Welcome to SBC’s Newsletter archives. The newsletter aims to provide members and public a roundup of all SBC’s activities. It may carry promotions from our members and at times even articles contributed by our members.

If you’d like to leverage this medium to reach out Singapore Business community, write to us: team@sbcuae.org


Issue 1 (2017)
Issue 2 (2018)
Issue 3 (2019)

Featured Company – Emirates Sembcorp Water & Power Company

Located in Qidfa in the Emirate of Fujairah is the massive Fujairah F1 Independent Water and Power Plant (F1IWPP). With a power capacity of 893 megawatts and a seawater desalination capacity of 130 million imperial gallons per day, the F1IWPP is one of the world’s largest operating hybrid desalination plants in the world. The hybrid seawater desalination plant employs a combination of Multi-stage Flash and Reverse Osmosis (RO) technologies.

Owned and operated by Emirates Sembcorp Water & Power Company, a joint venture that is 60% owned by The Abu Dhabi Water & Electricity Authority (ADWEA) and the Abu Dhabi National Energy Company (TAQA), and 40% by Sembcorp, the F1IWPP holds a strong track record of high plant reliability and performance. The Operation and Maintenance of the plant is carried out by Sembcorp Gulf O&M company which is 100% owned by Sembcorp Industries

Helming the plant is Bernard Hon, Executive Managing Director for Emirates Sembcorp Water and Power Company and General Manager of the Sembcorp Gulf O&M Company. We speak with him in an interview to discover the presence and history of Sembcorp in UAE, the opportunities he sees in the region and the challenges that were overcome to operate the plant in the UAE.

Bernard, could you provide us with a short history of Sembcorp’s business in UAE?

BH: Sembcorp took over the F1IWPP in September 2006 through a competitive bidding by ADWEA that began in July 2005 which involved other global utilities players companies. The F1IWPP was the sixth power and water project in the UAE to be privatised by ADWEA. At that point of acquisition, the F1IWWP had a net generation capacity of 535 megawatts and desalination capacity of 100 MIGD, equivalent to roughly a third of Singapore’s water demand a day.

The acquisition was a major milestone for Sembcorp. It was our first power and water investment in the Middle East as well as our largest utilities investment overseas at that point. It also gained us entry into the booming economies in the UAE and enabled us to start a base from which to grow our integrated utilities business in Abu Dhabi and the Gulf region

After acquiring the plant, Emirates Sembcorp has successfully increased the power capacity of the plant by more than 60%, from the initial 535 MW to the current 893 MW. RO expansion was also completed increasing the water capacity by 30%, from 100 MIGD to 130 MIGD.

What is the core business for Sembcorp in UAE?

BH: Our core business is in the production of power and desalinated potable water for sale to our sole customer, Abu Dhabi Water & Electricity Company (ADWEC), and to meet the utilities demands of the UAE. We keep the power and water units fully available and operate them as per the load requirement by ADWEC / Transco.

What is the range of Sembcorp’s portfolio and services in the MENA region?

BH: Sembcorp owns power and water plants in Fujairah, UAE and also in Salalah, Oman. In Fujairah, the F1IWPP produces power and water for the Abu Dhabi Emirate and also the Northern Emirates in UAE. In Dhofar, Sembcorp owns the Salalah IWPP which also produce water and power for the region and is also the exclusive commercialised large scale potable water production facility in this region.

What are the challenges for Sembcorp in establishing its base and how did Sembcorp overcome them to remain competitive and relevant in this region?

BH: Sembcorp has lot of experience operating the utility plants and has plants located in many countries and that gave us a good stead in managing the challenges that came our way. Our initial challenges were to establish a good team and to manage cost. To overcome these challenges, key staff who had vast experience in plant operation and maintenance were seconded from Singapore. Currently, we are recruiting and training the Emiratis to take over the technical positions in operation and maintenance. We have been quite successful in this aspect as we now have almost 33% Emirati staffs and have a target to increase it to 60% in next 9-10 years.

What are the operational / business goals in the next 5 years?

BH: We have a long term contract with ADWEA till 2029 and that will likely get extended till 2035. The key objective is to ensure high plant availability and reliability which is also the revenue driver. Hence, our long term goal to maintain high plant availability, reliability and performance.

What are the challenges Sembcorp faces in the UAE in the next 5 years? What is your strategy to overcome them?

