant serving
Mediterranean and Internationally influenced cuisines
with the view of a live open kitchen featuring a Lava
Stone Grill.
GINGER an Asian fusion restaurant, serves a new
generation of South East Asian Cuisine fused with a
western ambience and vibrant yet minimalist setting.
THE DOCKS a one-of-a-kind Scottish pub, serving
beer, Malt whiskey and Traditional Scottish snacks.
MAGNUM a chic trendy boutique lounge bar serves
innovative cocktails aiming at setting a new standard
for upscale nightlife just after a busy day at work.
Within well facilitated and fully operational boardrooms at Ramada Jumeirah, businessmen are always making presentations and taking decisions.
Utilise the well facilitated health club to stress-bust between business and travel.
A certain benefit for the business travellers as they
gain assistance from a host of corporate facilities that
assure to meet all of their commercial requirements
including fully operational boardrooms and meeting
rooms, in addition to a large onsite business centre.
The hotel also offers a choice of elegant international
cuisines, a pub and nightclub.
Dining and Entertainment
The variety in dining at this landmark of luxury is beyond
ordinary. Discover a world of cuisines and blissful
delights whilst being taken on a unique culinary journey.
Whether you prefer a casual stellar breakfast, a light
leisurely lunch, or an intimate dinner for two beneath a
tree, there is something to satisfy every agenda.

58. Chapter 3
Entertainment
& Nightlife

60. 62
Online powerhouse
for entertainment
For over 15 years, Viva Entertainment has brought the movies home and also branched
into providing a comprehensive online buying platform in 2008 called AIDO.com.
Adhering to local as well as international standards, their quality and scale of content
bear the testimony of their expertise as the largest online retail store in the Middle East.
Entertainment&Nightlife
AIDO.com started with a simple scheme of satisfying the demand for older movies classics, bestsellers, sagas, prequels and even the renowned
IMDB Top 250 movies.
The idea was triggered when, during the financial
crisis, most retail outlets had drastically cut down their
range of movie titles to avoid maintaining inventory thus
focusing their business on new popular releases. AIDO.
com became a one-stop-online-shop to fulfil the demand
for classics, bestsellers, sagas, prequels and even the
renowned Internet Movie Database (IMDB) Top 250
movies that were nearly impossible to find in retail stores.
“AIDO aims to be the destination for customers to get
anything related to books, movies, gaming and so on.
An abbreviation for ‘All I Do Online’, AIDO is the
brainchild of Sanjay Amarnani and CEO Pavan
Amarnani. The advent of AIDO.com has shaken up
the entertainment retail industry in the Middle Eastern
region. Challenging the “mall mentality” that is
characteristic to this region, AIDO aims to revolutionize
the way consumers buy entertainment products. For the
first time, shoppers in the Middle East no longer need to
visit a mall to buy movies and games and can order from
the comfort of their homes

61. more than 40 percent of their online shoppers come back
for more.
Special priority for UAE customers
AIDO.com interacts with its target consumers through
social media tools like Twitter and Facebook, ensuring
there is complete possibility of critical feedback. Keeping
ahead of their game in the region, AIDO.com has also
introduced the payment option of cash on delivery for
customers in the UAE only; also ensuring the delivery of
goods within 24 hours. With immense passion towards
the sales of their exclusive products, and an expedient
good e- experience AIDO.com is thriving to become the
biggest online store for entertainment.
www.AIDO.com
Comprising of more than 10,000 products, AIDO.com has an
extensive collection of films, games, gadgets, books, accessories,
gifts and novelties.
We are aggressively expanding our product range and working in conjunction with
consumer electronics companies to provide the largest range at competitive prices
and compelling services that include fast delivery and manufacturer warranty”, said
CEO Pavan Amarnani.
Consumer fulfilment
Offering more than 10,000 products, AIDO.com is not limited to an extensive
collection of films alone. Their products are now extending into games, gadgets,
books, accessories, gifts and novelties. In order to meet customer expectations of
trust and transparency, they list the stock inventory of each of their products on their
site. This ensures the delivery to customers all over the world in matter of days.
With customers’ interests at the core its brand philosophy, AIDO.com is
constantly refining range, pricing, delivery time and support which is apparent as
63
"AIDO aims to be the destination
for customers to get anything
related to books, movies, gaming
and so on. We are aggressively
expanding our product range"
Pavan Amarnani, CEO, AIDO.com

62. Entertainment
Big screen indulgence
Despite a plethora of entertainment hotspots, for many residents in the UAE, the
best night out still remains going to the movies. The recent past has seen the cinema
experience transform with the advent of 3D technology. In addition, the best digital
sound, top-notch facilities and delectable food options makes Vox Cinemas the most
popular movie entertainment provider.
64
VOX Cinemas elevates the movie experience to a new level with multiple screen options. One can choose between VIP seating such as the exclusive VOX Gold and
VOX Max or traditional seating hall with a capacity of over 500 viewers.
Catering to the country’s multicultural
audience, Vox Cinemas is cinematic innovation
at its best. Showcasing films from all over the
world, this leader in entertainment has 50
screens in five locations across UAE. Strategic
placement in retail shopping malls provides the
perfect opportunity, to visitors and residents
alike, to escape into a world of fantasy and
drama. One can head to Deira City Centre, Mall
of the Emirates, Mirdif City Centre, Abu Dhabi’s
Marina Mall and Ajman City Centre to indulge in
wonders of the big screen.

63. 65
guests with bigger chairs, more leg room, personal, larger
tables, bigger arm rests and more padding in the seats.
And as it is a big screen concept, screens are normally at
least 90 metres wide, all with digital sound.
Vox Gold, is the brand’s premium indulgence concept
that provides more luxury, bigger reclining chairs,
electronic recliners to adjust chairs and table service
where you can order food while enjoying an action
packed scene. The full-fledged café with scrumptious
burgers, wraps, fajitas, fresh juices, gelato ice creams,
all packed in combo meals is worth a try.
New Age technology
4k digital projections is the brightest digital projection in
the movie entertainment market. This supreme facility
is 20 times the resolution of a standard screens and
hence more engaging to the viewer. 4K digital projection
systems have four times the number of pixels and
resolution than any other digital cinema in the region,
creating a more immersive and compelling experience.
This enhanced resolution created a roar with summer
blockbusters such as The Green Lantern, Harry Potter
series and action packed films such as the Transformers.
Alternative Viewing
Vox cinemas provides guests with variety by offering
alternative content options including major sporting
events (World Cups, UEFA Champions League
matches, Wimbledon and much more), coupled with
forthcoming concerts and children’s events, ensuring
that UAE residents are given a variety of entertainment
alternatives through their local VOX Cinema.
When there’s so much of wholesome happy time
available at your nearest Vox Cinema look no where else.
See your favourite movies the way they are meant to
be seen- bigger, better, and only at Vox because there’s
nothing like it.
Spotting a new opportunity
Formerly known as Cine Star Cinemas, Vox is now wholly
owned by Majid Al Futtaim (MAF) Ventures. “Majid Al
Futtaim Ventures is an incredibly successful brand in the
Middle East. At its core, the group aims to bring local
ownership and local perspective to international business
opportunity,” said Cameron Mitchell, CEO Vox Cinemas.
Before the brand makeover, this cinema business
was a joint venture between MAF and an Australian
shareholder. However, now with 100 percent local
ownership, MAF has ventured into a bigger business
opportunity to grow and develop the brand throughout
the Middle East.
Innovative and easy
Vox Cinemas have given moviegoers an exciting,
comfortable and spellbinding experience. Their
innovative ideas and convenience in booking tickets,
elaborate seating arrangements and varied dining
options have created a loyal group of customers. You
can have your own Vox loyalty card made in a few
seconds and get bonus points every time you see a flick.
No queues
Customers can purchase tickets and choose seats online.
Being the only cinema with an iPhone app, it’s now easy to
find out what’s playing at your nearest screen. The mobile
website allows Blackberry and other smart phone users to
get a glimpse of movie trailers and reviews. Kiosks at the
cinema have been arranged for people who wish to avoid
the queue and thunderous promotions on your bank credit
card are an icing on the cake.
Comfort and pizzazz
Vox has multiple seating and cinematic options for all kinds
of movie buffs. Couples, families, bunch of friends can
choose between traditional or VIP seating options. The Vox
Max concept, which is a big screen experience, provides
www.voxcinemas.ae
What’s a movie without scrumptious popcorn and some icy cola to go with? VOX has the most impressive food options to enhance your visit to the
theatre. For yummy slush to crunchy nachos, flock to VOX for a gala time.
The world’s biggest blockbuster premiers
happen at your nearest VOX Cinema.
Get a glimpse of Potter magic or Tom
Cruise’s death defying stunts on the
big screen.
Log on to VOX’s Facebook page to
participate in competitions and win
free tickets.

64. 66
UAE Nightlife
The nation is at par with global hotspots like London and New York boasting of a
happeningnightlife. With the glitterati descending, world-famous DJ’s spinning
international music and award-winning bartenders, clubs and pubs, located in
prominent hotels, get the multi-ethnic crowd coming out clad in chic wardrobes to
socialise and enjoy stunning life after dark. From dance clubs by the beach to designer
pubs with a view, you only have to ask.
360° at Jumeirah Beach Hotel
Set at the end of its very own wharf, 360 degreesis an iconic nightlife venue in Dubai. It’s combination of laid-
back attitude, alfresco venue surrounded by water and pumping music make it a staple on the nightlife calendar.
The helipad shaped outdoor setting boasts panoramic views of Dubai’s coastline, Burj Al Arab’s light show,
Jumeirah Beach Hotel and vivid sunsets over the Arabian Ocean. The prime location overlooking the city’s ever
changing coastline creates a buzzing vibe, where you can chill for hours to the cool house tunes playing until the
early morning. With a heady mix of shishas and cocktails it’s where the city folks are lounging from high noon to
sundown.A must place for tourists and residents to spend an evening of revelry. Visit www.jumeirah.com

65. 67
Chi@ The Lodge
Chi @ The Lodge is popular for its four-roomed, multi-
themed venue catering for a wide variety of clientele. It
hosts over 3000 people and offers ‘Miami Style’ outdoor
clubbing experience like no other club in town.Once
inside, Chi@The Lodge presents varied design and music
choices. Chi Garden is a superb R&B and house disco
venue which takes you out of Dubai and straight into
the ambience of a Balinese themed garden. Opening
onto the garden is Chi Club, exquisitely designed with
a modish look based around whites and blues. Further,
there’s Chi Red, a moody themed space with deep red
low-lighting and funky décor,which is home to good old
rock and indie tracks. Finally, the Chi Lounge is another
all-white alternative where the music transforms yet
again to hip-hop, funk and soul.
Visit www.chinightclubdubai.com
Barasti, Le Meridien Mina Al Seyahi
Barasti is an award winning beach venue full of excitement. With great music, a palatable menu, delicious cocktails
and an exotic atmosphere set by the sea, the lounge has become a must visit joint for social butterflies. Flop out in
a comfy chair on the deck and let the breeze blow idly over you for a classic expat experience. Offering a variety of
cuisine, it’s the best place to dine with amazing views of the Gulf to a backdrop of live music. With a mellow mood in
the early afternoon and a buzzy evening, the real appeal of Barasti is the venue itself.
Visitwww.lemeridien-minaseyahi.com
Allure byCipriani, Yas Island
Indulge in an intriguing experience at Allure by
Cipriani located inside the Yas Yacht Club building.
Overlooking the spectacular Yas Marina F1 Circuit,
the venue is set amid the clear turquoise waters and
mangroves of Yas Island. A global hospitality icon,
Allure brings the Giuseppe Cipriani legacy to Abu
Dhabi in the most elegant and sophisticated way.
This is a superb experience combininglavishdécor
and vibrant lighting, high ceilings, stimulating visual
displays with a state of the art sound system.
Visit www.nightcluballure.com

66. 68
Cirque Du Soir, Fairmont Hotel
London’s most infamous celebrity nightspot, Cirque Du Soir arrived in Dubai in November 2011 at The Fairmont
Hotel. The theatrical and circus-inspired club stands out on the club scene with a cast of stilt walkers, contortionists,
tattooed dancers, jugglers, drummers, freak shows, burlesque dancers, sword swallowers, magicians and fire eaters,
entertaining crowds all night long. Among live performing acrobats, a popcorn machine and a clown, Cirque certainly
sets itself apart from its clubbing competitors. Visit www.cirquedusoir.com
Cavalli Club

67. 69
Nasimi, Atlantis The Palm
Part bar, part restaurant, part club –Nasimi is an ultimate
blend of entertainment with fashion and one of the
superb social scenes in the region with quality dining.
In addition to a unique beachfront location, Nasimi
includes fully-serviced beach facilities with sun loungers,
cabanas and day beds, plus culinary delights from
Sushi and Sashimi, Asian delights to Mediterranean
favourites, perfectly paired with a great selection of New
World wines, cocktails and beers.As day becomes night
Nasimi Beach is also a place to party, especially at the
weekends when the city heads to this hotspot to dance
on the sand. Visit www.atlantisthepalm.com
Trilogy, Souk Madinat Jumeirah
At the splendid Souk Madinat, with three levels of pure
entertainment, the Ground Floor, the First Floor and The
Rooftop, Trilogy hosts some of the top electronic music
acts in the world. With a line-up of popular DJ’s spinning
cutting-edge music, this club is one of Dubai’s finest
nightspots.The impressive interiors are a fusion of
Moroccan design and warehouse roughness, which
definitely makes this a place worth your time.
Visit www.jumeirah.com
Cavalli Club
Inspired by and launched in collaboration with
celebrated designer, Roberto Cavalli, this club is the
epitome of all things fabulous. A glittering restaurant,
lounge and club put together in the signature style
of Roberto Cavalli.Shadowed by a cloud of Swarovski
crystals, the club is divided between numerous smaller
lounges outfitted in animal-print furnishings and lily-
shaped dance floor attended by DJs spinning electronic
house and hip-hop.
Visit www.cavalliclubdubai.com

68. Chapter 4
Travel & Tourism

70. 72
Travel&Tourism
Good to go
The only Indian airline meriting a profit as of October 2011, IndiGo, is a recent addition
to the aviation-scape in the Middle East. As the emerging leader among private, cost-
efficient carriers, IndiGo is setting new norms for the aviation industry worldwide.
At home grounds in India, with a market share of 21.3
percent as of January 2012, the airline flies around
1.5 million people a month and is projected to grow
7.5 times by 2020. Running successfully since August
2006 the airline has consistently affirmed that customer
satisfaction is its topmost priority. Affordable fares
coupled with quirky advertising campaigns have backed
the airline’s remarkable mindshare, but as almost
everyone who flies will vouch, advertising and smart-
looking stewardesses count for nothing if flights are late.
With its headquarters in Gurgaon, India, IndiGo
remains to be the only airline with 80 percent of its
pilots who are CAT III compliant, equipping them better
to manage delicate situations. It was recently awarded
by the Bangalore International Airport for ‘Safety
Excellence’ for outstanding contribution in airside safety
and also bagged the Express Travel World Award for
Operational Excellence amongst low cost carriers in
2009.
Staying true to its mission to provide passengers with
a safe and hassle free experience, the airline recently
sealed the largest order in the history of aviation by
placing an order for Airbus A320Neo, for which it was
awarded the “Best performing Airbus A320 Family
Operator” in the Asia Pacific, Middle East and Africa region
in May 2011. At the 2005 edition of the biennial air-
show at the Le Bourget Airfield in Paris, the biggest such
event in the aviation industry, IndiGo made a dazzling
appearance by placing an order for 100 Airbus A320
planes to be delivered by 2015. The baby step expansion

71. 73
Tel +971 4 3557355
www.goindigo.in
continues even today. Six years later, in January 2011,
IndiGo signed a deal to buy 180 aircraft between 2016
and 2025 - effectively, one plane to join the airline every
20 days. In May 2011, the airline bagged the Best Overall
Performer at the Assocham Civil Aviation Centenary
Awards reiterating that a well-rounded and wholesome
experience is what it aims to offer its flyers.
Spreading its wings across maps and globes, the
airline is currently operating about 319 daily flights
through 51 aircrafts connecting 32 destinations in India
and abroad including Singapore, Bangkok, Dubai, Muscat
and Kathmandu.
IndiGo in UAE
This Indian budget carrier made its debut flight to Dubai
in September 2011 and is expected to launch operations
in Abu Dhabi and Sharjah in coming months, intensifying
competition with other Indian and overseas airlines.
“We will definitely be launching flights to Abu Dhabi and
Sharjah in the future, but it would be sometime later.
The priority would be to add more frequencies on the
Dubai route,” said IndiGo President, Aditya Ghosh.
Having launched its maiden flight to Dubai from Delhi
with a 90 percent load factor, Ghosh said the airline’s
forward bookings for the sector looked “reasonably
good”. Starting October 2011, IndiGo also launched
daily flights between Mumbai and Dubai in the pursuit
to increase its international frequency on such busy and
rewarding short-haul routes. “Dubai is a key market
for us and launching operations in this market is in line
with our growth strategy outlined for the Middle Eastern
skies,” he continued.
With over 280,000 flight departures since 2006 and
40 million passengers aboard till date, its commitment
to provide quality services to its clients stands tall. Listed
for three consecutive years, among the ‘Top 50 Best
Companies to Work For’, the airline provides a motivating
and hospitable environment to an extensive workforce of
5000 employees.
Acknowledging its responsibility towards society,
the airline also announced the ‘Good Karma’ campaign
in November 2011, to help under privileged children
and honor the spirit of childhood. The initiative, in
partnership with ‘Save the Children’, a non-government
organisationis purely voluntary for IndiGo passengers,
and has already garnered up to 20 lakh Rupees
The airline is also trying to maintain a balance
between the cost effective fare plan designed for
passengers and environmental sustainability through
the use of green technology. IndiGo is the first airline
in the world to get the brand new IAE (joint venture
of Rolls Royce and Pratt & Whitney) engines called
Select One, that are designed ensure environmental
protection and stability.

72. 74
Travel&Tourism
Carrier from the capital
Having recently announced its first ever profit in 2011, Etihad Airways, our international
carrier from Abu Dhabi has defied the global financial crisis, high oil prices and thrived
in adversity during the Arab Spring. Revenues have climbed by 36 percent to reach USD
4.1 billion taking the airline beyond its humble hope to just break even.
Ever since Etihad Airways first took to the skies in
November 2003, the UAE’s national airline has been
making headlines across the world. It has gone on to
become the world’s leading airline and grown at a pace
unprecedented in the history of commercial aviation.
Its intentions to offer quality services to its clients have
been indisputable from the very beginning.
James Hogan, Etihad’s President and CEO, said:
“Despite several challenges, in 2011 we delivered our
promise made long ago of a profitable venture.We have
successfully met the expectations of our shareholders by
creating an airline that is best in class, operates to the
highest safety standards, and makes money.”
Hoping to increase its passenger traffic to 10 million
in 2012 ,it rightfully bagged the Air Transport World’s
“Passenger Service Award” for 2012 acknowledging its
genuine service philosophy, streamlined hospitality and
the ability to foster multiculturalism through employment
from more than 120 different nationalities.
The rate at which Etihad has expanded its network of
international flights is unparalleled in the global aviation
industry. Its fleet of 65 aircrafts operates more than 1000
flights per week, serving an international network of
84 passenger and cargo destinations in 52 countries. It
operates over 90 services per week from Abu Dhabi to 12
destinations in Europe.
Fruitful Partnership
The airline has also recently collaborated with Airberlin,
Europe’s sixth biggest carrier, to become its largest

73. 75
Tel +971 2 5110000
www.etihadairways.com
shareholder and operate four flights a week between
Berlin and Abu Dhabi from January 2012 onwards.
This deal sees it literally spreading its wings across
the globe by adding 157 destinations and access to 35
million new passengers.
Not only is each Etihad aircraft state-of-the-art but
so too is the in-flight product. Whether in Diamond
Zone (first lass), Pearl Zone (Business) or Coral Zone
(Economy) each guest enjoys the highest standard of
comfort, cuisine and entertainment. Offering some of the
largest personal TV screens in the industry, the airline
makes each flight worthwhile with over 600 hours of
entertainment including as many as 116 TV titles, 78
movies, a CD library with more than 400 albums and 14
radio channels. This enhancement of in-flight travel has
caught the eye of the industry and Etihad Airways has
been recognised as not just in the Middle East but as the
World’s Leading Airline consistently over the years.
In December 2011, it announced a deal valued at
more than a billion US dollars with aviation computer
technology provider Sabre Airline Solutions to utilise
cutting edge software across its reservations, inventory,
marketing, planning, e-Commerce, distribution and
departure control operations. Hogan said, “This
groundbreaking deal will play a pivotal role in providing
Etihad Airways with the tools necessary to achieve its next
phase of growth and profitability targets in an innovative,
sustainable and cost effective manner”.
Despite the commercial success it has achieved,
Etihad continues to reaffirm people’s faith through selfless
initiatives such as the 2009 agreement it signed with
“Masdar”, Abu Dhabi’s multi-faceted future energy saving
city, to reduce the airline’s carbon footprint.
As an Arabian carrier, it lies in Etihad’s vision to reflect
the best of the region’s hospitality and enhance the
prestige of Abu Dhabi in the East and West.

74. 76
Travel&Tourism
Hello tomorrow
On 25th October 1985, Emirates flew its first routes out of Dubai with just two
aircrafts—a leased Boeing 737 and Airbus 300 B4. 27 years of undeterred commitment
to safe and sound travel have placed the airline on a high pedestal. Its preference for
quality over quantity has transformed it into a globally influential brand and contributed
to the flourishing success it celebrates today.
Over the years, the airline has grown in scale and
stature through competition with infinite international
carriers that take advantage of Dubai’s open-skies policy.
The Government of Dubai, its whole and sole owner
believes that treating Emirates as a wholly independent
business entity is the secret behind its thriving success.
The airline has recorded an annual profit every year
since its third year of operation.
With a fleet of more than 160 aircrafts flying over 100
destinations in 66 countries around the world, the airline
is expanding its network rapidly. Over 1,000 Emirates
flights depart from Dubai each week on their way to
destinations in six continents. In fact, Emirates flights
account for nearly 40 percent of all flight movements in
and out of Dubai International Airport.
The airline’s decisions over time have assured fliers
that its intention to offer people a pleasant, comfortable
and safe journey is more than just a marketing tactic.
Highlighting its incredible growth, the airline is currently
the world’s largest operator of both the Airbus A380
and Boeing 777. From a fleet of 60 aircraft in 2004,
to its current 161 wide-bodied aircraft, the airline has
exhibited dramatic growth. Satisfied clients are no
surprise to the airline.

75. 77
Tel 600 55 5555
www.emirates.com/ae
In the financial year 2010/2011, Emirates carried 31.4
million passengers and 1.8 million tonnes of cargo. It
also produced a net profit of a whopping Dh 827 million,
for the first six months ending 30th September 2011.
“Emirates’ latest half-year performance is testament to
the airline’s strong business foundations and tenacity
to stay on course and continue to grow despite the
unsteady marketplace,” said HH Sheikh Ahmed bin
Saeed Al-Maktoum, Chairman and Chief Executive,
Emirates Airline and Group.
With over 400 awards for excellence worldwide, the
airline has been acknowledged for its contribution to the
local and global aviation industry time and again. This
includes the Air Transport World’s “Airline of the Year”
award in 2011 and the Skytrax World Airline Award for
“World’s Best Airline Inflight Entertainment,” for the
seventh year in a row.
Moreover, the airline hires, trains, supports and hosts
highly qualified staff to carry out specialized operations
involved in aircraft maintenance and management.
Divisional Senior Vice President IT for The Emirates
Group and Head of Mercator, Patrick Naef, was recently
named Chief Information Officer of the Decade by CIO,
Europe’s leading IT magazine for Chief Information
Officers and top business executives.
The airline has also announced plans to establish a
dedicated flight-training centre called the Emirates Flight
Training Academy by the third quarter of 2013, a Dh
400 million project to train up to 400 students at a time.
Emirates Group is working towards acquiring state-
of-the-art equipment and trainers to meet worldwide
aviation standards. Students who successfully complete
the course will be awarded a Commercial Pilot License
on graduation and will be ready to commence specific
aircraft type training.
Reasserting its social responsibilities the
organisationruns the ‘The Emirates Airline Foundation’,
meant to provide humanitarian and philanthropic aid
to children in need and eradicate poverty. In December
2011, the airline also flew a demonstration flight
carrying the UAE Delegation to the 2011 United Nations
Framework Convention on Climate Change. It was
able to use techniques to reduce flight emissions and
save over five tonnes of CO2
. Years of good and bad,
black and white and right and wrong have enabled the
organisationto grow as a credible entity and encouraged
it to continue providing impeccable service standards to
its loyal customers.

76. 78
Travel&Tourism
The wings of Arabia
Air Arabia, the Middle East and North Africa’s first and largest low cost carrier is charting
new routes and new trends as it opens the skies by encouraging regional travel to an
increasing base of passengers. Air Arabia flies directly over 65 destinations across the
Middle East, Asia, North Africa and Europe, covering a mass population of over 3 billion.

77. 79
Tel +971 6 5088888
www.airarabia.com
With an operating fleet of 27 brand-new A320 aircrafts
and 44 others in the pipeline, the airline has crossed its
twenty million passengers mark. “ We owe our success
to our customers who chose to fly with Air Arabia. We
look forward to serving many more passengers in the
years to come,” said Sheikh Abdullah Bin Mohammed Al
Thani, Chairman of Air Arabia.
Since it started operations in 2003, the airline has
succeeded in its vision to be among the world’s leading
budget airlines in terms of profit margin, innovation,
reputation and operational excellence. With an
emphasis on convenience tourism, Air Arabia is the first
international budget airline in the region to offer residents
short weekend breaks to exciting regional destinations.
Modelled after leading American and European low-
cost airlines, Air Arabia’s services are tailored to satisfy
local preferences and make air travel easier and frequent
for all. Through their powerful value proposition, ‘Pay
less. Fly more’, Air Arabia encourages residents who
have previously been unable to afford air travel to do
so more frequently. With over 100 departures per day
the flight travels about 60,000,000 miles annually. A
workforce of over 1000 employees from 60 different
nationalities is proof of the airline’s high standards of
multiculturalism.
Air Arabia’s flight officers have extensive experience
from multiple international airlines with several captains
flying for over 20 years each. Its CEO, Adel Ali was
named ‘Airline CEO of the Year’ for 4 years. This
experience ensures the level of trust that the carrier is
rapidly being associated with. The first female pilot to
fly for a UAE airline stands as a further testament to the
organization’s proactive stance.
With a string of accolades to strengthen its brand
position, Air Arabia has also accumulated several
achievements in its eight years of operation. For
instance, its financial break-even results in the airline’s
first year of operation, is a ground-breaking feat for
any carrier. In addition, the airline announced net profit
for the three months ending September 30, 2011 at a
whopping Dh 100 million.
It also received MENA Travel Award for the Best
Airline for four consecutive years followed by the Airbus
Operational Excellence Award for the next five years.
Low fares, uncompromised service standards, ease
of booking and payment flexibility contribute to the
airline’s rapid growth and efficiency that are compelling
conventional airlines to slash their costs and fares.
A fitting manifestation of expediency, the airline
passes savings back to passengers with on-board
purchase catering, offering an affordable variety of
food and beverages. Additional in-flight services include
in-flight entertainment and Duty Free shopping with a
beautiful selection of gifts and luxury items.
Based at Sharjah International Airport, Air Arabia
customers enjoy the benefits of quick access to Dubai
and other Emirates, fast check-in processes, low
congestion, friendly airport staff, as well as access to
other commercial carriers served at the airport. ‘Pay less
and Fly more’ indeed.

