Empowering Women through Financial Inclusion: Measuring Our Impact, 18th Microcredit Summit, Abu Dhabi UAE, March 14-17, 2016

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Sougha
Social Enterprise
providing socio-economic opportunities - preserving heritage
Khalifa Fund for Enterprise Development

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Background
Sougha was launched as an initiative by Khalifa Fund for Enterprise
Development in the year 2009. The main objective of Sougha was to shape the
future of Emirati artisans through the preservation of the UAE’s heritage, and
fostering sustainable entrepreneurial opportunities across UAE.
It started its operations by identifying and recruiting a group of 7 artisan from
Gayathi a remote town located in western region. Due to the uniqueness of the
idea, the initiative grew manifolds and in a period of just one year; Sougha
became a well-established brand name dealing with a strong network of 222
artisans suppliers across the UAE on the supply side and many more continuously
in training.
By 2012, Sougha had extending its reach to artisans in Al Ain, Sila’a Mirfaa,
Delma, Madinat Zayed, Dibba, Khorfakkan, Fujairah, Ras Al Khaimah and Ajman.
Keeping in view the rapid expansion of Sougha initiative, the Khalifa fund
management decided to convert the initiative into an Establishment owned by
Khalifa Fund for Enterprise Development. Khalifa Fund is Sougha’s Holding
Company and the main contributor to Sougha which now operates like a social
enterprise.

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Vision & Mission
VISION
Shaping the future of Emirati artisan by preserving UAE
heritage and fostering sustainable entrepreneurial
opportunities.
MISSION
To provide a platform for Emirati artisans to become self
entrepreneurs, with the core objectives of improving their
financial status, as well as the preservation of Emirati culture.

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Core Services & Products
Core
Services
Training and
Developme
nt of artisan
skills
Selling
Artisans
Products
Execution of
joint socio-
economic
projects
with various
government
entities
Core Products
Traditional
Weaving
Products
Sadu
Traditional
Talli
Products
Palm Leaf
Weaving
Khouss
Products
Traditional
Incense
Products
(Bukhour)
Candles
made from
local scents

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Process Flow
Artisan Development and
Training
• Identification and selection of
artisans
• Training of selected artisans
• Artisan production and quality
control check
Business Development
• Market development or
product marketing
• Product launch in the market
• Sales generation
• Distribution of income
generated back to artisans
Entrepreneurship
Development
• Artisan group formation
• Independent product line
development under the
umbrella of Sougha
Artisan Development
andTraining
• Identification and
selection of artisans
• ProvideTraining sessions
• Artisan production and
quality control
Business Development
• Market Research
• Launch product in the
market
• Sales generation
• Distribute the income
generated back to
artisans
• Artisan group formation
• Independent product line
development under the
umbrella of Sougha

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Sougha Priorities
• Create
awareness about
cultural heritage
• Sustain and
improve
customer
relationships
• Increase funding
and sponsorship
opportunities
• Develop Emirati
artisan skills
• Create economic
opportunities
less developed
areas
• Provide financial
and non-financial
support for
Emirates artisans
• Efficient
Workflow and
Processes

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The Immeasurable
• Women financial inclusion; most artisans never perceived themselves as
decision makers of their lives' economy, today they are bankable, and invest
their income to develop new products and grow their business.
• Artisans’ perception of themselves from government welfare recipient to
preserve heritage, to innovative self-employed advocators of heritage.
• Government’s support is not only financial; Government is the preferred
partner for socio-economic development.
• Community perception of entrepreneurship transformed through role model
artisans that inspire community into taking their destiny into their hands rather
than wait for the government job.
• There was a market absence of what is the Emirati heritage patterns; now
Emirati crafts and art are better defined.

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Thank you