From Local Brand to Global Name: How Funding Is Transforming UAE Entrepreneurs
Exclusive Interview
Manoj Sureka is the CEO & Managing Partner of Synergy Fin. Consulting, a corporate finance advisory firm specialising in mergers & acquisitions, debt advisory, private equity, trade finance, and alternative funding solutions. Manoj has advised SMEs, family businesses, and large corporations across the UAE and the wider region on business funding, strategic investments, and business acquisitions.
Q: Why has the UAE become such a strong environment for entrepreneurs?
The UAE combines ambitious government policies, advanced infrastructure, access to international capital and a highly diverse consumer market. Entrepreneurs can establish a business locally, test it among a global customer base and then expand across the GCC and beyond. Companies such as Careem, Kitopi, Tabby and The Giving Movement demonstrate how businesses created in the UAE can build strong regional or international recognition.
Q: How important is external funding in transforming a local brand into a global business?
Funding can accelerate growth, but its value extends far beyond capital. The right investor can bring strategic guidance, international relationships, governance expertise and access to new markets. Kitopi is a strong example. The Dubai-founded food technology company raised $415 million in its Series C round to support regional expansion, technology development and entry into new markets.
Q: What funding options are available to UAE entrepreneurs?
Entrepreneurs can consider bank finance, private credit, venture capital, private equity, family-office investment, strategic investors and joint ventures. The most suitable option depends on the company’s stage, profitability, cash flow and expansion strategy. A profitable company may prefer debt to preserve ownership, while a fast-growing platform such as Tabby has used both equity and debt funding at different stages of its development.
Q: What do investors look for before funding a local brand?
Investors typically look for a capable management team, a differentiated product, consistent growth and a business model that can be replicated across markets. They also examine margins, customer retention, governance and dependence on the founder. The Giving Movement, for example, developed a distinctive identity by combining UAE-based production, sustainability and charitable giving. Such clear positioning can help a consumer brand stand out in a highly competitive investment market.
Q: Should entrepreneurs raise as much money as possible?
Not necessarily. Raising excessive capital can dilute the founders’ ownership and create unrealistic growth expectations. Entrepreneurs should calculate how much they need, how the money will be deployed and which milestones should be achieved. Careem’s journey shows the importance of raising capital in stages to develop technology, enter multiple markets and build scale before Uber agreed to acquire the company for $3.1 billion in 2019.
Q: How can funding help a UAE brand expand internationally?
Capital can finance new locations, technology, inventory, talent, marketing and distribution. It can also help a company adapt its products to different markets and comply with local regulations. However, capital alone does not guarantee success. Kitopi used funding not only to expand geographically but also to strengthen its technology platform and restaurant partnerships.
Q: How can mergers and acquisitions help local entrepreneurs grow?
Acquisitions can provide faster access to customers, talent, technology, licences and new markets. Kitopi’s acquisition of UAE-based AWJ, the group behind brands including Operation Falafel, Catch 22 and Awani, illustrates how M&A can combine established consumer brands with technology, capital and a wider operating network.