BH: The key challenge is to train up a pool of Emiratis staff to handle day-to-day operation and maintenance of the plant. Our strategy is to recruit them straight from the universities and develop a comprehensive career development plan to nurture and groom them to take over key positions within the plant.

What is the scale of the operation, in terms of staff, scale of facility, scale of investment, scale of output and etc.?

BH: The investment is approximately USD1.7 billion. The power and water generation account for around 5% and 11% of total Abu Dhabi production. We have seven power generating units exporting 760MW. The water units include 5 MSF units & 2 SWRO plants with total capacity of 130 MiGD. We have a total of 140 staff of different nationalities.

What are F1’s CSR activities in the region?

We have participated in charity events organised by the Fujairah Municipality. We also organise the cleaning and reconstruction of nearby villages.

How do you unwind in Fujairah?

I try to exercise regularly during my free time and visit surrounding tourist attractions. We regularly drive to Dubai during the weekend for meals and window shopping.

What do you miss most about Singapore?

The greenery and local food.

Featured Company – Certis Group

Beginning in 1958 as the Guard and Escort Unit under the Singapore Police Force, the Certis Group today is Singapore’s most well established and leading security organisation which offers a comprehensive range of services from Auxiliary Police Force, to a “one-stop solution” for a full range of physical, IT & data security services. It maintains a strong presence in the aviation security service having been given a renewed Master Security Service Contract for another 5 years with effect from 2018 with the Changi Airport Group. Certis CISCO Aviation Security was named CAG’s Service Partner of the Year at the Annual Airport Celebrations in 2014 and 2015.

Globally, the group has operations across many countries employing over 34,000 people including 22,000 in China, Hong Kong, Macau, Malaysia, United Arab Emirates, Qatar, Sri Lanka and Bangladesh.

Certis Group: Middle East Operations

The Certis Group’s security operations in the Middle East are built on a solid foundation of tested and proven experience in the security guarding business as well as the design, implementation and maintenance of security systems.

With a security staff strength of close to 4,200 security personnel representing Certis Dubai, Certis Abu Dhabi in the United Arab Emirates; and Group Security System – Certis International in Qatar, the Certis Group has been delivering top-notch security services in key industries such as hotels, international schools, hospitals, airports and many commercial, residential and retail developments.

The Certis Group’s first venture in Middle East began in 2006 when it set up Certis Guarding Services LLC followed by Group Security System Certis International (GSS Certis International) in 2013 in Qatar to cater to the growing demand for security services in the Middle East. Both companies have achieved stellar track records since then.

United Arab Emirates (Dubai and Abu Dhabi)

Incorporated in 2006, our UAE operations were established in Dubai and Abu Dhabi. Guard strength grew from 40 security officers to the current 1,500.

Key assignments include guarding services for Transco for their power generation installations in Abu Dhabi and Northern Emirates, Al Futtaim Group for their chain of Carrefour supermarkets and hypermarkets, and Landmark Group in UAE. On technology services, we were awarded the system design, implementation and maintenance by Al Shaya Group in UAE in 2016. Certis Guarding Services LLC has also been the key security provider for the Annual New Year Eve Countdown at Burj Khalifa since 2012, deploying up to 350 security officers.


GSS Certis International started operations in 2013, growing from 300 to 2,650 security officers in a span of 5 years. GSS Certis International was engaged by then Doha International Airport to provide over 500 security staff for Aviation Security, Fire Warden and Taxi & Passengers Queue Coordination Services at Hamad International Airport (HIA) for 5 years.

Key Projects include Legtafiya Lagoon, Lusail City Development and Mitsubishi Heavy Industries Doha Metro.

Commitment to Consistent Service Delivery

Having established a substantial foothold in the Middle East, Certis will continue its presence and expand its services through its holistic approach towards security which synergises well-trained personnel (Man), best-fit technology (Machine) and streamlined work processes (Method) to deliver security more efficiently and effectively to its customers.

Certis will deliver consistent operational and service standards through its framework of Service Delivery System which systemises end-to-end processes, enforced through regular on-site assessments to ensure that security, service and speed are delivered to its performance standards.

