Ministry of Economy and Tourism registers Sell Force International as the first Indian family-owned company in the Unified Family Businesses Registry

>>Bin Touq: The UAE continues to develop an integrated legislative system to support family businesses, as a key driver of national economic growth, and a cornerstone of building a future economy based on knowledge and innovation

The Ministry of Economy and Tourism announced the registration of Sell Force International LLC, a subsidiary of Raj Group, headquartered in Dubai, as the first family-owned Indian company to be registered in the Ministry’s unified Family Businesses Registry. The move reflects the strength of the country’s legislative and regulatory environment and its increasing attractiveness to family businesses from around the world.

The company’s registration certificate was handed over in the presence of His Excellency Abdulla Bin Touq Al Marri, Minister of Economy and Tourism; and Dr. Mustafa Saasa, Chairman and Managing Director of Raj Group of Companies, after the company completed all registration procedures in accordance with Federal Decree Law No. 37 of 2022 on Family Businesses.

His Excellency Bin Touq affirmed that the move embodies the success of economic and legislative policies in enhancing the UAE market’s attractiveness to family businesses by providing an integrated legislative and institutional framework that contributes to their sustainability and raises their institutional efficiency. This framework ensures their smooth transition between generations in accordance with global best practices, which supports the competitiveness of the national economy and enhances the UAE’s position as a global destination for long-term business and investment.

His Excellency said: “Thanks to the directives of its wise leadership, the UAE continues to establish a sophisticated legislative and regulatory environment that supports the growth and expansion of family businesses, as they are an essential partner in the economic development and a major driver of the knowledge and innovation-based economy”. He pointed out that the country has provided an advanced regulatory framework to support the continuity of these companies, consolidate their governance, and ensure their smooth transition between generations, within a competitive business environment that provides ample opportunities for growth and expansion across more than 2,000 economic activities.

His Excellency added: “The inclusion of the first Indian family-owned company in the Unified Family Businesses Registry reflects the high level of confidence in the national business environment. It confirms the flexibility of our legal frameworks in regulating the operations of family businesses and their ability to adapt to economic changes. Today, these companies contribute 60% to the country’s GDP, employ about 80% of the workforce, and constitute nearly 90% of the total private companies in the country”.

Dr. Mustafa Saasa said: “Our company’s accreditation by the Ministry of Economy and Tourism as a family business, making it the first family-owned Indian company in the UAE to receive this accreditation, represents a significant milestone in our decades-long journey and embodies the supportive environment for the growth and sustainability of family businesses in the UAE. The UAE has always been a home of opportunity and success, and its forward-looking vision and supportive business policies have enabled our family businesses to build a successful track record since 1958.”

“We also express our sincere appreciation to the Ministry of Economy and Tourism for its continued support and for launching the Family Business System, which provides an integrated framework for preserving the legacy of these companies, ensuring their sustainability and transfer across generations, thus enhancing their ability to grow, expand, and contribute to the development and prosperity witnessed by the UAE economy,” he added.

Sell Force International is one of the oldest companies operating in the UAE, with a history spanning over 68 years since the establishment of its parent company, Saasa Trading, in Dubai in 1958. Saasa Trading laid the foundation for a family-run business that has continued through generations. Building on this legacy, Sell Force International has evolved into a leading diversified company active in building materials and construction solutions, energy and water conservation, sustainable technology and products, real estate and property services, human capital and consulting, GPS technology, electrical equipment, industrial materials, cosmetics, and professional business services and solutions. The company's operations extend across the Middle East, Africa, and India, reflecting its regional presence and diversified investments in vital economic and industrial sectors.

The inclusion of Sell Force International in the Unified Family Businesses Registry comes as the country continues to strengthen its position as a major hub for family businesses in the region. The UAE ranked second in the Arab world in the number of family businesses listed in the "Top 100 Arab Family Businesses 2026" issued by Forbes Middle East magazine, with 31 companies on the list, including four of the top ten Arab family businesses.