In a robust show of national support for the UAE’s industrial ambitions, a landmark initiative has been rolled out this May 2025 under the “Make it in the Emirates” campaign. Designed to elevate the visibility and market access of UAE-made products, this initiative brings together the Ministry of Industry and Advanced Technology (MoIAT) and nine of the country’s largest retailers and e-commerce platforms in an unprecedented public-private partnership. The campaign aims to eliminate barriers for local manufacturers, promote domestic consumption, and strengthen the economic fabric of the nation.
A Game-Changing Initiative for UAE Industry
This strategic campaign is more than just a marketing push; it’s a full-scale mobilization of the retail sector to prioritize, promote, and facilitate locally produced goods. Participating outlets include Carrefour, Lulu Group, Spinneys, Union Coop, Grandiose, ADNOC Distribution, and e-commerce powerhouses Noon, Talabat, and Tradeling. Each has pledged concrete actions to uplift UAE-made products—actions that go far beyond symbolism.
The “Make it in the Emirates” initiative arrives at a time when national self-sufficiency, economic resilience, and sustainability are key government priorities. By incentivizing the presence of UAE-manufactured goods in physical and digital retail spaces, this campaign helps forge a stronger domestic value chain and encourages consumers to engage in nation-building through their everyday purchases.
What the Campaign Offers
1. Fee Waivers and Cost-Reduction Measures
At the heart of this initiative is the removal of entry-level obstacles for local producers. Listing fees and registration charges—often a significant burden for startups and SMEs—are being waived by the participating retailers. This means UAE-based manufacturers can now get their products on prominent retail shelves and digital platforms without incurring steep upfront costs.
Retailers are also offering logistical and marketing support. Some are providing up to three months of storage space and handling logistics at reduced or zero cost. Digital advertising, a critical component in today’s consumer landscape, is also being offered free of charge, ensuring that UAE-made products gain high visibility in competitive online marketplaces.
2. Prime Retail Positioning and Enhanced Visibility
Visibility translates to viability in the world of retail. The campaign includes dedicated shelf spaces in physical stores for UAE-made goods, ensuring they catch the eye of consumers. These shelves are being branded distinctly, so shoppers are easily able to identify and choose locally manufactured products.
Online, e-commerce platforms such as Noon and Tradeling are creating dedicated digital storefronts that highlight UAE-made offerings. These platforms are also launching social media campaigns, including video content and influencer partnerships, to drive consumer engagement and awareness.
This strategic focus ensures that both casual shoppers and intentional buyers have easy access to homegrown goods—be it food, personal care products, household items, or electronics.
3. Streamlined Onboarding for Emerging Businesses
Another standout feature of the campaign is the support extended to new and small businesses looking to enter the retail market. Rather than navigating a maze of bureaucracy and red tape, these businesses are being guided step-by-step by both government and private stakeholders. From product listing procedures to customer service training, the campaign provides a smooth onboarding journey.
This comprehensive support structure reflects a larger vision—to make local entrepreneurship not only viable but vibrant. By opening these channels, the campaign invites innovators, artisans, and manufacturers from across the Emirates to bring their products to a broader market.
Aligning with National Goals
This May initiative is not a standalone campaign but an essential building block in the UAE’s industrial and economic vision. It ties directly into the country’s strategic objectives, including:
- Diversification of the Economy: The UAE has long recognized the importance of reducing dependence on oil revenue. Encouraging the growth of a robust local manufacturing sector adds vital depth to the economy.
- Job Creation and Emiratization: As local industries grow, so do employment opportunities—especially for UAE nationals. This campaign supports both direct and indirect job creation across sectors like production, logistics, retail, and marketing.
- Sustainability and Supply Chain Resilience: Sourcing and producing locally helps reduce carbon emissions from imports and supports sustainability goals. It also creates a resilient supply chain that can weather global disruptions.
- Cultural Pride and National Identity: Consuming locally made products isn’t just an economic act—it’s a patriotic one. It strengthens the narrative of national pride and shared prosperity.
Voices of Support from Stakeholders
Government leaders and retail executives have been vocal in their support for the initiative. Dr. Sultan Ahmed Al Jaber, UAE Minister of Industry and Advanced Technology, stated that the campaign exemplifies how effective collaboration between government and private sectors can foster innovation, economic growth, and self-reliance.
Retail leaders are equally optimistic. Günther Helm, CEO of Majid Al Futtaim – Retail (operator of Carrefour), highlighted how such initiatives can empower manufacturers and help build a more sustainable supply chain. Faraz Khalid, CEO of Noon, emphasized the potential for building global businesses starting from local foundations. For Ghassan Aboud, Chairman of Grandiose, it’s a matter of offering consumers the highest-quality products while supporting national development goals.
Their sentiments underscore a shared vision: a UAE where homegrown brands stand shoulder to shoulder with international giants in both quality and consumer trust.
The Consumer Role: Small Decisions, Big Impact
While government and retail leaders are laying the groundwork, the final push comes from the consumer. Every purchase made in support of local goods sends a message of confidence and solidarity. It encourages more entrepreneurs to manufacture in the UAE, knowing there is both market access and public support.
Moreover, by buying UAE-made products, consumers are helping retain capital within the local economy—money that gets reinvested in infrastructure, innovation, and social development.
To facilitate this connection, the campaign is making it as easy as possible for consumers to identify local products. Whether through bold signage in stores or highlighted listings online, the focus is on creating intuitive choices that turn passive buying into active participation in national growth.
Future Outlook: Beyond May
While this campaign is currently set for May 2025, its implications extend far beyond a single month. The pilot is expected to pave the way for long-term policy frameworks that favor local production, including incentives, grants, and more extensive collaborations with tech and logistics partners.
Future iterations of this campaign may also explore export possibilities, positioning UAE-made products on global shelves, especially in the GCC, Asia, and Africa. The initiative could become a model for regional trade integration and industrial cooperation, setting the stage for the UAE to become a manufacturing powerhouse.
Conclusion
The “Make it in the Emirates” campaign launched this May is more than a marketing strategy—it’s a national movement. Through fee waivers, visibility boosts, onboarding support, and collaborative effort, the initiative is creating a thriving ecosystem for UAE-made products.
In doing so, it empowers local businesses, uplifts national pride, and reinforces the UAE’s commitment to sustainable and inclusive economic development. For consumers, retailers, and producers alike, it’s a moment of alignment—a rare convergence of values, policy, and opportunity. And it all begins with a simple choice on the shelf: to buy local and build the future.
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