#739 – Two Dubai Ecommerce Seller Success Stories

In this episode of the Serious Sellers Podcast, Bradley Sutton sits down in Dubai with two entrepreneurs building businesses in very different ways. Abdallah Hesham shares how he went from two failed Amazon products and thousands of dollars in losses to building a seven-figure brand inspired by Project X strategies. He explains how shifting away from basic low-review product hunting and toward deeper niche research, smarter validation, and stronger differentiation completely changed his results.

Abdallah also breaks down the tactical side of his success, including how better listing images transformed a struggling product, why he believes sellers should chase winning categories instead of just winning products, and how he uses Helium 10 tools like Magnet, Cerebro, Index Checker, Keyword Tracker, and Listing Optimizer. He also shares a smart relaunch strategy for products coming back in stock, using pricing, coupons, exact-match campaigns, and lightning deals to rebuild momentum and recover rankings.

Later, Bradley talks with Rashi Dewan, founder of Nothing Silly, a Dubai-based clean snack bar brand made with natural ingredients and no refined sugar, palm oil, or preservatives. Rashi shares how a personal passion for healthier eating turned into a business opportunity after she struggled to find truly clean snack bars on store shelves. From slow first-month sales on Shopify to steady growth on Amazon UAE and a new retail placement, her story highlights the power of conviction, branding, and persistence. Together, both guests show that whether you are building an Amazon brand or launching a food product from scratch, long-term success comes from spotting real demand, staying resilient through setbacks, and actually putting smart strategies into action.

This episode is a reminder that success rarely starts with instant wins. Sometimes it begins with failed launches, slow first sales, tough lessons, and the willingness to keep refining. Whether you connect more with Abdallah Hesham’s Amazon comeback or Rashi Dewan’s passion-driven product journey, the takeaway is the same: real growth happens when you stop chasing shortcuts, trust the process, and execute with purpose.

In episode 739 of the Serious Sellers Podcast, Bradley, Abdallah, and Rashi discuss:

• 00:00 – Introduction
• 01:24 – How Project X Helped Spark A 7-Figure Product
• 04:43 – Why The First Two Product Launches Failed
• 06:06 – Finding The First Winning Product After Early Losses
• 07:19 – How Better Images Turned A Weak Launch Around
• 10:35 – Why Sellers Should Chase Winning Categories, Not Just Products
• 13:36 – Favorite Helium 10 Tools For Research And Optimization
• 16:16 – PPC And Relaunch Strategy After Going Out Of Stock
• 19:39 – Big Goals: Pilot License, New Brand, And Family Success
• 21:49 – How A Passion For Clean Eating Became A Snack Brand
• 24:43 – Launching On Amazon UAE And Building Steady Growth
• 29:17 – Final Lessons On Persistence, Product Research, And Taking Action

Transcript

Bradley Sutton:

Today we talk to an entrepreneur who turned her passion into her own food product, and a student of Project X who had two product failures and lost thousands of dollars before hitting it big and becoming a seven-figure seller, and now he’s even fulfilling his childhood dream of being a pilot. How cool is that? Pretty cool, I think.

Bradley Sutton:

Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that’s a completely BS-free, organic conversation about serious strategies, serious sellers of any level in the e-commerce world. Did you know that in seconds you can find all the keywords any product on Amazon was ranking for in the last couple of years, or find out where any product got sales from from brand analytics data from the last five years, or get exclusive private trainings that used to cost $400 a month? All of these, plus more, is available now on the Helium 10 Diamond Plan. Upgrade with this special 20% off coupon code, SSP20. No contract, you can cancel at any time. Once again, use code SSP20 to get the Helium 10 Diamond Plan that helps brands so much, it practically pays for itself.

Bradley Sutton:

We have somebody who’s actually been here on the podcast before, somebody I recorded right here in Dubai. And real quick, something interesting here. First of all, shout out to Podcast Hub who helped us out here in the World F, but look what there is right in the middle. It’s because there’s a collaboration, but that is a nice X, all right? And those of you who are old schoolers from Helium 10 know about Project X, and that actually has a little bit of something to do with our guest. So Abdallah, thank you for coming on. And can you reintroduce yourself to the audience just in case they didn’t see your first episode?

