It’s a journey that started in the Eighties. Life was simple, yet intense. Mr. Masoud Ali Asadi led his family to the oases of sharing and gifting. In four decades of exemplary track history in retail business, the family grew and reached out to every hand that picked up a product from shelves of Al Nahda.

In 2000, twenty years after Mr. Masoud Ali Asadi started his momentous journey, the company touched down in Dubai under the sponsorship of Mr. Yousif Mohammed Tayeb Abdulla Alobeidli. Together, a new epoch in history started.