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Fynd’s Dharmendra Mehta is focused on boosting GCC retail with AI 

The MD – MEA for Fynd shares how the unified commerce platform is building momentum in the UAE while eyeing Saudi Arabia as its next frontier  

Neesha Salian
Neesha Salian

23 September, 2025

Fynd’s Dharmendra Mehta is focused on boosting GCC retail with AI 
Image: Supplied

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Since 2012, Fynd has evolved from bridging online-offline retail into a full retail-tech ecosystem, powering omnichannel commerce, AI-enabled operations, and seamless in-store and online experiences.

With operations spanning India and a growing presence in the UAE, the managing director for MEA Dharmendra Mehta shares how the unified commerce platform is building momentum in the UAE while eyeing Saudi Arabia as its next frontier

Tell me about the company and the driving force behind it.

Fynd was founded in 2012 by three IIT Mumbai graduates: Farooq Adam, Harsh Shah and Sreeraman Mohan Girija, who wanted to build something in the e-commerce stack. They identified that most companies were building either e-commerce (one warehouse shipping to customers) or retail tech (in-store point of sale systems). Fynd’s founders decided to combine these approaches into unified commerce with a modular structure, allowing clients to use specific components or the entire platform.

By 2015-16, they began incorporating AI, and today they’ve evolved into an “autonomous commerce” platform using AI at every stage, including for coding.

The platform now enables AI for various commerce segments, from customer support chatbots to AI-designed fashion items and marketing campaigns.

As for myself, I have over 25 years of experience, primarily in the fashion space in India with companies like Raymond, Future Group, and Flipkart. I’ve been in the region for eight-nine years, previously serving as CEO for Mumzworld, CureFit, and heading e-commerce for Lal’s Group before joining Fynd to help with community building and market expansion.

In India, we have over 1,000 employees, with about 60 per cent of them being engineers. For global expansion, we have about 100 engineers and product managers working on localisation efforts.

We have a leadership team on the ground in Dubai, with a larger team that travels as needed. We  serve over 20,000  stores and more than 300 enterprise retailers globally.

The company is also backed by Reliance Retail Ventures. 

What makes Fynd’s offerings unique in the market?

Unlike companies that solve one problem in depth, Fynd has solved multiple problems in depth and combined them into a platform. We offer 15 different products that retailers can take individually, as bundles, or as a complete tech stack.

Our platform is now AI-native, or what we call “autonomous commerce”, using AI throughout the development process. We’ve compressed the fashion lifecycle from 12-18 months to just three months by enabling AI-driven design, manufacturing, and marketing.

Why did you choose Dubai for your expansion?

We chose Dubai for three main reasons: First, the government’s focus on building a digital economy, with aims to make 20 per cent of GDP come from digital sectors.

Second, the ease of doing business and transparency from the government.

Third, the UAE’s AI charter, with a Minister for AI in place driving its vision and 2031 blueprint for AI transformation. These align with our values of being at the bleeding edge of AI development.

In addition, Dubai also serves as a gateway to other markets.

Where are you seeing interest for your services in Dubai, and are you targeting large enterprises or SMEs?

Initial interest has come from enterprises, particularly in fashion and luxury fashion. Hugo Boss is already live with their website built on the Fynd platform. We’re also working with luxury retail watches companies, electronics retailers, and grocery chains.

We’ve found traction across multiple categories in the last six months after spending the first quarter setting up infrastructure and licenses.

What challenges have you faced as a business, and how have you overcome them?

A major challenge is that companies in the region have already invested in various technology solutions over the last decade, creating a mishmash of systems they’re reluctant to replace.

Our solution is keeping our approach modular — we don’t ask clients to replace all their existing technology, but instead help them achieve their five-year vision by addressing specific pain points. We take a consultative approach, meeting with leadership across roles to understand their problems and show how we can help solve them.

Localisation is another challenge — we’ve learned to adapt to different markets like Kuwait, Bahrain, Saudi Arabia, and the UAE, including Arabic transliteration with 98 per cent accuracy and reactive UI/UX that shifts from left-to-right to right-to-left as needed.

What are your plans for the rest of the region, and when will we see that rollout?