Abdallah:

Thank you, Bradley, for having me for the second time. It’s been a pleasure. Six years ago, I was a student for Project X. I was watching Bradley and Tim Jordan doing all the mess that they shared about product research. And actually, I believe that this course or mini course has a lot of value. And I tried to apply the same strategy, and I found my product in 2021.

And this year, 2025 or last year, I built a seven-figure business on the same method that Project X has introduced. So my name is Abdallah Hesham. I’m a seven-figure Amazon seller, also a content creator in the MENA region about Amazon FBA. And I have like a little side hustle, it’s aviation. I’m a student pilot. So, Amazon gave me the freedom to do whatever I want.

Bradley Sutton:

Are you, is that just going to be a hobby? Or do you actually want to like be a pilot for airlines or for a company? Or what’s your goal with that?

Abdallah:

Okay. Actually, my childhood dream is to be a pilot. So I want to be a commercial pilot, but at the same time, not to leave the Amazon. So I have to, I hope I can make it like a part-time pilot. I fly like one or two times maximum in a week. And what I like about Amazon FBA, it’s 90% automated. Once you launch the business, before you launch the business, you need to talk to the suppliers, do, spend 12 hours a day making product research. But once you have a good product and have the system that works, it’s 90% automated. You just make the operation, inventory, PPC management, and like this.

Bradley Sutton:

Now you’re not based here in Dubai, right? Where are you based?

Abdallah:

Okay, I’m based in Egypt, but I flew from Egypt to Dubai for events like this.

Bradley Sutton:

Okay. Awesome. Now going back to Project X, you talked about, Hey, there’s, you know, some core fundamentals that you learn and that help you launch your business. What, what, what, what was it? What did you learn from there that helped you launch a successful business?

Abdallah:

Okay. Actually, before that I watched the Project X in 2021, but I started to learn about Amazon 2020. I watched many videos in Arabic and English, and all people are talking about using software like Black Box, adding just numbers to get sellers. Like for example, I will add filter. I need a product or a seller that making 10,000 per month and has maximum 200 reviews. So this method, I tried two times and I failed my first product. I made a lot of sales, but I lost completely. I lost like 15,000 in USD. Then I launched a second product and I also lost like $3,000. So, I tried to know what are the reasons for my two failures. People that I watched on YouTube are saying to find a product that has low competition, you need low number of reviews. But then I was searching on YouTube and Project X came to me. Let’s check Project X. What I really liked and I know that these people, they are unique, to be honest. When you say that Tim Jordan was making product research, but not using a tool, he was doing it on Pinterest.

So he is brainstorming a product, not just following the numbers that everyone is using and getting a product that will be visible on the radar for anyone who are using Helium 10. I like to use Helium 10 for product research, but Magnet tools, not the Black Box, because Magnet tool, you, let’s say you go to ChatGPT, get a keyword or a niche and then use Magnet, start to check, is there any relevant keyword that are exactly describing a product. So when I watched Project X, actually, this is one thing that I liked. And to be honest, this video changed my whole life, to be honest.

Bradley Sutton:

Awesome. So it’s kind of like, of course, there’s nothing wrong with trying to find something that has low competition, but even going to the ones that have high competition, but maybe you have a unique angle like shelves is obviously high competition, but nobody has like a coffin shelves. So, like looking where there might be demand for something that is not possible. And so your number one seller, your number one success, how did you find that? What was it on Pinterest? Was it on a different website? How much have you sold of that product? Talk a little bit.

Abdallah:

My first winning product. Okay. Actually, it was my third product to sell on Amazon and the first one to one. And I did multiple products research and then I found one, but actually at this time, I had two failure. I don’t have too much information and experience. So I don’t, I cannot validate if it’s the right product to sell, especially after two failures. So, I booked a call. Anyone in the Centurion league can book a call with Tim Jordan. It’s for free. And then you took as a product and Tim Jordan will say his validation and opinion. This is the best product he has ever seen. It was 1am at his time. He went to his wife and wake her up, see what Abdallah, the products that Abdallah came. Actually, I was very happy about this product. Yes, I made in the first year, six figures, but I lost at the first two or three months.