Featured Person – Dr Rashid Alleem

Dr Rashid Alleem, who has been the Chairman of Sharjah Electricity and Water Authority (Sewa) since 2014, is a multifaceted leader with a breadth of experience and interests. On the business front, his portfolio speaks for itself. As the Director General of what he fondly calls ‘The Four Big Sisters’ – The Sharjah Seaports Department, The Sharjah Customs Department, The Sharjah Airport International Free Zone (SAIF Zone) and The Hamriyah Free Zone Authority (HFZA) – he was the driving force in transforming them into a strategic commerce hub and empowering thousands of businesses in the region, contributing to the development of the UAE economy. They were the best performers among all Sharjah Departments for ten consecutive years witnessing an annual growth rate of 25-30 per cent. Even during the meltdown of 2008-2009, the growth didn’t go below 20 per cent.

However, soon a new challenge presented itself. On Wednesday 22nd April, 2014, which Dr Alleem describes “as a historical day in my life” and a “transformational moment”, he received a call from the executive office of His Highness Sheikh Dr Sultan Bin Mohammad Al Qassimi, a member of the Supreme Council of the United Arab Emirates and the Ruler of Sharjah, stating that His Highness had chosen him to chair Sharjah Electricity and Water Authority (SEWA). At that point SEWA was teetering close to bankruptcy, but Dr Alleem was ready for the challenge. “I felt I was given a mighty challenge to bring alive an organization which had only a one per cent (or less) chance of survival,” he says. “It was a tough call, my innermost belief and timeless principles echoed within me, a voice came from within, ‘Rashid, it is just another tough/challenging assignment. Nothing you should worry about. You can do it. Mr Achiever. Go ahead. God bless you’.” That was not misplaced confidence, as by this point he had already been recognised for creating ‘built to last’ organisations and society and people around him had bestowed the title of ‘The Change Leader’ on him.

In his latest book The Sewa Way, which is due to be published soon, Dr Alleem freely shares his knowledge and outlines 15 principles based on his 15 years of personal experience that a good leader should have. “The book tells a story of transformation, commitment, and determination,” explains Dr Alleem. “It’s about conscious leadership that inspires, fosters transformation and brings out the best in those around them.”

Out of the 15 principles, two have to do with knowledge. Principle #2: Teaching and Learning, and Principle #3: Learn from Experience reflect Dr Alleem’s belief that we continuously have to improve ourselves, especially in today’s competitive and rapidly-evolving world. “The best leaders are insatiable learners. Don’t be satisfied with what you already know,” he advises. “In my opinion, both teaching and learning go hand in hand, one has to be a learner to be a teacher. There is no end to learning in life and teaching is never restricted to the classroom. This quote by John F Kennedy sums up my feelings: ‘Leadership and learning are indispensable to each other’.”

When it comes to learning, reading is invaluable. “Read all that comes your way or interests you. In fact, if you read one hour per day in your field (or outside your field), that will translate into about one book per week and eventually to about 50 books per year,” says Dr Alleem. “In fact, expand your horizon of knowledge, don’t restrict it only to books: Listen to relevant podcasts while driving and seek out mentors vigorously.” The Chairman himself admits to having a penchant for Harvard Business Review’s audiobooks and being is a voracious devourer of weekly newsletters, journals, articles, white papers, and all the other newest releases.

Another excellent way of learning advocated by Dr Alleem is to connect with knowledgeable people, regardless of whether they are friends, colleagues, mentors or industry specialists. “Good advice is good advice – regardless of the source,” he explains.

Another powerful source of knowledge is learning from experience. “Given the fast pace of change confronting managers, employees and employers today, it is critical that they develop capacities to learn from current work situations and adapt this learning to new situations,” says Dr Alleem. “Achieving success will cause you to fail, there is practically no way to avoid it. As author Kristi Loucks wrote: ‘The road to success is littered by failures, but the lessons learned are crucial in plotting your course to success’. The more mistakes we experience in life, the more opportunities we see and the more new lessons we learn. These days it’s not only about learning from our own mistakes but it’s also about learning from others’ mistakes, and that’s a great time-saver.”

The problem with failure is that everybody hates it, something Dr Alleem admits to experiencing on a personal level. “Why? Because we will face embarrassment or loss of stature! In this competitive business world a mistake can mean losing a bonus, a promotion, or even a job. So it’s no wonder that people are petrified to fail or commit mistakes! However, I have a different viewpoint: If you see danger/failure/dead-end ahead, just modify your goals. Realise that there is more than only one way to reach your destination. Live by your own definition of success, even if it seems failure to others.” In this regard, Dr Alleem says a leader who is tolerant of the right kind of failure plays an important role. Furthermore, great leaders know that innovation and breakthroughs are impossible without failure.