78. Chapter 5
Café and Dining

79. "Tim Hortons is to Canadians what the falcon
is to the UAE; an intrinsic part of the culture
and an inescapable symbol of Canadian life."

80. 82
Always brewing. Always baking.
One may think of cola as the most popular drink in the world but the truth will surprise
you. With more than 400 billion cups consumed every year and coming second to oil
in monetary value, coffee is the world’s most popular drink. Being the 15th largest
importer of coffee in the world, the UAE has an impressive network of over 4000
coffee shops. A new entrant in the region, Tim Hortons, the iconic Canadian café and
bakeshop, has besotted coffee shop goers.
Cafés&DiningOut
Previously, annual coffee consumption in the UAE had
reached 3.5 kilograms per person, which surpassed the
UK’s 3 kilograms per person. Intake of coffee and baked
goods is only expected to rise as Tim Hortons stirs the
USD 2.2 billion casual dining market estimated to touch
an astonishing USD3.24 billion by 2015.
When Tim Hortons opened its doors in September
2011 in the UAE; its first cafe and bakeshop outside
the North American continent, the brand immediately
engulfed a passionate fan base living up to expectations
of Apparel Group, the franchise owner and affluent retail
business group in the region. Tim Hortons’ brewing
gained popularity among those familiar with the brand
and got first timers going gaga over baked goodies and
Panini sandwiches.
With a grand opening on Sheikh Zayed Road, the café
soon expanded to popular hotspots such as Deira City
Centre and The Walk at Jumeirah Beach Residences.
With people queuing up at counters, a diverse crowd
can be found at every outlet enjoying Timbits, freshly
brewed coffee and delicious donuts, muffins and
pastries.
Now running five café and bakeshops in Abu Dhabi
and Dubai together, Apparel Group has massive
expansion plans for the brand scheduled for 2012. As
the brand’s popularity continues to grow, it comes as no
surprise that Tim Horton’s will pose a challenge to other
international coffee shop franchises as it sets foot in
other countries in the GCC.
When asked about the appeal of launching in the UAE,
For those who love to snack, Tim Hortons offers one of the widest varieties of freshly baked donuts, soft and chewy cookies and Timbits, or donut holes, for a well-
deserved mid-day treat.

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Tel 800-TIMS (8467)
www.timhortons.com
David Roy, Managing Director International Operations,
UK, Ireland and the Middle East, said: “Much like
Canada, the UAE is a vibrant, outward looking country;
it attracts people from across the world, and having Tim
Hortons launch successfully here gives us a sense of its
acceptance in other markets. At our UAE restaurants,
you can see the different nationalities represented.
It doesn’t matter where you come from, we all like
socialising, we enjoy fresh food and fresh coffee and
we like nothing better when that’s combined with good
value and quality.”
The unique experience at Tim Hortons is a cross
between a cafe and a quick service restaurant. A
relaxed yet sophisticated and metropolitan feel to it, the
restaurant allows you to grab food that is good-to-go or
chill out to enjoy a range of sandwiches, burgers and
delicious cold beverages. Walk in during lunch hours and
you’ll see groups of colleagues or families enjoy hearty
soups, freshly made Panini and wraps.
Tim Hortons’ signature product is its signature premium
roast coffee, made with 100 percent Arabica beans.
Every 20 minutes a fresh pot of coffee is brewed as the
brand brings this freshness in more than two billion cups
served worldwide every year. Those most familiar with
Tim Hortons know the most common coffee ordered by
customers is the ‘double double.’ It’s a coffee with two
creams and two sugars and is unique to Tim Hortons.
Among the UAE consumers, the cold coffee menu
seems to have struck a cord. With the temperatures
never bowing down in the region, cool and creamy Iced
Cappuccino and smooth French Vanilla cappuccino are
proving to be popular ways to beat the heat.
Tim Hortons operates a UAE-centric Facebook page
catered specifically to the local community, and is
attracting followers on Twitter, where fans talk about
their favourites on the menu and which branch they are
at. It is sure to generate a bigger following and more
online activity as more Tim Hortons Cafe and Bake
Shops open across the UAE.
Found at Jumeirah Beach Residences’ The Walk, Dubai
Outlet Mall, Deira City Centre, on Sheikh Zayed Road and
at Abu Dhabi’s Mushrif Mall, get a taste of the world’s
best coffee and baked goodies at this always brewing,
always baking Canadian café.
Comfortable seating, free wireless access, indoor and outdoor seating make Tim Hortons a perfect joint for people from all walks of life. The staff is
impeccably trained, the food is made fresh in front of you, service is quick and efficient.

82. 84
Gastronomy driven by passion
They say good food and great times bring folks together from all walks of life. The
significance of the food and beverage industry cannot be denied as the unifying thread
that binds together the different cultures and nationalities that co-exist in the UAE.
From the traditional Arabic coffee (also called Qahwa) to your American Espresso, it’s all
here. Symbolic of gastronomic fusion and merge of cultures, Mille Miglia Restaurant &
Cafe is an outstanding must-visit place from the 2837 cafes in the UAE.
Cafés&DiningOut

83. 85
Tel +971 4 3316288
www.millemigliarestaurant.com
Taking its unique name from the eponymous world-
famous 1000-miles annual Italian race, for 8 years
Mille Miglia has enjoyed a growing reputation among
locals and visitors alike. Owned and managed by former
automobile businesswoman Jocelyne Chidiac, Mille
Miglia stays true to its automotive roots with a dash of
epicurean adventure and speedy service. The cuisine,
a mix of French and European delights and traditional
Arab food, has been extremely successful with patrons
of cafés.
UAE consumers are particularly optimistic regarding
their spending on dining and entertainment and prefer
unique spots that offer variety. “My emphasis is widely
Mediterranean, as it mirrors my own tastes and that of
my loyal clientele. We reward them with fresh offerings,
daily specials and seasonal treats,” said Jocelyne, who
has time and again shown her enthusiasm and passion
by brining in talented culinary experts from all over the
Mediterranean and inscribed innovation on the menu.
The personalised service at Mille Miglia is noteworthy
as a trademark of the experience and one of the
many reasons for its success. Jocelyne’s aim has been
to create an ambience like home away from home,
with wonderful service and delicious food. She also
commented on the instant popularity any new dish
receives at Mille Miglia. Customers can indulge their
palate in luscious specialties, such as the signature Mille
Miglia salad, Mille Hammour and Red Velvet Cake among
many other favourites. One of Mille Miglia USP is the stunning pool terrace that
is popular during the winter months, with lounge tunes in
the background, bean bags to laze on and garden swings
that give everyone the rare opportunity to commune with
nature – a true haven in the heart of Dubai.
Speaking about her transition from a career in the
automobile industry to restaurateur, Jocelyne said
“It was challenging at first since I managed both
responsibilities simultaneously. Then I decided that I
wanted to focus on the service industry and materialise
my dream of being a top-notch restaurateur.” Today,
she credits her success to her discipline and dedication
to the customer and being creative and up-to-date with
trends.
Jocelyne is the brand ambassador of Mille Miglia and
is much appreciated by her clientele for her consistent
efforts in offering a wonderful time at the café. Her
long working hours surpass midnight, as the café
comes to life under the stars, ensuring everything is in
place and service is super efficient. Visit Mille Miglia in
the daytime or in the evening to experience one of a
kind dining and enriched hospitality.
The restaurant’s name does every bit of justice to
its decor and ambience. When asked about the unique
automotive theme, Jocelyne said her passion for fine
food and speedy cars produces a fabulous combination
and this beautifully resonates with her customers
who dine at the café. The décor includes automobile
art, elongated cases full of car miniatures, funky wall
colours drawing the race map and spacious seating.
New additions have been made to the interiors to create
special spaces for sports enthusiasts to watch a game
as they munch on scrumptious delights. The café’s
popularity soars during the holy month of Ramadan as
many people decide to flock to Mille Miglia for Shisha
time with friends post Iftar.
Jocelyne Chidiac

84. 86
Cafés&DiningOut
Luxurious dining on Dubai Creek
According to a recent survey by MasterCard, the world’s most trusted payment facility,
the UAE is famous for world-class dining and a diverse array of cuisine offerings, which
cater to a wide range of ethnic groups and age brackets. UAE consumers spend an
average of USD 229 per month on eating out said the survey, which indicated positively
on the hospitality sector. Setting a new benchmark in luxurious dining, transforming a
traditional Dhow cruise experience to a contemporary and artistic way to feast is the
elegant Bateaux Dubai.
Enjoy a beautifully romantic dinner onboard the glass-encased Bateaux Dubai, transforming the traditional Dhow experience into something spectacular.

85. 87
Dubai’s only glass-encased floating five-star restaurant;
Bateaux Dubai has a winning formula of fine dining
under the stars. A red carpet leads you up to the
Bateaux Dubai, and you are sure to feel like a celebrity
as you board the vessel. The smooth sail along Dubai
Creek gives you a glimpse of the traditional Bastakiya
and modern landmarks of Deira and Bur Dubai.
Bateaux Dubai resonates brand values of excellence
and personalised hospitality. The 56-metres long cruise
is creatively designed with a flat bottom and four
independent engines for the waters of the creek to
ensure the boat sails seamlessly. The smoothness of this
luxurious floating restaurant allows you to freely move
around and enjoy your time on deck under the stars.
Cruising along the Dubai Creek for more than five
years, Bateaux Dubai has gained the privilege of being
recognised as a desirable dining destination for local
residents and a must-have experience for visitors.
With a combination of cutting edge technology and
optimal effort, the cruise is a creation of the reputed
space between tables. For private parties, the gourmet
menu can be altered to your liking in advance, while on
public cruise nights Bateaux Dubai presents an extensive
a la Carte menu.
The menu is international with some East-meets-
West inspired dishes. The chef uses unique ingredients
and delectable food is prepared on board in a specially
designed kitchen. Bateaux Dubai’s prestige and panache
as a superb dinner cruise surpassing the traditional
expectations promises an unforgettable experience and
is definitely should not be missed.French company Seine Design. The restaurant deck has
floor to ceiling glass windows ensuring unobstructed
360-degree views of the traditional sights. In addition,
the hi-tech air-conditioning facility ensures utmost
comfort, while a top-end sound system delivers a
splendid acoustic experience.
Offering its guests a rare fusion of sensory delights,
both visual and savoury, chefs at Bateaux Dubai have
devised a superb high tea menu consisting of a variety
of gourmet sandwiches, warm scones with homemade
jam and clotted cream, plus pastries such as chocolate
éclairs, lemon meringue, baked pear tart, berry pavlova
and coconut marshmallows. The gastronomy is alluring
with a wonderful display of local architecture.
The aquatic theme of the interiors, shine with glossed
wood and dim lighting, is ideal for quixotic dining. The
impeccable staff is hands on with the management
of Bateaux and warmly welcome the guests aboard.
A leisurely cruise along the Creek accompanied by a
unique culinary adventure is the only way to describe
this splendid getaway.
Bateaux Dubai makes itself available for various events
such as romantic specials, corporate functions, private
parties, fashion shows, press conferences, product
launches, wedding receptions and so much more. The
cruise houses over 300 standing guests for cocktail
receptions or 200 comfortably seated guests with ample
A gourmet journey and a feast for the eyes, Bateaux Dubai combines
the best flavours with Dubai’s wonderful night scenery.
Tel +971 4 3994994
www.bateauxdubai.com
mail@bateauxdubai.com

86. Chapter 6
Arts & Culture

88. 90
Arts&Culture
Buzzing world of art
Art makes ordinary life just a bit more interesting. Contemporary art deals with issues
directly related to its present day world. Founded in 2008, Carbon 12 is a major
contemporary art destination in Dubai and a leading symbol of emerging artists as well
as internationally recognised names.

89. 91
Situated in Alserkel Avenue - Al Quoz, here you can
find art in its most vibrant form, covering a broad
selection of mediums including photography, painting,
and sculpture and media art. Modern artists have
chosen to highlight the idea or impulse behind their
work rather than focusing on the medium or method
used. Open to experimentation, art expression in
the Middle East has got audience thinking about the
subject as the most important aim of the artwork.
The introduction of contemporary art marked the
breaking of manacles by artists to move from the
conventional inclination towards aesthetic beauty
and purity to address subjects such as politics,
which affect the layman. This is what brought the
common man closer to the artist who didn’t seem
‘high and mighty’ like an untouchable philosopher
any more. The gallery is recognised as one of the
leading persuaders on the subject of nurturing young
emerging talent. Carbon12 represents artists and
showcases incredible artwork of numerous artists
around the globe providing them with opportunities to
take their place in the international spotlight.
Carbon 12 constantly initiates to cross boundaries
and set its artists on the international stage every
year on various occasions, including Art Dubai or VIP
Art Fair making the Dubai hub and home alike. This
distinct position encourages Carbon 12 to place artists
from the region within a wider context.
With a fusion of painting and photography, the
renowned Carbon 12 reflects on the present state and
redefines the way contemporary art is visualised. The
spontaneous and calm, yet curious and audacious
nature of Carbon 12 makes its approach towards art
varied from conventional galleries.
Carbon 12 displays the work of world class artists
such as the photographer Erwin Olaf, who recently
received the prestigious Dutch State Prize of the
Arts, Johannes Vermeer Award 2011, André Butzer,
known as “the best abstract painter in the world”
and numerous other artisans. One of the well-known
emerging artists is Sadjdi, an Iranian painter whose
vast apocalyptic landscapes fashioned from household
Tel +971 50 4644392
www.carbon12dubai.com
paint illustrate a dark, deserted world almost devoid
of human life.
By conducting solo and group exhibitions with
structural interests, the gallery’s prime mission is to
deeply investigate into the current state of contemporary
art and broaden the scope of emerging artists with
their agenda. Several interesting solo adventures and
collaborative experiments are in planning, so stay tuned
for Carbon 12 in and beyond 2012.

90. 92
Arts&Culture
Spearheading art
and expression
The arts industry in the UAE ropes in close to 20,000 visitors from 31 different countries
annually. Leading art auctions surpass more than Dh 51 million per auction. thejamjar
Gallery stands out as one of the few committed to the ideals and values of the art
industry.

91. 93
Commitment to the arts
For the last seven years, thejamjar Gallery has become
a dedicated zone to promote the arts and culture scene
in Dubai. It carves a platform for like-minded individuals
to express through dialogue and interaction, and boasts
a diverse range of art forms such as film, music, theatre
and the visual arts.
A wide range of services
The gallery includes an extensive portfolio of services,
such as art consulting, organising events for public
and private art projects, and the Creative Learning
programme, which is an integral component of thejamjar
ethos. thejamjar has also dedicated itself to nurturing
young and upcoming artists, which is done through
the artist residency programme. It promotes cultural
exchange through its collaborations with renowned
international galleries. The 40,000 square feet DIY
studio is quite possibly the unique trademark of
thejamjar. Equipped with easels, paint and art supplies,
along with a coffee bar and music, the studio aims to
bring art alive in a relaxed and friendly environment.
In addition, thejamjar also actively advocates the
creative arts scene in Dubai, by supporting local theatre
productions, hosting ‘Act Up!’, a yearly scriptwriting
competition, and conducting ‘mahmovies!’, a bi – annual
series of diverse and provocative art house films, curated
by renowned director Mahmoud Kaabour.
ArtintheCity
In the year 2007, thejamjar decided to spearhead an
exciting new project, known as ArtintheCity. It is a
comprehensive arts and culture guide, designed to
provide information about the world of visual arts,
literature, film, theatre, music and literature in the
UAE This is facilitated by a regularly updated website,
a community blog, social media, and even an iPhone
application.
“We have had two motives in developing this concept
- to make a meaningful contribution to Dubai’s vibrant
and burgeoning cultural palette, and to offer residents
and visitors an unprecedented treat” stated Hetal Pawani,
director of thejamjar Gallery. ArtintheCity contains
innovative concepts- the ArtMap and the ArtBus. The
ArtMap, an initiative supported by the Dubai Culture &
Arts Authority, is a tri-annual publication which features
up to date maps of the UAE’s developing landscape and
acts as a platform to a global audience by working with
local galleries, international art fairs and biennials.
The ArtBus, known as the UAE’s shuttle to the arts,
provides guided tours of the city’s prominent galleries,
studios, art centres, alternative art spaces and art fairs.
According to Ms. Pawani, “The ArtBus is not merely
restricted to art aficionados. Just about anyone - college
students, art teachers, visitors or other interested
individuals can board the tour, for an initiation and first-
hand experience of art in Dubai. Our guides are friendly
and trained, and will provide pertinent information to
give passengers an appetite before they reach their
destination.”
ArtintheCity is greatly instrumental in Art Dubai the
leading art festival in the UAE, and is instrumental in
its proceedings and events. The festival takes place
annually in March. Year after year, thejamjar Gallery
continues to play a prominent role in the local art scene
and is anticipated to bring new innovation, artists and
ventures to region in the coming months.
Tel +9714 341 7303
info@thejamjardubai.com
www.thejamjardubai.com

92. 94
Arts&Culture
Creativity galore
Art is inherent to shape the cultural and social structure of any society, as it draws
on the rich heritage of people from different nationalities. Launched in 2006 with a
vision to create a truly extraordinary educational as well as entertainment flagship, the
Dubai Community Theatre & Arts Centre is one such remarkable milestone on the city’s
cultural landscape.
DUCTAC, the brainchild of local art-lovers, emerging as a
vibrant symbol of the diversity and cultural affluence of
Dubai, it is the first modern and versatile performing arts
centre in the Gulf providing innumerable opportunities
nestled within an enjoyable and artistic atmosphere.
The core mission of the centre is to involve the
community and encourage a spirit of participation into
various activities, further discovering new talents in
the creative field. DUCTAC aspires to confer towards
the artistic and cultural expansion of the region by
hosting a variety of events and performances for Dubai’s
global population and tourists. The centre incorporates
something for all art lovers irrespective of their age and
background.
Set in the heart of the Mall of the Emirates and
spanning about 7,424sqm, the venue embraces a 543

93. 95
seat theatre, a 150 capacity studio theatre, a high
specification visual arts gallery, dance and rehearsal
spaces, specialised studios for activities like painting,
sculpture and photography are fully equipped to meet
the needs of every level, ranging from beginners to
professionals. In addition to these, the centre is also
home to an Arts Materials Shop and The Old Library, the
oldest English language library in the city.
As a non-profit organisation, DUCTAC became a
reality with the support of numerous leading multi-
national and local corporations. Bringing the best in
dance, music, and theatre to the city’s residents and
visitors, the centre manages a wide variety of shows,
events, exhibitions, workshops and classes, which take
place every week and provide edutainment in almost
every creative genre.
Apart from showcasing local and international artists,
DUCTAC exhibits many annual cultural projects. Every
year from November to March, the centre hosts an art
festival, which represents adept performers from the
region and around the world.
The Gallery of Light at the Arts Centre is concerned
with exhibiting arts practice that is evolving and
experimental and collaborating with under-represented
artists both regionally and internationally.
A course at DUCTAC’s Manu Chhabria Art Centre is
an ideal way for art enthusiasts in the UAE to undertake
a new hobby and enhance their ability or ascertain a
new skill. With a vast number of classes appropriate for
every stage, from a beginner to an advanced learner, it’s
all made available within this remarkable venue.
In addition to its numerous art divisions, the centre
also provides programmes for drama and dance,
which is a perfect medium for children and adults to
enhance their communication tacts and level of focus
and imagination. Engaging in such activities proves to
be vital for future development as it is a great way to
boost self-confidence and enable interaction with a wider
group of people.
Above all, it is an exciting and motivating venue for
education, recreation and creativity and is destined to
become The Cultural Heartbeat of Dubai with massive
opportunities and ample resources equipped at the
centre, which are open to the entire community of Dubai.
Tel +971 4 3414777
www.ductac.org

94. 96
Arts&Culture
Art from Arabia
Established in 1995 by pioneering Syrian Mayla Atassi, the Green Art Gallery symbolises
and supports regional art, providing an opportunity for aspiring artists. It is one of
the first galleries in the country to be a local foundation and has represented major
contemporary Arab and international artists.

95. 97
Since its launch, the gallery has mainly focused on
the artists from the Arab World, such as Lebanese
artist Paul Guiragossian, Syrian master artists Fateh
Moudarres and Louay Kayyali, and Iraqi artist Ismail
Fattah. It has also been a channel for a number of
internationally recognised artists. With a white palette
and spacious flooring, Green Art provides a perfect
stop-off for those who admire serene surrounding and
some exquisite culture.
With standard temporary exhibitions and an
increasing permanent collection directed on the work
of artists residing in the UAE, this commercial gallery is
dedicated to fostering local talent and developing the
art scene. In addition, it helps to edify artists about
international art distribution and endorsement.
In 2008, under the supervision of its director
Yasmin Atassi, the gallery’s image was recreated with
a reformed identity and artist record, only maintaining
the brand name. To this day, Green Art Gallery is one
of the finest galleries in UAE, showcasing artwork with
an alluring mix of abstract, impressionist, traditional
realism and modernist styles.
After relocating itself to a 3000 square feet
warehouse in 2010, the gallery widened the scope for
several inventive and outstanding ventures for future
development. Most recently, the gallery has been
persistent towards the growth of popular and upcoming
artists around the globe including Hale Tenger, Kamrooz
Aram, and Shadi Habib Allah to the artist roster.
Green Art Gallery has become a prominent part of
varied local and global art fairs, including Art Dubai,
Zoom Art Fair in Miami, Contemporary Istanbul in
Turkey, and most recently the Moving Image Fair in
London. Currently, the gallery is said to conduct vital
projects in collaboration with international curators to
the spectators of Dubai.
Only a minor number of institutions in Dubai share
such history and awareness of regional art as Green Art.
The gallery aspires to persistently maintain local trends
in contemporary art.
Tel +971 4 3469305
info@gagallery.com
www.gagallery.com

96. Chapter 7
Mall Destinations

98. 100
MallDestinations
Just what you need
With an extensive array of ostentatious malls, exclusive outlets and designer boutiques,
the region has earned its status as a shopper’s paradise. The launch of the first
shopping mall in Dubai thirty years ago effectively opened the gates for the Emirate’s
booming retail sector. One such shopper friendly mall situated at a short distance from
the heart of Dubai is the Oasis Centre.

99. 101
Dubai is the most established retail location in the UAE
and continues to stay advanced in terms of product. As
per research carried out by Cushman & Wakefield, the
annual footfall in major regional malls remains strong,
with the malls in Dubai attracting a significantly higher
volume of visitors rising up to 37 million.
A mid-sized shopping mall owned and managed by
the Landmark Group, Oasis Centre continues to serve
the ever-growing population in the Dubai city. The 1.44
million square feet mall spread across four levels is the
Emirate’s exclusive shopping landmark, with a plethora
of brands across categories to choose from, making it a
one-stop destination. The centre gains reputation for its
key strengths such as convenience and choice of value-
for-money stores across diverse brands.
“The Oasis Centre in Dubai provides a truly shopper
friendly environment. It is offers its customers a
completely engaging encounter. With kiosks in the
walkways and numerous stores, you’re sure to find
something you’re looking for,” says Neelesh Bhatnagar,
From fine dining to fun and family dining, Oasis Centre
has over 15 restaurants, to suit every taste. It has an
enormous food court with specialty eateries, fast food,
ice cream parlours and cafés aplenty that will tenaciously
tempt your taste buds. As for entertainment, Fun City is
the perfect place for children with creative games and
fun-filled programmemes designed to engage and excite
abound.
For adults who wish to indulge in wellness therapies
or looking forward to a workout session, Oasis Centre
includes one of the largest wellness and fitness hotspots
within a dedicated area of 70,000 square feet namely,
Fitness First, a prominent chain of world-class gym and
health club facilities, as well as the transformational
Balance Wellness 360 degree Club and Café.
One of the unique concepts at the mall is the Cello
Music and Ballet Centre, which provides an opportunity
to the adults and children to whet their dancing talents
with extensive lessons in music, ballet, belly dance, jazz,
tap dance, hip hop and martial arts.
Recently, an addition to experiences at Oasis was the
Beat Diabetes Walkathon with celebrity partners and over
400 participants walking for a good cause. As a part of
Landmark’s initiative to raise awareness about a crucial
health problem in the region, Oasis Centre became the
epicentre of activity and engagement with the community.
Loyalty Rewards
Landmark Group’s loyalty scheme called Shukran
extends brownie points to customers on their purchase,
making Oasis Centre a shopping haven. For loyal patrons
looking to avail further value-for-money, Shukran is a
truly rewarding experience and a smart way to earn and
redeem rewards ensuring customer satisfaction.
As the mall celebrates it’s third anniversary with
humungous prizes and awe-inspiring discounts, not to
miss the entertainment and treats for little ones, Oasis
Centre is just what you need for a day of fun in the city.
Tel +971 4 5154000
www.oasiscentremall.com
Neelesh Bhatnagar, Director, Oasis Centre
Director Oasis Centre. “For shopping scoop one can
always pick up the very handy Oasis Times, the mall
newsletter on what’s hot and what’s not and countless
store promotion information,” he adds.
The mall boasts its multiple and diverse outlets
housing over 84 stores and provides the finest range of
retail merchandise including Home Centre, Babyshop,
Splash, Shoe Mart, Lifestyle and Beauty Bay, the rapidly
booming electronics chain in the UAE called E-max and
Q Home Décor, unique world of furnishing luxury. Its
well-structured, elegant and spacious ambience offers
something for everyone. With a wide variety of dining
and entertainment options visitors experience more than
just shopping at Oasis Centre.

100. 102
MallDestinations
For the love of shopping
UAE is the retail maze of the Middle East. The grandeur of malls lures millions of
globetrotters every year making it one of the most celebrated shopping destinations.
Not only do these malls house the best brands but provide amusement, dining,
entertainment and leisure under one roof. One such world class shopping paradise,
located in the heart of Sharjah, is Mega Mall.
The rebranding campaign of Mega Mall has
garnered much attention in the media. This
commendable creative effort was rewarded for
its brilliant marketing by earning Mega Mall a spot
in the top three finalists at the 2011 International
Council of Shopping Centres MENA Marketing
Awards, in the advertising category.
As a generous reward for its customers and
retailers, Mega Mall launched the 10-month
long promotion raffling off the stunning new
2011 BMW 316i each month. Between March 1
and December 31, 2011, shoppers were entitled
to a coupon for every Dh 200 spent at the mall,
which got them closer to their dream car.