Bradley Sutton:

Why?

Abdallah:

At this time, I didn’t have enough cash flow to be honest too, because I failed in my first two products. So, I started to have two partners. They are Egyptian living in China. And I know when I have to make the product images, it’s very important for your conversion rate. I can spend a lot of money in images to make a higher conversion rate, but I told them, they told me, no, we know a Chinese agency that can make the images, 20 images in $50 or something. I said, okay, let’s try, but let me be clear. It will not work. So we bought 500 units of this product and we made very bad images and we launched the product. And at this moment, you had two failures. I sacrificed my engineering college, dropped out of engineering to make it success in Amazon. I was hoping when I launched the product to make 10 units per day, 20 units. First day, we got two sales. Second day, three units. The first week we sold like 30 units in seven days. It was failure because we had a very low conversion rate. We have a good traffic. And because our competitor was doing, I think 150,000 each month, and he has 20 variations, and I only have one variation or two. So we liquidated the other inventory. It was 300 units. And I started to tell them, no, everyone will work alone. And I still believe in this product because, you know, it’s an inside feeling, you know, it will work. So, but you have to make it right. So I tried to optimize my listing, made a new listing, made a new images, spent like $600 on making the seven images. And I launched the product in 2021, I think in June or July. And from June to November or December, I made like 100, my first six figures, 100k, but I was out of stock because when I launched the product for the second time in July, I made a lot of profit, but I have to take the profit and all the cash and all the cost and put it again to supply the queue for demand. And this started from here.

Bradley Sutton:

Okay, excellent. Excellent. And then everything you’ve done since then, is it like on the same brand, you just extend or are you starting new brands and doing completely different kinds of products? Or what’s your strategy been?

Abdallah:

So from 2021 to 2025, I have the same brand, same category, same everything, but different products for sure. But this year, I’m planning to make a new brand. Actually, I’m going to China in April for the Canton Fair. I have a new brand to launch. And my goal for this brand to make an exit in the next two or three years, because it has higher competition than my old brands. But now I have experience, I have the cash flow, so I can make a competitive niche, but it’s not too much competitive. But what if I can advise anyone who wants to start on Amazon, don’t chase winning products, chase winning categories, because winning products will make you cash at the beginning, but will not make a brand so you can exit from this brand. But if you are searching, let’s say I’ll give you an example. Actually, this will be my talk today at my presentation. I was searching on Amazon, I picked a category, it was home and kitchen. I went to ChatGPT and it gave me 200 niches to start my research on Amazon brand analytics and Magnet tool. And it gave me a shower related to bathroom.

So I went to Magnet and I entered shower, and I started to refine by title, dynasty and search volume. And I checked all the shower or all the keywords that contain shower. I was looking for a product related to bathroom, but I saw a keyword, it’s baby shower decoration.

Abdallah:

Okay, it’s completely different from what I’m looking. But let’s see, I talked about baby shower decoration, I put it again in Magnet, I found a product, the keyword I think we can barely wait baby shower decoration has 9000 search volume and consistent 9000 search volume for the last year. And how many sellers I think seven sellers only selling the set that contains balloons and tableware and everything. The highest one that has maximum highest review, I think 70 or 100 reviews, and he is making a lot of sales. And also, all people are offering the blue color only for boys. But when I use ChatGPT, I found that 50% of the newborn in the United States are a baby girl. So I see Yeah, this product has a lot of search volume has a real demand. And for sure, there are other related keywords. Not too much competition. Yes, the product is not easy. I have to travel to China to make it because two different products or items you have to make it in one box.

Bradley Sutton:

I actually like that as a strategy. I’ve talked about that before. Even now I do that with a coffin shelf where everybody copied the coffin shelf. But now I changed the coffin shelf. Well, now there is a coffin gift box. Also, I have some like LED spooky lights.

Abdallah:

Okay.

Bradley Sutton:

And these come from total three different factories. None of the people who are copying the coffin shelf are going to take that effort. Oh, let’s go and then find my sister another factory and let’s bring it here. So I’ve done this for like two years and not one copycat because it’s hard. And so if you’re having two products in one, that makes it much harder for the common factory.

