Dubai: Mohammad Asif Jaber likes his food and fashion. As CEO of Alif Investments, he is presiding over the simultaneous expansion of his group's interests in casual dining and ethnic fashion retail in the UAE and then, incrementally, into some of the other Gulf markets.
One would have thought these in itself would ensure Jaber has lots on his plate to work with. But you will not have Jaber subscribe to that informed opinion.
"I believe the time is right for the group to get into light industrial activity in the UAE and that's been occupying a lot of my time and attention these days," said Jaber. "The ‘Made in the UAE' stamp attached to my products is something that I crave.
"The overwhelming image one has of light industrial units is of nondescript plants housing greasy machinery and workers in overalls. But there are a whole lot of activities that can come within "light industrial".
"The market conditions are right; an investor can get the right location without having to shell out fortunes on the premises. Financing institutions are more than willing to consider such projects provided they see the promoters are willing to make significant commitments themselves."
It is indeed a fact that the many free zones and industrial clusters in the UAE are actively promoting the cause of the small or medium sized manufacturing. But getting the finances to help launch full operations takes time. Alif Investments, in this regard, has the track record to convince financial institutions on going ahead with the new ventures.
Given its longstanding exposure to the food industry as well as the management of two restaurant chains — Emly & Chilly and B&B, it should surprise no one that getting into food processing and value addition is Jaber's immediate priority.
Under the banner of Zaki Foods, the proposal calls for creating an industrial unit in Al Quoz to cook and package freshly prepared ethnic food to serve a local clientele. These will be tagged with the ‘Khan Sab' branding.
"The dishes would have a certain shelf life and I feel this project can really fly," said Jaber. "In terms of the technology and the expertise required, it will not be anything cutting edge, but already has had wide usage.
"Where we can bring in value addition is the kind of dishes that can be prepared and made to suit the palates of our intended customers."
Apart from supermarket shelves, Jaber reckons that he can utilise the group's established commercial network to create a wider base for this initiative. "There's a vast office crowd in Dubai that can be attracted to try out the dishes; it's just a question of getting our ingredients right — on the dishes and their marketing — to win them over."
Then again industrial activity is not entirely foreign to Alif Investments. It has a confectionary and snacks plant in Pakistan done in association with Britannia. "With our track record in activities related to food and allied activities such as wholesale and restaurant management, it's natural for the group to consider value addition wherever it's doable," said Jaber. "The biggest bane for a business group is never to venture out of the comfort zone."
Moving away from food, there a light industrial activity that Jaber wants Alif Investments to script. It would involve assembling writing instruments in the UAE under the ‘Qalam' branding. "Again this is not a line which requires new technologies; it's already all there in the market," said Jaber. "We will get the ink from India, the casing from South Korea and assemble in the UAE. There already has been strong enquiries from Saudi Arabia and we have not even started.
"This is a venture close to my heart as it would give a fine imprint to the industrial side of operations."
And possibly pen a new chapter for Alif Investments in the UAE.
Growth curve
Even as the group looks to widen its exposure in light industrial activities, Alif Investments is steadfast about growing its retail and casual dining operations. Both are seen as cash cows and able to generate the funds for the other ventures.
Plans on the retail side will include extending the Junaid Jamshed designed ethnic wear to as many as 50 standalone stores in the coming years from the current two. The same number applies to its casual dining ventures.
"Retail and the dining locations have been the anchors to get our business operations here on a sound footing," said Mohammad Asif Jaber of Alif Investments. "There is no way we are going to dilute our focus on these; if anything the retail side of the business will only grow."
This will see the company launch ‘Meat One', an upscale butchery store which has a wide following in Pakistan. The first two locations in the local market will be in Dubai.
"There is a sentiment that the state of the local economy is such new ventures stand a much improved chance of winning quick acceptance," said Jabbar. "We will soon be putting to this sentiment to the test."
Tips for success
- Getting into light industrial activity does not mean being a lightweight business.
- Never lose focus on the core activities while getting into new ones.
- Leverage as much out of your competencies to get into allied ventures.