In order to achieve outstanding and breakthrough thinking, Dr Alleem has come up with a philosophy that rests on his self-coined term of thinking called ‘ thinking. “It’s a unique blend of ‘critical and lateral’ thinking,” explains Dr Alleem. “The human mind is burgeoning with ideas all the time. Critical thinkers analyse the nitty-gritty of any issue on the basis of facts and figures. On the other hand, the lateral thinkers or creative thinkers look beyond the face value and delve deep into the subliminal layers of any particular thing and come out with solutions that are not mundane. The big question is what happens when you put the right-brain thinkers together with the left-brain thinkers? Collisions. That in turn results in outstanding and breakthrough thinking. From the perspective of innovation this is critically important to understand, and will help you get the best from yourself, your colleagues, and your boss.”

Another central tenet of Dr Alleem’s principles is knowledge management. “The words knowledge and management are two very broad concepts when separated, but when the two words come together, it speaks of a concept of creating, acquiring, and communicating knowledge and improving the reutilization of knowledge towards the success of an organisation,” says Dr Alleem. “In my words, it is about making the right knowledge available to the right person at the right time with the right tools. That is knowledge put to action. I have always been passionate about acquiring knowledge and feel it’s my duty to pass on that knowledge to my subordinates or people around me. In fact, it is every individual’s prime responsibility to give back to society what he gains from it. That’s what I call a knowledge cycle. To me, knowledge is a fluid asset and it saddens me to see it go to waste. I personally feel that knowledge, just like money, can go to waste and be listed as a big non-recoverable loss if not managed intelligently.”

When it comes to sharing his knowledge, Dr Alleem practices what he preaches. In 2001, he founded the Alleem Knowledge Center, a not-for- profit organisation that has been promoting the concept and value of lifelong learning. The Alleem Knowledge Center, in turn, set up six Strategy Clubs to enhance skills acquisition, improve overall industry knowledge, create awareness of key management issues, deliver operational excellence, and leverage technologies amongst other key benefits. In 2009, the first Alleem Business Congress took place and it has witnessed phenomenal growth in the last seven years with over 2,000 delegates from every aspect of business now attending annually.

He is also a prolific author both in English and Arabic, and he has shared his knowledge and experience in seven books so far with the eighth, The SEWA Way, being published soon. He is also often invited to guest lecture at both local and international universities addressing almost 15,000 people a year.

There has been no shortage of recognition for Dr Alleem’s contributions. Among the many awards he has received are the Achievement Award by League of Arab States 2007, he was conferred with the Middle East Business Leaders Awards 2012, and was recognised as one among the 100 UAE nationals who contributed immensely to the ‘happiness’ of the UAE, on the eve of the United Nations’ ‘International Day of Happiness’ 2013.

However, the award that has personally honoured him the most was being recognised as “The Knowledge Ambassador Of UAE 2015” by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.


10th July 2018
Summer Breeze Inter-Council Networking Gathering, co-organised with like-minded professionals and business owners from the Australian Business Council Dubai, Canadian Business Council and Singapore Business Council UAE at the Polynesian Bar, Trader Vic’s, Hilton Jumeriah Beach. The vibrantly themed décor and upbeat music kept members entertained whilst enjoying the surrounding views of the Arabian Gulf.





8th August 2018
The Association of Southeast Asia Nations (ASEAN) celebrated its 51st anniversary in Dubai hosted at the residence of the Philippines Consul General H.E Paul Raymund Cortes.

In attendance were representatives from the five founding countries of ASEAN: Philippines Consul General Paul Raymund Cortes, Singapore Consul General Low Pit Chen, Thailand Consul General Unnop Buranasate, Malaysia Consul General Yubazlan Yusof, and Indonesia Consul General Ridwan Hassan.

Con Gen Cortes said that the ASEAN has come a long way in building a unified community. “Not only are we a 660 million strong economy, we are also a 660 million strong culture. A repository of the rich and varied history and heritage of the ASEAN people all trying to show the whole world exactly what sort of unified and structured and forward-looking regional initiative we are. We have been the envy of many regional organizations across the world because we have shown how it is to be diverse yet unified, different yet the same in our vision as a people, as a race, as a culture,” said Cortes. ASEAN was formed in August 8, 1957 with the five founding countries as they aimed to formalize and promote economic cooperation, peace, and regional stability.


