From curry powders to coconut oil, and from IT services to textiles, Kerala brands have always had a strong connection with the Gulf. But simply putting your product on a shelf in a Dubai supermarket is no longer enough.
To truly build a brand in the GCC (Gulf Cooperation Council) region, you need to understand that the digital landscape there is vastly different from India. Strategies that work in Kochi will fail in Riyadh.
Here is your digital roadmap for launching your Kerala brand into the competitive markets of UAE, Saudi Arabia, Qatar, and beyond.
1. Understand the Platform Shift
In Kerala, Facebook and Instagram are kings. In the Gulf, specifically Saudi Arabia and Kuwait, Snapchat and Twitter (X) are dominant.
If you are launching a fashion brand in Riyadh, you cannot ignore Snapchat. It has the highest penetration rate in the world there. Similarly, TikTok has exploded across the entire MENA region. Your marketing strategy must pivot to these video-first platforms.
2. Localization: Arabic is Essential
While English works well in Dubai and Doha due to the large expat population, Arabic is non-negotiable for Saudi Arabia (KSA) and Oman.
This doesn't just mean using Google Translate. You need "Arabization"—creating content that resonates culturally. Using local influencers who speak the specific dialect of the region (e.g., Khaleeji Arabic) builds instant trust that a foreign brand can never achieve alone.
"The GCC market has high purchasing power, but low loyalty. If your customer experience (website speed, delivery, support) isn't world-class, they will switch to a global competitor instantly."
3. Influencer Marketing is NOT Optional
In the Gulf, "Word of Mouth" has moved to social media. Influencers in the UAE and KSA hold immense power over consumer decisions, far more than in India.
However, avoid the mega-celebrities unless you have a massive budget. Instead, partner with Micro-Influencers (10k-50k followers) who have high engagement rates in specific niches like food, beauty, or tech.
4. Mobile-First Payment Gateways
If you are selling online (D2C), ensure your payment gateways support local preferences. While credit cards are common, payment methods like Tabby and Tamara (Buy Now, Pay Later) are incredibly popular in the GCC. Integrating these can increase your conversion rate by 30%.
Conclusion
Expanding to the Gulf is the next logical step for successful Kerala businesses. But it requires respecting the local digital culture. By adopting platforms like Snapchat and focusing on Arabic localization, your brand can become a household name in the Middle East.