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• Launched by Khalifa Fund and Sponsored by Citi group, Sougha is expanding
Dubai - The Center for Executive Development (CED) at the University of Dubai has started training more than 15 womenin Ajman as part of the Sougha Initiative. The community service initiative,launched by Khalifa Fund for Enterprise Development and sponsored by Citi Group, isaimed at preserving the Emirati heritage by creating economic opportunities for Emirati artisans in the UAE.
The Sougha Initiative provides training to local craftswomen in the UAE to enhance their technical and entrepreneurial skills and promote their products in themarkets. Sougha in the local dialect means "a gift that a traveller brings to his or her family on returning home". Today,Sougha is considered the best source of Emirati handmade products.
Dr. Vidya Nandagopal, Director of CED at University of Dubai, said: "The University of Dubai is committed to initiatives such as Sougha because of their potential to bring in positive social and economic changes. Sougha has a key role in promoting traditional products and consolidating the concepts of national heritage in this market."
Karim Seifeddine, Head of Citi's Public Affairs & Government Relations, said: "The association between Citigroup and University of Dubai has been a very enduring relationship with great synergies between the vision that Citigroup has in community engagement and the way it is being implemented by University of Dubai."
Since its inception in January 2011, Sougha has achieved remarkable sales growth, especially after its artisans started to produce goods for corporate clients, retail partners and national exhibitions.
Ayesha Harib Al Yousuf, who leads the Sougha project, said that starting this year Sougha will help the artisans find new markets and promote their products through multiple channels, including social media.
The CED at University of Dubai has been partnering with Khalifa Fund to deliver training to Sougha artisans through grants received from Citigroup since 2005. These grants are used for purchasing equipment and materials as well as conducting training and coaching sessions for these artisans.
The training focuses on high quality dying, weaving and palm leaf sewing to produce beach bags, tote bags and products such as purses, mobile holders, Ipad covers, embellishmentsfor leather jackets, abayas, etc.
The CED courses, which range from Basic Marketing and Finance Concepts to Understanding the Industry and Competition, will continue for three months at Umm Al Moumineen Women's Association in Ajman.
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© Press Release 2015
