In the heart of Dubai’s dynamic business landscape, Fakhruddin General Trading stands as a testament to resilience, vision, and entrepreneurial excellence. Founded in 1963, the company has grown from a small trading shop in Murshid Bazaar into a diversified conglomerate, shaping industries across trading, manufacturing, and real estate. At the helm of this legacy is Zainab Fakhruddin, the eldest daughter in a family of six sisters, and a second-generation leader who has carried forward the business ethos instilled by her grandfather, father, and uncles.
Through strategic foresight, adaptability, and a commitment to excellence, Fakhruddin General Trading continues to thrive in a competitive environment. Under her leadership, the company remains poised for further expansion, ensuring that the vision set by her grandfather in 1963 continues to flourish for generations to come.
Zainab Fakhruddin’s leadership is deeply rooted in the values of mentorship, adaptability, and sustainable growth. With over 20 years of experience in the business, she has witnessed the transformation of Dubai’s economic landscape and has played a pivotal role in aligning Fakhruddin General Trading with modern market demands. In this exclusive interview with Arabian World Magazine, she shares insights into her journey, the company’s strategic evolution, and the future of trading in an increasingly digital world.
Zainab’s leadership exemplifies a blend of tradition and innovation. By preserving the legacy of Fakhruddin General Trading while steering it towards modern business practices, she has reinforced the company’s reputation as a trusted name in Dubai’s Wholesale & Trading Industry.
The Legacy of Fakhruddin General Trading Co LLC
Fakhruddin General Trading is a family-run business with a history spanning six decades. Zainab Fakhruddin’s grandfather arrived in Dubai in 1963 with nothing but a vision to build a successful business in the region. He started with a modest shop in Murshid Bazaar, selling basic items such as safety pins, hair clips, and toys. Over time, the business expanded, and today, the company remains a major player in the market while still maintaining its presence in Murshid Bazaar.
Her father, Mohammed Hussain Fakhruddin, and uncle Husainy Fakhruddin and Ali Asgar Fakhruddin, Board member of Fakhruddin Holdings, later joined the business, further strengthening its foundation and expanding its reach. Today, Fakhruddin General Trading has diversified into multiple sectors, including manufacturing under Sterling Perfume Industries and real estate under Fakhruddin Properties. Despite these expansions, the essence of trading remains at the core of their operations.
Leadership and Business Philosophy
Zainab credits her leadership style to the teachings of her grandfather and father. She believes that growth is best achieved by enabling others to succeed. This philosophy, embedded within the company’s culture, has guided the expansion of Fakhruddin General Trading Co LLC.
Having been mentored from a young age, she recalls being actively involved in the family business, from stock-taking to financial management. The transition into a leadership role was a natural progression, built on years of hands-on experience and learning from seasoned mentors within the family.
Crafting and Executing Strategies for Market Growth
With Dubai’s rapid economic transformation, Zainab emphasizes the importance of market intelligence, adaptability, and strong stakeholder relationships. She employs a data-driven approach to decision-making, leveraging its deep-rooted connections with suppliers, customers, and international markets.
Continuous assessment of market conditions ensures that business strategies remain both feasible and sustainable. The company prioritizes understanding market trends and aligning operations to emerging opportunities, ensuring that its trading, manufacturing, and real estate ventures stay competitive.
Long-Term Vision for Fakhruddin General Trading Co LLC
Originally a trading company focused on importing and exporting goods from China and India, Fakhruddin General Trading Co LLC has had to adapt to the evolving business landscape. The rise of e-commerce and digital marketplaces has disrupted traditional wholesale models, prompting a shift towards more dynamic business strategies.
Despite these challenges, the company remains committed to its trading roots, continuing to supply customers who rely on its vast product network. Additionally, Fakhruddin General Trading Co LLC is investing in brand development and niche products tailored to specific market needs. The goal is to maintain the company’s reputation as a trusted wholesaler while embracing retail and digital transformation.
Overcoming Market Challenges and Adapting to Change
Wholesale trading has seen significant changes over the years. In the past, bulk orders defined the business, with customers purchasing goods in large quantities. However, the emergence of e-commerce giants such as Amazon has shifted consumer behavior, reducing order sizes and intensifying market competition.
To stay ahead, Zainab has focused on maintaining strong relationships with suppliers and customers while continuously introducing new products. By staying proactive and responsive to market demands, the company ensures its relevance in a highly competitive environment. (evolved into an online marketplace—www.fakhruddinsouq.com)
Sales, Marketing, and Brand Development Innovations
With a strong focus on sales, marketing, and brand development, Zainab has implemented innovative strategies to drive revenue growth and strengthen market presence. This includes:
- Sales Training: Enhancing the capabilities of sales teams to better serve customers and meet evolving demands.