Abdallah:

There are six different products in one set.

Bradley Sutton:

Six different-

Abdallah:

Balloons and tableware and a lot of things. So this is my goal. And I see a huge momentum in this category. And this will be my next or my exit in the Amazon space.

Bradley Sutton:

Awesome.

Abdallah:

The next three years or so.

Bradley Sutton:

Awesome. All right. So you’ve talked how you use Magnets a lot, which by the way now is actually in Cerebro. So we combine Magnet and Cerebro into one tool. What other tools in Helium 10 have helped you on your journey or do you use regularly?

Abdallah:

Okay. That’s quite interesting. Index Checker.

Bradley Sutton:

Okay.

Abdallah:

I know it’s a small tool. Not a lot of people know but-

Bradley Sutton:

It’s very important.

Abdallah:

It’s very, very important to, because sometimes you want to search for a keyword, see if you are visible or not, or indexed or not, but this tool is amazing. And actually the keyword tracker and the rocket button that it’s a-

Bradley Sutton:

Boost.

Abdallah:

Yeah. Yeah. Boost button that track your ranking in a very long time. Cerebro for sure it’s must use. Cerebro Magnet must use for me. What other tool? Listing Frankenstein. And I think it’s now-

Bradley Sutton:

It’s called Keyword Processor now. The hardest formerly known as Frankenstein. Yeah. Keyword Processor.

Abdallah:

Yeah. And the Listing Optimizer tool. These are my essentials tool in Helium 10.

Bradley Sutton:

So how many SKUs do you sell now?

Abdallah:

Right now, I have two brands, total SKUs like eight SKUs.

Bradley Sutton:

And is it all Amazon USA? Are you selling in other Amazon countries or another marketplace like TikTok or Walmart or anything like that?

Abdallah:

A hundred percent U.S. marketplace. In Egypt we have a very common quote, Egypt is the mother of the world, but I say every time in my videos, United States is the mother of the world because everything has the bad and pros and cons. But in the U.S. what I like there, the culture of the people and the TikTok videos and social media are making people are hungry to buy new products that are literally released in the market yesterday. Let’s say a Chinese factory made a pizza blanket. Okay. No one will wake up and search on Amazon for pizza blanket, but I opened TikTok and found pizza blanket and then, oh, I want to buy this one. So the only marketplace in the world that people there can buy these funny and cute products, it’s the U.S.

Bradley Sutton:

Yeah. Interesting. Yeah. I don’t think they’re buying pizza blanket in Egypt.

Abdallah:

Yeah.

Bradley Sutton:

I don’t think anybody’s buying blankets in Egypt. It’s very hot. All right. So you’ve talked about some unique product research strategy, like you’re using Magnet, but just in general, any other strategies that you’re going to talk about today at the conference or something about, you know, your, how you manage your advertising, how you manage your keywords, anything at all you want to talk about?

Abdallah:

Okay. I have a quite interesting advice for PPC or relaunching after out of stock. My bestseller ASIN, I ran out of stock in December because Q4 and then my stock came back in half of January. And when I launched my, the same campaigns, I turned them on, let’s say in December or on August, I have 10,000 impression every day for the one campaign. I tried to boost and increase my bid, but I, Amazon kept me at 2000 impressions per day. So let’s say I’m in August, I was selling 70 units in a per day in this product. When I launched it one month ago, I was selling 40, 30. It’s not normal. So, I was selling at price 24.99. I made my price 21.99. And this is the sale price, not the lesser price. Okay. Or not your price. Sale price 21.99. And then I made a coupon for a 10%. So, the final price will be 99. And I made a lightning deal. It will start at 8th February. The lightning deal, I, I’m selling a gift item. So it will, my sales will be higher because of Valentine’s day, which is tomorrow. So I made a Valentine, sorry, a lightning deal starting from 8th February and the lightning deal, the final price will be about 22. Okay. Or 23. How? Because lightning deals don’t take the sale price into consideration. It take the lesser price or the highest price in the listing.

Bradley Sutton:

So before the lightning deal started, how long before the lightning deal started, did you make the sale price?

