WHY THIS FOUNDER CHOSE DUBAI TO LAUNCH A GLOBAL ICE CREAM BRAND

Case Study: M'OISHI | SheTrades MENA

In the latest film from the Dubai to the World series, Carole Moawad, founder of M'OISHI, shares how she transformed her love of ice cream into a fast-scaling frozen dessert brand - manufactured in Dubai and sold across the region.

Carole moved from Lebanon to Dubai 11 years ago. After working a corporate job, she took the leap into entrepreneurship to build something of her own- launching M'OISHI, Dubai's first homegrown mochi ice cream brand.

"Dubai has a very unique proposition to businesses — the access to different nationalities, different level of customers," says Carole. "It also provides access to ingredients from all over the world in an uninterrupted way- from Japan, Africa, Europe or Colombia."

With a production capacity of 30,000 mochi per day, M'OISHI is now expanding across the GCC and into Northern Africa - scaling globally from its Dubai base.

Supported by SheTrades MENA, a program by the International Trade Centre and Dubai Industries & Exports, Carole gained exposure to international markets, new business networks and partnership opportunities.

"Groups like SheTrades MENA... give the exposure and the perspective of what's happening out there. They connected us with a potential partner for expansion in Jordan."

Why women-led brands are scaling from Dubai:

• Direct access to international suppliers and regional markets
• Seamless logistics and manufacturing infrastructure
• Safe, professional environment that supports ambition
• Platforms like SheTrades MENA that open global doors

"In Dubai, anything that happens is a reflection of its leadership, the mindset of professionalism, and the fact that we are all approachable and we all help each other," says Carole.

With over 16,600 Indian companies registered in 2024 (Dubai Chamber of Commerce), Indian entrepreneurs, especially women, are increasingly looking to Dubai as a launchpad for regional and global growth.

Discover how SheTrades MENA and Dubai's ecosystem can support your next chapter.

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