Dr Mustafa Taherali Saasa,
Chairman and Managing Director,
Raj Group of Companies,
United Arab Emirates (UAE)

By Dr Mustafa Taherali Saasa

Chairman and Managing Director,
Raj Group of Companies,
United Arab Emirates (UAE)

WGF: You are a renowned world leader in multiple domains. For our readers, please give a brief introduction about yourself in your own words.

Dr. Saasa: I was born on 4th November 1968 in Ahmedabad, India which is my maternal hometown. After finishing my schooling and college, I joined my father’s business in Dubai in 1990. Thereafter in 2004, after a gap of 14 years, I pursued my Masters in Emotional Intelligence & Criminology from the UK. Later, I went on to do my Ph.D. in Leadership from the University of Colombo. I am honoured to be awarded Hon. Doctorate in Social Science.

When I joined my father’s business, we were dealing in Premium Building Material Products around the world. Later in 90’s, we diversified into Energy Conservation, and for a short term we were in Real Estate. In 2008, we did JVP with one American Company for GPS Tracking Devices. The same year, we started a company in India as well. In 2014, we started manufacturing Herbal & Cosmetics, which are purely made from Essential Oils. In 2018, we started manufacturing Plantable News Paper Pencils. Apart from this, we are into the business of Succession Planning for Large-Size Family-Run Businesses, Dispute Resolution for Freehold Properties, Business & Leadership Consultancy, and many more. We are also associated with a number of prominent organizations globally.

WGF: You are a man of several hats. How do you manage to be full of energy all the time, and how have you created a work–life balance, for which most world leaders struggle?

Dr. Saasa: Passion is the source of energy. If you are passionate in what you are doing, you will automatically feel energetic. Hence, I try to do anything and everything which is related and connected to my Passion. If you do what you love, you never work for your life. The work becomes play. And, you do it with full of energy. Thus, identifying the right work which is aligned with your Passion is very important. That’s why all the successful people are doing work in the domain of their passion. The passion comes from 3 letters – V, I and P which is Vision, Intention and Purpose. For every endeavour, we have to qualify the Vision for it: Where we want to go; the Intention: Why we are doing this; and the Purpose: What will be the positive outcome for the said endeavour. Maybe sometimes, you are passionate for something which may not be viable putting in this formula of VIP. Thus, the Passion has to have meaningful Results, qualifying through Vision, Intention and Purpose.

God has given one resource which is in equal proportion to each and every human being in this world, that is, TIME. The richest person and the most marginalized person, both have 24 hours in a day. It is important how one utilizes this time to gain maximum out of it. According to Parkinson’ Law, it is said that ‘Work expands so as to fill the time available for its completion‘. Thus, allocating time for everything is very important and vital. I always try to fix my calendar in advance, and confirm all the important tasks to be done and in the leftover time whatever the secondary Jobs are there, they are performed.

Health is equally or rather more important than wealth. Thus, attention has to be paid to health, and we must make sure that physical exercise in any form is included in the daily schedule.

WGF: You are known for your highly impressive CSR Work in Education & Water. Please share what all you have done to create a global impact in both Education and Water.

Dr. Saasa: Education, Knowledge and Wisdom are key pillars of the success. Education will give the know-how and information in a structured way, the Knowledge and experience will help in how to utilize this information, and Wisdom will help you in distinguish between the Right and the Wrong.

There is a huge gap in Education and the Real-world Application. I represent many Universities & Educational Institutes – as an Advisory Board Member & Governing Council Member – through which we advocate Applied Learning.

We highly encourage Vocational Trainings and for continuously upgrading from the existing knowledge phase. We also emphasize on philosophy of learn, unlearn and relearn. We always encourage continues learning. We are a believer of Socrates who said 2,500 years back that ‘I know only one thing that I know nothing‘. This keeps my appetite high for learning.

Water is the most important element of the nature. If we put in chronological order all the elements of the nature, Water comes on top. There is life without Sunlight, Land and Air, but there is No Life without Water. Water is not a Resource Problem; it is a Management Problem. We are extremely poor in managing Water, which results in 2BN people deprived of clean drinking water.

Looking at this scenario, I have worked on a research on 1,000 years’ Water Consumption Pattern in India. A thousand years back, India from Afghanistan to Burma was called The Greater India. In this research we found that our ancestors were much wiser in water management than what we are today. Currently, we waste water in abundance which leads to water scarcity. We advocate that not a single drop of rain water should go into the ocean without being fully utilised twice for the living beings. This includes recycling of water. Currently, ground water is being heavily exploited without being replenished. For this, we highly advocate rain water harvesting. There is a scientific method to harvest rain water into the existing aquifers, and to improve the quality and level of ground water.

We have done several campaigns as a part of CSR in educating farmers to get better yield with lesser quantity of water required for crops, which results in water efficiency. Approximately, 70% of the water globally is being utilised in agriculture, 19% in the industries, and 11% for domestic purposes. Now, if we just improve 15% water efficiency in agriculture, the entire water consumption of 11% can be freely available. And, by conserving water, we are putting less stress on the government and the private bodies who are providing water.