Abdallah:

No, I actually changed the sale price in the same day that I submitted my lightning deal.

Bradley Sutton:

Okay. So you submitted the, so, so you had, you know, the regular price 24.99, you submitted the lightning deal in advance for the future date.

Abdallah:

Yeah.

Bradley Sutton:

And then at that time you did the sale price.

Abdallah:

Yeah.

Bradley Sutton:

So, but then when the lightning deal started, it makes the sale price disappear. And now it just shows the lightning deal or how to double.

Abdallah:

Yeah.

Bradley Sutton:

Okay. And how about the coupon? Is that, do that disappear also or still stay closed?

Abdallah:

I closed all my coupons.

Bradley Sutton:

You closed it.

Abdallah:

Yeah.

Bradley Sutton:

So, so you, you set the lightning deal because you need, you need the high list price and the history for the lightning deal, but then to get some momentum before the lightning deal started, you started the, okay.

Abdallah:

Exactly. So I use Cerebro and one of my favorite tool in Helium 10 is Cerebro historical trend.

Bradley Sutton:

Yes.

Abdallah:

Okay. Because at that day, when I changed my price, I see my historical organic rank. I was ranking 2000 keywords. And then right now I’m ranking on 500. So I got the keywords that I, it was generating a lot of sales for me also using search security performance. I make an Excel sheet for these keywords and I make exact the campaign. At the same time, I know what my sale price to increase my conversion rate. So, I get a lot of momentum and organic juice. And then at starting from 8th February, I have good organic rank, and then I can raise my price using lightning deal. So, it will make me a higher conversion rate at higher price at a ranking at many keywords.

Bradley Sutton:

Awesome. Awesome. All right. That’s a great strategy that you guys can, uh, can try if something has slowed down or, or like you said, you, you, you have been out of stock. Um, so your goals over the next year, let’s say next year, I come back to World F for the third time and we interview for the third time. What do you want to be able to tell me that you’re now fully licensed pilot? Uh, the other brand is already a million dollars. Like, tell me what, what are you going to be able to say next year?

Abdallah:

Okay. It’s very nice. Um, first of all, I take, uh, finish my PPL private pilot license. I will finish it in two months. So I hope to this year, finish my commercial pilot license. Um, and also launch of the second brand I told you about and have like six SKUs, because if we have six SKUs in this brand, we can actually make 2 million per year. Um, uh, personal goal to be married this year.

Bradley Sutton:

Do you have a girlfriend?

Abdallah:

Yeah.

Bradley Sutton:

He just has this goal. I don’t, I don’t know. I don’t have a girlfriend yet.

Abdallah:

Yeah.

Bradley Sutton:

Okay.

Abdallah:

So, and also, um-

Bradley Sutton:

You already have a, um, proposal, a fancy proposal at the pyramid or, or-

Abdallah:

Yeah, actually we will make it in April in Pyramids.

Bradley Sutton:

There we go.

Abdallah:

Yeah. So if you come to Egypt, you’ll have to come and anyone watching the video, if you’re in Egypt, please come into the Pyramids. So, uh, another goal is, um, try to make my family and my sister and my brothers. Um, I want them to have the same knowledge that I have, because you know, when you work in e-com or online business, it’s, you are the 1% of the world because other people are working from nine to five. They don’t have the mindset to make business or even they don’t know that you can make money online. So I hope this year, uh, not only change my life, but change my sister and my family and to make them have, um, like know how or knowledge to run their own businesses. So when I have 40 years old and my sister is 25 years old, I’m not driving, let’s say Mercedes or Lambo or whatever. And she is driving a normal car. I, we, I want all of us in the same level. So this is my biggest dream in my life.

Bradley Sutton:

Love it. Love it. All right. Next up, we have got another local brand and I love the name here.

Nothing Silly. And it is, I can see why we had chocolates and now I’m just looking at the, uh, this year I see, uh, no refined sugar sweetened with dates. So please introduce yourself and tell us a little bit about your Nothing Silly product.

Rashi:

Hi everyone. My name is Rashi. I’m the founder of Nothing Silly. We manufacture a hundred percent clean and natural snack bars. Um, we add no preservatives, no palm oil, no refined sugar, no fake sugar sweet. Um, so yeah, it’s really a hundred percent clean and made with ingredients you’d likely find in your own kitchen.