We’re just starting in the UAE with a focus on gaining a large market share. Over the next six months, we’ll focus on Saudi Arabia, with 2026 dedicated to establishing a presence there, getting partnerships in place, and eventually building a strong presence there over the next 12 months.

We’re treating GCC markets as two distinct segments: Saudi Arabia and Oman (larger populations with different behaviors) versus UAE, Kuwait, Bahrain, and Qatar (smaller economies where luxury retail and quick commerce are taking off).

We also have industry-agnostic products like supply chain tools that we’ll take to Saudi Arabia.

ADX lists region’s first thematic ETF focused on quantum computing

The listing is part of a broader trend of rapid expansion in the global thematic fund market, which has almost doubled over the last five years to reach $562bn globally

Neesha Salian
Neesha Salian

22 September, 2025

ADX lists region’s first thematic ETF focused on quantum computing
Image: ADX

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The Abu Dhabi Securities Exchange (ADX) has listed the region’s first-ever thematic exchange-traded fund (ETF), offering investors direct exposure to the rapidly growing quantum computing sector.

The Boreas Solactive Quantum Computing UCITS ETF, trading under the symbol QUANTM, is the 17th ETF to be listed on the ADX and the second this year.

The new fund tracks the Solactive Developed Quantum Computing Index, providing investors with a single, tradable security that offers exposure to 25 companies at the forefront of quantum computing.

The ETF includes global mega-cap companies such as Alphabet, Amazon, IBM, Microsoft, and NVIDIA, reinforcing ADX’s position as a leading hub for ETFs in the region.

The fund was launched by Abu Dhabi-based global investment firm Lunate and is based on a quantum computing index that has delivered 29.4 per cent compounded annual growth since 2017, based on back-tested data.

Abdulla Salem Alnuaimi, group CEO of the Abu Dhabi Securities Exchange, described the listing as a “milestone that reaffirms our enduring commitment to expanding and diversifying the investment choices available to our investors.”

He added that quantum computing is one of the “most promising fields” with the potential to transform multiple sectors and unlock new avenues for value creation.

ADX has seen significant growth in its ETF market

The ADX has witnessed robust growth in its ETF market, with the segment’s market capitalisation more than doubling year-on-year to Dhs1.7bn by the end of August 2025, up from Dhs790m in the same period in 2024.

Sherif Salem, partner and head of Public Markets at Lunate, stated that the listing “represents a landmark moment in Lunate’s efforts to deliver innovative investment solutions for investors on the ADX, while strengthening the emirate’s standing as a premier global financial hub.” He highlighted that the ETF provides early access to a sector “brimming with strategic opportunities.”

The listing is part of a broader trend of rapid expansion in the global thematic fund market, which has almost doubled over the last five years to reach $562bn globally.

The move by the ADX is aimed at widening its product offerings and deepening market liquidity.

Abu Dhabi’s TII, NVIDIA launch Middle East’s first AI, robotics joint lab

The lab will integrate NVIDIA’s accelerated computing platforms with TII’s multidisciplinary research in AI, robotics, autonomous systems, and high-performance computing

Neesha Salian
Neesha Salian

22 September, 2025

Abu Dhabi’s TII, NVIDIA launch Middle East’s first AI, robotics joint lab
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The Technology Innovation Institute (TII), the applied research arm of Abu Dhabi’s Advanced Technology Research Council (ATRC), and NVIDIA, the global leader in accelerated computing and artificial intelligence (AI), have launched the Middle East’s first joint laboratory dedicated to AI and robotics.

The TII-NVAITC (NVIDIA AI Technology Centre) Joint Lab for AI and Robotics aims to develop next-generation AI models, robotics platforms, and humanoid technologies, with the goal of accelerating innovation across multiple industries.

The agreement was signed at TII’s headquarters in Abu Dhabi.

“This collaboration with NVIDIA marks a major step toward building AI-enhanced robotic systems capable of reasoning, adapting, and acting in complex environments,” Dr Najwa Aaraj, CEO of TII. She added that combining TII’s robotic platforms with AI models and accelerated computing would accelerate the convergence of perception, control, and language, laying the foundation for intelligent machines.

The lab will integrate NVIDIA’s accelerated computing platforms with TII’s multidisciplinary research in AI, robotics, autonomous systems, and high-performance computing.

