By Jalaja Ramanunni
2022 has been a transformative year for the Middle East – global events like FIFA World Cup Qatar and The World Expo in Dubai are pushing the region to take centre stage. With more foreign direct investments being poured into the region than anywhere else, it is no wonder that brands seek to establish themselves in the Gulf.
In 2021, the region saw a 97 per cent increase with projects coming into MEA – a number that is only expected to increase. However, while the Middle East has become a hotbed for business growth, this also means competition in the region is fiercer than ever and only brands that are willing to take risks and innovate will have a chance to succee
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