UAE entrepreneur rushes to meet sanitizer demand as Middle East battles coronavirus

1 / 2
2 / 2
Dr Iman Alashkar’s personal care items such as hand sanitizer and handwash are in high demand due to the coronavirus outbreak. (Supplied)
Short Url
Updated 29 March 2020
Follow

UAE entrepreneur rushes to meet sanitizer demand as Middle East battles coronavirus

  • Dr Iman Alashkar is working round the clock to make sure her company meets the spike in demand for personal-care products
  • In addition to supermarkets, pharmacies are reaching out to replenish their stocks of sanitizers amid coronavirus crisis

DUBAI: Until a few weeks ago, they were widely considered good personal hygiene habits. But now, effective handwashing and use of hand sanitizer in community settings are strongly recommended as two of the most important measures to avoid the transmission of the deadly new coronavirus disease (COVID-19).
For Marssai, a Dubai-based company that manufactures hand sanitizer, handwash and shampoo, the public health crisis created by the COVID-19 outbreak has translated into sales so brisk as to be beyond its founder’s wildest dreams.
The female entrepreneur behind Marssai, which means “my anchor” in Arabic, says her staff have pulled out all the stops to meet the surge in demand for its personal-care products during these challenging times.
Dr. Iman Alashkar, a UAE resident of Syrian origin and a pharmaceutical scientist, says Marssai has sold close to 100,000 bottles of hand sanitizer in a single week.

 


“I’ve been working 24/7 for the past 10 days,” she told Arab News. “I’m not exaggerating but I worked at least 20 hours (a day), and am running on adrenaline.”
Alashkar, who is in her 40s, said her sleeping pattern has changed: She now devotes an hour or so per night to rest and spends every waking minute at work.
Just a few days ago, she said, she curled up on a staircase within her factory premises for a nap lasting all of two hours.
“When you do your Ph.D. in the US, you get trained to be tortured and to not sleep,” she joked, “but I’m OK.”
Alashkar says she is savoring every moment, no matter how hectic. “I love the fact that we’re making a difference and keeping the quality,” she said.
“It’s what keeps me going, and when you see it, it gives you that power. You have a purpose, and it gives you energy and light to keep doing. It’s tiring but fun.”
Marssai products are now selling in a number of supermarkets, including Choithrams and Carrefour. Pharmacies in the UAE have started reaching out to her to replenish their stocks.
Alashkar said she worked for several years in technology consulting in Boston, before opting to move back to Syria.
It was not a difficult decision: She belonged to a family with a strong connection to the Middle East’s pharmaceuticals industry.
“My training and expertise are in the pharmaceuticals domain. I got my Ph.D. in pharmaceutical sciences in Boston,” said Alashkar, who is also a member of the American Society of Cosmetic Chemists.

“My grandfather had a factory in Damascus and in Egypt in 1920, so I grew up around pharmaceutical products.”

With the civil war in Syria dragging on, Alashkar relocated to Dubai six years ago to set up her own factory and pursue her passion.
“I noticed there wasn’t much manufactured here for a place that’s really reputable and is identified for quality, class and lifestyle,” she said.
“I felt it didn’t have enough to represent it, and there wasn’t enough being manufactured here.”
Before the coronavirus storm struck, Alashkar’s factory in Dubai Science Park produced shampoo and handwash under the brand name Marssai, a name she chose to honor the Arabic connection (there is a separate children’s brand, Peekaboo).
“Dubai became a place that I loved, and I specifically wanted the brand to sound Arabic,” she said.
“The products are full of water, at least 80 percent, and for that, shopping for water internationally didn’t make sense. So it made sense to source the water locally.”
Alashkar describes the products made by Marssai as no less vital than food since both are required on a daily basis.
According to the World Health Organization (WHO), thousands of people die every day around the globe from infections acquired while receiving health care. “Hands are the main pathways of germ transmission during health care,” its website says.

Alashkar said: “It’s a human right. I wanted to start with what’s essential for us in terms of wellbeing in our life, something we use every day and that should be well made as part of consistent hygiene.”

According to her, it was important to manufacture the hygiene products locally. “We shouldn’t be paying a high price for an essential product we use every day, especially when half the price is shipping. It didn’t make sense,” Alashkar said.
It was not long after COVID-19 cases began to be reported in the UAE that supermarkets and pharmacies in the country found themselves struggling to keep pace with the soaring demand for hand sanitizers.
With its factory well placed to produce different types of hygiene products, Marssai was able to enter the market very quickly.
“The product range isn’t common in the region, but I built a factory with the same approach that one builds a sterile pharmaceutical lab,” Alashkar said.
“I took the time to make the ‘clean room approach’ the right way, an approach that isn’t known in the cosmetics industry,” she added,
“It served me well that we have an environment that’s very efficient and capable of making so many things in a clean and proper way.”
The factory in Dubai Science Park was built to prevent cross-contamination, she said, adding that by definition, this removes all conceivable risks when producing different types of products.