It will be the first NVIDIA AI Technology Centre lab in the Middle East, with research spanning robotic learning and control at scale, large language models including TII’s Falcon AI models, and hardware for real-time robotic systems.

Carlo Ruiz, VP – Enterprise Solutions & Operations EMEA at NVIDIA, said the lab expands the scope of NVIDIA’s global AI Technology Centre network into robotics for the Middle East, helping researchers accelerate breakthroughs in intelligent systems.

The lab will support TII’s open innovation strategy

The initiative aligns with Abu Dhabi’s long-term strategy to advance technological sovereignty and the UAE’s wider ambition to establish itself as a global AI and robotics hub.

The lab will also support TII’s open innovation strategy, including joint research, open-source initiatives, and cross-network learning through the global NVAITC community.

TII’s existing modular robotic platforms, including robotic arms and delivery robots, will provide a foundation for research focused on technical excellence and practical readiness.

Prayer break introduced in UAE government schools

In a statement, the ministry confirmed that time will now be allocated each day for students to perform the noon prayer in congregation

Nida Sohail
Nida Sohail

22 September, 2025

Prayer break introduced in UAE government schools
Image credit: MOEUAEofficial/X account

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The UAE Ministry of Education has announced a landmark move to institutionalise the daily noon prayer across all government schools in the country. In a statement shared on its official X account, the ministry confirmed that time will now be allocated each day for students to perform the noon prayer in congregation.

“The school is a home for values just as it is for knowledge,” the ministry said in its post. A video released alongside the announcement showed students giving the call to prayer and performing the noon prayer together in specially prepared halls. The footage also captured students arranging the prayer spaces and expressing enthusiasm for the initiative.

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Mandatory curriculum guidelines for private kindergartens

In a parallel effort to embed national values early in a child’s educational journey, the ministry also announced in June 2025 the approval of mandatory guidelines for teaching Arabic language, Islamic Studies, and Social Studies at the kindergarten level in all private schools across the UAE.

These new guidelines will take effect starting from the 2025/2026 academic year and will be applicable to private institutions offering all approved curricula.

Read more-Dubai’s education sector: 25 new schools, ECCs, universities to open up

According to the Ministry, this initiative is designed to cultivate a generation that is proud of its national identity, proficient in Arabic, and grounded in Emirati values. “This move is aligned with the Ministry’s vision of enhancing national identity by supporting the teaching of Arabic, Islamic Studies, and Social Studies from the foundational years,” the Ministry stated in a report published by the Emirates News Agency (WAM).

Daily Arabic lessons and play-based social education

As part of the implementation, Arabic language lessons will be taught daily to all kindergarten students. Initially, this will be for 200 minutes weekly (40 minutes per day), increasing to 300 minutes weekly (60 minutes per day) by the 2027/2028 academic year. The curriculum will be delivered by qualified early childhood educators using age-appropriate, ministry-approved resources. This will apply to both native and non-native Arabic speakers.

Islamic Studies will be made mandatory for all Muslim kindergarten students in private schools, with 90 minutes of instruction each week. Schools may choose to offer this content in three 30-minute sessions or two 45-minute sessions.

To support the rollout, the ministry will provide instructional frameworks and clearly defined learning outcomes for each subject. Additionally, advisory visits to schools will begin in the 2025/2026 academic year, followed by regular inspections from 2026/2027 onward to ensure compliance.

Private schools will also be required to integrate key national themes, including family, UAE geography, environmental awareness, and social values, into the daily kindergarten routine. These concepts will be taught using a simplified, play-based learning approach, both inside and outside the classroom.

The Ministry emphasised that these reforms are part of a broader strategy to embed national identity from the earliest stages of education and to ensure consistency across the UAE’s diverse private education landscape.

Money20/20 Middle East: Global giants, fintech future unveiled in Saudi

This year’s gathering brought together more than 450 global fintech brands and over 1,050 investors, signaling a surge in international engagement

Gulf Business
Gulf Business

22 September, 2025

Money20/20 Middle East: Global giants, fintech future unveiled in Saudi
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Money20/20 Middle East, hosted in Riyadh, marked a historic moment for the region’s financial landscape, welcoming global leaders across fintech, banking, investment, and digital innovation. With more than 38,500 attendees, the event became the largest fintech gathering ever staged in the Middle East, and the second-largest globally, setting a powerful benchmark for future financial events across the world.

