Mohammed Issa Al Ghurair: Karam Coffee is an Emirati story we share with the world in every cup
Karam Coffee has emerged as one of the most prominent Emirati brands achieving notable success in the coffee market, benefiting from the rapid development of e-commerce in the UAE and its collaboration with major platforms such as Amazon UAE—an experience that marked a significant shift in the company’s journey.
Mohammed Issa Al Ghurair, CEO of Karam Food Industries, explained that Karam Coffee, founded in 2013 with a vision of offering world-class coffee inspired by the Emirati hospitality culture, has succeeded in combining authenticity with quality and sharing this spirit with a growing audience both inside and outside the country.
“In our culture, coffee is more than just a beverage—it is a way to connect and bring people together,” Al Ghurair said. “We were committed from the beginning to blending traditional practices with modern techniques to create an exceptional coffee experience.” Today, Karam Coffee proudly operates one of the largest roasteries in the Middle East, with a daily capacity of 16 tonnes. Its offerings include whole and ground specialty coffee, high-end coffee equipment, and gluten-free food products.
Al Ghurair noted that the company faced challenges early on in convincing major retailers to stock their products, which led them to pivot towards e-commerce. “Our collaboration with Amazon UAE opened doors we couldn’t access through traditional retail. It allowed us to reach a broader customer base, especially in markets like Saudi Arabia.”
He added that during the holy month of Ramadan—a peak season for coffee consumption—fast delivery becomes a top customer expectation. That’s where Amazon’s Fulfillment program plays a vital role, handling storage, packaging, and delivery while the company focuses on maintaining supply and product quality.
Karam Coffee’s success on Amazon.ae, according to Al Ghurair, is the result of strategic decisions, effective use of Amazon’s sales tools, and a strong commitment to quality and innovation. Participating in major sales events such as Ramadan promotions, Prime Day, and White Friday helped increase visibility. Coupled with targeted ads and discount coupons, these efforts significantly boosted sales.
The brand also benefited from customer behavior insights on Amazon, allowing it to better understand market demand and fine-tune its product offerings accordingly.
Al Ghurair concluded with advice to Emirati entrepreneurs: “Take full advantage of the vast opportunities available in the UAE’s e-commerce sector. The country has made great strides in building a digital economy that supports entrepreneurs. Our experience with Amazon gave us access to global tools and services that helped us expand and connect our brand with millions of customers online.”
Karam Coffee stands today as a shining example of how Emirati brands can thrive and grow through digital platforms. With Amazon UAE’s commitment to hosting products from 100,000 companies by 2026, the road is wide open for more Emirati entrepreneurs to share their stories and products with the world.
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