The Ministry of Industry and Advanced Technology (MoIAT) and Sinaha, an e-commerce platform dedicated to promoting Emirati-made goods, have forged a partnership aimed at enhancing the competitiveness of national products. This collaboration is set to design a national digital platform that will highlight products bearing the “Made in the Emirates” mark, establishing a unified national identity for goods manufactured within the UAE.

As part of this agreement, the Walaa’ (loyalty) Platform will be launched under MoIAT’s supervision. This loyalty initiative will engage influencers, media professionals, and community organizations to foster a culture of local consumption and support national products. Additionally, it will acknowledge the contributions of key supporters of the Make it in the Emirates initiative, while awareness campaigns will be implemented to boost public and investor confidence in these products.

The partnership is designed to align efforts between MoIAT and Sinaha in delivering innovative initiatives that uphold national priorities and enhance public-private sector integration. Focus areas will include the development of digital solutions for industrial employment, support for small and medium-sized enterprises, and the advancement of the Make it in the Emirates initiative.

Osama Amir Fadhel emphasized the Ministry’s commitment to strategic initiatives that unite public and private sectors, aligning with the National Strategy for Industry and Advanced Technology. He noted that these efforts are crucial for strengthening the growth and competitiveness of the UAE’s industrial sector while raising awareness of the quality of Emirati products. He stated, “At the Ministry, we are committed to supporting efforts that elevate ‘Made in the Emirates’ products.”

Mohammed bin Salem bin Kardous Al Ameri, Chairman of the Board of Directors of Sinaha, remarked that the partnership represents a significant step toward establishing an effective model of collaboration between the public and private sectors to support Emirati products. He underscored that industrial development cannot succeed without recognizing the importance of marketing, which is essential for driving production and expanding the consumer base.

Al Ameri also pointed out that strong demand stimulates higher production volumes, contributing directly to employment and economic growth. He highlighted that smart marketing of Emirati products is vital for unlocking new markets, attracting investment, and promoting sustainable industrial development.

This partnership will enable Sinaha to enhance its support for national products by increasing its integrated digital and media efforts. It is also expected to contribute to developing policies and investment opportunities that boost innovation and long-term competitiveness.

Overall, the collaboration between MoIAT and Sinaha marks a pivotal development in digital industrial empowerment, laying the groundwork for a comprehensive system that enhances the value of national products. It aims to foster long-term cooperation and industrial localization while creating quality employment opportunities in future industries.

The platform will utilize advanced digital tools and artificial intelligence to analyze consumer behavior, providing valuable insights that will help raise awareness of Emirati products and services across the industrial and technology sectors. This initiative will serve as a unified gateway for the national industrial ecosystem, connecting manufacturers with consumers, investors with factories, and talent with employment opportunities.