This year’s gathering brought together more than 450 global fintech brands and over 1,050 investors, signaling a surge in international engagement. Participation from global brands increased by 207 per cent compared to last year’s event at 24Fintech, while investor attendance tripled, showcasing unprecedented levels of international capital interest in Saudi Arabia’s fintech ecosystem.

Read more-Money20/20 Middle East kicks off as fintech momentum builds in Saudi Arabia

The event facilitated an impressive 2,288 pre-scheduled meetings between investors and startups, helping to create strong momentum for deal flow, partnerships, and value creation that will extend far beyond the headline figures.

These figures represent not only a significant increase in volume but also a powerful endorsement of Riyadh as a dynamic and increasingly important hub for global finance and innovation.

Image credit: Supplied photo

Saudi Arabia emerges as regional fintech epicenter

This record turnout reinforces Saudi Arabia’s position as the epicenter of fintech in the Middle East and a rising player on the global stage. The country now supports more than 280 active fintech firms and boasts a capital market valued at $640bn, highlighting Riyadh’s strategic role as the primary gateway for global investors seeking access to Middle Eastern financial markets.

Money20/20 Middle East provided a dynamic platform for transformative announcements and product launches. Over three days, Tamara made headlines by announcing a $2.4bn asset-backed facility, supported by global banking giants Goldman Sachs and Citigroup. In a similarly groundbreaking move, STV and Wamid, a subsidiary of Tadawul, revealed plans to build the Kingdom’s first private asset trading platform, a development with far-reaching implications for the region’s investment landscape.

As part of the event’s wave of innovation, Visa introduced a first-of-its-kind acceptance capability in Saudi Arabia. The new feature is designed to accelerate the enablement of digital commerce and significantly enhance how merchants accept and manage payments in the region.

Global technology powerhouses such as Google and Alipay also chose this platform to enter the Saudi market. Google Pay and Google Wallet were officially launched in partnership with Al Rajhi Bank and Riyad Bank, further validating the Kingdom’s growing importance in the global financial technology landscape. Collectively, these announcements underscore both international confidence in Saudi Arabia’s market potential and the ambitious local drive to build next-generation financial infrastructure.

Top global and regional leaders take the stage

Money20/20 Middle East convened the most influential voices in global finance, regulation, and technology to set the agenda for the next era of fintech. The opening day featured a focus on Saudi Arabia’s surging capital markets, AI-driven innovation, and major reforms. High-profile speakers included H.E. Mohammed Aljadaan, Minister of Finance and Chairman of the Financial Sector Development Programme Committee; H.E. Ayman M. Al-Sayari, Governor of the Saudi Central Bank; and H.E. Mohammed A. Elkuwaiz, Chairman of the Capital Market Authority.

On day two, discussions shifted to regulatory developments, inclusive innovation, and strategic capital deployment. Notable speakers included Hon. Caroline D. Pham, Acting Chairman of the US Commodity Futures Trading Commission; Mario Nobile of Italy’s Digital Agency; and Colin Payne from the UK Financial Conduct Authority.

Day three brought attention to stablecoin resilience, AI-powered infrastructure, and the importance of digital trust. Speakers included Dr Mohammed Rahim of Standard Chartered Bank; Nameer Khan, Chairman of the MENA Fintech Association; Tony Ashraf from BlackRock; and Sandra Ro, CEO of the Global Blockchain Business Council. Throughout the event, panel sessions and discussions reinforced how digital transformation, regulatory insight, and strategic partnerships are fundamentally reshaping financial services, with Saudi Arabia playing a leading role.

Aligned with Vision 2030: A strategic leap towarda diversification

These landmark developments are deeply aligned with Saudi Arabia’s Vision 2030, the country’s bold strategy to diversify its economy beyond oil and build a future-ready, globally competitive financial sector. Vision 2030 emphasizes attracting capital, talent, and technological innovation, and Money20/20 Middle East demonstrated that these goals are being actively realised.