- Digital Marketing & E-commerce: Establishing an online presence through platforms such as Fakhruddin Souq and Fakhruddin Outlet and leveraging social media for brand visibility.
- Retail Expansion: Transforming traditional wholesale spaces into retail outlets, i.e., Fakhruddin Outlet in Ras Al Khor, allowing direct customer engagement and increasing accessibility to products.
By investing in marketing initiatives and expanding into the retail sector, Fakhruddin General Trading Co LLC is bridging the gap between wholesale and direct consumer sales, ensuring sustainable growth.
The Future of Trading in a Digital World
The global trading landscape is undergoing a rapid transformation, with digital platforms reshaping traditional business models. Recognizing these changes, Zainab has embraced digitalization while staying true to its core values of trust and quality service.
The shift towards online retail has led the company to diversify its approach, balancing traditional wholesale operations with emerging digital opportunities. The commitment to innovation, coupled with a customer-centric approach, positions Fakhruddin General Trading Co LLC for continued success in the evolving marketplace.
Staying Ahead of Market Trends
Staying ahead of market trends is an ongoing challenge that requires a proactive approach. The key lies in constant market analysis—understanding what is new, what is changing, and what customer expectations are evolving. Observing global supply trends, such as those in China, helps businesses anticipate shifts in product availability, emerging technologies, and consumer preferences, including colors, flavors, and packaging innovations.
While research and development had not been a strong focus initially, recent investments have enabled the development of more viable products. The wholesale market is flooded with options, particularly with China’s open trade model, but targeted market research allows for precision in customer outreach. Trade exhibitions, artificial intelligence, and digital tools are leveraged to enhance business processes and create a culture of continuous learning.
Training plays a crucial role in keeping up with industry advancements. Employees undergo in-house training—both online and in-person—ensuring they stay updated on sales techniques, upselling strategies, and customer engagement. These 360-degree efforts enable the business to maintain a competitive edge and sustain long-term growth.
One of the key success stories is the establishment of an international retail presence in Muscat, Oman. Despite opening right before the COVID-19 pandemic, the store has thrived due to extensive market research. Expansion plans for another store are already in motion. The digital transformation journey led to the launch of FakhruddinSouq.com, transitioning from a traditional wholesale model to a robust online presence. To cater to local customers in Dubai, Fakhruddin Outlet was established, allowing both bulk and retail purchases. Each of these developments stems from a deep understanding of market trends and customer needs.
Milestones and Achievements
Zainab has been recognized as ‘Business Woman of the Year 2015 by Crowe Horwath and ‘Inspiring Excellence 2015′ by Giants International. However, she believes that being part of a family business means success is measured not in personal milestones but in the continued growth of the enterprise. The most rewarding achievement has been driving business expansion, influencing strategic direction, and convincing traditional stakeholders of the importance of modern trading methodologies.
Initially, there was skepticism about digital transformation and the shift towards e-commerce. However, recognizing the success of major online marketplaces like Amazon and Noon served as a catalyst for change. Overcoming the old-school mindset and introducing digital strategies such as CRM systems, customer service programs, loyalty initiatives, and operational efficiencies marked a significant shift.
With an ambitious goal of exceeding $200 million in revenue within the next two years, Zainab envisions a future where the company operates seamlessly with automated systems and professional management. Supply chain enhancements, brand equity development, and market reach expansion have been instrumental in shaping the company’s trajectory. From international retail stores to an e-commerce platform and localized outlets, these transformative projects have bolstered profitability and sustained business momentum.
Balancing Work and Personal Life
Maintaining a balance between professional and personal life is a challenge, but time management plays a crucial role. Passion drives excellence, and for Zainab, business is not just work—it is an extension of her identity. However, family remains a priority.
With two children, Taher and Nafisa, who are currently studying at Jamea tus Saifiyah University in Nairobi, ensuring quality time with them has always been non-negotiable. Even amidst business commitments, being present for her children’s milestones, maintaining a nurturing home environment, and staying engaged in their academic and personal development remain paramount.
During their early years, she ensured a work schedule that allowed her to be present for them, setting a precedent that family comes first. As they have grown, integrating them into the business by exposing them to its operations has been a way of imparting knowledge and preparing them for the future. Taking them to the office, introducing them to business processes, and showing them real-world examples of trade instills a sense of responsibility and awareness of the industry.
Balancing work and family requires discipline, structured time allocation, and a commitment to both personal and professional responsibilities. A well-maintained equilibrium enables the pursuit of business excellence while fostering a supportive and loving home environment.
Dawoodi Bohra Community Welfare Initiatives
As an active PR member of the Dawoodi Bohra community in the UAE, she is deeply involved in various community welfare initiatives, focusing on social development, environmental sustainability, and humanitarian efforts. Her contributions include organizing charitable drives, promoting education, and supporting local sustainability programs, reflecting her commitment to making a positive impact within and beyond the community.
