On April 11, 2025, we gathered as one team at the Crowne Plaza, Jumeirah, Dubai for our Internal Strategic Conference — a pivotal full-day session designed to reflect, realign, and reimagine the future of Jaseena International Group. In today’s fast-paced and ever-evolving business landscape, pausing to recalibrate purpose, revisit strategy, and realign teams is not a luxury — it’s a necessity.
This wasn’t just a typical planning session. It was a 360-degree strategic reset — designed to reflect on what we’ve achieved, acknowledge where we can improve, and clearly define the path forward as we serve our partners, clients, and markets across the GCC.
With participation from leadership and department heads across operations, marketing, finance, sustainability, and innovation, the conference was a dynamic blend of bold ideas, honest introspection, energizing collaboration, and strategic direction-setting for the rest of 2025 and beyond.
Here’s what the day looked like:
1. Vision, Mission & Purpose Review:
We began by reaffirming our core — revisiting who we are, why we do what we do, and how we envision the future of Jaseena as an industry leader.
2. Valuation & Strategic Positioning:
Explored internal benchmarks and external market positioning as we continue to scale and grow in the region.
3. Setting the Priorities for 2025:
A deep-dive session on our most important company-wide goals — sharpening our collective focus.
4. OKRs & KPIs:
Mapping out measurable outcomes across all departments to ensure alignment, clarity, and accountability at every level.
5. 2024 Performance Review (Led by Durwang Salvi):
Reviewed milestones and learnings from the past year — acknowledging wins, and reflecting on what we can do better.
6. Budgeting (Led by Usman Umer):
Discussed how we allocate resources to power both innovation and operational efficiency.
7. Increasing Efficiency (Led by Sarfraz Ahmed Minhas):
Explored smarter workflows, reduced redundancies, and agile internal systems to support our fast-paced operations.
8. Marketing Initiatives (Led by Aamer Shahzad Minhas, with Shilpi Paul):
A roadmap for brand visibility, digital activation, and campaign rollouts for our perfume brands across the GCC.
9. Learning, Development & Innovation:
Strategizing upskilling, internal training frameworks, and future-proofing our teams.
10. Sustainability (Led by Aamer Shahzad Minhas):
Reinforced our commitment to building a greener, more conscious company — both in logistics and brand storytelling.
11. Final Review & Action Points:
Every participant contributed clear takeaways, ensuring our momentum continues beyond the room.
This wasn’t just a meeting. It was a milestone!
We say that for a good reason. At Jaseena International Group, we believe that clarity fuels progress, and collaboration drives excellence. That’s why our annual strategic conference isn’t just a date on the calendar — it’s a cornerstone of how we grow, together. It’s a moment to pause, look inward, and collectively shape what the next chapter of our story should look like — not just for us, but for our partners, our people, and the brands we proudly represent.
It reminded us that strategy isn’t just about numbers and charts — it’s about people, purpose, and passion.
To the entire Jaseena family — thank you for showing up, speaking up, and stepping up.
To our partners — we’re excited for what lies ahead, and we can’t wait to keep creating value, one scent at a time.