101. 103
A new beginning
After decades of success and recognition, Mega Mall
has undergone an image revamp that embodies a
new look and feel of the brand of Mega Mall. With the
unveiling of a new logo, the management revealed
the significance of the two intersecting letter M’s. Not
only does it represent the initials of the mall but it
also symbolises the mall’s aim to live in harmony with
the community, making it a part of their daily lifestyle.
Through beautiful colours and timeless designs, Mega
Mall embraces the Islamic traditions and keeps alive
the heritage and humility of Sharjah.
Shop till you drop
Mega Mall includes a wide variety of retail outlets
providing superior quality consumer goods for men,
women and children. From high-end footwear and
handbags, jewellery and watches, cosmetics and
health products, sportswear, household goods and
electronic items, there’s nothing you wouldn’t find
here. The spirit of the mall remains in its excellent
quality of products while attractive prices and
promotions are bringing 20,000 to 30,000 shoppers
every day.
Food and film
Whether you wish to grab a quick bite to eat between
shopping sprees or dine in style with your family
and friends, Mega Mall lets you do your thing. It
has a large food court with Japanese, Lebanese,
Chinese and Italian cuisines among the many other
multicultural cuisine options. If you’re not the dining
kind, then you’ll spot cosy coffee shops and enticing
ice cream parlours. On the entertainment front, the
seven-screen Grand Cinemas offers visitors the latest
films for all age groups with various language options,
from English to Arabic and Asian languages.
Fantasy and more
If parents wish to indulge in retail therapy undisturbed,
Mega Mall has one of the largest operating indoor family
theme parks in the UAE, based on an oriental theme story
built up to provide edutainment with a dash of mystery
and magic. Antics Land, as it’s called, is a mysterious land
full of surprises for the little ones. It encompasses a roller-
coaster, monorail, 3D cinema with latest animated flicks
for kids. A haunted house, flying fish, twister, tumbling
treasure and mini ferries wheel are just some of the many
thrilling experiences enjoyed not only by children but also
their guardians.
Loyalty Rewards
Aptly named, the Mega More Loyalty Programmeme
provides ongoing discounts in selected outlets while
constantly keeping the customers informed of the latest
promotions and sale sprees. Throughout 2011 loyal
customers have enjoyed a unique promotion where every
month a brand new BMW 316i was raffled off. Shoppers
were entitled to a coupon for every Dh 200 spent at Mega
Mall between March 1 and December 31, 2011.
No compromise
Mega Mall provides additional facilities for its visitors
with helpful services like ATMs and all-day banking
services, currency exchange, public payphones, indoor
and outdoor car parking facilities accommodating up to
1000 vehicles and convenient access to public transport.
Mega Mall is a must-visit destination for every
shopaholic who wants only the best things in life.
As a mark of respect and solidarity, the 40th anniversary celebrations of United Arab Emirates as a nation were as grand as it could get. From folklore,
to painting competitions and outdoor and indoor souks, Mega Mall welcomed guests from the public as well as different government departments
to join the celebration.
Rendering an unforgettable experience to adept shoppers, Mega Mall is one of the largest malls situated in the
Northern Emirates. It holds the most popular international, regional and local brands in its premises. The Mall boasts
a wide diversity of outlets with over 150 retail shops and anchor stores, seven-screen cinema, a family entertainment
centre and a food court with over 15 outlets, making it a one-stop spot for all the fun you want to have.
Tel +971 6 5746666
info@megamall.ae
www.megamall.ae

102. 104
MallDestinations
Arabian style retail therapy
Dubai’s popularity as the world’s premier shopping destination comes as no surprise
with more than 54 million visitors in only shopping malls in 2011, surpassing the
39.2 million visitors to the Times Square in New York City.Though there’s a surprising
assumption that if you’ve seen one mall, you’ve seen them all. With an overabundance
of global brands, each mall provides a different flavour of entertainment. Behold, the
majestically Arabian yet contemporary, Mirdif City Centre by Majid Al Futaim Group.

103. 105
Ecology and community
Being the first shopping mall in the region to follow eco-
friendly and sustainable construction techniques, Mirdif
City Centre proffers a spectacular architectural backdrop
to impressive options of retail and entertainment
concepts. With social mottos of community building,
MCC has dedicated areas medical clinics, spa, personal
grooming facilities and a fitness centre. Entertainment
zones for children, over 430 stores for grown-ups to
indulge, and gigantic food courts in every direction, this
is ‘the place for you’.
Ramp it up in style
With more than 260 stores all dedicated to fashion
and beauty, MCC is the only answer to every fashion
conundrum. Fetching a new wardrobe is now made
easy with an unusual blend of luxury, high street and
affordable casual brands at the mall. At MCC, vanity
knows no boundaries. Your expectations for products, be
it men or women, will surpass and you’ll be transfixed to
choose what’s best for you.
Food and fun
Many have outgrown the conventional food court
because of a lack of personalized experience. At MCC, a
new genre of gourmet dining within a mall has caught
everyone’s attention. With stunning interiors, impeccable
service and food presentation, you don’t feel like your in
a mall premises.
PLAYNATION, a unique interactive leisure zone for
children and adults, is always bustling. Bowling, rides,
I-FLY- Dubai’s first indoor skydiving adventure spot
and cute trolleys for cotton candy and juicy treats will
engage you in a theme park inspired journey. Parents
can leave their children busy and happy at AQUAPLAY,
an indoor water-based edutainment junction, and watch
a flick at VOX Cinemas. If nothing, the Central Galleria
at MCC always has stage shows with comic and mime
artists, dance performances, flash mobs and live music
performances to mesmerize you.
Tel +971 4 8006422
www.mirdifcitycentre.com
Did You Know?
Mirdif City Centre is the first shopping mall in the
UAE to be awarded the GOLD LEED certification for
sustainability in September 2011.
Awarded a Guinness World Record for the most
people painting simultaneously during the MCC’s
opening week, and as a part of its Community Art
Project, 481 students from around Dubai brought
their creativity together for a record attempt.
In November 2010, the mall was awarded two
international marketing awards, a gold and silver,
from the International Council of Shopping Centres,
for the Asia region. It is the only shopping avenue
from the Middle East to win such accolades.

104. Chapter 8
Luxury Lifestyle

106. 108
Luxury&Lifestyle
World class confectionary
for all ages
Regarded as the one of the most vibrant sectors in the Middle East food industry, the
confectionery market is worth Dh 300 million, records an annual growth of 10 percent
and predicts a rise to 16 percent by 2014. Candelite, a new confectionery and savoury
concept by Landmark Group, offers an extensive range of 2000 products and 100
brands, from over 20 countries.
Candelite, the exciting confectionery and savoury concept by Landmark Group, offers an extensive range of 2000 products and 100 brands, from over 20 countries.
Sweet success
Founded in February 2011, Candelite is the newest
feather in the Landmark Group cap, whose retail
turnover is estimated at USD 4.7 billion. With the growth
of the confectionery market approximated at 94.7
percent over the last six years, Candelite has entered
the area at an appropriate time, with a wide variety of
products on offer.
According to Vipen Sethi, CEO of Landmark Group,
“the decision to develop and invest in the confectionery
and savoury concept comes from the need to fill a gap
in the market and bring premium global brands that
offer exceptional value for money. The Landmark Group
is leveraging its solid retail strength to organize and
realise the business potential of this dynamic sector in
the region. Candelite is our unique treat to the Middle
East consumer and we are confident it will evolve as the
preferred choice across all age groups.”

107. 109
A little something for everyone
Candelite is divided into eight diverse sections, which
ensure a choice of treats for anyone. The sections
include Kiddy Delites, Funky Treats, No-Guilt Options,
Classic Delites, Gourmet Room, Snackin’ Around, Gifts
Galore and Chill Out Zone. With 19.5 percent of the
population currently living with diabetes, the store takes
health issues of Middle East residents into consideration,
which is the motivating factor behind the section ‘No-
Guilt Options’. The section contains a wide spectrum
of sugar-free, organic, gluten-free, low-calorie and
all-natural brands, which are put through a series of
stringent laboratory tests by their manufacturers and
certified by the respective regulatory authorities for
their nutritional value. The range represents almost 12
percent of the collection in the store. Another prominent
section of Candelite is the Gourmet Room, which boasts
high end chocolate brands such as ‘Rococo’, artisan
chocolates from the UK, ‘Divan’, gourmet Turkish
delights, and ‘Al Nassma’, the only camel milk chocolate
in the UAE Candelite’s Business Head Jani Viswanath
stated, “Extensive research of the confectionery and
Tel +971 4 809 5633
feedback.candelite@cplmg.com
wwww.candelitesweets.com
You need not compromise on health to experience the wonderful offerings from Candelite as it houses plenty suger-free no guilt options.
So much chocolate and so little time is exactly what one feels
when visiting a Candelite outlet in their nearby mall because there’s
something for every family member.
A prosperous future
The Landmark Group has rolled out four large-format
stores covering a total retail space of over 14,500 sq.
feet. This includes four large shop formats and seven
small format stores making a presence in different
shopping malls in the UAE With a starting investment of
USD 100 million, Candelite aims to open nearly 50 small
and large format outlets in the UAE, Kuwait, Oman,
Qatar, Bahrain and Saudi Arabia in the near future.
One can find a variety of organic options in chocolates and savouries
at Candelite, it’s what makes them refreshingly different and
unmatchable.
snack industry has gone into the making of Candelite.
We aim to cater to the eclectic choices of the
multicultural palate that defines the Middle East region.
We have selectively identified brands and products that
are healthy, nutritious and offer unmatched taste,”

108. Chapter 9
Fashion

110. 112
Secret of chic
Styling involves character playing. Conquering a slight coquettish flair by flouting
essential style rules is the ultimate poise for any woman with a love for fashion. If
you are devoted enthusiast, your heart is expected to skip a beat when you hear the
word S*uce. Under the vision of Zayan Ghandour, Fatima Ghobash and Dina Valrani,
the store characterizes fashion muses with its extensive couture mix.
Fashion
S*uce was never the one to follow trends, so when the first
store opened at the Village Mall in the February of 2004, its
tenacious spirit to be unique spoke through its ambiance
and décor. Overwhelmed by the response from the local
patrons, the expansion progressed towards the capital
city and by 2010, S*uce was ready for The Dubai Mall. A
store that breeds between Isabel Marant, Alexander Wang,
Thakoon, Vanessa Bruno, Zac Posen and many other
contemporary brands, S*uce has locally established itself
as a dominant base for transnational couture.
Fashion has a fickle personality; it is nervy and
impatient, sometimes, even nostalgic for the past, but
mostly leaning towards its fixation for new and improved
philosophies. S*uce’s brand mix supports this dictum. New
designers breaking into the scene are finding solace in its
brand equity. Fleamandonna, Deloris Petunia, Fairground
and Maria Lucia Hohan are a few of the regional
newcomers scheming under the patronage of S*uce.

111. 113
Often in Dubai, art and fashion entwine with one
another for higher cause. S*uce collaborates with the
Art Week, by Art Dubai the leading international art fair
in the MENA region held in the month of March every
year. Art Week positions this region as an arena for new-
fangledart production. S*uce has also involved itself with
different genre of eccentric artists like Fafi, LemaAlireza,
Polly Becker and Sugar Vintage. This foundation of a
meaningful association arises from the commitment
organisers of Art Week show towards the participation
of local art organisations, colleges, commercial galleries
and non-commercial spaces.
S*uce is where luxury meets panache. Conde Nast,
Forbes, Travel and Leasure and US Vogue are only a
few top scores in the list of publications S*uce has been
featured in. Whilst, awards like Emirates Woman Best
Independent Boutique of the Year Award in 2006 and
the Best Boutique at the Grazia style awards 2007, 2010
and 2011 are accentuating this tangible style portal’s
brand image.
Retail may have been where S*uce began, but it is
not where it ends. Serving as the distribution arm of
S*uce, Two Scoops was launched in 2010. A team that
bears 16 years of fashion trade show experience across
Paris, Tokyo, London, Milan, New York, LA, and Sydney,
along with a growing network of buyer relationships, Two
Scoops works closely with young designers to launch and
expand their brands both regionally and internationally.
S*uce’s constant drive to remain the finest sought-
after-fashion-forward store, leaves one wanting more
than they should possess.
A concoction of subdued flamboyance, exclusive style
sense, and a mysterious yearning makes an impeccably
dressed woman even more irresistible. A woman who
wears apparels from S*uce lives this dream; she is the
quintessence of full stop glamour in life.
Tel +971 4 3447270
www.shopatsauce.com
Dubai • Abu Dhabi

112. 1 Best of Dubai
Fashion
Passionately Pretty - NOOSH
The burgeoning fashion industry of the UAE largely constitutes to the revenue of the
nation. According to a new report by consultants AT Kearney, the UAE has the highest
fashion clothing sales per capita per year clearly signifying the audience appeal towards
luxury apparel. A name that embodies extravagance in fashion is NOOSH; with brand
identity of Passionately Pretty, this is established on the philosophy that casual doesn’t
mean boring and that formal can be striking without being over the top and high
maintenance.
Inspired by something as simple as coffee, the
woman behind NOOSH, Noora Alikhan found herself
drawn to sketching dresses over café lattes while
acquiring culinary expertise and practicing painting
in Florence. “There are almost no dresses in my
collections you couldn’t wear to brunch with your
friends and keep on through the day till dinner with.
That was especially important to me because it is
exactly what I felt was missing in my otherwise
flourishing wardrobe”.
While the ideation may have started with a
cup of coffee, the beautiful colours on the streets
of Florence stirred NOOSH’s aesthetic. Built on
Noora’s love for style that is effortless and feels
true to the person individuality, her description for
casual means simply ‘no-fuss wear’. To enhance her
natural flamboyance in fashion design, Noora took
courses from London School of Fashion and soon
after, NOOSH was launched in mid-2011 at a chic art
gallery in DIFC where the city’s glitterati got talking at
the avant-garde feel of the collection. Growing amidst
its up-close and personal fan-base, all their dresses
NOOSH
Much like the city of Dubai, Noora Alikhan combines both her
western influence and Middle Eastern cultural vision onto the
garments for NOOSH Couture.
Fashion
114

113. 2Best of Dubai
Tel +971 50 8410751
www.nooshcouture.com
are devised with meticulous ideas and modern art
concepts.
These dresses feel just as good on the inside as
they look on the outside. The detailing brought home
by Noora as beautiful memories from trips to Italy,
adds a precious touch with its sparing usage. “Little
luxuries, from soft linings to a beautifully unique
dress bag, I want someone to feel the love we put in
all the details,” says Noora.
Much like the city of Dubai, Noora Alikhan
combines both her western influence and Middle
Eastern cultural vision onto the garments for this
special collection. One of her notable collection is ‘Art
on Hanger’ that showed at the lavish Armani Prive
Club inside the Burj Khalifa and involved collaboration
with regional artists like Nik Nejad, Laila Masri, Tini
Meyer. “Sometimes I look at a painting and love it
so much that I want to wear it!” Encouraged by this
thought, the designer Noora Alikhan has created
this collection. Keeping up with four seasons of
luscious fashion, this designer has got the technique
of getting things right. The concoction of personal
favourites with a touch of prevailing design sense,
she experiments with fabrics, colours, styles
and embellishments expressing a playful side of
femininity.
“Little luxuries,
from soft linings to
a beautifully unique
dress bag, I want
someone to feel the
love we put in all the
details.”
Noora Alikhan
115

114. 116
Bringing together
the fashionable
With consumer spending rising by nine percent in 2010, the fashion market in the
region is progressing radically. One of the leading contributors to these staggering
numbers has been ‘United Designers’, a pioneering retail and fashion concept store
conceived by Yahya Stapic, in October 2011.
Fashion
With a clothing market worth USD 12 billion and
the highest per capita sales in the world, the Gulf is
emerging as the heart of the global fashion industry. In
2010, the UAE was ranked as the second most attractive
market for apparel retailers after South Africa.
According to a study conducted by the French Fashion
University Esmod - Dubai, the leading fashion institution
in the region, the surge in the Arab fashion sector is a
combined result of the emerging pervasive ‘mall culture’,
a robust retail fashion business; and a rising regional
interest in the world’s top designers and the growing
popularity of Arab designers. According to the survey,
one-third of the respondents claimed to be buying luxury
goods and were identified as one of the most energetic
consumers for designer apparel and accessories. With
no dearth of choice or brands, the cosmopolitan city of
Dubai particularly, has become renowned as a melting
pot of fashion brands.
Yahya Stapic, Founder and CEO, United Designers, inaugurating its very first store at Mirdif City Centre

115. 117
The first of its kind in the region, the United
Designers concept store located at Mirdiff City Centre
offers accomplished as well as upcoming fashion
enthusiasts, the opportunity to showcase their work
on a commercial level within the fashion industry.
Through specialized business support, a fashion
savvy team, multi-platform integrations, and a retail
counterpart, it provides the stepping-stone for local
and independent designers to realize their dreams and
discover new horizons.
“United Designers is the ideal platform for designers
to shine brighter and is not only about discovering
and nurturing new and existing fashion talent in the
UAE, but also mentoring so they can build their brand.
United Designers is the new generation of the UAE
fashion scene and we’re extremely excited about what
it means for the local fashion industry as a whole,”
says Yahya Stapic CEO and Founder.
The regional fashion scene is still unveiling but
statistics reveal that the industry is moving in the
right direction. Inspired by the desire to help realize
individual potential, and enhance the quality and
diversity of Middle East fashion, United Designers
is undertaking steps to emerge as a hub where
design philosophies are born and nurtured. The
boutique aims to showcase between 20-30 designers,
each with their own branded retail space, granting
customers access to creations designed exclusively
for the store.
Representing labels like ANAYA, ARAS Jewellery, Black
Apple, Dar Maryam Al Shaibani, Dima Ayad, Gaiora,
GRIN, Homa Q Abayas, KALA, Le Grana, Maison Rana,
Meher & Riddhima, nawá, poca & poca, Queen Abayas,
PONSOT prêt- à-porter, Rouge Couture and Shrekahnth,
United Designers plans to expose UAE audiences
to fresh, trendy, and exclusive creations catering
to individuals with diverse personalities, styles and
attitudes. Whether its women who walk on the fashion
edge or those who adopt a more conservative approach,
United Designers manages to strike the perfect balance
between modesty and extravagance.
Being born out of a CSR initiative itself, United
Designers believes in giving something back to society.
Working under the banner of UD Engage, the corporate
social responsibility initiative, United Designers aims
to interface with the creative community and promote
projects that help create socially, economically, and
environmentally healthy communities. By undertaking
initiatives that allow it to collaborate and engage with
artists, stylists, photographers, graphic designers, and
students on fresh and exciting projects, it is establishing
itself as more than just a commercial entity.
In the words of Stapic, “As a community inspired
enterprise, United Designers was keen to play an
integral role in the design field right from the outset. UD
Engage promises to give comprehensive support and
encouragement to artists, creatives and designers, on
all levels.”
Raising the bar for the fashion industry worldwide,
United Designers is inspiring young fashion aficionados
to pursue and realize their dreams and ambitions.
Tel +971 4 2514541
info@uniteddesigners.ae
www.uniteddesigners.ae

116. " Everything we do is guided by our clear core values of ‘Passion for excellence,
Integrity in everything we do and Commitment to all stakeholders.’ These values
guide us along the path to distinction and help us reinforce our standing as a
powerful business house and a beacon for Arab excellence."
Abdul Wahid Al Rostamani, Chairman, A W Rostamani Group
Chapter 10
Automotive

118. 120
Total commitment
There are currently many large business conglomerates in the UAE that started off
as small, family enterprises in the 1950s and 1960s. Through intelligent investment
and ambitious, strategic expansion, they have ridden the wave of growth in the
1980s, 1990s and 2000s into highly successful operations, not just locally but
regionally as well. Currently at the pinnacle of success, AW Rostamani Group is one
of those special businesses.
Automotive
From modest beginnings in 1965, Abdul Wahid Al
Rostamani has grown his business into one of the
largest and most respected commercial entities in the
region. By successfully blending Emirati hospitality
with international expertise, the AW Rostamani Group
now boasts a diverse network of strategically located
businesses, everything from real estate and property
development to logistics and lighting, to Arabian
Automobiles Company (AAC), the heart of the current
AWR Group.
“A successful business must be run on family values,
and you must treat your employees like they are family,”

119. 121
www.awrostamani.com
says Michel Ayat, CEO AWR Automotive. “If your
employees don’t feel like they are respected and valued,
why would they want to work for you? This belief is at
the core of the AW Rostamani Group.”
Michel Ayat began his career at AWR in 1990, and has
seen many changes and breakthroughs in the company
in the years since. “One of the major milestones for
AWR Automotive was in 1994, when Nissan established
a regional office here in the UAE. This brought the brand
directly to the market, where customers’ requirements
could be evaluated firsthand, and it allowed us here at
AAC to work directly with them as partners in the region,
which benefitted everyone.
“It became perfectly clear that to be successful
here, an automotive brand needed to have the right
combination of quality products, the right pricing, and
the best after sales service possible. Nissan and AAC
have been able to achieve this, and we owe our success
to this strategic partnership.” AWR Automotive now also
includes the Infiniti and Renault brands, with the AWR
Trading Company division handling storied British brand
Morris Garages (MG) and Zhengzhou Nissan Automobile
(ZNA), two exciting new Chinese-owned entries into the
Middle Eastern auto sector.
“When deciding whom to partner with, we always
look at quality as the number one determining factor
– both quality of product and quality of people,” says
Ayat. “After that, you must make sure you have a good
IT infrastructure, and finally, you need to grow and
maintain excellent customer relationships. If you do all
these things, the financials will naturally fall into place.
the helm, and His Highness Sheikh Mohammed’s focus
on quality and excellence in all areas of business is
always an inspiration to reach for the highest levels
of achievement. This is also one reason why our
Emiratisation programmes have been so successful,
and AWR currently employs many Emiratis in our HR,
CRM (customer relationship management), support,
procurement and finance departments.”
With such a push for excellence, it’s no surprise that
AWR’s goals for the future are ambitious. “Our main
focus in the immediate future is to invest in strong
opportunities in China and India to tap into the best
that is available in these burgeoning markets,” says
Michel Ayat. “Our main financial goal is to be a USD
2 billion-a-year revenue business by 2015. But, more
than anything else, our overall goal is to be known
universally as a ‘world class’ organisation in everything
we do, from our systems and processes, to our excellent
relationships with customers, to our support for and
investment in employees.”
For in the end, everything comes back to the people
who form the core of the company. “We invest in our
employees so they will invest in us,” continues Michel
Ayat. “We have programmes in place to ensure the
development and enrichment of our people, and we
believe that special recognition for excellent work is
very important as well. We want all our employees to
understand they have been a big part in our success,
and that they continue to be our most valued asset as
we head into a bright future here at AWR.”
Abdul Wahid Al Rostamani, Chairman, AWR Automotive
“This is an important lesson I’ve learned from
two very influential figures for me – Abdul Wahid Al
Rostamani, and His Highness Sheikh Mohammed bin
Rashid Al Maktoum. Mr. Al Rostamani has shown how
a family business can thrive with passionate people at
Michel Ayat, CEO AWR Automotive

120. 122
Ruling the
automotive landscape
“Very often, people will walk into the showroom and say ‘I want to buy a Nissan,’
when what they mean is they want to buy a Patrol,” says James Thomas, General
Manager, Marketing and Corporate Communications, Arabian Automobiles Company
(AAC), Nissan’s exclusive distributor in Dubai and the Northern Emirates. “That’s how
embedded both the brand and the Patrol itself are in the local culture and automotive
landscape.”
Automotive
It’s hard to argue that point. The Patrol is an iconic
vehicle in the UAE, with a history dating back to the
1950s when traders used to need them to traverse the
desert sands between, at the time, far-flung settlements
and airports, either transporting their families or
bringing goods to market. Now, of course, the UAE is
a fully modern country with highways everywhere, yet
the remembrance of those early days – and a passion
for power, style and comfort – keeps the Patrol in the
enviable position as one of the best-selling Nissan
models in the country, and one of the most recognizable
vehicles on the roads of the region.
Understanding the significance of the Patrol in UAE,
Nissan Motor Company’s product planners in Japan took
the bold step of actually designing the latest version,
internally designated the Patrol ‘Y62’, specifically for
the region, and even held the global launch at Abu
Dhabi’s Emirates Palace. The importance of that event

121. 123
Tel 800-NISSAN
www.nissan-me.com
was reflected by the attendance of mercurial Nissan
President Carlos Ghosn. The Y62 Patrol is now the basis
of a limited edition 60th anniversary version, loaded with
special features to celebrate a true automotive icon.
Happily for Nissan, while the Patrol may be iconic in its
own right, it certainly isn’t the only car with deep roots
and passionate owners here in the UAE. The ubiquitous
Sunny sedan has long been a mainstay for families as
it has always offered a winning blend of affordability,
spaciousness and comfort. Many Sunny owners are
repeat customers, drawn back by the quality and
durability they’ve come to expect from Nissan. “Sunny
owners are extremely loyal,” continues Thomas. “We
often hear from them that it’s almost as if their Sunny is
an additional member of the family.”
One of Nissan’s strengths is that it produces an array
of vehicles across a wide spectrum of the automotive
market. So while the Patrol offers rugged luxury, and
the Sunny affordable durability, the GT-R delivers pure,
unadulterated power with everyday drivability. With its
show-stopping design, the sleek GT-R has developed a
cult following in the UAE, with some local enthusiasts
starting the ‘GTZ Club’ in 2009 to celebrate the GT-
R, 350Z and 370Z sports cars. The club has grown
exponentially since then, and it has become a great way
for people of many different nationalities to meet each
other and socialize around their love of fast Nissans. The
group frequently organises events and road trips around
the UAE to spread the word about the driving excitement
that GT-R offers, and to share their passion for the smell
of high-octane petrol, burnt rubber and the sound of a
powerful engine.
Also extremely popular in Dubai, and around the
world, is the Juke, the game-changing compact
crossover launched in Dubai in late 2011. Praised for its
unmatchable styling, the Juke’s popularity has made it a
bit tricky to get a hold of, with AAC’s initial stock order
selling out as soon as it arrived in the showrooms.
And then along came ‘Juke-R’, taking Dubai by storm.
Juke-R has the styling of a Juke but with the frame
and engine of the GT-R supercar. It’s a powerful, funky
car, and with those attributes, where better to stage
its world premiere than in Dubai? Journalists from
around the region and the world descended on the city
in early 2012 to watch the ultimate crossover take on
three supercars in a head-to-head battle for supremacy,
beating them all handily – it’s all on YouTube too. The
Juke-R proved to be such a huge success that Dubai
residents are scrambling to figure out how to get one.
So while the present is shining for Nissan in Dubai, the
future looks just as bright. “Nissan sees the Middle East,
and especially the UAE, as one of the leading regions
for growth in the world,” says James Thomas. “With an
aggressive product plan featuring new models and a
strengthening of the brand’s position here, we expect to
be turning a lot more heads in the years to come.”
James Thomas, General Manager, Marketing and Corporate
Communications, Arabian Automobiles Company

122. 124
Inspired performance
“Every car Infiniti makes is designed and built around one simple concept: inspired
performance,” says James Thomas, General Manager, Marketing and Corporate
Communications, Arabian Automobiles Company (AAC), Infiniti’s exclusive distributor
in Dubai and the Northern Emirates. But Infiniti’s focus on luxury doesn’t end with the
vehicle – it extends to all aspects of the customer experience: product, centre and
service.
Automotive
Infiniti is a relative newcomer to the UAE, with the brand
launching here in 2004. Since then it has seen itself claim
larger and larger pieces of the luxury landscape, with the
2008 debut of the sleek and powerful second generation
mid-size crossover FX one of the major turning points.
“The market here loves the FX – it really took the market
by storm when it launched here and it’s still our best-
selling vehicle,” continues James Thomas. “In one sense,
you could say that the FX has become the ‘face of Infiniti’
in the region, and with a recent design enhancement
early in 2012 giving it an even more powerful, athletic
feel, things are looking better than ever.”
Also on the product front, Infiniti is defining itself with
more graceful and powerful offerings across all market
segments. The G Coupe, G Sedan and G Convertible
mix sensual, sporty designs with the high-quality and
State-of-the-art Infiniti Centre on Sheikh Zayed Road

