Tamkeen: Stories of Growth – Premiere Episode with Humantra

Amazon UAE and Economy Middle East present “Tamkeen: Stories of Growth,” a video series showcasing diverse voices and inspiring stories from the region’s evolving digital economy. As traditional growth metrics are redefined, this series explores how individuals and businesses are navigating change and unlocking new opportunities.

The premiere episode of Tamkeen spotlights Humantra, a homegrown wellness brand thriving in the growing electrolyte drinks market. This focus aligns with the critical role of SMBs in the MENA region, where they constitute 80-90% of businesses and serve as catalysts for innovation and economic growth.

Founder & CEO Charlie Wright shares Humantra’s transformative journey, shedding light on how partnering with Amazon.ae propelled the company from a local startup to a global contender. Wright reveals how leveraging Amazon’s capabilities enabled Humantra to rapidly scale its online presence and expand its reach both regionally and internationally.

This episode not only highlights an entrepreneur’s success story but also underscores the UAE’s growing influence in the global marketplace. It exemplifies how local businesses can leverage online retail opportunities to achieve remarkable growth and international recognition, embodying the spirit of innovation that drives the UAE’s economic vision.

Watch now “An entrepreneur’s journey on Amazon.ae, a success story from the UAE to the world”.