Annabelle Mander, Executive Vice President at Tahaluf, stated:

“Money20/20 Middle East has redefined what a fintech event can achieve. Hosting more than 38,500 attendees, including global leaders, this is where the future of finance is being built. The scale of ambition on display is unprecedented. This event has proven that Saudi Arabia is not only a major fintech hub in the Middle East, but a driving force shaping the future of global finance.”

Steve Durning, Portfolio Director at Tahaluf, commented on the event’s concrete impact:

“Money20/20 Middle East has proven to be a catalyst for capital and collaboration. With more than 1,050 global investors and over 150 startups on site, the return on investment for participants is clear. This is where major partnerships are forged and where new entrants gain the visibility to scale. At Tahaluf, our focus is on building platforms that drive measurable growth for our partners, and this week Riyadh has set a new global benchmark for fintech investment and opportunity.”

Founding partners and innovation ecosystem

Founding partners of the event include Al Rajhi Bank, Riyad Bank, STC Bank, Saudi National Bank, Tamara, Visa, and Vision Bank, each demonstrating firm commitment to advancing fintech innovation across the region.

Strategic sponsors and partners powering the event’s innovation ecosystem include Abdul Latif Jameel, Barq, Banque Saudi Fransi (BSF), BIM Ventures, Elm, Ejada, Enjaz, MasterCard, Neo Leap, Saudi Tadawul Group (STG), SCCC by STC, SIMAH, Tamam, and Tiqmo.

Under the theme “Where Money Does Business”, Money20/20 Middle East featured dedicated partnership pavilions, executive networking lounges, and curated meeting programs, ensuring high ROI for both sponsors and exhibitors.

With billions now committed to new platforms, digital infrastructure, and high-value partnerships, the impact of Money20/20 Middle East is expected to drive job creation, enhance foreign direct investment, and firmly establish Saudi Arabia as a global fintech powerhouse.

From Dubai to the world: Jetex’s next stage of expansion

Growing from a single terminal in Dubai to a network of almost 40 global locations, Jetex CEO and founder Adel Mardini is now steering the company into its most ambitious phase yet

Gareth van Zyl
Gareth van Zyl

22 September, 2025

From Dubai to the world: Jetex’s next stage of expansion
Adel Mardini, founder and CEO of private aviation firm Jetex.

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Adel Mardini’s voice is calm, measured, but his plans are anything but modest.

“In 2025, we are entering the next level of our expansion,” says the founder and CEO of private aviation firm Jetex, speaking to Gulf Business in the company’s flagship VIP terminal at Dubai’s Al Maktoum International Airport (DWC).

“We are looking at a much larger global footprint, deeper infrastructure investment, and new technology in every part of the customer journey.”
Jetex today operates 37 locations worldwide, but by the end of next year this figure will grow to 75 locations.

This comes amid a changing passenger profile. Before Covid-19, Jetex’s typical private jet passengers were ultra-high-net-worth individuals from sectors like oil and gas, alongside government officials — most aged between 50 and 80.

Since the pandemic, that profile has shifted. Today, the average passenger is between 25 and 55, with a growing presence from the crypto, fashion, tech, and celebrity worlds. Many have migrated from first and business class on commercial airlines into private aviation, attracted by the speed and privacy.

Added to this, new deals, including partnerships in Asia and Latin America, have created footholds in markets traditionally dominated by local operators.

Mardini’s backstory has been told before, but it still underscores the drive behind Jetex’s expansion.

Born in Damascus, Syria, he moved to Dubai in the early 2000s, starting Jetex in 2005 with a single location. The vision was always global.

“I saw that business aviation needed more than just technical support: it needed hospitality, branding, and a consistent global experience,” he recalls.

From those early days, Jetex expanded cautiously, prioritising brand standards over speed.

“I’ve seen companies grow too fast and lose control. We’ve grown with a clear plan, and that’s why we can now accelerate.”

Saudi Arabia and the Red Sea

At the heart of Jetex’s next stage is Saudi Arabia. The kingdom’s tourism and aviation ambitions align closely with Jetex’s high-end service model. The Red Sea Project, a vast luxury tourism development on the west coast, is an early win.