123. 125
Tel 800-INFINITI
www.infiniti-me.com
individualized look that Infiniti is known for, while the M
Sedan offers enough luxurious power and presence to
rival even the most established names in the industry. On
the crossover front, the EX model comes in as the junior
partner to the previously mentioned FX, while rounding
out the range is the magnificently appointed QX, a true
luxury full-size SUV with an interior that can seat seven
comfortably and adapt effortlessly for any need.
But it’s not just the vehicles that define the company’s
USPs as a luxury automaker. Everything about Infiniti’s
‘Total Ownership Experience’ (TOE®) (a trademarked
customer handling process) is designed to deliver the best
possible customer service from top to bottom, something
James Thomas eagerly embraces and promotes. “It’s
really up to us here at AAC to deliver on the promise
of the Total Ownership Experience,” he says. “We fully
believe that customers are not just customers … they
are our guests, and as such, we offer them the highest
standard of service possible, and that means treating
them as our honoured guests when they come into the
Infiniti Centre. Buying a luxury car is about more than just
the car – it’s about the entire experience.”
One of the most significant ways that AAC and Infiniti
are investing in the TOE in Dubai is with the new, state-
of-the-art Infiniti Centre plus dedicated service centre
on Sheikh Zayed Road, which opened in 2011. As the
largest Infiniti Centre of its type in the world, it has
quickly become a noticeable point of reference in a city
already famous for its many architectural statements.
The Centre itself is a wonderful example of elegant,
contemporary design, while the lobby, lounge and
gallery areas all aim to promote a customer experience
far beyond that of the automotive retailing norms.
As Thomas aptly puts it, “AW Rostamani and AAC’s
company vision is ‘I CAN,’ which stands for Integrity,
Commitment, Adding value and never being satisfied.
If we’re not offering our customers the best customer
service we possibly can, then we’re doing something
wrong.” Nissan (Infiniti’s parent company) agrees.
AAC has been named a ‘Nissan Champion Distributor’,
awarded for the highest levels of sales performance and
customer satisfaction, for three years straight. “Being
named a Champion Distributor three years in a row is
a magnificent achievement, and it shows that ‘I CAN’ is
not just lip service. We ensure that all our employees
are passionate about the company and the products so
that they are willing to go that extra mile. Given that we
have an extremely high rate of customer retention for
the region, we feel that we’re on the right track, but of
course, we’re never satisfied.”
The future is now all about continuing the Infiniti
story, and working hard to put Infiniti firmly on the map
not just in the UAE, but in the entire region as well. With
the new quality and luxury standards being set now in
Dubai, it shouldn’t be long before everyone else in the
market starts following Infiniti’s lead.
James Thomas, General Manager, Marketing and Corporate
Communications, Arabian Automobiles Company

124. 126
Sleek and sophisticated
“Between 2007 and 2011, we more than tripled our sales,” says Claudio Camera,
General Manager, Dubai and Northern Emirates, Renault. Renault’s growth during that
period far outpaced the market, and it is now the fastest growing automotive brand in
the region.
Automotive
Renault has become a great success story in the UAE.
When AWR Automotive took over the brand in 2005
under the auspices of Arabian Automobiles Company
(AAC), there was only a small selection of vehicles
available, based mostly on what was then on offer in
Western Europe. In the following years, AAC worked
hard to expand Renault’s presence, evaluating the
available product range to determine the best models
for the local market, and branching out into other
channels, such as fleet sales. The result has been the
freshest product range on the market, with Renault able
to offer some of the best styling and safety standards at
extremely affordable prices.
“The main differentiators for us are safety and
value,” continues Camera. “Twelve of our models have
won 5-Star Euro NCAP awards, the highest possible

125. 127
Tel 800-RENAULT
www.renault-me.com
industry. In 2010, Dubai and Northern Emirates won the
award for Best Sales Performance in the GCC, and just
recently was awarded the Renault Dealer of the Year for
the GCC for 2011 from Renault headquarters in France,
a huge honour for Arabian Automobiles. “Winning the
Dealer of the Year award was very special for us,” says
Claudio Camera. “The whole team works extremely
hard and is passionate about the brand, and so to have
our achievements recognised globally meant a lot to
everyone here in Dubai.”
Buoyed by the positive results of recent years, Renault
is planning an aggressive campaign to grow volumes by
67 percent in 2012, and grow the business by opening
a new showroom and service centre in Sharjah to
compliment the current centres in Deira and Al Quoz,
along with rolling out plans to make sure Renault
vehicles are serviceable anywhere across Dubai and
the Northern Emirates, guaranteeing, as with all AAC
offerings, that customers will have unrivalled access to
services no matter where they are.
evaluation for safety in Europe. Many safety features
that are extras in other cars, or that will become
mandatory in the future, are already standard for
Renault. We’ve always been ahead of the curve.” But
with Renault, standard safety features do not equate
to a sacrifice of style. Cars like the Laguna coupe, and
especially the Megane convertible, demonstrate a sleek
and sophisticated European look that rival anything else
on the market, but at much more affordable prices.
Success in the fleet sector has had trickle down effects
to personal sales as well, as many people involved with
the vehicles at their company will either recommend
Renault to their friends, or else buy one themselves.
“Fleet customers are extremely knowledgeable,
discerning buyers,” says Claudio Camera. “They are
always trying to find the best balance between price and
value over a two-to-three year period. This is why many
companies in the UAE, including the largest rental car
company, have chosen Renault to include in their fleets,
because of the value our cars provide in that they only
need to be serviced once every 10,000 km. Renault also
backs up every vehicle we sell with a full three-year,
100,000 km warranty. All this, combined with AAC’s
already robust after-sales services, means our customers
know they are completely covered no matter what the
situation, and it’s why we’re seeing a very high rate of
returning fleet customers.”
One of Renault’s most popular recent models has
been the Safrane. Stemming from the Renault/Samsung
alliance in Korea, the Safrane was refreshed and re-
launched specifically in the Gulf in 2008, and by 2010
had reinvigorated people’s awareness of Renault. “The
new Safrane is now definitely our ‘pillar model,’” says
Camera. “It was the main choice of our fleet customers,
and the market is finding it highly desirable in terms of
its affordability and quality.”
All this success has not gone unnoticed by the
“We want to be in the top three of European brands
in the UAE by 2015,” concludes Camera. “By expanding
our footprint and launching great new models that fit
the region, like the all new Duster, we know that we can
achieve all our goals.”

126. 128
The next big thing
For decades, North America dominated the automotive manufacturing industry,
but countries like Japan and Korea were able to establish brands strong enough to
compete on the global market. China is currently positioned to be the next big player
in the automotive industry. Showing great vision, AW Rostamani Trading Company has
strategically partnered with China’s two largest automakers to bring the best of this
exciting new market to the UAE.
Automotive
Morris Garages
Morris Garages (MG), the iconic British automaker,
has been a true pioneer in the auto industry since its
inception in 1924. Taking that heritage and melding it
with modern technology and flourishes, SAIC (Shanghai
Automotive Industry Corporation), China’s largest
and leading automotive manufacturer with over 5
million vehicles sold in 2011, re-launched the brand
in 2008 with an eclectic line-up guaranteed to make
the difference by providing the absolute best value for
money available. MG offers everything from the funky
MG 3 hatchback to the sporty 350, 550 and 6 sedans, to
the ground-breaking, amazingly affordable luxury of the
well-appointed 750. AWR Trading is confident that MG
will be able to quickly find a place in the UAE market.

127. 129
www.saicmg.com/english/
www.awrtrading.com/ZZ/index.html
economy without sacrificing quality,” continues Rajkumar.
“With ZNA, we can offer well-made vehicles 20 – 25
percent less than the competition, and the fact that
we have such a high retention rate with our current
customers shows that they are very happy with their
purchases. We call this ‘sustainable value’, and it is ZNA’s
key strength in the market.”
M.K. Rajkumar, Director, AWR Trading
“We have a very strong belief in the MG brand,” says
M.K. Rajkumar, Director, AWR Trading. “We tested
these cars for over two years here in the UAE to ensure
that they would be a good fit for the country’s unique
climate, geography and consumer, and confirmed
them to be of European quality in both material and
manufacture. And, since MG is part of the AWR Trading
family, customers have access to the best after-sales
network available, with fourteen service centres across
the UAE. We’re confident that all these things add up to
a winning recipe for success.”
ZNA
ZNA (Zhengzhou Nissan Automotive Co) is another great
Chinese success story. Established in 1993, ZNA is a
joint-venture between DongFeng Group and Nissan and
builds both Nissan- and ZNA-branded vehicles, making it
China’s second largest manufacturer after SAIC. Nissan’s
investment ensures a strict approach to quality, with
all design and manufacture done in collaboration with
Nissan engineers, and most ZNA vehicles include Nissan
components.
AWR Trading’s main focus for ZNA in the region (they
are the distributors in the UAE, KSA, Oman and Iraq) is
fleet sales – everything from taxis, to driving schools, to
employee transport. ZNA’s main offerings are perfectly
suited to this purpose, with a range of vans, minivans,
pick up trucks and the unique “MPCV” (Multi-Purpose
Commercial Vehicle), a truck-van mix that offers great
hauling power and capacity.
“ZNA is perfectly poised to make a breakthrough in
the regional fleet market,” says M.K. Rajkumar. “We
also tested these vehicles here for two years, along
with sending our own technicians to China for on-the-
ground training to learn about the vehicles first-hand
from the people who design and build them.” While
quality is important, the main factor for fleet customers
is price. “Our customers are looking for the best possible
Future
Both MG and ZNA, which share an exclusive showroom
on Airport Road in Dubai, are poised for expansion in
the years ahead. “With MG, our goal is to be a major
contender in the UAE within three years,” says Rajkumar.
“We really feel that as the word spreads about these
cars, people are going to jump at the chance to own
such well-made vehicles at such economical prices.”
Much the same goes for ZNA in the fleet sector. As
Rajkumar puts it, “ZNA’s reputation for quality, safety
and durability – backed by Nissan – puts us in a strong
and privileged position. Combined with AWR Trading’s
leading after-sales network, customers simply can’t get
better value for money.”

128. Chapter 11
Real Estate

129. "Its tangible, its solid, its beautiful.
Its artistic, from my standpoint, and
I just love real estate."
Donald J Trump

130. 132
RealEstate
Survival of the fittest
In the past, the world witnessed the roller coaster ride of Real Estate in the UAE.
Thankfully, there are now better laws implemented to ensure trouble free home
ownership in the region. Still, many are trapped by unforeseen challenges when looking
to make an investment of such a kind. Behold SPF Realty, a successful collaborative
venture by the best minds in market.

131. 133
The programme provides supervision in maintaining
and managing the rented out properties throughout the
rental tenure to ensure hassle-free rental yield and add
lasting value to the property.
SPF’s reputation as a world class realty group has
been attested and enhanced by a slew of awards over
the years. Standing out at the Arabian Residential
Property Awards and being declared as the ‘Highly
Commended Real Estate Agency in Dubai and Arabia
region’ in 2011, has only reaffirmed clients’ faith in the
organization’s continuing efforts. Now recognised as the
UAE’s Best Property Portal, SPF realty is a culmination of
decade long experience and expertise, on its way to be
one of the best real estate companies in the region and
make a difference in the property business.
Touted as one of the best employers and the coolest
people to fetch you ideal properties, SPF Realty is
a trendsetter. A joint venture by Mahendra Singh,
Kalpesh Sampath and Ranjeet Chavan, who with their
combined strength and experience of 21 years in the
region have been running the organisationsuccessfully
since 2006. With the aim of developing an international
brand that facilitates the sale, purchase, investment
and management of property, the brand has succeeded
in delivering exceptional service and maximum returns
on investment to its stakeholders. Besides treading on
the path of commercial success and viability, it has also
equipped new investors with knowledge about the local
and global real estate market which has proved to be a
stepping stone to success.
Sprawling an area of 7000 square feet on Sheikh
Zayed Road, the organisationhas incorporated time-
tested elements to help arrive at correct investment
decisions for its clients. Investing in Real Estate is
often like walking on a minefield of uncertainties. SPF
Realty helps customers shift through this jargon and
make sense of the tricky game by putting together
a talented and experienced team of experts who
provide foresight and business acumen. Excellent
relationships, with UAE’s premier developers including
Emaar, Dubai Property Group, and other top firms in
the sector enables the organisationto offer the most
profitable options to its clients.
Consultants maintain up-to-date, in-depth information
about properties available for buying and enable clients
to buy the best holdings at the best prices. With the
demand for housing escalating speedily and supply
finding it hard to keep up, the organisationensures
that customers are informed about new and upcoming
projects at the earliest. Since SPF Realty is well
networked with Real Estate agents, developers and
mortgage companies, it is also able to make fast
dealings on property sales and provide clients with
profitable returns on their properties. To keep up with
the exploding landscape of the UAE rental market, the
organization’s database also provides clients with insider
information about the best rental homes, apartments,
villas, and modern town houses in prestigious locations
across the country. Enabling them to narrow their search
down based on price, location, and features, SPF Realty
stands to have the most comprehensive site in the UAE
and facilitates leasing options for its clients. In 2010, it
was awarded the ‘Best Real Estate Agency Website in
Dubai and Arabia region’, reinforcing its commitment
to offer a stress-free experience. Adding more value to
their superlative services, the organisationhas initiated
a Property Supervision Services for its property-owners.
Tel +971 4 3396222
info@spfrealty.com
www.spfrealty.com

132. 134
RealEstate
Carving potential imprints
With a stable economic growth in the past two years, Dubai’s economic outlook for
2012 is aimed towards a growth of 4.5 percent. In 2011, the Real Estate Regulatory
Agency (RERA) concluded the receipt of financial statements for 70 percent of all real
estate projects registered at RERA.
By constantly analysing the property market for new developments, trends and innovations, Footprint ensures their presence at the forefront. They effectively
provide periodic property reports that are distributed through their online mediums to all their customers.
Even though property advancement acknowledged in
the previous years is now showing signs of levelling out,
demand continues to keep the market spry and investors
flocking. Footprint Real Estate’s (FPRE) portfolio is
remarkably imposing, creative and assorted, ranging
from commercial and residential properties, to those
looking forward to investment ventures.
A Dubai-based real estate consultancy firm, FPRE
was launched in April 2008 with an earlier record of
successful private real estate investments and property
development operational in Sharjah since 2005.
Attributes that make them distinct in the real estate
market are their approach and their business model.
Driven by market research that signifies current needs
and latest trends, FPRE has never strayed from providing
unmatchable options to both small and big investors.
FPRE also caters to real estate fund management
companies in a bulletproof manner to provide valuable

133. 135
connect a customer with a property owner.
FPRE has been responsible for the selling and leasing
of copious properties located in Palm Jumeirah, Dubai
Marina, Emirates Hills, Springs, Meadows, Greens Al
Barsha, Tecom, Marina, Mirdiff , Dubai Silicon Oasis,
Business Bay, Jumeirah, Umm Suqiem, Dubai Motor City
and Dubai Media City.
In a market where client faces complacency amidst
real estate brokers and consultants, evolving customer
adherence and personalised approach at Footprint Real
Estate has been a major success facet for the company
and its long-term goals of making an impact in finding
the dwelling you always wished for while keeping every
penny’s worth.
insight into annual expenses and return on investment.
They thorough understanding of the market and
farsightedness can provide estimates on property
value in the future. They also remain in the loop with
community developments and suggest key locations to
invest your penny for reaping optimum benefits.
With sustainable economic development assured by
the discretion of prudent management, Dubai becomes
the perfect place to host their consultancy services.
The local economy is supported by sundry and open
market policies that encourage business confidence
and international investments. Geographically, it
is just four to six hours from various key regional
markets including India and suitably sited between two
universal hubs - Singapore and London. With its zero
percent taxation regime, significant infrastructure and
rising population, it is clear why Dubai is the land of
many global investment echelons.
FPRE lays its focus on invention and applies evolves
consultancy concepts, with the aim of building networks
and setting new standards in the market. Understanding
the diverse needs of each customer, the company
adopts new ways to enhance their work as a mediator to
In order to provide reliable services to customers, Muhammad Ather
Khawaja, Director of Footprint Real Estate, makes sure that his team of
consultants is a blend of nationalities, which helps them to adapt and
cater to cultural and language unique to clients.
The company’s team of senior property consultants is divided
according to their experience and expertise in each property division
covered, which includes commercial, residential and investments.
Tel +971 4 4308205
www.fphomefinders.com
www.facebook.com/fphomefinders

134. 136
RealEstate
Connecting buyers
and sellers worldwide
Although a young company by conventional standards, in its first year of operations,
Bridging Continents Real Estate Brokers (BCREB) has acquired a loyal base of local and
international clients. Having outshone real estate stalwarts in delivering results, what
drives BCREB is a family oriented approach and its ability to go an extra mile to help
you find the ‘perfect home’.
At the helm of this family owned, family oriented
company are two dynamic personalities – Jimmy
Bergeron and Tatyana Holkina. Their commendable
leadership and globalised perspective is due to their
diverse backgrounds; Tatyana is from Riga, Latvia and
has resided in Dubai for over 5 years now whereas
Jimmy, who is dual citizen of Canada and the USA, has
been in the region for 3 years.
Besides her degree in law, Tatyana has worked as a
real estate consultant in Europe and the Middle East for
almost two decades. Her meticulous attention to detail
ensures that the company adheres to all government
laws and regulations during any transaction. “I have
witnessed the ‘Golden Years’ in Real Estate, as well as
its ‘Dark Years’. I was confident that I could weather the
storm by being ethical, smart and savvy in my dealings,”
said Tatyana Holkina, COO Bridging Continents, on being
probed about the impact of the financial downturn on
her ambitions in Real Estate.
Jimmy Bergeron, CEO and Tatyana Holkina, COO with their team at Bridging Continents Real Estate.

135. 137
What makes a family different from another are
its members. Here is where BCREB is blessed with
hardworking, fun-loving and productive individuals that
carry the firm on their shoulders. As inspiring leaders,
Jimmy and Tatyana have infused a culture of ‘belonging’
and care about the staff both professionally and
personally. Respect trickles down to everyone keeping
them content and competitive.
At Bridging Continents, going ‘above and beyond’
the client’s
expectations
is the only
sustainable
way to do
business.
A recent
international
client received
all sorts of assistance for
visit visas, accommodation,
transportation and banking service from
the company. After conducting business the
client did voice his extreme satisfaction and
the recommendation reached his hometown in
Kazakhstan. Today, BCREB has frequent international
inquiries on property investments and purchase in Dubai
and boasts a burgeoning base of international clientele.
Jimmy and Tatyana are committed to the company
as owners and dedicated to each other as life partners.
“Business does challenge our personal relationship at
times but we navigate through tough times to emerge
as stronger people. We love being together, we love
working together and we love growing together,” says
Jimmy while Tatyana agrees on the same.
With an impressive first quarter in 2012 and
master plan to open offices in North America, Europe
and Malaysia by year-end, Bridging Continents is
unstoppable on the road to becoming the best real
estate brokerage firm in the region.
Jimmy, on the other hand, narrates a different story.
He gathered his skills on leadership, management and
strong sense of ethics from his 14 years of US Military
and International Security work. In 2007, Jimmy
established his first company in Canada. Alongside
owning several businesses world over, today, as
the co-owner of Bridging Continents, he brings his
entrepreneurial experience to devise a winning strategy
for BCREB.
Despite a plethora of real estate brokers in the
country, Bridging Continents stands apart in its
commitment to never waste a client’s time. The key here
is ‘value added’ customer service, which is hard to find in
this market. “Clients become family members and going
an extra mile for them seems worth it because their
positive feedback ensures our strive for excellence is not
in vain,” says Jimmy Bergeron, CEO, Bridging Continents.
Due to the unique blend of their expertise, Jimmy and
Tatyana have been able to troubleshoot at all times and
provide the client with immaculate options, be it renting
a studio or buying a Signature Villa at Palm Jumeirah.
“The moment that I most eagerly await is that warm
feeling our customers experience when they say ‘Yes,
this is the one’ and it lightens up stars during daytime
for us,” adds Tatyana. This emotion, she says, applies
equally to renters, homebuyers or investors, as they all
need to be convinced that it’s worth every penny.
Tel +971 4 4541172
www.bridging7continents.com

136. 138
RealEstate
Harbor Real Estate
As a holistic real estate service provider, Harbor Real Estate has been setting new
benchmarks for the property sector in Dubai since 2001. Based on innovation,
experience, and credibility, the organisation has been running operations successfully
with the aim that clients in search of property management, leasing, sales and
inspection solutions won’t have to look beyond Harbor.
With over 15 years of combined real estate experience
in the local and international domain, the Harbor
property management and transactional teams are well
trained to embrace change and offer quality services to
clients with absolute integrity and transparency. With a
strong desire to improve the way the industry operates,
the organisation is pioneering change throughout the
sector. Its result oriented approach that treats clients
as partners ensures that both the service and business
goals are accomplished fully and fairly.
It also offers intellectual, capital and technology
resources that develop and deliver superior analytical,
research and client service tools to help clients make
informed decisions and seize market opportunities in
order to receive a competitive edge. Enabling them
to steer through the investment process by offering a
complete solution right from inception to execution,
Harbor Real Estate has now become the purest form of
client representation in the real estate sector, assisting
clients in optimising their properties portfolios.
Encompassing advisory, marketing, sales, leasing,
property management and property inspection, Harbor

137. 139
the process for clients, Harbor has completed over 2,900
inspections till date and prepared in-depth assessment
reports based upon technical expertise and years of
experience in the industry.
Harbor Real Estate received a letter of appreciation
from the Dubai Real Estate Institute, the official training
and certification arm of the Dubai Land Department
and Real Estate Regulatory Agency for its ongoing
contribution to support RERA and DREI in elevating levels
of professionalism in the industry through its certified
real estate education programmes. In acknowledgement
and appreciation of its contribution, it also received
commendation from various reputed companies including
Emirates, National Bonds Corporation, ETA Star, Tameer
Holdings, TBWA/RAAD, ACI Accounting, The American
University in Dubai and so on. In 2010, Harbor was
awarded the best real estate agency in Dubai and
recognised as the best provider of real estate agency
marketing in Dubai and the Arabia region.
To reiterate its commitment to serve society, Harbor
also sponsors the Annual Unicef and Liberty Medical
Center charity event that supports children in need
Real Estate undertakes the entire responsibility to deliver
the maximum value and peace of mind to its clients.
Leasing and selling strategies that worked in the
past require an overhaul in today’s challenging real
estate environment. Harbor helps you match the
right properties with the right buyers and tenants and
formulates a professional, carefully planned, stress-free
and profitable approach that goes a long way.
With a portfolio of over 4,000 strata-titled properties
exclusively managed by Harbor Real Estate, Harbor is by
far the largest private property supervision management
firm in Dubai today. With a strong focus on innovative
operating and capital budgeting, cash flow planning,
result-oriented marketing and leasing strategies,
preventative maintenance and customer service, the
property supervision management takes the headaches
off clients’ plates. Day-to-day maintenance, property
marketing and leasing, tenant management, rent
collection, dispute resolution, legal representation and
registration and long-term capital planning are also taken
care of.
Investing in Real Estate is tricky business. To simplify
Tel +971 4 3251616
www.harbordubai.com
Property Management Services
Total Peace of Mind
 Optimizing your property value
 Maximizing your rent returns
 Owner protection
 Ejari Registration & legal representation
 Cost control & maintenance supervision
 Day to day property & tenant supervision
 Financial management & rent collection
Experience the best standards of quality and effective real estate
solutions with Harbor Real Estate.
Contact one of the Harbor property management advisors
on 04 325 1616 or 050 916 6543
Fishing for a Good Deal?
Contact Harbor Real Estate to talk to one of our consultants or
visit our webiste to view our large selection of good deals.
+971 4 325 1616 I www.harbordubai.com
all over the Middle East. In addition, Harbor provides
ongoing support to various charity organisations,
including but not limited to, The Shelter, Sheikh
Mohammed Bin Rashid Al Maktoum Center for Cultural
and Social Understanding, The Awqaf & Minor Affairs
Foundation and the Initiate to Motivate Foundation.
With lives becoming busier, and businesses trickier,
clients are in search of individuals and companies that
can be trusted and deliver tangible results in an efficient
and effective manner. With Harbor’s track record, there
is no doubt that it is and will continue to be one of the
leading companies in that circle of trust.
Harbor was awarded the best real estate agency
in Dubai and recognized as the best provider of
real estate agency marketing in Dubai & the Arabia
region.
To reiterate its commitment to serve society, Harbor
also sponsors the Annual Unicef & Liberty Medical
Center charity event that supports children in need
all over the Middle East. In addition, Harbor provides
ongoing support to various charity organizations,
including but not limited to, The Shelter, Sheikh
Mohammed Bin Rashid Al Maktoum Center for
Cultural and Social Understanding, The Awqaf &
Minor Affairs Foundation and the Initiate to Motivate
Foundation.
With lives becoming busier, and businesses trickier,
clients are in search of individuals and companies
that can be trusted and deliver tangible results in an
efficient and effective manner. With Harbor’s track
record, there is no doubt that it is and will continue
to be one of the leading companies in that circle of
trust.
T: +971 4 325 1616
www.harbordubai.com
Leasing and selling strategies that worked in the
past require an overhaul in today’s challenging real
estate environment. Harbor helps you match the
right properties with the right buyers & tenants and
formulates a professional, carefully planned, stress-
free and profitable approach that goes a long way.
With a portfolio of over 4,000 strata-titled properties
exclusively managed by Harbor Real Estate, Harbor
is by far the largest private property supervision
management firm in Dubai today. With a strong
focus on innovative operating and capital budgeting,
cash flow planning, result-oriented marketing
& leasing strategies, preventative maintenance
& customer service, the property supervision
management takes the headaches off clients’plates.
Day-to-day maintenance, property marketing &
leasing, tenant management, rent collection, dispute
resolution, legal representation & registration and
long-term capital planning are also taken care of.
Investing in Real Estate is tricky business. To simplify
the process for clients, Harbor has completed over
2,900 inspections till date and prepared in-depth
assessment reports based upon technical expertise
and years of experience in the industry.
Harbor Real Estate received a letter of appreciation
from the Dubai Real Estate Institute, the official
training and certification arm of the Dubai Land
Department and Real Estate Regulatory Agency
for its ongoing contribution to support RERA and
DREI in elevating levels of professionalism in the
industry through its certified real estate education
programs. In acknowledgement and appreciation
of its contribution, it also received commendation
from various reputed companies including
Emirates, National Bonds Corporation, ETA Star,
Tameer Holdings, TBWA/RAAD, ACI Accounting, The
American University in Dubai and so on. In 2010,
Feel the Harbor difference by contacting one of our sales or leasing consultants
on 04 326 1616 or visit our large selection of property at www.harbordubai.com
Trade License: 618031 I RERA Reg. Number 2004 I DCC Number: 1036702
Property Management Services
Total Peace of Mind
 Optimizing your property value
 Maximizing your rent returns
 Owner protection
 Ejari Registration & legal representation
 Cost control & maintenance supervision
 Day to day property & tenant supervision
 Financial management & rent collection
Experience the best standards of quality and effective real estate
solutions with Harbor Real Estate.
Contact one of the Harbor property management advisors
on 04 325 1616 or 050 916 6543

138. Chapter 12
Décor, Design
& Interiors

140. 142
Decor&Interiors
Midas touch to your property
Confidence is returning to the UAE Real Estate market as Dubai Land Department has
observed a steady increase in residential and business property transactions. Investors
and homebuyers now indulge in elevating the worth of their investment through the high
quality interiors and décor. One such supplier of superior quality finishing lines in building
materials is Ponti International.

