Dubai-based brand Citron has launched ‘Rise by Citron’, an acceleration program designed to provide homegrown brands in the GCC with access to operational infrastructure, distribution channels and technology tools.

The model connects Citron’s existing resources with the needs of participating businesses using AI-based matching.

Infrastructure constraints

Amid global economic uncertainty, homegrown brands in the GCC face challenges in scaling due to constraints in operational infrastructure and distribution. This gap has led Citron to develop a support platform for homegrown brands.

Founded in 2017 with a lunchbox created by a mother to address her own need, Citron has since expanded to 49 countries. The company now operates in more than 1000 retail stores, with 1.5 million products sold and a base of 50,000 customers.

Alongside its distribution network, Citron has developed warehousing, AI tools, operational space and a partner network, which form the basis of the new program.

“We know what it’s like to build something from the ground, especially when the world feels uncertain. Across the GCC, there are founders doing the same – taking risks, dreaming big, and facing challenges head-on,” said Sara Chemmaa, founder of Citron.

“Rise by Citron is our way of reaching back, with our warehouse, our team, our network, and every tool we’ve learned to lean on, to help others rise alongside us.”

AI-based acceleration platform

Rise by Citron targets brands operating in the children, family, lifestyle, and food and snacks categories in the GCC. The program focuses on providing operational infrastructure, customer data and support for distribution expansion.

Participating brands can access retail space in Citron stores in Dubai, including Times Square Centre and Cityland Mall, and use customer databases in the UAE and Saudi Arabia. The program includes content production support, digital asset development and customer data analysis.

Businesses are also connected with media organisations, agencies, influencers and distribution partners to test market expansion. This includes distribution testing through citron.ae and access to wider distribution networks.

The platform also provides warehousing, e-commerce support, digital advertising, AI tools for demand planning and content automation, workspace and mentorship from Citron’s founder network.

Rise by Citron also includes a network of partners, including influencers, companies, agencies, investors and distributors. Partners are matched with brands based on expertise to support tailored pathways within the Citron ecosystem.

The program is open for applications from homegrown brands in the GCC, with limited intake per cohort through an internal selection process.

• Further reading: Saudi pharmacy chain quits international markets.