Freedom International to invest $50 million in UAE operations
As part of its ongoing expansion in the region, the company plans to invest $50 million in its operations in 2025-26. Freedom International also plans an IPO around 2029, Sirakanyan added.
Excerpts from an interview'
What factors influenced Freedom International Group's decision to establish an office in Dubai?
Dubai is a global business hub with a unique combination of strategic location, economic stability, and innovation-driven policies. Freedom International Group (FIG) operates in 19 countries, and Dubai's commitment to entrepreneurship, digital transformation, and foreign investment aligns with our own approach. We're here to not only establish an office but to integrate into the UAE's business ecosystem, bringing high-value investments and innovation.
How does Dubai fit into the company's long-term global expansion strategy?
Dubai is not just a regional base for us; it's a launchpad for future expansion into the MENA region and beyond. We plan to make the UAE a central pillar in our global investment strategy, particularly in technology, health & wellness, and digital marketing solutions.
Our 2025-26 investment in the UAE will exceed $50 million, with a focus on:
• Launching Firstline, an AI-driven marketing platform for the HoReCa industry.
• Expanding our health & wellness division, including qTest, Project V, and Coffeecell.
• Strengthening our real estate and financial technology investments.
With Dubai's strong economic policies, innovation-friendly ecosystem, and positioning as a global hub, FIG is confident that this city will be instrumental in our future IPO ambitions.
You have emphasized healthcare and wellness innovation. What specific health technologies or wellness initiatives will be launched in the UAE?
We are committed to disrupting the health & wellness sector by introducing AI-driven diagnostics and premium nutraceuticals. Our key projects in the UAE include:
• qTest – A biometric health assessment tool that measures oxidation levels and pH to provide personalized wellness recommendations.
• Project V – A nutraceutical brand with 80+ premium supplements, expanding to 100 products by 2025.
• Coffeecell – A functional beverage line featuring 6-year-old ginseng-based coffee and energy drinks, designed to promote longevity and vitality.
By integrating advanced health tracking, AI-based analytics, and scientifically backed wellness products, FIG aims to make a meaningful impact on preventive healthcare in the UAE.
How do your healthcare investments align with the UAE's National Agenda and its vision for innovation?
The UAE's National Agenda 2031 prioritizes healthcare innovation, longevity, and AI-driven solutions—which aligns perfectly with Freedom International Group's mission.
• qTest and Project V support the UAE's focus on preventive healthcare and wellness.
• Our AI-powered diagnostics and nutraceuticals align with the country's commitment to life sciences and biotechnology advancements.
• Sustainability is another shared priority. Our ginseng farming and organic sourcing for supplements fit within the UAE's vision for clean, high-quality health products.
We view Dubai as an ideal market to test and scale health innovations, ensuring high-quality, accessible wellness solutions for residents and visitors alike.
The Freedom International Group has a diverse investment portfolio. Which sectors will you prioritize in the UAE?
In the UAE, we are prioritizing:
1. Health & Wellness – Expansion of qTest, Project V, and Coffeecell.
2. Technology & Digital Marketing – Launch of Firstline, an AI-powered HoReCa marketing platform.
3. Financial & Real Estate Investments – Investing in premium developments and fintech innovations.
Our focus is on high-growth, scalable industries that will thrive in the UAE's dynamic and business-friendly environment.
Are there plans to introduce any of your existing brands—like COFFEECELL or NRK87—into the UAE market?
Yes. Coffeecell will be a major focus for our UAE expansion. The health-conscious UAE consumer market is an excellent fit for our ginseng-based coffee and energy drinks.
As for NRK87 (our fashion brand), we are exploring strategic partnerships with high-end retailers in Dubai to bring our unique designs to the luxury fashion market.
We are also looking at introducing qTest and Project V into UAE's premium wellness clinics and fitness centers, offering a comprehensive wellness experience.
Will Freedom International Group be investing in local startups or forming partnerships with UAE-based health and wellness firms?
Absolutely. We strongly believe in collaboration and will be actively seeking partnerships with:
• HealthTech startups that align with our AI and diagnostics technology.
• Wellness brands that complement Project V's product line.
• HoReCa businesses that can integrate Firstline's AI-powered marketing solution.