17th August 2018
The Singapore Business Council organized an exclusive private screening of Crazy Rich Asians, the 2018 American romantic comedy-drama film directed by Jon M. Chu and based on the 2013 novel. The story follows native New Yorker Rachel Chu as she accompanies her longtime Singaporean boyfriend, Nick Young, to his best friend’s wedding in Singapore. The movie showcased

Singaporean attractions, food and culture, prompting members to feel nostalgic about home






14th September 2018
The 53rd Singapore National Day Dinner 2018 was held on 14 September 2018 at Grand Hyatt, Dubai. Special mention goes to our very own Director of Events Lynn Hasim for her great leadership in spearheading and organizing the Singapore National Day Dinner together with her organizing committee, community groups and volunteers. Singaporeans from across the UAE came together to enjoy the amazing National Day Dinner.









20th September 2018
Sharjah has welcomed the Asean community’s growing interest in the emirate’s diversified economy, which attracted $1.63 billion in foreign direct investments in 2017, recording a sizeable jump in growth compared to 2016. Investors, diplomats,expanding enterprises and private businesses representing Asean members were recently brought together on a networking platform, the Sharjah-Asean Business Roundtable, organised by the Sharjah FDI Office (Invest in Sharjah) in collaboration with the Asean Business Councils Alliance including Singapore Business Council UAE. The participants in the panel discussion, Investment Opportunities in Sharjah, suggested ways to grow and expand Asean’s business interests in the Middle East through Sharjah, and the opportunities ahead.




22nd September 2018

The SBC Executive Committee came together at Rove Dubai Marina for a brainstorm and planning session for the upcoming year. The Executive Committee remains committed to serving our members, promoting Singaporean cooperation, and organizing funand productive business networking sessions.










15th October 2018
The Sundowner at NARA Movenpick Hotel proved to be yet another interesting and successful business networking cocktail event. We saw people from all parts of Pan-Asia converse, mingle and develop new business leads and opportunities.










24th November 2018

On the heels of the Singapore Fintech Festival, the Singapore Business Council partnered with

Enterprise Singapore to organise ‘Let’s Go Fintech’ in Dubai on November 24, 2018 to encourage bilateral knowledge sharing. The event showcased award-winning fintech companies from Singapore, who are also currently in conversation with a leading digital bank in the UAE.









12th December 2018
Our year-end Sundowner, was organized in partnership with the Turkish Business Council at Kim’s Seafood Restaurant (Terrace) Al Seef, Dubai.










28th January 2019

Prime Minister Lee Hsien Loong kicked off year-long activities to commemorate 200 years since Sir Stamford Raffles’ arrival. As Singapore celebrates its history, Singaporeans should think about how the country can move forward together as one.

“For we are never done building Singapore. It is every generation’s duty to keep on building, for our children, and for our future,” Lee Hsien Loong, Singapore’s Prime Minister said in his speech on 28 January. “So that in another 50 or 100 years, Singaporeans not yet born will have a richer and greater Singapore Story to tell, and one that we will have helped to write together.”

Lee said this at the launch of the Singapore Bicentennial where he toured the exhibits from i Light Singapore, the Light to Night Festival and try out BALIKSG, an app for an augmented-reality trail that lets users revisit historical events.

President’s Message

Dear Members,

This year marks a special milestone for the Singapore Business Council. I am extremely honored and privileged to be your first female President since the Council was formed in 1999. I am also grateful to be a part of an incredible team of professionals this year.

The executive committee of Singapore Business Council is working with a renewed focus on the Council’s underlying theme of Engage, Enrich and Enable for our members.

With a strong commitment to our Mission and Vision, the Singapore Business Council hope to provide a platform to enhance members’ business development, as well as personal development. The new Executive Committee comes from different walks of life, with a diverse skills set which will bring fresh and new ideas to the table.

Over the next 12 months, we are looking forward to an array of exciting events. We are confident that we will provide our members with an arena to expand networking opportunities not only through the ASEAN Business Council Alliance events but also through the Inter Business Council events with other business councils such as the Australian Business Council, the Canadian Business Council and the Turkish Business Council to expand members’ networking reach. The Council will continue to forge partnerships between the different business communities (i.e. EXPO 2020), which will enable our members to explore new trade and business opportunities.