The coronavirus crisis hit just when Alashkar was working with her distributors to get the Carrefour supermarket chain to display Marssai’s traditional products. Before long, she was informed of a shortage of hand sanitizers.
“I knew I could make it, but I wasn’t sure of the packaging and the style,” she said. “We worked day and night to create the product. It got approved by the municipality and we launched more than 10 days ago.”
Since then, Alashkar and her team have been working practically nonstop to meet the demand for hand sanitizers.
“I’m on an adrenaline high and I haven’t slept all week, but I’m so happy people are liking it and I’m adding value,” she said.
“I feel I’m helping people in a way as well. Every entrepreneur needs a ‘why’ to keep them going. Sanitizer is a part of you, and it has to be pleasant if you’re using it for your wellbeing.”
The answer to the question “why” has been given by the situation caused by the COVID-19 pandemic, according to Alashkar, who wants to apply her experience and knowledge to ensure adequate supplies of hand-hygiene products for customers.
“There’s a huge demand,” she said. “I sold close to 100,000 bottles if you look at just the first week. I also have an anti-bacterial handwash, which I’d already prepared.”
Alashkar’s immediate plan is to rapidly increase production of the in-demand items in order to meet the needs of Dubai’s residents.
“I’m going to ramp it up, but I don’t have the capacity at the moment. The good thing is just being (able) to meet any demand the market has,” she said.
“I have no idea how I’m coping with the pressure, but my husband said he felt I’m like an extreme athlete who’s in the zone.”
Alashkar is not shy about admitting that the public-health emergency has given her the exposure and visibility she needs for future business expansion.
“The brainstorming needed for ramping up production made me aware of where the bottlenecks lay,” she said. “It’s a very nice thing to do.”
At the same time, she is under no illusion about the potentially temporary nature of the spike in demand for hand-hygiene products.
“I hope the threat from the coronavirus will disappear,” she said, “but as long as people need something to counter it, you should do your best to meet the demand.”
Ending the interview on a philosophical note, Alashkar said: “I can sense the mission. It feels like part of a community, and it’s my place to serve the community. It’s my specialty, so I can’t just go and rest. People need more.
“Maybe next month I won’t be needed, but now is the time I can serve my business and my community.”


‘People are suffering in a way you can’t even imagine’: Al Arabiya journalist recounts Sudan devastation

Updated 21 December 2025
Follow

‘People are suffering in a way you can’t even imagine’: Al Arabiya journalist recounts Sudan devastation

  • Al Arabiya anchor Layal Alekhtiar’s journey through Sudan exposes the brutal reality behind the headlines
  • Millions are displaced, aid deliveries blocked, and camps are filled with traumatized women and children

RIYADH: Al Arabiya anchor Layal Alekhtiar arrived in Sudan expecting to interview the de facto president. What she encountered along the way, over six harrowing days on the ground, reshaped her understanding of violence, survival, and the limits of language itself.

Speaking to Arab News after her return, Alekhtiar described what she witnessed not as collateral damage or the fog of war, but as something far more deliberate and systematic: a “gender-ethnic genocide.”

What she saw was a campaign of targeted killings of men and the mass rape of women that has shattered entire communities and displaced millions. “People are suffering, suffering in a way you cannot imagine,” Alekhtiar told Arab News.

“Firstly, I am speaking about the displaced people in the refugee camps. Fifty percent of the women who had arrived there had been raped. These are the women I encountered in the camps.

“For them (the militias), this is something they have to do to the women before allowing them to exit the war zone that they are in.

“Some of the women are much older, some of them are young girls, very young girls, 13, 14, 15, 16, and they have children who they don’t even know who the father is because they were raped by three or four, multiple masked men.”

Since the conflict erupted in April 2023, the civil war in Sudan — driven by a power struggle between the Sudanese Armed Forces and the Rapid Support Forces — has displaced millions and left a trail of murder and sexual violence in its wake.

Alekhtiar does not believe placing further sanctions on Sudan is necessarily the solution. (Supplied)

Men are killed before reaching aid sites while women and girls are often raped so violently they require surgery. Mothers are found dead, still clutching their children. Pregnancies from gang rape are widespread.

This was not abstract reporting for Alekhtiar. It was what she saw.

She travelled to Port Sudan on Dec. 2 to interview Abdel Fattah Al-Burhan, the head of the Sudanese Armed Forces and Sudan’s de facto president.

However, at the request of his office, the interview was to take place in Khartoum — a city without functioning airport infrastructure and retaken from the RSF only in March.

With a small team — a videographer, producer and driver — Alekhtiar undertook the gruelling 12-hour drive from Port Sudan to the capital.

“Looking from one area to another area, you see the difference, you see the depression, you see it on the faces, you see it on the street, you see it everywhere, and you see the effect of the war,” she said.