141. 143
Zeki Farra started in 1974 as the General Manager for Al
Falah Building Materials and Trading Co. LLC, which was
under the ownership of his uncles. When Al Falah closed
in 2011, Zeki decided to renew the business of supplying
high-end European ceramics, kitchen furniture and more
under the flagship of his newly established company Ponti
International. Following are excerpts from the interview:
Why the business of finishing lines in building
materials?
I moved away from the family business of textiles, to join
my uncles in their business of supplying building materials
like cement, steel, timber, binding wire and so on. In a
competitive market, I realised the need to venture into a
niche market. I understood very early in my career, that
working on the top of the pyramid is more advantageous
than scouting for opportunities in lower grounds.
What makes your product different from
competitors?
Be it the Star Gate at Zabeel Park, the Holiday
Inn Crowne Plaza and even the Emirates Flight
Catering Services Unit, all these are testament of our
commitment to excellence. They have stood for decades
despite very high wear and tear and this highlights the
genuine reputable brands we represent.
And of course, your products are costlier.
On many occasions I have lostbusiness just because
people were thinking in terms of price brackets but on
the other hand I have undertaken esteemed projects
in town from people who knew they were buying at a
costlier price but they are getting their money’s worth.I
have secured projects despite my competition providing
building materials at cheaper rates. The client knows my
product is superior and it runs parallel to their vision.
What principles have kept you in business?
The one motivation I have: I want to thrive and serve
the market and my customers. In business you lose and
you win, but it’s your reputation that matters. I always
keep promises. There are many people in the market who
over promise and under deliver and I am lucky to have
the opportunity to thrive on their mistakes and keep my
promises though they are more realistic.
Tell us that one highlight of your career.
The day before Saddam Hussein attacked Kuwait, when
many people were struggling to keep their business
running, I received a LOC valued at Dh 3 million for Dubai
Cargo Village. That was the highlight of my career.
How did the financial downturn impact your
business?
When the recession hit the UAE, there was looming a
threat on the operations of Al Falah with a parabolic decline
in turnover. The company had overhead costs such as
showrooms and stock. From the lessons I learned during
tough times, I was able to devise a unique business model
for Ponti International to work on a project basis and
represent exclusive European brands in the region.
Zeki Farra, Managing Director, Ponti International

142. 144
Decor&Interiors Your success philosophy
Honesty, fairness, clarity and a little bit of luck blend to define my success philosophy. We represent the best global
brands in the business and are grateful to them for placing their faith in us. Not only have we brought quality products
to the Arab world, but have stood by our clients to serve and solve any problems they face. People trust us to add the
Midas touch to their property.
BRANDS
BRANDS
Iris Ceramica
Made in Italy, Iris Ceramica products are the best in
the world. Successfully sold and cherished in over 80
countries, Iris occupies the leading position thanks
to advanced technologies. Your love for ceramics and
finishing products will be satiated well with its range
of offerings. Different colours and superb quality, they
can stand the test of time and weather any storm.
All products are resistant to flexion, abrasion, frost,
chemical and stain proof.
FMG
FabbricaMarmi e Graniti constructs products conceived
to free the creativity of architects, designers and
planners by offering a large range of man-made natural
granites, stones, travertines and stones suitable for the
most widely varying applications, from major projects
to small residential contexts. This genuine innovation
today enables FMG to offer the international market
unique products.
Graniti Fiandre
Spearheading the concept of ‘Perfect Freedom’
in architecture, Graniti Fiandre has provided the
extraordinary in porcelain stoneware for over 30 years.
This ISO certified brand is the trademark of excellence
in the chemical industry. The brand highlights are
specialised ranges like ‘Marmireali’, ‘Pietre Preziose’ and
‘Granitireali’ that have attained a guarantee that lasts a
100 years.

143. 145
N & C Nicobond
The Nicholls and Clarke Group of Companies is a business
dedicated to the manufacture and supply of the finest
building materials. Founded in 1875 in London, it has
grown to become the largest privately owned English
manufacturer and distributor of fine quality tiles,
bathrooms and related products.
Zeyko
If you equate food to happiness and health, the place in
your home that needs your most attention is the kitchen.
Where work and play blend in perfection, a Zeyko kitchen
is the gem of the house. Having meticulously met high
standards for decades now, Zeyko is a testament to
the possibility of extraordinary performance at not so
extravagant prices.
Domus Linea
Motivated by changing demands of the market, Domus
Linea is committed to research and improvement of its
products. It’s slogan, ‘THE FORCE OF NATURE’ highlights
the company’s eco-friendly operations. It remains the
undisputed leader in the production of furnishings and
fittings designed by the fusion of elegance, class and
design.
Pedro Beltran
A family run brand for generations, Pedro Beltran is an
iconic name in the world of ceramics. The firm has grown
a great deal since its foundation, constantly evolving to
become a point of reference within the current Spanish
ceramics sector. It enjoys a fine reputation, and its
designs are extensively used, in several countries.
Tel +971 4 3807355
www.ponti-intl.com

144. 146
Decor&Interiors
An abode like no other
Not very long ago the UAE witnessed the rise of a mortar empire. With the world’s
most spectacular architecture amidst us, it is only fair to have interior furnishings
of impeccable design and quality. Overall expenditures in the interior design
industry skyrocketed to a USD 22.5 billion in the UAE in 2011. Carpe Diem, housing
internationally renowned décor ideas and products, is a hallmark of the art of stylish and
inspired living.
The Carpe Diem showroom in Dubai displays an inspired range of designs and fine craftsmanship from Grange– a collection preferred by those with impeccable
taste and an enthusiasm for exclusivity.

145. 147
Dubai now hosts its own ‘Festival of Interior Design’
and has welcomed international brands to offers their
collection to the diverse public. Bringing the finest from
the European continent, Carpe Diem offers world-class
furniture and professional interior design consultancy
services. Founded by Tania Willems in 2000, and located
in Jumeirah, this 6000 square feet villa showroom, gives
you a valuable dose of interior inspiration among its
blend of contemporary and classic styles of living.
Bespoke designs
As the sole supplier and retailer of bespoke furniture
brands like Grange, Carpe Diem is at the helm of driving
a new niche of inspired designs in furniture. Not only
does it cater to all your needs but brings an influence of
culture in your choice of home décor. “In decorating your
home spaces, priority should be given to comfort and
functionality. Aesthetics is the icing on the cake. Grange
does just that,” said Tania, whose passion for interior
design since childhood manifested into Carpe Diem.
Grange
With a zest to create flawless furniture for family homes,
Grange provides a wide range of elegant designs in both
classic and contemporary style. Established in 1904, the
brand continues its French cabinet-making tradition as a
creator and distributor of furnishings, endorsing century
old rare qualities of finishes leaving it trademark legacy
in every collection.
Choosing from the best fabrics, finishes, furniture
and a variety of fittings that create the personality of an
interior space, Grange creates the most beautiful abodes
that can transform the way you live and share your
space with loved ones. Devised with bold and vibrant
colours, Grange’s versatile pieces can give a stylish and
pleasant ambience to any living room.
Tel +971 4 3444734
www.carpediem.ae
Hand-made by skilled craftsmen, Grange furniture has always famed itself by the choicest collection of superb furniture in varied colours with each
piece sharing the unique legacy of originality and sophistication.
Grange goes green
New collections from Grange are a burst of creativity and
boldness with the traditions of French cabinet making,
safeguarding century-old expertise and the particular
qualities of rare finishes, while also paying respect to the
environment through its ‘green’ practices – an integral
part of its company culture. Grange relies on a network of
suppliers that abide by current social and environmental
legislation and are committed to improving their
environmental performance targets, use of ‘green certified’
spare parts, and no longer use polystyrene in their
packaging; switching to use of recycled materials only.
Recently, The Ermitage collection by GRANGE was
inspired by the furnishings of the Winter Palace in St.
Petersburg, Russia, home to the Tsars. The ornate Louis
XVI style furniture is emboldened by vibrant colours and
fluted mouldings found in royal chambers.
Carpe Diem has established itself as a place to
inspire peaceful, happy and stylish living as future
collections from Grange will make a deliberately unique
statement and perfectly express the brand’s ability to
combine creativity and tradition.
“What’s impressive is that modern lifestyle has been
incorporated into classical furniture. Their new TV units
are perfect for flat screens and consoles can house an
iPad too. And it only gets better every year,” added Tania.
In addition to its unique skill to combine originality
and tradition, Grange is recognised for its ability in
decoding popular styles to warm, modern interiors. As
a designer and merchandiser of furniture, Grange has
also taken inspiration from the historic icons such Marie
Antoinette, who in her time represented style, elegance,
flamboyance and classy living.

146. 148
Decor&Interiors
Fashion for the home
Vogue USA Editor Anna Wintour once said, “I’ve long believed that the eye runs
naturally from the catwalk to the kitchen.” Taking inspiration from fashion to design
or accessorise an interior space is Yasemin Richie’s forte; a Dubai based designer and
interior stylist and co-founder of Yasemin Richie London. Yasemin Richie London creates
exclusive artwork, home accessories and couture furniture fusing fashion trends and the
principles of interior design.
A striking print on a blank wall turns boring into inspired. An antique couch in a modern room becomes art décor. Originally from London, Yasemin Richie’s work is
inspired from what she loves – cultures, cities, fashion and films.
Yasemin Richie, originally from London, has an undying
passion for art, fashion and interior design. It is this very
passion that inspired her education at the Chelsea College
of Art & Design and the London College of Fashion, along
with the Interior Design Institute in London, and the
reason why she devised a unique career for herself as a
designer and stylist of interiors. Her passion is also seen
in her blog, which contains regular articles and posts on
fashion, interior design and art. Company values revolve
around the idea that it is reassuring and uplifting to be
in a well-designed space, especially one that stylishly
represents your tastes and personality.

147. 149
Yasemin Richie London deals mainly with a range
of home accessories and furnishings, with designs that
tend to be a fusion of classic shapes with nuances of
edgy, modern themes and contrasting imagery, with
a specific focus on British iconography which Richie
just cannot resist. The company started with the
successful launch of Yasemin Richie’s first home décor
art collection, and has grown ever since. The team offer
a wide range of limited edition home décor art, and is
regularly commissioned to create original artwork and
bespoke furniture for private clientele and corporates.
Fashion inspires a great deal of Richie’s work. “I like
to think of what I produce as fashion for the home,” she
said. “I love the challenge of making an empty space
come alive and giving it a personality,” she added while
also laying emphasis on being able to understand the
client’s need and lifestyle to design the space that is not
only beautiful but also practical to them, “There is no
point leaving a client with a beautiful interior that they
can’t use or that doesn’t suit their lifestyle.”
In addition to the artwork, Yasemin Richie London
design and produce unique furniture pieces. “We either
restore genuine antique or vintage furniture giving it
a modern twist or design and produce reproduction
pieces that are handmade using our locally based
team,” she stated. “As with all our products available in
the UAE, in an effort to support and develop the local
creative community, each element of a bespoke piece is
produced entirely within the UAE – from the carpentry
and printing of the unique fabric design to upholstery
and hand finishing the piece. We are also careful to
ensure that all materials are ethically sourced.”
Pop Art, fashion illustration, the art deco movement,
iconic architecture, street art, graffiti, and many
contemporary artists can be seen as influencers to
Richie’s design work.
Her experience in the film and music industries has
also molded her perceptions, and can be seen in her
upcoming collection, entitled ‘Story Lines’. ‘Story Lines’
is an exemplary collection, which uses classic films
as a medium to create accessories for the home. The
collection embodies the style of the film through colour
and recreates its visual impact on a particular accessory
or a piece of furniture.
Richie has successfully taken inspiration from UAE
culture to depict the modern architecture and also
weaved Arabic calligraphy in her collection called Letters
& Steel, which is a deconstruction of the art of Arabic
calligraphy on a background of metals giving it an
almost industrial feel.
Yasemin Richie London products and collections are
available in Singways stores in the Mall of the Emirates
and Jumeirah Beach Residence, and the Mood store at
Galleries Lafayette in Dubai Mall. Full collections can also
be found and purchased through the website.
Tel +971 50 9125400
www.yaseminrichie.com
Yasemin Richie

148. Chapter 13
Beauty & Wellness

150. 152
Beauty&Wellness
Refined wellness concept
Over the years, the simplicity of our traditional lifestyles has been overshadowed by
the complexities of modern life. To restore the simplicity of our traditional lifestyles,
Landmark Group’s revolutionary wellness concept, Balance Wellbeing 360, is working
towards maintaining our internal rhythm through lifestyle guidance and therapies drawn
from ancient wisdom and modern science.
Ayurveda, a healing system that originated in India
approximately 5000 years ago believes that the
entire universe is made of five elements- Air, Space,
Water, Fire and Earth. The five elements in the right
proportion in our food give us the balance of ‘Energies’
and govern all psycho-physiological processes
responsible for creating balance in the body, mind,
and soul. Several philosophers from other countries
had similar beliefs and eventually laid the founding
principles for a healthy lifestyle.
Spanning over 20,000 square feet on the third level of
Oasis Centre, Balance Wellness Club; crafts and presents
a perfect fusion of traditional Ayurveda concepts and
contemporary styles to cater to customised and wholesome
lifestyles. It aims to make wellness part of everyday life and
offers a 360-degree wellness philosophy that encompasses
all aspects of life including exercise, diet, counselling,
meditation, therapeutic massage, herbal therapies and a
number of life-changing solutions. It is dedicated to those
who are in search of peace, harmony and well-being.

151. 153
Visitors are given the opportunity to meet highly
trained Ayurveda consultants who discuss their mind
body health, identify underlying imbalances, analyse
their body type and make recommendations. A panel
of experts comes up with a programme of treatments
and therapies and helps fine tune every aspect of their
life from overall health to diet, activity, sleep, lifestyle
and emotional wellbeing, which is re-evaluated on a
monthly basis to match the changing scenario.
The Wellness Club also offers daily Yoga and Pilates
classes. Yoga is taught as a way of life and the
programme is customised to match specific needs.
Tailor-made Pilates, fitness recommendations and
coaching are also an integral part of the bodywork
focus. It also has a boutique with handpicked artifacts
and accessories from around the world, including
carefully selected natural skin and hair care products,
organic cotton clothing and accessories, yoga mats,
meditation pillows and incense.
The highlight of Balance Welbeing 360 is however,
the cuisine offered by the Balance Café which reflects
traditional styles of cooking, reinterpreted in a
contemporary manner by blending ancient Ayurveda
concepts, Yogic know-how and macrobiotic foods
with modern day wellness-oriented nutrition. Offering
a rare combination of health and affordability, the
meal plans from Balance Café eliminate the need to
measure calorie intake and portion sizes. As part of its
commitment to offer a unique yet convenient solution,
the café has recently launched the delivery of client-
specific meals to homes and offices as part of its aim
to help patrons enjoy a customised balanced diet.
Another major attraction of the club is its Spa,
Balance Wellness Club, which hosts 21 treatment
rooms and offers a wide range of therapeutic
Ayurveda and Tibetan massages, Hydrotherapy and
Middle Eastern treatments and European therapies.
Tel +971 4 3847010 /11
Info.balance@cplmg.com
www.balance-wellness-centre.com
With an experienced panel of experts giving
comprehensive recommendation, reputed and well
trained therapists, wide range of natural and organic
product and service offerings and affordable rates,
Balance Wellbeing 360 is indeed, the 21st century
approach to better living.

152. 154
Beauty&Wellness
A symbol of success
Founded in 2004, Bulandi Distributors FZE is a sister company of Tanzania based
Buniyad Limited, a leading trader of cosmetic products. Initially the company was
functional within a 545sqm warehouse starting with a single agency named Dark and
Lovely hair care products, a US brand. The organisation specifically adheres to the
requirements of African population in the UAE and MENA region.

153. 155
Tel +971 4 2352949
www.buland2trading.com
Businesswoman Harsha Bagia, a Tanzanian with
Indian origin, has been a primary motive behind the
establishment and consequent success of Buniyad Ltd
in Tanzania in 1993. With their constant marketing
strategies and customer focused approach, the
company made its mark across the UAE within a short
span of time.
Bulandi’s remarkable growth can be attributed to its
total commitment to provide customers what they need
in the most efficient way. “Our location in Jafza (Jebel
Ali Free Zone) has enabled us to meet our delivery
commitments efficiently allowing us to grow at such a
pace,” says Harsha Bagia, Managing Director, Bulandi
Distributors FZE.
As a part of their development plan, Bulandi initiated
its operations through a subordinate Buland 2 Trading
LLC situated in Deira, Dubai – the retail and wholesale
trading hub of the city. It has proved to be an excellent
source for traders coming to Dubai from different parts
of Africa and enables Bulandi to resourcefully reach out
to its clients. The company has incorporated various
brands to its portfolio since its launch and achieved
a substantial turnover of Dh 18 million in their first
business year.
By classifying consumer needs and requirements, the
company has integrated the finest brands in various
categories to effectively deliver quality products to
its clients. Currently, Bulandi houses over 30 brands
with more than 2,000 stock keeping units in different
product lines.
In addition to their industry base of hair care products,
Bulandi also deals in skin care and salon equipment.
The company lays its focus on a six point development
approach inclusive of availability, awareness, quality,
reasonable value, service and satisfaction.
Bulandi has exceeded the market growth by two and
half times when recession hit in 2009. The company
witnessed over 30 percent rise in its revenue during
that year, which comprises of 250 percent above the
estimated market growth in the sector at that time. In
the last seven years, Bulandi has achieved more than a
fivefold growth in its annual revenues increasing from
Dh 8 million in 2004 to Dh 60 million in 2010.
“We are aiming to achieve Dh 100 million in revenue
by 2012. All our efforts are geared towards securing this
formidable goal, which includes quadrupling our storage
capacity in Jafza, the backbone of our impressive growth
so far,” explains Harsha.
Buland 2 Trading is one of the leading cosmetics agent
and reliable partner to its distributors, wholesalers, retail
traders and commercial users in the Middle East and
African regions. The company’s key mission is to provide
its consumers with excellent quality of products and
expert services and caters to the needs of all who care
about their beauty.
As a future development plan, Bulandi intends to grow
their profile with the inclusion of various segments in
the cosmetic industry comprising of new brands in the
existing categories. “We want to be a single source of all
cosmetics for ethnic consumers in the GCC and Africa,”
says Harsha.
By classifying consumer needs and requirements, the company has
integrated the finest brands in various categories to effectively deliver
quality products to its clients. Currently, Bulandi houses over 30 brands
with more than 2,000 stock keeping units in different product lines.
Harsha Bagia, Managing Director, Bulandi Distributors FZE

154. 156
Beauty&Wellness
Creating lifestyle
changes for life
Living in this part of the world may get cushy for some, but for many it’s not good for
health and longevity. Forty percent of the country’s healthcare budget is gobbled up
in preventing diabetes and obesity. Defying the ‘obesogenic’ environment to inculcate
a better way of living is GO Exercise Solutions. Established in 2011, it specialises in
offering programmes in fitness, physical training and healthy living.
GO Exercise Solutions is a concept that is run by
the delivery of its services. According to Grant Go,
who is a fitness trainer by profession and founder of
GOES, ‘Fitness is a journey in people’s lives. Every
journey must start somewhere, and we are dedicated
to being there from start to finish. While we improve
the body, we must improve and strengthen the mind.
Our support, professional standards, and knowledge
provide the strong foundation for creating changes
within people.’
Living in the UAE, one is exposed to blatant fast food
advertising and thunderous discounts at the nearest sweet
shop. Furthermore, the promotion of electronic goods and
their rampant consumption has led to a physical inactive
generation with adverse health affects that come along. Go
Exercise Solutions is determined to help as many people
as possible reach beyond their fitness abilities and uncover
their full potential, and to create long lasting positive
changes that will enable people to get the best out of life.
The company’s primary goals are to work closely with

155. 157
Tel +971 55 3463436
www.goesfitness.com
the education system in the UAE and to formulate plans
to improve the knowledge of health education and fitness
abilities among children and their parents. The company’s
programmes are very result-oriented, and are designed and
reviewed by higher education professionals, before being
launched. These measures have enabled the company to
control the services being delivered by the trainers and
have earned a great deal of credibility.
A formidable part of GO Exercise Solutions’ business is
attributed to two key services offered by the company. ‘GO
4 LIFE’, which is a training programme, is a complete four
week package that includes training sessions, nutritional
diet plans and a guide, weekly educational videos, training
focuses on a daily, weekly, or monthly basis, full body
assessments, and world-class functional training tools for
faster results.
Champions Fitness Challenge, which is a training
assessment, is a multi-level assessment grading system
that tracks people’s fitness levels and gives everyone
a new goal to achieve every singletime. It consists
of five divisions: Entry, Competitor, Athlete, Elite and
Champions. Each person begins from the Entry level, and
has to achieve gold status in each division before moving
on to the next one. The Champions division is a routine
that will test an athlete in all areas of fitness. In addition,
services like fitness retreats, nutrition products, activity
groups, in-school physical training and personal training are
also offered.
The company has received tremendous positive response
from parents and individuals. It has taken an initiative
to launch a training programme in some of Dubai’s local
schools, where the parents can train three times a week
immediately after dropping off their children to school. This
programme saves a lot of time, and training is accessible
and easy. It also motivates the children to become
healthier.
When asked about his/her wellness mantra, Grant
stated, “No one can define me, no-one can tell me who
I can and cannot be,” and that is truly an extension of
what the company truly aims for-helping define healthy
individuals that lead a balanced life. The core motto of
GO Exercise Solutions is ‘fitness is a journey for everyone;
fitness is the gateway to a better way of living’.
Grant Goes, Founder and Trainer , Go Exercise Solutions

156. 158
Beauty&Wellness
Celebrating spectacular
grooming
The global beauty and grooming industry has recorded a growth of more than 4 percent
annually, with the Middle East beauty market making a turnover of more than Dh 3
billion. Beauty and grooming company NStyle International is one of the key players in
this industry, having spent a successful decade in providing premium grooming services
to its customers.
As a premium brand in providing beauty, grooming and wellness services, NStyle International is the first choice of those who wish to look good, feel great and stay
ahead of the times.

157. 159
charities, and their great work in offering education to
impoverished girls across Africa and Asia and assistance
to children with dire medical disorders that live in
combat zones,” said Bazzari.
“A decade after setting up NStyle International, I look
back at my journey as an Arab female entrepreneur
and feel blessed to have been able to give back along
the way to the underprivileged across the communities
we operated from and work closely with a range of
honourable causes.”
Tel +971 4 3398414
www.nstylintl.com
Established by Lama Bazzari in Bahrain in the year
2001, NStyle International is the umbrella company for
premium grooming brands NStyle Nail Lounge, NStyle
Nail Care, and Urban Male Lounge. The company
celebrated a prosperous decade in 2011, with a total of
15 branches in the UAE, Bahrain, Kuwait and Jordan that
cater to over 40,000 customers, both male and female,
per month. The company is defined by a luxurious and
hygienic store environment and exceptional customer
service. Stringent care of quality standards with a
creative and varied menu of services reflects the highest
benchmarks of expertise.
Due to the growing popularity and prosperity of the
company and its brands, franchise requests have been
pouring in from companies in Europe, Asia and the
Middle East and North Africa region. It aims to double its
store outreach by 2013 and enter new markets locally
and across the globe. The 40 member management
team proves to be a valuable asset to the company, who
efficiently control the staff of over 500 people who work
across the stores.
The brands under NStyle International have become
some of the most renowned brands in beauty and
grooming. NStyle Nail Care, which is a premium nail
care product range, was a bronze award winner at the
prestigious VIVA Beauty Awards in March 2011. NStyle
Nail Lounge, which is the focal point of the company,
provides services in luxurious and indulgent pampering
at affordable prices. The most recent and unique
brand in the NStyle International family is the Urban
Male Lounge, which was launched in 2006 as a project
to provide premium grooming services to the male
population of the UAE.
The driving force behind the flourishing success of the
company is undoubtedly the founder and CEO, Lama
Bazzari. In addition to being a prominent figure and
entrepreneur in the industry, Lama was also instrumental
in the empowerment of women and served as a mentor
to those women who seek to set up businesses of their
own. This led to the launch of an official programme in
corporate social responsibility, termed as ‘Give N Style’.
Over 1000 women participated in this programme, to
outstanding results.
“We continue to expand our official programme
of corporate social responsibility by donating funds
to notable charities such as Dubai Cares and PCRF
with full proceeds of two NStyle nail polishes, which
were introduced and named respectively after these
Want a ‘Me Day’ or a ladies afternoon out, there’s nothing like going for
the best manicure, pedicure and spa treatments in town. Head to the
nearest NStyle Nail Lounge to pamper yourself and de-stress.
Leading a burgeoning male grooming industry, the Urban Male Lounge
is the haven for men who need to look sharp and refined. The menu
is tailor made for businessmen who are on the move and even the
reclusive kinds.

158. 160
Beauty&Wellness
Wholesome wellness
If you wish to take a blissful and relaxed journey through Balinese, Japanese and Thai
ways of unwinding, visit SensAsia Urban Spas and indulge your sense in a graceful and
elegant, yet refreshingly Asian experience of well-rounded wellness.
“It all started one day in the midst of the hustle
and bustle of Hanoi, when I was in search of a lazy
afternoon to indulge myself. The idea was to create
my own sanctuary, since I had the perspective of the
ideal consumer,” remembers Salina Handa, founder of
SensAsia Urban Spas. “SensAsia Urban Spa has become
a reflection of myself. I wanted a hideaway; something
that could turn the city’s buzz into a purr.”
The SensAsia Urban Spas Experience has been carefully
designed to inculcate the ideals of privacy, effective
treatments and good quality ingredients; in order to make
it a calming and harmonious one. With four branches in
The Village Mall, The Palm Jumeirah, Emirates Golf Club
and the SensAsia Express in Mall of the Emirates, this is
a concept that is extremely passionate about pampering
and rejuvenation. Treatments have been arranged under
different categories, which are tailored to suit specific
types of people.
SensGolf, exclusive to the SensAsia Urban Spa at
Emirates Golf Club, is an array of treatments created to
suit an avid golfer; SensMama, which caters specifically
to pregnant women; SensConscious, which comprises
of anti-cellulite and body toning treatments and
SensJourneys, which consists of unique treatments from
diverse areas in Asia. Treatments also include a wide
variety of massages and facials, with the availability of
gift packages and group treatments, which are termed
under SensGifts.

159. 161
Tel +971 04 4179820
www.sensasiaspas.com
Helen Spearman, Deputy Editor of lifestyle magazine
What’s On, said, “A true urban retreat. One of the most
sensational spas in Dubai.” It is no surprise the spa
bagged the award for the ‘Best Spa Destination’ at the
recent Viva Beauty Awards.
Being a place that promises the most rejuvenating
experience, it is no wonder why SensAsia Urban Spas
is one of the best in the business. Remember to ‘love
SensAsia, as SensAsia loves you!’
Since 2004, SensAsia has made a mark in the
business of beauty and wellness in Dubai. They have
the distinction of being listed on SpaGenie, a website
giving information on some of the best spa deals in
Dubai. According to lifestyle portal TimeOut Dubai,
SensAsia is ‘a true urban spa that wouldn’t feel out of
place in down town New York’. Faye James, wedding
planner and founder of ‘The Bridal Makeover’, stated,
“When my brides feel the stress is just getting too much,
I always suggest the perfect antidote at SensAsia.”

160. Chapter 14
Medical & Healthcare

161. "We delight in the beauty of a butterfly,
but rarely acknowledge the transformations
it has experienced to achieve that beauty."

162. 164
Medical&Healthcare
Proof of a pioneer
The burgeoning global skincare and aesthetics industry looks rosy compared to other
sectors. According to ‘Skincare: Global Industry Guide’, the industry is expected to
grow by 21.4 percent annually till 2014 reaching a USD80,128 million. The Kalium
Group of Companies is one key player in the region that is growing from strength to
strength as pioneer in medical innovation when it comes to lasers and anti-ageing
aesthetics products.
Besides being a rapidly growing distributor of high
quality medical equipment, aesthetic devices and
skincare products, the company has established a strong
sales and distribution network in the region with offices
in Kuwait, Qatar, Saudi Arabia, Oman, Bahrain, Lebanon,
Syria and Jordan.
“Kalium strives to be the company of choice tosatisfy
the needs of professionals in the aesthetic medical fields
namely, dermatologists, plastic surgeons, laser and
skin specialists working in the Middle East. We achieve
this by tirelessly researching global innovations in the
market and ensuring that they have genuine value for
our growing network of clients,” says Nazih Khattar,
Managing Director, Kalium Group.
Kalium’s products range, which includes reputed
names like Nimue, Mesoestetic and Innosearch, is
not only world-renowned but also evidence-based
and innovative. It understands the importance of
promoting science by continuously exchanging
information, knowledge and know-how. As such, it
maintains open channels of communication between
globally valued practitioners and the products it
represents through their well-trained sales and
marketing teams.