We have a full-fledged energy conservation division in that we have a motto, ‘Utilise Maximum What Nature gives Free‘. As water is energy, and is disproportionately divided globally, thus it becomes the moral responsibility of each & every person to Save Water, Save World, which we advocate at every given opportunity.

WGF: A very small yet very important aspect of any business is working smarter in balance with working harder. You have created a niche in the global business domain with your working style. Please share how you help Leaders & CEOs increase their results by working smarter in today’s economy.

Dr. Saasa: We have entered into the Era of Industrial Revolution of 4.0. We are fortunate to witness the transition of Industrial Revolution from 3.0 to 4.0. Industrial Revolution 4.0 is all about inducting and inducing technology in every industry. Technology is such an enabler that it has phenomenally and unimaginably scaled up many businesses, which were until now unable to reach to that scale. Introducing the right technology for the right application to derive right results is very important.

One example is of the jobs which were considered extremely manly and required macho skills – terminal cargo container crane operators. These are now being performed by young girls sitting in the office in a comfortable environment, as they are able to operate the crane through a joystick using technology. There are many endless examples.

Working smarter shall give you more output to the thirst it takes, or it will use much lesser thirst in performing the current endeavour.

WGF: A very interesting fact about you is that you hold a Master’s degree in Criminology & Emotional Intelligence from the UK. Was it because of your interest in the subject, or you felt studying Emotional Intelligence would help you in your personal and professional lives?

Dr. Saasa: I was the first family member to be inducted in business in 1990. In the early days of business, there were no processes and controls. There were many leakages in the business, and as a child I used to observe this. Later, I realised that no business goes bust because of the big losses. Big losses are like tsunami coming in, and you get time to salvage against it. However, leakages in the businesses are like the termite. By the time you realise it, the damage is already done. Thus, I studied criminology and closely understood how processes and controls can be implemented within the parameters of freedom.

I studied Emotional Intelligence, which is all about dealing with the people. In India, you may hire anyone from Kashmir to Kanyakumari and Assam to Gujarat; however, the labour resources in the UAE includes all those plus 200 nationalities of the world. The most challenging asset in any company to manage is the Human Resource. If your AC is disturbing you, at a press of button you can turn it off; if your mobile is disturbing you at a press of a button it can be turned off; however, humans do not have on/off buttons. They work on awards, rewards, emotion & promotion. One accent in one culture is permitted, whereas the same accent in another culture is prohibited. If we have the understanding on cultural built, we can have more harmonious situation in the company. These were both my studies, and they have helped me in creating a better work environment, improving the KPIs & KRAs in my company.

WGF: Though Raj Group had a presence in Dubai since 1958, you joined the Group in 1990. Your vision, leadership skills and commitment to excellence helped transformed the Group from just a family brand to a global brand, revered for its technology, innovation, customer friendliness and product range. What was that extra zing or the X factor that you introduced in your Group, which helped it catapult to the higher global horizons?

Dr. Saasa: Our business started in 1958, and I joined it in 1990. Those days were of no strong bust, because of small leakages. My education of criminology and emotional intelligence helped us scale up our business globally.

Later on, with my Ph.D. in leadership, we took several strategic decisions and expanded our business geographically in many countries. There are two school of thoughts: one is performance-based culture, and the second is culture-based performance. We always advocate and emphasize on culture-based performance. We have created a very novel administration and management system in our company, which is based on culture-based performance. This has improved talent retention, and has helped us acquire right talent for the right positions.

Thus, inducting culture-based SOPs we have helped in better empowering our employees, and in creating a harmonious work environment, which has resulted in improved KRA.

WGF: You have shared that you honed your entrepreneurial skills under the tutelage of your father and Founder Chairman, Late Mr. Taherali Saasa. Please share a little about your father.

Dr. Saasa: My father Lt. Taher Ali Saasa, Founder of Saasa Traders, a global supplier of high-calibre construction equipment and tools, dared to dream when he landed at Sharjah way back in 1958. When he stepped out from the Sharjah Airport, and first set foot in the country, there was nothing except for the vast expanse of the empty desert at that time. By a special decree from the Rulers, my father was allowed to set up business without a sponsorship. He was well-versed in Arabic, Persian, English, Hindi and Gujarati, and was widely respected for the benchmarks he established for quality tools. Companies in Sheffield and other places in the West, who dealt with him back then, have remained our loyal customers even after 60 years. Any old-timer in Dubai knew my father very well.

I used to ask my father what made him stay in the UAE without the basic civil amenities for the first few years, and he used to tell me that ‘He had a vision that this place will grow‘, and when I see today, I believe how true his belief & vision were seeing the Invisible, a Magnificent City emerging out of a Small Fishing Village.

WGF: You are associated with more than 30 organizations, groups and institutes nationally and internationally. Please share about your associations with a few prominent ones.

