The SME Story: Riwa Khan, founder of Majama

The SME Story: Riwa Khan, founder of Majama

Majama started from a simple belief that food can be both natural and delicious, without compromising on taste and texture. This belief is what drives us to create desserts that start off as alternatives to regular ones, but become equally, if not more, satisfying. I started Majama shortly after graduating from the University in London, where I struggled with constant digestive problems that were worsening with my regular consumption of gluten, refined sugar and dairy. I cut those ingredients out of my diet, but I still craved desserts, so I started making my own. Majama currently sells direct-to-consumer via our website and also through Deliveroo. We started with only five items on our menu from a shared kitchen in 2018, and we now have over 25 menu options across three product lines (ice creams, treats, and cakes) and 10 employees who work from our own production facility in JLT. This summer, we are taking our best-selling products – ice creams, banana bread, and cookies – to retail shelves across the UAE. We are self funded and lucky to have been cash flow positive from the early days. We wanted to break free from the "small bakery" association people