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Laser technology
The global aesthetics market has witnessed the rapid
evolution of laser technology for anti-ageing and hair
removal – which contributes to over 40 percent in the
field of aesthetics entirely – recent market trends have
also indicated that body and facial contouring are also
rapidly gaining momentum. “Specifically for hair removal,
the gold standard equipment is the Diode laser,”
mentions Khattar. Ninety percent of practitioners agree
with the same and recommend it as the most successful,
reliable and effective laser treatment on the market.
Additionally, the Diode is FDA approved and remains
the best choice for hair removal with a high penetration
depth that does not compromise melanin absorption and
yet is safe for all skin types.
Tel +971 4 282 2209
kaliumdubai@kaliumgroup.com
sales service to clients and practitioners. Technical
emergencies are taken care of within 24 hours by
the regional support team on call. However, like any
thriving organisation, Kalium does have its share of
challenges in a diversely competitive market such as the
UAE. Often found playing the role of educating clients,
aesthetic practitioners on misconceptions, Kalium has
the knowledge to deal with information manipulated for
driving sales. “There are unscrupulous agents selling
unregistered products here. Not only does this pose a
health hazard but tarnishes the scientific credibility of
the industry,” Khattar expresses his concern.
As the global aesthetic industry thrives, Kalium continues
pioneering in medical aesthetics and anti-ageing. Khattar
is confident about his set-up, “Our role is not merely to
sell laser equipment and cater to demands for anti-ageing
treatments, but to equally facilitate a seamless after-
sales process and allow sophisticated evidence-based
treatments flourish. This enhances the medical landscape,
improving the services our clients provide and the value
we bring to the market,” he concludes.
Nazih Khattar, Managing Director, Kalium Group of Companies
New progress
With the advent of Soprano XLI Diode Laser System,
aesthetic hair removal has achieved what was
considered impossible. An innovative product from Alma
Lasers Limited, (USA) delivers effective and result-driven
treatment for permanent hair reduction, no matter
what the skin type. Khattar takes pride as a distributor
of the Soprano due to its gold standard 810-nm diode
and Alma’s In-Motion TM Technology to deliver uniform
energy on the body part to be treated. Through gradual
dermal heating, the laser impacts the hair follicle and
reduces hair regrowth. “And the icing on the cake is that
it is guaranteed to be pain-free,” he adds.
More from Kalium
The company’s supplied lasers are CE marked and FDA
approved and registered with the Ministry of Health.
“We have sourced these premier solutions for variety
of treatments including skin/photo rejuvenation, skin
tightening, vascular and pigmented lesions and other
conditions like spider and varicose veins, psoriasis and
so much more,” Khattar explains.
Operating for almost a decade with eight offices
in the Middle East, Kalium boasts a strong post-

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Medical&Healthcare
Aesthetica: Look forward
to yesterday
Aesthetic medicine has come a long way since it became recognised as a discipline
two decades ago. Far more than a preoccupation centred on obliterating wrinkles;
nowadays it is as much about achieving a radiant complexion and maintaining optimal
glow overall. As the boundary between cosmetic surgery and non-invasive aesthetic
treatment continues to blur, there is one pioneer who champions the cause of evidence-
based approaches to create a sense of harmony between the two.
Regionally recognised expert Dr Maria Angelo-Khattar
brings a scientist’s touch to this rapidly evolving plethora
of methods designed to preserve, enhance and rejuvenate
face and body. As the founder and driving force behind
Aesthetica; a result-orientated chain of clinics offering gold
standard aesthetic treatments designed to achieve visible
outcomes with a natural effect. A highly experienced
practitioner, Dr Maria and her team of expert practitioners
are the first in the region to introduce a plethora of
procedures such as Accent Radio Frequency, Ellanse,
Organic Peel, Photopneumatic Therapy, Autologous
Cellular Rejuvenation to name a few. With a wealth of
innovative technology at their disposal, they have found
ways of overlooking the limitations of chronological age by
focusing on reducing biological age instead.
By advocating that patients should incorporate these
minimally invasive techniques into the pattern of a
healthy lifestyle based on balanced nutrition and physical
activity, the prospect of looking and feeling great at any
age becomes attainable.
The clinic offers unique solutions within five main
categories: skin refining, facial contouring, body reshaping,
acne treatments and permanent hair reduction, ultimately
attracting a wide range of clientele. “Statistics have shown

165. 167
that better looking people are at an advantage in the
professional arena and this is the main reason why more
people are now opting for aesthetic procedures”, she says.
Simple, regular facial contouring, in contrast to radical
surgery, is able to easily curb the effects of a stressful
or unhealthy lifestyle whilst avoiding the invasive and
time consuming effects of the scalpel. “As a solution to a
problem that used to seem unsolvable - until recently - it is
both intelligent and artistic”, she added.
However, remaining true to its origins and needs of
their clientele, Aesthetica adapts and grows with Dubai’s
ever-moving cosmopolitan lifestyle, remarkably by
building on the initial concept of a ‘lunchtime peel’ by
adding increasingly more sophisticated procedures to
its service portfolio. Having had enormous success with
non-invasive procedures, Aesthetica’s natural expansion
is to reposition itself as a one-stop shop for aesthetics
with anti-ageing solutions to include plastic surgery,
Dermatology, hair implants, Sclerotherapy, bio identical
hormone replacement and other related procedures at
the vanguard of science.
Take Autologous Cellular Rejuvenation (ACR) for
instance. Considered as one of the most innovative
emergences in aesthetic medicine, this technique
harvests and re-injects the patient’s own platelets (the
cells responsible for skin regeneration) back into the
skin. Remarkably successful for alleviating dark under-
eye circles and depressions, this is a revolutionary
procedure towards a problem previously unsolvable.
Dr Maria also advocates the judicious use of new
generation collagen stimulating fillers such as Ellanse’,
which ultimately replenishes the skin’s lost lift and
strength as “this concept of the body being stimulated to
build volume through soft tissue regeneration is a very
natural and appealing solution to many.”
Although renowned for its dedication towards anti-
ageing medicine, Aesthetica is a leader in treating more
serious flaws such as surgical trauma scars, and the
clinic’s commitment to a personalised service. “We are
always conscious of the distress that even the tiniest
facial flaw can potentially create, this is why problems
are addressed with confidence, in confidence,” Dr Maria
explains, reinforcing the clinic’s philosophy.
Not only destined to merely rejuvenate the face,
Tel +971 4 342 8383
www.aestheticaclinic.com
Dr Maria Angelo-Khattar
Aesthetica offers technologies to transform the entire
body with an extensive range of body reshaping and hair
removal treatments to create a harmonious silhouette.
With the aim of eradicating unwanted lumps and bumps
for instance, Dr Maria’s most sought after head to toe
treatments include laser and injection lipolysis and the
Accent Radiofrequency device that targets fat deposits
and cellulite.
Aesthetica embraces sustainable expansion and
remains a thriving pioneer in the domain. Dr Maria is also
the Director for the Aesthetic Anti-Ageing Fellowship by
the American Academy of Anti-Aging Medicine. Recently,
the Fellowship Certificate Training course was held at the
Aesthetica Clinic in Dubai Healthcare City. Through four
days of intensive learning, physicians from all over the
world attended the training seminars designed to help
them reinforce their Aesthetic Medical practices. Being the
only centre sanctioned to offer this Fellowship outside the
US, Aesthetica continues to progress with internationally-
accredited solutions to aesthetic and anti-ageing wellness.

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Medical&Healthcare
Innovative beauty
enhancement
Medical Aesthetics and cosmetic surgery are now considered the premier solution to
sustaining ethereal youth, with a multitude of remedies on offer to deliver stunning
improvements, achievable to all. Striking the perfect balance between medical
excellence and luxury, Dermalase Clinic offers the chance to turn the proverbial ageing
clock gracefully and in style.
When time and gravity start to take their toll, this
exclusive, result-orientated beauty enhancement clinic
is the first port of call. Specialising in minimally invasive
treatments including skincare, laser treatments, botox
and fillers, clinical dermatology, as well as plastic surgery,
Dermalase engages in the best that the industry has to
offer - all under one roof. Nestled in the heart of Jumeirah,
care and precision is at the heart of the clinic’s philosophy.
“All Dermalase’s minimally invasive treatments are
carried out from the up-market clinic’s safe and tranquil
Jumeirah villa, which boasts seven treatment rooms and
a dedicated and highly-qualified staff of 14 – including
experienced doctors, nurses and practitioners,” ensures
Operations Manager Natasha Bennett. The well-being
and comfort of their patients presides as the clinic’s
top priority by “utilising only FDA and or CE marked
equipment and scientifically-proven products,” adds
Bennett. The finishing touch is that, “all procedures are
performed in a highly-personalised and luxurious setting
in one of Dubai’s most popular and easy-to-access

167. 169
locations,” only enhancing the groups’ stellar reputation.
The team is credited with an outstanding accumulation
of experts in the field, notably Dr Qassim Ahli (M.B.B.Ch)
who specialises in plastic surgery, botox and fillers
and Dr Ali Singel (LRCSI, LRCPI, M.B.B.Ch, NUI, DDsc,
MSc, MD) who specialises in dermatology. Their subtle
technique and talented touch have made the vast range
of surgical procedures on offer, including rhinoplasty,
liposuction and facelifts, highly sought-after by clientele.
In addition, Dermalase also branches out to cater
to clinical dermatology, with several accomplished
aesthetics practitioners on hand to tackle all different
signs of ageing and acne conditions. Combined with
state-of-the-art equipment, the team uses their savoir-
faire to reduce lines and wrinkles, redefine contours
and tighten tone and texture. Culminating in the perfect
facial pick me up, Dermalase pledges their allegiance
only to the elite, scientifically proven skincare products
of Nimue, Mesoestetic and InnoSearch for instantaneous
results to guarantee a youthful fresh complexion and
customer satisfaction.
Tel +971 4 3497880
www.dermalaseclinic.com
Natasha Bennett, Operations Manager, Dermalase Clinic
Always meticulous to the finer details, Dermalase’s
intensive hand treatment and combination neck
treatment work wonders for targeting these notoriously
difficult yet often the first visible signs of ageing.
The clinic has the highly effective Soprano laser hair
removal machine, to help remove unwanted hair from
the underarm and bikini areas and highly efficient skin
peeling treatments.
However big or small the procedure, this is a clinic
with a difference, bearing in mind cultural differences
and patient care without losing the essence of luxury.
“Dermalase’s multicultural and multilingual staff are
trained to re-enhance patients’ beauty, utilising state-of-
the-art equipment and procedures practiced under very
high ethical standards,” a perception in succinct harmony
with Dubai’s status of prestige and luxury.
The clinic’s defining feature is their combination
packages. Clientele are often in hot pursuit of the
mixing and matching of the various treatments for an
individualised programmeme, a concept adhering to the
group’s philosophy of conscientious personal attention
and dedication to the patient needs.
Ever popular is the Body Treatment package, using
highly effective CO2 therapy combined with Accent Ultra
and LipoDissolve treatments. With Accent Ultra being
the most advance body reshaping workstation, it is non-
invasive and uses ultrasound energy to treat cellulite and
fat reduction. Alongside the CO2 therapy, this treatment
is able to target stubborn cellulite, reduce rough skin,
stretch marks, fat deposits and loose skin resulting in a
smooth, refined silhouette.
A radiant, smooth complexion is a worthwhile
investment, so look no further than that of the
combination eye treatment as a starting point.
Synchronised pixel resurfacing, cell therapy and eye
rejuvenation, using the most advanced technology and
Mesoestetic products; this combination is the key to
banishing fine lines, wrinkles, loose skin, dark circles and
depressions in the hard-to-reach and delicate eye area.
Dr Qassim Ahli (M.B.B.Ch) who specialises in plastic surgery, botox
and fillers at Dermalase Clinic
Dr Ali Singel (LRCSI, LRCPI, M.B.B.Ch, NUI, DDsc, MSc, MD)
who specialises in dermatology at Dermalase Clinic
Dr. Qassim Ahli (M.B.B.Ch) who specialises in plastic surgery, botox
and fillers at Dermalase Clinic

168. 170
Medical&Healthcare
Pioneering healthcare
A recent edition of the Edelman Health Barometre study elaborates on ways healthcare
is taking front seat in the UAE with 32 percent of Emiratis describing their health as
excellent, and 27 percent of expats saying the same, compared to only 14 percent
globally. With a vision of a healthy UAE, Liberty Medical Group has maintained pioneer
status in medical services for over 13 years in the region.
Liberty Medical Group has helped the people of UAE
preserve what is the most precious asset – our health.
The network focuses on providing quality medical care
services, and has now introduced a medical, and research
and training centre in addition to the dental clinic that
has been running since its inception. In 2005, driven by
unsurpassed growth in the number of patients and fueled
by a passion for continuous development, the dental clinic
was relocated to its new spacious premises in Jumeirah.
Today it boasts eight branches and over 14 renowned
dentists covering all dentistry fields.The new medical
centre is hoped to boost the credibilityand reputation of
the brand as it continues to carry and build its heritage.
The founder & managing director of the Liberty
Medical Group, Dr. Majd Naji, has earned his position
as the most celebrated cosmetic dentist in the Middle
East as he continuous to push the bar by delivering
exceptional leadership and developing tireless initiatives
and innovations. His experience, contacts, passion and
reputation plays an integral part in ensuring that this

169. 171
evolution accomplishes the ultimate vision of LMG being
the most renowned private hospital in the Middle East.
An organisation that serves both, its patients and
employees is sure to tread on the path of success.
LMG assures patients of professional, compassionate
and empathetic services and employees of a rewarding
and encouraging atmosphere that acknowledges and
appraises their efforts and commitment.
“We have an opportunity in which we can set a new
benchmark in health care, in which we can truly reform
how medicine is practiced and delivered. And we need
to do it right. It is a great responsibility. It is a great
opportunity,” said Dr Majd Naji. His philosophy on
patient care is twofold. In addition to providing the best
available care, he is dedicated to educating his patients
and introducing them to the latest developments
in the dental cosmetic field and utilizing the safest,
least invasive and most advanced treatment methods
to produce the best results. With the larger goal of
contributing actively to the growth and well being of the
community, LMG continues to accomplish more than it
set out to do.
“We are determined that the community we serve
benefits from our success and we translate this
determination to practice, by engaging in various
initiatives, programmes and charity causes aimed at
social welfare, health care and the underprivileged
sections of our society namely children”, said Dr Majid.
Based on the pillars of leadership and excellence,
passion and innovation, exceptional service and
nurturing staff, the centre hopes to achieve operational
and clinical excellence, pursue learning and innovation,
gain advocacy and market share, maintain financial
health and emerge as a positive and proactive corporate
citizen. Sticking to the highest standards of safety,
the centre offers its patients and their families a cozy
and comforting experience. The hope is that it will
be recognised as a leading medical organisation that
delivers and promotes innovation in quality care.
Tel +971 4 395 5009
drmajd@lmg.ae
Dr Majd Naji, The Founder and Managing Director of the Liberty
Medical Center.
In the drive to constantly improve its services, it
aims to develop and deploy structured communication
programmes and initiatives that will build awareness,
familiarity, comprehension, engagement, loyalty and
advocacy. The group, in association with several
universities and institutes has also organised high
standard academic programmes, courses and
conferences to educate people at large.
Improving the lives of patients and their families is at
the heart of everything LMG does. That was the promise
made by Dr Majd Naji when he founded LDC in 1998. It
is a promise reconfirmed by the institution every day.

170. 172
Medical&Healthcare
Transforming health
Healthcare in the UAE continues to enjoy robust growth, despite global vicissitudes. With
the rapidly growing health challenges in the region, medical institutes are constantly
evolving to meet individual needs. Founded by Dr Graham Simpson, Eternity Medicine
Institute (EMI) is one of the first healthcare providers in the world whose standard
practice is to execute a practical, concierge-styled age management programme to
address and improve over 500 health indicators and bio-markers.
With a vision statement of transforming health through
knowledge and wisdom, EMI provides its patients with
expert advice on the negative metabolic, functional and
anatomical trends, which are overlooked in their bodies.
The institute delivers a medical model allowing clients
to implement the best of age management diagnostic
and therapeutic programmes. Equipped with the most
advanced diagnostic screening technology in the world,
EMI provides the world’s most comprehensive evidence-
based therapeutic treatment programmes for cardio-
metabolic disorders, erectile dysfunction and other age
related problems. In addition, the institute also offers
nutrition, diet plans and hormone replacement therapy.
Eternity Medicine Institute is breaking new ground
for patients by introducing Bioidentical Hormones
to the region, which are used to treat a host of
conditions including menopause, andropause and
cardio-metabolic disease. The Institute is the first
licensed distributor of Bioidentical Hormones and their
production is currently underway in a compounding

171. 173
pharmacy located in Dubai Healthcare City.
Dr Graham Simpson M.D., Chief Medical Officer of
the Eternity Institute, which is located at Dubai Marina,
says “Many women have told me that they had been
struggling to acquire Bioidentical Hormones, so to see
them safely licensed here is a great step forward. We
often think of replenishment of hormones in terms of
just treating menopause, but it is also of great value
in the fight against cardio-metabolic diseases, which
ranks very high in this region. At Eternity, we advocate
a proactive role to healthcare. The license of the
Bioidentical Hormones together with our state-of-the-
art health screening and our belief in making sensible
lifestyle decisions could well make many lives more
fulfilling, and indeed longer.”
EMI is also now a landmark of excellence in the USA.
Eternity situated in West Los Angeles with a 3,200 sq
foot facility, housing advanced diagnostic equipment, it is
positioned to lead in vanquishing cardiovascular disease.
Tel +971 4 4508181
www.eternitymedicine.com
Dr Graham Simpson, Founder, Eternity Medicine Institute and
Medical Director of Eternity Medicine Institute International.
Graduated from the University of the
Witwatersrand Medical School in Johannesburg,
South Africa, Dr Graham Simpson is board
certified on Internal and Emergency Medicine.
Besides being a licensed homeopath, he is
a founding member of the American Holistic
Medical Association (AHMA). Moreover, he is the
author of Wellman (live longer by controlling
inflammation 2011), co-author of Spa Medicine
(Basic Health, 2004) and has taught as an
assistant professor of medicine at the University
of Nevada, Reno. In addition, he is also certified
in Age Medicine by the Cenegenics Education
Research Foundation and remains a consultant
for the Cenegenics Medical Institute.
The GCC healthcare outlook
According to Alpen Capital, the GCC healthcare market
is expected to grow 11 percent annually and is on a
‘high growth curve’. Healthcare expenditure is projected
to rise to USD 43.9bn by 2015 from an estimated USD
25.6bn in 2010. Outpatient and inpatient markets are
expected to account for 82 percent and 18 percent,
respectively, of the overall market size. Currently, almost
USD 14bn in healthcare-related projects are underway
across the GCC, with the UAE alone accounting for 20
percent of those expenditures.
The 37th edition of the largest healthcare event in the
Middle East, Arab Health Exhibition & Congress held in
January 2012, witnessed several groundbreaking key
announcements from across the healthcare industry.
Featuring more than 3,000 exhibiting companies from 70
countries, the show was attended by 70,000 healthcare
trade professionals, aiming to confront rising public
health issues across the GCC.
Eternity Medicine Institute is among the thriving
change makers that will continue to revive the lives of
many with innovation in technology and gold standard
medical practice.

172. Chapter 15
Childcare & Toys

174. 176
Childcare&Toys
So much more than a toy shop
‘Play’ is to a child, what ‘work’ is to man. What you expose your toddler up to the age
of five is crucial to its brain development. It is during this phase, intelligence is restored
and reasoning begins to cultivate. With a mission to ‘help children reach their potential’,
Early Learning Centre (ELC) is a global specialist toyshop brand that has accompanied
children aged up to six since 1974.
With the market for toys and games in an upbeat mood in the UAE, holidays and festive seasons generate a high volume of sales of traditional toys and games,
thanks to the strong custom of gift giving in the country. ELC is the first choice of children and parents alike.

175. 177
Tel +971 4 3355232
www.facebook.com/elcme
Dedicated to helping children develop and learn
through play, The Early Learning Centre (ELC)
provides an unmatchable range of toys designed
to stimulate holistic growth. The brand has helped
children explore the boundaries of their imagination
and creativity to make learning fun. While the global
market for toys is expected to be worth a whopping
USD 122.2 billion in 2012, USD 5.3 billion of that
business can be found only in the GCC.
Thanks to its high spending power and youthful
population with 30 percent of GCC under 15 years
old, the region has seen no plunge in the demand of
toys despite financial downturn. The UAE’s appetite
for toys is particularly exciting for toy retailers and
suppliers as local manufacturing is low and parents
do not compromise on the happiness of their children.
To assist parents further, ELC has identified skills
that are crucial to the development of children and
incorporated those into product design. In this way,
parents can be sure that they are not only buying
their child a simple toy, but rather an product that
helps their child evolve and grow. This is also where
ELC differentiates itself from competitors.
Strategic approach to child development at ELC
involves understanding that toys act as a medium,
if carefully tailored, through which children practice
creative thinking, observation and problem-solving
skills. While designing toys, ELC works closely with
experts, child psychologists and children themselves to
ensure all toys are top quality, safe and above all, fun.
The future remains bright for ELC with 80 stores
currently across the GCC and another 6 stores planned
for 2012. With a sound expansion plan and research
and expert support in child development, ELC has
geared up to tackle any new challenges coming its way.
Developing a successful business relies on
customer growth and more importantly, on organic
growth. Expansion opportunities lie in improving the
customer offer by launching new product intervals
throughout the year. By developing quality toys that
are safe and reliable, ELC has also complied to new
rules on child safety by the Gulf Standardisation
Organisation (GSO). Contrary to the substandard
mass imports from China, ELC toys come with a safety
guarantee that puts parents in a worry-free zone.
Last but not the least, ELC is constantly on the
look out to add value in its offering throughout the
year to give customers their money’s worth. Much has
been done to retain the excitement of the brand and
to maintain a loyal base of customers.
The brand, through its global existence of almost four decades,
carries a lot of heritage along with it and has been in the UAE market
now for over 15 years. Internationally, ELC has grown tremendously
with over 350 stores globally.

176. 178
Childcare&Toys
The place for little ones
Granting both parents and children the joy of creating cherishable memories; Babyshop,
the region’s leading retail destination for children’s products, has been in operation in
the UAE for over 20 years with 30 stores running successfully across the country. To
add to the fleeting expanse, it recently announced an investment of Dh 250 million per
year, for the next five years across the Middle East and North Africa region.
Established in Bahrain in 1973 the concept currently
occupies over 1.88 million square feet of retail
space, with 146 stores across the Middle East and
North Africa. The expansion plan aims at adding 33
new outlets to its global portfolio including five new
stores in the UAE adding 70,000 square feet to the
current area.
“As we expand our network we pledge ourselves
to provide a consistent value added experience to our
patrons”, said Vinod Talreja, CEO Babyshop.
The launch of this spectacle laid the foundation of
The Landmark Group, which is today the region’s top
retail and hospitality conglomerate, operating 1200
outlets and encompassing over 18 million square feet

177. 179
Tel +971 4 3395339
www.babyshopstores.com
across the GCC, India, Egypt, Turkey, Jordan, Lebanon,
Yemen, Sudan, Kenya and Pakistan. With over 40,000
committed employees, the chain’s spectrum now
includes prominent international brands like Lee Cooper,
Barbie, Disney, Graco, Ferrari, Maui & Sons, Fisher Price,
Little Tikes, Maxi Cosi, Cambrass and Babyshop’s own in-
house brands such as Juniors, Charmz and Giggles.
Babyshop believes in facilitating a holistic growing
experience for children up to sixteen years of age, and
offers a comprehensive range of products including
fashion clothing, baby basics, safety and hygiene items,
nursery furniture and toys at affordable prices.
“Babyshop has evolved as a brand over the past
39 years. The brand has garnered the continued
patronage of its consumers as it has consistently
delivered value to every life it touched. It has been
our endeavor to provide a wide product range offering
unmatched value and product quality to our patrons,”
added Talreja.
Besides the commercial success that the brand
has achieved, it has also managed to win the trust
and confidence of its customers by pioneering several
noteworthy causes. In November 2010, Dubai Health
Authority (DHA) officials revealed that traffic accidents
Vinod Talreja, CEO - Babyshop
were the primary cause of infant mortality in the UAE
and account for 63 percent of all child deaths. To fight
this shocking number, Babyshop conducts an annual
‘Child Safety Awareness Initiative’, a region-wide
drive championed to highlight the importance of child
safety. Through this initiative Babyshop has pioneered
the dialogue on child safety by creating extensive
awareness through conducting road shows in select
schools across the UAE.
Rahul Saxena, Head of Marketing, Babyshop, said,
“The campaign endeavors to partner with parents and
support them to proactively provide their children a
safe environment. Our team of buyers has studied
the touch-points in the life of children, and identified
potential high-risk situations that can be averted
through precautions - at home, in the car or outdoors.”
Going the extra mile, the brand has also tied-up
with Dubai’s Roads and Transport Authority to make
taxis toddler-friendly. It has donated fifty car seats
to RTA Taxis and informed taxi drivers about the
significance of the same. RTA commended its efforts
and added, “We will promote this new feature through
many media platforms and are confident that parents
seeking cabs will proactively use the ‘Child Safe Taxis’.”
Run by the Landmark Group, one of the region’s
most prestigious multinationals on its way to
triumphant success, Babyshop is sure to tread on the
same path and offer the best of the best to patrons
across the globe.

178. 180
Childcare&Toys
Keep them amused and happy
The UAE’s appetite for toys and games continues unabated growth with recent research
confirming consumers in the region give high priority to keeping their children amused
and happy. As one of the leading distributors of toys in the region, World Wide Traders
(WWT) has contributed to choicest possessions for little ones.
Findings by Euromonitor International indicate that the Middle East market for toys and games was recently
valued at USD4,570 million, an 8 percent surge over previous records.The UAE market is particularly exciting
for toy manufacturers, retailers and suppliers as the average consumer here spends approximately USD 30
per head more than their counterparts in the region.

