The Ministry of Industry and Advanced Technology (MoIAT) has joined forces with LuLu Retail to launch a national initiative aimed at boosting 'Made in the Emirates' products. This initiative, designed to align with the goals of the Make it in the Emirates campaign, will involve LuLu stores nationwide in promoting local products. The rollout will be executed in two stages. Initially, accredited manufacturers will be invited to join the campaign. In the second phase, LuLu will assist local manufacturers in acquiring the Made in the Emirates quality mark.

Key figures present at the launch included Ossama Amr Al Fadil, assistant undersecretary at the UAE Ministry of Industry & Advanced Technology (MOIAT), Shamma Alansari, director of Industrial Empowerment at MOIAT, Saifee Rupawala, CEO, Saleem VI, COO, and V Nandakumar, marketing director. Throughout December, LuLu's outlets will showcase dedicated 'Made in the Emirates' shelves. In celebration of the UAE's 53rd National Day this month, LuLu will highlight 53 local products each week, offering discounts and extra points under the LuLu Happiness Program loyalty scheme.

This initiative is a result of the Memorandum of Understanding (MoU) signed between MoIAT and LuLu Retail earlier. The MoU supports the Make it in the Emirates initiative, focusing on expanding local industry and making supply chains more sustainable. Additionally, it aims to encourage LuLu's suppliers to participate in the National In-Country Value (ICV) Program. MoIAT and LuLu will conduct workshops for suppliers to emphasize the advantages of joining the National ICV Program and obtaining the Made in the Emirates mark.

Al Suwaidi stated: "This MoU reflects the ministry's commitment to supporting and collaborating with leading companies, fostering an appealing business environment for both local and international investors. The UAE's business ecosystem, with its policies, legislation, financing, and initiatives, is conducive to growth, offering investors incentives and opportunities to transform their businesses into national success stories." He further added: "MoIAT works in tandem with both public and private sectors to strengthen partnerships, facilitate industrial growth, enhance competitiveness, and open new avenues for businesses and investments."

Saifee Rupawala, CEO of LuLu Retail, commented: "Lulu Hypermarkets is fully dedicated to supporting and promoting the 'Make it in the Emirates' initiative by the Ministry of Industry and Advanced Technology. We will collaborate closely with all stakeholders, from manufacturers to government authorities and our stores across the UAE, to promote products made in the UAE. This launch campaign will run throughout December and will be an annual event."

In addition to the MoU signing, several Emirati manufacturers and investors were recognized for their support of the Make it in the Emirates initiative. Awards were presented in the presence of senior officials from MoIAT and Lulu Group, including Osama Amir Fadhel, assistant undersecretary for the Industrial Accelerators Sector at MoIAT, and Rupawala.

As part of the MoU, LuLu plans to invest in new F&B manufacturing projects in the UAE.

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