Dr. Sultan bin Ahmed Al Jaber, UAE Minister of Industry and Advanced Technology, recently witnessed the nationwide launch of a national campaign under the ‘Make it in the Emirates’ platform to promote UAE-made products. The initiative, led by the Ministry of Industry and Advanced Technology (MoIAT), brings together nine of the UAE’s leading retail and e-commerce platforms to amplify the presence of locally manufactured products, both in-store and online, annually.
Running throughout this month, the campaign will feature prominently in the lead-up to Make it in the Emirates 2025. Participating partners – ADNOC Distribution, Noon, Tradeling, Grandiose, Talabat, Carrefour, Lulu, Union Coop and Spinneys – will offer prominent shelf space and dedicated digital storefronts for local products.
“This campaign aligns with the ministry’s efforts to enhance collaboration with manufacturers and suppliers across the UAE. This public-private sector collaboration is a pillar of the country’s attractive business environment. It also supports the competitiveness of local companies, which benefit from a favorable investment climate, as well as enablers and incentives under the umbrella of Make it in the Emirates,” stated Omar Al Suwaidi, Under-Secretary of MoIAT.
Campaign to offer key incentives for local manufacturers
The Make it in the Emirates campaign will also offer a comprehensive suite of incentives for manufacturers. These incentives include registration fee exemptions, free digital advertising, tailored onboarding support and customer service, logistics and storage support for up to three months, product registration assistance and the production of promotional videos for social media.
The initiative features an annual promotional campaign in collaboration with leading retailers and e-commerce platforms. Participating partners will offer a range of incentives, including prominent product placement on digital platforms, dedicated shelf space in stores, training programs, fee waivers throughout the campaign period and complimentary digital advertising.
New manufacturers will also benefit from additional support, such as the creation of free online storefronts, exemption from storage and logistics fees for up to three months, assistance with product registration through relevant authorities and social media promotion support.
“This new initiative reflects the ministry’s commitment to raising consumer awareness about the quality of UAE-made products. The campaign falls within MoIAT’s initiatives aligned with the UAE’s Year of Community 2025 by encouraging people to buy local,” added Al Suwaidi.
Make it in the Emirates 2025
A Memorandum of Understanding (MoU) was signed between the ministry and the Make it in the Emirates campaign partners, represented by Omar Al Suwaidi, Under-Secretary of MoIAT; Engineer Bader Al Lamki, CEO of ADNOC Distribution; Mansoor Al Ghurair, CEO of Noon; Mohamed Al Hashemi, CEO of Union Coop; Günther Helm, CEO of Majid Al Futtaim – Retail, Dr. Mussaab Aboud, CEO of Grandiose; Saifee Rupawala, CEO of Lulu Retail; Pedram Assadi, COO of Talabat; Sunil Kumar, CEO of Spinneys; and Alastair Croker, CEO of Tradeling.
The campaign coincides with preparations for Make it in the Emirates 2025, which will take place at the Abu Dhabi National Exhibition Center from May 19-22. The event is the UAE’s premier industrial platform, bringing together leading manufacturers, investors, and strategic partners from both the public and private sectors.
This year’s edition demonstrates the strategic emphasis the country’s leadership places on industrial development as a cornerstone of economic growth and technological advancement. Spanning four days, Make it in the Emirates 2025 will explore key topics including AI-driven manufacturing, smart industrial transformation and national content, advanced manufacturing and industrial entrepreneurship, along with major announcements and offtake deals expected across each track.