179. 181
Tel +971 6 5579456
www.wwtrader.ae
tremendous value to the consumer. Understanding what
children want combined with an impressive business
acumen has lead to creating distribution centres in Saudi
Arabia, Bahrain, Qatar, Oman and Kuwait resulting in
annual growth of 40 percent in size, product portfolios
and reach. Furthermore, strategic partnerships have
allowed its distribution wings to spread to Jordan, Syria,
Lebanon and Iran. Backed by a team of highly dedicated
professionals and motivated staff, the company caters
a wide range of clients in the local market and the
international market.
A remarkable achievement by the company was
embarking on operations in the Indian sub-continent
under the name Smart Toys Trade Pvt Ltd, India. With
the head office in Hyderabad, the regional centres of
distribution can be found in Chennai, Bangalore, Mumbai,
New Delhi and Kolkata. Though the market is competitive,
and rather different in its behaviour than the Middle East,
WWT has been able to affirm a leading position.
One of the key objectives for distributors of any
kind is to explore the plethora of marketing options
and devising a judicious mix to create a media plan to
maximise outreach and popularity of its products. On
this note, WWT has established its own retail stores
‘Smart Kids Toys’ in Muscat, Oman and Doha, Qatar.
Recently, it has opened a dedicated retail toy showroom
under the same name, in India (Hyderabad, Delhi and
Pune) with a floor space of 8,000 square feet.
“Our emphasis will be on opening of such retail
stores in key geographic locations which compliment and
increase the market reach for the range of toy products
we have. I think the retail sphere is an interesting role for
us as distributors because of commercial advantage and
the fact we can drive our products out to consumes with
more vigour,” said V. R. Rao, Managing Director WWT.
Today’s children are flooded with animated movies,
cartoon characters, animated video games on consoles
and iPads, like never before. However, there’s still
something special about having that one toy that’s
always there for you.
Be it in the embrace of a plush toy, or fascination
with superhero merchandise, these are companions that
move from one generation to another. They continue to
be popular even today as toy industry figures indicate
that children’s fascination with these continues to drive
the market upward. WWT’s success is a testament to its
major shareholding in the game.
The toy industry in the region mirrors the growth
trend exhibited worldwide. With humble beginnings
in 1999, and a little over a decade’s operations, WWT
has grown by leaps and bounds. A head office at SAIF
Zone and new additions to a monstrous warehouse
with state-of-the-art technology, logistics and
warehousing has allowed seamless distribution
of toys.
“For us, the customer comes first. Our policies
ensure that client servicing takes top priority on to-do
list. We keep stocks in our warehousing facility in SAIF
to meet urgent demands and manage crisis. We cater
through prompt deliveries and this has only helped us
tap into dynamic markets,” said V. R. Rao Managing
Director, WWT. Mr. Rao has two decades of experience in
retailing of branded toys. He is able to bring a wealth of
knowledge in understanding the customers and forming
key strategic alliances with reputed manufactures. His
partnership with K. A. Babu, Chairman, WWT and former
educationist has helped the company function ethically
and launch educational toys in Arabic and English adding

180. Chapter 16
Banking

181. " Determination, strategy and vision for the future are our
real resources in the quest for excellence and success."
H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, UAE

182. 184
Banking
Your partner in progress
Having earned the distinction of being the first consortium bank in the GCC, the
Bank of Sharjah (BOS) has made tremendous strides since its inception almost
four decades ago. Following six core values of performance, ethics, transparency,
initiative, commitment and quality; BOS has been on a mission to achieve strong
and sustainable performance for its shareholders.
Bank of Sharjah is the winner of accolades such as the ‘Best Board Award’ by Hawkama, the Institute for Corporate Governance in the Middle East, for exercising
good disclosure practices in the UAE. And in 2009, winner of the ‘Mergers & Acquisitions Deal of the Year’ in the region by The Banker Magazine, thanks to the
successful acquisition of the assets and liabilities of BNPI branches in Lebanon.

183. 185
A rich history
Incorporated in December 1973, Bank of Sharjah was
founded by the Government of Sharjah, the Hassawi
Group and French banking group Paribas, who held
20 percent stake in the bank. In the wake of the
merger between BNP and Paribas, the newly formed
BNP Paribas sold its stake in 2002. Bank of Sharjah
maintains a strong relationship with its previous
stakeholder. Former representatives of BNP Paribas
continue to sit on the Board as independent directors.
Employing expert minds and using innovative financial tools, the paramount aim is to provide financial solutions that deliver results. At Bank of
Sharjah, developing and maintaining long-term business relationships are pivotal to its success. The Bank’s belief in proactively assisting customers
and clients and focusing on their individual needs, while providing unparalleled service, has ensured customer loyalty.
Exemplary achievements
The Bank is primarily a corporate Bank, catering to
UAE-based businesses, SMEs, the government, and
government related entities. It offers general banking
services, project finance, trade facilities, syndicate
loans, and short-to-medium term loans. In addition, the
Bank engages in private banking, wealth management,
and investment.
At Bank of Sharjah, developing and maintaining
long-term business relationships is instrumental in its

184. 186
reached Dh 20,934 million as on 31st of December
2011 with the bank’s equity has reached Dh 3,951
million while total deposits reached Dh 14,940 million
in the end of 2011.
Commitment to society
Bank of Sharjah has also made a commitment to
society by supporting the advancement of educational,
cultural and sports initiatives. The Bank of Sharjah
has established a “Chair in Finance and Business
Administration” at the American University of Sharjah,
with a contribution of Dh 15 million. The establishment
of this chair contributes to the enrichment of teaching
and research at the university as envisioned by H.H.
Sheikh Dr. Sultan Bin Mohammed Al Qassimi, Ruler
of Sharjah, and President of the American University
of Sharjah. The development of local educational
initiatives is a fundamental part of Bank of Sharjah’s
Banking success. The Bank believes in proactively assisting
customers and clients with measures that focus on
their individual needs and provide unparalleled service.
The records of time have shown profound customer
loyalty because of our collective efforts.
The bank took its first international step in finance
arena with the acquisition of Banque de la Bekaa
SAL in Lebanon. In addition to this acquisition, Bank
of Sharjah also took over Banque Nationale de Paris
Intercontinental, Beirut, a member of BNP Paribas
Group based in Lebanon. By combining both purchases
to form Emirates Lebanon Bank S.A.L., this became
the first full banking venture by the UAE in Lebanon.
This venture permits customers in both countries to
leverage the financial network and services of both
Bank of Sharjah and Emirates Lebanon Bank S.A.L. for
optimum efficiency
Going from strength to strength, 2011 was a financially
successful year for Bank of Sharjah. Total assets

185. 187
Tel +971 6 5694411
www.bankofsharjah.com
Since inception, Bank of Sharjah has been
governed by its core values.
They shape the bank’s culture; define its
character and impact decision-making. Core
values are their ladder to success.
BOS CORE VALUES
• Performance
• Ethics
• Transparency
• Initiative
• Commitment
• Quality
Corporate Social Responsibility programme of which
the Chairman, Ahmad Al Noman, and the other
Board Members are passionate about. Enhancing
and developing resources in our local educational
institutions builds a strong skills base for the future
and it is Bank of Sharjah’s belief, that through the
development of ‘The Bank of Sharjah Chair in Finance
and Business Administration’, knowledge and expertise
in these areas will thrive.
Apart from the financial advancements in its lifetime, Bank of Sharjah has also made a commitment to society by being involved in the
advancement of educational, cultural and sports initiatives. In July 2011, board members of the American University of Sharjah passed a
resolution to establish the Bank of Sharjah Chair in Finance and Business Administration, with a contribution of Dh15 million by BOS.

186. 188
Banking
Pioneer in Islamic banking
Being the first commercial bank in the world to convert to an Islamic bank, Sharjah
Islamic Bank has won several accolades since it was launched 37 years ago. Despite the
global economic challenges, Sharjah Islamic Bank stands out as one of the few banks
that achieved excellent financial results.

187. 189
Commendable financial commitment
An Amiri decree, issued by HH Dr. Sultan bin
Mohammed al Qassimi, led to the formation of Sharjah
Islamic Bank (SIB), formerly known as National Bank
of Sharjah now boasts 23 branches in the UAE
In 2002, Sharjah Islamic Bank successfully
converted to an Islamic banking organisation. This
conversion led a change in the operating systems
and procedures of the bank, with employees being
trained in traditional Sharia’a banking. Management
of investments and wealth of businesses is carried
out in compliance with Islamic Sharia’a laws and
regulations. The bank also offers a Sharia’a compliant
scheme known as ‘Hassalati, a profit earning account
for youngsters below the age of eighteen, which
teaches them the importance of investing their
savings in an Islamic manner. SIB ensure that banking
systems and services offered adhere to economic and
financial development and are shaped by moral, social
and religious beliefs to meet the requirements of a
diversified customer base. In the wake of the 2008
global financial downturn, research has shown that
Islamic banks were better positioned to withstand
adverse market or credit shocks from the outset.
With its broad range of retail, commercial,
corporate, investment and international banking
services open to Islamic customers as well,
Mohammed Abdullah, CEO of Sharjah Islamic Bank,
stated “We have developed a wide range of retail
banking products and services which combine the
trusted and traditional values of transparency, trust
and commitment with innovation and technology
to deliver superior modern banking solutions. We
are also proud to announce that we have recently
launched our ‘Priority Banking’, which offer elite
services and a range of exclusive benefits to VIP
clients.” Sharjah Islamic Bank also launched ‘Nebrass’,
which is an integrated phone banking service that
offers breakthrough services and immediate response
to requests and queries at anytime and from
anywhere. ‘Nebrass’, which is available 24/7, provides
customers with high-level Islamic banking services,
as well as easy and secure access to comprehensive
information through an expert team of phone bankers
and superior technology.

188. 190
Banking Braving the global economic crisis
Since 2008,Sharjah Islamic Bank has taken
precautionary measures to prevent negative impacts
from recent events. In addition to implementing
corporate governance principles, they also restructured
their credit policies and updated procedures, control
methods and risk management. Because of these steps,
SIB managed to maintain the appropriate amount of
liquidity in the economic crisis, unlike many other private
and retail banks which suffered heavy losses.
When asked about the solidity of the banking industry
in the GCC region, Mohammed Abdullahcommented,
“Very solid - according to UAE Central Bank data, UAE
banks boosted their shareholders’ equity by nearly 8.4
percent in the first two months of 2010 to maintain their
position as the largest capitalized banking system in the
Arab World. According to the data, this followed a record
annual increase of nearly Dh 78 billion in the banks’
combined capital through 2009, one of the most difficult
financial periods for banks globally.”
He also mentioned that rather than an obstacle,
the crisis should be considered as a chance for
financial institutions to conduct a thorough review of
their operating policies and that GCC banks require
governance structure, financial transparency and
performance management to achieve speific strategic

189. 191
SIB are treated. “Tailor-made products and services are
aimed at meeting our clients’ financial requirements, and
Sharjah Islamic Bank is committed to providing flexible
banking coupled with outstanding levels of customer
service and support,” said Mohammed Abdullah“We take
a proactive and responsible approach to our economic
and social role in developing society.”
Sharjah Islamic Bank’s efforts, to provide premium
banking to its customers, have brought them great
accolades. This includes the Mohammed bin Rashid Al
Maktoum Business Award, Sharjah Economic Excellence
Award and the Dubai Quality Award, which were
received in 2009. In addition, SIB also won a Human
Resources Award for Banking, and a recognition award
for the highest Emiratization ratio among GCC countries.
Going from strength to strength, this is one bank that
truly exemplifies the honour of Islamic banking and its
age-old traditions.
goals. He also felt that the economic crisis had a weak
impact on the GCC finance industry, as the system
remained almost unhurt by the crisis. Even though some
financial institutions were affected, they were seen
to have a quick recovery due to the central and core
fundamentals of the GCC banking sector. The prompt
intervention by the governments, central banks and the
banks themselves also helped in tackling the crisis with
respect to the GCC.
The precautionary measures positively reflected the
bank’s financial results for 2009, which was a year
that proved to be one of the worst periods in global
economic and financial history. Net profits amounted
to Dh 260.1 million, which was a 12.3 percent from the
previous year. With assets increasing by Dh 438.7 million
and client deposits totally to Dh 9.9 billion, SIB stood out
as a winner in the financial storms that have swept the
world.
Aiming to be the best
What is it that makes Sharjah Islamic Bank emerge as
one of the best financial institutions in the country? It is
the tradition of respect and care with which customers of
Tel +971 6 5998517
www.sib.ae

190. 192
Banking
Outstanding dimensions
Given its status as the principal banking group in the region, in 2011 with a net profit
of Dh 2.5 billion, up 6 percent compared with the previous year, Emirates NBD (ENBD)
certainly stands out as a leader in UAE’s banking sector. ENBD is the outcome of a
merger between Emirates Bank International and the National Bank of Dubai, the
second and fourth largest banks in the UAE respectively.
The bank is operational in the UAE, the Kingdom of Saudi Arabia, Qatar, the United Kingdom, Singapore and Jersey and has representative offices in India and Iran.
Throughout its existence, the group has been honoured with 19 prestigious accolades.
According to Rick Pudner, CEO of Emirates NBD, “Despite an extremely challenging and volatile external
environment, we have delivered a robust set of financial results with net profits for the year being six percent.
This was after adopting a significantly more conservative approach to de-risking the balance sheet. While
the economic backdrop remains challenging, our successful execution towards our strategic imperatives and
strong levels of capitalisation and liquidity position the Bank strongly to take advantage of selected growth
opportunities in the future”

191. 193
UAE’s banking leader
As a leading retail banking franchise in the UAE,
the group swiftly developed a reputation for strong
brand equity in the dynamic and highly competitive
marketplace. Currently, there are over 141 finance
houses of ENBD spread across the UAE.
One of the bank’s in-house programmes – Network,
now offers great value in the market, by providing credit
card services to other banks including collection services
and point of sales. In order to encourage Emiratisation
within the market, ENBD installed a small business
finance scheme, Al Tomooh, which grants interest-free
loans to entrepreneurs, keeping aside an amount of Dh
50 million to carry out such transactions.
Emerging markets
As a tribute to the 40th Anniversary of the UAE, Emirates
NBD launched an Arabic website to serve as a portal
to the bank’s complete range of services. The Arabic
edition of the website is intended to meet the diverse
needs of Arabic speakers amid more than one million
ENBD customers and can easily be accessed through
the bank’s existing English version of website. Both
sites portray an array of interactive facilities,successfully
making this the bank’s largest division.
According to Gary Dugan, Chief Investment Officer
of Private Banking at Emirates NBD, “Despite global
uncertainties, emerging economies will grow in 2012.
Even if the Euro zone is in recession and struggling
to make headway, emerging markets should continue
to see solid economic growth, underpinned largely
by demographics, including a young and vibrant
population that is still growing in the Middle East.”
In terms of contributing towards the society, the
bank is involved in a number of corporate social
responsibility activities, which focus on priority causes
in the UAE such as charity, education, environment,
culture, art and sport. Besides following several
initiatives adhered to preserve the UAE’s culture and
heritage, ENBD also launched the first pearl museum in
the region in 2003, comprising of the massive collection
of natural pearls in the GCC.
Tel 600 540040
www.emiratesnbd.com
Future outlook
The UAE banking industry is learning from its
experiences, in an increasingly competitive market.
While the UAE economy has proved to be quite
flexible towards global and regional expansion in
2011, the external environment continues to be
challenging ensued in a further tentative outlook.
Nevertheless, ENBD’s capitalisation, liquidity and
operating profitability remain highly strong providing
both buoyancy and flexibility for the future. In addition,
the bank is equipped with a plan to further improve
shareholder returns and benefit from the selected
development opportunities.
Emirates NBD affirmed a 6 percent increase in net profit for 2011,
amounting to Dh 2.5 billion. The outcome includes the takeover of
Islamic financial institution Dubai Bank, which ENBD executed in
October 2011.

192. Chapter 17
Insurance

193. We are committed to contributing towards the
realization of the Abu Dhabi Vision 2030 by leading
the insurance sector as Your Reliable Insurer.”
Khalifa Al Kindi, Chairman of the Board, ADNIC

194. Symbol of reliability
As more people in the UAE begin to believe in insurance, not just as an economic
necessity, but as a small price to pay for peace of mind, the sector has demonstrated
vigorous growth over the years. As a pioneer in the field, Abu Dhabi National Insurance
Company (ADNIC) is an insurance provider with an impeccable portfolio of services. As
the company celebrates its 40th anniversary, coinciding with that of UAE, it’s time to
reiterate its instrumental role in building a brighter, safer future.
Insurance
The success of ADNIC is a testament to its sustainable and well-
grounded approach to growth that is not only profitable, but also
innovative. The steady progress can be reviewed in terms of its
strong financial position in the marketplace, focus on modernization,
expansion of branch and broker distribution network, establishment
of the Business Development and Customer Relationship Management
division, and efficiency of customer service through its call centre.
“ADNIC’s strong financial performance reflects and correlates
with the resilience and innovation demonstrated by the United
Arab Emirates in its urge to emerge as a more bulletproof economy
following the recession. And we at ADNIC want to take every effort
possible to maintain the strong leadership and brand reputation,” said
Walid Sidani, CEO, ADNIC.
Gross written premium increased by 17 percent for the year 2011,
in addition, its net underwriting income increased by 24 percent to Dh
275 million compared to Dh 222 million the previous year. Registering
a growth of 11 percent with net profit reaching Dh 158 million for the
year is a big move up from Dh 142 million in 2010. This is primarily
due to the company’s strategy to increase its premium retention levels
and cross-selling initiatives on high quality risks.
Having total assets valued at Dh 3.670 million, ADNIC’s financial
strength has been reaffirmed time and again by the leading global
financial rating agencies with A.M. Best’s A (Excellent) and Standard
& Poor’s A- with a positive outlook. ADNIC is one of a select few
institutions to have their financial rating maintained in the A category
across the Middle East and North Africa.
196

195. 197
During 2011, ADNIC implemented improvements to its operational systems, made investments in its branch
and broker networks and expanded its consumer product lines. The company opened a new branch in Dubai to
strengthen its operational base in the Northern Emirates. Two new additions to the ADNIC product portfolio were the
SAFE+ (Office Multi-Cover) and 24/7 Auto Life (Motor comprehensive insurance with embedded life insurance). As
part of a strategy to connect with consumers, the ADNIC Yas Run—a 10km running event on Abu Dhabi’s Yas Marina
Circuit—was a first-ever initiative to promote the company’s brand and values, and to emphasize on how crucial
they think healthcare and insurance is to the wellbeing of a nation. Following recent achievements, the company
will embark on opening a new regional office in Abu Dhabi which will be dedicated to serve the capital city and the
western region.

196. From the Chairman
198
Khalifa Al Kindi, Chairman of the Board, ADNIC
Insurance

197. “Abu Dhabi National Insurance Company (ADNIC) is a company of people
who are proud of their past and excited about their future. At ADNIC, we
are defined by the character and integrity of our people. We work to serve
our customers by providing competitive insurance solutions and creating
innovative products, while always seeking to enhance shareholder value.
To be the best in what we do, we give importance to our reputation,
consistency and values. The leadership of the UAE and its Abu Dhabi Vision
2030 provides us with new and exciting business opportunities for the
years to come. We are committed to contributing towards the realization of
the Abu Dhabi Vision 2030 by leading the insurance sector as Your Reliable
Insurer.”
Khalifa Al Kindi, Chairman of the Board, ADNIC
199

198. CEO speaks
Walid Sidani, CEO, ADNIC
Insurance
200

199. “The story of ADNIC is one of accomplishments, challenges, and trust in
the future. We have a solid history in the insurance industry, which can be
traced back to our humble beginnings in 1972 with an office in Abu Dhabi
and few staff members running the business. Today, ADNIC has come a
long way to where it proudly stands as the best insurance company in
MENA region. Our team comprises 470 insurance professionals from 24
nationalities with a network of full service branches across the UAE. By
executing our strategic pillars and abiding by our core values, we have
developed a healthy and transparent relationship with our customers,
employees, business partners, and the community at large. ADNIC is
committed to helping people meet their insurance and risk challenges of
today to be able to enjoy a better tomorrow.”
Walid Sidani, CEO, ADNIC
201

200. Core Values
Insurance
ADNIC takes pride in being at its moral best.
The intimate interactions with shareholders,
partners, clients, and employees help form a
hierarchy of eligible corporate communication.
They are built on the groundwork of loyalty,
reliability, transparency, teamwork, integrity,
and excellence enabling them to trend a
delivery of outstanding results.
The philosophy behind its business strategy
arises from seven self-stated strategic pillars.
1. Customer Service to ensure that each
interaction is effective.
2. Ensuring availability of products and services.
3. Employer of Choice within the insurance
industry.
4. Expansion of the suite of products
and services.
5. Innovation and Technology to ensure
solutions are offered efficiently.
6. Modernization of processes, facilities and
infrastructure.
7. Product Development to ensure solutions
are created to address the evolving
business needs.
202

201. 203
dependable entrepreneurship endeavors.
In the spheres of Corporate Governance, ADNIC has
grown in leaps and bounds to ensure its shareholders,
employees, partners, and customers have faith in its
operations. ADNIC maintains high levels of transparency
and accountability throughout its management practices.
The company consistently implements monitoring of
business objectives, strategies, and procedures that
comply with legal framework and remain ethical, having
established an Audit Committee and other such bodies
to guide the Board and assist in maintaining stringent
standards of governance throughout ADNIC.
The workplace at ADNIC is characterized by continuous
change and growing diversity. Business success and
employee satisfaction depends on adaptability to change,
which the company has mastered in 40 years of smooth
sailing. A unique concept in this sphere is ADNICity Life
Committee. This is an approach that recognizes that
employees need to manage business and other social
and personal aspects of life. Having launched social and
health awareness programmes, the company continues
to maintain its status as a favorable employer across the
region.
ADNICity Life Committee also organises social
engagements like the Annual Family Day, Annual
Ramadan Iftar, ADNIC Health Day, Weekly Football
Matches and has its own in-house cricket teams beating it
out on the pitch while spectators cheer.
The company began in 1972 in Abu Dhabi as a composite
insurance company offering all lines of insurance. Since its
inception, ADNIC has endeavored to be the leading and
prominent provider of quality and affordable protection
products and services in the United Arab Emirates, as
well as a leading provider of risk underwriting solutions
across the Middle East and North Africa (MENA) region.
Burgeoning within the insurance sector of the UAE that
esteemed at Dh 22 billion at the last quarter of 2011,
ADNIC aims to become the leading insurer of choice in
the Middle East and North Africa Region.
ADNIC has always invested in fruitful partnerships that
would lead to expansion of its impact with thoughtful
associations with strong national and international
companies where return of these partnerships would
inevitably benefit the shareholders and customers. One
such joint venture is with Vanbreda International NV to
create a unique international medical insurance product
called SHIFA, which provides customers seamless medical
and healthcare coverage across the globe.
Unprecedented Commitment
With the company’s existence for several years in the
market, ADNIC has witnessed continuous, unabated
growth in all insurance segments with strong financial
results and balance sheet that consistently ranks them as
the industry’s finest. ADNIC’s strength lies in its financial
mainstay and a reinsurance protection that enables a
trustworthy short-term and long-term commitment with
their clientele and partners alike. They have undertaken
the responsibility of serving clients with regional,
alternative, and international insurance solutions thereby
safeguarding quality of life and becoming the fortitude of
40 years

202. 204
Community Role
Not only has ADNIC been the first insurance company
to ever introduce a 10 km health marathon at the Yas
Marina Circuit, but it has also played a community role
since the time of its inception. Its corporate philosophy
embraces the idea to constantly strive for the betterment
of lives. It has played a vital role as a major employer
and significant contributor to local charities.
Frequent is ADNIC’s participation in Blood Donation
Drives where employees come in big numbers as
testament to ADNIC’s promise. It has also lent its
support to the Terry Fox Run against Cancer.
Product and Services
ADNIC sports a strong financial position; dedicated
management and skilled professionals, coupled with
its long-term commitment to innovation in quality
products and services that has made it a leading and
preferred insurer of choice, regionally.
With this top-notch position, comes responsibility.
ADNIC provides a comprehensive range of pioneering
products and services, which can be tailored to meet
the evolving insurance requirements of clients from
all walks of life. To guarantee that all their products
and services are in line with client’s needs and
expectations, ADNIC created the “ADNIC Product
Innovation Committee” (APIC) that develops new
insurance products, taking inspiration from latest
practices of the insurance industry worldwide.
ADNIC’s services are principally distributed into
Personal Insurance and Commercial Insurance.
Insurance

203. 205
theft, water damage, earthquake, and other perils
that include sabotage and terrorism, consequential
loss, and fine arts, jewelry and other precious items.
• Yacht Insurance
Another broad spectrum of security covers insurance
for personal yacht or pleasure crafts owned by
individuals.
Commercial Insurance
To become an inevitable support system of corporate
clients, ADNIC designed an elaborate set of insurance
solutions covering diverse sectors including Aviation,
Marine, Energy, Construction, Transportation, Healthcare,
Hospitality, and much more.
• Aviation Insurance
An all-inclusive suite of aviation insurance solutions,
including hull and spares all risks and liabilities, hull
deductible insurance, airport owners, operators or
hangar keepers liability, repairers, maintenance or
overhaul liability, products liability, satellite insurance
and Manufacturers Hull and Liability.
• Energy Insurance (Onshore and Offshore)
Dealing in several types of energy insurances
including products tailored for alternative energy,
ADNIC’s Onshore and Offshore insurance covers
include Construction and Operational Risks.
• Engineering and Construction Insurance
Protection against any kind of loss or damage that
covers contractors all risks, contractors’ plant,
equipment and machinery, machinery breakdown
and much more. Their financial lines insurance
Personal Insurance
This offers a plethora of services that cater personally
to individuals and others that gratify properties
maintenances and acquisitions.
• Life Insurance
Securing an individual or a group, ADNIC comprises
life insurance with the widest and most flexible
coverage in the regional market. The provision for
competitive rates for premiums and modest terms
and conditions makes ADNIC accessible for all.
• Medical Insurance (Individual and Group)
Medical insurance offers enough range of policies
that ideally support an individual or a group. SHIFA
insurance provides global medical coverage on a
direct billing basis through a network of international
medical service providers. HALA (meaning ‘welcome’
in Arabic) is a medical insurance product tailored
exclusively for tourists that visit the UAE. HALA
specifically meets all the UAE government’s
requirements for travelers. MUSSAFER insurance
coverage protects from the damage or loss of
baggage, medical expenses and other incidents that
one may face travelling from the UAE.
• Motor Insurance
The Motor insurance provision offers a
Comprehensive Third Party Liability and Fire and
Theft insurance coverage for individual clients.
• Property All Risks Insurance
(Home and Contents)
The Property (Home and Contents) insurance product
covers loss or damage to any dwelling caused by fire,

204. 206
provides an assured coverage against banker’s
blanket bond (bbb), fidelity guarantee, directors’
and officers’ liability, dishonesty, disappearance
and destruction (ddd), purchase protection, money
(in-transit and in-safe), crime and Stock Brokers
Insurance.
• Liabilities Insurance
This type of insurance has variations from workers’
compensation to public and employer liability and
is also inclusive of professional indemnity and
medical malpractice.
• Marine Cargo Insurance
ADNIC offers cargo insurance products covering the
risks in transit for all types of cargo transported by
various modes of conveyance (such as sea freight,
airfreight, land transit and parcel post) on standard
terms and conditions including advanced loss of profit.
• Marine Hull Insurance
Marine hull insurance includes coverage for all types
of vessels including cargo ships, oil tankers, LNG’s,
tugs, barges, supply vessels, dredgers, pleasure
crafts and commercial yachts.
Insurance

205. 207
Toll free 800 8040
www.adnic.ae
and knowledge to understand insurance requirements
and develop the right solutions to help any corporate to
mitigate their exposures.
The future ahead
Operating from the UAE since 1972, ADNIC holds a
strong competitive position among the Abu Dhabi
Securities Exchange (ADX) listed companies with a
market share of 16 percent. Their current capital
stands at Dh 375,000,000. With this financial strength
and an aptitude for long-term commitments with
their clientele, ADNIC leads most of the UAE’s mega
development projects, while still being able to offer
viable solutions to the Small-Medium Enterprises
(SMEs) and individual clients. Receiving global awards
and recognitions is yet another acknowledgement of
ADNIC’s stability, evolution and high standards. Each
year, ADNIC proves its financial strength and stability
receiving global recognitions from prestigious entities
such as Standard & Poor’s (S&P), A.M. Best and the
World Finance Magazine.
While the UAE insurance market is already showing
signs of inflation, finance gurus in the Middle East
have predicted sector growth by more than Dh 63
billion by 2015 in total premium income. ADNIC’s
promising position in the market already confirms that
the company will spearhead this stupendous growth
taking the country and its people to greater heights.
• Motor Fleet Insurance
The Motor Fleet Insurance consists of Comprehensive
Third Party Liability and Fire and Theft insurance
coverage for fleets and also provides Third Party
Liability cover to fleets traveling across Arab
countries under the Orange Card policy.
• Property Insurance
Coverage for the loss or damage of an insured
property caused by fire, lightning and explosion is
covered under Property Insurance. This policy also
includes extensions such as natural disasters and
malicious acts.
• Specialty Risks
Predicting and preparing for such risks makes ADNIC
precursors of the insurance industry in the UAE.
Specialty risks include political risk coverage, event
cancellations, live stock insurance, and Deterioration
of Contents of Deep Freezers and Refrigerators.
More from ADNIC
ADNIC’s services extend into reinsurance, claim services
and loss prevention, solving client’s various properties
related conundrums. The reinsurance service is for
insurance companies operating in MENA region. The
claim services handle claims with the most innovative
and effective approach by establishing accurate and
timely reserves to assure ability to pay claims, now
and in the future, while the loss prevention works with
the clients to bring the best potential in a business
idea and improves business performance through the
implementation of effective risk management strategies
and recommendations. They have the technical expertise

206. Chapter 18
Corporate Profiles & Entrepreneurs

207. " Business, more than any other occupation,
is a continual dealing with the future;
it is a continual calculation, an instinctive
exercise in foresight."
Henry R. Luce, American Publisher

208. 210
Benchmark in business freedom
For almost two decades, the Sharjah Airport International Free (SAIF) Zone has served
as a unique alternative for conducting business for locally based organisations in the
UAE as well as multinationals looking to spread operations in the Middle East. The SAIF-
Zone currently boasts an operation of approximately 5,542 companies, state-of-the-art
modern facilities and an access database of more than 2 billion consumers.
Sharjah dominates half of the industrial activities in the UAE with easy access to regional and international business zones through efficient commuting channels through
air, land and sea. SAIF-Zone only further boosts this unique quality with state-of-the-art infrastructure and efficient business services.
CorporateProfiles&Entrepreneurs

209. 211
Surge in opportunity
The proximity of the SAIF-Zone to the Sharjah
International Airport comes as an advantage, as the
airport is home to the largest air cargo hub in the MENA
region, and connects 230 destinations across the globe.
SAIF-Zone ensures a trouble free working environment,
advanced technology and has leased land for unrestricted
private development. The availability of an international
airport and two seaports has increased sea-air traffic by
50 percent in the last four years, taking trade relations
with other countries to a whole new level. The fiscal
advantage of the SAIF-Zone is immense, with 100 percent
exemption from corporate and personal income taxes for
every single stakeholder in the concerned organization.
The essence of Sharjah
‘Sharjah is the undisputed industrial nerve centre of
the UAE, accounting for 38 percent of the country’s
industrial GDP,’ says H.E. Sheikh Khalid Bin Abdullah
Al Qassimi, Chairman of SAIF-Zone. According to
him, Sharjah ‘boasts of the latest amenities that any
modern city offers but simultaneously retains its rich
cultural heritage and traditional values.’ Despite the
vast progression in its economy, Sharjah continues
to maintain Islamic traditions and implementlaws to
ensure public decency and safety. With Port Khorfakkan
and Port Khalid serving as the ports for trade in
Sharjah, the emirate has continued to prosper in the
last 40 years.
With minimum procedural hazards, SAIF-Zoneoffers a single window solution to all investor requirements. The Zone ensurescommitment to quality performance.
The establishment has created a newbenchmark in providing business freedom and growth opportunities for severalmanufacturing companies.