Our goal is to contribute to the UAE's innovation ecosystem while leveraging local expertise to accelerate our market presence.
Will you be launching new projects in Dubai, or is the focus on expanding existing ones?
We are doing both. While we are expanding existing brands like qTest, Project V, and Coffeecell, we are also introducing brand-new innovations tailored for the UAE market.
Key new projects launching in Dubai:
• Firstline (HoReCa AI Marketing App) – A game-changing digital platform for restaurants and hotels.
• qTest Expansion – A first-of-its-kind health assessment tool in the UAE.
• Beauty Hit (Project V's new skincare line) – A premium cosmeceutical range, launching in 2025.
Dubai is not just a business hub—it's a launchpad for FIG's next wave of global innovations.
Do you see Dubai as a gateway to further expansion into the Middle East and North Africa (MENA) region?
Dubai is the ideal bridge to the entire MENA region, thanks to its:
• Strategic trade connections to Saudi Arabia, Egypt, and North Africa.
• Positioning as a business hub for international companies expanding into GCC markets.
• Advanced digital economy, making it a perfect fit for our technology-driven investments.
Dubai will serve as our base of operations for scaling health, wellness, and digital solutions across Saudi Arabia, Qatar, Egypt, and beyond.
What are your future plans?
Freedom International Group has ambitious goals for the next 5 years:
• Expand our footprint in the UAE, with an investment of $50M by 2026.
• Prepare for our IPO in 2029, positioning FIG as a global leader in tech and wellness investments.
• Scale our AI-driven health solutions, making qTest a household name in wellness diagnostics.
• Grow our HoReCa sector presence, ensuring Firstline transforms restaurant marketing.
• Continue investing in global startups that align with our vision for innovation, longevity, and business scalability.
The UAE is just the beginning — we are building something truly revolutionary for the future of global business, technology, and wellness.
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Freedom International Group (FIG) operates in 19 countries, and Dubai's commitment to entrepreneurship, digital transformation, and foreign investment aligns with our own approach. We're here to not only establish an office but to integrate into the UAE's business ecosystem, bringing high-value investments and innovation. How does Dubai fit into the company's long-term global expansion strategy? Dubai is not just a regional base for us; it's a launchpad for future expansion into the MENA region and beyond. We plan to make the UAE a central pillar in our global investment strategy, particularly in technology, health & wellness, and digital marketing solutions. Our 2025-26 investment in the UAE will exceed $50 million, with a focus on: • Launching Firstline, an AI-driven marketing platform for the HoReCa industry. • Expanding our health & wellness division, including qTest, Project V, and Coffeecell. • Strengthening our real estate and financial technology investments. With Dubai's strong economic policies, innovation-friendly ecosystem, and positioning as a global hub, FIG is confident that this city will be instrumental in our future IPO ambitions. You have emphasized healthcare and wellness innovation. What specific health technologies or wellness initiatives will be launched in the UAE? We are committed to disrupting the health & wellness sector by introducing AI-driven diagnostics and premium nutraceuticals. Our key projects in the UAE include: • qTest – A biometric health assessment tool that measures oxidation levels and pH to provide personalized wellness recommendations. • Project V – A nutraceutical brand with 80+ premium supplements, expanding to 100 products by 2025. • Coffeecell – A functional beverage line featuring 6-year-old ginseng-based coffee and energy drinks, designed to promote longevity and vitality. By integrating advanced health tracking, AI-based analytics, and scientifically backed wellness products, FIG aims to make a meaningful impact on preventive healthcare in the UAE. How do your healthcare investments align with the UAE's National Agenda and its vision for innovation? The UAE's National Agenda 2031 prioritizes healthcare innovation, longevity, and AI-driven solutions—which aligns perfectly with Freedom International Group's mission. • qTest and Project V support the UAE's focus on preventive healthcare and wellness. • Our AI-powered diagnostics and nutraceuticals align with the country's commitment to life sciences and biotechnology advancements. • Sustainability is another shared priority. Our ginseng farming and organic sourcing for supplements fit within the UAE's vision for clean, high-quality health products. We view Dubai as an ideal market to test and scale health innovations, ensuring high-quality, accessible wellness solutions for residents and visitors alike. 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