Bradley Sutton:

Awesome. Awesome. Um, is this manufactured locally here in Dubai?

Rashi:

Yes, we manufacture in Dubai.

Bradley Sutton:

When did, when did you start?

Rashi:

Oh, it’s been just over a year for us.

Bradley Sutton:

Okay. How did you get into this kind of a business?

Rashi:

Um, just give you some background about myself. Uh, I’m a huge foodie, a huge snacker. Um, and off late, I started becoming very serious about what I’m putting inside my body.

Um, I started reading labels. I started asking restaurants what their, what oil they’re using, what ingredients they’re using. So, I got quite serious about my health. Um, and one day when I was quite hungry, I walked into a leading supermarket. I thought I’ll grab a snack bar because that’s typically a clean option to eat in a supermarket. Um, I spent good 20, 25 minutes. I read a lot of labels. I actually couldn’t find anything. Um, snack bars were full of either glucose syrup or sugar or maltitol or palm oil. And that was really the trigger point for me. Um, after that, I got home, did a lot of tests. I think I did about 80 plus tests over five, six months. And that’s when I finally decided on the product.

Bradley Sutton:

Okay. Now, where did you launch? Did you start in the stores? Did you start on Amazon?

Did you just start on your own website?

Rashi:

Um, so for us, we started online. Um, we built a Shopify website. Um, and yeah, we mostly started doing Meta Ads. Um, and yeah, the number one step for us was a website.

Bradley Sutton:

And, uh, how did you do in your first month of sales?

Rashi:

Yeah, very low. I think, um, I did eight orders and those were also my friends and family. So, the eight people I knew in Dubai ordered from me. So the first month was really slow.

Bradley Sutton:

Uh, how, how did you not let that, uh, discourage you?

Rashi:

Um, I think I really, really believed in the product. Um, I, I would say that when I taste a product, I do regard myself as a good taster. I know what a good tasting product looks like.

Um, I’m very proud of the brand name. I think Nothing Silly, um, really tells you from the name itself that we put nothing silly in it. So I really believed in the brand. I really believed in the product. Um, and I, we actually didn’t do any marketing in the first, uh, month. So yeah, I felt that, that it’s basically because of the lack of marketing.

Bradley Sutton:

Okay. Uh, at what point did you launch on Amazon?

Rashi:

Um, me last year.

Bradley Sutton:

And how did that work out better than the eight sales and one month?

Rashi:

Yes. The first month was not as bad as the first month on my own website. Um, but it’s a slow journey. Um, Amazon, however, um, I absolutely love Amazon. I think they’ve, they’ve supported a small brand quite well, um, in terms of the tools, the ads, um, ad tools that they have. It’s quite helpful. And we managed to grow, um, more than 50% every month on Amazon. I think Amazon’s algorithm also, um, you know, favors brands that taste good, where the reviews are good, et cetera. So overall we were quite happy with Amazon.

Bradley Sutton:

Are you just here in Amazon UAE or any other Amazon marketplaces?

Rashi:

So far just UAE.

Bradley Sutton:

Okay. Uh, do you use Helium 10 at all?

Rashi:

Yes. I have used it for two months in the beginning when I was trying to look for keywords, um, for the products. Yeah.

Bradley Sutton:

What’s an interesting keyword you found that of what somebody would search to find something like this?

Rashi:

Um, I didn’t expect dark chocolate to be, um, a strong keyword for us because we’re a snack bar. Yeah. I expected protein bar, snack bar, energy bar, healthy snacks. Uh, but dark chocolate was actually one that, that is really converting for our product.

Bradley Sutton:

Excellent. Excellent. See, that’s, I didn’t know she was going to say that, but it shows you, you never know what Helium 10 might, might show you. Um, what’s the, what’s the future for you and this brand? Like what’s, what’s your goals? Are you planning, are you trying to expand to offline first or you want to expand to other Amazon marketplaces in other countries? So what’s your goals?