The destruction was physical as well as psychological. “We saw so many cars and even RSF trucks that were scorched and burned on the side of the road.”

What unsettled her most was not only the scale of the devastation, but the fact that it was inflicted by Sudanese on Sudanese.

“What I have heard from them, there is no way someone can be a human being and can do that. No way. It’s impossible,” she said.

“And the way the city, the way Khartoum is destroyed, no way a person in their own country would do something like this. It’s crazy.”

Along the journey, Alekhtiar spoke to locals wherever she could, asking what they wanted from a war that had consumed their lives.

“They don’t want war. Definitely, they want peace. All of them want that. But at the same time they will not accept being under the leadership of the RSF. For them, there’s no way. And this is something I have heard from all of the people I have spoken to. I did not hear otherwise.”

From outside Sudan, the conflict is often reduced to brief news alerts. Alekhtiar says those accounts fall far short. When asked whether the coverage reflects reality on the ground, she replied without hesitation: “No, not at all, not at all.”

Nearly everyone she met had lost everything — homes destroyed, savings wiped out when banks were looted and burned. According to UNHCR, nearly 13 million people have been forced from their homes, including 8.6 million internally displaced.

Alekhtiar does not believe placing further sanctions on Sudan is necessarily the solution. (Supplied)

On the road from Port Sudan to Khartoum, the scale of death was impossible to ignore. Alekhtiar recalls seeing clouds of flies everywhere, drawn by bodies buried hastily or not at all along the route.

During her six days in the country, her team stopped in Al-Dabbah, where UNHCR tents shelter displaced civilians. What she saw there still stays with her. “I want to emphasize one thing and it is very alarming,” she said.

“What I was witnessing in the camps was only women and children; there were no men. The only men I saw were very old in age. It’s a genocide. They are killing all men. They cannot go out.

“What we saw in the videos, it was real,” she said, referring to the graphic footage of atrocities circulating on social media. “It’s not true that it was one video and the reality is different than that. No, it was real.

“It’s a gender-ethnic issue. It is really a genocide. I’m not just using the word genocide for the sake of using the word. This is actually a genocide.”

Life in the camps was defined by scarcity. There were no spare clothes, almost no supplies, and most people slept directly on the ground. The UN was scrambling to respond, Alekhtiar said, but had never anticipated displacement on this scale.

She watched buses arrive packed with women, screaming babies in their arms. When she asked why the infants were crying, the answer was devastatingly simple.

“Because they are hungry … they are breastfeeding and we cannot feed them because we have not eaten,” they told her. The women’s bodies, starved and exhausted, could no longer produce milk.

UN staff told Alekhtiar they lacked resources as funding was insufficient. RSF fighters were also blocking the main roads, preventing aid from reaching those who needed it most.

Alekhtiar wished she had more time in the camps because this — bearing witness and amplifying suffering — is the core purpose of journalism, she said.

What the women told her there continues to haunt her. Rape survivors said they were treated as slaves, stripped of humanity by their attackers. “They need help, on a psychological level, human level, all levels,” Alekhtiar said.

“These women, I don’t know how they will live later. Some of them cannot talk. They are sitting and looking at me; they cannot talk. Some of them keep crying all day long. Some of them don’t go out of the tent.

“Some of them have kids with them. They don’t know who these kids are, because they found them on their way, and they took them, because they were children alone.

“One woman told me she took a child from his mother’s arms who was murdered, and the child doesn’t speak, even at his age of 3 years, he stopped being able to speak. So many stories, so many stories.

“The problem is the war is still ongoing, and they will come from other cities in their millions. We are not talking about tens or hundreds of thousands. We are talking about millions.”

Alekhtiar does not believe placing further sanctions on Sudan is necessarily the solution.

Alekhtiar does not believe placing further sanctions on Sudan is necessarily the solution. (Supplied)

“The international community, countries, right now are announcing sanctions on Sudan, but that’s not enough,” she said.

“What people need there is support, humanitarian support, and they need real support from the whole world to stop this war because it’s not a normal war.

“A whole race is being killed. Being killed because they want to change the identity of one region. It’s a genocide.”

International sanctions have targeted individuals accused of mass killings and systematic sexual violence. The UK has sanctioned senior RSF commanders over abuses in El-Fasher.

The US, meanwhile, has sanctioned the Sudanese Armed Forces over the use of chlorine gas, a chemical weapon that can cause fatal respiratory damage.

Asked about her own experience in the field, Alekhtiar said the availability of clean water was among the biggest challenges she faced.

“Showering was not an option,” she said, as most water came out black, contaminated, its contents unknown.

She barely ate, overwhelmed by what she was witnessing.

“I was crying all the time there, to be honest. I was sick for two days when I arrived back,” she said.

“After you leave, you become grateful for what you have when you see the suffering of others. They changed my whole perspective on life. It changed me a lot.”