The Council will continue to organize our signature events such as the “Knowledge Series” events (in the form of seminars, forums and panel discussions) where we will discuss state of art topics to keep all our members abreast with new developments and innovations in the business world. This year we will also be introducing a new initiative called “Discovery Series” events where topics surrounding lifestyle and wellbeing will be explored. We believe that continued pursuit of knowledge is key to the sustainable growth of our members, both professionally and personally.

Last but not least, the Executive Committee represents the voice of our members throughout our community. We want you to get involved this year. We need you to be involved this year! Please reach out to any of our Executive Committee members, or me directly at team@sbcuae.org to learn how to get the most out of Singapore Business Council in 2018/19.

Thank you all, for your continued support and being an integral part of the Singapore Business Council. We are looking forward to another great and successful year ahead!

Yours sincerely,

Tiruselvi Krishnan-Kelly

President 2018

Our New Executive Committee 2018/2019

Title Name
Non-executive Chairman Mr. Surya Subramanian
President Ms. Thiruselvi Krishnan-Kelly
Vice President Ms. Joyce Lau
Director of Finance Mr. Harbinder Singh
Director of Events Ms. Lynn Hasim
Director of Events Ms. Gulshan Kaur
Director of Membership Ms. Carolyn Ang
Director of Membership Mr. Dino Khemani
Director of Corporate Strategy Mr. Sanjiv Purushotham
Director of Communications Ms. Surbhi Dedhia
Director of Communications Mr. Roy Kamsanee

For any enquiry, please email to team@sbcuae.org

Goodwins Law Corporation, a corporate member of Singapore Business Council, is a full service Singaporean law firm with presence in Abu Dhabi, Dubai and India.

Goodwins Law Corporation was first established in Singapore as a premier law firm that provides a comprehensive range of legal services to a diversified clientele. Goodwins UAE was established in 2011 and the firm’s lawyers provide a broad spectrum of legal services to domestic and international clients, which include multinational public and private companies, high net worth individuals as well as families.

Goodwins is working closely with Enterprise Singapore to support Singaporean businesses to setup in the UAE. Goodwins has deep expertise and understanding of the UAE regulatory/legal requirements and is able to offer superior services to companies/ entities that wish to establish and manage their businesses in the UAE.

Goodwins is an exclusive member of First Law International (FLI), the EU-based, Elite Global Network (as ranked by Chambers Global 3rd year in a row) of over 85 independent full-service, high quality law firms with 14000 lawyers in 85 countries across 6 continents. The Managing Partner of Goodwins U.A.E, Mr. P.V. Sheheen, is one of the 12 Directors on the Advisory Board of FLI. Goodwins hosted the 17th FLI Annual Conference in Abu Dhabi at the Abu Dhabi Global Market (ADGM) premises on 3rd and 4th of April 2018. His Highness Sheikh Nahayan Mabarak Al Nahayan, Honorable Cabinet Member & Minister of Tolerance, UAE, was the Guest of Honor during the opening ceremony of the Conference. His Excellency Ambassador Samuel Tan, Ambassador of Singapore to the UAE, was the Guest of Honor and Speaker at the Gala Dinner hosted during the Annual Conference.

Goodwins held a post conference knowledge seminar on 11th April 2018 in Dubai, under the patronage of SBC.

His Excellency Mr. Low Pit Chen, Consul General of the Singapore Consulate, Dubai, was the Guest of Honor at the event. Global Chairman of Goodwins Dr. Toh See Kiat spoke in length about the legal landscape in Singapore. Mr. P.V.Sheheen spoke about the legal landscape in the UAE.







H.E Ambassador Samuel Tan hosted an exclusive Roundtable Luncheon on 12th April 2018 on the topic “The development of Singapore as an international arbitration hub and potential lessons for UAE”. Dr. Toh See Kiat was a guest speaker at the event.

The event was well attended by distinguished guests of the Singapore Embassy and was followed by a lively Q&A session. Goodwins felicitated Ambassador Tan at the end of the event.





For more information about Goodwins, please get in touch with Ms. Meera Gopakumar, on meera@goodwinslaw.ae, website: http://www.goodwinslaw.ae

Capitalizing on Precious Liquid Gold

with Natural Shifa, a Luxury Honey

For centuries, it has been a well-kept secret, the beehives of the southern end of Arabian Peninsula are a treasure trove of hidden nutritional and magical medicinal value. We prize it’s liquid gold, this luscious honey has now being shared with the world, a dear most cherished discovery.


