Abu Dhabi: The Ministry of Industry and Advanced Technology (MoIAT) and Sinaha, an e-commerce platform dedicated to promoting Emirati-made goods, have entered into a partnership aimed at boosting the competitiveness of national products.
According to Emirates News Agency, the collaboration will see Sinaha developing a national digital platform to showcase products that bear the 'Made in the Emirates' mark, a unified national identity recognizing goods manufactured in the UAE. This agreement was formalized with signatures from Osama Amir Fadhel, Assistant Under-Secretary for the Industrial Accelerators Sector at MoIAT, and Mansour Mohammed bin Kardous Al Ameri, Deputy CEO of Sinaha, at the fourth edition of the Make it in the Emirates Forum held at the Abu Dhabi National Exhibition Centre.
The agreement includes the launch of the community-focused Walaa' (loyalty) Platform, supervised by MoIAT. This platform will engage influencers, media professionals, and community organizations to promote local consumption and national products, while celebrating key supporters of the Make it in the Emirates initiative. Awareness campaigns will further bolster public and investor confidence in UAE products.
The partnership aims to synchronize efforts between MoIAT and Sinaha to deliver innovative initiatives supporting national priorities and public-private sector integration. Key areas of focus include developing digital solutions for industrial employment, supporting small and medium-sized enterprises, and advancing the Make it in the Emirates initiative.
Osama Amir Fadhel highlighted MoIAT's commitment to supporting strategic initiatives that align public and private sectors with the objectives of the National Strategy for Industry and Advanced Technology. These efforts aim to strengthen the UAE's industrial growth and competitiveness, while raising awareness of the quality and value of Emirati products under the Make it in the Emirates umbrella.
Fadhel stated, "At the Ministry, we are committed to supporting efforts that elevate 'Made in the Emirates' products. This not only enhances investment opportunities but also fosters a stronger culture of local consumption by highlighting the quality of Emirati-made goods in collaboration with our partners at Sinaha. Marketing plays a vital role beyond production, and initiatives such as the Walaa' platform will be instrumental in showcasing the excellence of our national products in both local and international markets."
Mohammed bin Salem bin Kardous Al Ameri, Chairman of the Board of Directors of Sinaha, expressed that the partnership aligns with directives to bolster the national industrial sector. He emphasized the importance of marketing in driving industrial development, stating that strong demand leads to higher production and economic growth. He noted that effective marketing of Emirati products is crucial to accessing new markets and stimulating the manufacturing ecosystem.
Al Ameri also noted that the partnership will enable Sinaha to enhance its support for national products through increased digital and media efforts, contributing to policy development and investment opportunities that advance innovation and competitiveness.
This collaboration between MoIAT and Sinaha is a major step in digital industrial empowerment, establishing a comprehensive system that enhances the value of national products. It supports long-term cooperation, industrial localization, and provides quality employment in future industries.
The platform will utilize advanced digital tools and artificial intelligence to analyze consumer behavior. These insights will aid in raising awareness of Emirati products and services in the industrial and technology sectors, acting as a unified gateway connecting manufacturers, consumers, investors, and talent within the national industrial ecosystem.