20-03-2025
How Dubai-based mother turned into an entrepreneur with a birthday treat
Muna Rahim started her journey when she elevated rice crispy treats for her daughter's birthday party—unintentionally sparking a demand that led to a full-fledged brand.
Now, she's the founder of CrACKLES, a Dubai-based dessert brand which specialises in gourmet, hand-crafted rice crispy treats, carving out a unique niche in the F&B industry.
As the UAE celebrates Mother's Day on March 21, we spotlight the inspiring mom who turned a simple homemade treat into a thriving business. Balancing motherhood and entrepreneurship, Muna tells City Times how she turned a childhood favorite into a successful business, navigated the transition from corporate life, and secured a deal on Shark Tank Dubai. Excerpts from the interview:
CrACKLES started as a treat for your daughter's birthday. How did that moment inspire you to turn it into a full-fledged business?
I honestly didn't expect it to turn into a business at first. I just wanted to make something fun and different for my daughter's birthday. The guests loved them, friends and family started asking for more, and I saw an opportunity to take my favourite childhood treat and elevate it into something gourmet, customisable and fun. I recognised that rice crispy treats were (undeservedly) not getting the same love as cupcakes and cookies and I found a gap in the market for something nostalgic yet gourmet, so I ran with the idea.
As a mother and entrepreneur, how do you balance running a business while prioritising family life?
To be honest, it's not always balanced. Some days, work takes over, and other days, I make sure my family comes first. It's a constant juggle, but I always remind myself that my ultimate goal is to build something meaningful without missing out on the moments that matter most.
How has motherhood influenced your approach to leadership and business decisions?
Motherhood teaches patience and resilience, both of which are essential in business. It has made me a better leader because I see my team, and all the people who I work with closely, as a family. I listen more, nurture talent, and always think long-term. Plus, being a mom means I've mastered multitasking and problem-solving under pressure!
What lessons from parenting have helped you navigate the challenges of entrepreneurship?
One of the biggest lessons I've learned, both as a parent and an entrepreneur, is that things won't always go as planned, and that's okay. It's actually inevitable. Kids teach you adaptability. You learn to think on your feet, problem-solve on the spot and pivot when necessary. These skills are just as crucial in business as they are in parenting.
Also, patience is an invaluable lesson. Just as raising a child requires nurturing, time and unwavering commitment, growing a business demands the same qualities.
And lastly, celebrating small wins. As parents, we cheer for every little milestone – first steps, first words etc. That mindset has helped me in business too. I've learned to acknowledge and celebrate every success along the way, no matter how small. This helps me keep my morale high, it fuels my motivation and reminds me that progress (no matter how little) is still progress.
What advice would you give to mothers who want to start their own businesses but feel hesitant about taking the leap?
Just start. You don't have to have everything perfectly planned out on day one. The most important step is to take action – test your idea, start small, and grow from there. Progress happens through learning and adapting, not waiting for the "right time."
Don't let fear or guilt hold you back. It's easy to worry about whether you're doing the right thing. Always remember, your kids are watching and learning from you every day. They see your determination, your resilience, and your passion, and that in itself is a lesson in courage. You're not just building a business, you're showing them what's possible when you believe in yourself.
Also, ask for help when you need it. Whether it's from family, friends, or hiring the right people, you don't have to do everything alone. Entrepreneurship isn't about being a one-person show, it's about building something sustainable. The sooner you accept support, the faster you'll grow, both as a business owner and as a mother.
What motivated you to pitch CrACKLES on Shark Tank Dubai?
I've always loved the show and when the opportunity for me to be on the Dubai rendition came my way, I jumped on it! I knew CrACKLES was something special, and I wanted to take it to the next level. Shark Tank was an opportunity to get exposure, mentorship, and strategic advice and support.
Can you walk us through the moment when you secured a deal with three investors?
It was surreal! I went in with an open mind, but I was determined to get the right strategic partners. When three Sharks came in with an offer on the show, it was validation that CrACKLES wasn't just a passion project, it was a scalable business. That moment was a mix of excitement and pride.
What was the most unexpected or challenging part of being on the show?
The pressure! It's one thing to pitch your business in a meeting and it's another to do it in front of cameras, investors, and knowing so many people will watch. The pre-show preparation and the anticipation of the unknown requires a certain amount of courage and resilience. And once you're in the tank, the negotiations move fast. You have to think on your feet, make high-stakes decisions in real time, and stay composed under pressure.
