United Arab Emirates
The future of overlanding isn't just about products, it's about creating experiences, building communities, and enabling adventure. As Co-Founder of DesertForge, I am focused on establishing one of the Middle East's leading overlanding and off-road equipment businesses. DesertForge is the exclusive distributor of Arcane Warrior across the UAE, Oman, and the GCC, delivering premium vehicle-specific overlanding solutions through a growing network of dealers, installers, and strategic partners. Alongside this, I co-founded ForgeOverland, the exclusive distributor for the United Kingdom and Ireland, where we are building a strong distribution network to bring innovative adventure products to one of Europe's fastest-growing outdoor markets. My focus today is on growing both businesses through strategic partnerships, dealer development, OEM collaborations, and expanding our product portfolio. We work closely with vehicle manufacturers, dealerships, accessory specialists, fleet operators, and adventure enthusiasts to deliver high-quality, vehicle-specific solutions that combine innovation, functionality, and exceptional design. With more than 25 years in the automotive industry, I bring extensive experience in business development, commercial strategy, international distribution, brand building, and operational leadership. That experience now drives our ambition to establish DesertForge and ForgeOverland as trusted partners within the global overlanding community. Whether it's launching new markets, developing dealer networks, introducing innovative products, or creating long-term strategic partnerships, my passion lies in building sustainable businesses that deliver real value. If you're interested in becoming a dealer, exploring OEM collaborations, or discussing opportunities across the Middle East, UK, or Ireland, I'd be pleased to connect.
Founded Forge Overland to become the exclusive UK and Northern Ireland distributor of Arcane Warrior, a globally recognised manufacturer of premium overlanding and off-road adventure equipment. Forge Overland supplies high-performance vehicle-based adventure solutions, including roof rack systems, bed racks, awnings, rooftop tents, cargo storage, recovery equipment and expedition accessories, designed to withstand the most demanding environments. Our focus is on delivering innovative, durable and purpose-built products that combine exceptional engineering with real-world functionality. Working closely with leading international manufacturers, Forge Overland is committed to providing enthusiasts, trade partners and industry professionals with premium products, outstanding customer service and technical expertise. Our mission is to inspire adventure by equipping customers with reliable solutions that enable them to explore further, travel with confidence and embrace every journey without compromise.
DesertForge, we are the exclusive distributor of premium outdoor adventure gear from Arcane Warrior, equipping explorers with rugged, high-performance products like vehicle roof platforms, camping systems and expedition equipment built for real-world off-road adventures.  We partner with global brands to bring durable, function-driven solutions to enthusiasts and professionals alike, combining quality, innovation and reliability. With a passion for exploration and a commitment to excellence, DesertForge delivers gear and support that empowers adventurers to push boundaries and explore beyond limits.
I’m thrilled to announce that I have joined Al Shaali Group as Group Managing Director. Al Shaali Group is at the forefront of the automotive industry, proudly representing BAIC vehicles in the UAE and Oman, CF MOTO off-road vehicles and two-wheelers across the GCC, IXmoto accessories, and EV golf carts within the region. In my new role, I’ll be leading our dedicated team to drive the group’s success and further expand our portfolio. My responsibilities include overseeing operations, ensuring customer satisfaction and engagement, and steering the group towards our ambitious strategic growth targets. This will involve growing our business by adding new brands, driving operational efficiencies, and developing exceptional brand relationships that align with our goals. My focus will be on future-proofing the business and positioning Al Shaali Group in the top tier of automotive companies in the Middle East. We aim to enhance our digitalization efforts and customer experience, while continuing to build strong, bilateral relationships with our partners to achieve mutual success. I’m excited to embark on this journey and look forward to the incredible opportunities ahead as we push towards a future of growth, innovation, and leadership in the automotive industry!
JV partnership between Auto Millennium Group and Arpanna Group https://lussodesigns.co.in/about-us
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