Jetex is set to be the exclusive FBO (fixed-base operator) provider for Red Sea International Airport.

“That means we’ll be there from the very first flight, shaping the experience for every VIP and private passenger who arrives.”

This presence will extend beyond the Red Sea. Jetex is actively evaluating opportunities in Riyadh, Jeddah, and NEOM, positioning itself to capture a growing share of the kingdom’s private aviation market.

“Saudi Arabia is investing heavily in infrastructure and tourism. The private jet sector will naturally follow,” he says.

Operationally, Jetex’s Saudi facilities will mirror its Dubai flagship, with lounges, crew rest areas, concierge services, and on-site customs clearance.

“Our model is to replicate the same feel everywhere,” Mardini explains. “If you land in the Red Sea or Riyadh, it must feel like Jetex Dubai.”

Asia and beyond

While Saudi Arabia is a major focus, Mardini is equally bullish on Asia.

“Markets like Indonesia, Thailand, and Vietnam are at the start of their private aviation journey,” he says.

“There’s huge potential to build the infrastructure before demand spikes.”

Negotiations are under way for new facilities in Southeast Asia. Southeast Asia’s business jet market is forecast to grow at a compound annual rate of approximately 15.5 per cent between 2025 and 2030, according to Mordor Intelligence.

In parallel, Jetex is exploring secondary markets in Africa and Latin America, where business aviation demand is growing faster than commercial aviation capacity.

“These markets are fragmented, but that’s an opportunity,” Mardini says. “Our brand stands out immediately.”

Sustainability in the Skies

For Mardini, expansion isn’t just about geography.

“The future of our business also depends on sustainable aviation,” he says. “We’re investing heavily in SAF (sustainable aviation fuel) availability across our network.”

Jetex was one of the first private aviation companies in the UAE to make SAF available at scale, and Mardini sees adoption accelerating.

“We’re talking to aircraft manufacturers, operators, and fuel suppliers to ensure SAF becomes standard, not optional.

The UAE is a natural leader in this space: it’s committed to innovation, and the infrastructure is already here.”

He is candid about the challenges: cost, availability, and certification processes still hinder widespread use.

“But the demand from our clients is growing. Many are corporate customers who have their own net-zero commitments. They expect us to provide the fuel options that help them deliver on those goals.”

The eVTOL era

One of Jetex’s most forward-looking moves is its partnership with Joby Aviation and Archer in the eVTOL (electric vertical take-off and landing) sector.

“This is the future of short-range passenger transport,” Mardini says.

“We’ll be their infrastructure partner on the ground, making sure the client journey is seamless.”

The vision is ambitious: a passenger could board an eVTOL in a city centre, fly directly to a Jetex terminal, and connect to a private jet within minutes.
On arrival, the process works in reverse.

“We’ll handle everything — passenger greeting, luggage, security, and handover between eVTOL and jet,” Mardini explains.

Test flights in the UAE took place in recent months, with Dubai and Abu Dhabi identified as early launch sites.

“It’s not just about being part of the eVTOL story,” Mardini says.

“It’s about redefining what ‘door-to-door’ travel means for our clients.”

Operational Edge

Behind the luxury lounges and polished service is a highly tuned operational machine.

Jetex’s global network is supported by centralised flight operations in Dubai, where a 24/7 team coordinates everything from flight plans to ground handling.

“From the moment a client calls, our system kicks in,” Mardini says.

“We can arrange permits, fuel, catering, crew rest — everything — anywhere in the world within hours.”

This speed is backed by investment in technology. Jetex’s proprietary platform tracks flights, crew schedules, and fuel supply in real time, allowing for rapid adjustments if weather, traffic, or client needs change.

“Technology is not replacing our people,” Mardini stresses.

“It’s making them faster and more accurate.”

Looking ahead

The next five years will test Jetex’s ability to scale without compromising its high-touch service model. For Mardini, that balance is the point.
“If we can grow and still have our customers feel like we’re their personal aviation team, then we’ve succeeded,” he says.

With a dedicated focus on expansion, Jetex’s growth is not slowing.

“We’ve built a foundation,” Mardini says.

“Now it’s time to build the future.”


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Fynd's Dharmendra Mehta is focused on boosting GCC retail with AI