210. 212
Efficiency at its core
The top management at prestigious organisations
conducting business at SAIF-Zone have had several
positive things to say about its operations over the last
two decades. Mr. Lalu Samuel, who is the Managing
Director of electrical accessory company Clipsal Middle
East, has witnessed the company’s growth since its
inception. ‘We established Clipsal Middle East in 1996,’
he states. ‘Over the years, we have found that the
response for services received from all the departments
at the zone have been very efficient, this has contributed
to our growth over the years’.
Indian conglomerate Godrej Group set up their MENA
operations in the year 1997, and have been conducting
their businesses across the GCC ever since. ‘We are
among the first few investors to set up an office in SAIF-
Zone and find a large amount of personal involvement
in their approach’ stated the General Manager of Godrej
Global Middle East FZE in 2006. ‘We have been in the
SAIF-Zone for the past nine years and have no chance
for any disappointment. We have found that SAIF-
Zone’s approach towards their customers is extremely
welcoming.’
There is no magic
formula for success
in business. As the
world transforms
into a global village,
one needs freedom,
opportunity and
vision. The rest will
unfold beautifully.
“
”
Emblematic of the dream of a new Sharjah, SAIF-Zone is the government way of aiding growth in business in the region. Today, it is the ideal business hub for conducting
smooth business in a hassle free environment.

211. Tel +971 6 5570000
info@saif-zone.com
www.saif-zone.com
Why SAIF-Zone?
In comparison to other business hubs in the region, SAIF-
Zone boasts of quick processing of licenses for trade,
industrial and service providers. The Zone is competent in
the facilities it provides to manufacturers for assembling and
packaging as well as import and export. Sponsorships and
visas for staff and on-site accommodations are available at
affordable packages for start-ups.
Plethora of business administration amenities such as
courier agency, customs office, banks and postal services,
travel and secretarial assistance is available at the tip of your
fingers. The infrastructure has been developed to improve
day-to-day functioning and to allow more scope for growth.
Salient Features of SAIF-Zone
• License fee issued in 24 hours of submission of official
documents
• 100 percent exemption from corporate and personal
income taxes
• 100 percent import and export tax exemption
• Highly qualified bilingual administrators
• Strategic location with superb global and regional
commuting thanks to admirable sea, land and air
transport channels
• Access to key international ports in the Arabian Gulf and
Indian Ocean
• Inexpensive energy and stringent conservation policies
• Quality local and international banking services and
SME loan plans
• Sharjah provides the most cost-effective living and leisure
amenities for families in the UAE
With a hundred fold increase in registered licenses and its inception, the SAIF-Zone has completed 16 successful years and has surpassed several milestones of growth in
expansion. Licenses issued in 24 hours of submission of official documents and 100 percent exemption from taxes has resulted in 5542 license as of December 2011.
213

212. 214
Adding value in trade
Formed in 2000, Source Rite International FZCO (SRI) is a Dubai-based free zone
corporation with a large clientele in East Africa. From its initial business of trading a
wide variety of products including industrial chemicals, branded footwear, electronics
and construction equipment, the company today has focused its trade activities on
industrial chemicals and branded footwear and apparel.
CorporateProfiles&Entrepreneurs

213. 215
growing substantially,” says Carl Garry Peaple, Director.
He added, “Acquiring footwear brands was indeed a
calculated step for us. My decade long experience in
footwear and apparel distribution prior to starting Source
Rite International told me this was the right thing to do.”
Source Rite buys chemicals from world over to supply
to mining industry in Africa and carries out operations
in chemical trading business its Kenya base. While it has
leading suppliers of chemicals in the UAE such as Enoc
International, Petrochem Middle East and Kemsol Ltd.,
the local brand controls the footwear, accessories and
apparel business line.
“We have a reputation of being selective in the brands
we choose to represent. Providing efficient service and
promoting the brand through advertising and in-store
support has been a winning notion for us,” explains
Peaple. Today, retailers are convinced to sell our products
because it carries the Source Rite International legacy.
Future plans
Evidently, Source Rite International has plans to extend
its expertise into the world of retail. This progression
comes with the company’s vision to grow and better
adapt to market demands. The focus will remain apparel
and footwear and the retail ventures will be spread
across malls in the UAE.
The UAE has effectively facilitated trade operations
by conferring effortless licensing procedures,
communication, storage and transportation facilities
and commercial centers. According to the economic
survey conducted among people of the private sector
establishments, wholesale and retail trade output tallies
close to Dh 103 billion annually, which is almost 27
percent of total output of private establishments.
In 2005, new shareholder and visionary, Carl Peaple
streamlined the footwear, apparel and accessories
business to reaffirm market presence. Peaple’s extensive
experience in the Middle East with fashion distribution
allowed the company to expand its network of retail clients
in the fashion and sportswear business in the region.
Widespread presence
Source Rite International has successfully represented
well-renowned global brands such as Fitflop (UK) Mojo
(USA), Glagla (France), Native Footwear (Canada),
Brooks (USA) and Sanuk Surf Footwear (USA). Outside
the UAE, Source Rite’s portfolio expands to Bahrain,
Qatar, Oman, Kuwait and Kingdom of Saudi Arabia. In
the African continent, Egypt and Kenya remain its two
most lucrative markets.
Over the years, Source Rite has done exceedingly
well in acquiring sponsorship for federation such as the
UAE Swimming Federation and even supported the Abu
Dhabi Police Academy and the Military among many
other initiatives for boosting market presence.
Emerging markets
With its distribution centre, showroom and offices
based in Jebel Ali Free Zone Authority, Source Rite
International’s twofold business strategy to switch from
chemical trading to footwear unlocked new potentials
for the company. With a substantial portfolio of niche
footwear brands, today the company is recognised as an
exclusive regional distributor of FitFlop across the Middle
East - a brand that had a previously committed global
following with its fashion-meets-fitness mantra, in early
2009. Within two years, since FitFlop has arrived in the
market, the label’s in-store presence has exceeded to
above 200 locations.
“In terms of toning footwear, the trend started four
years ago among GCC consumers and it is one that’s
After joining in 2005, Carl Peaple gave strategic direction to Source Rite,
participating actively in operations and building strong relationship with
client base and leading footwear and sports retailers in the region. Under
his leadership, the company has moved achieve greater success.
Tel +971 4 8807995
www.sourceriteinternationaldxb.com

214. 216
CorporateProfiles&Entrepreneurs
Close to your heart
In the words of Sheikh Zayed Bin Sultan Al Nahyan, Father of the Nation, “They used
to say that agriculture has no future in the UAE, but with God’s blessing and our
determination, we have succeeded in transforming this desert into a green land.”
With the same passion and vision for a sustainable community, Al Ain Dairy Farms for
Livestock Production sowed the seeds of the dairy industry 30 years ago only to reap
benefits of healthy and happy UAE.
Al Ain Dairy has overcome a surplus of challenges
to establish itself as the leading producer of dairy
products in the country. Being one of the few dairy
farms to wholly depend on its own herds, whilst aiming
to increase milk production, it is moving forward
with innovative ideas to garner accreditations and
certifications at a global level.
Since its inception in 1981, the firm has witnessed
exponential growth, from a humble start with 200
milking cows in the early 80s to over 5000 cows and
2,500 camels, producing a record breaking 30 million
litres of milk annually. Having consistently invested
in technology to guarantee safety standards and
production security the brand continues to uphold
values of excellence and innovation in the dairy and
fruit juices industry.
“With the brand philosophy of ‘Close to your heart,
Close to you’, Al Ain Dairy has made consumer research
fundamental to its growth plan. To rapidly expand their
product portfolio, it is vital to be aware of what the
public needs,” said Shashi Menon, COO, Al Ain Dairy, on
its anniversary celebrations.
Not only has the current range of products including
fresh cow and camel milk, long life milks, yoghurts, and
both fresh and long life juices met demands but have
created new niche markets.
In 2004, Al Ain Dairy became the first to present the
nation with its own brand of camel milk – Camelait. In
addition, it plans to add flavoured milk and a range of
exciting camel milk ice creams in 2012. After investing
Dh 600,000 in BactoScan machine for bacteria testing,
it’s working closely with British technology partners,

215. 217
Tel +971 3 7832111
www.alaindairy.com
NEWS FLASH
• Al Ain Dairy is a proud recipient of numerous
ISO awards in particular the 22000-2005
for its achievement in food safety controls
ensuring that the company is HACCP (Hazard
Analysis Critical Control Points) compliant in
international codex.
• Al Ain Dairy exceeded its own expectations
by winning the prestigious Sheikh Khalifa
Excellence award in 2005.
• The company has been the esteemed Emirates
Quality Mark (EQM) by the Emirates Authority
for Standardisation and Metrology (ESMA).
• Al Ain Dairy was the winner of the prestigious
SIAL Innovation Award, for its cardamom
flavoured vitamin A and D enriched milk, at
the SIAL Middle East 2011.
• In 2012, Al Ain Dairy invested USD 2.8m on
a new camel milking parlour, and further USD
150m will be invested in the new cow farm
and Dh 100 million will aid in expansion of the
existing plant and factory to double outputs in
the future.
Fullwood Ltd, to further develop their camel milk
production facilities.
As a result of rising concerns about Arab health
due to sedentary lifestyle characteristic to the UAE,
the company has initiated a partnership with Al
Jazira Football Club to educate the Emirati youth on
healthy eating habits. Being socially responsible it
has partnered with institutions to impart knowledge
on health, nutrition, and food sustainability while
encouraging an active way of life.
Products
Products are produced in full fat and low fat variety,
including milk, laban, smoothies, solid and drinking
yoghurts, cholesterol reducing yoghurts and camel
milk. Juices from Al Ain Dairy are pasteurised and
use imported fruit pulp from the USA, India and
Thailand. In addition, an efficient and advanced supply
and distribution system ensure the product reaches
supermarket shelves just in time.
According to Abdullah Al Darmaki, CEO, Al Ain
Dairy, “We are committed to strive for excellence in all
aspects of its operations and believe that the people
behind the scene drive the success of the brand.”
He also added that the conduct, professionalism and
responsible attitude of all employees as well as the
inspiring leadership of the management are core to the
recognition Al Ain Dairy revels in today.

216. 218
Creating exception value
Despite global vicissitudes in consumer spending, the UAE’s retail sector has seen
remarkable growth in the past decade. The government’s economic diversification
efforts have played key role in allowing expansion and participation of private sector,
manifesting an environment, which is most desirable for investment and revenue
generation. The Landmark Group is a rare entity that has enthralled the nation with its
burgeoning retail ventures.
Founded in 1973 in Bahrain, today the Landmark Group
has a turnover in excess of USD 4.7 billion having
grown into one of the largest and most successful
retail conglomerates in the Middle East and India. With
diversified offerings ranging from retail, to hospitality
and food and beverage it remains the epitome of
entrepreneurial success, while to the consumer
landscape Landmark Group adds exceptional value for
money. With 1,200 outlets encompassing over 18 million
square feet across 17 countries, the Group impacts
millions of lives everyday.
Retail saga
Particularly for Landmark Group, the surge in revenue
is because of the value-driven experience approach
through unique retail concepts like Centrepoint (a
destination bringing together the Group’s core retail
brands), Babyshop (one-stop destination for kids
between 0-16 years); Shoe Mart (multi-brand footwear
and accessories store); Splash (multi-brand fashion
retailer); Lifestyle (home décor, fashion accessories,
beauty products and gifts); Beautybay (beauty, health
and well-being store); Iconic (fashion, art, make up,
CorporateProfiles&Entrepreneurs
The Landmark Group was declared ‘Retail Company of the Year’ at the Arabian Business
Awards in 2010. Earlier, the Group has received the ‘Business Excellence and Best
Performance Re-export category’ distinction at the Mohammed Bin Rashid Al Maktoum
Business Awards (2008 and 2010), ‘Retailer of the Year’ at the Retail City Awards (2008) and
the ‘Middle East Retailer of the Year’ at the Retail Middle East Awards (2007, 2008 and 2011).

217. 219
Corporate Social Responsibility
Corporate Social Responsibility is an integral part of the
Landmark Group. There are four strong pillars in the
Group’s CSR scope Health, Community, Environment and
Sustainability and Employees. Under the banner of health,
the Group has taken up Diabetes awareness as its cause.
In 2009, the Landmark Group adopted diabetes awareness
as part of its long term CSR initiative. An initiative that
aims to increase awareness amongst people regarding the
condition, Beat Diabetes was kicked off in the UAE. Today
‘Beat Diabetes’ has a presence seven countries over Middle
East and India. In 2011, over 35,000 people walked with
the Group for the cause and free blood glucose tests were
conducted for over 40,000 people.
On the community front they initiate and support several
programmes such as Babyshop’s Child Safety Awareness
Initiative, a fund-raising drive to support the underprivileged
through Dubai Cares and other activities that support
children and communities in need of assistance. On the
sustainability front the Group has adopted various eco -
friendly initiatives and green practices to conserve resources.
The Landmark Group has also started several programmes to
empower, engage and enable their employees.
salon, café, and gadgets); Home Centre (a complete
home experience); Q Home Décor, (premium home
ware, furniture and home accessories store), Candelite
(snacks and confectionery store) and Emax (large format
electronics store).
Landmark International and Shoe Mart International
Footwear Division are two divisions that hold prestigious
franchise with some of the world’s best brands in fashion
and footwear. The Group also includes value retail
brands such as Max and Shoexpress that have grown in
popularity to become the preferred choice of consumers.
The company’s concept called Shukran is the biggest
and most successful retail loyalty programmeme in the
Middle East. Applicable for discounts across 7 territories,
over 1000 outlets, more than 2.7 million members are
entitled to stupendous discounts and bargains and an
efficient customer service.
The Group also manages Oasis Centre, a community
mall located along Dubai’s Sheikh Zayed Road.
Diversifying into leisure, food and hospitality divisions
seemed like the next best thing to do for a corporate
brand such as Landmark Group that strives to deliver
nothing but the finest. These avant-garde lifestyle
hotspots are namely Fun City, an indoor entertainment
park for little ones, a salon called Spaces, Fitness First,
a world class health club and gym facility, Balance
Wellbeing 360, comprising a wellness club and café
and Foodmark, the restaurant division under the Group
which manages and operates prestigious F&B concepts
through franchise arrangements.
Passion for excellence
Landmark Group’s passion for excellence is deep
rooted in its core values. At the helm of the Group is
Chairman Micky Jagtiani whose visionary leadership and
impeccable business acumen along with strong ethical
component has brought the company to global centre
stage. As one of the region’s most successful retailers,
Micky has mentored many and continues to drive growth
at Landmark Group. He has been honoured with awards
such as Retail Personality of the Year 2007 at the Retail
ME Awards and Entrepreneur of the Year at the Middle
East Business Achievement Awards 2008 held in Dubai,
UAE.
Mickey Jagtiani, Chairman, Landmark Group
Tel +971 4 8094000
www.landmarkgroupme.com

218. 220
A paradigm of excellence
Founded in 1940, Bahman Enterprises is the largest trading company to successfully
leverage the consumer market in the GCC, growing its brand with a varied and
extensive clientele. Comprising of seven sub-business units proficient in the field of
retail, marketing, wholesale and hospitality, the company’s customers are endowed
with reliable brand anthology ensuring optimum product visibility in the market,
accompanied by strong after sales and service support.
Bahman Enterprises solely focus on providing their consumers with only a selective set of more than 25 internationally popular and dedicated
brands, exceeding the ultimate standards of quality.
CorporateProfiles&Entrepreneurs

219. 221
members of staff evaluate, repair or replace items and
verify the accessibility, replacement and sales of spare
parts. Alternatively, while you wait you are open to
shop with their mini margin free retail store concept
supplying quality products at discounted prices.
As one of the premier brands in the Gulf, Bahman
Enterprises solely focus on providing their consumers
with only a selective set of more than 25 internationally
popular and dedicated brands, exceeding the ultimate
standards of quality. Operating through its head office
in Dubai, the company ensures extensive availability of
its products, with over 350 venues aiming to enhance
their client profile through a variety of valuable
products found at any location at any period of time.
With products including domestic appliances,
white goods, green electrical consumer goods, luxury
tabletop products and decor, the company’s enviable
reputation for handling a broad range of merchandise
has been ensured by its adept team members and
superior market intelligence.
Bahman Enterprises caters to distribution of various
renowned brands, such as Culin’Or, Babyliss, Gaggia,
Fabergé and Carl Mertens, to name a few. They also
boast a personal warehousing and delivery system that
covers the whole of UAE.
Bahman Enterprises confirms that every brand
encloses its own entity and vitality, guaranteeing A-to-Z
management of each entity. The firm leads with the
motive to enhance consumer lives by swiftly delivering
customer value and maintaining relationships, more
effectively than their competitors. The company’s vision
is sustained on two key principles – organisational
excellence and core values, which are the bases for all
actions performed.
The organisation’s functions include an in-house
marketing agency, called Six Thinking Hats, which
grants essential marketing support to plan and execute
miscellaneous strategic activities. Some of the expert
services that this agency offers involve planning,
concept promotion, research; ATL and BTL activities,
e-marketing, POS design, exhibitions, product launches,
in store and merchandising activities.
To provide the best in service and support, BE
includes a professionally skilled after-sales service
centre situated in the Al Quoz area, an accessible
central location in Dubai. Their qualified and attentive
Tel +971 4 2712376
www.bahmanenterprises.com
The company’s in-house marketing team incessantly forms latest and innovative promotion ideas to assure brand equity, identity and
awareness, market penetration and ultimately brand success resulting in constant development in sales.
With their broad market research and knowledge conducted over the
years, Bahman Enterprises has set up its infrastructure and assets
to manage small domestic appliances, kitchenware and electrical
consumer goods to fill the gap deprived by market demands for the
geographical location of UAE and GCC as part of its new projects.

220. 222
Sweet success
Starting a new business in a downturn isn’t always the recommended way to go, but
when you bring cumulative expertise that spans more than three decades, a strong
work ethic, and a conviction that things can be done better; then perhaps you have a
recipe for success.
Since establishing Custard Communications in January
2010, founders Nicola Holmes and Lesley Fair have seen
their business grow exponentially, from representing a
few key clients through to some of the most respected
and influential brands in the world.
It was a proud moment when in 2010 Campaign
magazine named Custard Communications one of the
“top 10 new kids on the block” in terms of agencies in
the Middle East.
Their expertise has covered sports events for the
Office of the Brand of Abu Dhabi, Abu Dhabi Sports
Council, Abu Dhabi Equestrian Club and Hilton, art and
cultural events for Tourism Development & Investment
Corporation of Abu Dhabi, global product launches for
Procter & Gamble, team building and staff engagement
for companies like Pfizer and Boston Consulting Group,
corporate galas for the likes of Merck Serono and De
Brauw and financial forums on behalf of DIFC.
Kraft team celebrates Oreo’s 100th birthday
CorporateProfiles&Entrepreneurs

221. 223
Tel +971 4 3618850
www.welikecustard.com
The business grew to such an
extent that within two years the
duo was able to deliver on a
long term personal ambition, to
develop an initiative that would
provide support to corporations
and charities in helping them
achieve transparency and cost-
effectiveness in their corporate
social responsibility (CSR) campaigns, heralding the
arrival of Custard Cares.
Co-founder Nicola Holmes said, “We are two socially
minded individuals that have always wanted to do
more for our communities. When we started Custard,
it was always our aim to balance the profitability of the
business with giving back. We have been fortunate to
work with some great brands on innovative events and
activations, which in turn has grown our reputation
and now affords us the luxury of being able to put our
energies towards a bit of philanthropy.”
Custard found that they had been involved with
a number of charities and NGOs, and increasingly
clients were looking for events that had philanthropic
elements. Lesley Fair, Custard’s other slice of the tart,
continued, “We wanted to bring something different
to the table, to provide not only our CSR acumen, but
also to bridge our partners and suppliers with Custard
Cares, that way we can ensure quality support, cost
effectiveness and that the projects were carried out
with transparency and due diligence.”
Custard Cares allows the team to provide their
event, public relations and marketing skills to causes
that need these areas of expertise, but don’t necessarily
have the financial resources to support executive
expenses normally associated with these activities. “As
an integrated communications company with a strong
events, PR and marketing pedigree, we bring a level of
market knowledge, and business partnerships that can
really benefit organisations looking to grow the scope of
their CSR activities,” Holmes continued.
As more companies adopt a corporate conscience
approach to business ensuring that money invested in
programmemes and events is spent wisely becomes
paramount. Fair explained: “Spending budgets on
fundraising evenings or activities, with no mechanisms
in place to know where the money is going, or if you
are getting best value for that money, goes against the
CSR principles. To that end, we created Custard Cares
to ensure businesses aren’t wasting resources, and that
they are able to tap in to our network of trusted partners
who are wholly committed to this initiative.
Organisations involved in Custard Cares range from
creative, design and production suppliers, to lighting,
sound, and video providers, along with human resource
and manpower providers, as well as ancillary services,
such as photography, flowers, furniture, PRO services,
branding, printing and entertainment suppliers.
Holmes concluded, “Our objectives are to provide
consultancy and support in the development of sustainable
initiatives, both for public and private entities, as well
as supporting them through event, PR and marketing
services. We are able to do this with our consortium of
partners, which allows us and them to strengthen their
ties with client and also with the community through a
social responsibility platform, allowing us collectively to
be a force for good in the community. We are grateful to
those partners who have the foresight to recognise that by
working together, we make a stronger contribution to the
community as a whole.”
Celebrating the founding of Custard Cares, Lesley Fair (left) and
Nicola Holmes (right) founders of Custard Communications
Philadelphia’s ‘Spread Some Inspiration’ campaign for 2012 recognises
the selfless acts of women in the region

222. 224
Gearing up sportsmanship
Already a leader in the golf industry; and host of 270,000 rounds played annually
only in Dubai; the UAE is an emerging sports destination on the world map. From F1
races to hiring world-renowned coaches to train local teams, sports enthusiasm in
the country has skyrocketed. Providing international sports gear brands in golf, rugby
and cricket, Prosports International is the leading distributor in the region. Founded in
1995 and headquartered in Dubai, the company has expanded its reach to golf clubs
in GCC and Egypt.
After consistent efforts, Prosports International has secured a sponsorship with GILBERT for the UAE Rugby National Team as the official kit and ball supplier.
CorporateProfiles&Entrepreneurs

223. 225
Prosports has enormously contributed to the
development of Golf and Rugby in the UAE. It supports
several Golf and Rugby clubs along with providing
complimentary equipment and kit on a regular basis
to national and club players to boost performance and
growth. One of its many remarkable attributes is the
onsite embroidery facility for various goods from polo
shirts to golf bags, which enables a quick and reasonable
approach to any corporate or club logo requirements.
Recently, Prosports have secured a sponsorship with
the UAE Rugby Association for GILBERT to be the
official kit and ball supplier to the UAE Rugby National
Team. The company continues to strive to successfully
represent global sports brands in their outreach in the
region.
As the leader of an expert team at Prosports, CEO Ara
Naknikian has left no stone unturned in providing only
the best sports equipment and boosting market share
since its launch. It boasts an extensive collection of
apparel, equipment and sports gear as well as optical
accessories from reputed international brands including
TITLEIST, FOOTJOY, PING, GREG NORMAN, ANTIGUA,
GLENMUIR, GILBERT, GRAY-NICOLLS, BOLLE and
BUSHNELL.
Prosports is considered to be a local powerhouse
in its area of business and has been the sole official
merchandiser for the Emirates Airline Dubai Rugby
Sevens since 2000. Over the years, Prosports has
attained iconic status in the world of sports in the
Middle East by supporting prestigious events like the
Dubai World Championship Golf Tournament where it
retailed lifestyle apparel from their famous Greg Norman
Collection at the official merchandise store. Also worthy
of mention are its exclusive associations with events
such as the International Rugby Board World Cup
Sevens in Dubai, FIFA Club World Cup in Abu Dhabi,
Dubai World Cup Horse Racing and the Commercial Bank
Qatar Masters’ Golf Tournament.
Tel +971 4 3477737
www.prosports.ae
www.rugbyshopdirect.com
www.cambridgeclassics.com
The vision of CEO Ara Naknikian and the efficiency of his expert team
have made the presence of global sports superbrands possible in the
Middle East under the umbrella of Prosports International.
As UAE occupies a prominent role in the global Golf scenario, Prosports
has enormously contributed to this development. Thanks to eminent
brands such as Titleist and Greg Norman, golf experience in the region
matches up to world-class standards.