Dr. Saasa: All the Organizations, Groups and Institutes I am associated with globally, I consider all of them very prominent, innovative in their respective fields, and very versatile.

I would like to mention a few of them:

• WIN (Warehouse Integration Company) based at Saudi Arabia wherein I am associated as an Advisor to BOD in which Waed Aramco (Investing Arm of Saudi Aramco) is 25% Stake Holder in this company which has very unique expertise along with online platform for surplus and excess material stock.

• Freehold Mediation & Information based at the UAE, wherein I am associated as BOD & Chairman for Corporate Communication. They too have a very unique expertise on Dispute Resolution for Freehold Properties amicably.

• RK University is the first private University in the Saurashtra region of Gujarat State, India wherein they offer education to students up to Masters. I am associated as Governing Council Member of the said University. RKU has partnered with many global Universities around the world for Student Exchange Programme as well as to provide an international experience to the students.

• All India Council of Human Rights, Social Justice & Liberties (AICHSL) is headed by our very dear friend & mentor – most respected Dr. Anthony Raju, wherein I am associated as Patron & Director General. AICHSL has been working tirelessly for the marginalized & needy people globally for their basic needs & human rights. They have been advocating humanity & right for all with such immense efforts to help people.

WGF: You have been invited to Rashtrapati Bhavan twice as an International VIP. You have coordinated Vibrant Gujarat for the Middle East. You have been a Brand Ambassador for the UAE as well as to Vibrant Saurashtra, Vibrant Kutch & Vibrant Ceramic, Vibrant IT Expo & Summit, Vibrant Goa, Vibrant Kongunadu. We can go on and on. We understand that the entire world is running in today’s time because of connecting the right wires locally with the highly electrified wires internationally. How has your experience been, and how have you managed to give a glocal hue to our vast global sphere?

Dr. Saasa: With a virtue of experience & our business based in the UAE since 1958, we have extreme high exposure in international markets with more than 80 countries. We deal with them directly and indirectly. Having such contacts and connections have helped us in positioning all Vibrant Summits. This has also helped our international connections to get aware with high quality of goods & services provided in all these Vibrant Summits. Moreover, the local players in these Vibrant Summits area get exposure of international clients & consumers. Thus, we have created a win–win situation through our Business Experience, Knowledge and Connections globally.

WGF: Your peerless efforts at international level have been deservingly honoured and recognized in multiple countries at multiple stages of your life. Some of them include: CEO of the year in Dubai, UAE; India’s Most Influential Leader in Dubai, UAE; Global Achiever for Business Excellence in Bangkok, Thailand; Pride of India from Indian Business Professionals Council in Dubai, UAE; Most Admired Personality in Dubai, UAE; Game Changer of the Year in Dubai, UAE; and many more. How do these honours and recognitions impact you? Do you feel such recognitions help you keep focused and bring more commitment and responsibility in your personal and professional lives?

Dr. Saasa: Every honour & recognition adds the responsibility to maintain the commitment for which the honour or recognition has been conferred. Every award sets new and higher goals to achieve. Just as in education, once you pass every level, you are promoted to the next level with a tougher syllabus. Of course, every recognition is a milestone to the goal we have set to achieve. These goals keep shifting to higher levels, as we reach near the goal. This keeps our appetite high to work progressively & tirelessly, and walk continuously towards achieving the goal. Thus, each recognition has helped and played an important role in our progress.

WGF: You have already achieved more than what some entrepreneurs achieve in their entire life time. What are your future plans – personally and professionally?

Dr. Saasa: Personally, I feel that whatever I have achieved is still a drop into the ocean, and a result of good wishes of friends & family; however, I pay extreme attention to the milestones, and focus on achieving those milestones which are set in the route of the goal.

The goal setting is good, which I normally always do; however, paying attention to the route and the roadmap towards that goal helps us to be focused and aligned towards the big picture.

We live in a very hostile & volatile world, wherein things get changed on a frequent basis without any forecast. We believe that ‘You cannot enter into a War without Plan, However No Plan Works into the War‘. Thus, all our roadmaps towards the goal are agile and dynamic.

Our future plan is to establish our products & services in 5 continents, in all major countries in the next 5 years, Inshallah. My personal goal is to set up an endowment in the field of education & water to help marginalized people achieving good education and to provide pure drinking water to the most deprived societies.

WGF: Please share your message for other entrepreneurs, and people in general, who look up to you as their role model.

Dr. Saasa: As such, I am a life-long learner, and I always consider myself as a kindergarten student; however, I would like to share some experience to the entrepreneurs, which has helped me in my journey.

I always recommend certain principles which shall help entrepreneurs to grow in their journey:

• Always avoid shortcuts to success,
• Deal ethically,
• Be humble, and
• Most importantly, build your enterprise on culture-based performance rather than performance-based culture.

We are always open for learning & improvements from any source which has helped us in our journey. Thus, we believe that every best thing in the world has further scope of improvement. With this philosophy, we recommend that the entrepreneurs shall create a sustainable enterprise.