Rashi:

Um, so for the immediate few years, I would say one to three years, we do want to, um, get our foothills stronger in the online, um, space in the UAE itself. So, we’re focusing more strongly on Amazon. We’re focusing on the local competitor of Amazon, which is known, uh, we’re very strongly focusing on quick commerce. We haven’t been able to, uh, log that in yet. Uh, but that’s mainly the focus. Once we believe that we have hit a number and we have saturated online, um, that’s when we would look at offline.

Bradley Sutton:

For those other marketplaces, how would you fulfill those orders? Do you have to ship yourself or can you actually use like your, uh, uh, Amazon FBA inventory to ship to like noon or the other, or the other ones?

Rashi:

Um, so it’s a mix of both currently to Amazon. We, um, pack and we deliver ourselves. We will send it to the Amazon warehouse where Amazon FBA, and then Amazon does the delivery. Um, but for the other, uh, B2B vendors, we are planning to, um, work with a fulfillment partner here locally in Dubai. So, we would be sending our inventory to them and they would be doing the packing and the fulfillment for us.

Bradley Sutton:

Of those three, you mentioned is Amazon the biggest here in this market?

Rashi:

Uh, for my, for me, yes, currently they are the biggest, but that’s because I, Amazon is pretty much the only one I am working with. The others are all very small players right now.

Bradley Sutton:

What would be the first country you expand to? Would it be Saudi since it’s, uh, you know, so close to here and connected to the UAE market, or are you going to try and go to Europe or where do you want to go?

Rashi:

Um, so Saudi and UK, other two I would look, I was looking at, um, Saudi mostly because it just feels like a natural next, next step. Um, I do see a lot of my friends were in similar businesses in the UAE expand to Saudi and things are doing well for them. Um, in the UK, because I moved here from the UK, I’m aware of the market. Um, and I did see a gap on Amazon in UK for this product as well. Um, so these two are the main countries on my mind right now.

Bradley Sutton:

Do you have a day job? Is it, or have you, are you dedicating yourself a hundred percent to this business?

Rashi:

More than 100%. Uh, it takes quite a few hours every day, 14, 15 hours of work to, um, to build something like that. You can’t do it half-assed over the job.

Bradley Sutton:

They say entrepreneurs are the only ones who to stop working from eight to five, they’ll work the four, you know, 16 hours a day so they can work themselves. Yeah. Uh, what’s, what, what’s your biggest win and your biggest loss since you’ve started this, this business?

Rashi:

I think, um, I have a recency bias. Uh, recently we, we, um, cracked a deal with, um, not a very big, but a fairly big, so nine store, um, supermarket here locally called Organic Foods and Cafe. Um, they have a premium sort of a customer base. Um, so I think that was a win for us. It also gave us one foot into the offline space to test how it actually works for us. Um, in terms of one loss, I think it’s been quite challenging for me as a, as a, as a new business owner, one-year-old business to get into the quick commerce space, which is noon minutes here, um, noon minutes, curry and quick, et cetera. Um, they, they do have, they do have a big share of online grocery business in the UAE. But as a small new business, it’s very hard to get into their warehouses. So yeah.

Bradley Sutton:

Awesome. All right. Well, I wish you all the best of success with the Nothing Silly brand. That’s a great lesson in, in cool branding, uh, guys, uh, nothing silly is something that you can remember for sure. Um, and, uh, maybe next year or when, when I come back, uh, you can tell us about how you’ve doubled in size, uh, since this podcast.

Rashi:

Thank you so much. Very kind of you to have me over. Thank you so much.

Bradley Sutton:

All right, guys. Uh, hopefully you enjoyed these episodes here or these guests that we’ve had here at World F, uh, in Dubai. Um, great community here of sellers, uh, in this region and don’t just take this episode and say, oh, that was nice and inspiring to hear about the, the, the food brand and, and, you know, persevering to hear about this product research, put into practice, what you learned, try and get into brick and mortar into retail stores. You know, think about what’s your passion. Uh, can you make a business out of your passion? If there’s demand for it, uh, like our second guest and can you use the Project X strategies, uh, that were from back in 2020, but still working just as good today to launch new brands. So thank you guys very much. And we’ll see you in the next episode.

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