Wirradiah Abdul Latiff, the founder of Natural Shifa is the truest believer of this honey of the Sidr origins. She is a 37 years old mother to four young children. After personally chancing upon the miraculous effects of the Sidr Doan honey in her family’s health experience, she spent three years of intense research to verify the unique properties infection- stopping ability of Yemen’s Royal Sidr Doan honey, before the decision to perpetuate the virtues of this special honey in her own business. She has convinced and tested the nutritional properties of Sidr honey to assist in the rejuvenation, strengthening and detoxification of the body, boosting the immune system to enhance energy levels, promoting health and vitality.

Wirradiah is earnest to highlight that amongst the honeys, Royal Sidr Doan honey contains the highest level of beneficial antioxidants, that will slow the ageing process, fight disease; it is too a natural aphrodisiac. Recent scientific studies, including Scientists from the University of Ottawa’s Department of Otolaryngology has validated the honey as highly efficient in killing the Pseudomonas Aeruginosa and Staphylococcus Aureus gram-negative bacterium including the MRSA type. The UN Food and Agriculture Organization (FAO) has similarly recognized these healthy nutritive benefits, derivable only from the purest form of Sidr honey.

It is no wonder that this precious natural honey was offered during the ancient times as a gift for kings and leaders as the highest tribute of love and respect.

What made you decide to go into the honey business?
My mother was diagnosed with cancer eight years ago. Her journey to recovery required multiple modern treatment until we sought relief in Royal Sidr Doan honey from Yemen. The effects were miraculous and I am motivated to share this relieving experience with others. This luxury honey has thus become a key ingredient in my family’s daily wellbeing.

About Sidr Tree and Flower
The ancient Sidr Tree is also known as Lote Tree, Nabkh Tree and Christ’s Thorn Jujube (binomial name is Zizyphus Spina Christi). Throughout history by many cultures and interfaith, it has remained a sacred tree which has been used for healing purposes while widely revered for its reputed medicinal properties. It is also used by ancient Greeks, Egyptians and Romans.

The luxurious aromatic nectar of native Sidr Flower from the ancient tree grows on the enchanted mountains surrounded by a protected valley of Doan Hadramaut, Yemen. Ethically harvested by traditional apiarists since thousands of years. This ensures that the honey is pure, unadulterated and thus untainted.

Tell us more about your brand
It took me three months of meticulous workings with an award-winning experience design and branding agency. We began with the brainstorming sessions, SWOT analysis, USP, evolving to inform on the eventual brand name, logo and packaging. Since this honey is rare and has not been commercialized, like many other brands, it is thus a challenge in my entrepreneurial journey to successfully share its goodness.

Why is the Royal Sidr Doan Honey so expensive?
The nutrition facts have proven that our Royal Sidr Doan honey is significantly more superior than the Manuka honey of New Zealand. The test lab was conducted by international teams of experts
from SGS, a world leading inspection, verification, testing and certification company.

A member to a non-profit organisation
We are an official member of Beekeepers Association UAE since March 2018. We have attended a course about Beekeeping conducted by Trevour Plowright a Master Beekeeper from UK and Jonathan French, a Qualified Beekeeper from UK. We love the people especially the founder and the president of the association, Ms Zahira Nedjraoui.

Not to forget, as a corporate member to Singapore Business Council, we have received good support and advice to spice up our business. There are numerous networking sessions which given us more opportunity to grow bigger.

Future business plans?
My target would be to evolve this wonderful business to the rest of the world to allow more awareness to people and, to experience love, life and enlightenment through their lifestyle with our artisanal honey. We have recently opened our 3rd office in Dakar, Senegal representing the African region and we will be opening our 4th office at Geneva, Switzerland by end of this year. Meet us at the Summer Mood, Pop Up at Dubai Design District, Building 7, Unit 10 from 15th Aug till 15th Sept 2018.


An Immunity Booster: Being rich in antioxidants, Royal Sidr Doan honey acts as a potent immunity booster for all. It is effective against fighting influenza and arthritis.

Helps with Digestion: Honey helps reduce constipation, bloating and gas. Using Royal Sidr Doan honey in place of table sugar has been found to reduce the toxic effects in the gut of mycotoxins produced by fungi.

Cosmetic Aid: It helps treat cystic acnes and other blemishes. It improves your physical aesthetics for a blemish-free glowing skin.

“No beauty shines brighter than that of a good heart.”