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The biggest direct selling event in the Middle East and North Africa, a market currently worth $110 billion in direct sales – and set for growth.

The two-day Direct Selling Festival was held in the Intercontinental Hotel, Dubai, 3–4 April 2009, and attracted more than 4,000 visitors. Made up of three distinct parts, the festival brought together – for only the second time under one roof – an exhibition, an educational conference that included a leaders’ forum, and an awards ceremony.

The Dubai-based festival heralded a new beginning for direct selling in the Middle East and North Africa region (MENA). Although direct selling is not a new concept in this region, where Avon and Amway have traded for many years, the festival set the scene for future accelerated growth and a consolidated approach towards all aspects of direct selling.

The exhibition component of the festival was comprised of 40 exhibitor stands, ranging from corporate direct selling companies offering product information and earnings opportunities to supplier companies providing support to the industry.

Mark Tanyag (Forever Living Products) said: “We are exhibitors at the ‘Direct Selling Festival’ for the second time and it is important for us to be here, because it is a great opportunity for networking. Our company is the world’s largest grower, manufacturer and distributer of Aloe Vera health and beauty products as well as nutritional bee products and is active in 125 countries. At the festival we have the chance to meet all the people who are interested in our products and would like to earn additional income.” Mark’s sentiments were endorsed by Ma’amoun Al Otaibi (Luxe Generation), who said: “Last year I visited the Direct Selling Festival and attended the educational conference; it was that great experience which influenced me to participate in the festival in 2009 as an exhibitor. This year I see that the festival is better organised and offers more networking opportunities. It’s a very good sign for the industry in the UAE that there are more international exhibitors this year.”

In his welcoming speech Poorya Montaseri, CEO and Chairman of DSEI, highlighted the endeavours of the educational conference and its aim to educate participants on how to succeed in the industry, how to conduct business while keeping up with best practice, and also the importance of an awareness of the legal framework of each country. Speakers at the conference included Benjamin Tan, founding member of the Singapore DSA; Bijay Shah, Regional Director of BNI; Brian Klemmer, author of ‘The Compassionate Samurai’ and ‘Be Extraordinary in an Ordinary World’; and Michael Oliver, author of ‘How to Sell Network Marketing’.

The Leaders’ Forum component of the educational conference was seen by all as being of key importance. This was an opportunity for participants to hear from business leaders and influencers within the direct selling industry. Benjamin Tan said:
“As the multi-billion dollar DS industry makes inroads in the MENA region, it is important for companies and distributors to gain experience and information on all aspects of the business.”

An important first for direct selling in the MENA region was the launch of ‘Direct Selling Awards’ to recognise the achievements and professionalism in the industry. H.E. Mohammed Ahmed Bin Abdul Aziz Al Shehi (Director General of the UAE, Ministry of the Economy) officially opened the awards ceremony by endorsing the importance of direct selling in the UAE economy. “The direct selling industry has a different shape than any other industry, offering people alternative ways to earn extra income. It is important now due to the economic situation worldwide.” He also praised the organisers of the festival by saying: “Thanks to all of you for your proactive attitude, confident outlook and the wonderful organisation of the festival.”

Winners of the MENA Direct Selling Awards 2009

• Excellence Award: H.E. Ali Ibrahim (Deputy Director General for External Affairs, Department of Economic Development of Dubai)
• Outstanding Management Award: Mr Jijith N.K. (DXN)
• Innovation in Education Award: Mr Alex Atashkar (EMCOM Management)
• Supplier Award: Mrs Tambi Fernando (Tambi Studios)
• Best Direct Seller Award: Gloria Rosete (Forever Living Products)